Exploring the Stimulus Organism Response (SOR) Framework that Shapes Impulse Buying in the Epoch of E-Wallets in the Philippines

Abstract

In the progressing digital financial landscape of the Philippines, the surge in e-wallet applications has vastly captured the interest of Filipino users. As e-wallets restructure how consumers manage their finances, a crucial question emerges: Can they influence impulsive buying tendencies? Using the (S-O-R) framework, the study reconnoitered the factors that incite impulse buying, expanding prior models by integrating both intrinsic and extrinsic stimuli. A total of 828 active e-wallet users were gathered using homogenous purposive sampling. After employing a Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, the results elucidated five significant stimuli (i.e., perceived risk, visual appeal, subjective norms, convenience, and monetary savings) in shaping user satisfaction and perceived enjoyment. Conversely, information quality demonstrated statistical significance only in association with satisfaction. Moreover, the study highlighted those three factors (i.e., perceived enjoyment, subjective norms, and monetary savings) that directly impact impulse buying. Ultimately, it accentuates the full mediating role of perceived enjoyment in linking visual appeal with impulsive buying whilst showcasing a partial mediation effect in the relationship between cost savings and impulsive buying. Edifice on these findings, e-wallet providers have a strategic outlook to further invest in the following: (a) user-centric design strategies, (b) process enhancement for seamless user experience, and (c) optimization of user education.