Factors influencing the urge to buy impulsively of Vietnamese online buying customers towards Biti’s Hunter sport shoes

Journal of Eastern European and Central Asian Research (JEECAR) Pub Date : 2023-12-03 DOI:10.15549/jeecar.v10i7.1345

Xuan-Nhi Nguyen, Hung Cuong Hoang, Trung-Nghia Vu

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Abstract

Our study investigates the factors that drive Vietnamese online shoppers in Ho Chi Minh City (HCMC) to make impulsive purchases of Biti's Hunter sports shoes (BHS), using the Stimulus-Organism-Response (S-O-R) theory and the Technology Acceptance Model (TAM). Mixed methods are applied: in-depth interviews with ten regular online shoppers and focus group discussions with e-commerce managers for qualitative data collection, and survey techniques to gather quantitative data from 319 online shoppers. Data analysis was performed using SPSS 22.0 and AMOS 22.0. Our findings reveal five factors as a stimulus - visual appeal, website ease of use, product availability, portability, and social influence – and three factors as an organism - instant gratification, impulsiveness, and trust, that lead to the response of urge to buy impulsively. Significant positive effects are found among these constructs, except the relationship between portability and impulsiveness, visual appeal, social influence, trust, instant gratification, and urge to buy impulsively.

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影响越南网购消费者对 Biti 的猎人运动鞋冲动购买的因素

本研究运用刺激-机体反应(S-O-R)理论和技术接受模型(TAM)，探讨了促使越南胡志明市(HCMC)网上购物者冲动购买Biti’s Hunter运动鞋(BHS)的因素。采用了混合方法:对10名经常在线购物者进行深度访谈，与电子商务经理进行焦点小组讨论，进行定性数据收集，并使用调查技术收集319名在线购物者的定量数据。采用SPSS 22.0和AMOS 22.0进行数据分析。我们的发现揭示了五个因素作为刺激因素——视觉吸引力、网站易用性、产品可用性、便携性和社会影响力——以及三个因素作为一个有机体——即时满足、冲动和信任，导致冲动购买的反应。除便携性与冲动、视觉吸引力、社会影响力、信任、即时满足和冲动购买之间的关系外，其他构式均存在显著的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Eastern European and Central Asian Research (JEECAR)

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