Abstract

Online shopping has transformed consumer purchasing, making it important for businesses to understand changing consumer preferences. Purchasing behavior is influenced by factors such as price, product features, brand image, and socio-economic status, which affect affordability, digital skills, and trust in online platforms. This study examined how socio-economic status influences online purchasing behavior to help retailers improve strategies, usability, and customer satisfaction. This study used a descriptive-comparative design to examine differences in online purchasing behavior between working and non-working students based on socio-economic status. Purposively selected students who used platforms such as TikTok Shop, Shopee, and Lazada answered a validated 25-item questionnaire administered face-to-face. Data were analyzed using descriptive statistics and non-parametric tests, including Mann–Whitney U and Kruskal–Wallis. The results show that personal (3.37) and psychological (3.34) factors have the strongest influence on consumer behavior, as respondents strongly agree that internal and individual drivers play a major role. Cultural (3.18) and social (2.81) factors are still viewed positively, though their influence is perceived as less intense compared to internal factors. Overall, the weighted mean of 3.18 (Agree) indicates that all socio-economic variables contribute to consumer behavior, with personal and psychological factors being the most dominant. There is no significant relationship in purchasing behavior when profile is considered. The study found that socio-economic status strongly affects online purchasing, with personal and psychological factors having the greatest influence. Income, lifestyle, motivation, perceived value, and past experiences also shape decisions. Online businesses should tailor marketing strategies to different socio-economic groups to boost customer satisfaction.