Students' Impulsive Buying Behavior of Fast Food on Social Networks

In the current context, the trend of online shopping in Vietnam as well as the number of people accessing and using online shopping channels are increasing. Global Data's survey shows that in 2020, sales of e-commerce platforms in Vietnam increased by 30.3%, reaching 13.1 billion USD. Before the emergence of online shopping, impulse buying behavior was studied in stores (Rook & Fisher, 1995) [19]. However, compared to face-to-face, the online environment has been facilitating impulsive shopping behavior (Liu et al., 2013) [16]. Furthermore, the rapid development of e-commerce and advances in information technology have made this behavior more popular than ever (Chan et al., 2017) [6]. This study was conducted with the aim of identifying, analyzing, and measuring students' impulsive buying behavior of fast food on social networks by using qualitative and quantitative research methods. Quantitative research methods were carried out with SPSS software, including Cronbach's alpha analysis. On the basis of an overview of previous studies and after interviewing experts, the study identified and analyzed four scales (component attributes) of students' impulsive buying behavior of fast food on social networks. Based on the research results, we propose some recommendations for fast food firms to improve the quality of fast food and students.