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

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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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Fig. 1 Theoretical framework.CC BY-NC-ND · PubMed Central

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

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Analyzing the role of customers’ experiences and emotional responses in shaping Generation Z’s impulse buying behavior on Shopee video platform
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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
ORCID: Ngo, Thi Thuy An
Nguyen, Hoang Lan Thanh
Nguyen, Hoang Phi
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: gold
doi.org
Licence: cc-by-nc-nd
www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
creativecommons.org/licenses/by-nc-nd/4.0/ (vor, 1 d)
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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A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

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