Published February 15, 2026 | Version v1
Journal article Open

Influencing Factors on Online Purchasing Decisions of College Students

Authors/Creators

  • 1. BSBA Marketing Management Program, Palompon Institute of Technology, Palompon, Leyte, Philippines
  • 2. BSBA Marketing Management Program, Palompon Institute of Technology, Palompon, Leyte, Philippines.

Description

Abstract

This study investigates the factors affecting online purchasing decisions among college students at Palompon Institute of Technology. Using a quantitative approach, 195 respondents were surveyed to examine the influence of price, trust, convenience, switching costs, information availability, first-hand product examination, and service quality on purchasing behavior. Data analysis included descriptive statistics, reliability tests, and regression modeling. Results show that first-hand examination, price, trust, and convenience are the strongest predictors of online purchasing decisions. Gender was found to have a very weak correlation with price sensitivity only. The study contributes to the consumer behavior literature by integrating demographic variables with behavioral determinants in the online context. Implications for e-commerce platforms and strategies for targeting student consumers are discussed.

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gph-ijbm_2026_2254_Gallarde_CollegeStudents_OnlinePurchasing.pdf

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URL
https://gphjournal.org/index.php/bm/article/view/2254

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