A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform
Open accessAbstract
The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.
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AI-PPR has a significant positive effect on perceived usefulness.
“when AI-PPR significantly reduces search costs and fulfills product needs, they are more likely to perceive a higher level of usefulness, which in turn promotes their online S-BI [37,38].”
From Exploring the Mechanism of AI-Powered Personalized Product Recommendation on Generation Z Users’ Spontaneous Buying Intention on Short-Form Video Platforms: A Perceived Evaluation Perspective (2025) · cites this paper as [38]
The Literature review > Online impulse buying discusses personalized recommendations helping shoppers discover products and prompting impulse purchases, but does not link AI-PPR to perceived usefulness. The Results > Structural model results tests arousal, pleasure, and impulse buying rather than that relationship. Searches for AI-PPR, perceived usefulness, search costs, and product needs found no passage addressing the claimed effect; page numbers were unavailable in our copy. (LLM, conf=0.75)
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- Authors
- Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L.
- Affiliations
- FPT University (VN)
- Corresponding author
- Ngo, Thi Thuy An
- Venue
- Heliyon
- Publisher
- Elsevier BV
- Published
- 2024-08
- Volume
- 10
- Issue
- 15
- Pages
- e35743
- ISSN
- 2405-8440 (ISSN-L)
- PMC
- PMC11336989
- OpenAlex
- W4401285204
- Cited by
- 73
- References
- 143
- Citations by year
- 2026: 43 · 2025: 28 · 2024: 2
- FWCI
- 33.59
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Heliyon (publishedVersion, cc-by-nc-nd)
- PubMed Central (publishedVersion, cc-by-nc-nd)
- PubMed (publishedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- online impulse buying, Generation Z, Shopee, time pressure, economic benefits, social influence, visual cues, acoustic cues, arousal, pleasure, e-commerce, consumer behavior, Vietnamese consumers
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