Impulsive Buying Attitude Between Online and Physical Shopping of Grade 12 ABM

Students

A Research Proposal

ABITONG, CRISHLLE
BAGAIN, MARK JORHEN
BANDIOLA, LUJILL LEIGH
BARTOLOME, AESHIA LIEZEL
DE LOS ANGELES, EUNICE MARIANNE
MAGANDA, JULIANA LIAN
PASION, JAMAICA
VERIDA, PRECIOUS RUBEE
VILLANUEVA, FRANCES GHEL

Submitted to the Faculty of Bacarra National Comprehensive High School

Senior High School Department In Partial Fulfillment of the
Requirements in Practical Research 2 (Quantitative)

October 2023, First Semester

 CHAPTER I
THE PROBLEM

Rationale/Background of the Study

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?

Importance / Significance of the Study

 This research study aiming to understand the impulsive buying attitude between online

and physical shopping of Grade 12 ABM students that will benefit society in promoting

ways of handling buying attitude.

Consumers, particularly the students; this study will provide insights into how their

impulsive buying attitude is affected by online and physical shopping. This will help them to

make a better purchasing decision and to avoid excessive spending purchases.

Parents, this study will help parents influence adolescent consumption habits,

particularly in consideration of their kids' inclination for consumption. As a result,

individuals may begin to view both traditional and online purchasing differently.

Teachers, the findings from this study will be valuable in guiding their students in

consumer behavior and for financial literacy. This study will provide relevant and up-to-date

information, research opportunities, and professional development that can help in

developing a curriculum that focuses in responsible consumer behavior and making informed

purchasing decisions.

Future Researchers, this study will be significant to future researchers studying

consumer behavior and online shopping. This research can serve as a reference for the future

studies, and the findings will help to shape future research in this area.

Retail and Marketing Industries and Policymakers, the findings can be valuable in

formulating policies that promote responsible consumer behavior.

Scope and Delimitation

 The scope of the research is limited to the comparison between online and physical

shopping on the impulsive buying attitude among Grade 12 ABM students of BNCHS in the

first semester of school year 2023-2024. This study research will also be limited to Grade 12

ABM students of BNCHS, as this group is expected to have a higher level of exposure to

online shopping and a certain level of financial independence. This study will only cover the

impacts of online and physical shopping on the impulsive buying attitude.

Definition of Terms

The following terms used in the study are defined operationally and conceptually.

Accountancy, Business, and Management (ABM). It is a strand that introduces

fundamentals of business, accounting, marketing, and economics.

Bacarra National Comprehensive High School (BNCHS). This refers to the school

of the respondents.

Impulsive Buying Attitude. This pertains when a customer buys something without

thinking about it first.

Online shopping. It is searching for and purchasing goods and services over the

Internet through the use of a web browser.

Physical shopping. This refers to consumers need to visit physical stores in person to

do their shopping activities.

CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature and studies relevant to the

research study after thorough and in-depth search done by the researchers. Theories and
concepts are sourced out from books, internet, articles from journals and other legal papers

and documents.

Review of Related Literature

According to Parboteeah (2005), Impulsive buying is a purchase that is unplanned, the

result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the costumer

experiences emotional and/or cognitive reactions. And (Koshi 2004) stated that Impulse

purchases must also be distinguished from unplanned purchases. It can be said that impulse

purchases are always unplanned, whereas the unplanned purchases are not always impulsive.

An unplanned purchase takes place when consumers need to purchase a product not included

in their shopping list. What differentiates them from impulse purchases is the absence of an

urgent desire or strong positive feelings felt in-store, physical or virtual (Amos et al. 2014).

Goldenson (1984) also defined impulsiveness as “a strong, sometimes irresistible stimulus, a

sudden inclination to act without deliberation”. Several studies involving either the academic

or the professional field highlighted that from 40 to 80% of total purchases can be attributed

to the impulse behavior (Amos et al. 2014). Amos et al. (2014) identified both internal

factors, related to personal traits and psychology, and external ones, referred to situational

characteristics such as store and product, which taken together influence the impulse to buy.

Impulse buying is a common phenomenon of consumption that occupies a considerable part

of the product sales. In one of the survey results, impulse buying accounts for 25% - 80% of

online shopping. Compared with other forms of purchase, the cost of electronic commerce in

time and money is lower and consumers can shop online anytime and anywhere, which

equips electric commerce with unprecedented flexibility. The research of Robert pointed out

that 83% of online consumers have had impulsive buying behavior before.
Review of Related Studies

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. Impulsive shopping in addition to having an emotional content can be

triggered by several factors, including: the store environment, life satisfaction, self-esteem,

and the emotional state of the consumer at that time (Gogoi and Shillong, 2020).

This study talks about the impacts between the online and physical shopping which

falls under the factor of store environment or features. Store environment or feature is a very

important factor that will affect impulsive buying. The size of the store, ambience, design,

and in-store marketing activities are the examples in physical store (Muruganantham &

Bhakat, 2013). While the store design, appeal of products, review of users, and discounts and

sales are the examples in online shopping. Similarly, there are external factors of impulse

buying which refers to marketing cues or stimuli that are placed and controlled by the

marketer in an attempt to lure consumers into purchase behavior (Youn and Faber, 2000).

With the differences between the store environment of online and physical shopping

that affects impulsive buying attitude, researches developed by (Aragoncillo and Orús

2018) reveal that 40.0% of consumers spend more money than planned, in physical stores

compared to 25.0% in online purchases. This situation can be explained by the fact that

consumers must wait for the product to be delivered when they buy online and this time

interval may make impulse purchases unfeasible. The impulse purchases arise from sensory

experiences (e.g., store atmosphere, product layout), so purchases made in physical stores

tend to be more impulsive than purchases made online. This type of shopping results from the

stimulation of the five senses and the internet does not have this capacity, so that online

shopping can be less encouraging of impulse purchases than shopping in physical stores

(Moreira et al., 2017). Which also aligns to the study found by Berthiaume, 2022, that fewer
surveyed shoppers make impulse purchases online than in store. The rate of impulse

purchasing among all participants was 79% in-store, as compared to just 58% online.

It is being debated on either online or physical shopping that impulsive buying

attitude is more evident. On the one hand, authors such as (Greenfield 1999) and (LaRose

(2001) argue that the online channel can lead to more impulse buying than the offline

channel: the greater product assortment, the possibility of making purchases 24/7 from any

location and the use of advanced marketing techniques based on personalities, have the

capacity to encourage online shopping to a greater extent than other factors, such as delayed

possession or shipping costs, that might discourage it. Furthermore, despite the fact that the

internet prevents consumers from touching and trying on garments (McCabe and Nowlis,

2003), this limitation can be overcome by good quality product presentation, with realistic

pictures and detailed information about sizes and measures. Offering the possibility of free

shipping or in-store refunds can also be used to overcome the limitations of online shopping.

On the other hand, the capacity of physical stores to create sensory experiences, as

well as the store’s atmosphere, can lead the physical channel to be more impulsive than the

online channel (Gupta, 2011). The previous literature review has pointed out that impulse

buying is hedonically complex and has a strong emotional character (Luna and Quintanilla,

2000; Sharma et al., 2010). Emotions and hedonic experiences are strongly related to sensory

stimulation (Krishna, 2012). To the extent that physical stores are able to stimulate the senses

better than the internet, we might expect that consumers will perceive the physical channel as

more impulsive than the online channel.

Conceptual Framework
 ID DV

Online Shopping

Impulsive Buying Attitude

Physical Shopping

CHAPTER III
 METHODOLOGY

This chapter reveals the methods of research to be employed by the researchers in

conducting the study which includes the research design, locale of the study, population and

sampling techniques, instrumentation and data collection procedures.

Research Design

This study will use quantitative as research approach particularly descriptive because it

describes how the Grade 12 ABM students react or experience impulsive buying attitude in

online and physical shopping.

Locale of the Study

This study will be conducted in Bacarra National Comprehensive High School, a public

institution located at Brgy. 1 Sta. Rita, Bacarra, Ilocos Norte. The place will be selected

because it is convenient to the respondents/participants of the study.

Population and Sampling Techniques

This study’s chosen population is Grade 12 ABM Students of BNCHS. However, the

researchers will have 76 respondents as their sample size through the of use probability

sampling method particularly the simple random sampling using the margin error of 5%.

Research Instrument
 This study will make use of an online survey questionnaire in gathering the data. It will

be used as a tool for compiling the data and obtaining the knowledge required for the

investigation. The forms of questions will allow respondents contribute and inform the

researchers of the information they need.

Data Collection Procedure

The initial step in the procedure of this study is the formulation of the research questions

and choosing the data gathering method, and creating the online survey form. After

finalization, the link will be distributed to the respondents. Before the main part of the survey,

study's purpose will be presented. To develop a profile of the students, the online survey will

be asking questions about their age and gender. After that, questions will now be answered by

the respondents. Personal questions that are not related to your research will not be asked.

After the completion of data, it will be organized and preliminary analyzed.

Statistical Treatment of Data

The process entails thorough data collection, followed by comprehensive compilation,

sorting, organization, and tabulation of the information through various statistical tools. This

study employed descriptive statistical particularly frequency and percentage to analyze and

quantify the data collected, and weighted mean to determine the level of agreement of the

respondents regarding the factors that influence the impulsive buying attitude of the

respondents and which context displays stronger impulsivity. Then using the legend which

showed the corresponding Descriptive Interpretation for the computed means. By employing

these methodologies, the study aimed to gain a better understanding of the collected data and

draw more reliable conclusion.

 CHAPTER 3
DATA PRESENTATION, ANALYSIS, AND INTERPRETATION

This chapter presents the statistical analysis of the gathered data which aimed to
understand the impulsive buying attitude between online and physical shopping of Grade 12
ABM students. The results of the study mainly highlight the factors that influence the
impulsive buying attitude of the respondents.

Results

1. Profile of Respondents
1.1 Age

Table 1.1
Frequency and Percentage Distribution of the Respondents' Profile in terms of Age

Age Frequency Percentage

17 30 39.47%
18 40 52.63%
19 5 6.68%
20 1 1.32%
Total: 76 100%

Table 1.1 shows that out of 76 respondents, 30 are 17 years old, which is equivalent to
39.47%, whereas 40 are 18 years old, which is equivalent to 52.63%, 5 are 19 years old and 1
is 20 years old, which is equivalent to 6.68% and 1.32% respectively. The results indicates
that most Grade 12 ABM students are 18 years of age.

Table 1.2
Frequency and Percentage Distribution of the Respondents' Profile in terms of Section

Section Frequency Percentage

A 45 59.21%
 B 31 40.79%
Total: 76 100%

Table 1.2 shows that of the 76 Grade 12 ABM students OF BNCHS, 45 are from section A,
which is 59.21% of the total sample. On the other hand, 31 are from section B, which is
equivalent to 40.79% of the surveyed respondents. This indicates that in answering the
questionnaire. This shows that students from section ABM A are slightly dominant than
section B, which makes the result of this study to be more influenced by students from
section A.

Table 1.3
Frequency and Percentage Distribution of the Respondents' Profile in terms of Gender

Gender Frequency Percentage

Male 29 38.16%
Female 47 61.84%
Total: 76 100%

Table 1.3 shows that of the 76 Grade 12 students OF BNCHS , 29 were male, which is
38.16% of the total sample. On the other hand, 47 respondents were female, which is
equivalent to 61.84% of the surveyed students. This indicates that most respondents are
female, which makes the result of this study to be more influenced by females.

Table 1.4
Frequency and Percentage Distribution of the Respondents' Profile in terms of Type
of Community

TYPE OF
Frequency Percentage
COMMUNITY
Urban 27 35.53%
Rural 49 64.47%
Total: 76 100%
 Table 1.4 shows that of the 76 Grade 12 ABM students from BNCHS, 27 are from urban
community, which is 35.53% of the total sample. On the other hand, 49 are from rural, which
is equivalent to 64.47% of the surveyed respondents. This shows that there are more
respondents from rural community, which makes the result of this study to be more
influenced by them.

Table 2. Weighted Mean Distribution and Descriptive Value of the Students' Shopping
Assessment

Indicators Weighted Mean Descriptive Value

How often do you engage in

3.19 Sometimes
online shopping?

How often do you engage in

3.19 Sometimes
physical shopping?

How often do you

experience impulsiveness in 2.99 Sometimes
online shopping?
How often do you
experience impulsiveness in 2.93 Sometimes
physical shopping?

Total: 3.075 Sometimes

Legend
Descriptive Value Numerical Value
Rarely 1.00-1.74
Often 1.75-2.49
Sometimes 2.50-3.24
Always 3.25-4.00
Table 2 presents the shopping assessment of BNCHS Grade 12 students. The weighted mean
of each indicator, associated with its descriptive value, indicates that respondents
occasionally shop both online and in physical stores. Moreover, impulsiveness is also
occasionally experienced by them. Hence, this indicates that as Grade 12 ABM students, they
only shop occasionally which makes impulsive buying attitude to also exist occasionally.

Table 3. Weighted Mean Distribution and Descriptive Value of the Factors of Impulsiveness
in Online Shopping

Indicators Weighted Mean Descriptive Value

I buy things easily when the 2.5 Agree

shop’s website design
attracts me.
I buy things easily when 2.45 Disagree
they are promoted by well-
known celebrities.
I buy things easily when 3.03 Agree
there are flash sales or
limited-time promotions.
I am easily persuaded by an 2.66 Agree
online store's visually
appealing products.
I easily make purchases 2.87 Agree
online for it is convenience
and not time consuming.
I buy a thing easily when a it 3.24 Agree
has a high sales and positive
reviews.
I purchase a product without 2.49 Disagree
hesitation when there are
only a few stocks left.

Total: 2.75 Agree

Legend
Descriptive Value Numerical Value
 Strongly Disagree 1.00-1.74
Disagree 1.75-2.49
Agree 2.50-3.24
Strongly Agree 3.25-4.00

Table 3 shows the factors of impulsiveness in online shopping. The greatest weighted mean,
3.24, shows that when a product has high sales and positive reviews, the majority of
respondents find it easy to purchase. The overall mean of the determinants of impulsiveness
garnered a total of 2.75 weighted mean, indicating that Grade 12 ABM students agreed with
the statements that the impulsiveness factors are the shop's website design, flash sales or
limited-time promotions, the visually appealing products, the online store's convenience, high
sales, and positive reviews.

Table 4. Weighted Mean Distribution and Descriptive Value of the Factors of Impulsiveness
in Physical Shopping

Descriptive
Indicators Weighted Mean
Value
I purchase items easily when
the packaging is visually 2.83 Agree
appealing.
I buy things from the racks
next to the checkout counter 2.28 Disagree
at the last minute.

I easily buy things that fits

2.99 Agree
to my size.

I easily make purchases

when once examined the 3.20 Agree
quality of the product.

I buy things that are not on

2.26 Disagree
my shopping list.

I go to physical store as a
coping mechanism when I'm
2.55 Agree
stressed emotionally
vulnerable.
I find it hard to resist
limited-time offers or 2.80 Agree
promotions.
 Total: 2.70 Agree

Legend
Descriptive Value Numerical Value
Strongly Disagree 1.00-1.74
Disagree 1.75-2.49
Agree 2.50-3.24
Strongly Agree 3.25-4.00

Table 5 presents the factors of impulsiveness in physical shopping. The highest weighted
mean is 3.20, indicating that most of the respondents easily make purchases when once
examined the quality of the product. Moreover, the overall mean of the determinants of
impulsiveness garnered a total of 2.70 weighted mean, indicating that most Grade 12 ABM
students agreed with the statements that the factors of impulsiveness in physical context are
the visual appeal of the packages, the size, the examined quality of the product, how it serves
as coping mechanism, and the irresistible limited-time offers or promotions.

Table 4. Composite Mean Distribution and Descriptive Value of Online and Physical
Shopping

Shopping Context Composite Mean Descriptive Value

Online Shopping 2.75 Agree
Physical Shopping 2.70 Agree

Table 6 presents the mean of the composite factors related to impulsiveness in online as well
as physical shopping. This 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
online shopping is higher than 2.70 for physical shopping. Furthermore, the respondents
agreed on five impulsivity factors for each context, demonstrating 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 biassed 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, 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.

CHAPTER V
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

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.