The Influence of Social Interactions on the Impulse Buying Behavior of Generation Z Customers on Vietnam’s Digital Platforms

Thanh Trung Tran, Duy Thuc Nguyen and Xuan Vinh Vo

Chapter 14 in The Vietnamese Economy and the Fourth Industrial Revolution, 2026, pp 375-405 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The purpose of this study is to determine the impact of online social interactions on impulse buying behavior among Generation Z customers in Vietnam. The study is based on an SOR framework and has constructed a research model with seven components and 12 research hypotheses. The results of a survey of 310 consumers in Vietnam show that review quality and observational learning are important factors in perceiving the enjoyment and usefulness of online reviews. Positive affect and perceived enjoyment have direct and indirect effects on impulse buying behavior through the impulse to buy impulsively on digital platforms. However, the study did not find a significant relationship between review quality and perceived usefulness. Additionally, there is insufficient statistical evidence to support a positive effect on online impulse buying behavior. Based on the analysis, management implications are proposed to improve impulsive shopping behavior among Generation Z on digital platforms in Vietnam.

Keywords: Vietnamese Economy; Fourth Industrial Revolution; Marketing; Behavioral Economics; Tourism; Management; Consumer Behavior; Ethical Leadership; Female Leadership; Work Motivation; Microfinance; Remittances; Digital Transformation; Business Management Strategies; Globalization; Industrialization (search for similar items in EconPapers)
JEL-codes: P2 (search for similar items in EconPapers)
Date: 2026
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