"Deserve Ko To" Mindset and Impulsive Buying: Key Factors Influencing the Online Impulsive Buying Behavior of UPLB CEM Students

Date

6-2025

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Ma. Nova R. Nguyen

Committee Member

Divine Krizza P. Cruz, Gideon P. Carnaje, Ma. Angeles O. Catelo

Request Access

For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

The main aim of the study was to address the limited focus on Filipino consumers in existing literature by examining the factors that influence online impulsive buying behavior, particularly the role of the “Deserve Ko ‘To” mindset, among Generation Z individuals in the Philippines. The study focused on undergraduate students from the College of Economics and Management (CEM) students at the University of the Philippines Los Baños as its target respondents. An online survey questionnaire was utilized to gather necessary data. Descriptive analysis was used in analyzing the online purchasing behavior of female and male students. Findings showed that females make more online and impulsive online purchases, while males spend more in total impulsively. Both sexes had similar product preferences for their usual and impulsive buys. For female students, the top impulsive purchases were Apparel and Footwear, Beauty and Health, and Electronics, with Arts and Crafts replacing Electronics in their usual purchase. Conversely, males impulsively bought Apparel and Footwear, Electronics, Arts and Crafts, and Toys. In their usual purchase, Beauty and Health products took the place of Arts and Crafts and Toys. Further analysis using ordered logistic regression was done to assess the effects of numerous factors on their online impulsive buying behavior. In the initial model, sex, peer influence, online consumer reviews, promotion, and negative emotions were found to be significant predictors. However, after including an interaction term, negative emotions lost its significance, while website security became a significant factor. The results also showed that the effects of the deserve ko ‘to mindset on online impulsive buying behavior did not differ across varying levels of negative emotional states, given a non-significant interaction term.

Language

English

LC Subject

Impulsive personality, Consumer behavior—Research

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 E2 N39

Notes

Viewing access to electronic resources is restricted solely to UP Gmail accounts. Any access and share requests from external organizations and personal email accounts will be promptly declined.

Document Type

Thesis

Link to Full Text

Share

COinS