The Impulse Buying Behavior on Social Networks among Generation Z Consumers in Vietnam

This research aims to investigate the factors that influence Generation Z's impulsebuying tendencies on social media.The study proposes a model that combines the Latent state-trait (LST) theory and Stimulus-Organism-Response (SOR) framework to identify the factors that affect impulsive buying behavior.Mixed-method design is conducted for this study.The data was collected through an online survey of 295 social media users from Gen Z in Vietnam, which was analyzed using PLS-SEM.Based on the findings, it appears that impulsiveness plays a key role in triggering impulsive buying behavior.Both the urge to buy and the actual act of purchasing are positively influenced by this trait.Furthermore, the propensity to make impulsive purchases is also a contributing factor.Website visual appeal and perceived enjoyment do not significantly impact impulsive buying.However, reasonable prices and positive user feedback were strongly linked with impulsive tendencies.The study has practical significance for businesses seeking to tap into social media-based shopping among Gen Z consumers.