Applying the Unified Theory of Acceptance and Use of Technology (UTAUT) in Investigating Online Impulsive Buying Behavior of Vietnamese Consumers

Abstract

Based on The Theory of Adoption and Use of Technology (UTAUT) (Venkatesh et al., 2003), this study builds a research model regarding the Factors affecting Vietnamese consumers' online impulsive buying behavior. The multiple regression results reveal that Performance Expectancy, Effort Expectancy, Social Influence, and Online Buying Intention play a crucial role in amplifying the development of online impulsive buying behavior in Vietnam. Keywords: buying behavior, online buying, impulsive buying behavior, compulsive buying behavior, UTAUT, Vietnam DOI: 10.7176/EJBM/13-6-19 Publication date:March 31st 2021