Understanding The Factors Affecting Customers' Impulse Buying Behavior In Book Shopping Towards E-Commerce Platforms

Abstract

Purpose - This research aimed to investigate the factors influencing customers’ impulse behavior in book shopping towards e-commerce platforms. The case was applied in Vietnam. Literature review - Our literature review encompasses four functional dimensions: Interactivity, Informativeness, Visual Engagement, and Navigation and Search Ease, exploring their impact on Impulsive Buying and the mediated factor of Attitudinal Loyalty, as well as their interrelationships. Additionally, this study delves into the association between Attitudinal Loyalty towards e-commerce platforms and Impulsive Buying, with the moderating influence of Self-control. As a result, we formulate five hypotheses to guide our research. Design/methodology/approach - The researcher used convenience sampling and the snowball approach to acquire 298 valid responses from online surveys. Data was then analyzed using SPSS software and PLS-SEM. Findings - This study's findings showed that functional dimensions like Informativeness and Visual Engagement have a positive influence on Impulsive Buying, as well as a significant impact of Interactivity, Informativeness, and Visual Engagement on the mediated factor Attitudinal Loyalty, which has a significant effect on Impulsive Buying. Furthermore, this study report shows that Informativeness and Visual Engagement have a considerable influence on Impulsive Buying through the mediated component Attitudinal Loyalty. The remaining theories, which include H1a, H1d, H2d, H4a, and H4d, are, however, dismissed. Research conclusion/recommendations/limitations - We also provided conclusions, recommendations, as well as limitations in this study. XIII Originality/value - This research paper helps some of e-commerce platforms retailers for bookselling brands and the Vietnam country to get a deeper insight into factors affecting customers’ behavioral intentions in impulsive book purchasing. Therefore, they will have several changes in enhancing their business strategies of marketing and policies to achieve their expected targets