Dataset on Vietnamese students’ impulse buying behavior on TikTok shop

This article aims to provide a dataset on the factors affecting the online impulse buying behavior of university and college students in Vietnam. The examined factors include scarcity (SC), serendipity information (SI), trust (TR), hedonic motivation (HM), shopping lifestyle (SL), and product presentation (PP). In particular, the survey focuses on impulse shopping behavior on TikTok Shop, a rapidly growing e-commerce platform that is increasingly popular among Generation Z in Vietnam and other Asian countries. The data collection process was conducted from January 2024 to March 2024 through an online questionnaire and resulting in 361 valid responses from 10 provinces and cities in the Mekong Delta. This dataset could be valuable for enterprises operating on TikTok Shop or those planning to join the platform by providing insights into consumer behavior. Furthermore, it facilitates broader comparative studies across different regions or shopping platforms.