Factors influencing the urge to buy impulsively of Vietnamese online buying customers towards Biti’s Hunter sport shoes

Author:

Nguyen Xuan-NhiORCID,Hoang Hung CuongORCID,Vu Trung-NghiaORCID

Abstract

Our study investigates the factors that drive Vietnamese online shoppers in Ho Chi Minh City (HCMC) to make impulsive purchases of Biti's Hunter sports shoes (BHS), using the Stimulus-Organism-Response (S-O-R) theory and the Technology Acceptance Model (TAM). Mixed methods are applied: in-depth interviews with ten regular online shoppers and focus group discussions with e-commerce managers for qualitative data collection, and survey techniques to gather quantitative data from 319 online shoppers. Data analysis was performed using SPSS 22.0 and AMOS 22.0. Our findings reveal five factors as a stimulus - visual appeal, website ease of use, product availability, portability, and social influence – and three factors as an organism - instant gratification, impulsiveness, and trust, that lead to the response of urge to buy impulsively. Significant positive effects are found among these constructs, except the relationship between portability and impulsiveness, visual appeal, social influence, trust, instant gratification, and urge to buy impulsively.

Publisher

Journal of Eastern European and Central Asian Research

Subject

Marketing,Organizational Behavior and Human Resource Management,Strategy and Management,Economics and Econometrics,Finance,Business and International Management

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3