When the vast majority of people all over the world have been used of online purchase

and keep buying goods in high frequency, the new purchasing trend has gradually
appeared and the whole world bursts into it. Applying of Internet in commerce has
created an effective and efficient way in shopping environment. It enables consumers to
make decisions or transitions anytime and anywhere (Yoon & Occeña, 2015).
Yoon, H. S., & Occeña, L. G. (2015). Influencing factors of trust in consumer-to-
consumer electronic commerce
with gender and age. International Journal of Information Management, 35(3), 352-363.
http://dx.doi.org/10.1016/j.ijinfomgt.2015.02.003

On-line retail sales of goods and services are projected to grow from
$45 billion in 2000, or 1.5 percent of total retail sales, to $269 billion in
2005, or 7.8 percent of total retail sales projected for that year (Dykema,
2000).
Dykema, E. B. 2000. “On-line Retail’s Ripple
Effect.” September. Forrester Research Report, <journals
Forrester Research Inc., Cambridge, MA.

Recent statistics from Statista(2022), stated that the revenue of the Philippine’s e-
commerce market amounted to US$ 1,237 M (Php 62,346,500) last year. The market
penetration reached 32.2 percent. An estimated total of 33.81 million users are
recorded. Meanwhile, electronics and media serve as the largest segment with a market
volume of US$543 million (Php 27,367,900,000).
https://www.statista.com/statistics/1125430/philippines-e-commerce-activities-internet-
users/

Meanwhile, in the local aspect, small business owners’ profits were raised
due to the tapping of the advancement of technologies, most especially the internet
(Cayon, 2018). Around two hundred and forty-eight (248) micro-small businesses
boosted because of its affiliation to the social media and internet. Moreover, the
use of Facebook had been tapped by the Davao City Agriculturist Office (DCAO)
as the medium of negotiation which could be useful for the interested people in
agriculture (Jara, 2018).
Cayon, M. (2018, December 21). E-commerce boosts sales of Davao small biz
owners. Retrieved from https://businessmirror-com-ph.cdn.ampproject.org
Jara, M. S. (2018, May 14). Davao City taps online platform to help farmers with
direct sales. Retrieved from https://www.bworldonline.com/davao-city-tapsonline-
platform-to-help-farmers-with-direct-sales/

Though e-commerce offers a range of advantages that collectively have been shown to
be important enough to attract massive interest, recent research showed that a
fundamental problem in e-commerce environment is trust (M. Lee, 2009, Liao et al.,
2011, Shandan et al., 2012).
https://www.sciencedirect.com/science/article/abs/pii/S1567422308000598
AlGhamdi, Drew, and Al-Ghaith (2011) demonstrated a general lack of trust in vendor
as a critical factor inhibiting online transactions. Alshehri, Drew, and Alfarraj (2012) also
suggested that a lack of trust is emerging as one of the significant obstacles to success
in Internet shopping. In terms of trust issues, it should be more important in e-commerce
than in traditional commerce because of the lack of rules and regulation in e-commerce
and because the purchase of goods and services on the Internet typically is not
immediately verifiable. Moreover, online transactions lack the assurance provided in
traditional settings through formal proceedings and receipts (Gefen, 2004). Indeed,
research has shown that high levels of consumer trust encourage online purchase
intentions and helps retain online customers (Gefen and Straub, 2000)
https://www.researchgate.net/publication/
237924986_Technology_and_the_Customer_Interface_What_Consumers_Want_in_the
_Physical_and_Virtual_Store AlGhamdi, Drew, and Al-Ghaith
https://www.researchgate.net/publication/
236119036_'A_Comprehensive_Analysis_of_E-
government_services_adoption_in_Saudi_Arabia_Obstacles_and_Challenges' Alshehri,
Drew, and Alfarraj
https://www.sciencedirect.com/science/article/abs/pii/S0305048300000219 Gefen
https://www.researchgate.net/publication/
220580413_The_Relative_Importance_of_Perceived_Ease_of_Use_in_IS_Adoption_A
_Study_of_E-Commerce_Adoption Gefen and Straub

Decision-making during online shopping is different from that in other purchasing

methods, such as street
shopping. Marketers need to identify the determinants of consumers’ online shopping
process. Smith (2003)
gave a framework of online decision-making process. Zhou, Dai, & Zhang (2007) stated
various ways of
consumer’s decision and motivation, while Monsuwé, Dellaert, & Ruyter (2004) argued
that the motivation
factors are also influenced by external factors. Saranya, Anjana, & Thomas (2014)
introduced and analysed
decision support systems (DSSs) as computer based information systems which can
support decision making by
analysing data and provide interactive information.

Smith, A. D. (2003). Strategic online customer decision making: Leveraging the

transformational power of the
Internet. Online Information Review, 27(6), 418-432.
http://dx.doi.org/10.1108/14684520310510055
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-a critical
survey of consumer factors
in online shopping. Journal of Electronic Commerce Research, 8, 41-61.
Monsuwé, T. P. Y., Dellaert, B. G. C., & Ruyter, K. D. (2004). What drives consumers to
shop online? A
literature review. International Journal of Service Industry Management, 15(1), 267-287.
http://dx.doi.org/10.1108/09564230410523358
Saranya, K. S., Anjana, P., & Thomas, G. K. (2014). Decision support system for CRM
in online shopping
system. International Journal of Advances in Computer Science and Technology, 3(2),
148-151.

In Bettman (1979) The customer is portrayed as having a constrained capacity for

information processing in Information Processing. Consumers rarely conduct extremely
in-depth examinations of the different options when given a choice. Instead, the
customer usually uses quick decision-making methods or heuristics. These decision-
simplifying principles help the customer make a selection by giving them a way to avoid
the unnecessarily burdensome effort of evaluating all the information available about all
the options.
https://www.mbaknol.com/marketing-management/bettman-information-processing-
model-of-consumer-choice/?amp&fbclid=IwAR2njLV-
HrTH9uNJL7YyBwJfaAWbJACOq500Dkw3pE8uxwojZaBtmaz9_gQ

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and-not-doing-onlin
e.html
https://pana.com.ph/what-are-connected-shoppers-doing-and-not-doing-online/
https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760
Monsuwé, T. P. Y., Dellaert, B. G. C., & Ruyter, K. D. (2004). What drives consumers to
shop online? A
literature review. International Journal of Service Industry Management, 15(1), 267-287.
http://dx.doi.org/10.1108/09564230410523358
https://openviewpartners.com/87-percent-of-tablet-owners-using-tablets-for-holiday-
shopping-finds-zmags-study/

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Nearly 76% of American adults purchase online. The value of global e-commerce is
predicted to reach $5.5 trillion in 2022. (Cloudwards, 2022)
https://www.cloudwards.net/online-shopping-statistics/

According to projections, online retail sales of products and services will increase from
$45 billion or 1.5% of total retail sales in 2000 to $269 billion in 2005, or 7.8 percent of
the anticipated total retail sales (Dykema, 2000).
Practically all online purchases are covered under the e-commerce sector and online
shopping. These online purchases now total trillions of dollars annually as a result of
stores going online, third-party marketplaces, and expanding internet access worldwide.