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The DOI matches its Crossref record; 148 of the 148 references it cites were found in a registry or an index.

A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

Open access
Ngo, Thi Thuy An, Nguyen, Hoang Lan Thanh, Nguyen, Hoang Phi, Mai, Ho Truc Anh, Mai, Thi Huyen Tran, Hoang, Phuoc Long·2024·Heliyon
DOI 10.1016/j.heliyon.2024.e35743PMC PMC11336989
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Abstract

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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Crossref · 10.1016/j.heliyon.2024.e35743

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Fig. 1 Theoretical framework.
Fig. 1 Theoretical framework.CC BY-NC-ND · PubMed Central
Fig. 2 PLS-SEM inner & outer model.
Fig. 2 PLS-SEM inner & outer model.CC BY-NC-ND · PubMed Central

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Citations

Cites

Show all 143 references

Research works printed but not linked: 10

  1. How COVID-19 Triggered the Digital and E-Commerce Turning Point,” UNCTAD, Mar. vol. 15, 2021. [Online]. Available: https://unctad.org/news/how-covid-19-triggered-digital-and-e-commerce-turning-point.
  2. Top Marketplace in Southeast Asia,” eCommerceDB, Nov. vol. 29, 2021. [Online]. Available: https://ecommercedb.com/insights/shopee-top-marketplace-in-southeast-asia/4781.
  3. Wood, 2022, vol. 18
  4. Pangemanan, 2022, Impulse buying behavior of Z's generation in E-commerce: evidence from North Sulawesi Province, European Multidisciplinary Journal of Modern Science, 7, 495
  5. Lina, 2022, Impact of online convenience on generation Z online impulsive buying behavior: the moderating role of social media celebrity, Front. Psychol., 13, 10.3389/fpsyg.2022.951249 · DOI
  6. Zhao, 2019, Social community, personal involvement and psychological processes: a study of impulse buying in the online shopping carnival, J. Electron. Commer. Res., 20, 255
  7. Hsieh, 2014, Customer response to web site atmospherics: task-relevant cues, situational involvement and PAD, J. Interact. Market., 28, 225, 10.1016/j.intmar.2014.03.001 · DOI
  8. Tyko, 2024, Why gen Z is fueling the ‘loud budgeting’ personal finance trend and how it works, Axios
  9. Chang, 2014, The influence of web aesthetics on customers' PAD, Comput. Hum. Behav., 36, 168, 10.1016/j.chb.2014.03.050 · DOI
  10. Chang, 2014, The influence of web aesthetics on customers' PAD, Comput. Hum. Behav., 36, 168, 10.1016/j.chb.2014.03.050 · DOI

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Metadata

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
ORCID
Venue
Heliyon
Publisher
Elsevier BV
Published
2024-08
Volume
10
Issue
15
Pages
e35743
ISSN
2405-8440 (ISSN-L)
DOI
10.1016/j.heliyon.2024.e35743
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
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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