Impulse buying’s antecedents and consequences in the context of Vietnam, an Asian transitional economy. In this study, we develop and test a full model examining several antecedents and consequences of impulse buying behavior for urban consumers in Vietnam, an Asian transitional economy. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. | Journal of Economics and Development, , , April 2016, pp. 74-91 ISSN 1859 0020 Impulse Buying’s Antecedents and Consequences in the Context of Vietnam, an Asian Transitional Economy Nguyen Tat Thanh Kedge Business School, France Email: Nguyen Thi Tuyet Mai National Economics University, Vietnam Email: tuyetmaisdh@ Nguyen Trong Khang MK Group, Vietnam Email: khangnt@ Abstract In this study, we develop and test a full model examining several antecedents and consequences of impulse buying behavior for urban consumers in Vietnam, an Asian transitional economy. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. The results of structural equation modeling show support for most of our hypotheses. The findings indicate that shopping enjoyment tendency and modern self are significant predictors of impulse buying, while traditional self is not found to have an impact on this buying behavior. Impulse buying is found to be positively related to customer satisfaction, and subsequently, to customer loyalty. The research findings are discussed and implications for managers and policy makers are provided. Keywords: Impulse buying; antecedents; customer satisfaction; customer loyalty; Vietnam; SEM. Journal of Economics and Development 74 Vol. 18, , April 2016 1. Introduction recently received increasing research attention from scholars outside of the . (., Chuang et al., 2015; Khan et al., 2016; Sharma et al., 2014), including those in TEs like China and Vietnam (., Nguyen et al., 2003; Nguyen and Rose, 2006; Nguyen et al., 2013; Yu and Bastin, 2010; Zhou and Wong, 2003). The topic of impulse buying still calls for more research to give a better understanding of this important behavior in the context of the economies experiencing significant economic transition. In the late 1980s, the world witnessed the remarkable economic transition of many .
