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There will be much more growth in e-commerce; it is currently now at a world market of around $5.7 trillion in
the year 2022 and Asia alone is expected to produce more than $2 trillion in retail sales by 2023. While the
concept of buying and selling goods via the internet has been in existence since the early 2000s, the use of
technology in buying goods has greatly been enhanced due to the COVID-19 pandemic forcing the population
of the Philippines, especially the Gen Z and the Millennial to rely so much on digital media. The paper applies
the buyer behavior theory developed by Howard and Sheth with specificity to internal and external factors
affecting consumers’ decisions in the context of online shopping (Bancoro, 2023).
Reference:
Bancoro, J. (2023). Empirical Analysis on the Preference of Negros Oriental State
University Students to Online Shopping. Retrieved from
https://www.researchgate.net/publication/370590358_Empirical_Analysis_on_the_Preference_of_Negros_Orie
ntal_State_University_Students_to_Online_Shopping/link/6457a3ff809a535021540488/download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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Due to the COVID-19 pandemic, the internet has played a massive role in the growth of e-commerce since
companies and most customers have had to rely on online shopping for their basic needs. E-commerce has
proven to be convenient especially in countries like the Philippines with the implementation of lockdowns that
greatly increased online buying. The increase in the number of unique users has enabled organisations to
diversify their portfolio of products and services, in light of the increased adoption of smart phones and online
payment systems (Belmonte et al., 2023)
Reference:
Belmonte, Z. et al. (2023). Factors Affecting the Demand for E-commerce in the Philippines: A UTAUT
Approach. https://www.researchgate.net/publication/376354245_Factors_Affecting_the_Demand_for_E-
commerce_in_the_Philippines_A_UTAUT_Approach/link/6577094ffc4b416622b82d67/download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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The background to the topic focuses on e-commerce, which is rapidly gaining prominence due to factors like
security, ease of use, new and existing consumer confidence especially in the backdrop of the COVID-19
pandemic. It outlines how the behaviour of consumers concerning online shopping has changed over time and
places important parameters of demographic data and quality of the website as the major determinants of
purchasing behaviour. More importantly, the study indicates that how financial and delivery risks reduce the
propensity to purchase online and how user friendly website and positive social norms can increase the
propensity for online purchasing (Rodelas, 2023).
Reference:
Rodelas, N et al.(2023). Behavioral Analysis and Evaluation of Online Shoppers in the Philippines using the
Proposed Online Shopping Website. Retrieved from
https://www.researchgate.net/publication/372322715_Behavioral_Analysis_and_Evaluation_of_Online_Shopp
ers_in_the_Philippines_using_the_Proposed_Online_Shopping_Website/link/64aff049b9ed6874a517b09c/
download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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The paper aims to compare and contrast OS and TS, and to identify factors that shape the consumers’
preferences such as convenience, quality and immediate delivery. It mentions that despite the fact of many
consumers’ preference of OS due to the benefits of variety and easy comparison, there are still consumers
who love the touch and feel of TS. The COVID-19 changed consumer behavior, making them use OS more
often, but some still prefer TS because of the speed and the ability to touch the product (Sanchez, 2023).
Reference:
Sanchez, R. et al. (2023).The Preferences of Senior High School Students of Siena College of Quezon
City in Traditional and Online Shopping: A Mixed Method Study. Retrieved from
https://www.researchgate.net/publication/371655539_The_Preferences_of_Senior_High_School_Students_of_
Siena_College_of_Quezon_City_in_Traditional_and_Online_Shopping_A_Mixed_Method_Study/link/
648dc3748de7ed28ba30e1a6/download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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The first section of the dissertation highlights the growth of online shopping in the twenty-first century facilitated
by technology and new consumer trends. With e-commerce slowly becoming part of the society especially with
the impact of the COVID-19 pandemic, consumers in Metro Cebu have shifted their buying habits out of safety
and convenience. The factors explained in the text include personal characteristics, psychological factors, and
cultural factors during purchasing in the internet technology; the difficulties are the quality of products and
issues in delivery of products. Lastly, the research seeks to find out how the pandemic has impacted the
buying behaviour of consumers in this region specifically on their online purchases (Abella et al., 2021)
Reference:
Abella et al. (2021). An Empirical Study on Metropolitan Cebu Residents’ Online Buying Behavior during the
Community Quarantine Period. Retrieved from
https://www.researchgate.net/publication/360173003_An_Empirical_Study_on_Metropolitan_Cebu_Residents'
_Online_Buying_Behavior_during_the_Community_Quarantine_Period/link/636bba912f4bca7fd0470b90/
download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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In the last ten years, such sites as Shopee and Lazada have revolutionalized online purchasing of products in the
Philippines although some customers are still wary of buying electronics online. When making purchases, Filipino
consumer tends to factor several aspects including product information, and these are among other aspects. The
research findings indicate that Generation Y and Generation Z differ in their preferences in that social media affects their
buying behaviour and buying intentions. These purchase behaviours are influenced by the economic status and
consumption patterns of the buyers demonstrating that Filipino consumers are very selective on their purchases. In
conclusion, these findings represent the general trend of Filipino consumers’ behavior in the context of current
development of eCommerce.
Reference:
Frinz Andrey Dulay, Liban, R., James Russell Rustia, & Caroline, M. (2022, March 19). Generation Y
and Z Filipino Consumers’ Purchasing Behavior on Electronic Products in Shopee and Lazada.
ResearchGate; Al-Kindi Center for Research and Development. Retrieved from
https://www.researchgate.net/publication/359361134_Generation_Y_and_Z_Filipino_Consumers
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Philippine firms are increasingly using social media and e-commerce to improve the satisfaction of their customers. E-
commerce Websites are preferred by customers over Social Media Commerce because they are percieved to be more
efficient, better organised and credible. The core drivers for these preferences are perceived usefulness of the system,
perceived ease of use and trust placed in the platform. Therefore, customer trust and buying behaviour on the internet
are highly influenced by e-commerce platforms. Altogether, it can be learned that Filipino consumers prefer the e-
commerce because of the solid and convenient buying process.
Reference:
Brioso, O., et al. (2018). Evidence and Effectiveness of E-commerce Websites over Social Media Commerce in the
National Capital Region: A Customer Perspective. Retrieved from
https://www.researchgate.net/publication/341214358_Evidence_and_Effectiveness_of_E-
commerce_Websites_over_Social_Media_Commerce_in_the_National_Capital_Region_A_Customer_Perspective
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The study was aimed at measuring the level of customer satisfaction and loyalty among the online shoppers, of Angeles
City, Pampanga with the responses collected from 377 participants according to their age, gender and preferred shop. It
was evident that customers’ satisfaction is directly related to the level of loyalty, thus, customers satisfied with online
retailers’ services prefer to remain their clients. The study applied different techniques in analyzing the collected data
with a special focus on the customers’ choices in online shopping. Also, it should be noted the change of the purchasing
from the non-Internet methods to the ones based on the World Wide Web is caused by the beneficial circumstances
that the e-shopping provides. In sum, customer satisfaction remains critical for business organisations to improve
customer loyalty and market performance in this competitive online market.
Reference:
Aina, L., & Paolo, J. (2021, October 1). Satisfaction and Loyalty of Online Shoppers in Angeles City,
Philippines.
https://www.researchgate.net/publication/359711525_Satisfaction_and_Loyalty_of_Online_Shoppers_i
n_Angeles_City_Philippines/link/624abd207931cc7ccf13dc48/download?
_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19
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The paper aims to discuss the development of electronic commerce (e-commerce) concept and the issues it encounters,
most importantly the trust issue. This paper points that issues like privacy, product quality and business reputation play
an important role in shaping the trust perceptions among online shoppers. The following are the research findings of the
study; Competence, benevolence and integrity were seen to be the indicators of trust in an online business. The study
results indicate that consumers consider these qualities when deciding whether to conduct business online. In summary,
it could be argued that an attempt to solve the question of trust is crucial to improving customers’ satisfaction and
loyalty in the conditions of the development of e-commerce.
Reference:
Uy, J. et al. (2019). Customers’ Perception on the Trustworthiness of Electronic Commerce: A Qualitative Study.
Retrieved from file:///D:/NIEW%20DOWNLOADS%202023/Customers%E2%80%99%20Perception%20on%20the
%20Trustworthiness%20of%20Electronic%20Commerce.pdf
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This paper focuses on the utilisation of e-commerce in supporting sustainable tourism by developing a mobile
application that will improve travel experience of tourists and residents of San Pablo, Laguna, Philippines. The
convenience in the transactions and interactions provided by the app support user’s preference for digital experiences in
travel. The initiative will also target the digitalization of local businesses and government services due increased usage of
online services in the tourism industry. Consumers also reported a high level of satisfaction concerning the app’s degree
of conformity to industry standards to the degree expected by consumers in e-commerce solutions. Finally, the project
demonstrates that e-commerce can foster individual user capability and advance the economic and social agenda of the
region.
Reference:
Velasco, M. et al. (2024). Elevating Philippine Tourism: A Mobile App Approach. Retrieved from
https://ieeexplore.ieee.org/abstract/document/10636880
