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This research aims to investigate the influence of online customer experience (OCE) on impulsive buying (IPB) in the Vietnamese market, an emerging market with significant growth in e-commerce. The study used quantitative research methods with data collected from 305 Vietnamese customers who had shopped through e-commerce platforms. The research results indicate that IPB on e-commerce platforms is influenced by the psychological dimension of OCE, which includes trust, convenience, and enjoyment, while the functionality dimension of OCE, which includes website interactivity, informativeness, visual engagement, navigation and search ease, has no effect on IPB. Convenience, however, has the opposite impact. Based on the research findings, the authors have provided recommendations to e-commerce platforms and online merchants to improve customer experience and generate sustainable development.
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