Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Perusahaan International Journal Administration, Business & Organization
Thai Dong, Tan
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Impulsive Buying Behavior through the Attraction of Students Captivated with Kocs' Short Videos: Second-Hand Footwear Products Nguyen Thi Phuong, Giang; Pham Thi Thanh , Truc; Le Thi Tam , Nhu; Nguyen Minh , Thu; Vo Thi Nguyet , Nhi; Thai Dong, Tan; Nguyen Binh Phuong, Duy
International Journal Administration, Business & Organization Vol 5 No 3 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.435

Abstract

In the rapidly developing digital economy, Vietnamese students' consumption behavior is changing significantly, particularly with the rise of impulsive shopping influenced by short videos from Key Opinion Consumers (KOCs). Specifically, second-hand footwear products (used shoes) stand out as an item that is regularly introduced by KOCs and attracts great interest from students, leading to impulsive shopping decisions due to their affordability and uniqueness. This study investigates the impact of KOCs (Key Opinion Consumers) on the impulsive shopping behavior of Vietnamese students within the digital economy's evolving landscape. It analyzes how KOCs' short video content influences unplanned purchase decisions, utilizing a mixed-method approach. Initially, semi-structured interviews with 20-30 students explored their perceptions of KOCs and shopping behaviors, informing a subsequent quantitative survey conducted with 524 students in Ho Chi Minh City. After data filtering, 512 responses were analyzed using the PLS-SEM structural model in SMARTPLS-4 software. Findings reveal that factors such as product information, brand recognition, KOCs' appeal, and virality significantly influence impulsive buying behavior, mediated by the attractiveness of short videos. Additional influences include promotions, mood, instant feel, and affordability. This research offers valuable insights into youth consumer behavior in the digital age and highlights critical issues regarding financial management and influencer marketing effectiveness in Vietnam.
The impact of KOCs' short video marketing on students' unplanned purchases of pre-loved footwear Nguyen Thi Phuong, Giang; Thai Dong, Tan; Nguyen Ngoc Phuong , Thao; Nguyen Thi Ha, An; Pham Ngoc, Duc; Le Thi Thanh, Truc
Jurnal Ekonomi Perusahaan Vol. 32 No. 1 (2025): March - August 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v32i1.1331

Abstract

In the digital economy, impulsive shopping behavior among Vietnamese students is gaining attention, driven largely by the influence of short videos from Key Opinion Consumers (KOCs). This study explores how KOCs impact impulsive buying, especially for second-hand footwear, an affordable and unique item that frequently attracts students. The research examines the role of KOCs' short video content in shaping students' unplanned purchase decisions. A mixed-method approach was employed, beginning with semi-structured interviews to gauge initial insights, followed by a quantitative survey of 524 students in Ho Chi Minh City. After data refinement, 512 responses were analyzed using the PLS-SEM model in SMARTPLS-4 software. The study concludes that KOCs play a substantial role in driving impulsive purchases among Vietnamese youth in the digital era. These findings offer insights for financial management education and effective influencer marketing strategies within Vietnam’s growing digital consumer landscape.
Co-Authors Le Thi Tam , Nhu Le Thi Thanh, Truc Nguyen Binh Phuong, Duy Nguyen Minh , Thu Nguyen Ngoc Phuong , Thao Nguyen Thi Ha, An Nguyen Thi Phuong, Giang Pham Ngoc, Duc Pham Thi Thanh , Truc Vo Thi Nguyet , Nhi