Online Impulse Buying Behavior Among University Students: An Empirical Study at East Asia University of Technology

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Trust and promotional strategies significantly influence online impulse buying behavior among university students.
A survey of 221 students applied Structural Equation Modeling to test the research model and hypotheses.
Emotional, cognitive, social, and technological factors were integrated into a conceptual model examining purchase decisions.
This study offers theoretical insights and practical recommendations for enhancing online shopping experiences.

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Quantitative analysis reveals key factors driving online impulse buying in university students, suggesting strategic e-commerce optimizations.

Trinh et al. (2025) studied this question.

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Quantitative analysis reveals key factors driving online impulse buying in university students, suggesting strategic e-commerce optimizations.