An empirical study on factors influencing consumer impulsive purchase behavior: a case of Ho Chi Minh city in the 4.0 era

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.