Applying the S-O-R model to impulsive buying behavior on e-commerce platforms in Ho Chi Minh City
Published: August 26, 2026
doi:10.62831/nckh.2026.3555.v1
Abstract
This study applies the Stimulus - Organism - Response (S - O - R) model to examine impulsive buying behavior on e-commerce platforms in Ho Chi Minh City. A mixed-method approach combining qualitative and quantitative research was employed. Of 294 survey responses, 275 valid observations were analyzed using SPSS 25 and SmartPLS 4. Perceived scarcity and immersion were identified as stimuli, while perceived arousal, fear of missing out (FoMO), and engagement represented internal states, with impulsive buying behavior as the response. All seven hypotheses were supported, all proposed relationships were positive, and the mediating effects were statistically significant. The model explains 51.1% of the variance in impulsive buying behavior. The findings extend empirical evidence for the S-O-R framework and provide managerial implications for e-commerce businesses.
Keywords
impulsive buying behaviorS-O-R modelscarcityimmersionfear of missing out
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