EFFECTS OF ONLINE SHOPPING, FINANCIAL BEHAVIOR, AND FINANCIAL LITERACY ON THE CONSUMPTIVE BEHAVIOR OF ACCOUNTING STUDENTS AT UNIVERSITAS PENDIDIKAN GANESHA
Keywords:
accounting students, financial behavior, financial literacy, online shopping applications, consumptive behaviorAbstract
This study investigates the influence of online shopping application usage, financial behavior, and financial literacy on the consumptive behavior of undergraduate accounting students at Universitas Pendidikan Ganesha. With the rapid growth of digital platforms, particularly e-commerce applications, Generation Z especially university students have become highly exposed to targeted promotions such as flash sales, pay-later options, and free shipping. Despite their academic background in financial management, accounting students are still found to engage in frequent and impulsive consumption, raising questions about the gap between theoretical financial knowledge and actual financial behavior. The research adopts a quantitative approach with a causal-comparative design. A total of 140 respondents were selected using purposive sampling, targeting active students in the undergraduate accounting program who routinely engage in online shopping. Data were collected using a structured Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS software. The findings show that online shopping application usage and financial behavior have a statistically significant partial effect on students’ consumptive behavior. In contrast, financial literacy does not significantly affect consumptive behavior when examined in isolation. However, when tested simultaneously, all three independent variables jointly influence consumptive behavior in a significant way. These results suggest that the presence of financial knowledge alone is insufficient to curb excessive consumption patterns. Instead, practical financial habits and behavioral discipline play a more crucial role. Students with poor financial behavior, even if financially literate, are still vulnerable to impulsive buying driven by social trends and marketing stimuli in online platforms. In conclusion, the study emphasizes the importance of integrating practical financial education, focusing not only on knowledge but also on behavioral change. Educational institutions should consider implementing more applied financial literacy programs that address real-life consumption challenges faced by students.References
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