Abstract
Based on The Theory of Adoption and Use of Technology (UTAUT) (Venkatesh et al., 2003), this study builds a research model regarding the Factors affecting Vietnamese consumers' online impulsive buying behavior. The multiple regression results reveal that Performance Expectancy, Effort Expectancy, Social Influence, and Online Buying Intention play a crucial role in amplifying the development of online impulsive buying behavior in Vietnam. Keywords: buying behavior, online buying, impulsive buying behavior, compulsive buying behavior, UTAUT, Vietnam DOI: 10.7176/EJBM/13-6-19 Publication date: March 31 st 2021
Highlights
In recent years, Vietnam has witnessed the continuously escalating trend of online shopping and the unstoppably growing number of its citizens accessing and using online shopping channels
Nine independent variables, including Performance Expectancy, Effort Expectancy, Social Influences, Facilitating Conditions, Hedonic Motivation, Price Value, Habits, Trust, and The "Long Tail" Effect, are believed by the authors to be positively correlated with Intention to buy online; while Online Buying Intention is said to have a significant effect on the actual Online Buying Behavior of Vietnamese consumers
Based on the UTAUT model, this study aims to determine the driving factors of Vietnamese consumers' online impulsive buying behavior
Summary
Vietnam has witnessed the continuously escalating trend of online shopping and the unstoppably growing number of its citizens accessing and using online shopping channels. The benefits brought about by these impressive technological developments are helping people around the world in general, and Vietnamese citizens in particular, as they can shop more quickly and without having to pay too much thought into their actions. In 2020, impulsive buying behavior had presented a significant influence on the trend of buying online, exhibited its footprint on the buyers, the sellers, and the suppliers offering the electronic means that help to boost and further validate the process of online purchasing and consumption. Investigating and examining the factors which are related to online buying behavior, namely impulsive buying, will provide a basis for in-depth reference and analysis to help develop appropriate policies to boost the economy both inside and outside of Vietnam as well as enhanced the protection for the country’s consumers www.iiste.org
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