Factors influencing consumers’ impulse television buying decision at Best Buy Vietnam

Ha Nam Khanh Giao and Nguyen thi Hong Mo

No cgz2x, OSF Preprints from Center for Open Science

Abstract: This research aims to investigate the impact of the factors influencing consumers’ impulse television buying decision at Best Buy Vietnam (BBVN), by interviewing 560 consumers. The methods of Cronbach’s Alpha, EFA, CFA together with the Structural Equation Modelling (SEM) are used by the programs of SPSS and AMOS. The result shows that there are 03 factors affecting Impulse buying urge – in order of the decreasing importance: Attributes of company and products, Time available for watching television, Attraction of program host and celebrity. Impulse buying urge has a weaker impact on impulse television buying decision than Perceived risk, so that the research could raise some solutions for BBVN Management to serve the consumers better.

Date: 2018-06-05
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:cgz2x

DOI: 10.31219/osf.io/cgz2x

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