Số No.04 (35) 2025 (35)-2025 Journal of Finance & Accounting Research - Trang 45

Tóm tắt tiếng Việt:

English Summary:

This study explores the significant impact of various external stimuli on consumers’ impulsive buying behavior in Vietnam by employing a quantitative research method and a cross-sectional survey design. It examines how store environments, merchandise displays, advertising, and sales communications influence impulsive purchasing. Convenience sampling was employed, and 930 consumers in Vietnam, male and female with equal numbers, were asked to fill out a questionnaire on impulsive buying behavior and the effects of external stimuli. Quantitative data were analyzed by the use of descriptive statistics and inferential statistics through the Statistical Package for Social Sciences (SPSS). The findings indicate that younger (older) and male (female) consumers exhibit higher (lower) impulsive buying tendencies. Additionally, those with less education and lower monthly household income are more prone to impulsive buying. Social media, peer pressure, environmental cues, and emotional states had marginally greater effects on impulsive buyers, but the differences were not statistically significant.

Từ khóa: impulsive buying behavior, external stimuli, store environments, emotional states, social media influence, consumer behavior, Vietnam

Số lượt đọc: 11 - Số lượt tải về: 8

DOI Code: https://doi.org/10.71374/jfar.v25.i4.10