Add to Cart!: Factors affecting Impulse Buying Behavior in E-Groceries

Patricia Isabel Cayabyab, Christina Louise Azcona, Fraince Erica Catama, Antonio Jr. Etrata


The study analyzes the digital factors, namely Promotional Strategies, Motivation, Price, Website Quality, and Product Information, and their correlation and significant effect on Filipino consumers' online impulse buying behavior in e-groceries. Studies of online impulse buying behavior in e-groceries have yet to be explored in the Philippines. It is vital for e-grocery business owners and the e-grocery industry to gain insights on how to drive online impulsivity, leading to an increased profit and market share. The study used a quantitative approach, and online survey questionnaires were used to collect data through a 4-point Likert scale, avoiding neutral responses. The study targeted Generations Z and Y due to them being the dominant online shoppers in the Philippines. The study's findings were analyzed using Pearson Correlation which showed that all digital factors have a weak positive relationship with online impulse buying behavior. Additionally, the researchers conducted a Multiple Regression Analysis concluding that Website Quality, Motivation, and Promotional Strategies significantly affect online impulse buying behavior among e-grocery customers. However, other digital factors, namely Price and Product Information, were found to be insignificant. The result suggests that as e-grocery retailers boost their strategies pertaining to Website Quality, Motivation, and Promotional Strategies, a rise in online impulse buying can materialize.


E-grocery; Online Impulse Buying; E-commerce; Promotional Strategy; Digital Factor

Full Text:



Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review. IEEE Access, 8.

Adalid, A. (2021). Top Online Grocery Delivery Manila Sites & Apps (Philippines). I Am Aileen.

Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256.

Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables. International Journal of U- and e- Service, Science and Technology, 9(7).

Akram, U., Hui, P., Khan, M. K., Saduzai, S. K., Akram, Z., & Bhati, M. H. (2017). The Plight of Humanity: Online Impulse Shopping in China. Human Systems Management, 36, 73-90.

Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2–18.

Amos, C., Holmes, G.R. and Keneson, W.C. (2014). A Meta-analysis of consumer impulsive buying. Journal of Retailing and Consumer Services, 21(2), 86-97.

Anastasi, A., & Urbina, S. (1997). Psychological Testing (7th ed.). Upper Saddle River, NJ: Prentice Hall.

Apuke, O. D. (2017). Quantitative Research Methods : A Synopsis Approach. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(11), 40–47.

Aragoncillo, L. and Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1), 42-62.

Agarwal, A., & Chetty, P. (2019, September 10). Use of Hawkins Stern’s impulse buying theory (1962) in online shopping. Project Guru.,them%20(Stern%2C%201962).

Andani, K., & Wahyono, W. (2018). Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion. Management Analysis Journal, 7(4), 448–457.

Bahrah, E. N., & Fachira, I. (2021). The Influence Of E-Commerce’ Marketing On Impulsive Buying Behaviour. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 349–361.

Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or Delayed! Whether Various Types of Consumer Sales Promotions Drive Impulse Buying?: An Empirical Investigation. Journal of Retailing and Consumer Services, 61, 102532.

Bloomenthal, A. (2021, September 17). Electronic Commerce (e-commerce). Investopedia.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.

Castoo, N. (2021, September 20). Online grocery seen to be a P51-billion market by 2025. Business World Online.,seen%20in%202015%20to%202020.

Cennimo, D. J., MD. (2022, June 3). Coronavirus Disease 2019 (COVID-19): Practice Essentials, Background, Route of Transmission. Medscape.

Chan, TKH, Cheung, CMK & Lee, ZWY. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204-217

Chen, Y., & Zhang, L. (2015). Influential factors for online impulse buying in China: A model and its empirical analysis. International Management Review, 11(2), 57–69.

Chiu, C-M, Wang, E T. G., Fan, Y.-H. & Huang, H.-Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24, 85-114.

Conroy, R. (2015). Sample size A rough guide. Retreived from

Crafts, C. (2012). Impulse buying on the internet. Management Sciences and Quantitative Methods Commons.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications, Inc.

Dutta, T. and Mandal, M. (2018) Neuromarketing in India: Understanding the Indian Consumer. 1st edn. Edited by T. Dutta and M. Mandal. Routledge

Euromonitor International (2020). The Global State of Online Grocery in 2020. Retrieved from Passport database.

Euromonitor International (2020). Online Grocery: Lessons from Asia's Response to Covid-19. Retrieved from Passport database.

Febrilia, I., & Warokka, A. (2021). Consumer traits and situational factors: Exploring the consumer’s online impulse buying in the pandemic time. Social Sciences & Humanities Open, 4(1).

Gaber, J., & Gaber, S. L. (2010). Using face validity to recognize empirical community observations. Evaluation and Program Planning, 33(2), 138–146.

Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16.

Gültekin, B., & Özer, L. (2012). The Influence of Hedonic Motives and Browsing On Impulse Buying. Journal of Economics and Behavioral Studies, 4(3), 180–189.

Hasanov, J., & Khalid, H. (2015). The Impact of Website Quality on Online Purchase Intention of Organic Food in Malaysia: A WebQual Model Approach. Procedia Computer Science, 72, 382–389.

Hashmi, H., Attiq, S., & Rasheed, F. (2019). Factors Affecting Online Impulsive Buying Behavior: A Stimulus Organism Response Model Approach. Market Forces, 14(1).

Hasim, M., A., Hassan, S., B., & Shamsudin, M., Farid. (2018). The Relationship between Website Quality and Online Impulse Buying in Malaysia. Opcion 34(16),387-398.

Hasim, M. A., Ishak, M. F., & Hassim, A. A. (2019). The Relationship between Online Shopping Environments, Sales Promotions, Website Quality, and Impulsive Buying Behaviour: A Structural Equation Modelling Approach. International Journal of Innovation, Creativity and Change, 6(9).

He, Y., Yu, Y., & Zuo, M. (2021). How does differentiated multichannel collaboration matter? The boom-bust effects on online–offline store images. Emerald Insight.

Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41, 100474.

Hinton, P., McMurray, I., & Brownlow, C. (2004). SPSS Explained (1st ed.). Routledge.

Huang, L. T. (2016, June). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283.

Huck, S. W. (2007). Reading Statistics and Research. United States of America, Allyn & Bacon.

Itani, O.S. and Hollebeek, L.D. (2021). Consumers’ health-locus-of-control and social distancing in pandemic-based e-tailing services. Journal of Services Marketing, 35 (8), 1073-1091.

Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2019). Impulse Buying: A Meta-Analytic Review. Journal of the Academy of Marketing Science, 48(3), 384–404.

Kaur, P., Stoltzfus, J., & Yellapu, V. (2018). Descriptive statistics. International Journal of Academic Medicine, 4(1).

Kimiagari, S., & Malafe, N. S. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61.

King, D. L., Billieux, J., Carragher, N., & Delfabbro, P. H. (2020). Face validity evaluation of screening tools for gaming disorder: Scope, language, and overpathologizing issues. Journal of Behavioral Addictions, 9(1), 1–13.

Liao, C., To, P. L., Wong, Y. C., Palvia, P., & Kakhki, M. D. (2016). The Impact Of Presentation Mode And Product Type On Online Impulse Buying Decisions. Journal of Electronic Commerce Research, 17(2).

Likert, R. (1932). A technique for measurement of attitudes. Archives of Psychology, 140, 5-55.

Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837.

Lo, L. Y.-S., Lin, S.-W., & Hsu, L.-Y. (2016). Motivation for online impulse buying: A Two-factor theory perspective. International Journal of Information Management, 36(5), 759–772.

Lo, P.-S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K.-B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-Ann Analysis. Journal of Business Research, 147, 325–337.

Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6).

Malpass R. (2021, June 2). Impulse Buying: Why Customers Make Impulse Purchases & What It Means for Stores. Ombori Grid.

Masigan, A. J. (2020, August 2). The State of E-commerce in the Philippines. Business World Online. Retrieved May 18, 2022, from

Memon, R. H., Kazi, A. G., Zubedi, M. Y., & Ansari, A. (2019, March 23). Factors Affecting Impulse Purchase Behavior in Hyderabad Marketing Perspective. International Journal of Entrepreneurial Research, 2(1), 20–24.

Moez, L., Gharbi, J. (2013). Antecedents and effect of commitment on the impulse buying by internet. Journal of Internet Banking and Commerce, 18(1).

Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732.

Moore, A. W., Anderson, B., Das, K., & Wong, W. K. (2006). Combining Multiple Signals for Biosurveillance. Handbook of Biosurveillance.

Muratore, I. (2016). Teens as impulsive buyers: what is the role of price?. International Journal of Retail & Distribution Management, 44(1) 1166-1180.

Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377-393.

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd Ed.). Mcgraw-Hill: New York.

Oluwatayo, J. A. (2012). Validity and Reliability Issues in Educational Research. Journal of Educational and Social Research, 2(2), 391–400.

Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11).

Peng, L., & Liang, S. (2013). The Effects Of Consumer Perceived Value On Purchase Intention In E-Commerce Platform: A Time-Limited Promotion Perspective. ICEB 2013 Proceedings (Singapore), 10.

Phaneuf, A. (2022, January 8). eCommerce B2B Industry Statistics for 2022. Insider Intelligence.,We%20expect%20US%20ecommerce%20sales%20will%20cross%20%241%20trillion%20for,and%20%246%20trillion%20by%202024

Quijano, M. F. T., Domingo, A. V., & Mina, J. C. (2021). A Study on Consumer Buying Behavior of Online Shoppers in Relation to their ‘Add To Cart’ Experiences. American International Journal of Business Management, 4(02), 80-87.

Rodrigues, R. I. (2021, June 2). Factors Affecting Impulse Buying Behavior of Consumers. Frontiers.

Romualdez, I. (2021). Online grocery sites in the Philippines are soaring - iprice. Iprice. Retrieved June 4, 2022, from

Raosoft. (2022). Raosoft, inc. - SurveyTools: Powerful survey tools for database and file management for online survey software. Raosoft, Inc. Web Survey and Online Survey Software Tools. Retrieved May 18, 2022, from

Robinson, J. (2009). Triandis theory of interpersonal behaviour in understanding software privace behaviour in the South African context. Masters degree, University of the Witwatersrand.

Ruswanti, E. (2016). The Impact Of The Impulse Buying Dimension And Cherry Picking: An Empirical Study (Consumers Case Study in a mall in Central Jakarta). Journal of Indonesian Economy and Business, 31(1), 81-85.

Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation Coefficients. Anesthesia & Amp; Analgesia, 126(5), 1763–1768.

Seeram, E. (2019). An overview of correlational research. Radiologic Technology, 91(2), 176-179.

Sinha, S. K., & Verma, P. (2020). Impact of sales promotion's benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52, 101887.

Statista. (2022, January 20). E-commerce as share of total grocery sales worldwide 2019–2020.

Statista Research Department. (2022, March 23). Philippines: Weekly E-commerce Activities 2021. Statista. Retrieved May 18, 2022, from

Taherdoost, H. (2016). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. SSRN Electronic Journal, 5(3), 28–36.

Testa, K. (2022, May 28). What is Online Grocery Shopping? EasyTechJunkie.

Tong, T., Xu, X., Yan, N., & Xu, J. (2022). Impact of different platform promotions on online sales and conversion rate: The role of business model and product line length. Decision Support Systems, 156.

Trude, A. C. B., Ali, S. H., Lowery, C. M., Vedovato, G. M., Lloyd-Montgomery, J. M., Hager, E. R., & Black, M. M. (2022). A click too far from Fresh Foods: A mixed methods comparison of online and in-store grocery behaviors among low-income households. Appetite, 175, 106038.

Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105.

Vonkeman, C., Verhagen, T., & van Dolen, W. (2017, December). Role of local presence in online impulse buying. Information &Amp. Management, 54(8), 1038–1048.

Vyas, H. (2015). Packaging design elements and users perception: A context in fashion branding and communication. Journal of Applied Packaging Research, 7(2), 95-107.

Wells, J., Moran, C. D., & Silverstein, S. (2022, January 4). 7 trends that will shape the grocery industry in 2022. Grocery Dive.

Whitley, B. E. (2002). Principals of Research and Behavioural Science, Boston, McGraw-Hill.

What's driving ecommerce in the Philippines? Janio. (2019, February 3). Retrieved from

Widago, B., & Roz, K. (2020). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1).

Wu, I. L., Chen, K. W., & Chiu, M. L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284–296.

Zafar, A. U., Shen, J., Shahzad, M., & Islam, T. (2021). Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media. Sustainable Production and Consumption, 25, 591–603.

Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. (2021). A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. Information Systems Frontiers, 24(5), 1667–1688.

Zou, T. (2018). Online Impulse Buying Behavior Amongst Undergraduate Students in Tianjin, The People’s Republic of China. ABAC Journal, 38(2), 94–113.



  • There are currently no refbacks.

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881



P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.




Member of:


View My Stats