| dc.description.abstract | The goal of this research is to evaluate and analyze impulse buying on e-commerce sites in the
case of Shopee in Ho Chi Minh City. The study goes into more detail to assess the trend of
factors influencing young people's impulsive purchase behavior on e-commerce platforms. The
findings of this study may benefit not only Shopee but also other online stores in obtaining more
loyal customers. A pre-structured questionnaire is used in the study as a quantitative research
tool. There were 252 sample elements in the survey. The data is processed and examined using
Multiple Regression, Factor Analysis. According to the findings, the factor influences young
people's impulsive purchase behavior on e-commerce websites: the perceived value of
impulsiveness. There are six factors that influence the e-commerce impulse buying behavior in
this study: website quality, product display, promotional activities, support service, reference
group and motivation to buy impulsively | en_US |
