Artificial Intelligence, Consumer Behavior, and Online Shopping Practices among Students

This study examined the predictive influence of artificial intelligence (AI) and consumer behavior on online shopping practices among senior high school students. A sample of 337 Grade 12 Accountancy, Business and Management (ABM), Humanities and Social Sciences (HUMSS), and Science, Technology, Engineering, and Mathematics (STEM) strands at Liceo de Cagayan University participated in the research. Data were collected using a structured survey questionnaire covering gadget and social media usage, AI knowledge, consumer behavior, and online shopping practices. The study employed descriptive-correlational and causal-comparative designs, with analyses conducted through mean, standard deviation, Pearson correlation, and multiple regression. Results showed high levels of AI knowledge awareness and social media usage, and moderate levels of gadget usage and AI knowledge usefulness. Correlation analysis revealed highly significant positive relationships between online shopping practices and all study variables, with the strongest effects observed for spending habits, buying patterns, and social media usage. Regression analysis further identified consumer behavior as the strongest predictor of students’ online shopping habits. These findings provide practical insights for educators and policymakers in promoting financial literacy and responsible digital consumption among students.