ANTECEDENTS OF ONLINE IMPULSE BUYING BEHAVIOUR TOWARD SNACK FOOD: A COMPARISON BETWEEN GENERATIONS IN VIETNAM

Abstract

Introduction: Digital platforms are growing strongly, leading to an increasing number of consumers' purchasing choices on online platforms. The reason for such a choice is because of the convenience of online shopping (for example, there are many discount opportunities, goods are delivered to your place, saving time going to the store to buy things, ...), especially for snack products. Snacks can be used for many purposes, such as instant hunger relief, stress relief, and parties,... The use of snack food products is common to everyone, and this goods was also ease of shipping. Purpose: This study aims to identify the variables that influence online impulse buying behaviour (OIBB) and compare, contrast the purchasing patterns of different Vietnamese generations. Provide appropriate recommendations for companies that manufacture snacks from there. Methodology: For this study, we use the quantitative method. The study used nonprobability sampling and convenience sampling. The data is collected by surveying people of different age groups living in Vietnam. Findings: Following the analysis of the outcome, the results have been found show that variables such as trust propensity, self-confidence, impulse buying tendency, price, sales promotions, electronic word-of-mouth, utilitarian browsing and hedonic browsing have an effect on impulsive buying behaviour on the online platform. Two groups of generations (group 1: generation Z and generation Y; group 2: generation X and Baby Boomers) are separated to analyse the moderating effect of generation on the relationships of variables impact on online impulse buying behaviour. The results show that generations have a moderating effect on the relationships between five variables (impulse buying tendency, product knowledge, price, sales promotions, e-store navigation) and online impulse buying behaviour; group 2 has a more substantial online impulse buying trend according to the three factors mentioned above than the other group