Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City
Today, e-commerce has become popular, and online buying is familiar to consumers in Vietnam. Accordingly, online impulse buying has been an area of interest to many scholars in marketing research. This research aims to investigate factors affecting online impulse buying behavio...
| Main Authors: | , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2020-08-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/1453 |
| _version_ | 1831544402318721024 |
|---|---|
| author | Phạm Quốc Trung Nguyễn Ngọc Hải Hà |
| author_facet | Phạm Quốc Trung Nguyễn Ngọc Hải Hà |
| author_sort | Phạm Quốc Trung |
| collection | DOAJ |
| description | Today, e-commerce has become popular, and online buying is familiar to consumers in Vietnam. Accordingly, online impulse buying has been an area of interest to many scholars in marketing research. This research aims to investigate factors affecting online impulse buying behavior of consumers in Ho Chi Minh City. These factors includeProduct availability, Visual appeal, Website ease of use, Impulsiveness, Normative evaluation, Instant gratification, Trust andUrge to buy impulsively. The results of Structural Equation Modelling (SEM)/ analysis show that allthe proposed hypotheses are supported. Specifically, four factors including Impulsiveness, Normative evaluation, Instant gratification andTrust have a direct impact onUrge to buy impulsively ofVietnamese consumers. Meanwhile, Product availability, Visual appeal, and Website ease of use have an indirect impact onUrge to buy impulsively through the mediation ofNormative evaluation, Instant gratification andTrust. |
| first_indexed | 2024-12-17T01:09:37Z |
| format | Article |
| id | doaj.art-2313d4f3f31f4dd792aa306012009f80 |
| institution | Directory Open Access Journal |
| issn | 2734-9306 2734-9578 |
| language | Vietnamese |
| last_indexed | 2024-12-17T01:09:37Z |
| publishDate | 2020-08-01 |
| publisher | TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| spelling | doaj.art-2313d4f3f31f4dd792aa306012009f802022-12-21T22:09:11ZvieTẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINHTạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh2734-93062734-95782020-08-011233151129Factors affecting online impulse buying behavior of consumers in Ho Chi Minh CityPhạm Quốc Trung0Nguyễn Ngọc Hải Hà1Trường Đại học Bách Khoa, Đại học Quốc gia TP.HCMTrường Đại học Bách Khoa, Đại học Quốc gia TP.HCMToday, e-commerce has become popular, and online buying is familiar to consumers in Vietnam. Accordingly, online impulse buying has been an area of interest to many scholars in marketing research. This research aims to investigate factors affecting online impulse buying behavior of consumers in Ho Chi Minh City. These factors includeProduct availability, Visual appeal, Website ease of use, Impulsiveness, Normative evaluation, Instant gratification, Trust andUrge to buy impulsively. The results of Structural Equation Modelling (SEM)/ analysis show that allthe proposed hypotheses are supported. Specifically, four factors including Impulsiveness, Normative evaluation, Instant gratification andTrust have a direct impact onUrge to buy impulsively ofVietnamese consumers. Meanwhile, Product availability, Visual appeal, and Website ease of use have an indirect impact onUrge to buy impulsively through the mediation ofNormative evaluation, Instant gratification andTrust.https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/1453mua hàng trực tuyếntính ngẫu hứngsự thôi thúc mua hàng ngẫu hứngđánh giá sự đúng đắncảm nhận tức thìngười tiêu dùng việt nam. |
| spellingShingle | Phạm Quốc Trung Nguyễn Ngọc Hải Hà Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh mua hàng trực tuyến tính ngẫu hứng sự thôi thúc mua hàng ngẫu hứng đánh giá sự đúng đắn cảm nhận tức thì người tiêu dùng việt nam. |
| title | Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City |
| title_full | Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City |
| title_fullStr | Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City |
| title_full_unstemmed | Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City |
| title_short | Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City |
| title_sort | factors affecting online impulse buying behavior of consumers in ho chi minh city |
| topic | mua hàng trực tuyến tính ngẫu hứng sự thôi thúc mua hàng ngẫu hứng đánh giá sự đúng đắn cảm nhận tức thì người tiêu dùng việt nam. |
| url | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/1453 |
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