Topic:

The Impact of Scarcity Marketing Strategy on Impulsive Buying Behavior on Social

Media Platforms Through Advertising Videos of Students in Ho Chi Minh City

Chapter 1:
1.1 Research Background:
The study is conducted in the context of the rapidly growing online retail market in major
urban areas of Vietnam, particularly in Ho Chi Minh City. As the economic and cultural
hub of the country, Ho Chi Minh City also has the highest internet usage rate nationwide.
Moreover, online sales advertising methods have become increasingly diverse, with
video-based advertisements proving to be particularly effective for businesses. In
Vietnam, approximately 57.62 million people made online purchases in 2023, marking an
11.3% increase compared to the previous year. In the first quarter of 2024, over 766
million orders were successfully delivered to consumers, representing an increase of
more than 83% compared to the same period in 2023. The total estimated value of online
transactions reached $12.81 billion, according to We Are Social (2023), an organization
specializing in global digital trends research. Consequently, online shopping behavior has
become more prevalent among consumers in general and students in particular.

In business, online shopping among young consumers has emerged as a highly promising
trend. Successfully attracting and retaining the interest of students—an important
potential customer group—is crucial, as they tend to shop frequently and effortlessly on
social media platforms. Moreover, their purchasing decisions are often influenced by
engaging and stimulating advertising videos. However, for businesses to succeed, they
must thoroughly understand the key factors and driving forces that positively impact
students' purchasing behavior.

As of early 2024, Vietnam had 78.44 million internet users, an increase of 502,000
(+0.6%) from January 2023 to January 2024. This number accounts for 79.1% of the
country’s total population. Meanwhile, the number of social media users reached 72.70
million in January 2024, reflecting an increase of 6.5 million (+9.8%) from early 2023 to
early 2024. Social media users now represent 73.3% of the total population.

The total number of active mobile subscriptions stood at 168.5 million, equivalent to
169.8% of the population. On average, internet users spend 6 hours and 18 minutes per
day online, with 98.9% accessing the internet via smartphones. The average time spent on
social media is 2 hours and 25 minutes, detailed as follows
Facebook Social Media Usage in Vietnam

As of 2024, Vietnam has approximately 72.7 million Facebook users who can potentially
be reached through advertising. When compared to the total population, the advertising
reach rate stands at 73.3%. Among these users, the advertising reach for those aged 18
and above is as high as 99.2%. In terms of gender distribution, male users account for
49%, while female users make up 51%.

TikTok Social Media Usage in Vietnam

In Vietnam, TikTok ranks as the second most popular social media platform, with 67.72
million users as of January 2024. The advertising reach for users aged 18 and above is
92.6%. In terms of gender distribution, male users account for 50.9%, while female users
make up 49.1%.

YouTube Social Media Usage in Vietnam

As of January 2024, YouTube had 63 million users in Vietnam. Additionally, company

data indicates that YouTube's advertising reach at the beginning of 2024 was equivalent
to 63.5% of the population. Among these users, advertisements on YouTube can reach
70.7% of those aged 18 and above. In terms of gender distribution, male users account for
50.5%, while female users make up 49.5%.

Instagram Social Media Usage in Vietnam

Instagram is one of the most widely used image-sharing social media platforms, both
globally and in Vietnam. As of now, the number of users who can be reached through
advertising on Instagram in Vietnam is 10.9 million. In terms of gender distribution, male
users account for 39.9%, while female users make up 60.1%.

According to a survey conducted among 15,000 retailers who are customers of the Sapo
sales and management platform, the trend of expanding multichannel retail is expected to
continue growing strongly in 2025. The survey found that 55.71% of sellers use at least
two sales channels: one online channel and another in-store channel.

Additionally, the report highlights that online sales have been dominant in 2024.
E-commerce platforms and social media channels continue to lead in effectiveness, with
60% of retailers stating that these channels contribute the most to their revenue. Notably,
77.2% of Sapo retailers believe that advertising on social media platforms like Facebook
and Instagram delivers the best results, followed by advertisements on e-commerce
marketplaces and Google Ads.

From the above information and data, we can observe the rapid development of
technology, which has significantly changed users' internet habits. Users no longer rely
on social media solely for entertainment but also for various other purposes. In the
context of this study, social media serves as a crucial tool for connecting businesses with
consumers through product and service advertising.

1.2 Rationale and problem statement

1.2.1 Rationale

Selling on social media platforms has become increasingly popular and widespread,
offering significant advantages for retail businesses. A key factor contributing to this
success is the implementation of strategic marketing approaches designed to stimulate
consumer demand. In this study, we focus on Scarcity Marketing, a strategy that
previous research has shown to have a positive impact on impulsive buying behavior.

For instance,Zhefang Zhang et al. (2022) found that external stimuli—such as Anchor
characteristics,Online Comment, Logistics Service Quality, Promotion Incentive
Information and Promotion Time Limit—significantly influence impulsive shopping
behavior by partially or fully enhancing internal mechanisms like perceived trust and
perceived value.

Moreover, advertising through video content also plays a crucial role in driving online
purchases. Research by Gao et al. (2022) indicates that the usefulness of short videos
extends beyond information delivery; they create a strong sensory experience that
encourages spontaneous purchasing decisions.

Additionally,Bing Chen et al. (2022) found that effective marketing strategies in

e-commerce livestreaming strongly impact consumer impulsive buying behavior. Their
study identified four key influencing factors: the characteristics of the host (anchor),
the perception of scarcity, immersion, and consumer involvement. These elements
work together to enhance engagement and create a sense of urgency, ultimately driving
unplanned purchases..

1.2.2 Problem Statement

However, at present, there is still limited research on the impact of Scarcity Marketing
conveyed through advertising videos on social media platforms and its effect on
impulsive online purchasing behavior. Additionally, no studies have specifically focused
on students as a target group. Specifically, the impulsive online buying behavior of
students under the influence of Scarcity Marketing delivered through social media
advertising videos remains an unexplored area.

1.2.3 Motivation to conduct research

In the context of Vietnam's economic integration with the global economy and the
increasing popularity of online business on social media platforms, we aim to study
consumer behavior in making impulsive purchasing decisions in the online shopping
environment. At the same time, this research seeks to help businesses that are currently
engaged in or planning to enter the online market adapt to new approaches, enabling
them to operate sustainably in this evolving industry.

For these reasons, I have chosen the research topic: “The Impact of Scarcity Marketing
Strategy on Impulsive Buying Behavior on Social Media Platforms Through
Advertising Videos of Students in Ho Chi Minh City.” This study aims to explore how
advertising videos influence impulsive buying behavior and identify the key factors
within these videos that impact students' purchase intentions.
1.3 Research objectives

1.3.1 Overall Objective

This study aims to examine the Scarcity Marketing strategy and the factors influencing
impulsive online buying behavior on social media platforms through advertising videos,
specifically among students in Ho Chi Minh City.

1.3.2 Specific Objectives

1. Identify the key factors of Scarcity Marketing in advertising videos that positively
influence students' impulsive online buying behavior in Ho Chi Minh City.
2. Determine the extent to which Scarcity Marketing factors in advertising videos
affect students' perceived trust and perceived value in Ho Chi Minh City.
3. Assess the influence of perceived trust and perceived value on students' impulsive
online buying behavior in Ho Chi Minh City.
4. Examine the impact of perceived scarcity on students' impulsive online buying
behavior in Ho Chi Minh City.
1.4 Research Questions
1. What factors of Scarcity Marketing in advertising videos positively influence
students' impulsive online buying behavior in Ho Chi Minh City?
2. To what extent do Scarcity Marketing factors in advertising videos impact students'
perceived trust and perceived value in Ho Chi Minh City?
3. How do perceived trust and perceived value influence students' impulsive online
buying behavior in Ho Chi Minh City?
4. How does perceived scarcity affect students' impulsive online buying behavior in
Ho Chi Minh City?
1.5 Research Contribution

1.5.1 Theoretical Contributions

●​ Expanding and clarifying the concept of Scarcity Marketing: This study

provides deeper insights into Scarcity Marketing strategies in the online
environment, particularly in advertising videos on social media. As this remains a
relatively new topic in Vietnam, the research contributes to the theoretical
development of marketing strategies and their impact on online consumer
behavior.​

●​ Exploring the relationship between perceived factors and impulsive buying

behavior: The study examines the relationship between perceived trust, perceived
value, and impulsive online purchasing behavior, thereby enhancing theoretical
understanding of impulsive consumer behavior in the context of online marketing.​

●​ Providing a comprehensive perspective on impulsive buying behavior on

social media platforms: This research adds to the body of knowledge on
impulsive buying behavior, particularly in the context of social media platforms
where advertising videos play a crucial role.

1.5.2 Practical Contributions

●​ Establishing a foundation for effective marketing strategies: The study’s

findings will help marketers and businesses better understand the elements of
Scarcity Marketing that can drive impulsive purchasing behavior, especially
among students in Ho Chi Minh City. This understanding can be leveraged to
develop more effective online marketing strategies, optimizing conversion rates
 and revenue growth.​

●​ Optimizing online advertising on social media: The research identifies key

elements that advertising videos should focus on to attract and stimulate impulsive
buying behavior, particularly in building consumer trust and perceived value.​

●​ Enhancing advertising strategies for student-targeted marketing campaigns:

Given that the study focuses on students in Ho Chi Minh City, it offers valuable
insights into their consumption behavior. Businesses can use these findings to
refine their advertising strategies, ensuring more effective engagement with the
student demographic.

1.6 Scope of research:

1.6.1 Research Subjects : This study examines the factors of the Scarcity Marketing
strategy and the Perceived Scarcity element in advertising videos and their impact on
students’ impulsive online buying behavior in Ho Chi Minh City. Specifically, the
research focuses on the following factors: Anchor Characteristics, Online Comment,
Logistics Service Quality, Promotion incentive information, Promotion Time Limit,
Perceived Trust, Perceived Value, Perceived Scarcity, Impulsive Buying Behavior.

1.6.2 Survey Participantst: The survey participants in this study are university students
aged 18 to 25 who are currently studying at universities in Ho Chi Minh City and
engage in online shopping on social media platforms

1.6.3 Scope of the Study

Geographical Scope: Universities in Ho Chi Minh City
Time Scope: From January 7, 2025, to April 7, 2025.

1.6.4 Research Content:

This study focuses on analyzing the factors of Scarcity Marketing Strategy and
Perceived Scarcity, as well as their impact on impulsive buying behavior among
university students in Ho Chi Minh City.

Chapter 2:
2.1 Review of literature pertaining to the problem
2.1.1 Impulsive buying
Impulse buying behavior is a distinct aspect of consumer behavior research. Studying
this behavior holds significant theoretical and practical value, attracting the interest
of marketing experts and psychologists. Moreover, retail businesses have recognized
the necessity of researching this behavior to develop strategies that influence
customer decision-making effectively.
Stern (1962) defined impulse buying behavior as "any purchase behavior
undertaken by the buyer without prior planning." This definition laid the
foundation for numerous subsequent studies on impulse buying behavior.

ater researchers expanded Stern's definition by incorporating emotional factors and the
urge to buy. Rook (1987) stated that:

"Impulse buying occurs when consumers experience a sudden, often strong

and persistent urge to buy something immediately. This buying impulse
reflects a complex state of excitement and can create emotional conflicts
within the consumer. Additionally, impulse buying tends to occur when
consumers pay little attention to its consequences."

Similarly, Piron (1991) defined impulse buying as an unplanned purchasing behavior

that results from consumer exposure to a stimulus and is decided on the spot. After
making an impulsive purchase, consumers may experience emotional and/or cognitive
reactions.

More recently, Gong et al. (2020) studied impulsive buying in online platforms and
defined it as:

"Impulse buying refers to a decision-making style characterized by a

spontaneous, irresistible, powerful, sustained, and immediate desire to buy
products."

In summary, impulse buying is an unplanned purchasing behavior that arises from

emotional stimuli triggered by advertising, promotions, and other marketing activities.
This behavior often leads consumers to spend more than they initially intended.

2.1.2 Hunger marketing

Hunger marketing is a strategy in which suppliers deliberately limit production to

manipulate supply and demand, creating an illusion of scarcity. This approach helps
maintain higher prices and profit margins by making a product appear highly
sought-after. The main objective is to capture consumers' attention and stimulate demand.
Many businesses adopt this tactic by restricting product availability during its initial
launch phase, fostering a perception of limited supply to encourage higher purchase
intent.

A well-known example of this strategy is MIUI, which leveraged hunger marketing when
it entered the market in 2010. In 2011, the company applied this method to promote its
smartphone. After revealing the prototype and opening online reservations, MIUI
prolonged the waiting period. Once official sales began, they strategically delayed
shipments over four months. Within just three hours of launch, MIUI announced that all
units were sold out. However, reports indicate that the initial stock accounted for only
about 10% of total production. This deliberate scarcity tactic was designed primarily to
generate public interest rather than being a genuine supply issue, making it a classic case
of hunger marketing.

2.1.3 SOR Theory

The SOR theory (Stimulus-Organism-Response) is a psychological framework that

explains human behavior by expanding on the traditional Stimulus-Response (S-R)
model. Unlike the S-R theory, which focuses solely on external triggers and reactions, the
SOR model introduces an intermediate step—individual psychological processes. This
means that before responding to a stimulus, a person’s emotions, thoughts, and cognitive
evaluations influence their decision-making.

According to this theory, human behavior (response) is shaped not only by external
stimuli but also by internal psychological factors. For instance, when individuals
encounter an advertisement, their reaction is determined not just by the ad’s content but
also by their emotional state, past experiences, and personal perceptions.

This model is particularly valuable in marketing as it helps explain why consumers may
respond differently to identical advertisements or shopping environments. It highlights
the role of both external elements—such as store ambiance, background music, and
product presentation—and internal aspects like mood, personality traits, and prior
experiences in shaping purchasing behavior.

One of the key strengths of the SOR model is its adaptability, allowing researchers to
examine various stimuli and their effects on human actions. As a result, this theory is
extensively applied in consumer behavior studies, particularly in understanding how
environmental factors influence decision-making in shopping and product interactions.
Stimuli (S)

Stimuli (S) refer to external or environmental factors that influence an individual’s

psychological or perceptual state (Fu et al., 2021). These are commonly recognized cues
within the physical surroundings (Talwar et al., 2021).

In the SOR framework, stimuli (S), which originate from the external environment, serve
as the initial trigger for a sequence of cognitive, emotional, and behavioral responses.
These external factors stimulate a person’s mental and emotional state (O), ultimately
leading to a corresponding behavioral reaction (R) (Mehrabian & Russell, 1974).

Organism (O)

The organism represents an individual’s perception, emotions, and cognitive processes

(Tandon et al., 2021). It encompasses psychological states such as attitudes, beliefs,
motivations, and cognitive functions (Jacoby, 2002). When exposed to environmental
stimuli, individuals interpret and process the information based on their thoughts and
emotions before generating a response to the external triggers (Sun et al., 2021).

Response (R)

According to Floh and Madlberger (2013) and Sultan et al. (2021), "response" refers to an
individual's behavioral intention shaped by their cognitive and emotional reactions. It
represents the outcome derived from the organism's internal processing (Perez-Vega et
al., 2021). This response can manifest as either an intention to engage with or distance
oneself from a stimulus. Both approach and avoidance behaviors are considered forms of
reactive responses (Sherman et al., 1997).
Many studies have applied the SOR theory to examine consumer behavior. For instance,
Zhang et al. (2022) explored the impact of hunger marketing on impulsive buying
behavior in online commerce (Live Commerce) using the SOR model. Similarly, Huang
(2023) utilized the SOR theory to investigate the factors influencing smartphone usage
behavior among the elderly.

At a comprehensive level, this study clarifies the mechanism between stimuli, organism,
and consumer response. By applying the SOR theory, the research provides a holistic and
detailed perspective on how these factors interact and influence impulsive purchasing
decisions in the context of online markets on social media platforms.

2.1.4 Previous Studies:

Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse
Buying Behavior of Consumers under the Mode of Hunger Marketing in Live
Commerce. Sustainability, 14(4), 2122. https://doi.org/10.3390/su14042122

Summary:

The sustainability of live commerce is closely tied to consumers' impulse buying

behavior due to its real-time nature compared to traditional e-commerce. Hunger
marketing is a widely applied strategy in live commerce; however, the factors influencing
consumers' impulse buying behavior under hunger marketing in this context remain
underexplored.

In this study, based on the SOR (Stimulus-Organism-Response) theory, we thoroughly

examine how external stimulus variables (anchor characteristics, online comments,
logistics service quality, promotional incentive information, and promotion time limits)
influence consumers' impulsive buying behavior through internal response mechanisms
(perceived trust and perceived value).

By collecting questionnaire data from 533 Chinese online consumers, we processed the
data using SPSS 23.0 and analyzed it with structural equation modeling (SEM) using
AMOS 25.0. The results indicate that external stimulus variables (except for promotion
time limits) have a significant positive effect on impulsive buying behavior, either
partially or fully mediated by internal mechanisms.

We conducted a detailed analysis of these findings and suggest that the reason promotion
time limits do not significantly impact perceived value may be due to the rapid increase
in live commerce frequency. Additionally, we provide recommendations based on these
influencing factors to enhance the sustainable development of live commerce.
 ​ Mô hình nghiên cứu:’The Influencing Factors on Impulse Buying Behavior of
Consumers under the Mode of Hunger Marketing in Live Commerce”

This study provides an in-depth perspective on the relationship between live commerce
and consumers' impulsive buying behavior within the context of hunger marketing. The
findings reveal that external stimulus variables significantly influence impulsive buying
behavior through their positive effects on internal mechanisms such as perceived trust
and perceived value. However, notably, the promotion time limit variable does not have a
significant impact on perceived value, which may be attributed to the rapid increase in
live commerce frequency.

By thoroughly analyzing these results, the authors propose recommendations to enhance

the sustainable development of live commerce. The study highlights key insights into
sales advertising strategies when applying the "hunger marketing" approach in live
streaming commerce. Given the rapid nature of consumer purchasing behavior today, this
research serves as a valuable reference for online businesses.

However, the study focuses solely on impulsive buying behavior in live streaming
commerce. Currently, various online sales formats, such as video advertisements, can also
employ hunger marketing strategies in ways similar to live streaming. Future research
that extends this model to different sales channels or consumer markets could yield new
insights. This would provide online sales managers with a more comprehensive and
detailed understanding of consumer behavior in digital commerce.

Chen, B., Wang, L., Rasool, H., & Wang, J. (2022). Research on the Impact of
Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming
E-commerce. Frontiers in Psychology, 13(13). Frontiersin.
https://doi.org/10.3389/fpsyg.2022.905531

Summary:

Livestreaming e-commerce has become a highly profitable business model, transforming

the retail industry, particularly during the COVID-19 pandemic. However, academic
research on this emerging field remains in its early stages. This study offers new insights
into impulsive buying behavior in livestreaming e-commerce.

Grounded in the stimulus-organism-response (SOR) theory, this research introduces the

“People-Product-Place” marketing strategy from a consumer perception perspective. It
aims to explore the impact of marketing strategies on impulsive purchase behavior in
e-commerce livestreaming and examine the mediating role of involvement.

Using Structural Equation Modeling (SEM) analysis in Amos, the study analyzed 437
responses from an anonymous online survey. The findings indicate that perceived
e-commerce anchor attributes, perceived scarcity, and immersion significantly influence
impulsive purchase behavior. Additionally, the "People-Product-Place" marketing
strategy plays a crucial role in triggering impulsive buying. The results further suggest
that perceived e-commerce anchor attributes, perceived scarcity, and immersion
positively impact consumer involvement, which in turn enhances impulsive purchasing.
Involvement is found to mediate the relationship between these factors and impulsive
buying behavior.

These findings provide valuable insights for marketers seeking to enhance the
profitability of livestreaming e-commerce. Moreover, they offer economic recovery
references for other countries affected by the COVID-19 pandemic
Mô hình nghiên cứu: Research on the Impact of Marketing Strategy on Consumers’
Impulsive Purchase Behavior in Livestreaming E-commerce

This study is highly significant in the context of the rapid growth of livestreaming
e-commerce, especially as the COVID-19 pandemic has transformed consumer shopping
behaviors and online purchasing habits. The authors introduce the
"People-Product-Place" marketing strategy, based on the Stimulus-Organism-Response
(SOR) theory, to explore how this strategy influences impulsive buying behavior in
e-commerce.

Using Structural Equation Modeling (SEM) analysis with data collected from 437
responses, the study provides key insights. Influencer attributes, perceived scarcity, and
immersion are identified as significant factors that positively affect impulsive purchasing
behavior. These findings not only enhance the understanding of consumer
decision-making in livestreaming e-commerce but also offer practical recommendations
for marketers to optimize business performance and increase profitability in a dynamic
and competitive environment. Furthermore, the study has broader implications for
economies seeking recovery in the post-pandemic era.

However, this research focuses solely on impulsive buying behavior within livestreaming
sales channels. We believe that perceived scarcity could also influence other forms of
online sales that share similarities with livestreaming, such as video-based advertising
sales. Future studies that extend this research model to different consumer groups and
alternative online sales formats could provide new insights. This would allow
e-commerce managers to develop a more comprehensive and in-depth understanding of
consumer behavior in digital retail.

2.2 Variable Definition

Based on the study by Zhang et al. (2022), the key components of the Hunger Marketing
Strategy include influencer attributes, logistics, promotional information, time-limited
promotions, online comments, and logistics service quality. Additionally, perceived
scarcity, as examined in the research by B. Chen (2022), is considered a significant factor
influencing impulsive buying behavior on online platforms.

According to Zhang et al. (2022), time-limited promotions do not have a significant

positive impact on consumers' perceived value. Similarly, online comments do not
significantly affect perceived value and perceived trust, thereby indirectly having no
influence on consumer purchasing behavior. However, the study by Zhang et al. (2022)
primarily surveyed Chinese consumers, with the majority aged 18-29. These respondents
differ from the target sample of the current study in several aspects.

First, cultural differences exist between the two studies, as they examine consumer
behavior within distinct cultural contexts. Second, the age distribution in Zhang et al.’s
(2022) study includes both young individuals who are not yet part of the core workforce
and those who are already employed. In contrast, the present study focuses solely on
individuals who have not yet entered the primary labor force.

Given these distinctions, this study retains the variables of time-limited promotions and
online comments to reassess whether these factors truly have no impact on impulsive
online purchasing behavior within the targeted demographic. By integrating the concept
of the Hunger Marketing Strategy with the SOR theory, the study proposes the following
conceptual framework for the research model.

2.2.1 Anchor characteristics:

The definition of an influencer varies depending on the context. In this study, the term
"influencer" refers to individuals who play a role in social facilitation and exert social
influence within a group or social network. The term "influencer" can be translated as
"Người có tầm ảnh hưởng," referring to individuals who are widely recognized in a
specific field or community. These individuals create content and trends on social media
platforms and may include celebrities, streamers, beauty bloggers, vloggers, and
YouTubers with a substantial following. Their strong influence enables them to shape
consumer purchasing decisions.

The concept of influencers was first introduced by the renowned sociologist Paul F.
Lazarsfeld, one of the four founding figures of communication science. In the context of
this study, an influencer is defined as a person who holds significant influence over a
community on social media platforms and appears in advertising videos to promote and
convey marketing messages.

2.2.2 Online Comment:

Online comments enable users to express opinions and interact with content and each
other by posting comments. Specifically, in this study, comments refer to user interactions
with advertising videos. These comments can take various forms, including discussions,
critiques, information sharing, expressions of agreement or disagreement, personal
opinions, and contributions to information exchange within the online community.

Online comments play a crucial role in fostering an interactive information-sharing

environment, enhancing engagement, and strengthening connections within digital
communities. They allow users to share viewpoints, knowledge, experiences, and
evaluations, while also providing a space for discussion and communication.

In this study, online comments are defined as user-generated comments posted in the
comment sections of social media platforms in response to advertising videos.

2.2.3 Logistics Service Quality:

Logistics service quality is a crucial factor influencing consumer satisfaction in

e-commerce transactions. It encompasses not only timely delivery but also aspects such
as after-sales services, flexibility in return and exchange policies, and overall customer
support. Companies must ensure that their logistics services can meet diverse customer
demands, from fast delivery to additional services like product insurance, which helps
minimize consumer risks.

In this study, logistics service quality is defined as a combination of factors such as

reliability, timeliness, and customer service quality. These elements contribute to
enhancing consumer trust and satisfaction with e-commerce platforms.

2.2.4 Promotion Incentive Information:

Promotional information refers to the details that businesses provide to encourage
consumer purchasing behavior. These can include discount programs, special offers, or
free gifts bundled with products. In the e-commerce environment, particularly in
livestream advertisements and promotional videos, promotional information can
significantly influence consumer purchasing decisions, especially for those who prioritize
cost savings.

In this study, promotional information is defined as the various promotional programs

launched by brands and businesses to stimulate purchases, such as price discounts. This
information is conveyed through brand advertisement videos on social media platforms.

2.2.5 Promotion Time Limit:

Time-limited promotions are a crucial element of marketing strategy, especially in

"hunger marketing" campaigns. These promotions create a sense of urgency among
consumers, encouraging them to make quick purchasing decisions to avoid missing out
on special deals.

In this study, time-limited promotions are understood as a factor that strongly drives
consumer action. When consumers perceive that they have only a limited time to take
advantage of an offer, their motivation for impulsive buying increases due to time
pressure and the fear of missing out.

2.2.6 Perceived Scarcity:

Perceived scarcity refers to the psychological state of consumers when they recognize
that a product or promotion is limited in quantity or time. In this study, perceived scarcity
is created through video advertisements, where the host (anchor) employs marketing
strategies like "hunger marketing" to emphasize product limitations—for example,
announcing that only a few units remain or that a promotional offer is about to expire.

However, not all time- or quantity-limited strategies effectively create a sense of scarcity
for consumers. The effectiveness depends on how the message is delivered, the
consumer’s level of interest, and their trust in the perceived limitation. When consumers
genuinely believe that a product might sell out or that a promotion is ending soon, they
are more likely to act quickly to avoid missing out.

Perceived scarcity plays a crucial role in driving impulsive buying behavior by creating
urgency and increasing the perceived value of a product. In this study, it is considered a
psychological factor that strongly influences consumer purchasing decisions when they
encounter advertisements emphasizing limited time or stock availability.

2.2.7 Perceived Trust:

Perceived trust refers to the extent to which an individual or a group of people believes in
and has confidence in a specific person, organization, or object. It is shaped by personal
experiences, available information, and interactions with the subject. Perceived trust is
often considered a psychological state characterized by positive expectations toward a
particular entity.

In this study, perceived trust is understood as consumers' trust in the product, the
influencer, or other information presented in the advertisement videos they are watching.

2.2.8 Perceived Value

Perceived value is the value that customers feel they receive when using a product or
service. It reflects the extent to which a product satisfies consumer needs and
expectations. This value is determined by the relationship between what consumers give
(such as money, time, and effort) and what they receive, influenced by both internal and
external factors.

In this study, perceived value refers to the benefits consumers believe they will gain when
watching advertisement videos, such as the value of the product, the promotional offers,
or other incentives presented in the video content.

2.3 Hypothesis Development

2.3.1 Research Hypothesis on Anchor characteristics

Influencers play a crucial role in e-commerce, particularly in advertising videos. They

assist businesses in promoting products, providing product information, and enhancing
brand image. Influencers not only increase the perceived value of products but also create
a sense of scarcity, encouraging consumers to make immediate purchase decisions.

Previous studies by Zhang and Zhang (2021) have indicated that influencers have a
significant impact on consumer trust in the products they endorse. Similarly, Zhao and
Wang (2021) confirmed that influencer characteristics—such as interactivity, integrity,
professionalism, and popularity—positively influence consumers' perceived value and
perceived trust.
Hypothesis 1 (H1):

The characteristics of anchor have a positive impact on consumers' perceived trust.

Rationale:​
Previous studies have shown that influencer characteristics—including popularity,
professionalism, and interactivity with consumers—enhance consumer trust in the
products they promote. When consumers perceive an influencer as trustworthy, they feel
more confident about the quality of the advertised product, leading to higher perceived
trust.

Hypothesis 2 (H2):

The characteristics of anchor have a positive impact on consumers' perceived value.

Rationale:​
Integrity, professionalism, and popularity of influencers can enhance the perceived value
of the product or service they endorse. Consumers tend to evaluate a product more
favorably when it is promoted by a reputable and influential figure in the community,
which in turn influences their purchase decisions.

2.3.2 Research Hypothesis on Online Comments

Online comments have garnered increasing attention from both businesses and consumers
in the context of e-commerce and advertising videos. They not only help reduce
consumer uncertainty about product quality but also significantly influence business
decisions. These comments provide direct feedback and contribute to shaping the overall
shopping experience for consumers.

Recent studies suggest that online comments mitigate product uncertainty and provide
consumers with essential information regarding product quality. Qi (2021) further found
that the quantity and quality of online comments positively influence consumer
purchasing behavior by enhancing perceived trust and perceived value in the product.

Hypothesis 3 (H3):​
Online comments have a positive impact on consumers' perceived trust.

Rationale: Online comments help reduce consumer uncertainty about a product. When
consumers see others sharing their experiences and positive reviews, they are more likely
to trust the quality of the product. Online comments can establish trust in a product or
service, making consumers feel more confident in their purchasing decisions.

Hypothesis 4 (H4):​
Online comments have a positive impact on consumers' perceived value.

Rationale: Online comments enable consumers to assess the true value of a product
based on reviews from other customers. When a product receives numerous positive
comments, consumers tend to perceive it as having a higher value relative to its price.
This strong perception of value significantly influences their purchasing decisions,
increasing their willingness to buy the product immediately.

2.3.3 Research Hypothesis on Logistics Service Quality

Logistics service quality plays a crucial role in the effectiveness of advertisement videos
and serves as a key factor in shaping consumer purchasing decisions. When engaging
with online advertisements, consumers not only assess product quality and pricing but
also develop expectations regarding logistics services, including reliability, flexibility,
and customer support from delivery providers. A seamless logistics experience enhances
the perceived credibility of an advertised product and strengthens consumer trust in a
brand.

Previous studies have shown that improvements in logistics service quality lead to higher
consumer-perceived value and encourage impulsive purchasing behavior. Liu (2021)
confirmed that personalized logistics services can enhance consumer trust and
satisfaction while encouraging repeat purchases. Similarly, Yan et al. (2020) categorized
logistics services into specific elements such as reliability, responsiveness, timeliness, and
delivery personnel attitude, demonstrating that all these factors positively influence
customer perceptions.

Hypothesis 5 (H5):

Logistics service quality has a positive impact on consumers’ perceived trust.

Rationale: When logistics service quality improves, consumers tend to develop greater
trust in both the product and the business, as they perceive the logistics process as reliable
and efficient. A well-organized logistics system reassures consumers, particularly in the
context of online shopping, where trust plays a crucial role in purchasing decisions.

Hypothesis 6 (H6):
Logistics service quality has a positive impact on consumers’ perceived value.

Rationale: High-quality logistics services enhance consumers’ perceived value by

providing fast, accurate, and responsive delivery experiences. Factors such as on-time
delivery and attentive customer service not only increase consumer satisfaction but also
create the perception that the product holds greater value relative to its cost, thereby
elevating perceived value.

2.3.4 Research Hypothesis on Promotion Incentive Information

Promotion incentive information is a crucial element in the marketing strategies of

e-commerce businesses, particularly in the context of advertising videos. By providing
promotional details on discounts, special offers, or gift incentives, businesses not only
attract consumer attention but also influence factors such as perceived trust, perceived
value, and purchase intention. Specifically, promotions help reduce consumers' perceived
risks and encourage them to engage in shopping activities, especially when they feel they
are saving money or receiving greater value through promotional programs.

Chen (2021) found that both discount-based and gift-based promotions in promotional
information can enhance consumers’ perceived trust and perceived value, ultimately
increasing their purchase intention. Promotional campaigns can also create a sense of
urgency, stimulating impulsive buying behavior in e-commerce environments.

Hypothesis 7 (H7):

Promotion incentive information has a positive impact on consumers' perceived

trust.

Rationale: Promotional information helps consumers feel more confident when making
purchase decisions. Seeing discount offers or special incentives makes them perceive the
product as more valuable and fosters trust in the brand or business. This increased
perceived trust encourages them to proceed with the purchase.

Hypothesis 8 (H8):

Promotion incentive information has a positive impact on consumers' perceived

value.

Rationale: Promotional programs, such as discounts or free gifts, enhance consumers'

perceived value of a product. Consumers feel they are getting more value than the actual
cost they pay, especially when promotions are involved. This sense of increased value can
lead to greater satisfaction and motivate them to make quicker purchasing decisions.

2.3.5 Research Hypothesis on Promotion Time Limit

Promotion time limits are a crucial marketing strategy in live commerce, designed to
encourage consumers to make quick purchasing decisions by offering discounts or
incentives within a limited timeframe. This strategy creates a sense of urgency and
exclusivity, enhancing the perceived value of products and stimulating impulsive buying
behavior. Studies indicate that time constraints increase urgency, motivating consumers to
act swiftly to avoid missing out on the opportunity.

Hypothesis 9 (H9):

Promotion time limits have a positive impact on consumers' perceived value.

Rationale:​
Promotion time limits create a sense of exclusivity and urgency, leading consumers to
perceive greater value in a product due to the temporary nature of the offer. When
consumers recognize that a promotion is only available for a limited time, they tend to
evaluate the product as more valuable and make quicker purchasing decisions to avoid
missing out. The time constraint effect reduces hesitation and perceived risks while
enhancing perceived value, ultimately driving impulsive buying behavior.

2.3.6 Research Hypothesis on Perceived Scarcity

Perceived scarcity in e-commerce, particularly in advertising videos, has a significant

impact on consumers' impulsive buying behavior. When consumers perceive that a
product is in limited supply or close to selling out, it creates a sense of urgency and
competition, prompting them to make quick purchasing decisions to avoid missing out on
the opportunity.

Previous studies have demonstrated that perceived scarcity can directly influence panic
buying and impulsive purchase behavior (Gupta et al., 2017; Islam et al., 2021). Creating
a sense of scarcity can heighten consumer urgency and drive them to engage in rapid
purchasing behavior.

Hypothesis 10 (H10):
Perceived scarcity has a positive impact on impulsive purchase behavior.

Rationale: When consumers perceive that a product is scarce and available in limited
quantities, they tend to make impulsive purchasing decisions due to the fear of missing
out. Factors such as countdown timers and competitive purchasing create a sense of
urgency that drives impulsive buying behavior.

Studies by Gupta et al. (2017) and Islam et al. (2021) have shown that perceived scarcity
has a strong influence on panic buying and impulsive purchase behavior, particularly in
social commerce environments.

2.3.7 Research Hypothesis on Perceived Trust

Perceived Trust is a crucial factor in consumer behavior and purchasing decisions. It is

considered a psychological state that reflects a positive expectation regarding the actions
or intentions of others. In the context of e-commerce, perceived trust serves as a
fundamental element that helps consumers reduce uncertainty and enhances their
willingness to make purchase decisions.

In advertising videos, consumer trust in businesses or sellers can be established through

direct interactions,product demonstrations, and timely, detailed information. A high level
of trust in a business leads to increased consumer loyalty and satisfaction, reinforcing
long-term relationships between buyers and sellers.

Hypothesis 11 (H11):

Perceived Trust has a positive impact on consumers' Impulse Buying Behavior.

Rationale:When consumers trust a business or seller, they are more likely to make quick
purchasing decisions without extensive deliberation. This trust reduces anxiety and
skepticism, creating a favorable environment for impulsive buying, especially in
situations involving promotions or time-limited offers. Advertising videos foster strong
consumer trust through interactions and direct product information, minimizing
uncertainty about products and services, which in turn encourages impulsive purchasing
behavior.

2.3.8 Research Hypothesis on Perceived Value

Perceived Value is a crucial factor in predicting consumer behavior, particularly in the

context of e-commerce and advertising videos. It is defined as the overall assessment of a
product based on the comparison between perceived benefits and perceived costs. When
consumers perceive that the value of a product or service outweighs the cost, they tend to
make purchasing decisions more quickly.

According to Wang et al. (2021), implementing promotional time limits or product

quantity restrictions enhances consumers' perceived value. When consumers recognize
product scarcity, they experience excitement and a stronger desire to fulfill their impulse
to purchase.

Hypothesis 12 (H12):

Perceived Value has a positive impact on consumers' Impulse Buying Behavior.

Rationale:When consumers perceive that a product offers greater value than its
cost—especially in an advertising videos —they are more likely to make immediate
purchasing decisions. Promotional time limits and product scarcity create a sense of
urgency, enhancing perceived value and driving impulse buying behavior. These factors
contribute to a heightened sense of worth, ultimately leading consumers to make
unplanned purchases.

2.4 Propose Research model

Chapter 3:
3.1 Research Design
3.1.1 Research Type: Quantitative Study

In this study, I will employ a quantitative research method. This approach is chosen
because the primary objective is to collect numerical data from a large sample of
consumers to measure the factors influencing impulse buying behavior. Quantitative
research provides precise, measurable data that can be analyzed using statistical methods
to examine the relationships among variables within the research model.

The study focuses on several key factors, including anchor characteristics, online
comments, logistics service quality, promotion incentive information, promotion
time limit, perceived scarcity, perceived trust, and promotion incentives. The goal is
to determine how these factors impact consumers' impulsive buying behavior in the
context of live commerce.

3.1.2 Objectives:

The objective of this study is to examine the impact of various factors, including anchor
characteristics, online comments, logistics service quality, promotion incentive
information, promotion time limit, perceived scarcity, perceived trust, and
promotion incentives, on impulsive buying behavior in live commerce.

Specifically, this research aims to address the following questions:

●​ How do factors such as anchor characteristics and online comments influence

perceived trust and perceived value?
●​ How do perceived trust, perceived value, and perceived scarcity affect
impulsive buying behavior?

3.2 Sampling and data collection

3.2.1 Sampling Method

This study adopts the convenience sampling method, in which respondents are selected
based on accessibility and ease of participation. This approach enables efficient data
collection from readily available university students in Ho Chi Minh City.

Convenience sampling is particularly useful in exploratory research or studies involving

smaller groups, where the primary goal is to identify trends or relationships within the
selected sample. While it may not fully represent the entire population, this method
allows for valuable insights and data analysis within the study’s specific scope.
3.2.2 Sample Size

The sample size will be determined using Yamane’s formula, a widely used method for
calculating sample size in social science research. The formula for determining the
sample size is as follows:

n=N/(1+N(e)^2)

Where:

●​ n is the required sample size.

●​ N is the total population.
●​ e is the margin of error (the accuracy level of the study, typically 0.05 or 5%).

As of early 2023, Vietnam had approximately 70 million social media users, accounting
for 71.9% of the population. Among them, Gen Z made up around 20% (according to
the 2023 Data Recap).With Ho Chi Minh City’s population at 10 million, and assuming
the same 71.9% social media usage rate, we can estimate:

10.000.000×71,9%=7.190.000

Thus, an estimated 7.19 million people in Ho Chi Minh City use social media.If Gen Z
accounts for 20% of social media users, the estimated number of Gen Z social media
users in Ho Chi Minh City can be calculated as follows:

7.190.000×20%=1.438.000

Thus, approximately 1.44 million Gen Z individuals are using social media in Ho Chi
Minh City. Given the population size (N) = 1,440,000 and the desired margin of error
(e) = 0.05, the required sample size (n) is 400, calculated using Yamane’s formula.

3.2.3 Data Collection Method:

The quantitative data collection method in this study will be conducted through a survey:

●​ a questionnaire will be designed with quantitative questions, primarily utilizing

Likert scales or closed-ended questions to gather responses from participants.
These questions will aim to measure the factors related to students' impulse buying
behavior influenced by the " Scarcity marketing" strategy.
 ●​ The questionnaire will be distributed online via survey platforms such as Google
Forms, SurveyMonkey, or sent through email to ensure convenience for
participants.

3.3 Measurement scale

In this study, I use the Likert Scale to measure participants' level of agreement with
statements related to the influence of video advertisements on impulse buying behavior.
The Likert Scale is an ordinal scale, where responses are divided into 5 levels ranging
from "Strongly Disagree" to "Strongly Agree." Specifically, the levels are numbered from
1 to 5 as follows:

●​ 1 = Strongly disagree
●​ 2 = disagree
●​ 3 = neutral
●​ 4 = agree
●​ 5 = Strongly agree

This scale allows for an accurate measurement of participants' level of agreement with
the statements presented in the survey, thus reflecting their attitudes towards the factors
influencing shopping behavior. The use of the Likert Scale with these 5 levels is based on
previous research (key papers), where a similar scale was used to assess similar factors.
This ensures the validity and consistency of my study, while also facilitating the
comparison of results with previous studies.

3.4 Data Analysis Approach

3.4.1 Analysis Method: PLS-SEM (Partial Least Squares Structural Equation

Modeling)​
To examine the relationships between the factors in the research model, I will use
PLS-SEM (Partial Least Squares Structural Equation Modeling). This method is suitable
for analyzing complex linear structural models with multiple independent and dependent
variables, particularly when the sample size may not be large (ranging from 200 to 400
participants).

PLS-SEM allows me to examine the relationships between latent variables and observed
variables. By using PLS-SEM, I will be able to:

●​ Examine the relationships between latent factors such as perceived trust, perceived
value, and impulsive buying behavior.
 ●​ Measure the impact of factors such as anchor characteristics, online comments,
and promotional incentives on impulse buying behavior.
●​ Assess the reliability and validity of the measurement scales used in the study.

PLS-SEM will provide important metrics such as R² (to assess the explanatory power of
the model for the dependent variables), path coefficients (to measure the impact of
independent variables on dependent variables), and t-values (to test the statistical
significance of the relationships).

3.4.2 Software Used for PLS-SEM

●​ SmartPLS: This is a popular software for performing PLS-SEM. It will be used in

this study to construct and estimate both measurement and structural models.

3.5 Develop a questionnaire for quantitative study

The research questions in this report have been adapted from the studies of Zhenfang
Zhang et al. (2022) and Bing Chen et al. (2022). Both of these studies focus on online
retailing through livestream sessions. In our study, video advertisements are used to
illustrate this relationship. Since both livestreams and video advertisements are deployed
on social media platforms and share many similar characteristics, we have decided to
adopt the research questions from Zhenfang Zhang et al. (2022) and Bing Chen et al.
(2022) to develop the direction of our research.

3.5.1 Questions Regarding the Variables

Serial Adjusted question

Variables Original question: Source
Number (Already translated into Vietnamese)
When watching the live
commerce, I think the khi xem video quảng cáo, tôi nghĩ người
AC1 anchors will respond to my truyền đạt nội dung trên video sẽ trả lời tôi
questions in a timely một cách kịp thời
manner.
The communication and Sự giao tiếp và tương tác của những người
Anchor interaction of the anchors Zhenfang
truyền đạt nội dung trên video khiến tôi
Characteri AC2 made me feel that the live Zhang et
cảm thấy thương mại trực tiếp là hoạt động
stics commerce marketing activity al. (2022)
was very valuable. tiếp thị rất có giá trị

I think the product information Tôi nghĩ rằng thông tin sản phẩm do các
AC3 recommended by anchors for người truyền đạt nội dung trên video đề
me is authentic and credible. xuất cho tôi là xác thực và đáng tin cậy.
 Through the direct experience
Thông qua trải nghiệm trực tiếp của người
of the anchor to the product, I
AC4 truyền đạt nội dung trên videos với sản
deepened my understanding of
the product. phẩm, tôi đã hiểu sâu hơn về sản phẩm.

I think anchors are familiar with Tôi nghĩ rằng người truyền đạt nội dung
the product and have trên video quen thuộc với sản phẩm và có
AC5 professional knowledge, so kiến thức chuyên môn, vì vậy họ có thể giải
they can explain clear and thích thông tin hoạt động một cách rõ ràng
accurate activity information. và chính xác.
I take the initiative to read the
Tôi chủ động đọc phản hồi từ các bình luận
OC1 feedback of the online
trực tuyến của video quảng cáo
comments in the studio.
I choose to buy items with a
Tôi chọn mua những sản phẩm có số
OC2 high number of real-time
lượng đánh giá theo thời gian thực cao.
reviews.

I tend to be drawn to extreme Tôi có xu hướng bị thu hút bởi những bình Zhenfang
Online OC3 (positive or negative) real-time luận theo thời gian thực có tính cực Zhang et
Comment comments. đoan(tích cực hoặc tiêu cực). al. (2022)
can share my shopping tips Tôi có thể chia sẻ mẹo mua sắm của mình
OC4 with other customers through với những khách hàng khác thông qua
real-time online reviews. đánh giá trực tuyến theo thời gian thực.
The content of real-time Nội dung của các đánh giá sản phẩm theo
OC5 product reviews has an impact thời gian thực ảnh hưởng đến quyết định
on my purchase decision. mua hàng của tôi.
The timely and accurate
processing of orders on Việc xử lý đơn hàng kịp thời và chính xác
LSQ1 e-commerce platforms trên các nền tảng thương mại điện tử
encourages me to snap up khuyến khích tôi mua hàng nhanh chóng.
goods.
Merchants offer value-added Các nhà bán hàng cung cấp dịch vụ gia
services such as “seven-day
tăng như “hoàn trả trong 7 ngày không cần
LSQ2 no-excuses returns” and
lý do” và “hoàn tiền ngay lập tức” để
“instant refunds” to encourage
me to snap up goods. khuyến khích tôi mua hàng nhanh chóng.

Logistics If the logistics company Zhenfang

Service cooperating with the merchant Zhang et
Nếu công ty logistics hợp tác với nhà bán
Quality LSQ3 can promise to deliver the al. (2022)
hàng cam kết giao hàng đúng thời gian dự
goods on the scheduled time, I
will consider snapping up the kiến, tôi sẽ cân nhắc mua hàng nhanh.
goods.
When the distribution range of
Khi phạm vi phân phối của các điểm giao
logistics outlets meets my
LSQ4 hàng phù hợp với nhu cầu của tôi, tôi sẽ
needs, I will consider buying
goods. cân nhắc mua hàng.

When the e-commerce Khi nền tảng thương mại điện tử có thể xử
LSQ5 platform can timely deal with lý kịp thời yêu cầu hoàn trả hoặc đổi hàng
my return or replacement của tôi, tôi sẽ cân nhắc mua hàng.
 requirements, I will consider
buying goods.
I will always pay attention to
Tôi luôn chú ý đến giá khuyến mãi và thông
the promotional prices and
PII1 tin phiếu giảm giá được phát hành trong
coupon information released in
the live commerce. video quảng cáo

When buying goods, I like to

Khi mua hàng, tôi thích mua các sản phẩm
PII2 buy promotional goods in the
Promotion khuyến mãi trong video quảng cáo
broadcast room.
Zhenfang
al incentive
Livestreaming promotions Zhang et
informatio PII3 Khuyến mãi qua video quảng cáo giúp tôi
allow me to get a more al. (2022)
n có được mức giá tiêu dùng hợp lý hơn.
reasonable consumer price.
The price discount in the
Mức giảm giá trong video quảng cáo khiến
PII4 broadcast room makes me feel
tôi cảm thấy rất hào phóng.
very generous.

The buying in the studio makes Mua sắm trong video quảng cáo khiến tôi
PII5
me feel more affordable. cảm thấy tiết kiệm hơn.
I feel that the sale time of the Tôi cảm thấy thời gian của chương trình
PTL1 broadcast room is usually khuyến mãi trong video quảng cáo thường
relatively short. khá ngắn.
I feel like I have less time to Tôi cảm thấy có ít thời gian để quyết định
PTL2 decide if I want to buy có mua sản phẩm đang giảm giá trực tiếp
something that’s on sale live. hay không. Zhenfang
Promotion
Zhang et
Time Limit I feel like I’m snapping up sales Tôi cảm thấy mình thường mua hàng ngay al. (2022)
PTL3
right before the deadline. trước thời hạn kết thúc khuyến mãi.

The closer I get to the end of a Càng gần đến thời điểm kết thúc chương
limited-time sale, the time trình giảm giá có giới hạn, áp lực thời gian
PTL4
pressure pushes me to buy as càng thúc đẩy tôi mua hàng nhanh nhất có
quickly as possible. thể.
As watching live streaming
Khi xem chương trình khuyến mãi trên
shopping promotion, I think
video quảng cáo, tôi nghĩ rằng nhiều người
PS1 many people would
sẽ cạnh tranh với tôi để mua các sản phẩm
compete with me to buy the
khuyến mãi.
promotional items.
As watching live streaming Bing Chen
Perceived Khi xem chương trình khuyến mãi trên
shopping promotion, I think et al.
Scrarity PS2 video quảng cáo, tôi nghĩ rằng sản phẩm
the promotional product (2022)
khuyến mãi sẽ nhanh chóng hết hàng.
would sell out fast.
I think that product scarcity Tôi cho rằng sự khan hiếm của sản phẩm
is strategically created by được người truyền đạt nội dung trên video
PS3
anchors in live streaming quảng cáo tạo ra một cách có chiến lược
shopping scene. trong bối cảnh mua sắm trực tuyến.
I think e-commerce live
Tôi nghĩ rằng các video quảng cáo trên
Perceived PT1 commerce platforms are Zhenfang
mạng xã hội là đáng tin cậy.
Trust trustworthy. Zhang et
 I think the promises made by Tôi cho rằng những cam kết trên các video al. (2022)
PT2 e-commerce platforms are quảng cáo trên mạng xã hội đưa ra là đáng
reliable. tin cậy.
If there is a problem with the
Nếu có vấn đề với sản phẩm, tôi tin rằng
product, I believe the merchant
PT3 nhà bán hàng sẽ cố gắng hết sức để đưa
will try his best to provide me
with a solution. ra giải pháp cho tôi.

I think e-commerce platforms

Tôi nghĩ rằng các các video quảng cáo có
can provide enough commodity
PT4 thể cung cấp đủ thông tin về sản phẩm và
information and quality
services. dịch vụ chất lượng.

I think the products

Tôi nghĩ rằng các sản phẩm được giới
recommended in the
PV1 thiệu trong các video quảng cáo vừa đúng
e-commerce live commerce
just meet my needs. với nhu cầu của tôi.

The sales promotion makes me Chương trình khuyến mãi khiến tôi cảm Zhenfang
Perceived PV2 feel economical. thấy tiết kiệm. Zhang et
Value
When I participate in a sale, I al. (2022)
Khi tham gia mua hàng khuyến mãi, tôi
PV3 feel good about getting a good
cảm thấy vui vì đã mua được với giá hời.
deal.

I feel it’s very cost-effective to Tôi cảm thấy rất hiệu quả về giá khi mua
PV4
snap up sales. hàng trong chương trình giảm giá
When I watch the livestream of
Khi xem video quảng cáo trên nền tảng
e-commerce, I often buy
IBB1 mạng xã hội, tôi thường mua những món
something that I didn’t intend to
buy. đồ mà ban đầu không có ý định mua.

When I watch the live Khi xem video quảng cáo trên nền tảng
commerce, I often find some mạng xã hội, tôi thường tìm thấy những
IBB2
goods I want to buy that are sản phẩm muốn mua nhưng không có
Impulse Zhenfang
not in my plan. trong kế hoạch.
Buying Zhang et
Behavior In the flash sale, I will have a Trong các đợt giảm giá "flash sale", tôi có al. (2022)
IBB3
strong desire to buy goods. khao khát mạnh mẽ muốn mua hàng.
I have a sudden urge to buy Tôi có cảm giác muốn mua ngay lập tức khi
IBB4
something during a flash sale. thấy chương trình giảm giá "flash sale"
After reading the preferential
Sau khi đọc nội dung ưu đãi của sản phẩm,
IBB5 content of the product, I have a
tôi có khả năng cao sẽ mua hàng.
great possibility to buy.

3.5.2 The Complete Questionnaire:

Strongly
disagree disagree Strongly
. . Neutral agree agree.
 Anchor Characteristics ① ➁ ③ ④ ⑤
khi xem video quảng cáo, tôi nghĩ người truyền đạt nội
1 ① ② ③ ④ ⑤
dung trên video sẽ trả lời tôi một cách kịp thời
Sự giao tiếp và tương tác của những người truyền đạt
2 nội dung trên video khiến tôi cảm thấy thương mại trực ① ② ③ ④ ⑤
tiếp là hoạt động tiếp thị rất có giá trị
Tôi nghĩ rằng thông tin sản phẩm do các người truyền
3 đạt nội dung trên video đề xuất cho tôi là xác thực và ① ② ③ ④ ⑤
đáng tin cậy.
Thông qua trải nghiệm trực tiếp của người truyền đạt nội
4 dung trên videos với sản phẩm, tôi đã hiểu sâu hơn về ① ② ③ ④ ⑤
sản phẩm.
Tôi nghĩ rằng người truyền đạt nội dung trên video quen
thuộc với sản phẩm và có kiến thức chuyên môn, vì vậy
5 ① ② ③ ④ ⑤
họ có thể giải thích thông tin hoạt động một cách rõ ràng
và chính xác.
Online Comment ① ② ③ ④ ⑤
Tôi chủ động đọc phản hồi từ các bình luận trực tuyến
6 ① ② ③ ④ ⑤
của video quảng cáo
Tôi chọn mua những sản phẩm có số lượng đánh giá
7 ① ② ③ ④ ⑤
theo thời gian thực cao.
Tôi có xu hướng bị thu hút bởi những bình luận theo thời
8 ① ② ③ ④ ⑤
gian thực có tính cực đoan(tích cực hoặc tiêu cực).
Tôi có thể chia sẻ mẹo mua sắm của mình với những
9 khách hàng khác thông qua đánh giá trực tuyến theo ① ② ③ ④ ⑤
thời gian thực.
Nội dung của các đánh giá sản phẩm theo thời gian thực
10 ① ② ③ ④ ⑤
ảnh hưởng đến quyết định mua hàng của tôi.
Logistics Service Quality ① ② ③ ④ ⑤
Việc xử lý đơn hàng kịp thời và chính xác trên các nền
11 tảng thương mại điện tử khuyến khích tôi mua hàng ① ② ③ ④ ⑤
nhanh chóng.
Các nhà bán hàng cung cấp dịch vụ gia tăng như “hoàn
12 trả trong 7 ngày không cần lý do” và “hoàn tiền ngay lập ① ② ③ ④ ⑤
tức” để khuyến khích tôi mua hàng nhanh chóng.
Nếu công ty logistics hợp tác với nhà bán hàng cam kết
13 giao hàng đúng thời gian dự kiến, tôi sẽ cân nhắc mua ① ② ③ ④ ⑤
hàng nhanh.
Khi phạm vi phân phối của các điểm giao hàng phù hợp
14 ① ② ③ ④ ⑤
với nhu cầu của tôi, tôi sẽ cân nhắc mua hàng.

15 Khi nền tảng thương mại điện tử có thể xử lý kịp thời ① ② ③ ④ ⑤

 yêu cầu hoàn trả hoặc đổi hàng của tôi, tôi sẽ cân nhắc
mua hàng.
Promotional incentive information ① ② ③ ④ ⑤
Tôi luôn chú ý đến giá khuyến mãi và thông tin phiếu
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giảm giá được phát hành trong video quảng cáo
Khi mua hàng, tôi thích mua các sản phẩm khuyến mãi
17 ① ② ③ ④ ⑤
trong video quảng cáo
Khuyến mãi qua video quảng cáo giúp tôi có được mức
18 ① ② ③ ④ ⑤
giá tiêu dùng hợp lý hơn.
Mức giảm giá trong video quảng cáo khiến tôi cảm thấy
19 ① ② ③ ④ ⑤
rất hào phóng.
Mua sắm trong video quảng cáo khiến tôi cảm thấy tiết
20 ① ② ③ ④ ⑤
kiệm hơn.
Promotion Time Limit ① ② ③ ④ ⑤
Tôi cảm thấy thời gian của chương trình khuyến mãi
21 ① ② ③ ④ ⑤
trong video quảng cáo thường khá ngắn.
Tôi cảm thấy có ít thời gian để quyết định có mua sản
22 ① ② ③ ④ ⑤
phẩm đang giảm giá trực tiếp hay không.
Tôi cảm thấy mình thường mua hàng ngay trước thời
23 ① ② ③ ④ ⑤
hạn kết thúc khuyến mãi.
Càng gần đến thời điểm kết thúc chương trình giảm giá
24 có giới hạn, áp lực thời gian càng thúc đẩy tôi mua hàng ① ② ③ ④ ⑤
nhanh nhất có thể.
Perceived Scrarity ① ② ③ ④ ⑤
Khi xem chương trình khuyến mãi trên video quảng cáo,
25 tôi nghĩ rằng nhiều người sẽ cạnh tranh với tôi để mua ① ② ③ ④ ⑤
các sản phẩm khuyến mãi.
Khi xem chương trình khuyến mãi trên video quảng cáo,
26 tôi nghĩ rằng sản phẩm khuyến mãi sẽ nhanh chóng hết ① ② ③ ④ ⑤
hàng.
Tôi cho rằng sự khan hiếm của sản phẩm được người
27 truyền đạt nội dung trên video quảng cáo tạo ra một ① ② ③ ④ ⑤
cách có chiến lược trong bối cảnh mua sắm trực tuyến.
Perceived Trust ① ② ③ ④ ⑤
Tôi nghĩ rằng các video quảng cáo trên mạng xã hội là
28 ① ② ③ ④ ⑤
đáng tin cậy.
Tôi cho rằng những cam kết trên các video quảng cáo
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trên mạng xã hội đưa ra là đáng tin cậy.
Nếu có vấn đề với sản phẩm, tôi tin rằng nhà bán hàng
30 ① ② ③ ④ ⑤
sẽ cố gắng hết sức để đưa ra giải pháp cho tôi.
 Tôi nghĩ rằng các các video quảng cáo có thể cung cấp
31 ① ② ③ ④ ⑤
đủ thông tin về sản phẩm và dịch vụ chất lượng.
Perceived Value ① ② ③ ④ ⑤
Tôi nghĩ rằng các sản phẩm được giới thiệu trong các
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video quảng cáo vừa đúng với nhu cầu của tôi.
33 Chương trình khuyến mãi khiến tôi cảm thấy tiết kiệm. ① ② ③ ④ ⑤
Khi tham gia mua hàng khuyến mãi, tôi cảm thấy vui vì
34 ① ② ③ ④ ⑤
đã mua được với giá hời.
Tôi cảm thấy rất hiệu quả về giá khi mua hàng trong
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chương trình giảm giá
Impulse Buying Behavior ① ② ③ ④ ⑤
Khi xem video quảng cáo trên nền tảng mạng xã hội, tôi
36 thường mua những món đồ mà ban đầu không có ý định ① ② ③ ④ ⑤
mua.
Khi xem video quảng cáo trên nền tảng mạng xã hội, tôi
37 thường tìm thấy những sản phẩm muốn mua nhưng ① ② ③ ④ ⑤
không có trong kế hoạch.
Trong các đợt giảm giá "flash sale", tôi có khao khát
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mạnh mẽ muốn mua hàng.
Tôi có cảm giác muốn mua ngay lập tức khi thấy chương
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trình giảm giá "flash sale"
Sau khi đọc nội dung ưu đãi của sản phẩm, tôi có khả
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năng cao sẽ mua hàng.