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Factors influencing consumers’ impulse television buying decision at Best Buy Vietnam

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  • Giao, Ha Nam Khanh
  • Mo, Nguyen thi Hong

Abstract

This research aims to investigate the impact of the factors influencing consumers’ impulse television buying decision at Best Buy Vietnam (BBVN), by interviewing 560 consumers. The methods of Cronbach’s Alpha, EFA, CFA together with the Structural Equation Modelling (SEM) are used by the programs of SPSS and AMOS. The result shows that there are 03 factors affecting Impulse buying urge – in order of the decreasing importance: Attributes of company and products, Time available for watching television, Attraction of program host and celebrity. Impulse buying urge has a weaker impact on impulse television buying decision than Perceived risk, so that the research could raise some solutions for BBVN Management to serve the consumers better.

Suggested Citation

  • Giao, Ha Nam Khanh & Mo, Nguyen thi Hong, 2018. "Factors influencing consumers’ impulse television buying decision at Best Buy Vietnam," OSF Preprints cgz2x, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:cgz2x
    DOI: 10.31219/osf.io/cgz2x
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