| dc.description.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. | en_US |
