Impulsive buying behavior of millennials on online shopping

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Conference Proceeding

Source Title

4th National Business and Management Conference

First Page

513

Last Page

534

Publication Date

7-2016

Abstract

This study presents findings on consumer behavior among millennials in the Philippines regarding online impulse purchase behaviors. The rapid growth in information technology has evidently influenced the landscape of consumer behavior in the Philippines despite infrastructure constraints. Filipino consumers’ buying patterns had diversified through an increased accessibility to products and services with online options.

The research presented Filipino Millennials as online impulse buyers in four scales: Consumer Impulsiveness Scale, Optimum Stimulation Level Scale, Self-monitoring Scale, and Level of Impulsiveness in Purchase Decision Scale in the local setting. Participants were millennials aged 19 to 35 years old; student, employed or unemployed; single or married. These Millennials are social media users (i.e Instagram, Facebook); they subscribe and receive promotional emails from different brands and individuals. They have tried buying online using credit card, debit card or cash-on-delivery basis.

The result showed that Filipino Millennials are not impulsive buyers when it comes to shopping online. There are key barriers identified to encourage more incidence of online impulse purchase such as perception on security vulnerabilities and the abundance of options through other traditional retail channels.

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Disciplines

Marketing

Keywords

Impulse buying—Philippines; Consumer behavior—Philippines; Teleshopping—Philippines

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