Factor drving online impulse buying behavior of consumers in Ho Chi Minh City

Abstract

The objective of the study is to identify and measure the impact of factors affecting online impulse buying behavior of consumers in Vietnam, specifically those living in Ho Chi Minh City, Vietnam. The study applies the theory of Stimulus–Organism–Response (S-O-R) as a foundation to analyze the impulse buying behavior of online customers in Ho Chi Minh city, Vietnam. The research uses quantitative research methods. Data was conducted through a survey of 404 online impulsive customers. Data was encrypted and analyzed using SmartPLS 3.2.7 software. Research results show that: first, the urge to buy impulsively has a significant effect on online impulse buying behavior; second, Browsing Web has positive effects on the urge to buy impulsively; and finally, Browsing Web is primarily predicted by Hedonic value and Utilitarian value. This is the basis for retailers and marketers to increase consumer online impulse buying behavior. However, the study also has certain limitations. As convenience sampling method in Ho Chi Minh City is employed, the sample used is not representative of the research sample. In addition, the study has not considered demographic issues in analyzing impulse buying behavior.