Effects of E-Wallets in Promoting Impulse Buying: An Impact Study among Students and Young Professionals in the Philippines

cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 256 Effects of E-Wallets in Promoting Impulse Buying: An Impact Study among Students and Young Professionals in the Philippines 1Jaser B. Galang; 2Mark Al Rayn D. Bartolome; 3Rene Cian Emanuel D. Baloloy; 4Fatima B. Trinidad; 5Joan C. Mag-isa 1,2,3,4Electrical and Allied Department, Technological University of the Philippines, Taguig, Taguig City, Philippines 5Bachelor of Science in Information Technology, Technological University of the Philippines, Taguig, Philippines [email protected]; [email protected]; re[email protected]; fatimatrinidad0[email protected]; joan_[email protected] DOI: 10.47760/cognizance.2025.v05i10.023 Abstract: The paper aims to examine the relationship between impulse-buying behavior and use of electronic wallets by college students and young professionals in the Taguig City in the Philippines in four primary areas; literature review, inclusion and conceptual alignment, thematic and comparative analysis and synthesis with interpretation and discussion of limitations. It is a systematic approach that can make an excellent analysis of the available literature to examine the effects of e-wallet system in the consumer spending and financial decision making. The demographic information utilized articles on Impulse Buying reveals that massive percentages of sampled customers utilize internet shopping websites and also use e-wallets to make payments. The previous literature about mobile wallets suggests that interactive features and the high quality of interfaces could be used to boost the number of impulse purchases because the process becomes more interesting. Keywords: Electronic Wallets, Consumer Behavior, Impulse Buying, Spending Behavior. I. INTRODUCTION Impulse buying is a buying of goods or services without a lot of deliberation and in most occasions before even thinking and the buyer has already made his or her purchase. This is quite amplified today in the digital money age where mobile payment systems and applications that allow one-tap payment reduce the pain of payment and, in addition, provide time-related responses that result in a faster response, thus forming a fast reaction [1], [2]. The increases in the adoption of cashless payment systems in the Philippines have been experienced in the past few years. The statistics reveals that the popularity of such popular apps as GCash and Maya have encouraged the dramatic growth of the real-time transactions, cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 257 reward programs [3], [4]. The statistics suggest that the popularity of such popular apps as GCash and Maya has promoted the significant increase of the real-time transactions, reward programs [3], [4]. These trends are supported by empirical literature of other fields: Sari et al. [5] proved that the perceived usefulness, promotional discounts, hedonic browsing are significantly related to online shopping and Yousef [4] confirmed the fact that the more frequent using e-wallet the more frequently spending. These findings suggest interface design and marketing activities on a platform to be very crucial in decreasing cognitive resistance and affecting impulsive purchase. The study targets the youth of 18 to 30 years of age in Taguig City, Metro Manila, and primarily reviews secondary sources that have been published not older than 2020 and not younger than 2025. It will have two aims: (1) to examine the connection between the fixed ewallet characteristics convenience, promotion policy, and social considerations and the intention to make impulse purchases among the target audience; (2) to generalize the theoretical trends of the researches focused on introducing the main influential factors, and the situational moderators, such as financial attentiveness, disposable income, and perceived security. The research is projected that the study would eventually produce contextual knowledge and result in subsequent primary study regarding the usage of e-wallet and impulse purchase among the people of Taguig City [3], [2], [5], [4]. II. METHODOLOGY Phase 1 — Literature & documentation review We performed a narrow-based secondary search and in each of the included articles we managed to extract the reported research design, sampling method, sample size, measurement tools, and analytical method. The empirical bodies of literature are mostly cross-sectional and survey-based: Belmonte et al. [3] employed an online stratified survey with PLS-SEM; Lim et al. [2] surveyed active e-wallet users (~800+) and employed SEM/PLS in an SOR frame; Yousef [4] employed a cross-sectional survey (n [?] 750), descriptive and correlation analyses; Sari et al. [5] and Dean et al. [6] reported on purposive/conven These are those reported ways that informed us on how we captured methodological information of every source [5], [2]-[4]. Figure 1. Study selection flow (Identification → Screening → Eligibility → Included) cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 258 Phase 2 — Inclusion/exclusion criteria & analytic alignment Inclusion is based on the empirical base: either peer-reviewed or empirical works of high quality (20202025), in which the survey/quantitative design was employed, and correlational, regression, or SEM/PLS analysis was conducted between e-wallet features and spending/impulse results, and the sample could be transferred to Taguig City. Technical/system papers, narrative reviews that had no extractable methods, and studies of inaccessible data were excluded. Since the major studies use TAM/SOR and report SEM/PLS path estimates, quantitative effect estimates (correlations, regression betas, SEM path coefficients) are more favored in our analysis when we should compare the results across studies [2], [3]. Figure 2. Conceptual model (SOR + TAM) used for coding and synthesis Phase 3 — Data extraction & comparative analysis Based on all studies we have noted authors/year, design, sampling frame and size, instruments and scale item, methods of analysis, and presented statistics. The aspects of quantitative statistics (correlations, regression coefficients, SEM/PLS path estimates and significance) were organized in the table to compare them with one another; model specifications and key paths are also added to the SEM studies. Mechanism triangulation involved the summarization of qualitative or open-ended findings. The constructs within the source studies themselves [1], [2] were translated into themes (e.g. Convenience, Promotional Triggers, Hedonic Browsing, Security/Trust). Phase 4 — Integration, interpretation & limitations Synthesized extracted estimates revealed the recurring mechanisms: low-friction payments and app usability (TAM) and promotional triggers (cashbacks, flash sale) always related to an increase in impulsive spending [2]-[4]. Moderators have been reported as disposable income, financial literacy, and perceived security/trust [1], [6]. Since most of cross-sectional surveys, purposive/convenience sample [5], [2], have causal claims severely restricted and generalizability severely impaired; the fact that this study reported them, its understanding to Taguig-specific primary research (representative surveys, pushnotification experiment, longitudinal tracking) informs our recommendations. cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 259 III. RESULTS AND DISCUSSIONS A. Demographic Profile The aforementioned demographic profile is based on the respondents in the reviewed article by Sari et al. [5], which is 45 percent degree holders, 41 percent senior high school graduates and 14 percent undergraduates. The percentage of the sampled women and men was 57.5 percent and 42.5 percent respectively; these were private service (27 percent), housewife (23.5 percent), government service (18 percent), student (12.5 percent), lecturer (11.5 percent) and entrepreneur (7.5 percent). The respondents (average age, 21-45) make online purchases by using the electronic wallet. Figure 3. Profiles of Respondents Note: Source - Online Shopping and its Effects of E-wallet on Consumer Impulse Buying, 2021 B. Theoretical Framework: SOR and TAM The extrinsic stimulus like discounts and interface structure causes internal reaction like enjoyment in SOR, hence impulse buying. TAM point out that perceived ease of use (PEOU) and perceived usefulness (PU) cause technology acceptance. The fact that PEOU and PU actually load onto behavioral intention constructs, as confirmed by SEM-based research like Belmonte et al. [3] and Lim et al. [2] has an indirect effect on impulse buying. The insertion of TAM in SOR proves that organismic state is determined by the feature of the app (stimuli), thus, affecting impulsive responses. C. Stimulus Factors: Convenience, Promotions, and Hedonic Motivations Facilities that challenge the customer in terms of convenience like one-click checkout and 24/7 access are always cited as effective prediction factors of impulse buying. Lim et al. [2] observed that there were considerable SEM paths between convenience and impulsive purchase intention (b = 0.42, p < 0.01). cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 260 Purchase decision was also intensified through promotional incentives: Widari et al. [10] shows that the sales promotions have a positive impact on predicting purchase decisions (b = 0.37, p = 0.05), but this effect is mediated by digital financial literacy. Hedonic browsing increases impulse tendencies whereas utilitarian browsing decreases it [5]. Jhawar and Nailedkar [7] also discovered that interface design and visual attractiveness were important influences in impulse buying in their Indian sample (b = 0.29, p < 0.05). D. Organismic Responses: Enjoyment, Attitude, and Satisfaction It is found that fun is the best intervener of impulse buying behaviour. Lee et al. [8], also established that pleasure is a good predictor of impulse purchase among Malaysian users (b = 0.51, p < 0.001) as well as Lim et al. [2] also found such positive relationships. Effects on satisfaction and attitude differ depending on the situation: Jhawar and Nandedkar [7] have found positive effect in India (b = 0.33, p < 0.01), Lee et al. [8] and Underdown and Tamara [9] have found insignificant or weak effect in Malaysia and Indonesia (b [?] 0.08, ns). Social influences by peers also has some role as it indirectly influences enjoyment and satisfaction thus supporting impulsive buying [10]. E. Moderating Influences: Financial Literacy and Contextual Factors The moderating variables of e-wallet effects include trust related factors and financial literacy. As Belmonte et al. [3] point out, perceived security is a strong predictor of intentions to adopt the e-wallet (b = 0.44, p < 0.001). Higher digital financial literacy undermines the impact of advertisements to buy decisions (interaction b = -0.21, p < 0.05) demonstrated by Widari et al. [10]. Similar results were also obtained by Sari et al. [5] who concluded that hedonic motivation moderate positively influences impulse buying, and utilitarian intention suppresses this influence. F. Comparative Patterns and Theory Integration In the literature, pleasure is always found to be the greatest driver of impulse buying ([8], [2], [9]) with b = 0.40-0.55 effect sizes. The effects of satisfaction and attitudes, in turn, were contradictory according to cultural and market settings ([8], [9], [10]). TAM constructs (PEOU, PU) are stronger predictors of adoption, compared with impulse buying, yet, when combined with SOR, it served as stimuli to influence enjoyment which results in impulse buying. cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 261 Figure 4. Theory of Conceptual framework that is a combination of SOR and TAM theories. Figure 5. Comparison of the strength of e-wallet features with impulse buying behaviour. Comprehensively, the synthesis supports the fact that although e-wallets stimulate impulsive purchase due to the ease of use and pleasure, the intensity of this effect is affected by moderator factors including financial literacy and cultural backgrounds. IV. CONCLUSION This study synthesized secondary literatures on e-wallet adoption and its influence to impulse buying among students and young professionals in Taguig City. Evidence across recent works consistently shows that e-wallet features such as convenience, one-tap checkouts, and promotions stimulates unplanned purchases by lowering decision barriers and enhancing hedonic enjoyment [5], [2], [4]. Integration of SOR and TAM frameworks further demonstrate that app stimuli (perceived ease, usefulness, and promotional mechanics) shape organismic states like arousal and enjoyment, which drives impulsive responses [3], [6]. Moderating factors such as financial literacy, perceived security, and cultural context affects the strength of these relationships, suggesting that while e-wallet adoption facilitates impulse buying, its impacts are not uniform among population [1], [10]. Overall, the synthesis highlight both the behavioral opportunities and risk of widespread e-wallet use, underscoring the need for Taguig-specific primary research to better inform policy and financial literacy initiative. cognizancejournal.com Jaser B. Galang et al, Cognizance Journal of Multidisciplinary Studies, Vol.5, Issue.10, October 2025, pg. 256-262 (An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal) ISSN: 0976-7797 Impact Factor: 5.183 Index Copernicus Value (ICV) = 92.57 ©2025, Cognizance Journal, ZAIN Publications, Fridhemsgatan 62, 112 46, Stockholm, Sweden, All Rights Reserved 262 ACKNOWLEDGEMENT The researchers would like to express their gratitude to the authors of the studies that serve as foundation of this work and others whose contributions to the literature on e-wallet adoption and impulse buying provides critical insights. Special appreciation are extended to our professors for their guidance in framing the study within IMRaD structure, and to our peers for their feedback during the research process. Without these academic resources and institutional supports, this synthesis of secondary data would not had been possible. REFERENCES 1. Pradhan, R. K., Israel, D., & Jena, L. K. (2018). 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