<![CDATA[The study analyzes the digital factors, namely Promotional Strategies, Motivation, Price, Website Quality, and Product Information, and their correlation and significant effect on Filipino consumers' online impulse buying behavior in e-groceries. Studies of online impulse buying behavior in e-groceries have yet to be explored in the Philippines. It is vital for e-grocery business owners and the e-grocery industry to gain insights on how to drive online impulsivity, leading to an increased profit and market share. The study used a quantitative approach, and online survey questionnaires were used to collect data through a 4-point Likert scale, avoiding neutral responses. The study targeted Generations Z and Y due to them being the dominant online shoppers in the Philippines. The study's findings were analyzed using Pearson Correlation which showed that all digital factors have a weak positive relationship with online impulse buying behavior. Additionally, the researchers conducted a Multiple Regression Analysis concluding that Website Quality, Motivation, and Promotional Strategies significantly affect online impulse buying behavior among e-grocery customers. However, other digital factors, namely Price and Product Information, were found to be insignificant. The result suggests that as e-grocery retailers boost their strategies pertaining to Website Quality, Motivation, and Promotional Strategies, a rise in online impulse buying can materialize.]]>
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