Chapter II
Review of Related Literature
Synthesis of Related Studies
This chapter presents both local and foreign studies related to
online shopping and financial discipline. The reviewed literature is
organized into key themes: online shopping habits, the impact of
promotions and impulsive buying, financial literacy and money
management, and peer or social influence. Grouping the studies in this
way helps show how different factors shape students’ financial discipline
and highlights the gap that this research seeks to fill.
Online Shopping Habits of Students
Several studies emphasize that online shopping has become a
common activity among young people due to convenience, accessibility,
and lifestyle habits. Research shows that students often purchase online
not only for necessity but also for curiosity and entertainment. Findings
suggest that the availability of digital platforms and mobile applications
has made online shopping part of everyday life for many learners, making
it part of students’ lives not only to buy what they need but also as
something they do for fun.
Promotions, Discounts, and Impulsive Buying
A recurring theme across studies is the strong influence of
promotions, discounts, and advertisements on students’ purchasing
decisions. Research highlights that marketing strategies such as flash
sales, free shipping, and social media ads encourage unplanned
purchases, leading students to spend. These findings reveal that
impulsive buying behavior is one of the main challenges to students’
financial discipline, as external promotions often outweigh their ability to
control spending.
Financial Literacy and Money Management
Another theme that we found is the role of financial literacy in
shaping responsible financial behavior. Studies show that students with
higher financial knowledge are better at budgeting, saving, and resisting
impulsive purchases, while those with weaker financial literacy are more
vulnerable to poor money management. However, findings also suggest
that knowledge alone may not guarantee discipline, as even financially
literate students sometimes struggle with self-control in the face of online
shopping temptations. This highlights the need to strengthen both
financial literacy and behavioral discipline.
Peer and Social Influence
Related studies also point to the effect of peer groups and social
media trends on students’ spending patterns. Research indicates that
students are often influenced by what their peers buy or by viral trends
they encounter online. Such pressure often makes students spend just to
keep up with others, even when the purchase isn’t really needed, further
weakening financial discipline. The findings shows that online shopping
behavior is not only shaped by individual preferences but also by the
social environment students are part of.
Conclusion
The reviewed literature shows that online shopping strongly
influences students’ financial discipline through convenience, promotions,
impulsive buying, and social influences. Most studies agree that while
online shopping offers accessibility and enjoyment, it often leads to
overspending and poor money management. However, there is limited
research focusing on Senior High School students in Cotabato City. This
study addresses that gap by examining how online shopping affects the
financial discipline of SHS students at Notre Dame of Cotabato.
Research Gap
Although numerous studies have examined the relationship
between online shopping and financial discipline, most of the studies have
either focused on college students or specific populations. There remains
a lack of research addressing Senior High School students in Cotabato,
particularly across different academic strands. This gap emphasizes the
importance of conducting the present study, which seeks to examine how
online shopping influences the financial discipline of Senior High School
students at Notre Dame of Cotabato.
Theoretical Framework
This study will utilize the Consumer Culture Theory (CCT) by
Arnould and Thompson (2005) as its primary theoretical lens. This theory
suggests that consumer behavior is not only an economic activity but also
a cultural and social practice, where purchasing decisions are shaped by
identity, lifestyle, social influence, and marketplace dynamics. In other
words, students’ choices in online shopping are influenced by both
personal motivations and the cultural environment they belong to.
Key ideas from CCT relevant to this study include: consumer
identity projects (students buy to express themselves or fit in),
marketplace cultures (participation in online sales events and
platforms), and mass-mediated ideologies (influence of ads and
promotions). These concepts will guide the analysis of students’ narratives
by highlighting how social and cultural pressures affect their spending
habits.
By applying Consumer Culture Theory in this context, the study
seeks to explain how online shopping is not only an economic act but also
a cultural and social practice that influences students’ financial discipline.
This framework strengthens the study by providing a structured way to
analyze the deeper reasons behind students’ spending behaviors. This
approach ensures that the research findings are firmly anchored in theory
while also offering deeper insights into how consumer culture influences
the financial behaviors of senior high school students.
Conceptual Framework
ONLINE SHOPPING RELATED FACTORS
● Promotions and Discounts
● Convenience and Accessibility
● Social and Peer Influence
● Psychological Motivators (curiosity,
enjoyment, trends)
ONLINE SHOPPING BEHAVIORS
● Frequency of Online Purchases
● Type of Purchased Products
● Impulsive vs Planned Buying
FINANCIAL DISCIPLINE
● Budgeting Practices
● Saving Habits
● Spending Control