Impacts of spike days campaigns on Vietnamese generation z customers’ impulsive online buying behavior

Abstract

New technologies are impacting consumer buying behavior in today's world, especially that of Generation Z, from how they assess items and services to how they pay for what they buy. To attract customers, e-commerce platforms are using the "Spike Days" advertising campaign. Thus, the aim of this research is to not only give insight into how the dimensions of double days impact impulsive online purchasing among Generation Z but also identify the link between Gen Z customers' online impulsive buying behavior and the Double Days campaigns. In this research, 12 respondents and two e-commerce specialists were interviewed in depth regarding their prior online purchasing experiences and impulsive buying tendencies. In addition, the research group developed a questionnaire for the survey, which was given to 200 Vietnamese Generation Z respondents in order to learn more about their general behavior. After analyzing the data, the paper indicated four factors: (1) Product presentation, (2) Promotion, (3) Positive Comments (people from social networks), and (4) Perceived Enjoyment are the influential dimensions of Gen Z’s online impulsive buying behavior through the mediating factor "online impulsive buying behavior".