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The influencing factors of consumers’ impulse buying behavior on shopee’s online shopping platform: A study on university students in Vietnam

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In this study, we used a framework that measures four indices of online impulse buying behavior: (1) Merchandise attractiveness, (2) Ease of use, (3) Enjoyment and (4) Website communication style. The model was tested using survey data from 102 respondents. Our results showed that merchandise attractiveness and website communication style are major driving forces behind impulse buying behavior on Shopee, while ease of use and enjoyment showed no significant effects on it. |

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