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Vol.15, No.2, May 2026. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Impulsive Buying at Hypermarkets: Does Shopping with Others Matter?
Nguyen Thi Thoa, Kieu Anh Tai, Tran The Nam
© 2026 Nguyen Thi Thoa, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 15, Issue 2, Pages 1254-1264, ISSN 2217-8309, DOI: 10.18421/TEM152-26, May 2026.
Received: 12 May 2025.
Abstract:
This study aims to explore the role of shopping companions with respect to the link between in-store factors and impulsive buying behavior. Data were gathered directly at the point of sale from 532 customers who had previously engaged in impulse buying at hypermarkets in Ho Chi Minh City. The results of the PLS-SEM analysis reveal that shopping companions (family members or friends) moderate the association between positive emotions and this behavior. Notably, the effect of positive emotions on impulse buying behavior is stronger when shopping with family, compared to shopping with friends. This finding contrasts with some previous studies but aligns with the profile of the sample and the Vietnamese cultural setting, where family values are highly emphasized. In addition, in-store factors including music, sales promotions, and employee respectfulness were found to positively influence impulsive buying behavior through positive emotions and the urge to buy. Findings from this study offer new insights into how shopping companions and in-store factors influence impulsive buying behavior.
Keywords – Impulsive buying behavior, shopping companions, employee respectfulness, music, sales promotions. |
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