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18/11/2020
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Nguyen, T. Q. N., & Giang, B. Q. N. (2021). An empirical study on factors influencing consumer impulsive purchase behavior: a case of Ho Chi Minh city in the 4.0 era. Journal of International Economics and Management, 20(3), 17-41. https://doi.org/10.38203/jiem.020.3.0014
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An empirical study on factors influencing consumer impulsive purchase behavior: a case of Ho Chi Minh city in the 4.0 era
Main Article Content
Abstract
The fourth industrial revolution (the 4.0 era) has provided companies with more opportunities to attract potential clients across technology-based platforms, thus, bringing new factors that offer a tremendous incentive to buy impulsively, namely Contextual Targeting. Nevertheless, far too little attention has lately been paid to impulse buying behavior in Vietnam. This study offers a comprehensive view on how impulsive behavior is produced, analyzes factors having considerable significance to the impulsiveness, and proposes tactics businesses may use to maximize their sales. The data for this study were selected randomly from the population of Ho Chi Minh city via a survey in the second half of February 2020. From Exploratory Factors Analysis and Multiple Regression Analysis, results reveal that contextual targeting of advertising, packaging, and moods are strongly linked to impulse buying behaviors of Vietnamese consumers, especially in Ho Chi Minh city in the 4.0 era. The study proposes appropriate tactics for businesses to employ as a cheat-sheet, which helps manipulate customer mannerism to maximize profits.
Article Details
Keywords
Impulsive purchase behavior, Impulse buying behavior, Vietnamese customer
References
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Dawson, S. and Kim, M. (2010), “Cues on apparel web sites that trigger impulse purchases”, Journal of Fashion Marketing and Management: An International Journal, Vol. 1 No. 2, pp. 57 – 69.
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Lu, X., Zhao, X. and Xue, L. (2016), “Is combining contextual and behavioral targeting strategies effective in online advertising?”, ACM Transactions on Management Information Systems (TMIS), Vol. 7 No. 1, pp. 1 - 20.
Lou, X. and Seyedian, M. (2003), “Contextual marketing and customer-orientation strategy for e-commerce: an empirical analysis”, International Journal of Electronic Commerce, Vol. 8 No. 2, pp. 95 - 118.
Mai, N.T.T., Jung, K., Lantz, G. and Loeb, S.G. (2003), “An exploratory investigation into impulse buying behavior in a transitional economy: a study of urban consumers in Vietnam”, Journal of International Marketing, Vol. 11 No. 2, pp. 13 - 35.
Mai, N.T.T. and Jerman, R. (2006), "An exploratory investigation into outcomes of impulse buying in Vietnam, a transitional economy", Asia-Pacific Advances in Consumer Research, Vol. 7, pp. 7 – 13.
Maslow, A.H. (1943), “A theory of human motivation”, Psychological Review, Vol. 50 No. 4, pp. 370 - 396.
Mazhar, M., Daud, S., Arz Bhutto, S. and Mubeen, M. (2015), “Impact of product packaging on consumers buying behavior: evidence from Karachi”, Journal of Marketing and Consumer Research, Vol. 16 No. 1, pp. 35 - 42.
McSpadden, K. (2015), “You now have a shorter attention span than a goldfish”, Time Online Magazine, available at https://time.com/3858309/attention-spansgoldfish/ (accessed May 04, 2020).
Mix, M. (2018), Millenials, Jakarta, Indonesia: Fantasious x Loveable.
Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000), “Self-service technologies: understanding customer satisfaction with technology-based service encounters”, Journal of Marketing, Vol. 64 No. 3, pp. 50 - 64.
Nga, N.T.Q. and Huynh, L.D.N. (2019), “Determinants of organic cosmetics purchasing intention of consumers in Ho Chi Minh city”, External Economics Review, Vol. 116, pp. 100 - 116.
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Nunally, J.C. (1994), Psychometric Theory 3E, Tata McGraw-Hill Education.
Oberecker, E.M. and Diamantopoulos, A. (2011), “Consumers’ emotional bonds with foreign countries: does consumer affinity affect behavioral intentions?”, Journal of International Marketing, Vol. 19 No. 2, pp. 45 - 72.
Park, H.J. and Burns, L.D. (2005), “Fashion orientation, credit card use, and compulsive buying”, Journal of Consumer Marketing, Vol. 22 No. 3, pp. 135 – 141.
Peterson, R.A. and Sauber, M. (1983), “A mood scale for survey research”, In W.O. Bearden, R.G. Netemeyer, and K.L. Haws, (Eds.), Handbook of Marketing Scales (pp. 187 - 188), SAGE Publications Inc.
Posner, E.A. (2000), “Law and social norms: the case of tax compliance”, Virginia Law Review, Vol. 86 No. 8 pp. 1781 - 1819.
Rook, D.W. (1987), “The buying impulse”, Journal of Consumer Research, Vol. 14 No. 2, pp. 189 - 199.
Shaheen, M. and Lodhi, R.N. (2016), “Impact of social media marketing on consumer decision making process: descriptive study of Pakistan”, Journal of Business Strategies, Vol. 10, pp. 57 - 71.
Shapiro, J.M. (2015), “Impulse buying: a new framework”, in Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference (pp. 76-80), Springer, Cham.
Stern, H. (1962), “The significance of impulse buying today”, Journal of Marketing, Vol. 26 No. 2, pp. 59 - 62.
Suryadi, B. (2015), “Generasi y: karakteristik, masalah and peran konselor”, Seminar and Workshop Internasional Malindo 4 di Bali.
Thaler, R.H. (1985), “Mental accounting and consumer choice”, Marketing Science, Vol. 4 No. 3, pp. 199 - 214.
Thaler, R.H. (2016), “Behavioral economics: past, present, and future”, American Economic Review, Vol. 106 No. 7, pp. 1577 - 1600.
Thanh, N.T., Mai, N.T.T. and Khang, N.T. (2016), “Impulse buying’s antecedents and consequences in the context of Vietnam: an Asian transitional economy”, Journal of Economics and Development, Vol. 18 No. 1, pp. 74 - 91.
Tho, N.D. (2011), Methods of scientific research in business, Publisher Socialist Labor.
Thompson, D. (2017), Hit makers: the science of popularity in an age of distraction, Penguin Audio Publishing.
Tien, M.B. (2018), “Attitudes and behavior of Vietnamese toward to consumer affinity in term of travel abroad”, Business and Economic Research, Vol. 8 No. 2, pp. 204 - 213.
Verlegh, P.W. (2007), “Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives”, Journal of International Business Studies, Vol. 38 No. 3, pp. 361 - 373. Weinberg, P. and Gottwald, W. (1982), “Impulsive consumer buying as a result of emotions”, Journal of Business Research, Vol. 10, pp. 43 - 57.
Zmuda, N. (2009), “Tropicana line’s sales plunge 20% post-rebranding”, Advertising Age, available at https://adage.com/article/news/tropicana-line-ssales-plunge-20-post-rebranding/135735 (accessed May 04, 2020).
Bahrainizad, M. and Rajabi, A. (2018), “Consumers’ perception of usability of product packaging and impulse buying”, Journal of Islamic Marketing, Vol. 9 No. 2, pp. 262 - 282.
Bellenger, D.N., Robertson, D.H. and Hirschman, E.C. (1978), “Impulse buying varies by product”, Journal of Advertising Research, Vol. 18 No. 2, pp. 15 - 18.
Bernard, Y. and Zarrouk-Karoui, S. (2014), “Reinforcing willingness to buy and to pay due to consumer affinity towards a foreign country”, International Management Review, Vol. 10 No. 2, pp. 57 - 67.
Cho, J., Ching, G.S. and Luong, T.H. (2014), “Impulse buying behavior of Vietnamese consumers in supermarket setting”, International Journal of Research Studies in Management, Vol. 3 No. 2, pp. 33 - 50.
Chi, N.T.P., Thuy, N.T. and Ngan, L.T.T. (2018), “Impact of country image on the purchase intention: a research for mobile phone of Vietnam, US, Japan and China”, External Economics Review, Vol. 109, pp. 27 - 41.
Clark, M.S. and Isen, A.M. (1982), “Toward understanding the relationship between feeling states and social behavior”, Cognitive Social Psychology, Vol. 73, pp. 73 - 108.
Cobb, C.J. and Hoyer, W.D. (1986), “Planned versus impulse purchase behavior”, Journal of Retailing, Vol. 62 No. 4, pp. 384 - 409.
Curty, R.G. and Zhang, P. (2011), “Social commerce: looking back and forward”, Proceedings of the American Society for Information Science and Technology, Vol. 48 No. 1, pp. 1 - 10.
Danziger, P. (2006), Shopping: why we love it and how retailers can create the ultimate customer experience, Kaplan Publishing.
Davies, J (2018), Personalization diminished: in the GDPR era, contextual targeting is making a comeback, Digiday.
Dawson, S. and Kim, M. (2010), “Cues on apparel web sites that trigger impulse purchases”, Journal of Fashion Marketing and Management: An International Journal, Vol. 1 No. 2, pp. 57 – 69.
Diffley, S., Kearns, J., Bennett, W. and Kawalek, P. (2011), “Consumer behaviour in social networking sites: implications for marketers”, Irish Journal of Management, Vol. 12 No. 2, pp. 47 - 65.
Ellickson, R.C. (2001), “The market for social norms”, American Law and Economics Review, Vol. 3 No. 1, pp. 1 - 49.
Ertemel, A.V. and Ammoura, A. (2016), “The role of social media advertising in consumer buying behavior”, International Journal of Commerce and Finance, Vol. 2 No. 1, pp. 81 - 89.
Faber, R.J. and O’Guinn, T.C. (1989), “Compulsive buying: a phenomenological exploration”, Journal of Consumer Research, Vol. 16 No. 2, pp. 147 - 157.
Forbes, L.P. and Vespoli, E.M. (2013), “Does social media influence consumers’ buying behavior? An investigation of recommendation sand purchases”, Journal of Business and Economic Research, Vol. 11 No. 2, pp. 107 - 111.
Gardner, M.P. (1985), “Mood states and consumer behavior: a critical review”, Journal of Consumer Research, Vol. 12 No. 3, pp. 281 - 300.
Hair, J.F., Anderson, R.E., Tatham, R. and Black, W.C. (1995), Multivariate data analysis, 3rd eds. Prentice Hall (Higher Education Division, Pearson Education).
Han, Y.K., Morgan, G.A., Kotsiopulos, A. and Kang-Park, J. (1991), “Impulse buying behavior of apparel purchasers”, Clothing and Textile Research Journal, Vol. 9 No. 3, pp. 15 - 21.
Kim, Y.A. and Srivastava, J. (2007), “Impact of social influence in e-commerce decision making”, in Proceedings of the Ninth International Conference on Electronic Commerce (pp. 293 - 302), CEC07: Ninth International Conference on Electronic Commerce Minneapolis MN USA.
Kollat, D.T. and Willett, R.P. (1967), “Customer impulse purchasing behavior”, Journal of Marketing Research, Vol. 4 No. 1, pp. 21 - 31.
Kukar-Kinney, M., Ridgway, N.M. and Monroe, K.B. (2012), “The role of price in the behavior and purchase decisions of compulsive buyers”, Journal of Retailing, Vol. 88 No. 1, pp. 63 - 71. Lo, L.Y.S., Lin, S.W. and Hsu, L.Y. (2016), “Motivation for online impulse buying:
a two-factor theory perspective”, International Journal of Information Management, Vol. 36 No. 5, pp. 759 - 772.
Lu, X., Zhao, X. and Xue, L. (2016), “Is combining contextual and behavioral targeting strategies effective in online advertising?”, ACM Transactions on Management Information Systems (TMIS), Vol. 7 No. 1, pp. 1 - 20.
Lou, X. and Seyedian, M. (2003), “Contextual marketing and customer-orientation strategy for e-commerce: an empirical analysis”, International Journal of Electronic Commerce, Vol. 8 No. 2, pp. 95 - 118.
Mai, N.T.T., Jung, K., Lantz, G. and Loeb, S.G. (2003), “An exploratory investigation into impulse buying behavior in a transitional economy: a study of urban consumers in Vietnam”, Journal of International Marketing, Vol. 11 No. 2, pp. 13 - 35.
Mai, N.T.T. and Jerman, R. (2006), "An exploratory investigation into outcomes of impulse buying in Vietnam, a transitional economy", Asia-Pacific Advances in Consumer Research, Vol. 7, pp. 7 – 13.
Maslow, A.H. (1943), “A theory of human motivation”, Psychological Review, Vol. 50 No. 4, pp. 370 - 396.
Mazhar, M., Daud, S., Arz Bhutto, S. and Mubeen, M. (2015), “Impact of product packaging on consumers buying behavior: evidence from Karachi”, Journal of Marketing and Consumer Research, Vol. 16 No. 1, pp. 35 - 42.
McSpadden, K. (2015), “You now have a shorter attention span than a goldfish”, Time Online Magazine, available at https://time.com/3858309/attention-spansgoldfish/ (accessed May 04, 2020).
Mix, M. (2018), Millenials, Jakarta, Indonesia: Fantasious x Loveable.
Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000), “Self-service technologies: understanding customer satisfaction with technology-based service encounters”, Journal of Marketing, Vol. 64 No. 3, pp. 50 - 64.
Nga, N.T.Q. and Huynh, L.D.N. (2019), “Determinants of organic cosmetics purchasing intention of consumers in Ho Chi Minh city”, External Economics Review, Vol. 116, pp. 100 - 116.
Nguyen, V.D. and Trinh, B.V. (2019), “Retail in Vietnam - Navigating the digital retail landscape”, Deloitte Organization, available at https:// www2.deloitte.com/ content/ dam/Deloitte/vn/Documents/consumer - business/ vn - cb - vietnam - consumer retail-2019.pdf (accessed May 04, 2020).
Nunally, J.C. (1994), Psychometric Theory 3E, Tata McGraw-Hill Education.
Oberecker, E.M. and Diamantopoulos, A. (2011), “Consumers’ emotional bonds with foreign countries: does consumer affinity affect behavioral intentions?”, Journal of International Marketing, Vol. 19 No. 2, pp. 45 - 72.
Park, H.J. and Burns, L.D. (2005), “Fashion orientation, credit card use, and compulsive buying”, Journal of Consumer Marketing, Vol. 22 No. 3, pp. 135 – 141.
Peterson, R.A. and Sauber, M. (1983), “A mood scale for survey research”, In W.O. Bearden, R.G. Netemeyer, and K.L. Haws, (Eds.), Handbook of Marketing Scales (pp. 187 - 188), SAGE Publications Inc.
Posner, E.A. (2000), “Law and social norms: the case of tax compliance”, Virginia Law Review, Vol. 86 No. 8 pp. 1781 - 1819.
Rook, D.W. (1987), “The buying impulse”, Journal of Consumer Research, Vol. 14 No. 2, pp. 189 - 199.
Shaheen, M. and Lodhi, R.N. (2016), “Impact of social media marketing on consumer decision making process: descriptive study of Pakistan”, Journal of Business Strategies, Vol. 10, pp. 57 - 71.
Shapiro, J.M. (2015), “Impulse buying: a new framework”, in Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference (pp. 76-80), Springer, Cham.
Stern, H. (1962), “The significance of impulse buying today”, Journal of Marketing, Vol. 26 No. 2, pp. 59 - 62.
Suryadi, B. (2015), “Generasi y: karakteristik, masalah and peran konselor”, Seminar and Workshop Internasional Malindo 4 di Bali.
Thaler, R.H. (1985), “Mental accounting and consumer choice”, Marketing Science, Vol. 4 No. 3, pp. 199 - 214.
Thaler, R.H. (2016), “Behavioral economics: past, present, and future”, American Economic Review, Vol. 106 No. 7, pp. 1577 - 1600.
Thanh, N.T., Mai, N.T.T. and Khang, N.T. (2016), “Impulse buying’s antecedents and consequences in the context of Vietnam: an Asian transitional economy”, Journal of Economics and Development, Vol. 18 No. 1, pp. 74 - 91.
Tho, N.D. (2011), Methods of scientific research in business, Publisher Socialist Labor.
Thompson, D. (2017), Hit makers: the science of popularity in an age of distraction, Penguin Audio Publishing.
Tien, M.B. (2018), “Attitudes and behavior of Vietnamese toward to consumer affinity in term of travel abroad”, Business and Economic Research, Vol. 8 No. 2, pp. 204 - 213.
Verlegh, P.W. (2007), “Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives”, Journal of International Business Studies, Vol. 38 No. 3, pp. 361 - 373. Weinberg, P. and Gottwald, W. (1982), “Impulsive consumer buying as a result of emotions”, Journal of Business Research, Vol. 10, pp. 43 - 57.
Zmuda, N. (2009), “Tropicana line’s sales plunge 20% post-rebranding”, Advertising Age, available at https://adage.com/article/news/tropicana-line-ssales-plunge-20-post-rebranding/135735 (accessed May 04, 2020).