Examing factors influiencing consumers' online impulse buying behavior on instagram: A case of fashion industry in Vietnam

Abstract

In recent years, online shopping has become a popular and growing shopping method in Vietnam along with that online impulse buying is being paid attention to by many people. So, the analysis and discovery of factors affecting the online impulse buying of consumers are very important. Customer behavior is always the top concern of business enterprises, especially those doing business on the social networking platform Instagram - one of the leading social networks in the world today. However, compared to other online commerce channels in Vietnam, Instagram is still not widely known as an application to support online shopping. Therefore, this topic was formed with the purpose of studying the influencing factors, as well as the degree of influence of each factor on online impulse buying on Instagram, looking specifically at the fashion industry. From there, the study will propose and make a number of recommendations to service providers and business enterprises to help consumers get closer to online purchases on Instagram. The official quantitative study was conducted with a size of 279 samples, the subjects surveyed were Instagram app users. The data is encrypted and analyzed with the help of Smart PLS software. Research results show that there are 4 factors affecting impulsive shopping behavior on Instagram: Hedonic browsing, Flow Experience, Cognitive Experience, and Affective Experience. Although there are still many limitations in the research process, the results brought by the research topic have also helped service providers as well as business enterprises have an overview of the factors that affect the quality of service influence shopping behavior on the social network Instagram, from which development and improvement strategies can be devised to best reach customers.