The study is based on the Stimulus-Organism-Response (SOR) theoretical model to explore the impact of in-store events on customers’ impulsive buying behavior in hypermarkets in Vietnam. It focuses on both the direct and indirect effects of in-store events on impulsive buying behavior, with positive emotions and the urge to buy impulsively as mediating variables. The research findings indicate that in-store events significantly influence impulsive buying behavior, with indirect effects through positive emotions and the urge to buy impulsively being stronger than direct effects. The study contributes to extending the SOR model in the field of impulsive buying behavior by incorporating in-store events into the category of environmental stimuli. Based on these findings, managerial implications are proposed to help businesses enhance the effectiveness of in-store event design, thereby stimulating impulsive buying behavior and increasing sales
