Factors affecting online impulse buying behavior of consumers in Ho Chi Minh City

Abstract

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.

Keywords

• 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.