| dc.description.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. | en_US |
