| dc.description.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. | en_US |
