The Role of Product Visual Appeal and Sale Promotion Program on Consumer Impulsive Buying Behavior
Thi Hong Nguyet Nguyen,
Nguyen Khanh Hai Tran,
Khoa Do
et al.
Abstract:The study aims at investigating the impact on relationships among visual appeals of products, sales promotion programs, and instant gratification factors on consumers’ impulsive buying behavior. The study comprises two stages using both qualitative and quantitative research methods. In detail, qualitative research is applied in the first stage to explore the factors that might influence consumers' online impulsive buying behavior and examine the relationship among the factors. The quantitative research is cond… Show more
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