Factors Affecting Online Impulsive Clothing Buying Behavior of Students at University of Phan Thiet

Abstract

Nowadays, online shopping is increasingly popular and thriving, especially among young people. This study aims to explore, identify, and measure the factors that influence the online impulsive clothing buying behavior of students at University of Phan Thiet. The survey data was collected by interviewing 250 students studying at the university from November 2022 to February 2023. The authors use qualitative and quantitative research methods to perfect the scale and verify the relationships between factors. The research results indicate four factors affecting the online impulsive clothing buying behavior of University of Phan Thiet students in order of impact from high to low, as follows: (1) visual appeal, (2) mobility; (3) impulsivity; and (4) promotional activity. The authors suggest a number of policy implications in light of the research’s findings to increase students’ intentions to engage in impulsive online shopping for clothing, both at the University of Phan Thiet and elsewhere.