Research on the effects of scarcity promotions and social influence on impulsive buying behavior on online food delivery platforms among youth in Ho Chi Minh City

Abstract

The study focuses on clarifying the influence of scarcity promotions and social influence on impulsive buying behavior on online food trading platforms. By primarily applying the S-O-R model, the research team developed and constructed a research model based on intermediary theories, including Perceived Value, Competitive Cognitive Stimulation, and Fear of Missing Out (FOMO). These intermediary theories aim to clarify the direct and indirect impact relationships of scarcity promotion strategies and the presence of social influence on the impulsive buying behavior of young consumers in Ho Chi Minh City. The study processes and analyzes the collected data using SmartPLS 3 and SPSS 18 software, based on an online survey of 377 respondents aged 18-29 (young consumers) in Ho Chi Minh City. The research findings indicate that scarcity promotion timing and social influence have an indirect impact on impulsive buying behavior, with perceived value playing a mediating role between scarcity promotion timing, social influence, and impulsive purchasing decisions on online food trading platforms. These research results provide meaningful insights into strategies and methods for effectively utilizing scarcity promotion strategies within the highly competitive online food delivery service landscape in Ho Chi Minh City.