Impulsive buying behavior among select UPRHS Senior High School Students in the A.Y. 2022-2023: a mixed methods study

Date

6-2023

Adviser

Cris R. Lanzaderas

Principal

Mabel S. Buela

Abstract

Information about the presence of impulsive buying behavior among senior high school (SHS) students before and during the pandemic is scarce. There are relatively no studies specifically related to this topic, both in the context of the pandemic and the target population. Since the research was started during the height of the pandemic, literature about this topic has been hard to find. On the other hand, studies about impulsive buying behavior among the working class during the pre-pandemic have been published already. The general objective of this study is to understand what causes the select SHS students of UPRHS to buy impulsively before and during the COVID-19 pandemic. The researchers used a mixed methods study, specifically the explanatory sequential design, to answer the general and specific objectives. The researchers collected quantitative data before gathering the qualitative data needed to answer the study’s objectives. The researchers first conducted a multi-layered survey and then proceeded with an interview to further supplement their quantitative data. The restudy identified that the UPRHS SHS students are moderately to highly stressed because of the COVID-19 pandemic, which resulted in them resorting to buying online instead of face-to-face. The students also commonly use online shopping platforms as a “reward system,” showing that they are heavily influenced by their emotions when they purchase items online. The research discovered that boredom is one of the two (2) leading factors as to why they impulsively checkout items online. The previously mentioned factors influenced how the students exhibited impulsive buying behavior during the pandemic. However, it is essential to note that while the students were stressed, impulsive buying was not necessarily their primary coping mechanism. All in all, the objectives were achieved and discussed by the researchers in the paper. However, the turnout of the final result was not what they initially expected.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

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