CHAPTER II
REVIEW OF RELATED LITERATURE
In this chapter, related literature was collected and presented to show information and
ideas from previous and existing studies. Both foreign and local literature and study were
collected and organized according to variables of the study.
Foreign
Hassan et al. (2023) conducted a quantitative study with a survey of 402 adult
Malaysian consumers to identify the factors influencing their online fashion apparel
purchases. Using a survey questionnaire, web design, after-sales support, privacy/security,
and product variety were examined to ascertain their relationship to online purchasing
decisions .High positive correlations existed for online fashion purchases with all four
independent variables. Surprisingly enough, with a high positive correlation with online
buying decisions too, the strongest driver turned out to be variety of products. Such a finding
again reflects customers' priority value placed on having a broad range to choose from.
In a one-month survey of 250 respondents, it was found that live shopping was
responsible for 60% of the positive effect on purchasing decisions, even higher than online
customer ratings. Most of the consumers (55%) also preferred live shopping for product
information, with 70% and 75% of consumers demonstrating improved levels of trust and
satisfaction of information obtained through live shopping Erislan & Agustin (2025).
According to Pato et al. (2024) From the study, ease was found to be the most critical
factor determining a consumer's mindset concerning online buying. Moreover, results showed
that consumer attitude as a mediator links overall intention to buy online to convenience and
usability. It shows the vital importance of internet vendors to maintain easy to use and
accessible platform to succeed in such a business.
Live-streaming commerce's impact on Indonesia's fashion industry was investigated by
Silalahi et al. in (2024). Survey data from customers who had recently purchased fashion
products through live-streaming were analyzed by applying Partial Least Squares Structural
Equation Modeling (PLS-SEM). Social media marketing, price fairness, and media richness
were found to significantly affect consumers' purchase intentions.
Local
This study examined the impact of online purchasing on Grade 12 ABM students'
financial management, according to Alviar et al. (2023). It found positive and negative impacts
such as improved price scrutiny and allocation skills alongside impulsively buying induced by
discounts and coupons. Most Grade 12 ABM students buy online, as found by the study which
employed a mixed-methods design utilizing surveys and interviews. Since it addresses the
specific demography together with the fiscal impact of internet shopping, such a study is highly
relevant.
Malobago & Lucero (2025) found that consumer trust is highly and significantly related
to online reviews, as found by this investigation among 300 senior high school students. Based
on the results of the investigation, students significantly depend on internet ratings while
making decisions regarding what to purchase. It is such a finding that is relevant especially
because it supports such a notion as that seller attributes such as product reviews or ratings
significantly influence online purchasing decisions.
The study found that some of the contributing reasons why students are shopping online
is convenience, accessibility and product choice. These results emphasize the role of platform-
specific features in influencing purchasing behavior, which will have relevance for future
research in this area, Almanza et al. (2023).
Lim et al. (2024) This research provides detailed information about the high school
student consumer behavior on Shopee. Both high and low levels of satisfaction, together with
differing purchase frequencies were identified. The research shows that the attributes of
platform, like sales promotion and transaction convenience will greatly affect consumers
intentions. Such work is directly related to the section "e-commerce factors" of a study where
the role of particular e-shopping.