Exploring Factors Affecting the Impulse Buying Behavior on Social Networks in Vietnam: The Case Study of Thai Nguyen
Exploring Factors Affecting the Impulse Buying Behavior on Social Networks in Vietnam: The Case Study of Thai Nguyen
This study provides detailed information about impulse buying on social networking by exploring the relationship of these characteristics to the impulse buying behavior. Based on the SOR and CIFE models, we developed a theoretical model and demonstrated empirically that demonstrates online store stimuli, personalized advertising, and reliance on online word of mouth, impulse buying tendency, and on-line trust effect to impulse buying behavior. 198 questionnaires were collected from consumers usi