INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
Identification of Factors Causing Online Impulsive Shopping  
Behavior in College Students: A Systematic Literature Review  
Dentissa Putri., Suhadianto., IGAA Noviekayati  
Department of Psychology, Universitas 17 Agustus 1945 Surabaya, Indonesia  
DOI: https://doi.org/10.51244/IJRSI.2025.12110131  
Received: 02 December 2025; Accepted: 08 December 2025; Published: 18 December 2025  
ABSTRACT  
Online impulsive shopping behavior among college students is a concern due to its relationship to financial well-  
being. This study aims to identify and categorize empirical research findings on the factors causing online  
impulsive shopping behavior among college students during the period 2015–2024, as well as to provide  
conceptual and practical recommendations for the development of relevant research and interventions. The  
method used was a systematic literature review following the PRISMA 2020 guidelines. The search was  
conducted in several databases. Google Scholar, ResearchGate, Science Direct and national portals such as  
Garuda and SINTA with inclusion criteria, namely peer-reviewed empirical articles (2015–2024), student  
samples, discussing the determinants of online impulsive shopping behavior and exclusion criteria, namely non-  
empirical articles, non - student population studies, and studies before 2015. 24 studies were found from a total  
of 242 study articles that met the inclusion criteria, which showed that there were three main categories of causal  
factors, namely internal factors (consumer characteristics: impulsivity traits, self-control, self-esteem,  
personality traits - Big Five), psychological factors ( hedonic motivation, emotional state, academic/financial  
stress), and external/technological factors (site/web characteristics, application design, discount promotions, live  
- stream commerce, social influence, recommendation/celebrity endorsement).  
Keywords: online impulsive shopping, students, e-commerce, systematic review.  
INTRODUCTION  
The development of digital technology has changed people's consumption patterns, including among students as  
active users of e-commerce platforms. The development of e - commerce and online platforms provides easy  
access and exposure to promotions that trigger spontaneous purchasing decisions. The phenomenon of online  
impulsive buying emerges as a behavior of purchasing goods without prior planning, driven by emotional  
stimuli, promotions, or easy access to shopping applications. Students as active users of digital platforms are  
highly susceptible to impulsive purchasing decisions and can impact financial problems, stress, and decreased  
psychological well-being (Guo, 2024; Fitrah, 2024). Previous studies have shown that impulsive shopping  
behavior is influenced by various factors. Internal factors such as impulsivity traits, self-control, and self-esteem  
have been shown to be significantly related to impulsive tendencies (Nyrhinen, 2024). In addition, psychological  
factors such as hedonic motivation, positive/negative emotions, and academic and financial stress also strengthen  
the urge to buy spontaneously (Fitrah, 2024). On the other hand, external and technological factors such as  
promotions, discounts, app displays, and online social influences are also strong triggers (Qu, 2023; Ngo, 2024).  
However, these research results are still scattered and have not been systematically integrated to understand the  
factors causing online impulsive shopping behavior specifically among college students. There are not many  
systematic studies that explicitly focus on identifying the factors causing online impulsive shopping behavior  
among college students, especially within the most recent research period (2015–2024). In fact, college students  
are the group most vulnerable to consumer behavior because they are in a transition period towards economic  
independence and are widely exposed to digital technology. Therefore, this systematic review aims to identify,  
categorize, and synthesize empirical evidence regarding the factors causing online impulsive shopping behavior  
among college students based on empirical evidence published during the period 2015–2024. This study is  
expected to provide a more comprehensive understanding of the determinants of this behavior, identify research  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
gaps, and offer practical recommendations for educational institutions, counselors, and digital platform providers  
in designing strategies to prevent excessive consumer behavior among students.  
Study Method  
This study uses a Systematic Literature Review (SLR) approach which follows the PRISMA 2020 guidelines  
(Preferred Reporting Items for Systematic Reviews and Meta-Analyses). This approach was chosen to  
systematically and comprehensively review various empirical research results related to the factors causing  
online impulsive shopping behavior in college students. in the period 2015–2024. The article search was  
conducted on national and international scientific databases, namely Google Scholar, ScienceDirect,  
ResearchGate, Garuda (Indonesian Digital Reference Portal) and Sinta Journal Portal using the keywords  
"impulsive buying" or "impulsive online buying" or "online shopping behavior", "students" or "college students"  
or "students" and "Indonesia" to make it easier for researchers to find the journal publications they need.  
In the screening stage, researchers systematically sort the literature and at this stage will determine the summary  
and conclusions of which documents will be reviewed. This study uses inclusion and exclusion criteria. The  
inclusion criteria used are empirical research articles (quantitative/qualitative); focus on online impulsive  
shopping behavior; research subjects are students or equivalent students; published in 2015–2024; available in  
Indonesian or English; can be accessed in full-text. Meanwhile, the exclusion criteria are as follows: non-  
empirical articles such as opinion pieces, editorials, or narrative reviews; non-student research; not relevant to  
online shopping behavior; no full-text available. The following is the PRISMA Flowchart table that guides this  
study:  
RESULTS AND DISCUSSION  
The research results obtained from 24 articles used confirm that impulsive online shopping behavior among  
college students is not solely the result of promotions or platforms, but is more complex—involving  
psychological, social, and technological interactions. Psychologically, college students are in the early adult  
development phase, still searching for identity and often facing socioeconomic pressures, so impulsive buying  
functions as an emotion regulation strategy. From a social and digital perspective, a consumer culture reinforced  
by social media and the ease of technology exacerbates impulsive tendencies. Several factors in the analysis of  
the findings synthesis are:  
1. Internal Factors  
Most studies show that psychological variables have the strongest role in explaining online impulsive shopping  
behavior such as:  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
Self-control has consistently been found to be negatively related to impulsive buying (Indrayani & Rahma,  
2024; Santoso, 2018).  
Self-esteem and financial stress act as positive predictors: individuals with low self-esteem and high  
economic stress are more prone to making spontaneous purchases as a form of coping mechanism (Fitrah,  
2024; Chen, 2020).  
FoMO (Fear of Missing Out) creates an urgency to buy immediately so as not to be “left behind” by peers  
(Sari, 2021).  
Hedonistic motivation and a consumerist lifestyle reinforce the urge to buy for momentary pleasure (Rini,  
2020; Nuraini, 2022).  
These findings strengthen the Impulse Buying Tendency theory (Rook, 1987) and Self-Regulation Theory  
(Baumeister, 2002), which emphasize the importance of self-control and emotional regulation in impulsive  
consumption behavior.  
2. External Factors  
The external aspects that most frequently arise are the influence of social media and digital marketing strategies.  
Exposure to promotional content and endorsements on social media (TikTok, Shopee Live, Instagram)  
increases unplanned purchase intentions (Ngo, 2023; Prameswari, 2022).  
Digital advertising such as flash sales and big discounts creates a spontaneous effect that accelerates  
purchasing decisions (Wulandari, 2021; Kim, 2018).  
Website design and positive reviews also influence impulsive behavior through cognitive ease and social  
validation (Qu, 2022; Zhang, 2019).  
These results support the Stimulus–Organism–Response (SOR) theory, where elements of the digital  
environment serve as stimuli that trigger affective and cognitive responses, which then drive impulsive actions.  
3. Situational & Technological Factors  
The ease of online transactions and technological features (e.g. e-wallet, one-click purchase and even paylater )  
are also significant drivers.  
Han (2022) showed that perceived platform convenience increases instant gratification and lowers cognitive  
barriers to purchase.  
Lestari (2017) and Wang (2016) emphasized that features such as auto-fill address , free shipping , and  
personalized ads strengthen impulsive drives through fast and efficient shopping experiences.  
Some of the research articles and journals included in the study (2015-2024) include:  
No  
Author and Research Title  
Year  
Method  
Subject  
Main  
Studied  
Factors Key Findings  
1
Chen,  
(2020)  
Y. The  
Stress  
Effect  
of Quantitative  
and  
Student  
Financial Stress  
Financial  
stress  
has a significant  
positive effect on  
impulsive buying  
Emotional  
Regulation  
on  
Impulsive Online  
Buying. Journal of  
Behavioral  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
Finance  
and  
Marketing  
2
3
Dewi, P., & Psychological  
Qualitative  
Student  
Student  
Psychological  
Factors  
Momentary  
emotions  
Rachman,  
R. (2021)  
Factors  
Influencing Online  
Impulsive Buying.  
and  
stress  
reinforce  
impulsive buying.  
Fitrah,  
(2024)  
N. The Influence of Quantitative  
Financial Stress on  
College Students'  
Online Impulsive  
Shopping  
Financial Stress  
Financial  
stress  
has a significant  
positive effect on  
impulsive buying.  
Behavior.  
4
5
6
7
8
Guo,  
(2023)  
L. The  
Role  
of Experiment  
Student  
Student  
Student  
Student  
Student  
Emotion  
Positive emotions  
increase impulsive  
buying intentions.  
Emotional States in  
Online  
Purchasing  
Impulse  
Han,  
(2022)  
J. Online  
Shopping Quantitative  
and  
Platform Ease  
Online Reviews  
Self-control  
Self-esteem  
Ease  
of  
Convenience  
Impulse Purchase  
Tendency  
transactions  
encourages  
impulsive buying  
Kim,  
(2018)  
S. The  
Impact  
of Quantitative  
Positive  
reviews  
Online Reviews on  
Impulse Purchase  
Intention  
encourage  
impulsive  
decisions.  
Indrayani,  
S.,  
Rahma,  
(2024)  
Self-Control  
& Impulsive Buying  
D. in Shopee Student  
Users  
and Quantitative  
The lower the self-  
control, the higher  
the  
impulsive  
behavior.  
Lee,  
J. Self-esteem  
and Quantitative  
Low  
self-esteem  
(2020)  
Online  
Impulsivity  
Shopping  
increases  
impulsive  
shopping  
behavior.  
9
Lestari,  
(2017)  
R. Factors  
Quantitative  
Student  
Student  
Technology factors Easy  
navigation  
Influencing  
Impulse Buying in  
E-commerce  
increases impulse  
purchases.  
10  
Ngo,  
(2023)  
T. Impact of Social Quantitative  
Media Marketing  
Social  
influence, Exposure  
to  
social media  
promotional  
on  
Online  
Impulsive  
Buying  
content increases  
impulse purchases.  
among Students  
11  
Nuraini, A. Hedonic  
(2022) Motivation  
Impulsive Buying  
Quantitative  
Student  
Hedonic  
Motivation  
Hedonic  
motivation plays a  
and  
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Behavior  
Marketplace Users  
in  
significant role in  
impulsive buying.  
12  
13  
14  
Nyrhinen,  
M. (2023)  
Personality Traits Quantitative  
Student  
Student  
Student  
Personality  
Five)  
(Big Neuroticism  
extraversion  
and  
and  
Impulsive Buying  
Behavior among  
Online  
increase impulsive  
tendencies.  
Young Consumers  
Park,  
(2021)  
H. Mobile Shopping Quantitative  
Mobile  
addiction  
shopping App addiction is  
positively related  
Addiction  
Impulsive  
and  
to  
impulsive  
Purchase Behavior  
among Students  
buying.  
Prameswari,  
I. (2022)  
The  
Digital Advertising  
on Impulsive  
Shopping Behavior  
Impact  
of Quantitative  
Digital advertising  
Online advertising  
Flash  
promotions  
increase impulsive  
tendencies.  
sale  
in  
College  
Students.  
15  
Putri,  
(2019)  
D. The Influence of Quantitative  
Online Advertising  
Student  
Attractive  
ads  
visual  
trigger  
on  
Buying  
Impulsive  
Among  
impulsive buying.  
College Students .  
16  
17  
Qu,  
(2022)  
Y. Influence of Quantitative  
Student  
Student  
Website design  
Attractive  
design  
impulse purchases.  
visual  
increases  
Website Design on  
Online Impulsive  
Buying  
Rahmawati,  
Y. (2023)  
The  
Relationship Quantitative  
Financial literacy  
Low  
financial  
between Financial  
literacy increases  
impulsive buying  
Literacy  
and  
Impulsive Buying  
of Students  
18  
19  
20  
Rini,  
(2020)  
K. The  
Role  
of Quantitative  
Student  
Student  
Hedonistic lifestyle Hedonistic  
lifestyle is a strong  
predictor of  
Hedonic Lifestyle  
in  
Students'  
Impulsive Buying  
College  
impulsive buying  
Santoso, A. The  
(2018)  
Relationship Quantitative  
Self-  
Self-control  
FoMO  
Low self-control is  
between  
associated  
with  
Control  
and  
Impulsive Buying  
in College Students  
impulsive buying.  
Sari,  
M. The  
Relationship Quantitative  
Student  
FoMO contributes  
(2021)  
between Fear of  
to  
unplanned  
Missing  
(Fomo)  
Out  
and  
purchases.  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
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Impulsive  
Shopping  
Behavior.  
21  
22  
23  
24  
Wang,  
(2016)  
H. Online  
Purchase Quantitative  
and  
Buying  
Student  
Student  
Student  
Student  
Online  
environment  
shopping Product  
appearance  
Environment  
Impulse  
Behavior  
and  
ease of checkout  
have a significant  
impact.  
Wulandari,  
F. (2021)  
The  
between Discount  
Prices and  
Relationship Quantitative  
Price  
Big  
discounts  
discount/promotion encourage  
unplanned  
Students' Impulse  
Buying  
purchases.  
Yuliani, D. Internal  
(2015)  
and Qualitative  
Factors  
Internal- external  
Social influence  
Emotions,  
promotions,  
the  
environment  
the main triggers.  
External  
Influencing  
Students'  
and  
digital  
are  
Impulsive Buying  
Zhang,  
(2019)  
X. Social  
and  
Impulsive Buying:  
Influence Quantitative  
Social support  
increases impulse  
buying.  
Online  
A
Student  
Perspective  
CONCLUSION AND SUGGESTIONS  
A systematic review of 24 empirical research articles published between 2015 and 2024 concluded that impulsive  
online shopping behavior among college students is a multidimensional phenomenon influenced by the  
interaction of internal and psychological factors, as well as external and technological factors. College students,  
as early adults, are in a developmental phase that is vulnerable to emotional, social, and financial pressures,  
making them more susceptible to impulsive purchases without careful planning.  
The most dominant internal factors influencing impulsive online shopping behavior are low self-control, low  
self-esteem, high impulsivity traits, a hedonistic lifestyle, and the Fear of Missing Out (FoMO). Students with  
low self-control tend to have more difficulty resisting momentary urges when faced with visual stimuli and  
promotions on online shopping platforms. Furthermore, financial stress and academic pressure also play a  
significant role in driving impulsive buying as a form of emotional coping.  
From an external perspective, digital marketing strategies such as large discounts, flash sales, celebrity  
endorsements, live-stream commerce, and social media influencers have been shown to reinforce impulse buying  
tendencies. Digital environments designed with attractive visuals, positive reviews, and social validation  
accelerate decision-making without sufficient rational consideration. Situational and technological factors, such  
as ease of transactions, the use of e-wallets, one-click purchase features, and pay-later services, further reduce  
students' cognitive barriers to shopping. This convenience creates a fast, instant, and effortless shopping  
experience, significantly encouraging impulsive shopping behavior.  
Theoretically, the findings of this study strengthen the relevance of the Impulse Buying Tendency (Rook) theory,  
Self-Regulation Theory (Baumeister), and the Stimulus–Organism–Response (SOR) model in explaining online  
impulsive shopping behavior in college students. Thus, it can be concluded that online impulsive shopping  
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behavior is not solely caused by promotional factors, but rather the result of a complex interaction between an  
individual's psychological state, emotional stress, and aggressive digital environmental stimuli.  
Several suggestions can be formulated for educational institutions or universities to integrate financial literacy  
and self-control strengthening programs into student development activities, whether through courses, seminars,  
or personal financial management training. Education about the risks of online impulsive shopping, emotional  
management, and sound financial decision-making is important to equip students to be wiser in using e-  
commerce platforms. Furthermore, suggestions can be given to psychology practitioners and counselors, who  
are expected to develop interventions based on self-regulation, stress management, and self-esteem enhancement  
for students with high impulsive shopping tendencies. A cognitive-behavioral counseling (CBT) approach can  
be used to help students recognize irrational thought patterns that drive excessive consumer behavior.  
Students are also expected to be more aware of the psychological and social factors that influence impulsive  
shopping behavior. Students need to get used to budgeting, delaying purchases, and improving their financial  
literacy to avoid falling into consumer behavior that could potentially lead to financial and psychological  
problems in the future. Recommendations can also be given to e-commerce platform providers to implement  
more ethical consumer protection features, such as shopping reminders, daily transaction limits, and transparency  
regarding the use of paylater services. Platforms are also expected to contribute to user education regarding  
responsible shopping. Suggestions for future researchers include expanding research subjects beyond students  
to other age groups to examine differences in the characteristics of online impulsive behavior.  
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