This study used the SOR theoretical model to investigate the influence of price discount, brand awareness, social presence, perceived enjoyment, consumer trust, and impulse buying behavior in Vietnam. The study used a quantitative method through an online survey of 317 office staff, through an online survey. The study showed that perceived enjoyment, consumer trust, price discount, brand awareness, and social presence positively influence impulse buying behavior. This study adds to the literature by developing and validating the SOR theoretical model to identify the factors that motivate impulse buying behavior through perceived enjoyment, consumer trust, price discount, brand awareness, and social presence. The research results provide useful information for business management to develop appropriate strategies to enhance consumers’ impulse buying behavior.