Factors Influencing Impulsive Buying Decisions of Vietnamese Youth on Social Network

ABSTRACT : This study investigates the factor groups influencing impulsive buying behavior on social media among Vietnamese youth. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical model, the research targets individuals aged 14 to under 30 who frequently engage in online shopping on platforms such as Facebook, Instagram, and TikTok. A mixed-method approach was employed, combining qualitative expert interviews with quantitative survey analysis. Using a sample of 390 valid responses collected through both online and offline channels, the study applied Cronbach’s Alpha to assess measurement reliability and Exploratory Factor Analysis (EFA) to identify underlying constructs. The findings reveal seven main factor groups affecting impulsive buying behavior: visual stimulation, price and promotion, social network features, social influence, positive emotions, perceived product value, and impulsive buying tendency. These insights offer valuable implications for online businesses seeking to design targeted marketing strategies that enhance consumer engagement and drive unplanned purchases among young consumers in the digital age.

KEYWORDS: Impulsive buying, social network, Vietnamese youth. JEL Code: M31, L81.