Abstract
The objective of this paper is to evaluate and analyze impulse buying behaviors on e-commerce sites. More specifically, this research is to explore the factors influence the online impulse buying behaviors of consumers in Nha Trang. Today, with the great development of science and technology, the change of the market, especially we have just experienced the Covid-19 epidemic, consumers tend to prefer online buying because it brings many benefits in time, place and safe. However, online impulse buying can also bring many downsides. This study uses quantitative research method, with a sample of 394 consumers in Nha Trang market. The results of this research show that there are 3 factors affecting online impulse buying behavior: perception of online purchase, trust, and emotion. Promotion has an indirect influence on impluse buying behavior through the perception of online purchase. These accepted hypotheses suggest that the online impulse buying behaviors have been taking place among consumers in Nha Trang market. Since then, this research has made some recommendations to help businesses promote online sales.
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