Psychological factors that affect the impulse buying behavior of University students in Ho Chi Minh City

Abstract

Modernization is the era of social change in which there are significant shifts in the way people interact in a market, especially consumer behavior. In this transformative period, compulsive buying has emerged as a conspicuous issue. Due to internal psychological factors, consumers are encouraged to make spontaneous, unplanned, and unreflective purchasing decisions. Therefore, to have a better understanding of impulse buying behavior and the intricate factors that drive this behavior, we conducted a study on the topic “Psychological factors that affect the impulse buying behavior of university students in Ho Chi Minh city”. The subject revolves around the theoretical foundations provided by the authors, highlighting crucial factors “Low Self-esteem”, “Emotions”, “Hedonic”, “Materialism”, “Fear Of Missing Out (FOMO)”. After obtaining a survey sample of 334 university students in Ho Chi Minh city, we concluded that “Low Self-esteem”, “Hedonic”, “Materialism” and “Fear Of Missing Out” are positively correlated with Impulse Buying Behavior. Based on the statistical result, the research team has proposed some implications and recommendations for further research.