• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2019 > Volume 10 Number 5 (Oct. 2019) >
IJTEF 2019 Vol.10(5): 119-125 ISSN: 2010-023X
DOI: 10.18178/ijtef.2019.10.5.648

The Effect of In-Store Marketing on Tourists’ Positive Emotion and Impulse Buying Behavior – An Empirical Study in Ho Chi Minh City, Vietnam

Phan Linh Duong and Mai Ngoc Khuong

Abstract—The main purpose of this study was to verify how in-store marketing stimuli impacted the impulse buying behavior through the mediator of tourists’ positive emotion. Quantitative approach was employed with questionnaires directly delivered to 327 domestic tourists living in Ho Chi Minh City (HCMC), Viet Nam. The SPSS software (version 20) with statistical techniques; Exploratory Factor Analysis, Multiple Regression, and Path Analysis were used to process and analyze the data. The empirical findings indicated that an increased focus on store ambiance and packaging design would make much more attentions and emotion of domestic tourists which could affect the sales growth positively. Moreover, other factors consisting of video advertising and sales promotion have both siginificantly direct and indirect effects on impulse buying behavior through the mediating role of positive emotion. Some recommendations were proposed to improve the brand image and renew marketing campaign which, in turn, would motivate the buying power from tourists increasingly.

Index Terms—Impulse buying behavior, positive emotion, in-store marketing.

Phan Linh Duong and Mai Ngoc Khuong are with the School of Business, International University, VNU-HCMC, Vietnam (e-mail:phanduong88@gmail.com; mnkhuong@hcmiu.edu.vn).

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Cite: Phan Linh Duong and Mai Ngoc Khuong, "The Effect of In-Store Marketing on Tourists’ Positive Emotion and Impulse Buying Behavior – An Empirical Study in Ho Chi Minh City, Vietnam," International Journal of Trade, Economics and Finance vol.10, no.5, pp. 119-125, 2019.

Copyright © 2019 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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