A study on the impact of short-form user-generated video quality on the impulse shopping behavior of young people in Ho Chi Minh City
Published: July 29, 2026
Abstract
In the era of rapid digital transformation and the rise of e-commerce, young consumers increasingly seek product information, reviews, and feedback before making purchase decisions. Among emerging trends, user-generated content (UGC) in the form of short videos has become a key influence on the impulsive buying behavior of the youth, particularly those aged 18–25. This study investigates the relationship between short-form UGC videos and impulsive shopping behavior among young people in Ho Chi Minh City. Using a random sample and employing SPSS and SmartPLS for data analysis, the study tests a proposed model involving key behavioral factors. Findings reveal that UGC videos affect impulsive purchase behavior indirectly through two mediating variables: the immersive experience while watching and the positive emotional response of viewers. Based on these findings, the study offers several managerial implications for planning digital marketing strategies related to UGC.
Keywords
UGC videoyouthpositive emotionsimpulse shopping
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