The influence of shopee online discounts and financial discipline on impulse buying behavior.

This study examined the relationship between Shopee online discount strategies and impulsive buying behavior among university students, with financial discipline as a moderating variable. Online shopping platforms increasingly use flash sales, vouchers, and gamified promotions, which may trigger impulsive purchases, especially among young consumers. A quantitative descriptive-correlational design was employed using a structured survey administered to 456 university students in Cebu City. The questionnaire measured three constructs: Shopee discount exposure, impulsive buying tendency, and financial discipline. Data were analyzed using regression and ANOVA to determine predictive relationships and moderation effects. Findings revealed that Shopee discounts significantly predict impulsive buying (B = 0.41, p < .001), explaining 15% of the variance. When financial discipline was included, the model explained 21% of the variance, with discounts exerting a strong positive effect (B = 0.45) and financial discipline a significant negative effect (B = −0.32). This indicates that while discounts increase impulsive buying, financial discipline reduces this tendency. The results suggest that discount-driven marketing effectively stimulates impulse purchases, but strong financial discipline acts as a protective factor. These findings highlight the need for consumer education programs promoting budgeting and self-control, alongside ethical marketing practices. Shopee’s promotional strategies influence impulsive buying among students, but financial discipline moderates this effect. Future research should explore other moderating factors and test interventions that strengthen financial self-regulation.