This study provides detailed information about impulse buying on social networking by exploring the relationship of these characteristics to the impulse buying behavior. Based on the SOR and CIFE models, we developed a theoretical model and demonstrated empirically that demonstrates online store stimuli, personalized advertising, and reliance on online word of mouth, impulse buying tendency, and on-line trust effect to impulse buying behavior. 198 questionnaires were collected from consumers using Facebook, mainly in Thai Nguyen. The data was analyzed according to exploratory factor analysis (EFA) and simple regression method to find the relationship between the variables. The result is aimed at improving the understanding of impulse buying behavior and improving online store operations from a management perspective. |
