Impulsive buying in Vietnamese mobile commerce: from the perspective of the S-O-R model
by Thanh-Binh Phung; Thanh Tung On; Doan Viet Phuong Nguyen
International Journal of Electronic Business (IJEB), Vol. 18, No. 2, 2023

Abstract: Vietnam is a fast-expanding country with tremendous potential for the mobile commerce (m-commerce) industry. From the stimulus-organism-response (S-O-R) approach, the study utilises the structural equation modelling to analyse the impact of various types of stimuli, including the platforms' review quality, observational learning, visual appeal, and price discount to create the impact that influences customers to buy impulsively. The result demonstrates the positive effects of the mentioned stimuli on customers' cognition and affection reaction, including perceived usefulness and positive emotions, which subsequently affect their mental state by forming an urge to buy impulsively.

Online publication date: Wed, 05-Apr-2023

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