Online impulsive and compulsive buying behavior in Vietnam

The phenomenon of impulse behavior has been extensively studied by social studies researchers over the last century. An extension of this, impulse buying behavior has also been well-researched at least within the brick-and-mortar context. However, impulse buying behavior within the online context has been relatively unstudied compared to the offline equivalent. In this systematic literature review the authors attempt to synthesize literature on this topic, provide clarity of concept regarding the various forms of impulse shopping behavior, propose a theoretical framework that encapsulates both impulsive and compulsive buying behaviors within the online context, and discuss the underlying theoretical foundations, characteristics, contexts, and methodologies that define the literature within this domain. This review is the first within the online impulse buying behavior domain which provides a distinction between the various forms of impulse buying behavior, such as consumer impulsivity, the buying impulse, impulsive, compulsive, and panic buying behaviors. It is also the first to propose a comprehensive framework that incorporates both impulsive and compulsive buying behaviors within the online context. The theoretical framework proposed within this review would be of managerial relevance to practitioners within the e-commerce or social commerce domain since this is the first paper that discusses both online impulsive and compulsive buying behaviors within the same theoretical model. Policyholders in the field of addictive behavior and disaster management would benefit from the discussion of online compulsive and panic buying, along with the theoretical underpinnings of these phenomena. Lastly, this review would provide a fundamental but holistic view of online impulse shopping behavior to academicians within this domain.

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in consumers’ online shopping and are considered as the unusual or irrational aspects of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the study aims to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying, and compulsive buying variables based on the relational screening model. It aims to determine which personality and decision-making styles are associated with impulsive and compulsive buying. Within the scope of quantitative research, data was obtained through a survey method from 478 participants, which was determined through convenience sampling and analyzed. The findings from the analyses showed a significant negative relationship between agreeableness and impulsive buying behavior regarding personality traits and, similarly, between openness, conscientiousness, and agreeableness and compulsive buying behavior. It has been revealed that consumers who buy brand consciousness, fashion consciousness, recreational orientation, indecisiveness, impulsive, and habitual decision-making styles are more prone to impulsive and compulsive buying. The study’s findings are expected to contribute to understanding the personality and characteristic features of consumers’ behaviors.

Purpose Despite influencers’ impact on consumers’ decision-making, limited research has focused on the role of influencer credibility in developing unplanned and excessive buying behaviors. Thus, using signaling theory, this study investigates how an influencer’s credibility affects online impulsive and compulsive buying behaviors in the eco-conscious apparel market of an emerging country. Design/methodology/approach We achieved this objective by analyzing the data collected from 466 online customers. Using SmartPLS, we used a structural equation modeling technique to investigate the proposed hypotheses. Findings The results suggest that influencer credibility does not directly affect online compulsive buying but does indirectly through the urge to buy. The study finds that customer participation weakens the effect of influencer credibility on the urge to buy. Additionally, service recovery strengthens the link between online impulsive buying and online compulsive buying. Practical implications These findings improve our understanding of the role and process by which influencer credibility affects online impulsive and compulsive buying behaviors for apparel products in a developing country, Pakistan. This study offers insights for marketers into developing promotional strategies and budgeting preferences for emerging social media influencers, which may attract online customers and, ultimately, increase the firm’s sales. Originality/value This study demonstrates the impact of influencer credibility and how it affects online impulsive and compulsive buying behaviors in the eco-conscious apparel market.

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

IntroductionOnline impulse buying behavior is an unplanned urge to buy a product or service in an online setting and it has several negative consequences for customers, such as guilt and financial distress, and e-commerce firms, such as higher returns and customer complaints. Evidently, it is important to examine the various psychological processes which may assist in a better understanding, therefore addressing the high prevalence of online impulse buying. This study builds upon self-regulation theory to explore how mindfulness influences online impulse buying, and examines problematic internet use as a mediator in the relationship between mindfulness and online impulse buying. Further, this study investigates how emotional intelligence as a moderator plays the role of a suppressant on the adverse impact of problematic Internet use which fuels online impulse buying.MethodA total of 598 individuals working with various servicebased industries responded to the questionnaire. Multiple regression and moderated mediation analysis was used using SPSS and AMOS for analyzing the data.ResultProblematic internet use mediates the relationship between mindfulness and online impulse buying behavior. Emotional intelligence negatively moderates the relationship between problematic internet use and online impulse buying behavior.DiscussionThis study findings outlined the inverse relationship of mindfulness & online impulse buying, along with the mediating effect of problematic internet use between mindfulness and online impulse buying. Further, this study showed how emotional intelligence played an important role as a moderator by suppressing the adverse impact of problematic Internet use and preventing online impulse buying. The study offers implications to online marketers in regulating the unplanned purchase process—while minimizing uninhibited buying behavior that leads to regret, and the subsequent intention to return products. Further, social and theoretical implications are discussed.

PurposeThough online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis.Design/methodology/approachBased on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation.FindingsFirst, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism.Practical implicationsFirst, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits.Originality/valueWhile prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights with regard to the disparities between males and females while engaging in online impulsive buying. To the best of the authors’ knowledge, this study is the first of its kind to investigate the antecedents of online impulsive buying among Gen Z consumers in Arab countries and Africa.

The platform for exchange is gradually shifting from offline to online shopping model, thus leading marketers into a big enigma, as both the platforms are contending for raising their market share by increased shopping and consumption using online impulsive buying behaviour. Personality being the most important antecedent in offline impulse buying literature has, however, largely been ignored during its manifestation in the context of online impulse buying. An extended review of past studies laid the basis for the current study and thus attempted to understand what effect personality traits exert on consumers’ online impulsive buying tendency (IBT) and to see which personality trait played the dominant role in impulse buying behaviour at online platforms. The current study considers the three stages of online impulse buying behaviour, i.e., online impulsive buying tendency (IBT), urge to buy impulsively online (UB), and online impulsive buying behaviour (IBB). The relationship of age, gender, and online browsing behaviour with IBT, UB, and IBB is also studied. The study provides interesting insights about personality traits affecting IBT and therefore may help in addressing marketing issues related to online IBB.

PurposeWith the rapid growth of the Internet and the wide acceptance of e-commerce, online impulse buying is rising; however, the consumer motivation to buy impulsively within the digital setting calls for continuous exploration. Through the lens of cognitive appraisal theory, the authors aim to explore the relevance of web quality factors (cognitive processes) and hedonism (emotional response) for online impulse buying in the cross-cultural context of India and Croatia. The study also attempts to investigate the varying effects of sales promotion and payment options (cognitive processes) on the relationship between hedonism and online impulse buying.Design/methodology/approachThe researchers in the present study have adapted the refined eTailQ scale along with factors like hedonism, sales promotion and payment options determining impulse buying—the measurement instrument comprised of a highly structured questionnaire covering consumers' attitudes and opinions regarding the explored concepts. A total of 526 responses were generated in the data collection process, wherein 264 were from India and 262 were from Croatia.FindingsThe results reveal that not all web quality determinants affect impulse buying similarly. Web informativeness significantly, but negatively, impacts impulse buying only regarding Croatian consumers, while customer service influences impulse buying in the Indian market. Web layout and privacy do not influence impulse buying. However, besides hedonism's direct impact on impulse buying in both countries, the results show that the influences of web layout and privacy on impulse buying are mediated via hedonism. Given the varying effects, this study shows that, unlike the payment options, only sales promotion represents a significant moderator that enhances the relationship between hedonism and impulse buying in both countries.Originality/valueThis study utilises cognitive appraisal theory to compare the effects in two countries through cognitive appraisals, emotional responses, and situational factors for explaining online impulse buying behaviour. The study also offers practical managerial implications.

Rapid revolution in technological developments has brought Indonesia to face changes in economic activities. As the big five internet user in the world Indonesia goverment stimulates the birth of digital marketplace for supporting economic growth, particulary in digital economy. As the result, impulse buying behavior (impulsive purchases) also changed as originally a direct purchase pattern. At the present time, it changes to impulsive buying behavior by online. The aim of this study is to find out how internal factors consist of religiosity and personal factors influence the behavior of Online Impulse Buying and how external factors consist of product marketing factor, stimulus factor, and controlling factor influence the behavior of online impulse buying millennials of muslims on Digital Marketplace in Indonesia. This study consist of three stages,the first, namely literature study on the behavior of Online Impulse Buying. The second, a field study was conducted by distributing questionnaires to 206 respondents. And the last analysis method used is Structural Equation Modeling (SEM) using Partial Least Square (PLS). The result of the study show that personal factor show a significant and positive influence on Online Impulse Buying. The religiosity factor does not have a direct influence on Online Impulse Buying but has influence through personal factors and the results have a significant and positive effect. The controlling factors have a positive effect but do not significantly indicate that the possibility of risk in shopping online. Product marketing factors have a significant but negative influence indicating that the marketing mix has no effect. As for the stimulus factor, it has a significant but negative influence indicating that comments and reviews from other consumers have no effect on the behavior of the Online Impulse Buying Millennials of Muslims. Keywords: Online Impulse Buying, Digital Marketplace, Muslim Millennial Generation (Gen-M).

Although the growth of e-commerce to the most distant areas of the world, the increasing orientation of civilisations towards consumption, new opportunities for impulsive buying, and considering that impulse buying has already been studied since the 1950s, its literature still seems to lack further details for a better validation and understanding. The intention of this paper is to make an integrative review on the impact of social factors and marketing stimuli on online impulse buying, specifically considering the following aspects: individualism and collectivism, power distance belief, parasocial interaction, social symbols and identity, the consumer’s need for uniqueness, sales promotion, product diversity, product attractiveness, brand, color and hedonism, and credit card usage. This paper is also intended to encourage further studies about the impact of online impulse buying on environmental sustainability. Even though this review may help marketers tailor strategies to increase sales, it may also be a starting point to help consumers reduce their impulse buying behavior, and consequently, their environmental footprint. Apparently, all of the aforementioned factors impact online impulse buying.

Digital transformation has fueled an escalation in online impulse buying, driven by stimuli such as visual appeal, convenience, and promo-‎tions. However, consumer responses are often shaped by internal psychological factors like self-confidence. This study aims to analyze the ‎moderating role of self-confidence in the relationship between consumer attitudes, digital stimuli, and online impulse buying behavior. A ‎quantitative method was applied, involving 223 Shopee users selected through purposive sampling. Data were analyzed using Partial Least ‎Squares Structural Equation Modeling (PLS-SEM) with moderation interaction tests. The results reveal that self-confidence strengthens the ‎influence of attitude on impulse buying but significantly weakens the impact of visual appeal. No significant moderation effect was found ‎for convenience and promotion stimuli, suggesting that the universal appeal of these utilitarian and heuristic cues operates independently of ‎this psychological trait. Self-confidence acts selectively as a moderator: it reinforces internal pathways (attitude) while neutralizing specific ‎external stimuli (visuals). These findings enrich the Stimulus-Organism-Response (SOR) and Cognitive Emotion Theory (CET) frame-‎works in the context of digital retail. Online impulse buying is not only shaped by external stimuli but also heavily dependent on individual ‎psychological characteristics, where self-confidence critically determines how stimuli are translated into spontaneous purchasing decisions. ‎This study provides actionable managerial implications for psychographic marketing and policy recommendations for consumer protection ‎in the evolving global e-commerce landscape‎.

Objective The aim of this research is to identify whether personality, emotions, and hedonic motivation influence impulse buying behaviour when shopping online. Methodology/Technique A total of 270 samples were collected through online. Factor analysis and multiple linear regression were conducted in this research. Findings The result shows that personality and hedonic motivations are positively related to online impulse buying, whereas emotions are not positively related to online impulse buying. Type of Paper: Empirical paper Novelty : Previous research had focused more on the external factors that influence online impulse buying. There is a lack of research focus on internal factors that influence online impulse buying. In this research, the individual internal factors such as personality, emotions, and hedonic motivations are used to clarify the relationships between online impulse buying and the individual internal factors. Keywords: Emotions, Hedonic Motivation, Impulse Buying Behaviour, Online Shopping, Personality.

The main objective of this research is to investigate the impact of social media marketing activities — restricted only to Instagram influencers — on online impulse buying through the mediating effect of source credibility (attractiveness, expertise, and trustworthiness), predicated on Stimulus-Organism-Response (S-O-R) theory. The hypothesised relationships were examined using cross-sectional data obtained from 273 Instagram users. Partial least squares structural equation modelling (PLS-SEM) using the SMART-PLS software was employed as the primary data analysis method. The results revealed that the perceived social media marketing activities of Instagram influencers have a significant positive influence on the perceptions of followers pertaining to all three dimensions of source credibility (attractiveness, expertise, and trustworthiness). In turn, only attractiveness and trustworthiness were found to have a significant positive influence on online impulse buying. Moreover, this study revealed that it was the perceived attractiveness and trustworthiness of Instagram influencers that were the influential mediating factors in the relationship between perceived social media marketing activities and online impulse buying. There is a dearth of studies that have been conducted on the examination of the mechanism through which Instagram influencers’ social media marketing activities influence online impulse buying. This study is significant as it provides new insights into the importance of Instagram influencers social media marketing activities in affecting followers’ online impulse buying through source credibility.

The present study was undertaken to understand the phenomenon of online impulse buying. The purpose of this study was to identify the factors influencing online impulse buying behavior. The study was based on Stimulus-Organism-Response (SOR) model proposed by Mehrabian and Russell (1974). A survey was conducted with 225 online buyers in Punjab, India using convenience sampling. Structural equation modelling using Amos 28 software was applied to the data collected through a self-administered questionnaire. For the purpose of study, six stimulus constructs (convenience, security, visually pleasing, variety of attractive products, diverse payment options and shipping services) were considered (their items were adapted from prior research studies). Customer satisfaction (organism) construct and its items highlighted the satisfaction derived from the websites and online retailer prior to buying which ultimately leads to online impulse buying (response). The results indicate that four factors- convenience, visually pleasing, variety of products and diverse payment options - have a significantly positive effect on customer satisfaction. Further, customer satisfaction, in turn, has a significantly positive effect on impulse buying. Moreover, it was found that the factors- convenience, security, visually pleasing, variety of products and diverse payment options – have a direct and positive effect on impulse buying behavior in an online setting. The findings highlight the significance of creating a user-friendly, visually appealing and secure online environment offering a wide range of attractive products and payment options to improve customer satisfaction and encourage impulse buying. The study contributes to the understanding of online impulse buying and offers practical insights for e-commerce businesses seeking to optimize their platforms for enhanced sales and customer engagement.

Dataset on online impulsive buying behavior of buy now pay later users and non-buy now pay later users in Indonesia using the stimulus-organism-response model