营销刺激和情境因素对越南消费者冲动购买行为的影响

Cao Tuan Khanh, Nguyen Thi Thu Huong
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引用次数: 0

摘要

如今,随着生活水平的日益提高,消费者的需求也越来越多样化。由于日常购买活动越来越缺乏计划性,冲动性购买日益成为常态。本文在回顾以往研究的基础上,重点分析了影响越南三个最大城市(河内、岘港和胡志明)消费者冲动购买行为的因素,并分析了营销刺激和情景因素的影响。通过在线调查从 264 名冲动购物的越南消费者那里获得了数据。假设检验和路径建模表明,在四个营销刺激因素中,除价格刺激外,其他因素都对冲动性购买行为有显著的积极影响。此外,时间压力和支付能力对越南城市消费者的冲动性购买行为也有显著影响。这些发现丰富了市场刺激、情境因素和冲动购买行为之间关系的现有知识。这些研究结果也对那些旨在刺激消费者心理欲望变化,从而刺激消费者进行冲动性购买行为的企业具有重要意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Influence of Marketing Stimulation and Situational Factors on Impulse Purchasing Behavior of Vietnamese Consumers
Today, with the increasingly improved standards of living, consumers’ demands are becoming more diverse. As daily purchasing activities are becoming less planned, impulse purchases are increasingly the norm. This paper focuses on factors influencing consumers’ impulse purchase behavior in three of Vietnam’s largest cities (Hanoi, Da Nang and Ho Chi Minh) based on a review of previous research as well as an analysis of effects of marketing stimuli and situational factors. Data were obtained from 264 Vietnamese consumers who have made impulse purchases using an online survey. Hypothesis testing and path modeling demonstrated that among four marketing stimuli factors, except for price incentives, all have a significant positive impact on impulsive purchase behavior. In addition, time pressure and ability to pay have a significant impact on impulsive purchase behaviors of urban Vietnamese consumers. These findings enrich the extant knowledge on the relationship between marketing stimulation, situational factors and impulse purchasing behavior. They also have important implications for firms that aim to stimulate changes in consumers' psychological desires, thereby stimulating consumers to engage in impulsive purchase behavior.
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