CLICK, SPEND, REPEAT: UNDERSTANDING IMPULSE BUYING BEHAVIOR OF MILLENNIALS THROUGH DIGITAL WALLETS

Abstract

This study examines how digital wallet affects the impulse buying behavior of millennials. Digital wallet is now emerging as a mode of payment since the pandemic happen and shopping online was made easy with just one click. With this, consumers are easily persuaded to buy and may result into impulsiveness. A total of 300 millennials were surveyed in this study that talks about the influence of digital wallet usage on impulse buying behavior. The study used a quantitative approach to be measured and analyze the result from the survey questionnaire of an adapted instrument. In addition, the study used Regression Analysis to identify the significance of the study's hypothesis. The findings shows that digital wallets a strong factor that stimulates buying behavior of millennials which leads to impulse purchases while still remain cautious of their spending habits. Overall, the study concludes that impulse buying behavior are likely to happen with the usage of digital wallets by the millennial’s demographic. The results suggest that businesses and policymakers promote responsible use of digital wallets by combining targeted marketing platforms with features that encourage controlled spending to reduce impulsive buying.