Abstract

With the explosive growth of e-commerce, Vietnamese consumers’ shopping habits have shifted markedly: an increasing number of customers seek live-stream shopping experiences, especially on the Shopee-Live platform—where sellers and buyers interact directly, fostering the development of impulse buying behavior. To leverage this sales channel effectively, sellers must deeply understand the factors that drive impulse purchasing, such as perceived enjoyment, perceived usefulness, promotion intensity, and trust in the streamer. The study “Factors Affecting Impulse Buying Behavior on the Shopee-Live E-commerce Platform in Ho Chi Minh City” distributed 250 questionnaires and obtained 210 valid responses, ensuring strong representativeness and practicality. Data were processed and quantitatively analyzed using SPSS 22 and AMOS 22 to test the model and its hypotheses. The results reveal five key factors that positively influence impulse buying behavior, ranked in descending order: perceived enjoyment; promotions; perceived usefulness; trust in the streamer; and personal interaction (the least influential). Notably, perceived usefulness not only has a direct impact but also stimulates perceived enjoyment, thereby indirectly promoting impulse purchases. Based on these findings, the study recommends that businesses synchronize the development of enjoyable experiences, design attractive promotional programs, provide useful information, and strengthen trust in livestream hosts in order to enhance competitive advantage and boost sales.