The impact of online reviews and eWOM on impulse buying tendency: a study of Vietnamese Gen Z consumers

Impulse buying, also known as unplanned purchasing with little deliberation, has received considerable attention in consumer research for several decades.While impulse buying has been extensively studied in Western contexts, research remains sparse in emerging economies, particularly in Vietnam.This study investigates the impact of online social factors, namely online reviews and electronic word-of-mouth (eWOM), on impulse buying tendency (IBT); social influence theory is used to explain the relationship between these variables.Data were collected through a self-administered survey questionnaire distributed to 318 young consumers (Gen Z) living in Binh Duong province, south of Vietnam.A quantitative approach was employed, and structural equation modelling was used to analyse and interpret the data.The critical findings reveal the positive influence of online reviews and eWOM on IBT.Moreover, eWOM significantly mediates the relationship between online reviews and IBT.The findings also demonstrate a strong relationship between online reviews and eWOM, indicating that the more online comments generated, the greater the eWOM effects.The study also suggests that online retailers, especially those employing e-commerce platforms, should consider appropriate marketing strategies to stimulate online social interactions and, thus, trigger impulsive consumption in order to cultivate more loyal customer relationships.