Abstract
This study adopts core concepts including dynamic pricing, perceived urgency, perceived value, impulse buying behavior, and the Stimulus–Organism–Response (S-O-R) model as the theoretical foundation, while also drawing from prior research on consumer behavior in e-commerce settings. A mixed-method approach was employed: qualitative research through expert interviews was used to refine and adapt measurement scales and the research model to the study context; quantitative research was conducted through a survey of 428 Gen Z consumers (born 1997–2012) who had purchased on e-commerce platforms such as Shopee, Tiki, Lazada, and TikTok Shop. Analytical techniques included Cronbach’s alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that dynamic pricing has an indirect impact on impulse buying behavior through two mediating variables, namely perceived urgency and perceived value. The study empirically tests and deepens the S-O-R theoretical framework in the context of e-commerce, by including dynamic pricing as a stimulus (S), while the two psychological variables, perceived urgency and perceived value, are viewed as intrinsic responses (O) leading to impulse buying behavior (R).
Keywords: Dynamic pricing, impulse buying behavior, Gen Z, perceived urgency, perceived value,
e-commerce.
JEL classification: C51, C81, J38
DOI: 10.63767/TCKT.35.2025.59.72
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
