Factors affecting consumers’ impulsive buying decision on television at Best Buy Vietnam

• Main Authors: Hà Nam Khánh Giao, Nguyễn Thị Hồng Mơ
• Format: Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 2020-08-01
• Series: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh
• Subjects: công ty best buy việt nam; quyết định mua hàng ngẫu hứng qua truyền hình; thôi thúc mua hàng ngẫu hứng
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/621
• ISSN: 2734-9306; 2734-9578

This research aims to investigate factors affecting consumers’ impulsive buying decision on TV at Best Buy Vietnam (BBVN). The study uses a combination of Cronbach’s Alpha, EFA, CFA, and Structural Equation Modelling (SEM) methods to collect data from 560 consumers, then the data were analyzed using SPSS and AMOS.The result reveals 03 factors affecting Urge to buy impulsively in descending order of importance including:Characteristics of company and products, Time spent watching online shopping programs, and Attraction of program host and celebrity. The impact of Urge to buy impulsively on TV Impulsive Buying Decision are weaker than that of Risk Impression. Accordingly, the research suggests some solutions for BBVN Management to better serve their consumers.