Factors Influencing Online Impulse Buying Among Generation Z: A Case Study Of Tiki In Vietnam

Abstract

In today’s context of globalization, the fast development of technology has shed light on many prominent and lucrative markets, including the e-commerce industry. Not only the world but Vietnam also experiences various potential changes and growths in the industry. Particularly, the rise of many regional giants has posed a threat to local e-commerce company, including Tiki.vn. Considering this, understanding the motivations that drive e-commerce sales is of critical importance. This study aims to look at different predictors of online impulse buying on Tiki, a falling behind company, applying the S-O-R model which set theoretical foundation for many consumer behavior studies before. Using a quantitative approach, the study aims to explore the reasons why consumers are engaged in impulsive buying behavior, hence providing Tiki.vn with strategic plans for further improvements.