Bacarra National Comprehensive High School

Senior High School Department

Bacarra, Ilocos Norte

Impulsive Buying Attitude Between Online and Physical Shopping of Grade 12

ABM Students

Abitong, Crishlle S., Bagain, Mark Jorhen E, Bandiola, Lujill Leigh C., Bartolome, Aeshia Liezel
V., De Los Angeles, Eunice Mariane V., Maganda, Juliana Lian L., Pasion, Jamaica L., Verida,
Precious Rubee P., Villanueva, Frances Ghel G.,

Abstract
The purpose of this study was to investigate the impulsive buying attitude between
physical and online shopping of Grade 12 ABM students, its factors, and which contexts
demonstrate stronger impulsiveness, thereby increasing our understanding of the factors that
contribute to impulsive buying behavior in this the population.
The study was quantitative and used a descriptive design. Simple random sampling
was used for surveying 76 respondents aged 17 to 20, guaranteeing a representative sample
of Grade 12 ABM students from Bacarra National Comprehensive High School in Bacarra,
Ilocos Norte. Each statement was assessed using the Likert scale approach, which enabled
respondents to express their level of agreement or disagreement. The data were analyzed
with Descriptive statistical techniques include frequency and percentage, as well as weighted
mean.
It uncovers that female respondents outnumber male respondents, with 18-year-old
students making up the majority of the age group. This study is heavily affected by students
from Section A and the rural community. The results indicate numerous statements that
students agreed upon and that researchers determined as factors influencing impulsive
buying behavior.
Furthermore, the weighted mean of 2.75 for online shopping implies an impulsive
purchase mentality in the case of online shopping. These findings emphasize the need of self-
awareness and self-control for students in the midst of changing factors that trigger
impulsivity, encouraging numerous techniques to dealing with impulsive buy attitudes, which
contribute to overall purchasing behavior.
The researchers urge that the Department of Education (DepEd) promote healthy
purchasing attitudes among students by incorporating adequate consumer behavior
information into some curricular subjects. Future researchers should do more qualitative
and quantitative investigations on impulsive purchasing attitudes as they relate to students'
dynamic behavior and how dynamic factors influence it.

Keywords: Impulsive buying attitude, factors, physical and online shopping, students.

Introduction

Shopping is an activity that entails
acquiring items that a person needs and
wants in order to survive. Historically,
most people engaged in physical purchase.
Consumers will go to actual stores to view,
try on, and test the products before making
a purchase. However, since the pandemic,
online shopping has grown in popularity as
a result of the convenience it offers to
many people and the lockdown that made
it impossible to go physical shopping (Sun,
T. R., & Yazdanifard, R. , 2015). Due to
these, greater rivalry existed due to market
differences and characterization in terms
of distinct strengths as well as benefits and
attributes that affected the consumer’s
purchasing power and frequency of
shopping, that lead in an impact on their
buying attitude. As a result, when it comes
to abuse of purchasing power as an
outcome of such factors, this purchasing
behavior violates self-control.
According to Burton et al. (2018),
impulse purchases occur when there is a
sudden and strong emotional desire, which
arises from a reactive behavior that is
characterized by low cognitive
control. This tendency for impulsive and
thoughtless purchases can be explained by
the consumer’s immediate sense of
satisfaction (Pradhan et al., 2018).
Impulsive consumer behavior dismisses
financial capacity, economic well-being,
and other unfavorable effects like regrets,
which may indicate unethical behavior.
Today’s post pandemic era,
physical and online shopping are currently
both practiced. The availability of both
markets gives people options, but it also
encourages consumers to select one
method of shopping that appeals to their
impulsive spending habits. Recent studies
were conducted regarding impulsive
buying attitude of consumers and have
pinpointed the variables that affect such
decisions. However, failed to present the
impact of it between both physical and
online shopping which this study aims to
provide in order to determine what way of
shopping displays a higher impulsive
attitude.
The aim of this research is to
discover greater detail concerning how
consumer purchase behavior is impacted
by physical and online shopping. By
providing insights based on gathered data,
it seeks to help with better purchasing
decisions and preventing unnecessary
expenditure on impulse purchases.
Individuals will be enabled to review their
purchasing habits and identify any
unfavorable patterns through this study,
which will help them become more
financially literate and enhance their
decision-making abilities. Additionally,
this will act as a guide for the retail and
marketing sectors as well as lawmakers in
creating regulations that support ethical
consumer conduct.
Statement of the Problem
This study will aim to determine
the impulsive buying attitude between
physical and online shopping of Grade 12
ABM students.
Specifically, it will seek to answer
the following questions:
1. What type of shopping shows a
stronger impulsive buying
attitude of Grade 12 ABM
students?
2. What are the factors that
influence the impulsive buying
attitude of Grade 12 ABM
students in terms of
a. physical shopping?
b. online shopping?
Methodology
This study will use quantitative as
research approach particularly descriptive
as it describes how Grade 12 ABM
students react or experience impulsive
buying attitude in online and physical
shopping. The evaluation led to the
selection of Bacarra National
Comprehensive High School, a public
institution located at Brgy. 1 Sta. Rita,
Bacarra, Ilocos Norte.
The study surveyed 76 Grade 12
ABM respondents using through the of use
probability sampling method particularly
the simple random sampling using the
margin error of 5%.
 impulsivity. Then using the legend which
showed the corresponding Descriptive
Interpretation for the computed means.
Research Instrument
This study will make use of an
Results and Discussions
online survey questionnaire in gathering
the data. Each statement is accompanied
by a predefined scale, prompting students
Results
to express their level of agreement and
disagreement, ranging from strongly 1. Profile of Respondents
disagree to strongly agree.
Table 1.1

Data Collection Procedure Frequency and Percentage Distribution

of the Respondents' Profile in terms of
The initial step in the procedure of this Age
study is the formulation of the research
questions and choosing the data gathering Age Frequency Percentage
method, and creating the online survey 17 30 39.47%
form. After finalization, the link will be 18 40 52.63%
distributed to the respondents. Before the 19 5 6.68%
main part of the survey, study's purpose 20 1 1.32%
will be presented. To develop a profile of Total: 76 100%
the students, the online survey will be
asking questions about their age and Table 1.1 shows that out of 76
gender. After that, questions will now be respondents, 30 are 17 years old, which is
answered by the respondents. Personal equivalent to 39.47%, whereas 40 are 18
questions that are not related to your years old, which is equivalent to 52.63%, 5
research will not be asked. After the are 19 years old and 1 is 20 years old,
completion of data, it will be organized which is equivalent to 6.68% and 1.32%
and preliminary analyzed. respectively. The results indicates that
most Grade 12 ABM students are 18 years
of age.
Statistical Treatment of Data
The process entails thorough data
Table 1.2
collection, followed by comprehensive
compilation, sorting, organization, and Frequency and Percentage Distribution
tabulation of the information through of the Respondents' Profile in terms of
various statistical tools. This study Section
employed descriptive statistical Section Frequency Percentage
particularly frequency and percentage to A 45 59.21%
analyze and quantify the data collected, B 31 40.79%
and weighted mean to determine the level Total: 76 100%
of agreement of the respondents regarding
the factors that influence the impulsive
buying attitude of the respondents and Table 1.2 shows that of the 76 Grade 12
which context displays stronger ABM students OF BNCHS, 45 are from
section A, which is 59.21% of the total
 sample. On the other hand, 31 are from from rural, which is equivalent to 64.47%
section B, which is equivalent to 40.79% of the surveyed respondents. This shows
of the surveyed respondents. This indicates that there are more respondents from rural
that in answering the questionnaire. This community, which makes the result of this
shows that students from section ABM A study to be more influenced by them.
are slightly dominant than section B,
Table 2. Weighted Mean Distribution
which makes the result of this study to be
and Descriptive Value of the Students'
more influenced by students from section
Shopping Assessment
A.
Weighted Descriptive
Indicators
Mean Value
Table 1.3
How often do
Frequency and Percentage Distribution you engage
of the Respondents' Profile in terms of 3.19 Sometimes
in online
Gender shopping?
How often do
Gender Frequency Percentage
you engage
Male 29 38.16% 3.19 Sometimes
in physical
Female 47 61.84%
shopping?
Total: 76 100% How often do
you
Table 1.3 shows that of the 76 Grade 12 experience
2.99 Sometimes
students of BNCHS, 29 were male, which impulsivenes
is 38.16% of the total sample. On the other s in online
shopping?
hand, 47 respondents were female, which
How often do
is equivalent to 61.84% of the surveyed you
students. This indicates that most experience
respondents are female, which makes the 2.93 Sometimes
impulsivenes
result of this study to be more influenced s in physical
by females. shopping?

Total: 3.075 Sometimes

Table 1.4
Frequency and Percentage Distribution
of the Respondents' Profile in terms of Legend
Type of Community Descriptive Numerical
Value Value
TYPE OF Rarely 1.00-1.74
Frequency Percentage
COMMUNITY Often 1.75-2.49
Urban 27 35.53% Sometimes 2.50-3.24
Rural 49 64.47% Always 3.25-4.00
Total: 76 100%

Table 2 presents the shopping assessment

Table 1.4 shows that of the 76 Grade 12 of BNCHS Grade 12 students. The
ABM students from BNCHS, 27 are from weighted mean of each indicator,
urban community, which is 35.53% of the associated with its descriptive value,
total sample. On the other hand, 49 are indicates that respondents occasionally
 shop both online and in physical stores. sales and
Moreover, impulsiveness is also positive
occasionally experienced by them. Hence, reviews.
this indicates that as Grade 12 ABM
students, they only shop occasionally
which makes impulsive buying attitude to
also exist occasionally.
I purchase a
product
Table 3. Weighted Mean Distribution without
and Descriptive Value of the Factors of hesitation
2.49 Disagree
Impulsiveness in Online Shopping when there
are only a
few stocks
Weighted Descriptive
Indicators left.
Mean Value

I buy things Total: 2.75 Agree

easily when
the shop’s
2.5 Agree
website
design Legend
attracts me. Descriptiv Numerical
I buy things e Value Value
easily when Strongly
1.00-1.74
they are Disagree
2.45 Disagree Disagree 1.75-2.49
promoted by
well-known Agree 2.50-3.24
celebrities. Strongly
3.25-4.00
Agree
I buy things
easily when
there are Table 3 shows the factors of impulsiveness
3.03 Agree
flash sales or in online shopping. The greatest weighted
limited-time mean, 3.24, shows that when a product has
promotions. high sales and positive reviews, the
I am easily majority of respondents find it easy to
persuaded by
purchase. The overall mean of the
an online
store's 2.66 Agree determinants of impulsiveness garnered a
visually total of 2.75 weighted mean, indicating
appealing that Grade 12 ABM students agreed with
products. the statements that the impulsiveness
I easily make factors are the shop's website design, flash
purchases sales or limited-time promotions, the
online for it visually appealing products, the online
is 2.87 Agree store's convenience, high sales, and
convenience positive reviews.
and not time
consuming.
I buy a thing Table 4. Weighted Mean Distribution
easily when it 3.24 Agree and Descriptive Value of the Factors of
has a high Impulsiveness in Physical Shopping
 Agree 2.50-3.24
Weighted Descriptive Strongly
Indicators Mean Value 3.25-4.00
Agree

I purchase
items easily Table 4 presents the factors of
when the impulsiveness in physical shopping. The
2.83 Agree
packaging is highest weighted mean is 3.20, indicating
visually that most of the respondents easily make
appealing. purchases when once examined the quality
I buy things
of the product. Moreover, the overall mean
from the
of the determinants of impulsiveness
racks next to
2.28 Disagree garnered a total of 2.70 weighted mean,
the checkout
counter at the indicating that most Grade 12 ABM
last minute. students agreed with the statements that
I easily buy the factors of impulsiveness in physical
things that context are the visual appeal of the
2.99 Agree
fits to my packages, the size, the examined quality of
size. the product, how it serves as coping
I easily make mechanism, and the irresistible limited¬-
purchases time offers or promotions.
when once
3.20 Agree
examined the
quality of the
product. Table 5. Composite Mean Distribution
I buy things and Descriptive Value of Online and
that are not Physical Shopping
2.26 Disagree
on my
shopping list. Shopping Composite Descriptive
I go to Context Mean Value
physical store
as a coping
mechanism Online
2.55 Agree 2.75 Agree
when I'm Shopping
stressed
emotionally Physical
vulnerable. 2.70 Agree
Shopping
I find it hard
to resist
limited-time 2.80 Agree
Table 5 presents the mean of the composite
offers or
promotions. factors related to impulsiveness in online
as well as physical shopping. This
Total: 2.70 Agree indicates that respondents' impulsive
buying attitude is stronger when they
purchase online, as evidenced by the fact
that the composite means of 2.75 for
Legend
online shopping is higher than 2.70 for
Descriptiv Numerical
e Value Value physical shopping. Furthermore, the
Strongly
1.00-1.74
respondents agreed on five impulsivity
Disagree factors for each context, demonstrating
Disagree 1.75-2.49
 that there are a proportionate number of
factors in each buying context. The
computed composite means, however,
indicate that online shopping tends to
encourage more impulsive buying.
Discussions
The study's findings indicates that
40 of the 76 respondents are 18 years old.
This survey is more impacted by Grade 12
ABM students from Section A, who
account for 59.21% of the overall sample,
and it is more biased towards female
perspectives, with 61.84% of respondents
being female. Furthermore, 49, or 64.47%,
of the survey respondents come from rural
communities. This study on the impulsive
buying attitude between online and
physical shopping found that BNCHS
Grade 12 students occasionally purchase
both online and in physical stores.
However, these students still exhibit an
impulsive buying attitude. According to
the survey results, there are five factors
that influence impulsivity when
purchasing online. The first one is a
product with strong sales and positive
ratings, which has the highest weighted
mean of 3.24. Other factors include the
shop's website design, which attracts
students and triggers impulsiveness, flash
sales or limited-time promotions, which
make them buy things easily, the online
store's visually appealing products, which
cause students to make impulsive
purchases, and the convenience that online
shopping provides, which allows for an
easy opening for an impulsive buying
attitude. Table 3 shows that physical
shopping has five factors that influence
students' impulsive purchase attitudes.
When examining product quality, this most
influential factor has the greatest weighted
mean of 3.20. Other characteristics include
purchasing items quickly when the
packaging is visually appealing, it fits the
respondents' size, and it serves as a coping
approach when feeling anxious or
emotionally vulnerable, and unable to
resist limited-time deals or promotions in
physical stores. The number of factors
influencing online and offline shopping are
proportional. However, table 4 shows that
impulsive buying attitude is stronger in
online shopping, with a composite mean of
2.75, which is higher than 2.70 in physical
shopping.
Conclusion and Recommendation
Overall, the findings show
students' impulsive purchasing behavior in
both physical and online shopping, as well
as the various both internal and external
factors involved. This study looked into
the elements that influence impulsiveness
in online purchasing, including the shop's
website design, flash sales or limited-time
specials, visually appealing products,
convenience, high sales, and positive
reviews. According to the findings,
products marketed by well-known
celebrities and products with few
remaining stocks do not influence this
buying mentality because the data
demonstrates disagreement. In contrast,
impulsiveness in physical buying is
influenced by the visual attractiveness of
the packages, the size, the assessed quality
of the products, how it acts as a coping
strategy, and the irresistible limited-time
offers or promotions. It is unaffected by
the presence of racks next to the checkout
desk or the addition of new items to the
shopping list. These specified
characteristics in both contexts raise
awareness among the general public,
particularly consumers and, more
crucially, students. They can use the
study's findings because it provides insight
into how online and physical shopping
influence impulsive buying attitudes. It
aids in making better shopping decisions
and avoiding excessive spending
purchases. As early as the age of a Grade
12 ABM student, they should be aware of
how this impulsive buying attitude works
by self-assessment of shopping routines in
physical and online stores, as well as
tracing of financial budgets as students
who rely on allowances for money.
Furthermore, when these factors are
considered, the comparison between online
and physical purchasing reveals that
impulsive buying is more prevalent in
online shopping. These findings highlight
the need of self-awareness and self-control
of students' impulsivity, particularly in
online stores. The findings encourage
several approaches to dealing with
impulsive purchase attitudes, which
contribute to overall purchasing behavior.
The researchers recommend that
the Department of Education (DepEd)
prioritize healthy buying attitudes among
students through proper consumer
behavior programs and promote ways to
deal with impulsive buying attitudes in
subjects other than Accountancy, Business,
and Management (ABM). Future
researchers should perform more
qualitative and quantitative studies on
impulsive purchase attitudes because this
is a dynamic behavior of students that is
influenced by dynamic factors occurring in
both online and physical shopping settings.
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