Philippine Management Review 2021, Vol. 28, 37-56.

Trust in E-commerce Acceptance and Use: The Case of the

Philippine Online Food Delivery and Tourism Booking Services
”‹ƒ‘Ž‘ƒ’‹•–”ƒ‘ǡŠȗ
University of the Philippines, Cesar E.A. Virata School of Business, Diliman, Quezon City 1101, Philippines

•–Š‡Š‹Ž‹’’‹‡„—•‹‡••‡˜‹”‘‡–…‘–‹—‡•–‘Ž‘‘–‘‹ˆ‘”ƒ–‹‘–‡…Š‘Ž‘‰‹‡•ˆ‘”‡™
ƒ˜‡—‡•‘ˆ†‡˜‡Ž‘’‡–ǡ‰”‘™–Šǡƒ†•—•–ƒ‹ƒ„‹Ž‹–›ǡ–Š‡’”‡••—”‡–‘ †‡•‹‰ƒ††‡˜‡Ž‘’–Š‡
‡…‡••ƒ”›‡Ǧ…‘‡”…‡…Šƒ‡Ž•–‘•—’’‘”––Š‡•‡–”‡†•Šƒ•ƒŽ•‘‹…”‡ƒ•‡†ǤŠ‡”‡ˆ‘”‡ǡ‰‹˜‡
–Š‹•…‘–‡š–ǡƒ…ƒ†‡‹…”‡•‡ƒ”…Š•Š‘—Ž†ƒŽ•‘‡‡’—’–‘’”‘˜‹†‡…‡”–ƒ‹–Š‡‘”‡–‹…ƒŽŽ›•‘—†ƒ†
‡’‹”‹…ƒŽŽ› •—’’‘”–‡† ‡˜‹†‡…‡• –‘ ’”‘˜‹†‡ ˜ƒŽ—ƒ„Ž‡ ‹•‹‰Š–•Ǥ  –—”ǡ –Š‡•‡ ‹•‹‰Š–• •Š‘—Ž†
ƒ††”‡••–Š‡‰ƒ’•„‡–™‡‡™Šƒ––Š‡‡˜‹”‘‡–†‡ƒ†•ǡ™Šƒ––Š‡‹†—•–”›‘ˆˆ‡”•ǡƒ†™Šƒ–
–Š‡ …—•–‘‡”• ™ƒ–Ǥ Š‹• ”‡•‡ƒ”…Šǡ ‡’Ž‘›‹‰ ƒ ‹–‡‰”ƒ–‡† –Š‡‘”‡–‹…ƒŽ ˆ”ƒ‡™‘” ‘ˆ –”—•–
–Š‡‘”› ƒ† –Š‡ ‹ˆ‹‡† Š‡‘”› ‘ˆ ……‡’–ƒ…‡ ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌǡ ƒ––‡’–• –‘
…‘–”‹„—–‡–‘–Š‹•‹••—‡ǤƒŽ›œ‹‰†ƒ–ƒˆ”‘͵ͻͻ…—•–‘‡”•‘ˆ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•
booking services, this research identifies certain factors that affect Filipino online customers’
„‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›ǡ •’‡…‹ˆ‹…ƒŽŽ› –Š‡ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ‘ˆ –Š‡•‡
•‡”˜‹…‡•ǤŠ”‘—‰Šƒ„ƒ––‡”›‘ˆ•–ƒ–‹•–‹…ƒŽƒƒŽ›•‡•ǡ–Š‹•”‡•‡ƒ”…Š•Š‘™•–Šƒ––”—•–•‹‰‹ˆ‹…ƒ–Ž›
contributes to these customers’ perceptions of their utilitarian, environmental, and hedonic
‡š’‡…–ƒ–‹‘•–‘™ƒ”†•—•‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ‘™‡˜‡”ǡ‘–ƒŽŽ‘ˆ–Š‡•‡‡š’‡…–ƒ–‹‘•
‡š‡”– •‹‰‹ˆ‹…ƒ– ‹ˆŽ—‡…‡ ‘ –Š‡‹” „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›Ǥ Š‹• ‘’‡• —’
–Š‡‘”‡–‹…ƒŽƒ†’”ƒ…–‹…ƒŽ‘’’‘”–—‹–‹‡•–‘‡Šƒ…‡–Š‡•–”‡‰–Š•ƒ†ƒ††”‡••–Š‡™‡ƒ‡••‡•
‘ˆ –Š‡•‡ ’ƒ”–‹…—Žƒ” ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•Ǥ —”–Š‡” ‹’Ž‹…ƒ–‹‘• ƒ† ˆ—–—”‡ ”‡•‡ƒ”…Š
†‹”‡…–‹‘•ƒ”‡ƒŽ•‘†‹•…—••‡†Ǥ

Keywordsǣ ‘‘††‡Ž‹˜‡”›ǡ–‘—”‹•„‘‘‹‰ǡ‡Ǧ…‘‡”…‡ǡ–”—•–ǡ

1 Introduction
Š‹Ž‡”‡•‡ƒ”…Š‡”•Šƒ˜‡”‡’‡ƒ–‡†Ž›‘„•‡”˜‡†–Šƒ–‹ˆ‘”ƒ–‹‘–‡…Š‘Ž‘‰‹‡•ȋ•Ȍƒ†‹ˆ‘”ƒ–‹‘
…‘—‹…ƒ–‹‘technologies (ICTs) are increasingly becoming a part of individuals’ decision making
ˆ‘”…‘‡”…‹ƒŽ’—”’‘•‡•ȋŽƒŽ™ƒǡʹͲʹͲǢƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢœœƒ–‹ǡʹͲʹͲǢ
ƒŽƒ—Ǧƒ—‡ŽŽ ‡– ƒŽǤǡ ʹͲͳͻǢ ƒ–‹Ž ‡– ƒŽǤǡ ʹͲʹͲǢ ƒ•ƒ–Šƒ—ƒ” Ƭ ”—’”ƒƒ•Šǡ ʹͲͳͻȌǡ –Š‡ •—††‡
…Šƒ‰‡• ‹ –Š‡ •‘…‹ƒŽ ƒ† …‘‡”…‹ƒŽ ‡˜‹”‘‡–• Šƒ˜‡ ˆ‘”…‡† ƒ› „—•‹‡••‡• –‘ …Šƒ‰‡ –Š‡‹”
‘’‡”ƒ–‹‘• ‘†‡Ž•ǡ –—”‹‰ –‘  ƒŽ–‡”ƒ–‹˜‡• •—…Š ƒ• ‡Ǧ…‘‡”…‡ –‘ ƒ†ƒ’– ȋƒ’’Ž‡”Ǥ…‘ǡ ʹͲʹͲȌǤ
Ž–Š‘—‰Š–Š‡—„‡”•†‡•…”‹„‹‰–Š‡‹–‡”‡–ƒ†•‘…‹ƒŽ‡†‹ƒ—•‡‹–Š‡Š‹Ž‹’’‹‡•’ƒ‹–ƒ˜‡”›”‘•›
’‹…–—”‡‘ˆ‹–• ’‘–‡–‹ƒŽǡ ‡Ǧ…‘‡”…‡Ǧ”‡Žƒ–‡† —„‡”•Šƒ˜‡„‡‡•Ž‘™–‘ ’‹…—’Ǣƒ†‹–Šƒ•–ƒ‡ƒ
†”ƒ•–‹… ”‡†—…–‹‘ ‹ ‘„‹Ž‹–› †—‡ –‘ –Š‡ Ǧͳͻ ’ƒ†‡‹… ˆ‘” ‹Ž‹’‹‘• –‘ ˆ—”–Š‡” ‡š’Ž‘‹– ‡Ǧ
…‘‡”…‡ȋƒ•‹‰ƒǡʹͲʹͲȌǤ ”‘ƒ‡”‡–™‘’‡”…‡–„‡ˆ‘”‡–Š‡’ƒ†‡‹…ǡ‡Ǧ…‘‡”…‡ƒ†‘’–‹‘Šƒ•
”‹•‡–‘͹͸ΨǡŽ‡ƒ†‹‰–‘•ƒŽ‡•’”‘Œ‡…–‹‘•„”‡ƒ…Š‹‰̈́ͳʹ„‹ŽŽ‹‘ „›ʹͲʹͷǤ Š‹•‹…Ž—†‡•ƒƒ…–—ƒŽ
†‘—„Ž‹‰ ‘ˆ ‰”‘™–Š ‹ –Š‡ —„‡” ‘ˆ „—›‡”• ƒ† ‹ –Š‡ ‘‡–ƒ”› ˜ƒŽ—‡ ‘ˆ ’—”…Šƒ•‡• ˆ”‘ ʹͲͳͻ
ȋƒ‘—–‹‰ –‘ ̈́͵ „‹ŽŽ‹‘Ȍ ‹ –Š‡ ˆ‹”•– •‹š ‘–Š• ‘ˆ ʹͲʹͲǤ  ƒ††‹–‹‘ǡ –Š‹• Šƒ• ”‡‹‰‹–‡† ’—„Ž‹…
‹–‡”‡•–‹†‡˜‡Ž‘’‹‰–Š‡‘˜‡”ƒŽŽ‡Ǧ…‘‡”…‡‹ˆ”ƒ•–”—…–—”‡‘ˆ–Š‡…‘—–”›ǡ”‡‡™‹‰’”‡˜‹‘—•…ƒŽŽ•
ˆ‘”„‡––‡”’‘Ž‹…‹‡•ƒ†’”‘‰”ƒ•–‘•—’’‘”– ‹Ž‹’‹‘…‘’ƒ‹‡•ƒ†…‘•—‡”•™Š‘†‡•‹”‡–‘‡‰ƒ‰‡
‹‡Ǧ…‘‡”…‡ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡʹͲʹͲȌǡƒ†‘”‡ƒ…ƒ†‡‹…”‡•‡ƒ”…ŠǤ
Š‡ ‘–‹˜ƒ–‹‘• ˆ‘” –Š‹• ”‡•‡ƒ”…Š ƒ”‡ —Ž–‹’Ž‡Ǧˆ‘Ž†Ǥ ”‘ –Š‡ ƒ…ƒ†‡‹… •‹†‡ǡ –Š‹• ”‡•‡ƒ”…Š
…‘–”‹„—–‡• –‘ –Š‡ ‘‰‘‹‰ …ƒŽŽ• –‘ …‘–‹—‘—•Ž› •…”—–‹‹œ‡ –Š‡ ‡•–ƒ„Ž‹•Š‡† ‹ˆ‘”ƒ–‹‘ •›•–‡ ȋȌ
–Š‡‘”‹‡•ƒ†‘†‡Ž•„›•—„Œ‡…–‹‰–Š‡–‘†‹ˆˆ‡”‡–…‘–‡š–•ƒ†‡˜‹”‘‡–•ƒ†‹–”‘†—…‹‰‘–Š‡”
’‘••‹„Ž‡ˆƒ…–‘”•–Šƒ–…ƒ’‘–‡–‹ƒŽŽ›ƒ‡–Š‡•‡–Š‡‘”‹‡•ƒ†‘†‡Ž•‘”‡‹…Ž—•‹˜‡ȋ‡ƒ–‡•Š‡–ƒŽǤǡ
ʹͲͳ͸ȌǤŽ•‘ǡƒ‡Šƒ…‡†—†‡”•–ƒ†‹‰‘ˆ™Šƒ–ƒ‡•‡Ǧ…‘‡”…‡™‘”ƒ†™Šƒ–ƒ‡•‹–ƒ––”ƒ…–‹˜‡
‹–Š‡Š‹Ž‹’’‹‡•‹•‡›ˆ‘”…‘’ƒ‹‡•–‘’”‘’‡”Ž›‡–‹…‡–Š‡‹”…—•–‘‡”•–‘‡‰ƒ‰‡‹–Š‡‹”‘Ž‹‡
…Šƒ‡Ž•ǡ ”ƒ–Š‡” –Šƒ …‘–‹—‘—•Ž› ”‡Ž› ‘ –Š‡‹” „”‹…Ǧƒ†Ǧ‘”–ƒ” ’”‡•‡…‡ ȋŽ‘–‡ ‡– ƒŽǤǡ ʹͲʹͲȌǤ
††‹–‹‘ƒŽŽ›ǡ–Š‹•”‡•‡ƒ”…Š…‘’Ž‡‡–•‘‰‘‹‰‡ˆˆ‘”–•–‘–Š‡‘”‹œ‡ƒ†…‘–‡š–—ƒŽ‹œ‡ƒ……‡’–ƒ…‡
ƒ†—•‡‹–Š‡Š‹Ž‹’’‹‡•ǡ‡•’‡…‹ƒŽŽ›‹–ƒ‹‰‘–Š‡”‘Ž‡‘ˆ–”—•–ȋƒ’‹•–”ƒ‘ǡʹͲʹͲȌǤŠ‹•‹•‹Ž‹‡

ȗ ‘””‡•’‘†‡…‡ǣ‡•…ƒ’‹•–”ƒ‘̷—’Ǥ‡†—Ǥ’Š
 ͵ͺ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

with the recognition by the Philippines’ Department of Trade and Industry (DTI) of the importance of
–”—•–Ǧbuilding measures to enhance the country’s overall eǦ…‘‡”…‡ Žƒ†•…ƒ’‡ ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ
ʹͲʹͲȌǤ
”‘–Š‡’”ƒ…–‹…ƒŽ•‹†‡ǡ–Š‹•”‡•‡ƒ”…Š’”‡•‡–•‡™‡”…‘–‡š–•ǡ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•
„‘‘‹‰•‡”˜‹…‡•‹„‘–Š™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’ˆ‘”ǡ–‘…‘’Ž‡‡––Š‡‡š‹•–‹‰’‘‘Ž‘ˆŽ‹–‡”ƒ–—”‡Ǥ
•‹†‡ ˆ”‘ –Š‡ ˆƒ…– –Šƒ– –Š‡•‡ –™‘ •‡…–‘”• ƒ”‡ …‘•‹†‡”‡† –‘ Šƒ˜‡ ‰”‡ƒ– ’‘–‡–‹ƒŽ ȋ‹ƒ‰•‘ǡ ʹͲͳͺǢ
Ǥ‡–”ƒ†‘‘ǡʹͲͳ͹Ǣ‘“—‡ǡʹͲʹͲȌǡ–Š‡Ǧͳͻ•‹–—ƒ–‹‘Šƒ••‹‰‹ˆ‹…ƒ–Ž›‹ˆŽ—‡…‡†
–Š‡™ƒ›–Š‡•‡–™‘•‡…–‘”•ƒ”‡’‡”…‡‹˜‡†ˆ‘”ƒ—„‡”‘ˆ†‹ˆˆ‡”‡–”‡ƒ•‘•ȋ‡’ƒ”–‡–‘ˆ‘—”‹•ǡ
ʹͲʹͲǢƒƒŽƒ‰ǡʹͲʹͲǢ‘“—‡ǡʹͲʹͲȌǤ
”‹‘”–‘–Š‡’ƒ†‡‹…ǡ–Š‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡™ƒ•‘ƒ˜‡”›ƒ––”ƒ…–‹˜‡–”ƒŒ‡…–‘”›ǤʹͲͳͺǡ–Š‡
country’s online food delivery market (via websites or mobile appsȌǣ ȋͳȌ ™ƒ• ˜ƒŽ—‡† ƒ– ƒ”‘—†
̈́ʹʹͺǤͳ‹ŽŽ‹‘ǢȋʹȌ™ƒ•’ƒ–”‘‹œ‡†„›ƒŽ‘•–‡‹‰Š–‹ŽŽ‹‘ ‹Ž‹’‹‘•Ǣȋ͵Ȍƒ……‘—–‡†ˆ‘”ʹͷΨ‘ˆ–Š‡
–‘–ƒŽˆ‘‘†•‡”˜‹…‡•‹†—•–”›Ǣƒ†ȋͶȌ™ƒ•’”‘Œ‡…–‡†–‘‰”‘™ƒ—ƒŽŽ›„›ʹͲΨ–Š”‘—‰ŠʹͲʹͲȋ
‘ǡʹͲͳͺȌǤ
•ˆ‘”–Š‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡ǡ’”‡ǦǦͳͻ‡š’‡…–ƒ–‹‘•’”‘Œ‡…–‡†–Šƒ––Š‡‘Ž‹‡–”ƒ˜‡Žƒ”‡–
‹–Š‡Š‹Ž‹’’‹‡•™‘—Ž†‰”‘™ˆ”‘̈́ͳǤͳ„‹ŽŽ‹‘‹ʹͲͳͷ–‘̈́ͶǤ͸„‹ŽŽ‹‘„›ʹͲʹͷȋƒ‹Žƒ–ƒ†ƒ”†
—•‹‡••ǡʹͲͳͺȌǤ
‘™‡˜‡”ǡ”‡‰ƒ”†Ž‡••‘ˆ–Š‡Ǧͳͻ‡š–‡”ƒŽ‡˜‹”‘‡–ƒŽ•Š‘…ǡƒ›Š‹Ž‹’’‹‡„—•‹‡••‡•ǡ
‹…Ž—†‹‰–Š‘•‡‹–Š‡ˆ‘‘†ƒ†–‘—”‹••‡”˜‹…‡•ǡŠƒ˜‡”ƒ’‡†—’–Š‡‹”‡Ǧ…‘‡”…‡‡ˆˆ‘”–•ǡƒŽ„‡‹–ˆ‘”
†‹ˆˆ‡”‡–”‡ƒ•‘•Ǥ‡…ƒ—•‡‘ˆ–Š‡•‹‰‹ˆ‹…ƒ–—’–‹…‹†‡ƒ†ˆ‘”‘Ž‹‡…Šƒ‡Ž•–‘’Žƒ…‡‘”†‡”•ƒ†
ƒ‡†‡Ž‹˜‡”‹‡•ǡƒ›ˆ‘‘†„—•‹‡••‡•Šƒ˜‡‡Šƒ…‡†–Š‡‹”’”‡•‡…‡•–Š”‘—‰Š–Š‡‹”‘™™‡„•‹–‡•ƒ†
‘„‹Ž‡ƒ’’• ‘”„› ’ƒ”–‡”‹‰ ™‹–Š–Š‹”†Ǧ’ƒ”–›‘‡•ȋƒƒŽƒ‰ǡʹͲʹͲǢƒ•‹‰ƒǡʹͲʹͲǢƒ’’Ž‡”Ǥ…‘ǡ
ʹͲʹͲȌǤ ‘™‡˜‡”ǡ ˆ‘” –Š‡ –‘—”‹• ‹†—•–”›ǡ ™Š‹…Š ™ƒ• Š‹– ˜‡”› Šƒ”† „› –Š‡ ’ƒ†‡‹…ǡ ƒ›
•–ƒ‡Š‘Ž†‡”•ƒ”‡‡š’Ž‘”‹‰‘Ž‹‡…Šƒ‡Ž•ƒ•–‘‘Ž•–‘Š‡Ž’ƒ””‡•––Š‡†‡…Ž‹‡‹„—•‹‡••‡•ǡ”‡–Š‹
„—•‹‡••‘†‡Ž•ǡƒ†‡˜‡‡…‘—”ƒ‰‡ˆ—–—”‡„—•‹‡••ƒ…–‹˜‹–‹‡•ȋ‘“—‡ǡʹͲʹͲȌǤ‡…‡ǡ‹ˆ…‘’ƒ‹‡•
™ƒ––‘’ƒ”–‹…‹’ƒ–‡‹‡Ǧ…‘‡”…‡ǡ–Š‡›‘—‰Š––‘Š‡ƒ˜‹Ž›…‘•‹†‡”™Šƒ––Š‡‹”…—•–‘‡”•™ƒ–ƒ•–Š‡›
†‡˜‡Ž‘’–Š‡‹”™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ
‘™ –Šƒ– Ǧͳͻ Šƒ• ’”‘’–‡† ‹Ž‹’‹‘ ƒ”‡–• ƒ† ‹†—•–”‹‡• –‘ …‘•‹†‡” ‡„”ƒ…‹‰ ‡Ǧ
…‘‡”…‡ –‡…Š‘Ž‘‰‹‡• –‘ †‘ „—•‹‡••ǡ „—•‹‡••‡• —•– ‡•—”‡ –Šƒ– –Š‡› ƒ”‡ ƒ„Ž‡ –‘ ’”‘˜‹†‡ Š‹‰ŠǦ
“—ƒŽ‹–› ‘Ž‹‡ ’Žƒ–ˆ‘”• –‘ •‡ŽŽ –Š‡‹” ’”‘†—…–• ƒ† •‡”˜‹…‡• ȋƒ•‹‰ƒǡ ʹͲʹͲȌǤ ƒ•– ”‡•‡ƒ”…Š‡• Šƒ˜‡
ƒ’Ž›†‡‘•–”ƒ–‡†–Šƒ–‹‘”†‡”ˆ‘”„—•‹‡••‡•–‘†‡•‹‰‡™’Žƒ–ˆ‘”•ˆ‘”–Š‡‹”‘Ž‹‡’”‡•‡…‡•ǡ
‘”‹’”‘˜‡–Š‡‹”‡š‹•–‹‰‘‡•ǡ–Š‡›—•–”‡ˆ‡”–‘–Š‡ˆ‡‡†„ƒ…ƒ†‹•‹‰Š–•‘ˆ…‘•—‡”•™Š‘Šƒ˜‡
’”‹‘”‡š’‡”‹‡…‡•—•‹‰•—…Š‘Ž‹‡’Žƒ–ˆ‘”•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–
ƒŽǤǡ ʹͲͲ͵Ǣ ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͳͳǢ ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͳ͸ȌǢ  ‹ –Š‹• …ƒ•‡ǡ –Š‘•‡ ™Š‘ Šƒ˜‡ –”ƒ•ƒ…–‡†
–Š”‘—‰Š ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ‘ˆ •‡”˜‹…‡• ‘ˆˆ‡”‹‰ ˆ‘‘† †‡Ž‹˜‡”› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ œœƒ–‹ǡ ʹͲʹͲǢ
ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ ƒ•ƒ–Šƒ—ƒ” Ƭ ”—’”ƒƒ•Šǡ ʹͲͳͻȌ ƒ† –‘—”‹• „‘‘‹‰• ȋƒŽ‹ƒ Ƭ
†”ƒ™ƒ–‹ǡʹͲͳͻǢ‹‡‡–ƒŽǤǡʹͲͳͷǢœ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ
›…‘’ƒ”‹‰ƒ†…‘–”ƒ•–‹‰–™‘†‹ˆˆ‡”‡–…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰
•‡”˜‹…‡•ǡ –Š‹• ”‡•‡ƒ”…Š Š‘’‡• –‘ †‡‘•–”ƒ–‡ –Š‡ ‹’‘”–ƒ…‡ ‘ˆ …‘–‡š–—ƒŽ ˆƒ…–‘”• ‹ ƒ‹‰
‘„•‡”˜ƒ–‹‘•ƒ††‡…‹•‹‘•”‡‰ƒ”†‹‰ƒ……‡’–ƒ…‡ƒ†—•‡ǤŠ‡”‡‹•ƒ–‡†‡…›‹’”ƒ…–‹…‡–‘†”ƒ™
…‘…Ž—•‹‘•„ƒ•‡†‘ƒ…”‘‡…‘‘‹…’‘‹–•‘ˆ˜‹‡™—–‹Ž‹œ‹‰ƒ‰‰”‡‰ƒ–‡†ƒ–ƒǡƒ••—‹‰–Šƒ––Š‡•‡ƒ”‡
‘‡Ǧ•‹œ‡Ǧˆ‹–•ǦƒŽŽ ‹†‡ƒ• ƒ’’Ž‹…ƒ„Ž‡ ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ‡’Ž‘›‹‰ –Š‡ •ƒ‡ ‘” Š‹‰ŠŽ› •‹‹Žƒ”
–‡…Š‘Ž‘‰‹‡•Ǥƒ”–‹…—Žƒ”Ž›ǡ–Š‹•”‡•‡ƒ”…Š•–”‘‰Ž›†‹•…‘—”ƒ‰‡•ƒ••—’–‹‘•ƒ†…‘…Ž—•‹‘•–Šƒ–Œ—•–
„‡…ƒ—•‡†‹ˆˆ‡”‡–‹†—•–”‹‡•‡’Ž‘›•‹‹Žƒ”™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’–‡…Š‘Ž‘‰‹‡•ǡ–Š‡›…ƒ–Š‡”‡ˆ‘”‡
„”‘ƒ†Ž› ƒ’’Ž› •‹‹Žƒ” •—‰‰‡•–‹‘•ǡ ”‡…‘‡†ƒ–‹‘•ǡ ƒ† …‘—”•‡• ‘ˆ ƒ…–‹‘Ǥ  –Š‹• …ƒ•‡ǡ –Š‡•‡
…‘–‡š–—ƒŽ ˆƒ…–‘”• ƒ”‡ –Š‡ ‹†—•–”‹‡• …‘˜‡”‡† ‹ –Š‹• ”‡•‡ƒ”…Š – ˆ‘‘† †‡Ž‹˜‡”› •‡”˜‹…‡• ƒ† –‘—”‹•
„‘‘‹‰•‡”˜‹…‡•Ǥ ‘”‘‡ǡ–Š‡’”‹…‡•ƒ†–Š‡’‡”…‡‹˜‡†˜ƒŽ—‡•‘ˆ–Š‡”‡•’‡…–‹˜‡’”‘†—…–‘ˆˆ‡”‹‰•‹
–Š‡•‡–™‘…‘–‡š–•ƒ”‡˜‡”›†‹ˆˆ‡”‡–ǡƒ†’”‡˜‹‘—•”‡•‡ƒ”…Š‡•Šƒ˜‡ƒ†‡”‡’‡ƒ–‡†‘„•‡”˜ƒ–‹‘•‘
–Š‡‹ˆŽ—‡…‡‘ˆ’”‹…‡ƒ†’‡”…‡‹˜‡†˜ƒŽ—‡‹•Šƒ’‹‰…—•–‘‡”ˆ‡‡†„ƒ…ƒ†„‡Šƒ˜‹‘”ȋŽƒŽ™ƒǡʹͲʹͲǢ
Tan & Ooi, 2018). These two considerations alone can influence many aspects of the consumer’s eǦ
…‘‡”…‡ —•‡ ȋ•…‘„ƒ”Ǧ‘†”À‰—‡œ Ƭ ƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡ ʹͲͳͶǢ ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹ȌǤ  ƒ††‹–‹‘ǡ
‡˜‡ ‹ˆ –Š‡”‡ ƒ”‡ •‹‹Žƒ”‹–‹‡• ‹ –Š‡ ƒ”‡– ’”‘ˆ‹Ž‡• ȋ‡Ǥ‰Ǥǡ †‡‘‰”ƒ’Š‹…• ƒ† ’•›…Š‘‰”ƒ’Š‹…•Ȍ ‘ˆ
‹Ž‹’‹‘• ™Š‘—•‡ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ƒ’’• –‘ƒ˜ƒ‹Ž‘ˆ –Š‡•‡•‡”˜‹…‡•ǡ–Š‹•”‡•‡ƒ”…Šƒ†˜‘…ƒ–‡•–Šƒ–
–Š‡”‡…ƒ•–‹ŽŽ„‡•‹‰‹ˆ‹…ƒ–†‹ˆˆ‡”‡…‡•‹–Š‡‹”‘Ž‹‡’—”…Šƒ•‡„‡Šƒ˜‹‘”••‹’Ž›„‡…ƒ—•‡–Š‡’”‘†—…–•
ƒ†•‡”˜‹…‡•–Šƒ––Š‡›ƒ˜ƒ‹Žƒ”‡†‹ˆˆ‡”‡–Ǥ
 Erik Paolo Capistrano ͵ͻ

Ž•‘ǡ –Š‹• ”‡•‡ƒ”…Š Š‡‡†• –Š‡ ’”‡•‡– …ƒŽŽ• ˆ‘” ‘”‡ ”‡•‡ƒ”…Š –‘ ‡Šƒ…‡ –Š‡ ƒ’’”‡…‹ƒ–‹‘ ƒ†
—†‡”•–ƒ†‹‰‘ˆƒ……‡’–ƒ…‡ƒ†—•‡ˆ”‘ƒ…‡”–ƒ‹’‘‹–‘ˆ˜‹‡™ȋŽ‘–‡‡–ƒŽǤǡʹͲʹͲǢƒ’‹•–”ƒ‘ǡ
ʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠ‹•‹•ƒŽŽƒ•‹†‡ˆ”‘–Š‡…—””‡–†‡ƒ”–Š‘ˆƒ…ƒ†‡‹…†‹•…—••‹‘•‹–Š‡
Š‹Ž‹’’‹‡…‘–‡š–‘ˆ—•‡ǡ†‡•’‹–‡—‡”‘—•’”‘‘—…‡‡–•ǡ…‘‡–•ǡ‘’‹‹‘•ǡƒ††‹•…—••‹‘•
ˆ”‘–Š‡†‘‡•–‹…ƒ†‹–‡”ƒ–‹‘ƒŽ‹†—•–”›–Šƒ––Š‡Š‹Ž‹’’‹‡•‹•‘‡‘ˆ–Š‡„‹‰‰‡•–’‘‘Ž•‘ˆ‹–‡”‡–
—•‡”•Ǥ
Š‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰”‡•‡ƒ”…Š“—‡•–‹‘•ƒ”‡’‘•‡†ǣ

RQ1: Šƒ– ˆƒ…–‘”• ‹ˆŽ—‡…‡ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•
ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

RQ2: Šƒ– ‹• –Š‡ ”‘Ž‡ ‘ˆ –”—•– ‹ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•
ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

Š‡”‡•–‘ˆ–Š‹•’ƒ’‡”‹••–”—…–—”‡†ƒ•ˆ‘ŽŽ‘™•Ǥ‡…–‹‘ʹ’”‡•‡–•–Š‡”‡˜‹‡™‘ˆ”‡Žƒ–‡†Ž‹–‡”ƒ–—”‡ǡ
†‹•…—••‹‰–Š‡”‡Ž‡˜ƒ––Š‡‘”‹‡•ƒ†–Š‡•‡Ž‡…–‡†–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”ǡƒŽŽŽ‡ƒ†‹‰–‘–Š‡†‡˜‡Ž‘’‡–
‘ˆ–Š‡”‡•‡ƒ”…ŠŠ›’‘–Š‡•‡•Ǥ‡…–‹‘͵’”‘˜‹†‡•‹ˆ‘”ƒ–‹‘”‡‰ƒ”†‹‰–Š‡‡–Š‘†•ˆ‘”†ƒ–ƒ…‘ŽŽ‡…–‹‘
ƒ† ƒƒŽ›•‡•Ǥ ‡…–‹‘ Ͷ ’”‡•‡–• –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ •–ƒ–‹•–‹…ƒŽ ƒƒŽ›•‡• †‘‡ǡ ƒ† •‘‡ ‹‹–‹ƒŽ
‹–‡”’”‡–ƒ–‹‘• ‘ˆ –Š‡Ǥ ƒ•–Ž›ǡ ‡…–‹‘ ͷ …‘˜‡”• –Š‡ …‘…Ž—•‹‘• ƒ† †‹•…—••‹‘•ǡ ƒ††”‡••‹‰ –Š‡
”‡•‡ƒ”…Š “—‡•–‹‘•ǡ ‹–‡”’”‡–‹‰ ˆ—”–Š‡” –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ ƒƒŽ›•‹•ǡ ƒ† ’”‘˜‹†‹‰ ƒ —„‡” ‘ˆ
–Š‡‘”‡–‹…ƒŽƒ†ƒƒ‰‡”‹ƒŽ‹’Ž‹…ƒ–‹‘•ǡƒ††‹”‡…–‹‘•ˆ‘”ˆ—–—”‡”‡•‡ƒ”…ŠǤ

2 Literature Review

2.1 E-commerce Use, Attitudes, and Behaviors

‘•– ”‡˜‹‡™• ‘ …‘•—‡” –‡…Š‘Ž‘‰‹‡•ǡ •—…Š ƒ• ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•ǡ ˆ‘…—• ‘ •‡˜‡”ƒŽ
†‹‡•‹‘•‘ˆ—•‡ˆ—Ž‡••ǡ…‘˜‡‹‡…‡ǡƒ……‡••‹„‹Ž‹–›ǡ‡’‘™‡”‡–ǡ†‹˜‡”•‹–›‘ˆˆ‡ƒ–—”‡•ǡ…Š‘‹…‡•ǡƒ†
‘’–‹‘• –‘ —•‡ǡ ƒ† ƒ •Ž‡™ ‘ˆ ‘–Š‡”• ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡–
”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ŽŽ ‘ˆ –Š‡•‡ †‹‡•‹‘• ƒ”‡ •—’’‘•‡† –‘ ‡•—”‡ •‹‰‹ˆ‹…ƒ–Ž›
‡Šƒ…‡† ‘’‡”ƒ–‹‘• –‘ „‡––‡” •‡”˜‡ …—•–‘‡”• ȋ
‘ǡ ʹͲͳͺǢ ƒ‹Žƒ –ƒ†ƒ”† —•‹‡••ǡ ʹͲͳͺȌǤ 
”‡•’‘•‡ǡ”‡•‡ƒ”…ŠŠƒ•’”‘†—…‡†ƒ—„‡”‘ˆ–Š‡‘”‡–‹…ƒŽ†‹•…—••‹‘•–”›‹‰–‘‡š’Žƒ‹ƒ†’”‡†‹…–
…‡”–ƒ‹—•‡”ƒ––‹–—†‡•ƒ†„‡Šƒ˜‹‘”•ƒ…”‘••—Ž–‹’Ž‡…‘–‡š–•Ǥ ‘”–Š‹•…‘–‡š–ǡ–Š‹•”‡•‡ƒ”…Šƒ†‘’–•
–Š‡ ‹ˆ‹‡† Š‡‘”› ‘ˆ ……‡’–ƒ…‡ ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌ ƒ• –Š‡ –Š‡‘”‡–‹…ƒŽ ˆ‘—†ƒ–‹‘Ǥ
‹”•–Ž›ǡ‹–Šƒ•…‘•‹†‡”ƒ„Ž‡‡š’Žƒƒ–‘”›’‘™‡”ƒ†Šƒ•†‡‘•–”ƒ–‡†ƒ…‡”–ƒ‹†‡‰”‡‡‘ˆ”‘„—•–‡••
ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ȋ™‹˜‡†‹ ‡– ƒŽǤǡ ʹͲͳͻȌǤ ‡…‘†Ž›ǡ –Š‡  ’‡”•’‡…–‹˜‡ –ƒ‡• ‹–‘
consideration individual users’ expectations and perceptions (AlƒŽ™ƒǡʹͲʹͲȌƒ† –Š‡‹’—–•‘ˆ–Š‡
•‘…‹‡–› ƒ”‘—† –Š‡•‡ ‹†‹˜‹†—ƒŽ —•‡”• ȋœœƒ–‹ǡ ʹͲʹͲȌ ƒ• …”‹–‹…ƒŽ …‘•–”—…–• ‹ˆŽ—‡…‹‰ ‹–‡–‹‘• ‘ˆ
ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ
”‹‰‹ƒŽŽ›ǡ  ‹• ƒ ’”‘†—…– ‘ˆ ƒ …‘’”‡Š‡•‹˜‡ ”‡˜‹‡™ ƒ† •›–Š‡•‹• ‘ˆ •‡˜‡”ƒŽ –Š‡‘”‡–‹…ƒŽ
‘†‡Ž•ǡ ‹…Ž—†‹‰ –Š‡ Š‡‘”› ‘ˆ ‡ƒ•‘‡† …–‹‘ ȋȌǡ ‡…Š‘Ž‘‰› ……‡’–ƒ…‡ ‘†‡Ž ȋȌǡ
‘–‹˜ƒ–‹‘ƒŽ ‘†‡Ž ȋȌǡ Š‡‘”› ‘ˆ Žƒ‡† ‡Šƒ˜‹‘” ȋȌǡ ‘†‡Ž ‘ˆ  –‹Ž‹œƒ–‹‘ ȋȌǡ
‘˜ƒ–‹‘ ‹ˆˆ—•‹‘ Š‡‘”› ȋȌǡ ƒ† ‘…‹ƒŽ ‘‰‹–‹˜‡ Š‡‘”› ȋȌǡ ’‘•‹–‹‰ –Šƒ– –Š‡ ˆ‘—” „ƒ•‹…
ˆƒ…–‘”•‘ˆ’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡ‡ˆˆ‘”–‡š’‡…–ƒ…›ǡ•‘…‹ƒŽ‹ˆŽ—‡…‡ǡƒ†ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•‡ƒ…Š
‡š‡”–‹ˆŽ—‡…‡‘ˆ„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ǡ’ǤͶͶ͹ȌǤ˜‡”–‹‡ǡ
Šƒ•’”‘˜‡‹–•”‘„—•–‡••ǡ„‡‹‰ƒ’’Ž‹‡†‹ƒ›†‹ˆˆ‡”‡–…‘–‡š–•„‡›‘†‹–•‘”‹‰‹ƒŽ•…‘’‡
‘ˆ…‘’—–‡”—•‡‹™‘”’Žƒ…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠƒ•ƒŽ•‘‡š’‡”‹‡…‡†•‡˜‡”ƒŽ”‡˜‹•‹‘•
ƒ†ƒ††‹–‹‘•–‘‹–••…‘’‡ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸Ȍǡ•‘‡
‘ˆ™Š‹…Šƒ”‡ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…ŠǤŠ‹•”‡•‡ƒ”…Šƒ†‘’–•ƒ†‡š–‡†•–Š‡’”‡˜‹‘—•
ƒ’’Ž‹…ƒ–‹‘–‘ˆ‘‘†•‡”˜‹…‡•ȋŽƒŽ™ƒǡʹͲʹͲǢœœƒ–‹ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ
ʹͲͳͻȌƒ†–‘—”‹•„‘‘‹‰ȋƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡʹͲͳͶǢ
œ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ —”–Š‡”‘”‡ǡƒƒ††‹–‹‘ƒŽ˜ƒ”‹ƒ„Ž‡‘ˆŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹•
ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…Šǡ’”‹ƒ”‹Ž›–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–•‘‡Š‡†‘‹… ‡Ž‡‡–•ǡ•—…Šƒ•
ˆ—ǡ‡Œ‘›‡–ǡƒ†•ƒ–‹•ˆƒ…–‹‘†‡”‹˜‡†ˆ”‘–‡…Š‘Ž‘‰›ƒ……‡’–ƒ…‡ƒ†—•‡ǡ…ƒ‡Šƒ…‡–Š‡‘˜‡”ƒŽŽ
 ͶͲ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

’‡”…‡’–‹‘• ‘ˆ –Š‡ –‡…Š‘Ž‘‰› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ œ–—” ‡– ƒŽǤǡ ʹͲͳ͸Ǣ ƒŽƒ—Ǧ
ƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ

Figure 1. Proposed research model

2.2 Trust Theory in E-commerce Use

‹•…‘—”•‡‘–”—•–‹”‡•‡ƒ”…Š‹•…‘–‹—‘—•Ž›‡˜‘Ž˜‹‰Ǥ˜‡ƒ…”‘••†‹ˆˆ‡”‡–”‡•‡ƒ”…Š…‘–‡š–•ǡ
–Š‡ –Š‡‘”‡–‹…ƒŽ Ž‡• –ƒ‡ ‘ „› –Š‡ ”‘Ž‡ ‘ˆ –”—•– …ƒ ˜ƒ”› ƒ• ™‡ŽŽ ȋ…‹‰Š– Ƭ Š‡”˜ƒ›ǡ ʹͲͲͳǢ
…‹‰Š– ‡– ƒŽǤǡ ʹͲͲʹȌǤ  ‡Ǧ…‘‡”…‡ǡ –”—•– ‹• ƒ …‘‘ ‹••—‡ –Šƒ– •Š‘—Ž† ‘– „‡ ‡š…Ž—†‡† ‹ –Š‡
†‹•…—••‹‘ǡ ‘•– ‡•’‡…‹ƒŽŽ› ‹ˆ ƒ”‡–• ˆ‘” ‡Ǧ…‘‡”…‡ ‡š’‡”‹‡…‡ ‡–‡‘”‹… ”‹•‡• ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ
ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡– ”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ‘” –Š‹• …‘–‡š–ǡ –Š‹•
”‡•‡ƒ”…Š†‡ˆ‹‡•–”—•–ƒ•–Š‡‹‹–‹ƒŽ•–ƒ‰‡‘ˆ†‡˜‡Ž‘’‹‰ˆƒ˜‘”ƒ„Ž‡”‡ƒ…–‹‘•ǡƒ––‹–—†‡•ǡƒ†’‡”…‡’–‹‘•
–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”ǤŠ‡•‡‹‹–‹ƒŽ•–ƒ‰‡•Šƒ˜‡„‡‡–Š‡‘”‹œ‡†ƒ•‹’‘”–ƒ–ˆƒ…–‘”•‹ˆŽ—‡…‹‰
ˆ—”–Š‡”‡˜ƒŽ—ƒ–‹‘•‘ˆ–Š‡‹“—‡•–‹‘ǡ™Š‹…Š™‘—Ž†–Š‡Ž‡ƒ†–‘‹ˆŽ—‡…‹‰ƒ……‡’–ƒ…‡ǡ—•‡ǡƒ†
…‘–‹—‡† —•‡ ȋ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͳͳȌǤ ‘”‡ •’‡…‹ˆ‹…ƒŽŽ›ǡ –”—•– ’”‘˜‹†‡• •‘‡ †‡‰”‡‡ ‘ˆ •—„Œ‡…–‹˜‡
‰—ƒ”ƒ–‡‡–Šƒ–—•‡”•™‹ŽŽŠƒ˜‡ƒ’‘•‹–‹˜‡‡š’‡”‹‡…‡—•‹‰–Š‡–‡…Š‘Ž‘‰›ǡƒ†–Š‡”‡ˆ‘”‡ˆ‘”‘”‡
ˆƒ˜‘”ƒ„Ž‡’‡”…‡’–‹‘•–‘™ƒ”†•–Š‡–‡…Š‘Ž‘‰›ƒ†–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”•—•‹‰–Š‡–‡…Š‘Ž‘‰›
ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲȌǤ —”–Š‡”‘”‡ǡ–Š‹•’ƒ”–‹…—Žƒ”†‡ˆ‹‹–‹‘‘ˆ–”—•–‹•‡’Ž‘›‡†
‹–Š‹•”‡•‡ƒ”…Š–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–ƒ›‡š‹•–‹‰ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ƒ”‡
‘’‡”ƒ–‡†„›™‡ŽŽǦ‘™ƒ†”‡’—–ƒ„Ž‡‘”‰ƒ‹œƒ–‹‘•Ǥ‘•‹•–‡–™‹–Š–Š‡‘”›ǡ•—…Šˆƒ˜‘”ƒ„Ž‡‹ƒ‰‡•
…ƒƒŽ”‡ƒ†›‡•–ƒ„Ž‹•Š‹‹–‹ƒŽ–”—•–„‡Ž‹‡ˆ•ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤ‘™‡˜‡”ǡ
–Š‹•’—–•’”‡••—”‡‘–Š‡•‡‘”‰ƒ‹œƒ–‹‘•–‘ˆ‘ŽŽ‘™–Š”‘—‰Š‘–Š‘•‡‹‹–‹ƒŽ‹’”‡••‹‘•„›‡’Ž‘›‹‰
‰‘‘†“—ƒŽ‹–›–‡…Š‘Ž‘‰‹‡•–‘†‡Ž‹˜‡”‘–Š‡‹”’”‘†—…–•ƒ†•‡”˜‹…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ
Š‡‘”‡–‹…ƒŽŽ›ǡ–Š‡”‡ƒ”‡•‘‡’”‡˜‹‘—••–—†‹‡•–Šƒ–‡š’Ž‘”‡†–Š‡”‘Ž‡‘ˆ–”—•–™‹–Š‹–Š‡…‘–‡š–‘ˆ
ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ•’‡…‹ƒŽŽ›ˆ‘”‡Ǧ…‘‡”…‡ǡ
–”—•––Š‡‘”›‹•ƒ‹’‘”–ƒ–…‘•‹†‡”ƒ–‹‘ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǡ
‡•’‡…‹ƒŽŽ› •‹…‡ –Š‡•‡ ‘Ž‹‡ •‡”˜‹…‡• ‘ˆ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ ‹…Ž—†‡ –™‘ †‹•–‹…–
ˆ—…–‹‘•–Šƒ–”‡“—‹”‡ƒ•‹‰‹ˆ‹…ƒ–†‡‰”‡‡‘ˆ—•‡”–”—•–ǣȋͳȌ–Š‡…‘ŽŽ‡…–‹‘‘ˆ’‡”•‘ƒŽ‹ˆ‘”ƒ–‹‘Ǣƒ†
ȋʹȌ–Š‡ˆƒ…‹Ž‹–ƒ–‹‘‘ˆ‘Ž‹‡’ƒ›‡–‡…Šƒ‹••˜‹ƒ†‹‰‹–ƒŽ…—””‡…‹‡•‘”…”‡†‹–…ƒ”†•ǤŽ‹‡ˆ‘‘†
†‡Ž‹˜‡”› •‡”˜‹…‡• ”‡“—‹”‡ ƒ …—•–‘‡” ƒ‡ǡ ƒ †‡•–‹ƒ–‹‘ ƒ††”‡••ǡ ƒ† …‘–ƒ…– †‡–ƒ‹Ž•ǡ ™Š‹Ž‡ ‘Ž‹‡
–‘—”‹• „‘‘‹‰ ”‡“—‹”‡• •‹‹Žƒ” —•‡” †ƒ–ƒ ƒ• ™‡ŽŽǤ Ž•‘ǡ „‘–Š •‡”˜‹…‡• ‡…‘—”ƒ‰‡ —•‹‰ …ƒ•ŠŽ‡••
–”ƒ•ƒ…–‹‘•–‘ƒ‡–Š‡‹”’ƒ›‡–•ǤŠ‹•ƒ‡•…—•–‘‡”•˜—Ž‡”ƒ„Ž‡ǡƒ†–Š‡”‡ˆ‘”‡‡š’‡…–ƒ–‹‘•
”‡‰ƒ”†‹‰–Š‡•‡”˜‹…‡•–Šƒ––Š‡›™ƒ––‘ƒ˜ƒ‹Ž–Š‡•‡Ž˜‡•”‹•‡•ȋ‹‡‡–ƒŽǤǡʹͲͳͷȌǡƒ†–Š‡‹”–‘Ž‡”ƒ…‡
ˆ‘”‹•–ƒ‡•‘ˆ–Š‡•‡”˜‹…‡’”‘˜‹†‡””‡†—…‡•ȋƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ—–ǡ‘–Š‡‘–Š‡”
Šƒ†ǡ ‘…‡ –”—•– ‹• ƒ…Š‹‡˜‡†ǡ ‹– …‘–”‹„—–‡• –‘ ˆƒ˜‘”ƒ„Ž‡ ’‡”…‡’–‹‘• –‘™ƒ”†• –Š‡ •‡”˜‹…‡ ƒ† –Š‡
–‡…Š‘Ž‘‰›‹–‡’Ž‘›•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ȍǡƒ†ƒŽ•‘”‡†—…‡•ƒ›—ˆƒ˜‘”ƒ„Ž‡
’‡”…‡’–‹‘•ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ’‡…‹ˆ‹…ƒŽŽ›ǡ–”—•–‹•ƒ‹’‘”–ƒ–
‹–‹‰ƒ–‹‰ˆƒ…–‘”‹•‡˜‡”ƒŽ‡‰ƒ–‹˜‡’‡”…‡’–‹‘•ƒ†ƒ…”—…‹ƒŽˆƒ…–‘”‹‡Šƒ…‹‰’‘•‹–‹˜‡’‡”…‡’–‹‘•
 Erik Paolo Capistrano Ͷͳ

ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‡•ƒ”‡’”‘’‘•‡†
ˆ‘”–Š‹•”‡•‡ƒ”…Šǣ
H1 (a to e):Filipino users’ trust positively influences their (a) performance expectancy; (b) effort
‡š’‡…–ƒ…›Ǣȋ…Ȍ•‘…‹ƒŽ‹ˆŽ—‡…‡Ǣȋ†Ȍˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•Ǣȋ‡ȌŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹˜‘Ž˜‹‰‘Ž‹‡
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

2.3 UTAUT in E-commerce Use

Performance expectancy is an individual’s belief that using the technology being scrutinized help•
ƒ––ƒ‹’‡”ˆ‘”ƒ…‡‰ƒ‹•‹‘”‡…‘˜‡‹‡–ƒ†’”‘†—…–‹˜‡™ƒ›•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤƒ”‰‡Ž›ƒ
—–‹Ž‹–ƒ”‹ƒ…‘•–”—…–ǡ‹–‡ƒ•—”‡•—•‡”’‡”…‡’–‹‘•‘ˆ–Š‡ƒ‹—•‡•ƒ†„‡‡ˆ‹–•†‡”‹˜‡†ˆ”‘—•‹‰
–Š‡–‡…Š‘Ž‘‰›ȋŽƒŽ™ƒǡʹͲʹͲȌǡ‡•’‡…‹ƒŽŽ›™Š‡‹–Ž‡ƒ†•–‘–Š‡“—‹…‡”ƒ†‘”‡‡ˆˆ‹…‹‡–‡š‡…—–‹‘‘ˆ
tasks (Tan & Ooi, 2018). It is all about the users’ cognitive perceptions of the overall usefulness of the
–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ–Š‹•”‡•‡ƒ”…Š…‘–‡š–ǡ–Š‹•…ƒ‡ƒ‘ˆˆ‡”‹‰ƒ™‹†‡•‡Ž‡…–‹‘
˜ƒ”‹‡–›ǡ •—…Š ƒ• †‹˜‡”•‡ …Š‘‹…‡• ƒ† ‘’–‹‘• ‘ˆ ”‡•–ƒ—”ƒ–• ƒ† …—‹•‹‡• –‘ ‘”†‡”ǡ ƒ† ‘ˆ Š‘–‡Ž
ƒ……‘‘†ƒ–‹‘•ǡ –”ƒ˜‡Ž ”‘—–‡•ǡ ƒ† ’”‡Ǧ’ƒ…ƒ‰‡† ‹–‹‡”ƒ”‹‡•Ǣ …‘ŽŽ‡…–‹‰ ƒ† •‡Ž‡…–‹‰ •—ˆˆ‹…‹‡–
‹ˆ‘”ƒ–‹‘ –‘ Š‡Ž’ ƒ‡ †‡…‹•‹‘• ‘ –Š‡•‡ …Š‘‹…‡• ƒ† ‘’–‹‘•Ǣ ƒ† ‡˜‡–—ƒŽŽ› …‘’Ž‡–‹‰
–”ƒ•ƒ…–‹‘•…‘˜‡‹‡–Ž›ȋŽƒŽ™ƒǡʹͲʹͲǢ ƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ†ƒ•–Š‡
UTAUT model posits, favorably delivering on these expectations leads to favorable increases in users’
„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–
ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ‘•‹•–‡–™‹–Š–Š‡–Š‡‘”›ǡ–Š‹•”‡•‡ƒ”…ŠŠ›’‘–Š‡•‹œ‡•–Šƒ–ǣ
H2:Filipino users’ performance expectancy positively influences their behavioral intention to use
‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

ˆˆ‘”–‡š’‡…–ƒ…›‹•–Š‡‡ƒ•‡‘ˆ—•‡‘ˆ–Š‡–‡…Š‘Ž‘‰›‹“—‡•–‹‘ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ‘–Š‡”
—–‹Ž‹–ƒ”‹ƒ …‘•–”—…–ǡ ‡ˆˆ‘”– ‡š’‡…–ƒ…› ”‡ˆŽ‡…–• …‡”–ƒ‹ ‡š’‡…–ƒ–‹‘• ”‡‰ƒ”†‹‰ –Š‡ ‘˜‡”ƒŽŽ —•‡”Ǧ
ˆ”‹‡†Ž‹‡••ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌƒ†‡ƒ•‡‘ˆ—•‡ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌ‘ˆ–Š‡–‡…Š‘Ž‘‰›ǤŠ‹•
‡ƒ•–Šƒ–ǡ…‘’ƒ”‡†–‘ƒŽ–‡”ƒ–‹˜‡•ǡ–Š‡–‡…Š‘Ž‘‰›—•–„‡•‹’Ž‡”ƒ†‡ƒ•‹‡”–‘—•‡ǡ—•–”‡“—‹”‡
Ž‡•• ‡ˆˆ‘”– –‘ —•‡ǡ ƒ† —•– ”‡“—‹”‡ ‹‹ƒŽ –‘ ‘ Š‡Ž’ ‘” ƒ••‹•–ƒ…‡ ˆ”‘ –Š‡ •‡”˜‹…‡ ’”‘˜‹†‡”
ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ Š‡•‡ ƒ”‡ ‹’‘”–ƒ– …‘•‹†‡”ƒ–‹‘• ™‹–Š‹ –Š‡ …‘–‡š– ‘ˆ –Š‹•
”‡•‡ƒ”…Šǡ•‹…‡–Š‡•—……‡••‘ˆ‘Ž‹‡•‡”˜‹…‡•‘ˆˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰‹•Žƒ”‰‡Ž›†‡’‡†‡–
‘Š‘™—•‡”•‘’‡”ƒ–‡ƒ†ƒ˜‹‰ƒ–‡–Š‡™‡„•‹–‡‘”–Š‡‘„‹Ž‡ƒ’’ǡƒŽ‘•–…‘’Ž‡–‡Ž›†‡˜‘‹†‘ˆƒ›
‹–‡”ƒ…–‹‘™‹–Š–Š‡•‡”˜‹…‡’”‘˜‹†‡”Ǥ‹‹Žƒ”Ž›ǡƒ•–Š‡‘†‡Ž‹ŽŽ—•–”ƒ–‡•ǡ–Š‡‘”‡—•‡”Ǧˆ”‹‡†Ž›
ƒ†–Š‡‰”‡ƒ–‡”‡ƒ•‡‘ˆ—•‡–Š‡–‡…Š‘Ž‘‰›‹•ǡ–Š‡Žƒ”‰‡”–Š‡…Šƒ…‡•–Šƒ–—•‡”•‡šŠ‹„‹–‘”‡ˆƒ˜‘”ƒ„Ž‡
‹–‡–‹‘•–‘—•‡‹–ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–
ƒŽǤǡʹͲͳ͸ȌǤ••—…Šǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’”‘’‘•‡†ǣ
H3:Filipino users’ effort expectancy positi˜‡Ž›‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Social influence is defined as the user’s perceptions regarding the attitudes towards using the
–‡…Š‘Ž‘‰›‘ˆ‘–Š‡”’‡‘’Ž‡‹’‘”–ƒ––‘Š‹‘”Š‡”ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ—‡–‘–Š‡–‡†‡…‹‡•‘ˆ
society to exert some form of “peer pressure” to label technology use as some form of “status symbol”
ƒ†–‘…‘•‹†‡”–‡…Š‘Ž‘‰›ƒ••‘‡ˆ‘”‘ˆ…‘ˆ‘”‹–›–‘’”‡•‡–•‘…‹ƒŽ‘”•ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ
ʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǡ–Š‹•˜ƒ”‹ƒ„Ž‡Šƒ•‹‡˜‹–ƒ„Ž›„‡…‘‡ƒ‹–‡”‡•–‹‰†‡–‡”‹ƒ–‘ˆ„‡Šƒ˜‹‘”ƒŽ
‹–‡–‹‘–‘—•‡–‡…Š‘Ž‘‰‹‡•Ǥ—„‡”‘ˆ”‡•‡ƒ”…Š‡”•Šƒ˜‡‘„•‡”˜‡†–Šƒ––Š‡‡™‡”–Š‡–‡…Š‘Ž‘‰›
‹•ǡ–Š‡‰”‡ƒ–‡”–Š‡‡ˆˆ‡…–‘ˆ•‘…‹ƒŽ‹ˆŽ—‡…‡‘an individual’s decision whether or not to use it (Alalwan,
ʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒƬ‘‹ǡʹͲͳͺȌǤ‡…‡ǡ–Š‡‰”‡ƒ–‡”–Š‡•‘…‹ƒŽ‹ˆŽ—‡…‡ǡ–Š‡Š‹‰Š‡”–Š‡
Ž‹‡Ž‹Š‘‘† –Šƒ– ‹†‹˜‹†—ƒŽ• ‡šŠ‹„‹– ‘”‡ ˆƒ˜‘”ƒ„Ž‡ ‹–‡–‹‘• –‘ —•‡ –Š‡ –‡…Š‘Ž‘‰› ȋ™‹˜‡†‹ ‡– ƒŽǤǡ
ʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ ‘”–Š‡’—”’‘•‡•‘ˆ–Š‹•
”‡•‡ƒ”…Šǡ–Š‹•Š›’‘–Š‡•‹•‹••–ƒ–‡†ƒ•ˆ‘ŽŽ‘™•ǣ
H4:Filipino users’ social influence positively influences their behavioral intention to use‘Ž‹‡
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Facilitating conditions measures the degree of the user’s belief towards the support of
‘”‰ƒ‹œƒ–‹‘ƒŽƒ†–‡…Š‹…ƒŽ‹ˆ”ƒ•–”—…–—”‡•‹—•‹‰–Š‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ•‘‡
 Ͷʹ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

…ƒ•‡•ǡ–Š‡•‡ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•ƒ”‡ƒŽ•‘’‡”…‡‹˜‡†ƒ•–Š‡†‹ˆˆ‡”‡–‡ƒ„Ž‡”•‡’‘™‡”‹‰—•‡”•–‘
‡š‡”–•‘‡†‡‰”‡‡‘ˆ…‘–”‘Ž‘˜‡”–Š‡–‡…Š‘Ž‘‰›–Šƒ––Š‡›—•‡ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤŠ‡•‡‡ƒ„Ž‡”•
Šƒ˜‡„‡‡ˆ‘—†–‘„‡‡••‡–‹ƒŽˆ‘”•—•–ƒ‹‡†ƒ†ƒ……‡’–ƒ…‡ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌǤ ‘”
‡šƒ’Ž‡ǡ ‹ –Š‡ …ƒ•‡ ‘ˆ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”›ǡ •‘‡ …”‹–‹…ƒŽ ˆƒ…‹Ž‹–ƒ–‹‰ …‘†‹–‹‘• ƒ”‡ –Š‡ “—ƒŽ‹–› ‘ˆ
‹–‡”‡–…‘‡…–‹‘•ǡ–Š‡“—ƒŽ‹–›‘ˆ–Š‡†‡˜‹…‡—•‡†ǡƒ†–Š‡’”‡•‡…‡‘ˆ–Š‡ƒ’’”‘’”‹ƒ–‡‘’‡”ƒ–‹‰ƒ†
•—’’‘”– •‘ˆ–™ƒ”‡ ȋŽƒŽ™ƒǡ ʹͲʹͲȌǤ ‹‹Žƒ” …‘•‹†‡”ƒ–‹‘• ƒ”‡ ’”‡•‡– ‹ –‘—”‹• „‘‘‹‰•ǡ ™Š‡”‡
…‡”–ƒ‹‘’‡”ƒ–‹‘ƒŽƒ†–‡…Š‹…ƒŽ•‹ŽŽ•ƒ†‘™ǦŠ‘™ƒ”‡‡‡†‡†–‘‹–‡”ƒ…–™‹–Š–Š‡™‡„•‹–‡‘”–Š‡
‘„‹Ž‡ ƒ’’ –‘ …‘’Ž‡–‡ ƒ ƒ‹” –”ƒ˜‡Ž –”ƒ•ƒ…–‹‘ ȋƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ ‘•‹•–‡– ™‹–Š –Š‡ ’”‡˜‹‘—•
Š›’‘–Š‡•‡•ǡ–Š‡‡ˆˆ‡…–•‘ˆˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ƒ”‡
’‘•‹–‡†‹–Š‡‘†‡ŽǤŠ‡„‡––‡”–Š‡ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•–‘ƒ†‘’–ƒ†—•‡–Š‡–‡…Š‘Ž‘‰›ƒ”‡ǡ
–Š‡‘”‡Ž‹‡Ž›–Šƒ–—•‡”•ƒ……‡’–ƒ†—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ
‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠƒ–„‡‹‰•ƒ‹†ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹–Š‹•…‘–‡š–
‹•’”‡•‡–‡†ǣ
H5: Filipino users’ facilitating co†‹–‹‘• ’‘•‹–‹˜‡Ž› ‹ˆŽ—‡…‡ –Š‡‹” „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘ –‘ —•‡
‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Š‡ ‘”‹‰‹ƒŽ ’”‘’‘‡–• ‘ˆ  ”‡…‘‰‹œ‡† –Šƒ– –Š‡ ‘†‡Ž ƒ› „‡ ‘†‹ˆ‹‡† ‘˜‡” –‹‡
ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤŠ‡”‡ˆ‘”‡ǡŽƒ–‡”‹–‡”ƒ–‹‘•‘ˆŠƒ˜‡‹…Ž—†‡†•‘‡‘–Š‡”˜ƒ”‹ƒ„Ž‡•ˆ‘”
…‘•‹†‡”ƒ–‹‘ǡ”‡ˆŽ‡…–‹‰–Š‡†›ƒ‹…ƒ–—”‡‘ˆƒ……‡’–ƒ…‡ƒ†—•‡ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻȌǤ‡‘ˆ
–Š‡•‡ ‹• Š‡†‘‹… ‘–‹˜ƒ–‹‘•ǡ ™Š‹…Š ‹• –Š‡ ‹–”‹•‹…ǡ •—„Œ‡…–‹˜‡ǡ ƒ† ’‡”•‘ƒŽ †”‹˜‡ ‘ˆ –Š‡ —•‡” –Šƒ–
†”ƒ™• •‘‡ ˆ‡‡Ž‹‰ ‘ˆ ’Ž‡ƒ•—”‡ǡ ˆ—ǡ ƒ† ’Žƒ›ˆ—Ž‡•• †—‡ –‘ –Š‡ —•‡ ‘ˆ –‡…Š‘Ž‘‰› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ
ƒŽ‹ƒ Ƭ †”ƒ™ƒ–‹ǡ ʹͲͳͻǢ •…‘„ƒ”Ǧ‘†”À‰—‡œ Ƭ ƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡ ʹͲͳͶǢ œ–—” ‡– ƒŽǤǡ ʹͲͳ͸Ǣ ƒŽƒ—Ǧ
ƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌǤŠ‡‘•–…‘‘ƒ”‰—‡–•ˆ‘”–Š‡ƒ††‹–‹‘‘ˆ–Š‹•’ƒ”–‹…—Žƒ”˜ƒ”‹ƒ„Ž‡•–‡
ˆ”‘–Š‡ˆƒ…––Šƒ––Š‡ˆ—†ƒ‡–ƒŽ‘†‡Ž‘Ž›…‘˜‡”•–Š‡…‘‰‹–‹˜‡ƒ†–‡…Š‹…ƒŽƒ•’‡…–•‘ˆ
–‡…Š‘Ž‘‰›ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ—–‘˜‡”–‹‡ǡƒ›‡š’‡”–•Šƒ˜‡’—•Š‡†–Šƒ–‹‘”†‡”–‘‡Šƒ…‡—•‡”
‹–‡–‹‘•–‘ƒ†‘’–ƒ†—•‡–‡…Š‘Ž‘‰›ǡ–Š‡”‡•Š‘—Ž†„‡•‘‡Š‡†‘‹…‡Ž‡‡–•‘ˆˆ—ǡ‡Œ‘›‡–ǡƒ†
•ƒ–‹•ˆƒ…–‹‘’”‡•‡–ƒ•™‡ŽŽȋŽƒŽ™ƒǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣœ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒŽƒ—Ǧƒ—‡ŽŽ
‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤƒ††‹–‹‘ǡ–Š‡…‘–‡š–‘ˆ–Š‹•”‡•‡ƒ”…Š…‘˜‡”••‘‡‘ˆ–Š‡„ƒ•‹…Š—ƒ
‡‡†•ˆ‘”ˆ‘‘†ƒ†Ž‡‹•—”‡ǡƒ†–Š‡”‡ˆ‘”‡–Š‡’”‘…‡••‘ˆƒ˜ƒ‹Ž‹‰–Š‡•‡•ŠƒŽŽ„‡ƒ†‡ƒ•’Ž‡ƒ•—”ƒ„Ž‡
and enjoyable as possible to one’s satisfaction. Therefore, this research proposes the following
Š›’‘–Š‡•‹•ǣ
H6:Filipino users’ hedonic motivations positively influence their behavioral intention to use online
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

UTAUT’s final dependent variable of behavioral intention to use technology describes the
‘–‹˜ƒ–‹‘ƒŽˆƒ…–‘”•–Šƒ–†‡–‡”‹‡•™Š‡–Š‡”ƒ‹†‹˜‹†—ƒŽ’‡”ˆ‘”•–Š‡ƒ…–‹‘‹“—‡•–‹‘—†‡”ƒ
•’‡…‹ˆ‹…•‹–—ƒ–‹‘ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤŠ‹•Šƒ•„‡‡ƒ…‘‘†‡’‡†‡–˜ƒ”‹ƒ„Ž‡‘ƒ™‹†‡”ƒ‰‡
‘ˆ’”‡˜‹‘—••–—†‹‡•‡šƒ‹‹‰–Š‡‡ˆˆ‡…–•‘ˆ˜ƒ”‹‘—•ˆƒ…–‘”•”‡Žƒ–‡†–‘–‡…Š‘Ž‘‰›ƒ……‡’–ƒ…‡ƒ†—•‡
ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸Ȍǡ‹…Ž—†‹‰–Š‡…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›ȋŽƒŽ™ƒǡʹͲʹͲǢ
œœƒ–‹ǡ ʹͲʹͲǢ ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ ƒŽƒ—Ǧƒ—‡ŽŽ ‡– ƒŽǤǡ ʹͲͳͻȌ ƒ† –‘—”‹• „‘‘‹‰ ȋƒŽ‹ƒ Ƭ
†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡʹͲͳͶǢ‹‡ ‡–ƒŽǤǡʹͲͳͷǢ œ–—”‡–ƒŽǤǡʹͲͳ͸Ǣ
ƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ • •—…Šǡ ‹– ‹• ƒ ‡› ’”‡†‹…–‘” ‘ˆ –‡…Š‘Ž‘‰› ƒ……‡’–ƒ…‡ ƒ† —•‡ǡ ‡•’‡…‹ƒŽŽ› ‘ˆ
–‡…Š‘Ž‘‰‹‡• –Šƒ– ƒ”‡ ”‡Žƒ–‹˜‡Ž› ‡™ ‹ –Š‡ …‘–‡š– —†‡” •…”—–‹› ȋ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͲ͵ȌǤ Š‹•
”‡•‡ƒ”…Š’‘•‹–•–Šƒ–‹–…ƒ‡šŠ‹„‹–ƒ•‹‹Žƒ”†‡•…”‹’–‹˜‡’‘™‡”‹–Š‹•’ƒ”–‹…—Žƒ”…‘–‡š–‘ˆ–Š‡Š‹Ž‹’’‹‡
‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•ǡ ‹ˆŽ—‡…‡† „› –Š‡ ƒˆ‘”‡‡–‹‘‡† ˆƒ…–‘”• ƒ•
Š›’‘–Š‡•‹œ‡†Ǥ

3 Methods

Š‡—•‡‘ˆ–™‘˜‡”›†‹ˆˆ‡”‡–…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•‹•
†‘‡–‘…‘•‹†‡”–Š‡ˆƒ…––Šƒ–‡˜‡‹ˆ–Š‡•‡•‡”˜‹…‡•ƒ”‡Š‘•–‡†‘–Š‡•ƒ‡’Žƒ–ˆ‘”•ǡ‹–Š‹•…ƒ•‡˜‹ƒ
™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•ǡ–Š‡›ƒ”‡ˆ—†ƒ‡–ƒŽŽ›†‹ˆˆ‡”‡–Ǥ‹ˆˆ‡”‡–‘Ž‹‡•‡”˜‹…‡•Šƒ˜‡†‹ˆˆ‡”‡–
”‡“—‹”‡‡–•ǡ ‡‡†•ǡ ™ƒ–•ǡ ƒ† ‡š’‡…–ƒ–‹‘•ǡ ƒ† –Š‡”‡ˆ‘”‡ǡ —•‡”• Šƒ˜‡ †‹ˆˆ‡”‡– ‡˜ƒŽ—ƒ–‹˜‡
ƒ’’”‘ƒ…Š‡•–‘™ƒ”†•–Š‡ǤŠ‡ˆ‘‘†•‡”˜‹…‡‹•ƒ”‡Žƒ–‹˜‡Ž›‡™„‡‡ˆ‹…‹ƒ”›‘ˆƒ……‡’–ƒ…‡ƒ†—•‡ǡ
 Erik Paolo Capistrano Ͷ͵

Š‡”‡„›™ƒ””ƒ–‹‰‡š–‡•‹˜‡ƒ…ƒ†‡‹…†‹•…‘—”•‡ȋŽƒŽ™ƒǡʹͲʹͲǢœœƒ–‹ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣ
ƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ–Š‡‘–Š‡”Šƒ†ǡ™Š‹Ž‡–Š‡”‡Šƒ˜‡
„‡‡ƒ—„‡”‘ˆ’”‡˜‹‘—••–—†‹‡•‘–Š‡–‘—”‹••‡…–‘”ǡ–Š‡”‡ƒ”‡•–‹ŽŽ•‘‡ƒ”‡ƒ•–Šƒ–ƒ”‡…—””‡–Ž›
„‡‹‰ ‡š’Ž‘”‡†ȋƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡʹͲͳͶǢ‹‡‡–ƒŽǤǡ
ʹͲͳͷǢœ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ
…‘„‹ƒ–‹‘‘ˆ’ƒ’‡”Ǧ„ƒ•‡†ƒ†‘Ž‹‡•‡˜‡Ǧ’‘‹–‹‡”–Ǧ•…ƒŽ‡•—”˜‡›ȋͳα˜‡”›—…Š†‹•ƒ‰”‡‡
–‘͹α˜‡”›—…Šƒ‰”‡‡Ȍ™ƒ•—•‡†ˆ‘”–Š‡†ƒ–ƒ…‘ŽŽ‡…–‹‘ǤŠ‡ƒ†‘’–‡†“—‡•–‹‘‹–‡•™‡”‡„ƒ•‡†‘–Š‡
‘”‹‰‹ƒŽ‘†‡Žƒ†™‡”‡”‡˜‹•‡†ƒ……‘”†‹‰Ž›–‘•—‹––Š‡…‘–‡š–„ƒ•‡†‘–Š‡…‹–‡†’”‡˜‹‘—•
•–—†‹‡•‘–Š‡•‹‹Žƒ”…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•Ǥ‘˜‡‹‡…‡
•ƒ’Ž‹‰™ƒ•‡’Ž‘›‡†ǤŠ‹Ž‡–Š‡”‡™ƒ•‘•‡–“—‘–ƒˆ‘”–Š‡‘˜‡”ƒŽŽ—„‡”‘ˆ”‡•’‘†‡–•ǡ•’‡…‹ƒŽ
“—‘–ƒ•™‡”‡•‡–ˆ‘”–Š‡–›’‡‘ˆ…‘–‡š–ȋˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡˜•Ǥ–‘—”‹•„‘‘‹‰Ȍǡ–Š‡–›’‡‘ˆ…Šƒ‡Ž
ȋ™‡„•‹–‡˜•Ǥ‘„‹Ž‡ƒ’’Ȍǡƒ†–Š‡–›’‡‘ˆ†‡˜‹…‡ȋ†‡•–‘’ȀŽƒ’–‘’˜•Ǥ–ƒ„Ž‡–Ȁ•ƒ”–’Š‘‡Ȍ–‘‡•—”‡ƒŽŽ
…‘–‡š–• ™‡”‡ ‘”‡ ‘” Ž‡•• ‡“—‹–ƒ„Ž› ”‡’”‡•‡–‡† ˆ‘” „‡––‡” ”‡ˆŽ‡…–‹‘ ‘ˆ –Š‡ ’”‡˜ƒ‹Ž‹‰ ”‡ƒŽ‹–‹‡• ‘ˆ
Š‹Ž‹’’‹‡‡Ǧ…‘‡”…‡—•‡ǤŠ‡–ƒ”‰‡–”‡•’‘†‡–••—”˜‡›‡†Šƒ†ƒ–Ž‡ƒ•–•‘‡‡š’‡”‹‡…‡”‡’‡ƒ–‡†Ž›
ƒ‹‰ƒ†…‘’Ž‡–‹‰ƒ’—”…Šƒ•‡‘”•—……‡••ˆ—ŽŽ›ƒ˜ƒ‹Ž‹‰ƒ•‡”˜‹…‡–Š”‘—‰Šƒ™‡„•‹–‡ƒ†Ȁ‘”ƒ‘„‹Ž‡
ƒ’’ǤŠ‹•ǡ‹–—”ǡ‡ƒ––Šƒ––Š‡›‘™‡†ƒ–Ž‡ƒ•–ƒ†‡•–‘’‘”Žƒ’–‘’…‘’—–‡”ƒ†Ȁ‘”ƒ‘„‹Ž‡†‡˜‹…‡
ȋ–ƒ„Ž‡–‘”•ƒ”–’Š‘‡ȌǤ”‡˜‹‘—•”‡•‡ƒ”…Š”‡’‡ƒ–‡†Ž›‡’Šƒ•‹œ‡†–Šƒ–‡š’‡”‹‡…‡†—•‡”•Šƒ†—…Š
‘”‡˜ƒŽ—ƒ„Ž‡ƒ†ƒ…–‹‘ƒ„Ž‡‹•‹‰Š–•ǡ…‘‡–•ǡƒ†ˆ‡‡†„ƒ…”‡‰ƒ”†‹‰–‡…Š‘Ž‘‰›—•‡–Šƒ–™‡”‡
‘”‡”‡Ž‡˜ƒ––‘‹’”‘˜‹‰–Š‡–‡…Š‘Ž‘‰›‹“—‡•–‹‘ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ……‘”†‹‰Ž›ǡƒ–‘–ƒŽ‘ˆ
͵ͻͻ—•ƒ„Ž‡”‡•’‘•‡•™ƒ•…‘ŽŽ‡…–‡†ƒ†—•‡†ˆ‘”–Š‡ƒƒŽ›•‹•‘ˆ–Š‹•”‡•‡ƒ”…ŠǤ

4 Analysis and Results

Because of the nature of the data collection method, Harman’s singleǦˆƒ…–‘” –‡•– ˜‹ƒ  ™ƒ•
‡’Ž‘›‡†–‘†‡–‡”‹‡‹ˆ–Š‡”‡™‡”‡ƒ›…‘‘‡–Š‘† „‹ƒ•ȋȌ‹••—‡•–Šƒ–™‘—Ž†ƒˆˆ‡…––Š‡
“—ƒŽ‹–›‘ˆ–Š‡†ƒ–ƒ…‘ŽŽ‡…–‡†Ǥƒ•‡†‘–Š‡”‡•—Ž–•ǡ–Š‡–‘–ƒŽ…——Žƒ–‹˜‡˜ƒ”‹ƒ…‡™ƒ•ͶͺǤͺͶͻΨǡ™‹–Š–Š‡
ˆ‹”•–ˆƒ…–‘”ƒ……‘—–‹‰ˆ‘”•—„•–ƒ–‹ƒŽŽ›Ž‡••–ŠƒŠƒŽˆȋͳͺǤͷ͸͵ΨȌǤƒ•‡†‘–Š‡”—Ž‡•Ǧ‘ˆǦ–Š—„‘ˆ–Š‹•
–‡•–ǡ–Š‡†ƒ–ƒ†‹†‘–•—ˆˆ‡”ˆ”‘ƒ›‹••—‡•ǡƒ†–Š‡”‡ˆ‘”‡™ƒ•‘ˆ•—ˆˆ‹…‹‡–“—ƒŽ‹–›–‘’”‘…‡‡†
™‹–Š–Š‡‡š–•–‡’•‹–Š‡†ƒ–ƒƒƒŽ›•‹•Ǥ

4.1 Respondent Demographics

ˆ–Š‡͵ͻͻ”‡•’‘†‡–•ǡʹͲͶ•ƒ‹†–Šƒ––Š‡›‘•–ˆ”‡“—‡–Ž›—•‡ƒˆ‘‘††‡Ž‹˜‡”›™‡„•‹–‡‘”‘„‹Ž‡
ƒ’’ ȋͷͳǤͳΨȌǡ ™Š‹Ž‡ –Š‡ ‘–Š‡” ͳͻͷ —•‡ ƒ –‘—”‹• „‘‘‹‰ ™‡„•‹–‡ ‘” ‘„‹Ž‡ ƒ’’ ‘•– ˆ”‡“—‡–Ž›
ȋͶͺǤͻΨȌǤŠ‡‘”‡†‡–ƒ‹Ž‡†„”‡ƒ†‘™‘ˆ–Š‡”‡•’‘†‡–†‡‘‰”ƒ’Š‹…•‹•ˆ—”–Š‡”•Š‘™‹ƒ„Ž‡ͳǤ

Table 1. Respondent demographics

Food delivery Tourism booking
All (N=399)
(N=204) (N=195)
n % n % n %

E-commerce channel use

‡„•‹–‡ ͳ͹ͻ ͶͶǤͺ͸ ͹Ͷ ͵͸Ǥʹ͹ ͳͲͷ ͷ͵Ǥͺͷ

‘„‹Ž‡ƒ’’ ʹʹͲ ͷͷǤͳͶ ͳ͵Ͳ ͸͵Ǥ͹͵ ͻͲ Ͷ͸Ǥͳͷ

Age

ʹͶ–‘͵ͷ›‡ƒ”•‘Ž† ʹ͵ͺ ͷͻǤ͸ͷ ͳʹ͵ ͸ͲǤʹͻ ͳͳͷ ͷͺǤͻ͹

͵͸–‘Ͷͷ›‡ƒ”•‘Ž† ʹͺ ͹ǤͲʹ ͳ͸ ͹ǤͺͶ ͳʹ ͸Ǥͳͷ
Ͷ͸–‘ͷͷ›‡ƒ”•‘Ž† ͻͳ ʹʹǤͺͳ ͷͷ ʹ͸Ǥͻ͸ ͵͸ ͳͺǤͶ͸
ͷ͸›‡ƒ”•‘Ž†ƒ†ƒ„‘˜‡ Ͷʹ ͳͲǤͷ͵ ͳͲ ͶǤͻͲ ͵ʹ ͳ͸ǤͶͳ

Gender at birth

ƒŽ‡ ͳͺͲ ͶͷǤͳͳ ͻͶ Ͷ͸ǤͲͺ ͺ͸ ͶͶǤͳͲ

 ͶͶ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

Food delivery Tourism booking

All (N=399)
(N=204) (N=195)
n % n % n %
‡ƒŽ‡ ʹͳͻ ͷͶǤͺͻ ͳͳͲ ͷ͵Ǥͻʹ ͳͲͻ ͷͷǤͻͲ

Marital status

‹‰Ž‡ ʹ͵ͳ ͷ͹Ǥͺͻ ͳ͵Ͳ ͸͵Ǥ͹͵ ͳͲͳ ͷͳǤ͹ͻ

ƒ””‹‡† ͳͷͻ ͵ͻǤͺͷ ͸ͻ ͵͵Ǥͺʹ ͻͲ Ͷ͸Ǥͳͷ
‡’ƒ”ƒ–‡†Ȁ‹†‘™‡† ͻ ʹǤʹ͸ ͷ ʹǤͶͷ Ͷ ʹǤͲͷ

Highest educational attainment

‹‰Š•…Š‘‘Ž‰”ƒ†—ƒ–‡ ͷ ͳǤ͵Ͳ Ͷ ͳǤͻ͸ ͳ ͲǤͷͲ

‘‡…‘ŽŽ‡‰‡ ͳͳ ʹǤ͹͸ ͻ ͶǤͶͳ ʹ ͳǤͲ͵
‘ŽŽ‡‰‡‰”ƒ†—ƒ–‡ ʹͺʹ ͹ͲǤ͸ͺ ͳ͵ͻ ͸ͺǤͳͶ ͳͶ͵ ͹͵Ǥ͵͵
‘‡’‘•–Ǧ…‘ŽŽ‡‰‡ ͵ͺ ͻǤͷʹ ʹͶ ͳͳǤ͹͸ ͳͶ ͹Ǥͳͺ
‘•–Ǧ…‘ŽŽ‡‰‡ ͸͵ ͳͷǤ͹ͻ ʹͺ ͳ͵Ǥ͹͵ ͵ͷ ͳ͹Ǥͻͷ

Average length of time per e-commerce transaction

ͷ–‘ͳͲ‹—–‡• ͳͲͲ ʹͷǤͲ͸ ͹ͷ ͵͸Ǥ͹͸ ʹͷ ͳʹǤͺʹ

ͳͳ–‘ͳͷ‹—–‡• ͻͻ ʹͶǤͺͳ ͸ͷ ͵ͳǤͺ͸ ͵Ͷ ͳ͹ǤͶͶ
ͳ͸–‘ʹͲ‹—–‡• ͸͹ ͳ͸Ǥ͹ͻ ʹͺ ͳ͵Ǥ͹͵ ͵ͻ ʹͲǤͲͲ
ʹͳ–‘ʹͷ‹—–‡• ͵ͳ ͹Ǥ͹͹ Ͷ ͳǤͻ͸ ʹ͹ ͳ͵Ǥͺͷ
ʹ͸–‘͵Ͳ‹—–‡• ʹͺ ͹ǤͲʹ ͳ͵ ͸Ǥ͵͹ ͳͷ ͹Ǥ͸ͻ
‘”‡–Šƒ͵Ͳ‹—–‡• ͹Ͷ ͳͺǤͷͷ ͳͻ ͻǤ͵ͳ ͷͷ ʹͺǤʹͳ

Number of online accounts used for e-commerce

ͳ–‘͵ƒ……‘—–• ʹ͵͹ ͷͻǤͶͲ ͳͳʹ ͷͶǤͻͲ ͳʹͷ ͸ͶǤͳͲ

͵–‘ͷƒ……‘—–• ͻͷ ʹ͵Ǥͺͳ ͸͵ ͵ͲǤͺͺ ͵ʹ ͳ͸ǤͶͳ
ͷ–‘͹ƒ……‘—–• ͵Ͷ ͺǤͷʹ ʹͲ ͻǤͺͲ ͳͶ ͹Ǥͳͺ
‘”‡–Šƒ͹ƒ……‘—–• ͵͵ ͺǤʹ͹ ͻ ͶǤͶͳ ʹͶ ͳʹǤ͵ͳ

Years of transacting via e-commerce

‡••–Šƒͳ›‡ƒ” Ͷʹ ͳͲǤͷ͵ ʹͻ ͳͶǤʹʹ ͳ͵ ͸Ǥ͸͹

ͳ–‘ʹ›‡ƒ”• ͺͻ ʹʹǤ͵ͳ ͸ʹ ͵ͲǤ͵ͻ ʹ͹ ͳ͵Ǥͺͷ
ʹ–‘͵›‡ƒ”• ͹ͻ ͳͻǤͺͲ Ͷ͵ ʹͳǤͲͺ ͵͸ ͳͺǤͶ͸
͵–‘Ͷ›‡ƒ”• Ͷͻ ͳʹǤʹͺ ʹʹ ͳͲǤ͹ͺ ʹ͹ ͳ͵Ǥͺͷ
Ͷ–‘ͷ›‡ƒ”• ͶͲ ͳͲǤͲ͵ ʹͲ ͻǤͺͲ ʹͲ ͳͲǤʹ͸
‘”‡–Šƒͷ›‡ƒ”• ͳͲͲ ʹͷǤͲ͸ ʹͺ ͳ͵Ǥ͹͵ ͹ʹ ͵͸Ǥͻʹ

••‡‡ǡ–Š‡•‡†‡‘‰”ƒ’Š‹…••—’’‘”–™Šƒ–Šƒ•Šƒ’’‡‡†‹–Š‡‹†—•–”›ƒ†’”ƒ…–‹…‡ǤŠ‡”‡ƒ”‡
‘”‡‘„‹Ž‡ƒ’’—•‡”•ˆ‘”ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ȋ͸͵Ǥ͹͵ΨȌǡ™Š‹Ž‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ƒ”‡Žƒ”‰‡Ž›
ƒ˜ƒ‹Ž‡† –Š”‘—‰Š ™‡„•‹–‡• ȋͷ͵ǤͺͷΨȌǤ Š‹• ’ƒ”–‹…—Žƒ” ’‹‡…‡ ‘ˆ †‡‘‰”ƒ’Š‹…• ‹• ‡š’‡…–‡†ǡ ƒ• –Š‹• ‹•
”‡ˆŽ‡…–‹˜‡‘ˆ–Š‡…—””‡–•–ƒ–‡‘ˆ‡Ǧ…‘‡”…‡‹–Š‡Š‹Ž‹’’‹‡•ˆ‘”–Š‡•‡–™‘’ƒ”–‹…—Žƒ”•‡”˜‹…‡•‡…–‘”•Ǥ
Ž•‘ǡ—•‡”•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ…–“—‹…Ž›ǡ•’‡†‹‰ˆ‹˜‡–‘ͳͷ‹—–‡•’‡”–”ƒ•ƒ…–‹‘ǡ™Š‡”‡ƒ•
–‘—”‹• „‘‘‹‰ …—•–‘‡”• –ƒ‡ ƒ Ž‘‰‡” –‹‡ǡ •‘‡™Š‡”‡ ˆ”‘ ͳͲ –‘ ʹͲ ‹—–‡•Ǥ ƒ•–Ž›ǡ –Š‡
†‡‘‰”ƒ’Š‹…•ƒŽ•‘…‘ˆ‹”–Š‡‘„•‡”˜ƒ–‹‘–Šƒ–‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›‹•ƒ‡™‡”•‡”˜‹…‡…‘’ƒ”‡†–‘
‘Ž‹‡–‘—”‹•„‘‘‹‰ǡ™Š‹…ŠŠƒ•„‡‡ƒ”‘—†ˆ‘”ƒŽ‘‰‡”’‡”‹‘†‘ˆ–‹‡Ǥ
 Erik Paolo Capistrano Ͷͷ

4.2 Descriptives, Validity, and Reliability

Because all of the question items in this research’s•—”˜‡›‹•–”—‡–™‡”‡ƒ†‘’–‡†ˆ”‘’”‡˜‹‘—•
•–—†‹‡•ƒ†™‡”‡ƒŽŽ‡’‹”‹…ƒŽŽ›˜ƒŽ‹†ƒ–‡†ǡ…‘ˆ‹”ƒ–‘”›ˆƒ…–‘”ƒƒŽ›•‹•ȋ Ȍ˜‹ƒ™ƒ•…‘†—…–‡†
–‘–‡•–ˆ‘”–Š‡‘˜‡”ƒŽŽ˜ƒŽ‹†‹–›ƒ†”‡Ž‹ƒ„‹Ž‹–›‘ˆ†ƒ–ƒ…‘ŽŽ‡…–‡†ˆ‘”–Š‡‡ƒ•—”‡‡–‘†‡ŽǤ‡ƒ™Š‹Ž‡ǡ
†‡•…”‹’–‹˜‡•–ƒ–‹•–‹…•ƒ†…‘’Ž‡‡–ƒ”›…ƒŽ…—Žƒ–‹‘•‘ˆ”‡Ž‹ƒ„‹Ž‹–›™‡”‡…ƒ””‹‡†‘—–—•‹‰Ǥˆ–‡”
†‡Ž‡–‹‰ •‘‡ ‹–‡• †—‡ –‘ ˜ƒŽ‹†‹–› ‹••—‡• ƒ† –‘ ƒ…Š‹‡˜‡ •‘‡ †‡‰”‡‡ ‘ˆ ’ƒ”•‹‘›ǡ –Š‡ ”‡•—Ž–‹‰
‡ƒ•—”‡‡– ‘†‡Žǡ†‡–ƒ‹Ž‡†‹ ƒ„Ž‡ʹǡƒŽŽ•Š‘™‡†ƒ……‡’–ƒ„Ž‡…‘˜‡”‰‡–˜ƒŽ‹†‹–›ǡ”‡Ž‹ƒ„‹Ž‹–›ǡƒ†
‘†‡Žˆ‹–ˆ‹‰—”‡•Ǥ

Table 2. Descriptives and CFA results

Std. Std.
Variable Question Item Mean AVE CR Cron. α
Dev. Loading

Trust (TR) (Khalilzadeh et al., 2017; Patil et al., 2020) 0.820 0.901 0.901
I believe that the online channel
TR1 5.326 1.463 0.909
providers keep their promise/s.
I believe that the online channel
TR3 5.351 1.420 0.902
providers are trustworthy.
I believe that the online channel
TR2 providers keep customers’ interests in 5.476 1.348 Deleted
mind.
I believe that the online channel
TR4 providers will do everything to secure the 5.506 1.387 Deleted
transactions for users.
Performance expectancy (PE) (Venkatesh et al., 2011) 0.824 0.903 0.902
Using this online channel enables me to
PE2 accomplish my shopping for products 6.018 1.229 0.923
and/or services more quickly.
Using this online channel increases my
PE3 5.845 1.290 0.892
efficiency in online shopping.
I find this online channel useful in my
PE1 5.697 1.413 Deleted
daily life.
Effort expectancy (EE) (Venkatesh et al., 2011) 0.907 0.951 0.951
I find this online channel easy to use to
EE3 5.885 1.312 0.960
shop for products and/or services.
It is easy for me to master using this
EE2 online channel to shop for products 5.917 1.286 0.945
and/or services.
Navigating through this online channel to
EE1 shop for products and/or services is clear 5.835 1.170 Deleted
and understandable.
Social influence (SI) (Venkatesh et al., 2011) 0.907 0.951 0.950
People who are close to me think that I
SI2 should use this online channel to shop 5.368 1.506 0.969
for products and/or services.
People whose opinions I value prefer
SI3 that I should use this online channel to 5.328 1.514 0.935
shop for products and/or services.
People who are important to me think
SI1 that I should use this online channel to 5.153 1.558 Deleted
shop for products and/or services.
Facilitating conditions (FC) (Venkatesh et al., 2011) 0.615 0.760 0.747
I have the knowledge necessary to use
FC1 this online channel to shop for products 6.103 1.146 0.852
and/or services.
 Ͷ͸ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

Std. Std.
Variable Question Item Mean AVE CR Cron. α
Dev. Loading

This online channel to shop for products

FC2 and/or services is compatible across the 5.900 1.352 0.710
different devices that I use.
Help services are available for
assistance for difficulties with this online
FC3 5.363 1.539 Deleted
channel to shop for products and/or
services.
Hedonic motivations (HM) (Escobar-Rodríguez & Carvajal-Trujillo, 2014; Khalilzadeh et al.,
0.784 0.879 0.873
2017)
I feel trendy when I shop for products
HM2 and/or services using this online 5.073 1.731 0.888
channel.
Using this online channel to shop for
HM1 5.406 1.482 0.883
products and/or services is fun.
Using this online channel to shop for
HM3 products and/or services makes me feel 5.379 1.543 Deleted
satisfied.
Behavioral intention to use technology (BT) (Venkatesh et al., 2011) 0.906 0.951 0.949
I intend to continue using this online
BT1 channel to shop for products and/or 5.832 1.502 0.990
services in the next few months.
I plan to use this online channel to shop
BT2 for products and/or services more 5.622 1.590 0.912
frequently in the next few months.
I intend to continue using this online
BT3 channel to shop for products and/or 5.426 1.652 Deleted
services rather than shop offline.
Model fit: CMIN=614.720; CMIN/DF=3.659; GFI=0.908; AGFI=0.827; RMR=0.081; NFI=0.947; TLI=0.935; CFI=0.960; RMSEA=0.058

Š‡ ”‡•—Ž–•›‹‡Ž†ƒƒ„—†ƒ…‡‘ˆ–Š‡‘”‡–‹…ƒŽƒ†’”ƒ…–‹…ƒŽ‹•‹‰Š–•Ǥ ‘”–Š‡”‡•’‘†‡–•ǡ–Š‡

‡ƒ• ”‡’”‡•‡– ™Šƒ– –Š‡•‡ ‘Ž‹‡ •‡”˜‹…‡ ’”‘˜‹†‡”• †‘ „‡•– …—””‡–Ž›ǡ ™Š‹Ž‡ –Š‡ •–ƒ†ƒ”†‹œ‡†
Ž‘ƒ†‹‰•”‡’”‡•‡–™Šƒ––Š‡”‡•’‘†‡–•–Š‹–Š‡‘Ž‹‡•‡”˜‹…‡’”‘˜‹†‡”•‘—‰Š––‘†‘‹–Š‡…‘–‡š–
‘ˆ–Šƒ–”‡•‡ƒ”…Š˜ƒ”‹ƒ„Ž‡Ǥ ‘”–”—•–ǡ„‡Ž‹‡˜‹‰–Šƒ––Š‡ˆ‘‘††‡Ž‹˜‡”›‘”–Š‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡™‹ŽŽ
†‘‡˜‡”›–Š‹‰–‘•‡…—”‡–Š‡–”ƒ•ƒ…–‹‘•ˆ‘”—•‡”•‹•™Šƒ––Š‡›…—””‡–Ž›•‡‡‘•–’”‘‹‡–Ž›ǡ„—–
™Šƒ––Š‡”‡•’‘†‡–•™ƒ––Š‡•‡‘Ž‹‡•‡”˜‹…‡’”‘˜‹†‡”•–‘†‘‘”‡‘ˆ‹•–‘‡‡’–Š‡‹”’”‘‹•‡Ȁ•Ǥ
‘”’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡ–Š‡”‡•—Ž–••Š‘™ƒƒ‰”‡‡‡–‘™Šƒ––Š‡•‡•‡”˜‹…‡’”‘˜‹†‡”•†‘
„‡•– ƒ† ‘ ™Šƒ– –Š‡ ”‡•’‘†‡–• –Š‹ –Š‡› •Š‘—Ž† „‡ †‘‹‰ǡ ™Š‹…Š ‹• –‘ ‡ƒ„Ž‡ …—•–‘‡”• –‘
ƒ……‘’Ž‹•Š–Š‡‹” ‡Ǧ…‘‡”…‡–”ƒ•ƒ…–‹‘•‘”‡ “—‹…Ž›˜‹ƒ–Š‡‘Ž‹‡…Šƒ‡ŽǤ‘™‡˜‡”ǡ ˆ‘” ‡ˆˆ‘”–
‡š’‡…–ƒ…›ǡ–Š‡”‡•’‘†‡–•†‡‡–Šƒ–ǡˆ‘”–Š‡‘‡–ǡ‡ƒ•›ƒ•–‡”›‘ˆ–Š‡‘Ž‹‡…Šƒ‡Ž‹•™Šƒ–
•–ƒ†•‘—–Ǥ—–™Šƒ––Š‡›™ƒ–to see more of is the online channel’s overall ease of use.
Š‡”‡•—Ž–•ƒŽ•‘•Š‘™ƒƒ‰”‡‡‡–ˆ‘”–Š‡•‘…‹ƒŽ‹ˆŽ—‡…‡˜ƒ”‹ƒ„Ž‡ǡ™Š‹…Šˆ‘…—•‡•‘–Š‡ˆƒ˜‘”ƒ„Ž‡
ˆ‡‡†„ƒ…ˆ”‘’‡‘’Ž‡…Ž‘•‡–‘–Š‡”‡•’‘†‡–•–‘™ƒ”†•–Š‡•‡‘Ž‹‡…Šƒ‡Ž•ǤŠ‡•ƒ‡‘„•‡”˜ƒ–‹‘
‹• ˆ‘—† ˆ‘” ˆƒ…‹Ž‹–ƒ–‹‰ …‘†‹–‹‘•ǡ ™Š‡”‡ –Š‡ ”‡•’‘†‡–• •ƒ› –Šƒ– ’‘••‡••‹‰ –Š‡ ‘™Ž‡†‰‡
‡…‡••ƒ”› –‘ —•‡ –Š‡ ‘Ž‹‡ …Šƒ‡Ž ˆ‘” ‡Ǧ…‘‡”…‡ ’—”’‘•‡• ‹• ™Šƒ– ‹– ‹•ǡ ƒ† ™Šƒ– ‹– •Š‘—Ž† „‡Ǥ
‘™‡˜‡”ǡˆ‘”Š‡†‘‹…‘–‹˜ƒ–‹‘•ǡ–Š‡”‡•—Ž–••Š‘™†‹ˆˆ‡”‡–‹•‹‰Š–•ǤŠ‡—•‡‘ˆ–Š‡‘Ž‹‡…Šƒ‡Ž–‘
•Š‘’„‡‹‰ˆ—‹•™Šƒ–”‡•’‘†‡–•ƒ‰”‡‡™‹–Š–Š‡‘•–ǡ„—–„‡‹‰–”‡†›„‡…ƒ—•‡–Š‡›•Š‘’‘Ž‹‡‹•
™Šƒ– ƒ…–—ƒŽŽ› †”‹˜‡• –Š‡‹” Š‡†‘‹… ‘–‹˜ƒ–‹‘•Ǥ ƒ•–Ž›ǡ –Š‡ ”‡•—Ž–• ƒŽ•‘ •Š‘™ ƒ ƒ‰”‡‡‡– ‘ –Š‡
„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ǡ™Š‡”‡”‡•’‘†‡–•ˆ‘…—•‘–Š‡‹–‡–‹‘–‘…‘–‹—‡—•‹‰
–Š‡•‡‘Ž‹‡…Šƒ‡Ž•‹–Š‡‡š–ˆ‡™‘–Š•Ǥ
Š‡ …‘””‡Žƒ–‹‘ ƒ–”‹š ’”‡•‡–‡† ‹ ƒ„Ž‡ ͵ ˆ—”–Š‡” ’”‘˜‹†‡• •–ƒ–‹•–‹…ƒŽ ‡˜‹†‡…‡ ‘ –Š‡
†‹•…”‹‹ƒ–˜ƒŽ‹†‹–›‘ˆ–Š‡…‘ŽŽ‡…–‡††ƒ–ƒǤŠ‡•“—ƒ”‡•‘ˆ–Š‡‹–Š‡†‹ƒ‰‘ƒŽƒ”‡Š‹‰Š‡”–Šƒ–Š‡
…‘””‡Žƒ–‹‘ ƒ–”‹š ˆ‹‰—”‡•ǡ ‹†‹…ƒ–‹‰ ‰‘‘† †‹•…”‹‹ƒ– ˜ƒŽ‹†‹–› ƒ† ‰‹˜‹‰ ˆ—”–Š‡” •—’’‘”– ˆ‘” –Š‡
”‡•‡ƒ”…Š–‘’”‘…‡‡†–‘–Š‡Š›’‘–Š‡•‹•–‡•–‹‰Ǥ
 Erik Paolo Capistrano Ͷ͹

Table 3. Correlation matrix with the squares of the AVEs in the diagonal
TR PE EE SI FC HE BT
TR 0.906
PE ͲǤͷͷͺ 0.908
EE ͲǤ͹ͳͺ ͲǤͺʹͷ 0.953
SI ͲǤͶ͹͸ ͲǤ͸Ͷʹ ͲǤͷͺͲ 0.952
FC ͲǤ͹ͳ͹ ͲǤͺͳ͹ ͲǤͻͳͺ ͲǤͷͷ͸ 0.784
HE ͲǤ͸͵ͺ ͲǤͷͶͶ ͲǤͷʹ͸ ͲǤ͸͵ʹ ͲǤͷͶͺ 0.886
BT ͲǤͷ͵Ͳ ͲǤ͹ͳʹ ͲǤ͸ͺͺ ͲǤ͸͵͸ ͲǤ͹ͷ͹ ͲǤ͸ͳʹ 0.952

4.3 Structural Equation Modeling (SEM)

‡…ƒ—•‡ –Š‡•‡ ”‡•‡ƒ”…Š Š›’‘–Š‡•‡• ™‡”‡ ƒŽŽ †‡”‹˜‡† ˆ”‘ ƒ ‡š‹•–‹‰ ƒ† ™‡ŽŽǦ‡•–ƒ„Ž‹•Š‡†
–Š‡‘”‡–‹…ƒŽ‘†‡Žǡ•–”—…–—”ƒŽ‡“—ƒ–‹‘‘†‡Ž‹‰—•‹‰•–ƒ–‹•–‹…ƒŽ•‘ˆ–™ƒ”‡™ƒ•‡’Ž‘›‡†–‘–‡•–
–Š‡•‡”‡•‡ƒ”…ŠŠ›’‘–Š‡•‡•ǤŠ”‡‡•–”—…–—”ƒŽ‘†‡Ž•™‡”‡’”‘†—…‡†ǣȋͳȌƒ‘˜‡”ƒŽŽ‘†‡Žƒ……‘—–‹‰
ˆ‘”–Š‡‡–‹”‡”‡•‡ƒ”…Š•ƒ’Ž‡ȋ‡‡ ‹‰—”‡ʹǣ”‡•—Ž–•ȋ˜‡”ƒŽŽ‘†‡ŽȌȌǢȋʹȌƒ‘†‡Ž†‡•…”‹„‹‰–Š‡
‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›—•‡”•ȋ‡‡ ‹‰—”‡͵ǣ”‡•—Ž–•ȋ ‘‘††‡Ž‹˜‡”›‘†‡ŽȌȌǢƒ†ȋ͵Ȍƒ‘†‡Žˆ‘”–Š‡
‘Ž‹‡–‘—”‹•„‘‘‹‰—•‡”•ȋ‡‡ ‹‰—”‡Ͷǣ”‡•—Ž–•ȋ‘—”‹•„‘‘‹‰‘†‡ŽȌȌǤ•’‡””—Ž‡•Ǧ‘ˆǦ
–Š—„…”‹–‡”‹ƒǡ–Š‡”‡•—Ž–‹‰•–”—…–—”ƒŽ‘†‡Ž•›‹‡Ž†‡†ƒ……‡’–ƒ„Ž‡‘†‡ŽǦˆ‹–ˆ‹‰—”‡•Ǥ

Figure 2. SEM results (Overall model)

‘”–Š‡‘˜‡”ƒŽŽ‘†‡Žǡ‘Ž››’‘–Š‡•‹•Ͷ‹•‘–•—’’‘”–‡†ǡ‹†‹…ƒ–‹‰–Šƒ––Š‡”‡ƒ”‡•‘‡‹••—‡•ƒ†
…‘…‡”• ”‡‰ƒ”†‹‰ –Š‡ ‡ˆˆ‘”– „‡‹‰ ‡š‡”–‡† „› –Š‡ ”‡•’‘†‡–• ‹ —•‹‰ –Š‡•‡ ’ƒ”–‹…—Žƒ” ‘Ž‹‡
•‡”˜‹…‡•Ǥ  ˆƒ…–ǡ ‡ˆˆ‘”– ‡š’‡…–ƒ…› •Š‘™• ƒ ‡‰ƒ–‹˜‡ ‹ˆŽ—‡…‡ ‘ „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘ –‘ —•‡
–‡…Š‘Ž‘‰›ǤŠ‹•‹•ƒ˜‡”›‹’‘”–ƒ–ˆ‹†‹‰„‡…ƒ—•‡ǡƒ‘‰–Š‡Š›’‘–Š‡•‹œ‡†‹ˆŽ—‡…‡‘ˆ–”—•–ǡ‹–‹•
–”—•––‘™ƒ”†•‡ˆˆ‘”–‡š’‡…–ƒ…›–Šƒ–•Š‘™•–Š‡•–”‘‰‡•–‡ˆˆ‡…–Ǥ’”ƒ…–‹…ƒŽ–‡”•ǡ–Š‡”‡•’‘†‡–•
–”—•––Š‡•‡•‡”˜‹…‡’”‘˜‹†‡”•–Šƒ–„›—•‹‰–Š‡‹”™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’…Šƒ‡Ž•ǡ–Š‡ƒ‘—–‘ˆ‡ˆˆ‘”–
–‘ –”ƒ•ƒ…– ™‹–Š –Š‡ ‹• ƒ†‡ ‡ƒ•‹‡”Ǥ ‘™‡˜‡”ǡ –Š‹• –”—•– ‹• ƒ’’ƒ”‡–Ž› ‘– –”ƒ•Žƒ–‡† ‹–‘ ƒ…–‹‘ǡ
†‹•…‘—”ƒ‰‹‰–Š‡”‡•’‘†‡–•–‘ƒ…–—ƒŽŽ›—•‡–Š‡™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’…Šƒ‡Ž•Ǥ–Š‡‘–Š‡”Šƒ†ǡ
ƒ‘‰•––Š‡•—’’‘”–‡†Š›’‘–Š‡•‡•‘–Š‡˜ƒ”‹ƒ„Ž‡•ǡ‹–‹•ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•–Šƒ–‡š‡”––Š‡
‘•–•‹‰‹ˆ‹…ƒ–‹ˆŽ—‡…‡–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ǡˆ‘ŽŽ‘™‡†„›’‡”ˆ‘”ƒ…‡
‡š’‡…–ƒ…›Ǥ —”–Š‡”ƒƒŽ›•‡•—•‹‰‰”‘—’…‘’ƒ”‹•‘•ƒ”‡ƒ†‡–‘†‹•…‡”–Š‡†‹ˆˆ‡”‡…‡•„‡–™‡‡
–Š‡ˆ‘‘††‡Ž‹˜‡”›—•‡”•ƒ†–Š‡–‘—”‹•„‘‘‹‰—•‡”•Ǥ
 Ͷͺ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

Figure 3. SEM results (Food delivery model)

Š‡ˆ‘‘††‡Ž‹˜‡”›…‘–‡š–›‹‡Ž†•˜‡”›•‹‹Žƒ””‡•—Ž–•™‹–Š–Š‡‘˜‡”ƒŽŽ‘†‡ŽǤ Š‡”‡ƒ”‡ǡŠ‘™‡˜‡”ǡ
•Ž‹‰Š– †‹ˆˆ‡”‡…‡• •—…Š ƒ• –Š‡ ™‡ƒ‡” ’‘•‹–‹˜‡ ƒ† •‹‰‹ˆ‹…ƒ– ‡ˆˆ‡…–• ‘ˆ ˆƒ…‹Ž‹–ƒ–‹‰ …‘†‹–‹‘• ƒ†
Š‡†‘‹…‡š’‡…–ƒ–‹‘•–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡–‡…Š‘Ž‘‰›ǤŠ‡”‡ƒ”‡ƒŽ•‘•‘‡†‹ˆˆ‡”‡…‡•
– –Š‡‡ˆˆ‡…–•‘ˆ•‘…‹ƒŽ‹ˆŽ—‡…‡–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡–‡…Š‘Ž‘‰›ƒ”‡•–”‘‰‡”…‘’ƒ”‡†
–‘–Š‡‘˜‡”ƒŽŽ‘†‡ŽǤ

Figure 4. SEM results (Tourism booking model)

Š‡–‘—”‹•„‘‘‹‰…‘–‡š–›‹‡Ž†•‘”‡•—”’”‹•‹‰”‡•—Ž–•ǤŠ‹Ž‡–”—•–”‡ƒ‹•–‘„‡ƒ•‹‰‹ˆ‹…ƒ–
ƒ†’‘•‹–‹˜‡‹ˆŽ—‡…‡ǡ–Š‡”‡•—Ž–•’”‘˜‹†‡‘•–ƒ–‹•–‹…ƒŽ•—’’‘”–ˆ‘”›’‘–Š‡•‡•ʹ–‘͸Ǥ —”–Š‡”‘”‡ǡ
ƒ• ˆƒ” ƒ• –‘—”‹• „‘‘‹‰ —•‡”• ƒ”‡ …‘…‡”‡†ǡ ‡ˆˆ‘”– ‡š’‡…–ƒ…› ƒ† •‘…‹ƒŽ ‹ˆŽ—‡…‡ ‡˜‡ ‡š‡”–
‡‰ƒ–‹˜‡‹ˆŽ—‡…‡–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›Ǥ
‘ˆ—”–Š‡”†‹•…‡”–Š‡†‹ˆˆ‡”‡…‡•„‡–™‡‡–Š‡–™‘”‡•‡ƒ”…Š…‘–‡š–•ǡ„‘‘–•–”ƒ’’‹‰–‘ƒ––ƒ‹œǦ
•…‘”‡•‹•‡’Ž‘›‡†ǤŠ‡”‡•—Ž–•ǡ†‡–ƒ‹Ž‡†‹ƒ„Ž‡Ͷǡ•Š‘™–Šƒ––Š‡”‡ƒ”‡•‹‰‹ˆ‹…ƒ–†‹ˆˆ‡”‡…‡•„‡–™‡‡
–Š‡–™‘‹–Š‡ƒ”‡ƒ•‘ˆ–”—•––‘™ƒ”†•ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•ƒ†Š‡†‘‹…‡š’‡…–ƒ–‹‘•ǡ™‹–Š–Š‡ˆ‘”‡”
 Erik Paolo Capistrano Ͷͻ

›‹‡Ž†‹‰ –Š‡ ‘•– •‹‰‹ˆ‹…ƒ– †‹ˆˆ‡”‡…‡ ‘ˆ –Š‡ ƒŽŽǤ Š‡”‡ ‹• ƒŽ•‘ ƒ •‹‰‹ˆ‹…ƒ– †‹ˆˆ‡”‡…‡ ‹ •‘…‹ƒŽ
‹ˆŽ—‡…‡–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›Ǥ–Š‡‘–Š‡”Šƒ†ǡ–Š‡”‡ƒ”‡˜‡”›‹‹ƒŽ
†‹ˆˆ‡”‡…‡•‹–‡”•‘ˆ–”—•––‘™ƒ”†•‡ˆˆ‘”–‡š’‡…–ƒ…›ƒ†Š‡†‘‹…‡š’‡…–ƒ–‹‘•–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ
‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›Ǥ††‹–‹‘ƒŽŽ›ǡ–Š‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•‘—–’‡”ˆ‘”–Š‡–‘—”‹•„‘‘‹‰
•‡”˜‹…‡•‹–‡”•‘ˆ–Š‡‹ˆŽ—‡…‡‘ˆ–”—•–ƒ…”‘••–Š‡†‹‡•‹‘•ƒ†Š‘™‡ˆˆ‘”–‡š’‡…–ƒ…›ƒ†
•‘…‹ƒŽ‹ˆŽ—‡…‡ƒˆˆ‡…–„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›Ǥ

Table 4. SEM group comparisons (z-scores)

Hypothesis Relationship z-score
ͳƒ  ǦͳǤͷͳͲ
ͳ„  ǦͲǤͲʹ͵
ͳ…  ǦͲǤ͵ͷͶ
ͳ†   Ǧ͵Ǥ͸ͷͳȗȗȗ
ͳ‡  Ǧ͵Ǥͳͻͻȗȗȗ
ʹ  ͳǤͲ͸͸
͵  ǦͲǤ͸͸ͻ
Ͷ  ǦʹǤͷͷͳȗȗ
ͷ  ͲǤͶͳ͵
͸  ͲǤͲͺͷ

5 Discussions

5.1 Conclusions
ƒ› Šƒ˜‡ ”‡’‡ƒ–‡†Ž› •ƒ‹† –Šƒ– ‡Ǧ…‘‡”…‡ ƒ† ƒ‹‰ –”ƒ•ƒ…–‹‘• ‘Ž‹‡ ‹• –Š‡ ™ƒ› –‘ ‰‘
ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡʹͲʹͲǢƒ•‹‰ƒǡʹͲʹͲȌǡ‡…‘—”ƒ‰‹‰„—•‹‡••‡•ƒ†•‘…‹‡–‹‡•–‘–ƒ‡ƒ†˜ƒ–ƒ‰‡‘ˆ‹–•
—‡”‘—•‘’’‘”–—‹–‹‡•ȋǤ‡–”ƒ†‘‘ǡʹͲͳ͹Ǣƒ’’Ž‡”Ǥ…‘ǡʹͲʹͲȌǤ•ƒ”‡•’‘•‡ǡƒ›
…‘’ƒ‹‡•Šƒ˜‡„‡‡„—‹Ž†‹‰—’–Š‡‹”‘Ž‹‡’”‡•‡…‡•‹–Š‡Š‘’‡•‘ˆ‰”ƒ„„‹‰ƒ•‹‰‹ˆ‹…ƒ–•Šƒ”‡‘ˆ
–Š‡†‹‰‹–ƒŽ‡…‘‘‹…’‹‡ȋ‡’ƒ”–‡–‘ˆ‘—”‹•ǡʹͲʹͲǢ‹ƒ‰•‘ǡʹͲͳͺǢƒƒŽƒ‰ǡʹͲʹͲȌǤ‘™‡˜‡”ǡ
†‡•’‹–‡–Š‡•‡”‘•›ƒ†‡‰ƒ‰‹‰’‹…–—”‡•ƒ†ƒ””ƒ–‹˜‡•‘ˆ‘’’‘”–—‹–‹‡•ǡ”—•Š‹‰–Š”‘—‰Š–Š‡™‘”Ž†
‘ˆ‡Ǧ…‘‡”…‡‹‹–•ƒ›†‹ˆˆ‡”‡–ˆ‘”•‹•‘–ƒ‰‘‘†•–”ƒ–‡‰›Ǥ‡’‡ƒ–‡†Ž›•–”‡••‡†‘˜‡”ƒ››‡ƒ”•
‘ˆ”‡•‡ƒ”…Š‹•–Šƒ–…‘’ƒ‹‡•ƒ†‹†‹˜‹†—ƒŽ•—•–—†‡”•–ƒ†™Šƒ–‡…‘—”ƒ‰‡•…‘•—‡”•–‘–—”
ƒ†”‡–—”–‘–Š‡•‡‘Ž‹‡…Šƒ‡Ž•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ
‘ ”‡‹–‡”ƒ–‡ǡ –Š‹• ”‡•‡ƒ”…Š ‡’Ž‘›• ƒ ™‡ŽŽǦ‡•–ƒ„Ž‹•Š‡† –Š‡‘”‡–‹…ƒŽ ‘†‡Žǡ –Š‡  ‘†‡ŽǤ –
†‡Ž˜‡• ‹–‘ –Š‡ Š‹Ž‹’’‹‡ ‡Ǧ…‘‡”…‡ ‡˜‹”‘‡–ǡ –‘—…Š‹‰ ‘ –™‘ †‹ˆˆ‡”‡– …‘–‡š–• ‘ˆ ˆ‘‘†
†‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰Ǥ ‘–Š •‡”˜‹…‡• ƒ˜ƒ‹Žƒ„Ž‡ –‘ —•‡”• ˜‹ƒ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•Ǥ Š‹•
research’s ’—”’‘•‡‹•–‘’”‘˜‹†‡ˆ—”–Š‡”‹•‹‰Š–•‘™Šƒ–•Š‘—Ž†…‘’ƒ‹‡•™ƒ–‹‰–‘‡•–ƒ„Ž‹•Šƒ†
‡Šƒ…‡–Š‡‹”‘Ž‹‡…‘‡”…‹ƒŽ’”‡•‡…‡•—•–†‘–‘ˆ—”–Š‡”‡–‹…‡ƒ†‡‰ƒ‰‡–Š‡‹”…—•–‘‡”•Ǥ
•—ƒ”›‘ˆ–Š‡”‡•‡ƒ”…Š”‡•—Ž–•‹••Š‘™‹ƒ„Ž‡ͷǤ

Table 5. Summary of research results

Food Tourism
Overall
Hypothesis Statement Delivery Booking
Model
Model Model
Filipino users’ trust ’‘•‹–‹˜‡Ž›‹ˆŽ—‡…‡•–Š‡‹”
’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›‹˜‘Ž˜‹‰‘Ž‹‡ˆ‘‘†
ͳƒ —’’‘”–‡† —’’‘”–‡† —’’‘”–‡†
†‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ trust positively influences their
ͳ„ ‡ˆˆ‘”–‡š’‡…–ƒ…›‹˜‘Ž˜‹‰‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”› —’’‘”–‡† —’’‘”–‡† —’’‘”–‡†
ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ
 ͷͲ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

Food Tourism
Overall
Hypothesis Statement Delivery Booking
Model
Model Model
Filipino users’ trust positively influences their
ͳ… •‘…‹ƒŽ‹ˆŽ—‡…‡‹˜‘Ž˜‹‰‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”› —’’‘”–‡† —’’‘”–‡† —’’‘”–‡†
ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ trust positively influences their
ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•‹˜‘Ž˜‹‰‘Ž‹‡ˆ‘‘†
ͳ† —’’‘”–‡† —’’‘”–‡† —’’‘”–‡†
†‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ trust positively influences their
Š‡†‘‹…‘–‹˜ƒ–‹‘•‹˜‘Ž˜‹‰‘Ž‹‡ˆ‘‘†
ͳ‡ —’’‘”–‡† —’’‘”–‡† —’’‘”–‡†
†‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ performance expectancy positively
‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡ ‘–
ʹ —’’‘”–‡† —’’‘”–‡†
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ† •—’’‘”–‡†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ effort expectancy positively
‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡ ‘– ‘– ‘–
͵
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ† •—’’‘”–‡† •—’’‘”–‡† •—’’‘”–‡†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ social influence positively
‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡ ‘–
Ͷ —’’‘”–‡† —’’‘”–‡†
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ† •—’’‘”–‡†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ facilitating conditions ’‘•‹–‹˜‡Ž›
‹ˆŽ—‡…‡–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡ ‘–
ͷ —’’‘”–‡† —’’‘”–‡†
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ† •—’’‘”–‡†
‘„‹Ž‡ƒ’’•Ǥ
Filipino users’ hedonic motivations positively
‹ˆŽ—‡…‡–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡ ‘–
͸ —’’‘”–‡† —’’‘”–‡†
ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ† •—’’‘”–‡†
‘„‹Ž‡ƒ’’•Ǥ

‘–Š‹•‡†ǡ–Š‹•”‡•‡ƒ”…Š’‘•‡•–™‘“—‡•–‹‘•ǡ™Š‹…Šƒ”‡‘™†‹•…—••‡†„ƒ•‡†‘–Š‡‡’‹”‹…ƒŽ
ˆ‹†‹‰•ǣ
RQ1: Šƒ– ˆƒ…–‘”• ‹ˆŽ—‡…‡ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•
ƒ……‡’–ƒ…‡ƒ†—•‡ǫ
”‘ƒ‘˜‡”ƒŽŽ’‡”•’‡…–‹˜‡ǡ‘–ƒŽŽˆƒ…–‘”•–Šƒ–…ƒ’‘–‡–‹ƒŽŽ›‹ˆŽ—‡…‡–Š‡ƒ……‡’–ƒ…‡ƒ†—•‡‘ˆ
–‡…Š‘Ž‘‰›ˆ‘”ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ƒ‡–Š‡…—–Ǥ–Š‡‘˜‡”ƒŽŽ‘†‡Žǡ
ˆƒ…‹Ž‹–ƒ–‹‰ …‘†‹–‹‘•ǡ ˆ‘ŽŽ‘™‡† „› ’‡”ˆ‘”ƒ…‡ ‡š’‡…–ƒ…›ǡ ƒ”‡ –Š‡ ‘•– ‹ˆŽ—‡–‹ƒŽ –‘™ƒ”†•
„‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›Ǥ Š‡ –Š‹”† –Šƒ– ‡š‡”–• ƒ •‹‰‹ˆ‹…ƒ– ’‘•‹–‹˜‡ ‡ˆˆ‡…– ‹• •‘…‹ƒŽ
‹ˆŽ—‡…‡ǡˆ‘ŽŽ‘™‡†„›Š‡†‘‹…‡š’‡…–ƒ–‹‘•Ǥ‘™‡˜‡”ǡ‡ˆˆ‘”–‡š’‡…–ƒ…›‡˜‡’”‘˜‡•–‘„‡ƒ‡‰ƒ–‹˜‡ǡ
ƒŽ„‡‹–‘–•‹‰‹ˆ‹…ƒ–ǡ†‡–‡”‹ƒ–Ǥ

‘‹‰†‡‡’‡”‹–‘‡ƒ…Š…‘–‡š– ‘ˆˆ‡”•ƒ‹–‡”‡•–‹‰•–‘”›Ǥ ‘”‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ǡ–Š‡
‘”†‡” ‘ˆ ˆƒ…–‘”• ˆ”‘ –Š‡ ‘•– ‹ˆŽ—‡–‹ƒŽ –‘ –Š‡ Ž‡ƒ•– ‹ˆŽ—‡–‹ƒŽ ƒ”‡ ƒ• ˆ‘ŽŽ‘™•ǣ •‘…‹ƒŽ ‹ˆŽ—‡…‡ǡ
’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•ǡŠ‡†‘‹…‡š’‡…–ƒ–‹‘•ǡƒ†‡ˆˆ‘”–‡š’‡…–ƒ…›Ǥ —•–Ž‹‡
–Š‡ ‘˜‡”ƒŽŽ ‘†‡Žǡ ƒŽŽ –Š‡  ˆƒ…–‘”•ǡ ‡š…‡’– ˆ‘” ‡ˆˆ‘”– ‡š’‡…–ƒ…›ǡ ‡š‡”– ƒ ’‘•‹–‹˜‡Ž› •‹‰‹ˆ‹…ƒ–
‹ˆŽ—‡…‡–‘™ƒ”†•„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›Ǥ‹‡™‹•‡ǡ‡ˆˆ‘”–‡š’‡…–ƒ…›Šƒ•ƒ‡‰ƒ–‹˜‡
‹ˆŽ—‡…‡ǤŠ‡‹–‡”‡•–‹‰‹•‹‰Š–ƒ„‘—––Š‹•‹•–Šƒ–‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ”‡”‡Žƒ–‹˜‡Ž›‡™‹
–Š‡Š‹Ž‹’’‹‡•ǡƒ†–Š‡”‡ˆ‘”‡–Š‡…‘’‡–‹–‹˜‡ˆ‹‡Ž†‹••–‹ŽŽˆ”‡•Šƒ†‘’‡–‘ƒŽ‘–‘ˆ’‘••‹„‹Ž‹–‹‡•ƒ†
…ŠƒŽŽ‡‰‡•Ǥ••—…Šǡ…Šƒ‡Ž•‘ˆ™‘”†Ǧ‘ˆǦ‘—–Šƒ†’‡‡”’”‡••—”‡ǡ™Š‹…Šƒ”‡•‹‰‹ˆ‹…ƒ–•‘—”…‡•‘ˆ
•‘…‹ƒŽ‹ˆŽ—‡…‡ǡƒ”‡’”‡˜ƒŽ‡–‹ƒ‹‰†‡…‹•‹‘•ƒ•–‘™Šƒ–‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›’Žƒ–ˆ‘”•–‘—•‡
ȋŽƒŽ™ƒǡʹͲʹͲǢœœƒ–‹ǡʹͲʹͲǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌǤ
‘” ‘Ž‹‡ –‘—”‹• „‘‘‹‰•ǡ ™Šƒ– ‹• •—”’”‹•‹‰ ‹• –Šƒ– ‘‡ ‘ˆ –Š‡  ˆƒ…–‘”• ’”‘˜‡† –‘ „‡
•–ƒ–‹•–‹…ƒŽŽ›•‹‰‹ˆ‹…ƒ–Ǥˆƒ…–ǡ„‘–Š‡ˆˆ‘”–‡š’‡…–ƒ…›ƒ†•‘…‹ƒŽ‹ˆŽ—‡…‡‡˜‡’”‘˜‡†–‘„‡‡‰ƒ–‹˜‡
†‡–‡”‹ƒ–• ‘ˆ „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›Ǥ ˆ –Š‘•‡ –Šƒ– ‡š‡”– ƒ ’‘•‹–‹˜‡ ‹ˆŽ—‡…‡ǡ
 Erik Paolo Capistrano ͷͳ

ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•ƒ”‡–Š‡‘•–ˆƒ˜‘”ƒ„Ž‡ǡˆ‘ŽŽ‘™‡†„›’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡƒ†–Š‡Š‡†‘‹…
‡š’‡…–ƒ–‹‘•ǡ ƒŽ„‡‹– ƒŽŽ ƒ”‡ ‘– •‹‰‹ˆ‹…ƒ–Ǥ †‡‡†ǡ „‡‹‰ ‘”‡ ‡•–ƒ„Ž‹•Š‡† ‹ –Š‡ Š‹Ž‹’’‹‡ ‡Ǧ
…‘‡”…‡†‘ƒ‹ǡ–‘—”‹•„—•‹‡••‡••—…Šƒ•ƒ‹”Ž‹‡•ƒ†Š‘–‡Žƒ……‘‘†ƒ–‹‘•ǡƒ†‡˜‡‹–‹‡”ƒ”›
’Žƒ‹‰ǡƒ”‡‹‘”‡ƒ–—”‡•‡…–‘”•…‘’ƒ”‡†–‘–Š‡‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•Ǥ••—…Šǡ—•‡”•Ž‘‘
–‘ƒ„‹‰‰‡”ƒ†„”‘ƒ†‡”•‡–‘ˆˆƒ…–‘”•–Šƒ–™‘—Ž†Œ—•–‹ˆ›–Š‡‹”ƒ……‡’–ƒ…‡ǡ—•‡ǡƒ†…‘–‹—‘—•—•‡‘ˆ
‘Ž‹‡ –‘—”‹• „‘‘‹‰ •‡”˜‹…‡• ȋƒŽ‹ƒ Ƭ †”ƒ™ƒ–‹ǡ ʹͲͳͻȌǡ ‹•–‡ƒ† ‘ˆ Ž‘‘‹‰ ƒ– Œ—•– ‘‡ ‘” –™‘
ˆƒ…–‘”•–Šƒ–™‘—Ž†•–ƒ†‘—–ˆ‘”–Š‡ǤŠ‹•”‡•—Ž–•‹•‘‡ˆƒ…–‘”•Ž‘•‹‰–Š‡‹”‹’‘”–ƒ…‡ƒ•ˆƒ”ƒ•
–‡…Š‘Ž‘‰›—•‡‹•…‘…‡”‡†ȋƒƬ‘‹ǡʹͲͳͺȌǤ†ƒ’’ƒ”‡–Ž›ǡ–Š‹•‡ƒ•–Šƒ––Š‡”‡ƒ”‡•‘‡‹••—‡•
™‹–Š–Š‡’”‡•‡–ˆ—…–‹‘•ǡˆ‡ƒ–—”‡•ǡƒ†…‘†‹–‹‘•–Šƒ–ƒ‡—•‡”•–Š‹–™‹…‡ƒ„‘—–”‡‰—Žƒ”Ž›—•‹‰
‘Ž‹‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡•Ǥ
‡‘ˆ–Š‡•‡ˆƒ…–‘”•ƒ›„‡–Š‡’”‹…‡ƒ†–Š‡’‡”…‡‹˜‡†˜ƒŽ—‡–Šƒ–…—•–‘‡”•‡š’‡…–ˆ”‘–‘—”‹•
„—•‹‡••‡•ǡ•—…Šƒ•ƒ‹”Ž‹‡•ƒ†Š‘–‡Žƒ……‘‘†ƒ–‹‘•ȋƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œ
Ƭ ƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡ ʹͲͳͶǢ ƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ ”‹…‡• ‘ˆ –‘—”‹•Ǧ„ƒ•‡† ƒ…–‹˜‹–‹‡• ƒ”‡ ‘„˜‹‘—•Ž› Š‹‰Š‡”
–Šƒˆ‘‘†ƒ†ˆ‘‘†•‡”˜‹…‡•Ǥ‹‹Žƒ”Ž›ǡ–‘—”‹•Ǧbased activities’ perceived value is also quite different.
—•–‘‡”••’‡†ƒ‘„˜‹‘—•Ž›Ž‘‰‡”’‡”‹‘†‘ˆ–‹‡–‘’Žƒˆ‘”ǡ’—”…Šƒ•‡ƒ†…‘•—‡–‘—”‹•Ǧ„ƒ•‡†
•‡”˜‹…‡•ǡ…‘’ƒ”‡†–‘ˆ‘‘†ƒ†ˆ‘‘†•‡”˜‹…‡•ǤŠ‡”‡ˆ‘”‡ǡ‹–…ƒ„‡‹’Ž‹‡†–Šƒ–…—•–‘‡”•™‘—Ž†„‡
‘”‡ •–”‹‰‡–ǡ ‘”‡ †‹•…”‹‹ƒ–‹‰ǡ ƒ† Ž‡•• ƒ……‘‘†ƒ–‹‰ –‘™ƒ”†• –Š‡ —–‹Ž‹–ƒ”‹ƒ ƒ† ‘Ǧ
—–‹Ž‹–ƒ”‹ƒ ˆƒ…–‘”• ‹ˆŽ—‡…‹‰ –Š‡‹” „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• –‘ „‘‘
–‘—”‹• •‡”˜‹…‡•Ǥ Š‹• ‡ƒ• –Šƒ– –Š‡ –‘—”‹• „‘‘‹‰ •‡”˜‹…‡• ˆƒ…‡ ‘”‡ ’”‡••—”‡ ƒ† ƒ”‡ —†‡”
greater scrutiny to prove that they have earned the customers’ trust by ensuring –Šƒ––Š‡›Šƒ˜‡˜‡”›
‰‘‘†™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’…Šƒ‡Ž•ˆ‘”–Š‡‹”…—•–‘‡”•–‘—•‡Ǥ
RQ2: Šƒ– ‹• –Š‡ ”‘Ž‡ ‘ˆ –”—•– ‹ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•
ƒ……‡’–ƒ…‡ƒ†—•‡ǫ
”—•– ‹• †‡ˆ‹‹–‡Ž› ƒ ˆƒ…–‘”Ǥ Š‹• ”‡•‡ƒ”…Š Š‹‰ŠŽ‹‰Š–• –Šƒ– –”—•– ‹• ‹†‡‡† ƒ ’”‡…—”•‘” –‘ —•‡”
‡š’‡…–ƒ–‹‘•ƒ†‡˜ƒŽ—ƒ–‹‘•ǡ•Šƒ’‹‰™Šƒ––Š‡›–Š‹–Š‡›™‘—Ž†‡š’‡”‹‡…‡‘…‡–Š‡›‰‡––‘—•‡–Š‡
–‡…Š‘Ž‘‰› ȋƒ’‹•–”ƒ‘ǡ ʹͲʹͲǢ …‹‰Š– Ƭ Š‡”˜ƒ›ǡ ʹͲͲͳǢ …‹‰Š– ‡– ƒŽǤǡ ʹͲͲʹǢ ‡ƒ–‡•Š ‡– ƒŽǤǡ
ʹͲͳͳȌǡ‹–Š‹•…ƒ•‡‹–Š‡ˆ‘”‘ˆƒ™‡„•‹–‡‘”‘„‹Ž‡ƒ’’Ǥˆƒ…–ǡ–”—•–‹•˜‡”›•–”‘‰–‘™ƒ”†•ƒŽŽˆ‹˜‡
Ǧ”‡Žƒ–‡†˜ƒ”‹ƒ„Ž‡•ǡ•‹‰‹ˆ›‹‰–Šƒ–‡•–ƒ„Ž‹•Š‹‰‹‹–‹ƒŽ–”—•–™‘”–Š‹‡••‹•˜‡”›‹’‘”–ƒ–‹–Š‡
‡˜ƒŽ—ƒ–‹‘ ‘ˆ –Š‡ —–‹Ž‹–ƒ”‹ƒǡ ‡˜‹”‘‡–ƒŽǡ ƒ† Š‡†‘‹… …‘’‘‡–• –Šƒ– …‘’”‹•‡ –‡…Š‘Ž‘‰›
ƒ……‡’–ƒ…‡ ƒ† —•‡ ‹ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† ‘Ž‹‡ –‘—”‹• „‘‘‹‰Ǥ  –Š‡ ‘˜‡”ƒŽŽ ‘†‡Žǡ –”—•–
‡š‡”–•–Š‡‘•–’‘•‹–‹˜‡‹ˆŽ—‡…‡–‘™ƒ”†•‡ˆˆ‘”–‡š’‡…–ƒ…›ƒ†–‘™ƒ”†•ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•ǡƒ•
”‡’”‡•‡–‡†„› „‘–Š –Š‡‹””‡•’‡…–‹˜‡ •–ƒ†ƒ”†‹œ‡†…‘‡ˆˆ‹…‹‡–•ƒ†„› –Š‡ ‘†‡Žˆ‹–ʹ˜ƒŽ—‡•Ǥ
‹‹Žƒ”ˆ‹†‹‰•…ƒƒŽ•‘„‡ˆ‘—†‹–Š‡•’‡…‹ˆ‹……‘–‡š–•‘ˆ–Š‡Š‹Ž‹’’‹‡‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†
–‘—”‹•„‘‘‹‰•‡”˜‹…‡•Ǥ
—”–Š‡”‘”‡ǡ–Š‡•‡”‡•—Ž–•‹ŽŽ—•–”ƒ–‡–Š‡’”‡••—”‡• ‘…‘’ƒ‹‡•‹–Š‡•‡–™‘•‡”˜‹…‡•‡…–‘”•–‘
†‡Ž‹˜‡”‘–Šƒ–‹‹–‹ƒŽ–”—•–Ǥ•‡”•ƒ†…—•–‘‡”•ƒŽ”‡ƒ†›–”—•––Š‡…‘’ƒ‹‡•ƒ†–Š‡„”ƒ†•„‡Š‹†
–Š‡•‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ǤŠ‡”‡ˆ‘”‡ǡ–Š‡”‡‹•’”‡••—”‡–‘ˆ‘ŽŽ‘™–Š”‘—‰Š‘
–Šƒ––”—•–ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌƒ†–‘‡•—”‡–Šƒ––Š‡–‡…Š‘Ž‘‰›‹•‹†‡‡†•‘—†ƒ†™‘”–Š›‘ˆ
–Šƒ– –”—•– –Š”‘—‰Š ˜ƒ”‹‘—• —–‹Ž‹–ƒ”‹ƒǡ ‡˜‹”‘‡–ƒŽǡ ƒ† ‡˜‡ Š‡†‘‹… ‡ƒ• ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ
ʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ’’Ž‡”Ǥ…‘ǡʹͲʹͲǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•Šǡ
ʹͲͳͻȌǤ

5.2 Theoretical Implications

Š‹•”‡•‡ƒ”…Š’”‘˜‹†‡•‘”‡‡’‹”‹…ƒŽ•—’’‘”–ˆ‘”–Š”‡‡–Š‡‘”‡–‹…ƒŽ‹’Ž‹…ƒ–‹‘•ǤŠ‡ˆ‹”•–‹•–Š‡
—•‡‘ˆƒ•ƒ–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”–‘ƒƒŽ›œ‡’”‡•‡–Ǧ†ƒ›–‡…Š‘Ž‘‰‹‡•ǡ•—…Šƒ•™‡„•‹–‡•ƒ†
‘„‹Ž‡ ƒ’’• ƒ• …Šƒ‡Ž• ˆ‘” ‡Ǧ…‘‡”…‡ǡ ƒ† —†‡”•–—†‹‡† …‘–‡š–•ǡ •—…Š ƒ• –Š‡ Š‹Ž‹’’‹‡•Ǥ •
‡–‹‘‡†ǡ‹–‹••—”’”‹•‹‰–Šƒ–ƒ›‹–Š‡‹†—•–”›Š‹‰ŠŽ‹‰Š––Š‡Š‹Ž‹’’‹‡•ƒ•ƒ‰Ž‘„ƒŽŠ—„ƒ†
‘‡‘ˆ–Š‡‘•–’‘’—Ž‘—•‹–‡”‡–—•‡”•ǡƒ†›‡––Š‡”‡‹•Ž‹––Ž‡ƒ…ƒ†‡‹…†‹•…‘—”•‡‘–Š‡‹”ƒ…–‹˜‹–‹‡•
‘Ž‹‡ǡ ‡•’‡…‹ƒŽŽ› ‘ –Š‡ ‡Ǧ…‘‡”…‡ •‹†‡ ‘ˆ ‹–‡”‡– —•‡ ȋƒ’‹•–”ƒ‘ǡ ʹͲʹͲȌǤ Š‡ ”‡•—Ž–• ‘ˆ –Š‹•
”‡•‡ƒ”…Š’”‘˜‹†‡‡’‹”‹…ƒŽ•—’’‘”–ˆ‘”–Š‡…‘–‹—‘—•—•‡‘ˆ–Š‡‘†‡Ž–‘‡šƒ‹‡†‡˜‡Ž‘’‹‰
ƒ†‡˜‘Ž˜‹‰ƒ†ǡƒ†–Š‡‹””‡•’‡…–‹˜‡ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ‘–‹—‘—•”‡•‡ƒ”…Š‘–Š‹•ƒ––‡”
‹•‘–‘Ž›‡‡†‡†ˆ‘”–Š‡”‘„—•–‡••‘ˆ–Š‡–Š‡‘”›ǡ„—–ƒŽ•‘ˆ‘”–Š‡’”‘’‡”ƒƒŽ›•‹•‘ˆ‡™–‡…Š‘Ž‘‰‹‡•
ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠ‹•”‡•‡ƒ”…Šƒ††•–‘–Š‡’‘‘Ž‘ˆ
‘™Ž‡†‰‡”‡‰ƒ”†‹‰–Š‡ƒ’’Ž‹…ƒ„‹Ž‹–›‘ˆ‹…‡”–ƒ‹–‡…Š‘Ž‘‰‹‡•ȋ™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’•Ȍ
 ͷʹ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

–Šƒ–ƒ”‡‹†‹ˆˆ‡”‡–’Šƒ•‡•‘ˆ–Š‡‹””‡•’‡…–‹˜‡Ž‹ˆ‡…›…Ž‡•ǡƒ†™‹–Š‹†‹ˆˆ‡”‡–•‡…–‘”•ȋˆ‘‘††‡Ž‹˜‡”›
ƒ†–‘—”‹•„‘‘‹‰ȌǤ
Š‡•‡…‘†‹•–Š‡‹–‡‰”ƒ–‹‘‘ˆ‘–Š‡”˜ƒ”‹ƒ„Ž‡•ǡ•—…Šƒ•Š‡†‘‹…Ǧ„ƒ•‡†‘–‹˜ƒ–‹‘•ǡ–‘…‘’Ž‡‡–
™Šƒ–‹•ƒŽ”‡ƒ†›ƒƒŽ›œ‹‰Ǥ”‡…‘‰‹œ‹‰ƒ‰”‡ƒ–‡”•‡–‘ˆ˜ƒ”‹ƒ„Ž‡•ƒ†’‡”•’‡…–‹˜‡•–Šƒ–…ƒ
‹ˆŽ—‡…‡„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ǡƒ‘”‡ƒ……—”ƒ–‡’‹…–—”‡‘ˆ”‡ƒŽ‹–›…ƒ„‡’ƒ‹–‡†
ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻȌǡ„—–™‹–Š‘—–Ž‘•‹‰–Š‡‘”‹‰‹ƒŽ‹–‡–‹‘•‘ˆ–Š‡–Š‡‘”›‹–•‡ŽˆǤ•†‡‘•–”ƒ–‡†
‹–Š‹•”‡•‡ƒ”…Š”‡•—Ž–•ƒ†ƒ•†‹•…—••‡†‹–Š‡Ž‹–‡”ƒ–—”‡”‡˜‹‡™ǡƒ††‹–‹‘•ƒ†”‡˜‹•‹‘•–‘‡š‹•–‹‰
–Š‡‘”‹‡• ƒ† ‘†‡Ž• —•– ‘– ”‡†‹”‡…– –Š‡ ƒ––‡–‹‘ ˆ”‘ ƒ† —•– ‘– —†‡”‹‡ –Š‡ ’”‡˜‹‘—•
…‘–”‹„—–‹‘• ‘ˆ –Š‡ ‘”‹‰‹ƒŽ ’”‘’‘‡–•ǡ „—– ”ƒ–Š‡” –Š‡•‡ —•– •–”‡‰–Š‡ –Š‡ ȋ‡ƒ–‡•Š ‡– ƒŽǤǡ
ʹͲͳ͸ȌǤŠ‡‹…Ž—•‹‘‘ˆŠ‡†‘‹…‡š’‡…–ƒ–‹‘•‡Šƒ…‡•–Š‡‘˜‡”ƒŽŽ‡š’Žƒƒ–‘”›’‘™‡”‘ˆ–Š‡
‘†‡Žǡ ƒ† –Š‡”‡ˆ‘”‡ —•– „‡ …‘•‹†‡”‡† ƒ• •‘‡–Š‹‰ –Šƒ– ƒ› ‡˜‡–—ƒŽŽ› „‡ ˆ—†ƒ‡–ƒŽ ‹ –Š‡
ƒ…ƒ†‡‹…†‹•…—••‹‘•‘ƒ†ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ
Š‡ –Š‹”† ‹• –Š‡ –Š‡‘”‡–‹…ƒŽ …‘–”‹„—–‹‘• ‘ˆ –”—•– –Š‡‘”› –‘ ƒ ‡•–ƒ„Ž‹•Š‡† ˆ”ƒ‡™‘” •—…Š ƒ•
ǤŠ‡”‡•—Ž–•Ž‡†‡’‹”‹…ƒŽ•—’’‘”–ˆ‘”–Š‡”‘Ž‡‘ˆ–”—•–‹–Š‡’‡”•’‡…–‹˜‡ǡ•’‡…‹ˆ‹…ƒŽŽ›
‘–Š‡‹’‘”–ƒ…‡‘ˆ–”—•–ƒ†–”—•–Ǧ„—‹Ž†‹‰‡ƒ•—”‡•ƒ•ƒ‡ƒ•–‘‡…‘—”ƒ‰‡ˆƒ˜‘”ƒ„Ž‡‡˜ƒŽ—ƒ–‹‘•
ƒ† ˆ‡‡†„ƒ… –‘™ƒ”†• –Š‡ ˜ƒ”‹‘—• ˆƒ…–‘”• ‹˜‘Ž˜‡† ‹ –Š‡ ƒ……‡’–ƒ…‡ ƒ† —•‡ ‘ˆ –‡…Š‘Ž‘‰›Ǥ Š‡•‡
ˆƒ…–‘”•—•–†‡Ž‹˜‡”‘–Š‡–”—•–‡šŠ‹„‹–‡†„›–Š‡—•‡”•ƒ––Š‡‹‹–‹ƒŽ•–ƒ‰‡•‘ˆ–Š‡ƒ……‡’–ƒ…‡ƒ†—•‡
‘ˆ–Š‡–‡…Š‘Ž‘‰›ƒ•’‘•‹–‡†‹–Š‡–”—•––Š‡‘”›…‹–‡†‹–Š‹•”‡•‡ƒ”…Šȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ
…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǡ‹–Š‡–Š‡‘”‡–‹…ƒŽƒ”‰—‡–••—’’‘”–‹‰–Š‡”‘Ž‡‘ˆ–”—•–‹–Š‡‘†‡Ž
ȋ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͳͳȌǡ ƒ† ‹  ”‡•‡ƒ”…Š ‹ ‰‡‡”ƒŽ ȋ‹‡ ‡– ƒŽǤǡ ʹͲͳͷǢ ƒ•ƒ–Šƒ—ƒ” Ƭ
”—’”ƒƒ•ŠǡʹͲͳͻȌǤ

5.3 Managerial Implications

Š‡ —•‡ ‘ˆ  ƒ† • –‘ •‹‰‹ˆ‹…ƒ–Ž› ‹’”‘˜‡ „—•‹‡•• ‘’‡”ƒ–‹‘•ǡ ƒ† –Š‡”‡„› •‹‰‹ˆ‹…ƒ–Ž›
‡Šƒ…‡…—•–‘‡”•‡”˜‹…‡ǡ—•–ƒŽ™ƒ›•„‡–Š‡‘˜‡”ƒ”…Š‹‰‘„Œ‡…–‹˜‡ƒ•ˆƒ”ƒ•–Š‡ƒƒ‰‡”‹ƒŽ•‹†‡‘ˆ
–Š‡‹” ƒ……‡’–ƒ…‡ ƒ† —•‡ ƒ”‡ …‘…‡”‡† ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‡’ƒ”–‡– ‘ˆ ‘—”‹•ǡ ʹͲʹͲǢ
‹ƒ‰•‘ǡ ʹͲͳͺǢ
‘ǡ ʹͲͳͺǢ Ǥ‡– ”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒƒŽƒ‰ǡ ʹͲʹͲǢ ƒ‹Žƒ –ƒ†ƒ”†
—•‹‡••ǡʹͲͳͺǢƒ•‹‰ƒǡʹͲʹͲǢƒ’’Ž‡”Ǥ…‘ǡʹͲʹͲǢ‘“—‡ǡʹͲʹͲȌǤ‡†‹ƒ–‡Ž›ǡ–Š‡‘•–‹’‘”–ƒ–
ƒƒ‰‡”‹ƒŽ‹’Ž‹…ƒ–‹‘†‡”‹˜‡†ˆ”‘–Š‹•”‡•‡ƒ”…Š‹•–Šƒ––Š‡•‡•‡”˜‹…‡’”‘˜‹†‡”•ƒ†–Š‡‹”™‡„•‹–‡
ƒ†‘„‹Ž‡ƒ’’†‡˜‡Ž‘’‡”•—•–‡š‡”–‘”‡‡ˆˆ‘”–‘‹’”‘˜‹‰–Š‡•‡…Šƒ‡Ž•Ǥ
’‡…‹ˆ‹…ƒŽŽ›ǡ –Š‡ ƒ–…Š‡• ƒ† ‹•ƒ–…Š‡• „‡–™‡‡ –Š‡ ‡ƒ• ƒ† –Š‡ •–ƒ†ƒ”†‹œ‡† Ž‘ƒ†‹‰• ƒ•
†‹•…—••‡† ‹ –Š‡   ”‡•—Ž–• ’”‘˜‹†‡ ‘”‡ •’‡…‹ˆ‹… †‹”‡…–‹‘• ƒ• –‘ ™Šƒ– ™‡„•‹–‡ ƒ† ‘„‹Ž‡ ƒ’’
†‡˜‡Ž‘’‡”• ƒ† ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ ƒƒ‰‡”• •Š‘—Ž† ‹˜‡•–‹‰ƒ–‡Ǥ ‘” ‹•–ƒ…‡ǡ ‹
•–”ƒ–‡‰‹œ‹‰ ˆ‘” –”—•–ǡ ™Š‹Ž‡ ‹– ‹• ‰‘‘† –Šƒ– –Š‡› ƒ”‡ ’—––‹‰ ƒ Ž‘– ‘ˆ ‡ˆˆ‘”– ‹–‘ –Š‡ •‡…—”‹–› ‘ˆ –Š‡
–”ƒ•ƒ…–‹‘•™‹–Š–Š‡‹”…—•–‘‡”•ǡ–Š‡›—•–‘–‡‰Ž‡…––‘‡‡’™Šƒ–‡˜‡”’”‘‹•‡–Š‡›ƒ‡–‘–Š‡‹”
…—•–‘‡”•Ǥ–ƒ’’‡ƒ”•–Šƒ––Š‡†‡˜‡Ž‘’‡”•ƒ†ƒƒ‰‡”•ƒ”‡Ž‘‘‹‰‘”‡‹–‘–Š‡–‡…Š‹…ƒŽ•‹†‡‘ˆ
–”—•–Ǧ„—‹Ž†‹‰ǡ”‹•‹‰‡‰Ž‡…–‹‰–Š‡„—•‹‡•••‹†‡‘ˆ–”—•–Ǧ„—‹Ž†‹‰ǡƒ†‡•—”‹‰–Šƒ––Š‡‹”…—•–‘‡”•
ƒ”‡ ‰‡––‹‰ ™Šƒ– –Š‡› ™ƒ–Ǥ ‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ƒ”‡ ƒ††‹–‹‘ƒŽ ‡ƒ• –‘ …‘˜‡› –Š‡ ƒ…–—ƒŽ
’”‘†—…–•ƒ†•‡”˜‹…‡•ǡ„—––Š‡”‡—•–ƒŽ•‘„‡ƒ††‹–‹‘ƒŽ‡ƒ•–‘‡•—”‡–Šƒ––Š‡…‘’ƒ›†‡Ž‹˜‡”•
‘™Šƒ–‡˜‡”’”‘‹•‡•–Š‡›ƒ‡–‘–Š‡‹”…—•–‘‡”•Ǥ‘–Š‡”…‘…‡”‹•‘‡ˆˆ‘”–‡š’‡…–ƒ…›ǡ™Šƒ–
…—•–‘‡”•™ƒ–‹•‰”‡ƒ–‡”‡ƒ•‡‘ˆƒ˜‹‰ƒ–‹‘–Š”‘—‰Š–Š‡™‡„•‹–‡‘”‘„‹Ž‡ƒ’’Ǥ
ƒ‹‹‰ƒ•–‡”›‘ˆ
–Š‡™‡„•‹–‡‘”‘„‹Ž‡ƒ’’‹•good, but if it is not easy to do so, then the developers’ and managers’
‡ˆˆ‘”–•–‘‡–‹…‡„‡––‡”‹–‡–‹‘•–‘—•‡ƒ”‡ƒ–”‹•–‘„‡™ƒ•–‡†Ǥ —”–Š‡”‘”‡ǡ™Šƒ–‹•‹–‡”‡•–‹‰‹•
–Š‡—•‡‘ˆ™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•ˆ‘”ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰–‘„‡’‡”…‡‹˜‡†ƒ•„‡‹‰
–”‡†›Ǥ–•‡‡•–Šƒ–ˆ‘”…—•–‘‡”•ǡ‰‘‹‰‘Ž‹‡–‘–”ƒ•ƒ…–‹••‡‡‹‰Ž›„‡…‘‹‰ƒ–”‡†ƒ•™‡ŽŽǡ
‡•’‡…‹ƒŽŽ›‰‹˜‡Š‘™Ž‘…ƒŽ‡†‹ƒ…Šƒ‡Ž•ƒ†Ž‘…ƒŽƒ”‡–‹‰‡ˆˆ‘”–•’‘”–”ƒ›–Š‡—•‡ƒ••—…ŠǤ
Š‡  ”‡•—Ž–• ƒŽ•‘ ’”‘˜‹†‡ †‡˜‡Ž‘’‡”• ƒ† ƒƒ‰‡”• ‹•‹‰Š–• ƒ† †‹”‡…–‹‘• ‘ ™Š‡”‡ –‘
•–”‡‰–Š‡ –Š‡‹” ‡š‹•–‹‰ ™‡„•‹–‡ ƒ† ‘„‹Ž‡ ƒ’’ …Šƒ‡Ž•Ǥ ‘” ‹•–ƒ…‡ǡ ƒ• ƒ …‘•‡“—‡…‡ ‘ˆ –Š‡
‹•ƒ–…Š ‹ ‡ˆˆ‘”– ‡š’‡…–ƒ…›ǡ –Š‹•  ˆƒ…–‘” ‹• ƒ…–—ƒŽŽ› –Š‡ ™‡ƒ‡•– ƒ† ‡˜‡ –Š‡ ‘•–
’”‘„Ž‡ƒ–‹…ƒ‘‰•–ƒŽŽˆƒ…–‘”•ǤŠ‹•‹•ƒ‹‡†‹ƒ–‡…‘…‡”ƒ†—•–„‡ƒ††”‡••‡†‹ˆ–Š‡‘˜‡”ƒŽŽ
‹–‡–‹‘•–‘—•‡–Š‡•‡–‡…Š‘Ž‘‰‹‡•™‹ŽŽ„‡•—•–ƒ‹‡†ǤŽ•‘ǡ™Š‹Ž‡–Š‡‘–Š‡”–‡…Š‹…ƒŽǡ‘”—–‹Ž‹–ƒ”‹ƒǡ
ƒ•’‡…–• ƒ”‡ †‘‹‰ ™‡ŽŽǡ ‘‡ —•– ‘– ˆ‘”‰‡– –Š‡ ‹ˆŽ—‡…‡• ‘ˆ –Š‡ ‡š–‡”ƒŽ ‡˜‹”‘‡– –‘™ƒ”†•
‡…‘—”ƒ‰‹‰‘”‡—•‡––Š‡ˆƒ…––Šƒ–—•‡”•Ž‘‘–‘‘–Š‡”’‡‘’Ž‡ˆ‘”‘’‹‹‘•ƒ†‡‰ƒ‰‡‹™‘”†Ǧ‘ˆǦ
‘—–ŠǤŠ‡”‡ƒ”‡•‘…‹ƒŽ’”‡••—”‡•–‘‡‰ƒ‰‡‹‡Ǧ…‘‡”…‡Ǥ‘—’Ž‡–Š‹•™‹–Š–Š‡‹ˆŽ—‡…‡‘ˆŠ‡†‘‹…
 Erik Paolo Capistrano ͷ͵

‡š’‡…–ƒ–‹‘•ǡ…‘’ƒ‹‡•…ƒ–Š‡”‡ˆ‘”‡…”ƒˆ–ƒ”‡–‹‰…ƒ’ƒ‹‰•ƒ”‘—†–Š‡•‡•‘…‹ƒŽ’”‡••—”‡•ƒ†
Š‡†‘‹…‡š’‡…–ƒ–‹‘•ƒ‹‡†ƒ–’‘”–”ƒ›‹‰ƒˆƒ˜‘”ƒ„Ž‡‹ƒ‰‡—•‹‰–Š‡•‡™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•–‘
order one’s next meal or to plan one’s next vacation.

5.4 Limitations and Directions for Future Research

‹˜‡ –Š‡ †‡ƒ”–Š ‘ˆ ’”‡˜‹‘—• ”‡•‡ƒ”…Šǡ ’—––‹‰ –Š‡ Š‹Ž‹’’‹‡  ”‡•‡ƒ”…Š ‹ –Š‡ ƒ‹•–”‡ƒ
ƒ…ƒ†‡‹…•’‘–Ž‹‰Š–”‡ƒ‹•–‘„‡ƒŽ‘‰ƒ††‹ˆˆ‹…—Ž–”‘ƒ†Ǥ”‘‹…ƒŽŽ›ǡƒ•–Š‡”‡•–‘ˆ–Š‡™‘”Ž†”‡…‘‰‹œ‡•
–Š‡Š‹Ž‹’’‹‡•–‘Šƒ˜‡ƒ˜‡”›Š—‰‡„ƒ•‡‘ˆ‹–‡”‡–—•‡”•ǡ›‡––Š‡”‡‹•Ž‹––Ž‡ƒ…ƒ†‡‹…ƒ––‡–‹‘ƒ†
†‹•…‘—”•‡ ‘ –Š‹•Ǥ —Ž–‹˜ƒ–‹‰ –Š‡ ’‘‘Ž ‘ˆ Ž‹–‡”ƒ–—”‡ ‹ –Š‹• …‘—–”› …‘–‡š–ǡ –Š‡”‡ˆ‘”‡ǡ ‹• ƒ ‘„˜‹‘—•
‘˜‡”ƒ”…Š‹‰†‹”‡…–‹‘ˆ‘”ˆ—–—”‡”‡•‡ƒ”…ŠǤŠ‹•‹•ƒ†‡‘”‡‹–‡”‡•–‹‰„›–Š‡‹…”‡ƒ•‡†‘’’‘”–—‹–›
ˆ‘” ˆ—–—”‡ ”‡•‡ƒ”…Š –‘ …‘’ƒ”‡ ’”‡Ǧ ƒ† ’‘•–ǦǦͳͻ …‘–‡š–• ‡Ǧ…‘‡”…‡ ƒ†‘’–‹‘ ƒ† —•‡
„‡Šƒ˜‹‘”•Ǥ Š‡ ‡ˆˆ‡…–• ‘ˆ Ǧͳͻ Šƒ˜‡ „‡‡ †‹ˆˆ‡”‡– ƒ…”‘•• †‹ˆˆ‡”‡– ‹†—•–”‹‡•Ǥ ‘‘† ƒ† ˆ‘‘†
•‡”˜‹…‡•Šƒ˜‡•‡‡ƒŠ—‰‡„‘‘•–‹–Š‡‹”‘Ž‹‡’”‡•‡…‡•ƒ†–”ƒ•ƒ…–‹‘•ƒ•’‡‘’Ž‡ƒ”‡—ƒ„Ž‡–‘‡ƒ–
‘—–ȋƒƒŽƒ‰ǡʹͲʹͲǢƒ•‹‰ƒǡʹͲʹͲǢƒ’’Ž‡”Ǥ…‘ǡʹͲʹͲȌǤ–Š‡ ‘–Š‡”Šƒ†ǡ–‘—”‹• ‹•‘‡‘ˆ–Š‡
Šƒ”†‡•– Š‹– „› –Š‡ ’ƒ†‡‹…ǡ ‡š’‡”‹‡…‹‰ ˜‡”› •‹‰‹ˆ‹…ƒ– †‡…Ž‹‡• ‹ „—•‹‡•• ƒ…–‹˜‹–‹‡• ȋ‘“—‡ǡ
ʹͲʹͲȌǤŠ‡‘”‹œ‹‰ƒ†ƒƒŽ›œ‹‰Š‘™•—…Šƒ•‹‰‹ˆ‹…ƒ–‡š–‡”ƒŽ ‡˜‹”‘‡–ƒŽ•Š‘…‹ˆŽ—‡…‡• ‡Ǧ
…‘‡”…‡ƒ†‘’–‹‘ƒ†—•‡„‡Šƒ˜‹‘”•ƒ††–‘–Š‡”‹…Š‡••‘ˆ–Š‹•‘’’‘”–—‹–›ˆ‘”ˆ—”–Š‡””‡•‡ƒ”…ŠǤ
 ”‡ƒŽ‹–›ǡ ™Š‹Ž‡ –Š‡› ƒ”‡ •‹‰‹ˆ‹…ƒ– ƒ† ƒ‰‰”‡••‹˜‡Ž› ‰”‘™‹‰ …‘–”‹„—–‘”• –‘ –Š‡‹” ”‡•’‡…–‹˜‡
‹†—•–”‹‡•ǡ –Š‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –Š‡ –‘—”‹• „‘‘‹‰ •‡…–‘”• ƒ”‡ ‡”‡Ž› ˆ”ƒ…–‹‘• ‘ˆ –Š‡ Žƒ”‰‡”
Š‹Ž‹’’‹‡ ‡Ǧ…‘‡”…‡ ’‹‡ ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ƒ•‹‰ƒǡ ʹͲʹͲǢ ƒ’’Ž‡”Ǥ…‘ǡ ʹͲʹͲȌǤ Š‡”‡ˆ‘”‡ǡ
‘–Š‡”‹†—•–”‹‡••‹‰‹ˆ‹…ƒ–Ž›‡‰ƒ‰‡†‹‡Ǧ…‘‡”…‡ǡ•—…Šƒ•–Š‡‘”‡‘„˜‹‘—•‘Ž‹‡”‡–ƒ‹Ž•Š‘’’‹‰
ƒ†„ƒ‹‰ǡƒ”‡…‘–‡š–•–Šƒ–—•–„‡‡šƒ‹‡†‹ˆ—–—”‡”‡•‡ƒ”…ŠǤ —”–Š‡”‘”‡ǡ•‹…‡–Š‡•‡†‹ˆˆ‡”‡–
‹†—•–”‹‡• …ƒ ‡š‹•– ƒ† ‘’‡”ƒ–‡ ‹ •‘‡ Š‹Ž‹’’‹‡ ‡Ǧ…‘‡”…‡ ‡…‘•›•–‡ǡ …‘’ƒ”‹•‘• ‘ˆ –Š‡•‡
‘–Š‡” ‹†—•–”‹‡• •‹‹Žƒ” –‘ ™Šƒ– –Š‹• ”‡•‡ƒ”…Š Šƒ• †‘‡ …ƒ ƒŽ•‘ „‡ ƒ†‡Ǥ  ƒ††‹–‹‘ǡ ‡˜‡ –Š‡
†‹ˆˆ‡”‡…‡• †—‡ –‘ –Š‡ ƒ–—”‡ ‘ˆ –Š‡ ‘”‰ƒ‹œƒ–‹‘• ‡’Ž‘›‹‰ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• —•– „‡
…‘•‹†‡”‡†Ǥ‘‡‘”‰ƒ‹œƒ–‹‘•‹‰Š–…‘•‹†‡”’—––‹‰—’–Š‡‹”‘™™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•ƒ†
†‹”‡…–Ž›‹–‡”ƒ…–™‹–Š–Š‡‹”…—•–‘‡”•ǡ™Š‹Ž‡‘–Š‡”•ƒ›‘’––‘—•‡ƒ–Š‹”†Ǧ’ƒ”–›™‡„•‹–‡ƒ†‘„‹Ž‡
ƒ’’ȋ‡Ǥ‰Ǥǡ ‘‘†’ƒ†ƒƒ†
”ƒ„ ‘‘†ˆ‘”ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†‘‘‹‰•Ǥ…‘ƒ†”‹’†˜‹•‘”ˆ‘”
–‘—”‹• „‘‘‹‰ •‡”˜‹…‡•ȌǤ –Š‡”• •–‹ŽŽ ƒ› ‡˜‡ †‘ „‘–ŠǤ Š‡ •ƒ‡ ‹• –”—‡ ™‹–Š †‡…‹•‹‘• ‘
ƒ‹–ƒ‹‹‰ƒ‘Ž‹‡’”‡•‡…‡˜‹ƒƒ™‡„•‹–‡‘Ž›ǡƒ‘„‹Ž‡ƒ’’‘Ž›ǡ‘”„‘–ŠǤŠ‡•‡ƒ††•‘‡‘”‡
Žƒ›‡”•‘ˆ…‘’ƒ”‹•‘•–‘„‡ƒ†‡ˆ‘”ˆ—–—”‡”‡•‡ƒ”…ŠǤ
Ž•‘ǡ –Š‡ †‡˜‡Ž‘’‡– ‘ˆ –Š‡  ‘†‡Ž Šƒ• ‹…Ž—†‡† ‘–Š‡” ˆƒ…–‘”• ƒ•‹†‡ ˆ”‘ –Š‡ –”—•– ƒ†
Š‡†‘‹… ‡š’‡…–ƒ–‹‘• ƒ† ‘–Š‡” ’‡”•’‡…–‹˜‡• ‘ –Š‡‹” ƒ’’Ž‹…ƒ–‹‘• ƒ• ™‡ŽŽ ȋ‡ƒ–‡•Š ‡– ƒŽǤǡ ʹͲͳͳǢ
‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ•ƒ”‰—‡†ǡ‡˜‡™‡ŽŽǦ‡•–ƒ„Ž‹•Š‡†–Š‡‘”‡–‹…ƒŽ‘†‡Ž••Š‘—Ž†‡˜‘Ž˜‡–‘‹…Ž—†‡
ƒ†–‡•–”‡Ž‡˜ƒ–˜ƒ”‹ƒ„Ž‡•–Šƒ–™‘—Ž†ƒ‡–Š‡ƒ’’Ž‹…ƒ„Ž‡–‘–Š‡‡˜‡”Ǧ…Šƒ‰‹‰–‹‡•‘ˆ–‡…Š‘Ž‘‰›
ƒ……‡’–ƒ…‡ ƒ† —•‡Ǥ ‘” ‘‡ǡ –Š‹• ”‡•‡ƒ”…Š Šƒ• —‡ƒ”–Š‡† •‘‡ ‹‹–‹ƒŽ ‹†‹…ƒ–‹‘• –‘—…Š‹‰ ‘
customers’ perceptions on how price and perceived value ca „‡ •‹‰‹ˆ‹…ƒ– ˆƒ…–‘”• ‹ˆŽ—‡…‹‰
„‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ ‡Ǧ…‘‡”…‡ …Šƒ‡Ž•Ǥ † •’‡ƒ‹‰ ‘ˆ –Š‡‘”‡–‹…ƒŽ ‘†‡Ž•ǡ •‹‹Žƒ” –‘
’”‡˜‹‘—••–—†‹‡•‹˜‘Ž˜‹‰–Š‡‡˜ƒŽ—ƒ–‹‘ƒ††‡…‹•‹‘•–‘—•‡–‡…Š‘Ž‘‰›ǡ–Š‡•ƒ‡…‘–‡š–•…ƒƒŽ•‘
„‡ƒƒŽ›œ‡†—†‡”‘–Š‡”–Š‡‘”‡–‹…ƒŽŽ‡•‡•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲȌǤŠ‡”‡ˆ‘”‡ǡƒŽŽ‹ƒŽŽǡ–Š‡•‡’”‘˜‹†‡
‘–Š‡”ƒ˜‡—‡•ˆ‘”ˆ—”–Š‡””‡•‡ƒ”…Šƒ•™‡ŽŽǤ
‘ˆ—”–Š‡”‡š’Ž‘‹––Š‹••—‰‰‡•–‹‘‘ˆŠƒ˜‹‰—Ž–‹’Ž‡ƒ†”‡’‡ƒ–‡†ƒƒŽ›•‡•‘–Š‡‘”‡–‹…ƒŽ‘†‡Ž•ǡ
Š‘™ –”—•– ‹• †‡ˆ‹‡† ‹ ƒ ‘Ž‹‡ …‘–‡š– •Š‘—Ž† ƒŽ•‘ „‡ ˆ—”–Š‡” ‡šƒ‹‡†Ǥ ‡…ƒ—•‡ ‘ˆ ‹–•
—Ž–‹†‹‡•‹‘ƒŽ‹–›ǡ –Š‡”‡ ƒ”‡ ƒ› ™ƒ›• –‘ †‡ˆ‹‡ –”—•– ƒ† ‹–• ”‘Ž‡ ™‹–Š‹ …‡”–ƒ‹ …‘–‡š–•
ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤŠ‹Ž‡‹–‹•’”‘˜‡‹–Š‹•”‡•‡ƒ”…Š–Šƒ–„—‹Ž†‹‰
–”—•–‹•ƒ˜‡”›‹’‘”–ƒ–…‘•‹†‡”ƒ–‹‘ǡˆ—–—”‡ƒ…ƒ†‡‹…‡š’Ž‘”ƒ–‹‘••Š‘—Ž†ˆ—”–Š‡”„—‹Ž†‘–Š‡•‡
’”‡•‡–”‡•—Ž–•ǤŠ‡›…ƒ‡š’‘—†‘–Š‡‘–Š‡”–Š‡‘”‡–‹…ƒŽ’‡”•’‡…–‹˜‡•‘ˆ–”—•–‹‘Ž‹‡…‘–‡š–•–‘
Šƒ˜‡ ƒ ‡˜‡ „‡––‡” —†‡”•–ƒ†‹‰ ‘ Š‘™ –‘ †‡˜‡Ž‘’ ƒ† ‡’Ž‘› ‹– –‘ ‡…‘—”ƒ‰‡ …‘–‹—‡† ‡Ǧ
…‘‡”…‡—•‡Ǥ
 ͷͶ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

Acknowledgments
Š‡ƒ—–Š‘”™‘—Ž†Ž‹‡–‘–Šƒ”‘ˆ‡••‘”‰‡•ƒ›ƒ‘ǡ‡‹‘”‡…–—”‡”ǡ‡•ƒ”ǤǤ‹”ƒ–ƒ…Š‘‘Ž‘ˆ
—•‹‡••ǡ ‹˜‡”•‹–› ‘ˆ –Š‡ Š‹Ž‹’’‹‡•ǡ ‹Ž‹ƒǡ ƒ† Š‡”  ͳ͹Ͷ ȋƒ”‡– ‡•‡ƒ”…ŠȌ …Žƒ••ǡ ‡…‘†
‡‡•–‡”…ƒ†‡‹…‡ƒ”ʹͲͳͻǦʹͲʹͲǡˆ‘”–Š‡‹”˜ƒŽ—ƒ„Ž‡‡ˆˆ‘”–•‹–Š‡†ƒ–ƒ…‘ŽŽ‡…–‹‘’”‘…‡••Ǥ

Author’s Note
Š‡ ‘”‹‰‹ƒŽ …‘…‡’– ‘ˆ –Š‹• ”‡•‡ƒ”…Š ™ƒ• ƒ†‡ ’”‹‘” –‘ –Š‡ Ǧͳͻ ’ƒ†‡‹…ǡ „—– –Š‡ †ƒ–ƒ
…‘ŽŽ‡…–‹‘ ‡ˆˆ‘”–• ™‡”‡ Šƒ’‡”‡† ™Š‡ –Š‡ Š‹Ž‹’’‹‡ ‰‘˜‡”‡– ‹’‘•‡† •–”‹…– “—ƒ”ƒ–‹‡
‡ƒ•—”‡•ǤŠƒ–™ƒ•‘”‹‰‹ƒŽŽ›ƒ’—”‡Ž›’ƒ’‡”Ǧ„ƒ•‡†•—”˜‡›™ƒ•…Šƒ‰‡†–‘ƒ…‘„‹‡†’ƒ’‡”Ǧ„ƒ•‡†
ƒ†‘Ž‹‡•—”˜‡›–‘‹‹‹œ‡ƒ›Š‡ƒŽ–Š”‹••–‘„‘–Š–Š‡”‡•‡ƒ”…Š‡”•ƒ†–Š‡”‡•’‘†‡–•Ǥ‡…‡ǡ
‘–‡–Šƒ–ƒ—„‡”‘ˆ–Š‡”‡•’‘•‡•ƒ†‡‹–Š‡•—”˜‡›ƒ›Šƒ˜‡„‡‡‹ˆŽ—‡…‡†„›–Š‡‡˜‹”‘‡–
…ƒ—•‡†„›–Š‡•‡“—ƒ”ƒ–‹‡‡ƒ•—”‡•ǡ™Š‹…Š™‡”‡†‹ˆˆ‹…—Ž––‘†‹•…‡”•‹…‡–Š‡–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”
ƒ’’Ž‹‡†–‘–Š‹•”‡•‡ƒ”…Š†‹†‘–ƒ……‘—–ˆ‘”ǦͳͻǦ”‡Žƒ–‡†•‹–—ƒ–‹‘•Ǥ
 Erik Paolo Capistrano ͷͷ

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ƒ†‡Ǧ
‘˜‡”‡–ǡ ‡Œ—•Žƒ†ǡ‡’—„Ž‹…‘ˆ‘”‡ƒǤ
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ƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ Ǥ ȋʹͲʹͲȌǤ Ǧ…‘‡”…‡ „‘‘• ‹  ƒ‹† ’ƒ†‡‹…Ǥ Manila BulletinǤ
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ƒ’’”‘ƒ…Š –‘ –Š‡ Š‹Ž‹’’‹‡•̵
‘˜‡”‡– ‡”˜‹…‡ •—”ƒ…‡ ›•–‡ ȋ
Ȍǡ –Š‡ ‘…‹ƒŽ ‡…—”‹–›
›•–‡ȋȌǡƒ†–Š‡—”‡ƒ—‘ˆ–‡”ƒŽ‡˜‡—‡ȋȌǤPhilippine Management Reviewǡ 27ȋͳȌǡͷ͹Ǧ
͹ͺǤ
‡’ƒ”–‡– ‘ˆ ‘—”‹•Ǥ ȋʹͲʹͲȌǤ DOT, TPB launch official Philippine travel app.
Š––’ǣȀȀ™™™Ǥ–‘—”‹•Ǥ‰‘˜Ǥ’ŠȀ‡™•̴ˆ‡ƒ–—”‡•ȀŠ‹Ž‹’’‹‡”ƒ˜‡Ž’’Ǥƒ•’š
‹ƒ‰•‘ǡ Ǥ ȋʹͲͳͺȌǤ Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ’’• ‹ –Š‡ Š‹Ž‹’’‹‡•Ǥ YugatechǤ
Š––’•ǣȀȀ™™™Ǥ›—‰ƒ–‡…ŠǤ…‘Ȁ‰—‹†‡•Ȁ‘Ž‹‡Ǧˆ‘‘†Ǧ†‡Ž‹˜‡”›Ǧƒ’’•Ǧ‹Ǧ–Š‡Ǧ’Š‹Ž‹’’‹‡•Ȁ
™‹˜‡†‹ǡǤǤǡƒƒǡǤǤǡ ‡›ƒ”ƒŒǡǤǡŽ‡‡–ǡǤǡƬ‹ŽŽ‹ƒ•ǡǤǤȋʹͲͳͻȌǤ‡Ǧ‡šƒ‹‹‰–Š‡‹ˆ‹‡†
Š‡‘”› ‘ˆ ……‡’–ƒ…‡ ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌǣ ‘™ƒ”†• ƒ ”‡˜‹•‡† –Š‡‘”‡–‹…ƒŽ ‘†‡ŽǤ
Information Systems Frontiersǡ 21ȋ͵Ȍǡ͹ͳͻǦ͹͵ͶǤŠ––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤͳͲͲ͹Ȁ•ͳͲ͹ͻ͸ǦͲͳ͹Ǧͻ͹͹ͶǦ›
•…‘„ƒ”Ǧ‘†”À‰—‡œǡǤǡƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡǤȋʹͲͳͶȌǤŽ‹‡’—”…Šƒ•‹‰–‹…‡–•ˆ‘”Ž‘™…‘•–…ƒ””‹‡”•ǣ
ƒ’’Ž‹…ƒ–‹‘‘ˆ–Š‡—‹ˆ‹‡†–Š‡‘”›‘ˆƒ……‡’–ƒ…‡ƒ†—•‡‘ˆ–‡…Š‘Ž‘‰›ȋȌ‘†‡ŽǤTourism
Managementǡ 43ȋͳȌǡ͹ͲǦͺͺǤŠ––’•ǣȀȀ†‘‹Ǥ‘”‰ȀŠ––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤͳͲͳ͸ȀŒǤ–‘—”ƒǤʹͲͳͶǤͲͳǤͲͳ͹

‘ǡ Ǥ ȋʹͲͳͺȌǤ ‘‘† †‡Ž‹˜‡”› „”‹‰• Š‘‡ –Š‡ „ƒ…‘Ǥ Philippine Daily InquirerǤ
Š––’•ǣȀȀ„—•‹‡••Ǥ‹“—‹”‡”Ǥ‡–Ȁʹ͸Ͳͻ͹ͺȀˆ‘‘†Ǧ†‡Ž‹˜‡”›Ǧ„”‹‰•ǦŠ‘‡Ǧ–Š‡Ǧ„ƒ…‘
Ǥ‡– ”ƒ†‘‘Ǥ ȋʹͲͳ͹ȌǤ Ž‹‡ –”ƒ˜‡Ž ƒ‰‡…‹‡• •‡‡ ƒ• ˆ—–—”‡ ‘ˆ Š‹Ž‹’’‹‡ –‘—”‹•Ǥ
Philippine Daily InquirerǤ Š––’•ǣȀȀ–‡…Š‘Ž‘‰›Ǥ‹“—‹”‡”Ǥ‡–Ȁ͸ͺͳ͵͸Ȁ‘Ž‹‡Ǧ–”ƒ˜‡ŽǦƒ‰‡…‹‡•Ǧ•‡‡Ǧ
ˆ—–—”‡Ǧ’Š‹Ž‹’’‹‡Ǧ–‘—”‹•
œœƒ–‹ǡǤǤȋʹͲʹͲȌǤƒŽ›•‹•‘ˆ…—•–‘‡”„‡Šƒ˜‹‘—”‹‘„‹Ž‡ˆ‘‘†‘”†‡”‹‰ƒ’’Ž‹…ƒ–‹‘—•‹‰
‘†‡Žȋƒ•‡•–—†›ǣ
‘ ‘‘†ƒ’’Ž‹…ƒ–‹‘ȌǤInternational Journal of Innovation in Enterprise Systemǡ
40ȋͳȌǡʹ͵Ǧ͵ͶǤŠ––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤʹͷͳʹͶȀ‹Œ‹‡•Ǥ˜Ͷ‹ͲͳǤͶͷ
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ˆ‘” „ƒ•‡†‘„‹Ž‡’ƒ›‡–‹–Š‡”‡•–ƒ—”ƒ–‹†—•–”›ǤComputers in Human Behaviorǡ 70ȋͳȌǡ
Ͷ͸ͲǦͶ͹ͶǤŠ––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤͳͲͳ͸ȀŒǤ…Š„ǤʹͲͳ͹ǤͲͳǤͲͲͳ
‹‡ǡǤǤǡ‡ǡǤ Ǥǡ—ƒ‰ǡǤǤǡƬ—ǡǤǤȋʹͲͳͷȌǤŽ‹‡Š‘–‡Ž„‘‘‹‰ǣŠ‡‡ˆˆ‡…–•‘ˆ„”ƒ†‹ƒ‰‡ǡ
’”‹…‡ǡ–”—•–ƒ†˜ƒŽ—‡‘’—”…Šƒ•‡‹–‡–‹‘•Ǥ Asia Pacific Management Reviewǡ 20ȋͶȌǡʹͳͲǦʹͳͺǤ
Š––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤͳͲͳ͸ȀŒǤƒ’”˜ǤʹͲͳͷǤͲ͵ǤͲͲͷ
ƒƒŽƒ‰ǡǤȋʹͲʹͲȌǤ”—‹‰Ž‹•–‘ˆ‡–”‘ƒ‹Žƒ”‡•–ƒ—”ƒ–•–Šƒ–ƒ”‡‘’‡ˆ‘”†‡Ž‹˜‡”›Ǥ spot.phǤ
Š––’•ǣȀȀ™™™Ǥ•’‘–Ǥ’ŠȀ‡ƒ–†”‹Ȁ–Š‡ǦŽƒ–‡•–Ǧ‡ƒ–Ǧ†”‹ȀͺͳͶ͹ͺȀ…‘—‹–›Ǧ“—ƒ”ƒ–‹‡Ǧˆ‘‘†Ǧ
†‡Ž‹˜‡”›Ǧ‡–”‘Ǧƒ‹ŽƒǦƒ͵ʹͺ͵ǦʹͲʹͲͲ͵ʹͲǦŽˆ”
ƒ‹Žƒ–ƒ†ƒ”†—•‹‡••ǤȋʹͲͳͺȌǤŽ‹‡„—†‰‡–Š‘–‡Ž„‘‘‹‰ƒ’’‡š’ƒ†•‹–‘Š‹Ž‹’’‹‡•ǤManila
StandardǤ Š––’•ǣȀȀƒ‹Žƒ•–ƒ†ƒ”†Ǥ‡–Ȁ‹†‡šǤ’Š’Ȁ„—•‹‡••Ȁ„‹œǦ’Ž—•Ȁʹ͹ͲͶ͹ͻȀ‘Ž‹‡Ǧ„—†‰‡–Ǧ
Š‘–‡ŽǦ„‘‘‹‰Ǧƒ’’Ǧ‡š’ƒ†•Ǧ‹–‘Ǧ’Š‹Ž‹’’‹‡•ǤŠ–Ž
ƒ•‹‰ƒǡ Ǥ Ǥ ȋʹͲʹͲȌǤ Š‡ •–ƒ–‡ ‘ˆ ‡Ǧ…‘‡”…‡ ‹ –Š‡ Š‹‹’’‹‡•Ǥ BusinessWorldǤ
Š––’•ǣȀȀ™™™Ǥ„™‘”Ž†‘Ž‹‡Ǥ…‘Ȁ–Š‡Ǧ•–ƒ–‡Ǧ‘ˆǦ‡Ǧ…‘‡”…‡Ǧ‹Ǧ–Š‡Ǧ’Š‹Ž‹’’‹‡•Ȁ
…‹‰Š–ǡǤǤǡƬŠ‡”˜ƒ›ǡǤǤȋʹͲͲͳȌǤŠƒ––”—•–‡ƒ•‹‡Ǧ…‘‡”…‡…—•–‘‡””‡Žƒ–‹‘•Š‹’•ǣ
‹–‡”†‹•…‹’Ž‹ƒ”›…‘…‡’–—ƒŽ–›’‘Ž‘‰›ǤInternational Journal of Electronic Commerceǡ 6ȋʹȌǡ͵ͷǦ
ͷͻǤ Š––’•ǣȀȀ†‘‹Ǥ‘”‰ȀͳͲǤͳͲͺͲȀͳͲͺ͸ͶͶͳͷǤʹͲͲͳǤͳͳͲͶͶʹ͵ͷ
 ͷ͸ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and
Tourism Booking Services

…‹‰Š–ǡǤǤǡŠ‘—†Š—”›ǡǤǡƬƒ…ƒ”ǡǤȋʹͲͲʹȌǤŠ‡‹’ƒ…–‘ˆ‹‹–‹ƒŽ…‘•—‡”–”—•–‘‹–‡–‹‘•
–‘–”ƒ•ƒ…–™‹–Šƒ™‡„•‹–‡ǣ–”—•–„—‹Ž†‹‰‘†‡ŽǤThe Journal of Strategic Information Systemsǡ
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