Impulsive buying behavior of millennials on online shopping

• Main Authors: Legaspi, Jose Luis C., Leoncio, Ireene C., Galgana, Oliver, Hormachuelos, Clare
• Format: text
• Published: Animo Repository 2016
• Subjects: Impulse buying—Philippines; Consumer behavior—Philippines; Teleshopping—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/10331
• Institution: De La Salle University

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.