CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

The following were reviews of local and foreign literature and studies that show

importance and supports to the study.

Related Studies and Literature in Foreign Setting

The study of Pandey and Parmar (2010) entitled, Factors Affecting Consumer’s

Online Shopping Behavior found that consumer’s online shopping behavior was being

affected by several factors like demographic factors, social factors, consumer online

shopping experience, knowledge of using internet and computer, website design, social

media, situational factors, facilitating conditions, product characteristics, sales

promotional scheme, payment option, delivery of goods and after sales services plays an

important role in online shopping.

British Journal of Marketing Students 2013 entitled, A study of Effectiveness of

Various tools and Techniques Across Industries aimed to study in-depth the factors that

affect consumers ability to market products online and to then develop and focus on yhe

most productive measures of marketing so that they help marketing managers across

industries to develop new tools and techniques to harness consumer marketing potential.

This research still under development but the prospects look fruitful as such large number

of young minds in a single place has tons of information to share, including their

experience of different products. Research was required for the generation of a more

acceptable root intended for the computation of distribution. Consumer’s willingly

participate in online information sharing without acknowledging the fact the

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organizations might be processing this information simultaneously and concluding

various interpretations from them.

According to the case study, on online retailing store across three Asian

countries (2014 ) that cultural dimensions influence online retail stores and consumer

purchasing behavior. China, India, and Thailand were collectivist and all showed high

extent of power distance, while Thailand showed higher extent of uncertainty avoidance

and lower degree of masculinity scores than the other two countries. Thailand consumers

tend to enjoy offline shopping more, but one less open to online shopping and more

concerned about online security comparing to Indian and Chinese. Conducting case

studies in other countries and studying their culture would be valuable in order to

enhance an understanding about cultural differences

The study of Demishlevich (2015) on small business use of internet marketing

findings from case studies found out that internet marketing is critical for meeting

changing consumer needs and staying competitive in the business environment. Small

business owners need strategies on how to use internet marketing to promote their

products or services. The purpose of his qualitative research study was to explore how

small business developed and implemented their internet marketing strategy in small

firms, their communities, and the economy as a whole. He determined that qualitative

research was the appropriate method for gaining an in-depth understanding of small

business owners’ decision making and processes used for online marketing strategies. It

was an appropriate method for this study because the objective was to gain a deep

understanding of a contemporary phenomenon. He used data collection approach for this

study to know the extensive and draws from multiple sources. The sample size was small,

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which makes generalization difficult. A longer sample could provide a more accurate

representation of the whole population and improve the applicability of results.

The study of Boerwinkel (2016) entitled, Does Culture Matter in Online Retail

targeted higher educated Germans and Swedes within Generation Y. All respondents

were between 18 and 36, with 72.5 percent of the age distribution was between 21 and

26. It resulted to Germans and Swedes show consistencies with this research and a

similar technological acceptance, which was related to the high level of individualism.

Related Studies and Literature in Local Setting

A study of Akbar and James (2012) entitled “Consumer’s Attitude Towards

Online Shopping: Factors Influencing Employees of Crazy Domains to Shop Online”

found that the 9 critical factors on B2C e-commerce can lead internet users to accept

online shopping. The researcher suggested that e-retailers practice these 9 factors on their

online business in order to have more internet user become online shoppers. In this study,

the multiple regression analysis was employed to measure the relationship between 9

independent variables and receptivity to online shopping. The score of Beta weight

presented that all 9 independent variables had positive statistical significant effect to

internet users to accept online shopping. Among the 9 factors, the strongest predictors

from highest to lowest were price, refund, convenience, auction websites, promotion,

brand, search engines, security and online shopping malls.

A study of Jamil and Su (2017) entitled “A Study on the Factors Affecting

Consumer Buying Behavior Towards Online Shopping” showed that domain specific

innovativeness had positive and significant effect on consumer buying intention so the

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web-retailers may use new and latest features to make their online shopping stores more

attractive and user friendly. To boost the consumer impulse purchase orientation, web-

retailers may offer updates by e-mails on product improvement or grant exceptional

discounts up to a specific time period to attract potential clients. Web- retailers can

provide loyalty plans and club-membership to online clients who have brand orientation.

In the study by Agyapong (2017) found out that the main factors that affect online

shopping were convenience and attractive pricing or discount. Advertising and

recommendations were among the least effective. Drivers consisted of performance

expectation, effort expectation, social influence and facilitating conditions. Usage, value,

risk, tradition and image were all among barriers.

The study of Japson, Te, and Velecina (2017) entitled “ Consumer Behavior

Among Filipinos: A Quantitative Study About Vanity, Materialism, and Gender

Differences” targeted 215 Filipinos aged 15-40. The research method followed a

quantitative design and the 61-item survey included basic demographic questions, three

validation check questions, and three scales vanity, materialism and general anxiety. For

the interested future researcher, they suggested to study the lack of differences between

genders regarding vanity and materialism. The study was able to come up with the

following results (1) vanity has a significant effect on materialism, (2) anxiety fails to

mediate between consumer vanity and materialism, and (3) there is no significant

differences between the scores of Filipino males and females regarding consumer vanity

and materialism.

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 A study of Islam and Sultana (2018) entitled “Consumer Buying Behavior

Towards Online Shopping” revealed that consumers shop online to save time, and for

available varieties of products and services. Both male and female had the same type of

behavior towards liking and disliking factors; they like home delivery facility and dislike

inability to touch and feel the product most. They acquire online shopping information

from websites especially on social network.

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