Online Impulse Buying Behavior Among University Students: An Empirical Study at East Asia University of Technology

The rapid expansion of e-commerce in Vietnam has significantly transformed consumer shopping behavior, particularly among young digital-native consumers. University students, characterized by high internet usage and active engagement in online platforms, represent a key segment in this digital commerce landscape. This study investigates the determinants of online impulse buying behavior among university students, using Dong A University of Technology as a representative case study. Drawing upon the Technology Acceptance Model (TAM), the Theory of Reasoned Action (TRA), and the Stimulus-Organism-Response (S-O-R) framework, a comprehensive conceptual model integrating cognitive, emotional, technological, and social factors was developed. A quantitative research approach was applied through a structured survey of 221 students, with Structural Equation Modeling (SEM) employed to validate the research model and test hypotheses. The results reveal that trust, promotional strategies, website visual appeal, perceived usefulness, subjective norms, and evaluation criteria significantly drive online impulse buying, while perceived risk negatively impacts purchase attitudes. Evaluation criteria, purchase attitude, and subjective norms were identified as key mediators linking external stimuli to impulsive purchase decisions. This study contributes to the growing body of knowledge on online consumer behavior in emerging markets, offering both theoretical insights and practical implications. Recommendations for e-commerce platforms include optimizing website aesthetics, deploying targeted promotions, strengthening consumer trust, and leveraging social influence to enhance spontaneous purchase behavior among university students.