Impulsive buying in Vietnamese mobile commerce: From the perspective of the S-O-R model

被引：1
|
作者：
Phung T.-B. [1 ,2 ]
On T.T. [3 ]
Nguyen D.V.P. [1 ,2 ]
机构：
[1] University of Economics and Law, No. 669, Highway 1, Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City
[2] Vietnam National University, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City
[3] Ho Chi Minh City Open University, 35-37 Ho Hao Hon Street, District 1, Ho Chi Minh City
来源：
International Journal of Electronic Business | 2023年 / 18卷 / 02期
关键词：
discount price; impulse buying; mobile commerce; observational learning; perceived usefulness; positive emotions; review quality; SOR; visual appeal;
D O I：
10.1504/IJEB.2023.130164
中图分类号：
学科分类号：
摘要：
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. Copyright © 2023 Inderscience Enterprises Ltd.
引用
收藏
页码：226 / 248
页数：22
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