Factors affecting the impulse shopping intention of Vietnamese people: An application case in Ho Chi Minh City

The main purpose of this study is investigating about Vietnam customer's behavior in term of impulsiveness and all related factors that have influences on the main variable by searching and reading the various previous studies in the field of Retailing and Consumer Behavior. To be more specific, this research employed a quantitative approach to find out the impact of six factors Sale Promotion, Presence of Family and Friends, Emotion, Money Available, Merchandise Display and Festival Season by using some analysis tools including descriptive statistics, reliability, factor analysis, correlations, and multiple regressions. Based on the findings of this research, Money Available and Emotion are the dimensions that eliminated while Sale Promotion is the factor that stands the highest influence on the Impulse Buying Behavior of customers. In general, numerous dimensions both internal and external have been analyzed with the aim of helping the researcher figure out an evaluation and judgments towards Impulse Purchasing as well as contributing to the knowledge of the world in term of customer behaviors. Finally, yet importantly, some recommendations have shown to guide the retailer to enhance their sales and performances. (c) 2019 The Authors. Published by IASE.