UNPACKING IMPULSIVE BUYING BEHAVIOR AMONG YOUNG VIETNAMESE CONSUMERS AGED 18-28 ON E-COMMERCE PLATFORMS: PSYCHOLOGICAL AND EXTERNAL DRIVERS

Abstract

With the rapid growth of e-commerce in Vietnam, impulsive buying among consumers aged 18-28 has become common. However, little research has explored the psychological and external factors behind this behavior. This study investigates key factors through semi-structured interviews with young consumers. The findings reveal that psychological factors such as boredom and temporary emotional states, along with external influences like social media, time-limited promotions, and convenient payment methods, significantly contribute to impulsive buying behavior. The study offers insights for businesses to improve marketing strategies and for policymakers to encourage more responsible online shopping among young consumers