| dc.description.abstract | Food delivery platforms in Vietnam witness an upward trend in 2023, raising many
intriguing questions relating to the modern industry. This paper serves as a means to
provide understanding of the impact of discount, free shipping mediated by positive
emotion on impulsive buying behavior on food delivery applications.
The required data is collected from 207 respondents, who have used food delivery
applications once. For the data analysis, SPSS software is utilized. Cronbach’s Alpha, EFA,
Correlation Analysis and Multiple Regression Analysis are used to measure each of the
variables.
The results show that discount, free shipping mediated by positive emotion on impulsive
buying behavior on food delivery applications. The detailed correlations will be discussed
in the latter parts. | en_US |
