Effects of Digital Financial Literacy Towards Online Buying Behaviours Among Students During COVID-19 Pandemic

Abstract

The rapid growth and transformation of e-commerce businesses and online marketing activities have set a new culture on online purchasing behaviour. Although it is good for business and economy, excessive or uncontrollable online spending could harm any individual’s economic well-being, particularly among university students. Hence, this study investigates the influence of digital financial literacy among undergraduate students towards positive buying behaviour during the COVID-19 pandemic. This research aimed to study the effects of digital financial literacy factors on online buying behaviours among Malaysian university students during the pandemic of COVID-19. It investigated the relationship between financial education, financial socialisation, financial attitude and financial knowledge with students’ positive buying behaviour. The quantitative survey data from 152 participants were analysed in SPSS version 26.0. The result showed the dimension of digital financial literacy, which consisted of financial education, digital and financial socialisation, financial attitude and financial knowledge had a strong positive impact on online buying behaviours during the COVID-19 pandemic. The findings thus showed that digital financial literacy was important, and the students should be equipped with the skill. The results highlighted the necessity of digital financial literacy skills in the modern world and raised awareness among students and educational institutions.