Determinants of consumer impulsive buying behavior in the Vietnamese fashion industry: Evidence from a multi-channel retail context
Published: August 3, 2026
Abstract
This study investigates the determinants of impulsive buying behavior in the Vietnamese fashion industry within the context of multi-channel retailing. Survey data were collected from 405 consumers with multi-channel shopping experience and analyzed using partial least squares structural equation modeling (PLS-SEM). The empirical results indicate that the quality of multi-channel integration exerts a positive influence on perceived trust and perceived value. However, neither perceived trust nor perceived value demonstrates a direct effect on impulsive purchasing behavior. Instead, the findings reveal that impulsive buying is contingent in nature and indirectly shaped by the overall multi-channel experience. These results contribute to a deeper understanding of consumer behavior in digitally integrated retail environments and clarify the complex mechanisms through which multi-channel strategies influence purchasing decisions in the Vietnamese fashion market.
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