V3I8P23

Online Shopping Practices of College Students in the University of Eastern Philippines

Lizahnel V. Jolejole¹*, Carl Jason Lee M. Sustiguer¹, Lory Grace P. Angilan¹, Carmela L. Canales¹, Princess D. Suson¹, and Lyla J. Sauro¹

Abstract

This study examined the psychological factors associated with the online shopping practices of college students at the University of Eastern Philippines. A quantitative descriptive-correlational design was employed among 390 undergraduate online shoppers selected through stratified and purposive sampling during 2022. A researcher-developed questionnaire measured the respondents’ socioeconomic profile, subjective norms, perceived attitude, perceived behavioral control, perceived usefulness, perceived ease of use, and online shopping practices. The instrument obtained a Cronbach’s alpha of 0.95. Frequency counts, percentages, weighted means, ranks, Spearman’s rank correlation, and point-biserial correlation were used at the 0.05 level of significance. Respondents generally perceived online shopping as useful (M = 4.05) and easy to use (M = 4.02), while perceived behavioral control was rated capable (M = 3.81), perceived attitude was encouraged (M = 3.56), and subjective norms were influential (M = 3.50). E-commerce applications were the most used platforms (M = 3.92), apparel and footwear were the most frequently purchased product category (M = 2.62), and 58% spent below PHP 1,217 monthly. This study reported significant relationships between sex and the four shopping-practice indicators and between perceived ease of use and shopping frequency; most other relationships were reported as nonsignificant. The findings underscore the importance of convenience, platform usability, discounts, peer influence, and spending control in students’ online purchasing. Correlation outputs should be rechecked against the original dataset before journal submission because several reported coefficient-p-value pairs appear internally inconsistent.

Keywords:

Online shopping practices; college students; psychological factors; perceived usefulness; perceived ease of use; e-commerce; Northern Samar