Factors Affecting Online Impulsive Clothing Buying Behavior of Students at University of Phan Thiet
Keywords:
online clothing buying behavior, impulsive, student, University of Phan ThietAbstract
Nowadays, online shopping is increasingly popular and thriving, especially among young people. This study aims to explore, identify, and measure the factors that influence the online impulsive clothing buying behavior of students at University of Phan Thiet. The survey data was collected by interviewing 250 students studying at the university from November 2022 to February 2023. The authors use qualitative and quantitative research methods to perfect the scale and verify the relationships between factors. The research results indicate four factors affecting the online impulsive clothing buying behavior of University of Phan Thiet students in order of impact from high to low, as follows: (1) visual appeal, (2) mobility; (3) impulsivity; and (4) promotional activity. The authors suggest a number of policy implications in light of the research’s findings to increase students’ intentions to engage in impulsive online shopping for clothing, both at the University of Phan Thiet and elsewhere.
Downloads
References
Abu Bashar, Shalini Singh, and Vivek Kumar Pathak. (2022). The Influence of Culture on Impulse Buying Behavior: A Systematic Literature Review. Brazilian Business Review, Vol 20, No.4. 465-484. DOI: https://doi.org/10.15728/bbr.2022.1221.en
Doan Thi Thanh Thu et al. (2021). Study the factors influencing students' online shopping behavior at the Industrial University of Ho Chi Minh City. 3rd Young Science Conference 2021 (YSC2021) – IUH.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River.
Lockwood, J., Townsend, E., Allen, H., Daley, D., & Sayal, K. (2020). What young people say about impulsivity in the short-term build up to self-harm: A qualitative study using card sort
tasks. PLoS one, 15(12), e0244319.
Mai Hoang Thinh (2023). Trends in online buying behavior of Vietnamese consumers. Journal of Industry and Trade, No. 4, Page 3.
Nguyen Huynh Nhat Ha (2019). Factors Influencing Online Impulsive Buying Behavior in Mobile Commerce. (Master's thesis, University of Economics Ho Chi Minh City).
Nguyen, Hai Ninh (2019). Impulsive Buying Behavior of Young People on E-Commerce Sites. Foreign Economic Review. No. 121.
Pham Quoc Trung and Nguyen Ngoc Hai Ha. (2017). Factors Influencing the Urge to Make Impulsive Online Purchases of Consumers in Ho Chi Minh City. Ho Chi Minh City Open University Science Magazine, 55, 38-50.
Rawlings, David, Jenny Boldero, and Felicity Wiseman (1995). The Interaction of Age with Impulsiveness and Venturesome-ness in the Prediction of Adolescent Sexual Behavior. Personality, and Individual Differences, 117-20.
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151-160.
