Online Modes of Payment as Moderators of the Influencers of Online Impulsive Buying Behavior

The growing integration of digital platforms has transformed the retail experience and amplified impulsive buying tendencies, especially among millennials. This study examines the online impulsive buying behavior (OIBB) of millennial consumers in South Cotabato, Philippines, with a focus on the moderating effects of online payment modes, including cash on delivery (COD), credit cards, and e-wallets. A total of 486 valid responses were collected via online surveys. Results revealed that 97.50% of respondents prefer COD over e-wallets (1.20%) and credit cards (1.20%), indicating a strong preference for cash-on-delivery (COD) over electronic payment methods due to concerns about electronic payment risks. Pearson correlation analysis revealed significant positive relationships between OIBB and utilitarian value (r = 0.410), hedonic value (r = 0.618), social media marketing (r = 0.591), and electronic word-of-mouth (r = 0.571). However, regression analysis revealed that only hedonic value, social media marketing, and electronic word-of-mouth significantly influence OIBB (p < .05), with social media marketing being the strongest predictor (t = 7.848). Moderation analysis using Hayes' PROCESS macro indicated that only e-wallets significantly and negatively moderate the relationship between hedonic value and OIBB (p = .0224), suggesting that the use of e-wallets dampens emotional purchase impulses. No significant moderating effects were found for COD or credit card usage. These findings underscore the importance of emotional and social triggers in driving impulse purchases, revealing that payment modes can subtly influence buyer behavior. The study contributes to the understanding of digital consumerism and provides practical insights for marketers seeking to tailor their strategies based on payment preferences.