Consumer Behavior Survey Dataset from Vietnamese Online Video Broadcasting Shopping Sessions: Stimuli, Affect, and Purchase Responses

Description

This article presents a survey dataset collected from 575 consumers in Vietnam who had recent experience with online livestream shopping. The dataset was generated to support an empirical investigation of the influence of environmental stimuli — including perceived scarcity, perceived discount, time pressure, social influence, and celebrity endorsement — on consumers' emotional arousal and subsequent impulsive buying behavior within online livestream commerce platforms

Institutions

• Industrial University of Ho Chi Minh City

  Ho Chi Minh, Ho Chi Minh City

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