Why young people 'close deals' impulsively

Personalized recommendations are making online shopping more convenient and enjoyable than ever, but at the same time, they are also instilling in consumers, especially young people, the fear of being “tracked”. This reality is a big challenge for businesses in the digital age.

Fast fashion and fast shopping are creeping into every touch of Vietnamese consumers’ screens. From TikTok Shop, Shopee to Tiki, with just a few searches, “suitable” products immediately appear, as if they were designed specifically for each person.

The results of a research group fromFPT University were announced at the 25th International Conference on Electronic Business (ICEB 2025) recently held in Hanoi. The results showed that behind this convenience lies a paradox: Personalized recommendations both stimulate shopping interest and sow in consumers' insecurities about privacy.

Personalized recommendations make it easier for young people to make impulse purchases.

A survey of 301 young consumers (average age 23) found that more than half admitted they had made an impulsive purchase after seeing personalized recommendations on e-commerce platforms. The simple reason is that shopping becomes fast, convenient, requires no comparison, and even brings a sense of excitement.

Minh Anh (22 years old, Hanoi ) - an online fashionista - shared: "Many times I open the app just to take a look, but when I see suggestions that are so appealing, I buy them right away without thinking."

Research shows that 57.7% of impulsive shopping decisions of young people are explained by the impact of personalized recommendations, including both positive (convenience, emotions) and negative (privacy concerns). This number proves that personalization is the core cause of impulsive spending behavior. “Personalized recommendations are an irreversible trend. However, if businesses only focus on sales and ignore data transparency, they may lose the trust of young, tech-savvy customers,” said Nguyen Quyet Tien, representative of the research team at FPT University.

Online shopping is increasingly popular.

According to experts, to build trust, businesses need to be transparent about data collection and use, and allow users to control their information. For less tech-savvy customers, emphasize the value of convenience, time savings, and a “personalized” experience. For “digitally savvy” customers, transparency is vital.

In the context of businesses becoming more sophisticated in exploiting shopping behavior with the support of technology, the biggest challenge for consumers is not the temptation from a specific product, but the ability to stay awake in the "matrix" of marketing. And to do that, there is nothing more than equipping yourself with understanding and skills to manage personal finances, so that each "click to buy" is truly a conscious and reasonable decision.

Shopping in Vietnam is accelerating rapidly in the digital space, but research shows that “personalized recommendations” are not simply the golden key to sales. It is a double-edged sword, on one side is the profit from impulsive clicks, on the other side is the risk of losing customer trust.

tienphong.vn

Source: https://baolaocai.vn/ly-do-nguoi-tre-chot-don-mot-cach-boc-dong-post880295.html