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Long Nguyen

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Open access 2026

Factors affecting impulse buying behavior of consumers on the Shopee E-commerce Platform in Ho Chi Minh City

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 lever...

T. T. Huynh, Long Nguyen · 0 citations

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