Exploring factors influencing the impulse buying behavior of Vietnamese students on TikTok Shop

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.