Factors Urging Online Impulse Buying Behavior Of Generation Z In Vietnam

Abstract

The empirical research aims to investigate the elements urging online impulse buying behavior of Gen Z in Vietnam. Although there have been many research on impulsive buying, there hasn't been much focus on electronic purchases in earlier studies. This research should be accomplished to know clearly elements affecting impulsive online purchasing behavior, especially when Internet and e-commerce are developing rapidly in Vietnam. Based on some previous literature on impulsive online purchasing behavior, this study investigates the buying behavior of online customers through 19 questions. About 300 data from Gen Z people with online shopping experience are widely collected. Then, the data will be analyzed using the advanced software program Social Science (SPSS). According to the study's findings, online impulse purchases are encouraged by Browsing, Product Presentation, Positive comments, and Perceived enjoyment. The results of reseach have benefits for Vietnamese marketer. They may successfully use this theoretical framework to guide consumers' impulsive purchase behavior in their marketing tactics.