Customer Inspiration And Impulse Buying Behavior: The Case Of Generation Z In Vietnam

Abstract

This study paper investigates at the connection between customer inspiration and impulse purchase behavior among Generation Z customers in Vietnam. Given the increasing expansion of live-streaming commerce and its impact on consumer purchase decisions, it is critical to understand the elements influencing Generation Z's impulsive buying behavior in the Vietnamese market. The study intends to explore the impact of social interaction, streamer's style, telepresence, content diagnosticity, visualization, and the effect of customer inspiration on impulsive buying. The research also takes into account the moderating influence of deal proneness. The findings of this study add to a better understanding of the elements that influence impulse purchase behavior among Generation Z customers in the context of live-streaming commerce. The study sheds light on the significance of consumer inspiration as a trigger for consuming behavior, as well as its effect on impulsive buying. It also emphasizes the importance of deal proneness as a moderating element in this connection. Based on this research, companies and marketers may develop efficient marketing strategies to attract Generation Z customers in the Vietnamese market. Understanding the elements that impact customer inspiration and impulsive buying allows businesses to improve their interaction with this consumer category and optimize their live-streaming commerce activities. The research also sheds light on the potential opportunities and challenges associated with the growing trend of content based e-commerce and its impact on the retail industry.