Exploring Factors influencing the Online Impulse Buying Behavior of Students on TikTok Shop

The dataset aims to explore the factors influencing the online impulse buying behavior of university and college students in Can Tho, a central city in the Mekong Delta of Vietnam, on TikTok Shop. Data collection was conducted from January 2024 to March 2024 via an online questionnaire, resulting in 361 valid responses.