A study on the antecedents and consequences of online impulse buying in the context of vietnam

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY VAN THANH THAO A STUDY ON THE ANTECEDENTS AND CONSEQUENCES OF ONLINE IMPULSE BUYING IN THE CONTEXT OF VIETNAM MASTER’S THESIS VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY VAN THANH THAO A STUDY ON THE ANTECEDENTS AND CONSEQUENCES OF ONLINE IMPULSE BUYING IN THE CONTEXT OF VIETNAM MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01 RESEARCH SUPERVISORS: PROF DR MOTONARI TANABU DR BUI MY TRINH Hanoi, 2023 [STATEMENT OF COMMITMENT I have read and understood the plagiarism violations I pledge with personal honor that this research result is my own and does not violate the Regulation on prevention of plagiarism in academic and scientific research activities at Vietnam Japan University (Issued together with Decision No 700/QĐ-ĐHVN dated 30/9/2021 by the Rector of Vietnam Japan University) This dissertation is being submitted in partial fulfillment of requirements for the master’s degree in Business Administration Other sources are acknowledged by giving explicit references.] The author, Van Thanh Thao ACKNOWLEDGEMENT I am delighted to present this thesis, which is the result of my intensive study and personal development during my two-year studying at Vietnam – Japan university Throughout this journey, I have faced numerous challenges but not once have I faced them alone First, I would like to convey my profound appreciation to my thesis advisors: Prof Motonari Tanabu and Dr Bui My Trinh Their unwavering guidance and constructive feedback have pointed me in the right direction, pulling me back from many times I got off the track Furthermore, I would like to extend my gratitude to Prof Yoshiki Matsui, Prof Hisashi Kurata and Prof Sadami Suzuki for their valuable comments during the weekly joint seminars Second, I would like to acknowledge Mr Nguyen Ngoc Anh and Mr Nguyen Anh Hao, PhD students at Yokohama National University (YNU) I consider myself very lucky to have the unconditional helps from my seniors at YNU Being able to share my ideas with them and at the same time receiving practical advices from them helped me improve a lot in all aspects of my thesis Third, I am grateful for the constant encouragement of my friends and my fellow classmates Whenever I was overwhelmed with the feelings of depression and self-doubt, they would always be there to cheer me on and remind me that I am capable of overcoming any obstacles Lastly, I would like to send my heartfelt thanks to all the professors and faculty members of Vietnam Japan University, Yokohama National University and Ms Nguyen Thi Huong (the program assistant) for their support during the past two years This thesis is dedicated to each and every one of you The author, Van Thanh Thao ABSTRACT Purpose – This study aims to identify factors that influence impulse buying and the consequences of impulse buying towards livestreaming shopping in Vietnam Design/methodology/approach – A total of 140 responses were collected using questionnaire survey methodology Due to small sample size, data were subsequently analyzed using PLS-SEM Finding – The result finds positive and significant relationships between parasocial interaction and the two dimensions of flow state (enjoyment and concentration) whereas it finds no significant relationship between emotional contagion and these two dimensions Both enjoyment and concentration have an influence on impulse buying Besides, the study shows a significant connection between impulse buying and process regret whereas it shows no significant connection between impulse buying and outcome regret as well as satisfaction Practical implications – E-retailers and E-marketers should leverage the combined effect of emotional contagion and parasocial interaction to stimulate impulse buying in a livestream environment At the same time, they should help consumers reduce process regret by providing adequate information and assistance based on suggestive recommendations so that customers can make more informed decisions Although, customers’ satisfaction toward products during the post-purchase phase depend on other factors rather than the degree of impulse buying, e-retailers and e-marketers can still take advantage of the customer’s satisfaction towards the buying process by reminding them of this type of pleasure Keywords: Live commerce, Impulse buying, Parasocial interaction, Emotional contagion, Flow state, Regret, Satisfaction, S-O-R theory TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research motivation .1 1.1.1 Practical necessity 1.1.2 Theoretical necessity .2 1.2 Research objectives and research questions 1.3 Research scope 1.4 Research structure CHAPTER 2: LITERATURE REVIEW .8 2.1 Review of S-O-R theory 2.2 Review of related definitions 2.2.1 Parasocial interaction and Emotional contagion as Stimuli 2.2.2 Flow state as Organism .10 2.2.3 Impulse buying as Response .11 2.2.4 Satisfaction and Regret as Consequences 12 2.3 Review of related studies 13 2.4 Hypothesis development .15 2.4.1 Emotional contagion and Flow state 15 2.4.2 Parasocial interaction and Flow state 15 2.4.3 Emotional contagion and Parasocial Interaction .16 2.4.4 Flow state and Impulse buying 16 2.4.5 Impulse buying and Regrets 17 2.4.6 Impulse buying and Satisfaction 18 2.4.7 Regrets and Satisfaction 18 2.5 Conceptual model 18 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Sampling and Data collection 20 3.2 Scale measurements 21 3.3 Data analysis methodology 22 3.3.1 Assessing the measurement model .22 3.3.2 Assessing the structural model 24 CHAPTER 4: ANALYSIS AND RESULTS 25 4.1 Descriptive statistics .25 4.1.1 Demographic description 25 4.1.2 Purchase description 26 4.1.3 Descriptive analysis 27 4.2 Assessing the measurement model 29 4.2.1 Reliability analysis 29 4.2.2 Validity analysis 31 4.3 Assessing the structural model 34 4.3.1 Detecting multicollinearity 34 4.3.2 Hypothesis testing .35 4.3.3 Effect size f2 37 CHAPTER 5: CONCLUSION .39 5.1 General discussion 39 5.2 Theoretical contributions .42 5.3 Practical implications 43 5.4 Limitations and future research directions 44 REFERENCES .46 APPENDIX 1: QUESTIONNAIRE .53 APPENDIX 2: MEASUREMENT SCALE 58 LIST OF TABLES Table 1.1 Recent studies investigating factors that drive impulse buying behavior in Live Commerce .2 Table 1.2 Related literature in the consequences of impulse buying .4 Table 4.1 Demographic information 25 Table 4.2 Purchase description .26 Table 4.3 Descriptive statistics .28 Table 4.4 Indicator and Construct Reliability 30 Table 4.5 Convergent validity 31 Table 4.6 Discriminant validity - Fornell Larcker criterion 32 Table 4.7 Discriminant validity - HTMT .32 Table 4.8 Discriminant validity – HTMT (bootstrap) 33 Table 4.9 Collinearity statistics (VIF) of exogenous variables 35 Table 4.10 Hypothesis testing 36 Table 4.11 Effect size 38 i LIST OF FIGURES Figure 2.1 Proposed model 19 Figure 4.1 The measurement model .34 Figure 4.2 The structural model 37 ii LIST OF ABBREVIATIONS CONC : Concentration EC : Emotional contagion ENJ : Enjoyment IBB : Impulse buying behavior PI : Parasocial interaction OUTREG : Outcome regret PROREG : Process regret SAT : Satisfaction S-commerce : Social commerce S-O-R : Stimulus – Organism – Response iii findings on online impulse-buying behavior, future researchers are encouraged to include a more diverse sample A more diverse sample would encompass individuals from various demographic backgrounds, such as different age groups, genders and income Future research should also consider age, gender, and income as important control variables when investigating impulse buying behavior By including these variables as control factors, researchers can better isolate the specific effects of impulse buying and determine whether its impact varies across different demographic groups Third, this study investigates consumers' past impulse buying behavior within a specific timeframe of the past four months As a result, there is a temporal ambiguity of how they experienced feeling of satisfaction and regret from impulse purchase It is possible for individuals to initially feel satisfied with an impulse purchase but gradually become dissatisfied as they gain more experience with the product Future research should consider narrowing the study period to a shorter time frame, such as one to two weeks immediately following the purchase, to mitigate potential nuances in participants' responses Other potential directions include: comparing the difference between impulse buying and planned buying; studying another type of regret (regret due to insignificance) where the consumers regret buying the products that he or she does not really need and end up comparing his or her current status with past status (inaction status quo) 45 REFERENCES Abdelsalam, S., Salim, N., Alias, R A., & Husain, O (2020) Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review IEEE Access, 8, 89041–89058 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Exploring consumers’ impulse buying behavior in live streaming shopping In Proceedings of the Fifteenth International Conference on Management Science and Engineering Management: Volume 15 (pp 610-622) Springer International Publishing https://doi.org/10.1007/978-3-030-792039_47 52 APPENDIX 1: QUESTIONNAIRE Giới thiệu Thân chào bạn, Mình Văn Thanh Thảo, học viên chương trình Thạc sĩ Quản trị Kinh doanh, trường Đại học Việt Nhật - Đại học Quốc gia Hà Nội Hiện tại, thực luận văn tốt nghiệp với đề tài nghiên cứu hành vi mua hàng qua livestream Bảng khảo sát gồm 40 câu hỏi, dự kiến cần 7-10 phút để trả lời Mình xin cam kết liệu thu thập bảo mật sử dụng cho mục đích nghiên cứu Xin chân thành cảm ơn bạn dành thời gian q báu giúp hồn thành bảng khảo sát Trân trọng, Văn Thanh Thảo Email: 21117022@st.vju.ac.vn Introduction Dear Sir/Madam, My name is Van Thanh Thao, an MBA student from Vietnam Japan University Vietnam National University, Hanoi I am currently working on my master thesis which focuses on Online Buying in Livestreaming E-commerce The survey consists of 40 questions in total and takes approximately 7-10 minutes to complete Data collected from this survey will be kept confidential and used for research purpose only Thank you for taking your time to complete this survey Best regards, Van Thanh Thao Email: 21117022@st.vju.ac.vn Phần 1: Câu hỏi chọn lọc đối tượng Bạn mua hàng livestream nhiều lần vui lòng hồi tưởng cụ thể MỘT LẦN mua hàng tháng gần (kể từ Tết Dương lịch) Lần mua phải thỏa mãn điều kiện sau: (1) Bạn đặt mua qua livestream, nhận hàng sử dụng sản phẩm thuộc nhóm Hàng thời trang Mỹ phẩm trang điểm (2) Bạn mua ngẫu hứng mà KHƠNG có kế hoạch hay ý định mua sản phẩm trước xem livestream (có thể bạn muốn mua ủng hộ streamer, bị thu hút hấp dẫn lạ sản phẩm, không muốn bỏ lỡ chương trình khuyến nhận có sản phẩm khác ngồi ý định/kế hoạch mua kèm để bổ sung cho sản phẩm bạn dự định mua, …) *Nếu có trải nghiệm hồi tượng, đối tượng khảo sát tiếp tục đến phần Nếu không bảng hỏi kết thúc 53 Section 1: Respondent screening You may have many purchases made via livestream but please recall ONE purchase only within the last months (since New Year's holiday) That purchase must satisfy two following conditions: (1) You made the order via livestream, received and used at least one item that belongs to the Fashion and Makeup categories (2) You had no plan to buy that product before watching the livestream (maybe because you suddenly wanted to buy something to support the streamer, were attracted by the appeal of the product, did not want to miss out on a sales promotion or bought it to complement the product you were planning to buy, etc.) * If the respondent has had this experience and can recall it, he/she will continue to the next section Otherwise, the questionnaire ends here Phần / Section 2: Mô tả chung lần mua hàng/ Purchase description Sản phẩm mua ngồi kế hoạch/ý định bạn gì? / What is your unplanned item?  Thời trang (Quần áo) / Fashion items (Clothing)  Phụ kiện thời trang (Giày dép, túi xách, mũ nón, đồng hồ, kính mắt, trang sức, etc.) / Accesorries (Shoes, bags, hats, watch, glasses, jewelry, etc.)  Mỹ phẩm trang điểm / Makeup items Bạn cảm thấy trị giá sản phẩm đó? / How you perceive the price of that item?  Rẻ / Cheap  Không đắt không rẻ / Neither cheap nor expensive  Đắt / Expensive  Rất đắt / Very expensive Sản phẩm có mua kèm với sản phẩm khác mà bạn có kế hoạch mua từ trước buổi livestream không? / Was that item purchased together with other items that you had previously planned to purchase before the livestream?  Có / Yes  Khơng / No Bạn mua sản phẩm tảng livestream nào? / On which livestreaming platforms did you make the purchase?  Facebook  Shopee  Tiktok  Lazada  Instagram  Khác: … / Others: …  Tiki 5* (Trap question) Sau nhận hàng thử (sử dụng), cảm thấy sản phẩm đó: / After receiving the item and (trying) using it, I perceived that item:  Tệ nhiều so với mong đợi / Much worse than expected  Tệ so với mong đợi / Worse than expected  Đúng mong đợi / Meet my expectation  Tốt so với mong đợi / Better than expected 54  Tốt nhiều so với mong đợi / Much better than expected Phần / Section 3: Câu hỏi / Main questions *Các câu hỏi phần xáo trộn thứ tự bảng hỏi thực tế / Questions in this section were randomized in the actual online/offline form Anh/Chị vui lòng đánh giá mức độ đồng ý với việc câu hỏi sau, theo thang đo từ đến / Please rate your level of agreement with the following statements on a scale from to 5: Strongly disagree / Rất không đồng ý Disagree / Không đồng ý Neither agree nor disagree / Trung lập Agree / Đồng ý Strongly agree / Rất đồng ý No Câu hỏi / Questions Người dẫn livestream khiến cảm thấy thoải mái thể với người bạn / The streamer made me feel comfortable, as if I was with a friend Tôi thấy người dẫn livestream người tự nhiên, chân thật thực tế (khơng "diễn", khơng nói điều viển vơng) / I saw the streamer as a natural, down-to-earth person Tôi mong chờ xem người dẫn livestream livestream khác / I look forward to watching the streamer in another livestream session Nếu người dẫn livestream xuất livestream khác, tơi xem / If the streamer would appear in another livestreaming session, I would watch it 10 Tôi thấy người dẫn livestream thu hút có duyên / I found the streamer to be attractive 11 Tôi bị sâu vào buổi livestream / I was absorbed intensely in the livestream 12 Mọi ý tập trung vào buổi livestream / My attention was focused on the livestream 13 Tơi tập trung hồn tồn vào việc xem livestream / I concentrated fully on the livestream 14 Tôi mải mê xem livestream / I was deeply engrossed in the livestream 15 Tôi cảm thấy buổi livestream thú vị, hấp dẫn / The livestream was interesting 16 Tôi cảm thấy buổi livestream thoải mái dễ chịu / The livestream was enjoyable 17 Tôi cảm thấy buổi livestream hào hứng, sôi / The livestream was exciting 55 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 Tôi cảm thấy buổi livestream vui vẻ / The livestream was fun Khi xem livestream, mua sản phẩm mà chưa có ý định mua / When I watched the livestream, I bought the product that I had never intended to buy Khi xem livestream, mua sản phẩm dựa cảm giác tơi thời điểm / When I watched the livestream, I bought the product based on how I felt at the moment “Tôi thấy hàng, tơi chốt đơn ngay” mơ tả hành vi tơi lần mua hàng livestream / “I see it, I buy it” describes my buying behavior in that livestream buying experience Khi xem livestream, mua sản phẩm cách tự phát muốn làm điều / When I watched the livestream, I bought the product spontaneously Từ lúc mua sản phẩm đến nay, nhìn chung tơi cảm thấy hài lịng với sản phẩm / From the time I received and (tried) using the product till now, I am happy with it Từ lúc mua sản phẩm đến nay, nhìn chung tơi cảm thấy thỏa mãn với sản phẩm / From the time I received and (tried) using the product till now, I am satisfied with it Từ lúc mua sản phẩm đến nay, nhìn chung tơi cảm thấy thất vọng sản phẩm / From the time I received and (tried) using the product till now, I am disappointed with it Lẽ nên chọn mua sản phẩm khác thay tơi mua / I should have chosen something else than the one I bought Nếu quay ngược thời gian, tơi chọn mua sản phẩm khác / If I were to go back in time, I would choose something different to buy Tơi hối hận lựa chọn sản phẩm / I regret the product choice that I made Tôi nhận có lựa chọn sản phẩm khác tốt / I now realize how much better my other choices were Nếu có nhiều thơng tin hơn, có lẽ tơi đưa định tốt / With more information, I could have made a better decision Tôi cảm thấy không cân nhắc kĩ trước mua sản phẩm / I feel that I did not put enough consideration into buying the product Nếu nỗ lực (Vd: dành nhiều thời gian cơng sức tìm hiểu hơn), có lẽ tơi đưa định tốt / With more effort, I could have made a better decision 56 Tơi hối hận khơng suy nghĩ kĩ trước định mua / I regret not putting enough thought into my decision Anh/Chị vui lòng đánh giá mức độ thường xuyên với việc câu hỏi sau, theo thang đo từ đến / Please rate your level of agreement with the following statements on a scale from to 5: Never / Không Rarely / Hiếm Usually / Thi thoảng Often / Thường xuyên Always / Luôn No Câu hỏi / Questions 34 Ở cạnh người vui vẻ hạnh phúc vực dậy cảm thấy buồn / Being with a happy person picks me up when I'm feeling down 35 Khi nở cười ấm áp với tôi, mỉm cười lại cảm thấy ấm áp lòng / When someone smiles warmly at me, smile back and feel warm inside 36 Tâm trí tơi lấp đầy với suy nghĩ vui vẻ hạnh phúc gần bên người vui vẻ hạnh phúc / Being around happy people fills my mind with happy thoughts Phần / Section 4: Câu hỏi nhân / Demographic questions 37 Giới tính bạn? /What is your gender?  Nam / Male  Nữ / Female 38 Độ tuổi bạn? / What is your age?  < 20  20-29  30-39  >= 40 39 Trình độ học vấn bạn? / What is your educational level?  Dưới Trung học Phổ thông / Lower than high school  Trung học Phổ thông / High school  Cao đẳng, trường nghề / College  Đại học / Undergraduate  Sau đại học / Graduate 40 Mức thu nhập tháng bạn? / What is your income level?  Dưới triệu đồng / Less than million VND  Từ đến 10 triệu đồng / 5-10 million VND  Từ 10 đến 20 triệu đồng / >10-20 million VND  Từ 20 triệu đồng đến 30 triệu đồng / >20-30 million VND  Trên 30 triệu đồng / Over 30 million VND 33 57 APPENDIX 2: MEASUREMENT SCALE N Construc o t Parasoci al inter -action Emotion al contagio n 1 Concen -tration Enjoy -ment Impulse buying Code Measurement items The streamer made me feel comfortable, as if I was with a friend I saw the streamer as a natural, down-toPI2 earth person I look forward to watching the streamer PI3 in another livestream session If the streamer would appear in another PI4 livestreaming session, I would watch it PI5 I found the streamer to be attractive Being with a happy person picks me up EC1 when I'm feeling down When someone smiles warmly at me, EC2 smile back and feel warm inside Being around happy people fills my EC3 mind with happy thoughts CON I was absorbed intensely in the C1 livestream CON My attention was focused on the C2 livestream CON I concentrated fully on the livestream C3 CON I was deeply engrossed in the livestream C4 Source PI1 (Rubin et al., 1985; Dibble et al., 2016) (Dorherty, 1997) (Koufaris, 2002) ENJ1 The livestream was interesting ENJ2 The livestream was enjoyable (Koufaris, 2002) ENJ3 The livestream was exciting ENJ4 The livestream was fun When I watched the livestream, I bought (Rook, 1987; IBB1 the product that I had never intended to Barta et al., 2023) buy 58 2 2 Satis -faction Process regret 3 3 3 Outcome regret When I watched the livestream, I bought IBB2 the product based on how I felt at the moment “I see it, I buy it” describes my buying IBB3 behavior in that livestream buying experience When I watched the livestream, I bought IBB4 the product spontaneously SAT1 I was happy with the product SAT2 I was satisfied with the product SAT3 PRO GRE T1 PRO GRE T2 PRO GRE T3 PRO GRE T4 OUT REG OUT REG OUT REG OUT REG (Tsiros 2000) et al., I was disappointed with the product (reverse coded) I could have made a better decision with more information I did not put enough consideration into buying the product I could have made a better decision with more effort (Lee & 2009) Cotte, (Lee & 2009) Cotte, I regret not putting enough thought into my decision I should have chosen something else than the one I bought If I were to go back in time, I would choose something different to buy I regret the product choice that I made I now realize how much better my other choices were 59