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- Tác giả: Nguyễn Xuân Tuấn Minh
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 107 p.
- Tóm tắt: This study integrates the S-O-R framework and Flow Theory to analyze impulsive buying behavior among Generation Z on TikTok Shop Vietnam, identifying "Shoppertainment"—driven primarily by Entertainment Value—as the key catalyst for consumer immersion. The findings demonstrate that Flow Experience acts as a critical mediator that suspends rational decision-making, effectively compressing the customer journey from engagement to immediate transaction. Furthermore, the research highlights a "double jeopardy" ...
- Từ khóa: Trait impulsivity; TikTok Shop; Flow experience; Impulsive buying behavior
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