The Effect of In-Store Marketing on Tourists’ Positive Emotion and Impulse Buying Behavior – An Empirical Study in Ho Chi Minh City, Vietnam

Abstract

The main purpose of this study was to verify how in-store marketing stimuli impacted the impulse buying behavior through the mediator of tourists' positive emotion. Quantitative approach was employed with questionnaires directly delivered to 327 domestic tourists living in Ho Chi Minh City (HCMC), Viet Nam. The SPSS software (version 20) with statistical techniques; Exploratory Factor Analysis, Multiple Regression, and Path Analysis were used to process and analyze the data. The empirical findings indicated that an increased focus on store ambiance and packaging design would make much more attentions and emotion of domestic tourists which could affect the sales growth positively. Moreover, other factors consisting of video advertising and sales promotion have both siginificantly direct and indirect effects on impulse buying behavior through the mediating role of positive emotion. Some recommendations were proposed to improve the brand image and renew marketing campaign which, in turn, would motivate the buying power from tourists increasingly. Index Terms-Impulse buying behavior, positive emotion, in-store marketing.