| dc.description.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. | en_US |
