Online Product Review Engagement and Platform Trust Concerns: Their Influence in the Impulsive Buying Behavior of College Students

Cing Itt  Khai; Dorothea Luciano; Jayson  Mendoza; Chrishelle Mae  Perico; Gaudevic Lloyd Napod Rivera; Jose  Salera III

Authors

Cing Itt Khai adventist university of the philippines
Dorothea Luciano adventist university of the philippines
Jayson Mendoza
Chrishelle Mae Perico
Gaudevic Lloyd Napod Rivera Adventist University of the Philippines
Jose Salera III

Keywords:

online product review, platform trust, impulsive buying behavior

Abstract

This study aimed to investigate the influence of Online Product Review Engagement and Platform Trust Concerns on the Impulsive Buying Behavior of College Students in a selected Faith-based University located in Silang Cavite, Philippines. The study included 353 college students. As their methodological technique, the researchers used a quantitative descriptive research design. Data analysis was conducted using JAMOVI, a statistical software, which processed various measures, including mean, standard deviation, correlation, one-way ANOVA, post hoc tests, and t-tests. The study's findings showed that a high degree of familiarity with online shopping platforms plays a significant role in influencing college students’ Impulsive Buying Behavior. Additionally, the data showed that respondents from the chosen faith-based university exhibited a moderate level of impulsive purchasing. The age, gender, and amount of time spent browsing on online shopping platforms are demographic factors that significantly influence college students' Impulsive Buying Behavior.

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