Taguig City University

Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University 1
FACTORS AFFECTING E-SHOPPING BEHAVIOUR OF

ONLINE SHOPPERS OF BARANGAY CENTRAL
SIGNAL IN TAGUIG CITY:
AN ASSESSMENT
A Thesis Presented to the

Faculty of the College of Business Management
Taguig City University
In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Administration
Major in Marketing Management
By:
Geronimo, Aaron Julius

Bobon, Jessielyn
Sarmiento, Lerza
Garcia, Hazel Joy
Gica, Elmer Jay
Deuna, Abigail
Celestial, Kim
Arce, Alex
BSBA MM A2020
2023
City of Taguig
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Online shopping or electronic shopping is searching for and purchasing
goods and services over the Internet through the use of a web browser. The
main allure of online shopping is that consumers can find and purchase items
they need (which are then shipped to their front door) without ever leaving the
house. Today, almost anything can be purchased through online shopping,
amounting to billions of dollars a year in sales. E-commerce, also known as
electronic commerce or internet commerce, refers to the buying and selling of
goods or services using the internet, and the transfer of money and data to
execute these transactions. (Computer Hope, 2020).
According to (Erika Nicole R Sumague & Jesus P Briones, 2022).The
study investigated the impact of social media marketing on the perceptions of e-
shopping customers in the City of Santo Tomas, Batangas, Philippines.
Specifically, the study aimed to determine its impact on the perceptions of e-
shopping customers as to online visibility, social media engagement, social
media integration, social media activities, and social media experience. Moreover,
the study also identified the important factors on how social media marketing can
be more effective. Lastly, the researchers proposed marketing strategies relative
to the findings of the study. With a significant share of the Philippine population
City of Taguig
going online, online shopping has become an emerging trend. As the number of
online shopping transactions increases daily, it has become increasingly
important to understand the barriers that hinder the market. Despite its
importance, current literature considers buyers' perspectives with limited insights
on the sellers' perceptions. Understanding the sellers' point of view provides a
holistic analysis of these barriers for better practical insights. As a case in point,
with the Philippines, this study attempts to identify the barriers of online shopping
and their interrelationships, both from the sellers' and buyers' perspectives, using
interpretive structural modelling and MICMAC analysis. Findings show that
internet connection and the need for the product's sensory experience are highly
relevant barriers to the sellers. On the other hand, buyers emphasize the need
for the product's sensory experience than the rest of the barriers. The managerial
implications of these findings are discussed.

City of Taguig
Background of the Study
Before the World Wide Web was created, Michael Aldrich developed a
system called Redifon's Office Revolution in March 1980, connecting sales
companies, suppliers, and customers together. Companies were able to order
supplies from suppliers and sell products to customers electronically, utilizing
videotex technology. It is considered a major predecessor and influence on the
development of online shopping as we know it today. In 1994, several years after
the launching of the World Wide Web, online transaction systems, including
banking and shopping, started emerging. The first shopping transactions were
completed through NetMark and Internet Shopping Network in 1994, beginning
the online shopping boom. Amazon.com and eBay launched their websites in
1995, offering online shopping options for customers. Many of the first online
shopping websites utilized Intershop Online, an online shopping software system,
developed in 1995 by Intershop Communications AG. The Intershop Online
software allowed businesses to more easily add online shopping capabilities,
or e-commerce, on their website, with secure transactions for their customers.
Barangay Central Signal Village Taguig City, is a vibrant community,
which was established on June 8, 1964 and was reinforce on January 25, 1965
by Gen. Alfredo Santos. The pioneering residents mostly enlisted personnel from
four major commands of the Armed Forces of the Philippines, who were
relocated in the area of (EM’s Signal Barrio) from UP Compound, Diliman,
Quezon City with the assistance of Signal Service Battalion of the Philippine
City of Taguig
Army by then Chief of Staff Gen. Romeo Espino. Where the civilians’ residents
are the Central Signal Village, Taguig City with the Population of 46,695
inhabitants an information of the Barangay Nutrition Council Census of 2019, and
usually the head staff of Barangay Central Signal the researchers speak to, is Ms.
Mirandilla, Richy B. where she sign and confirm and provided us the information
the researchers needed and thanks to the Barangay Chairman of Central Signal
Village for the privilege to conduct this study to the barangay, He currently
residing as Barangay Chairman Atty. Hon. Henry I. Dueñas.
Barangay Central Signal Village is a residential and commercial area.
There are no major commercial establishment or factories. Only small and
medium scale businesses abounds with about 40% in the sari-sari store category.
The main sources of income of the barangay are generated from the real
property taxes and community tax.

City of Taguig
Theoretical Framework
Figure 1:
Factors Affecting E-Shopping Behaviour: Application of Theory of Planned
Behaviour (Honglei Tang et. al, 2021).
As per the theoretical framework of the research (Figure 1), hypotheses
were developed to investigate the research objectives. Hypotheses are used to
designate the logical relationship that is imagined between two or more variables
in a formal statement, which can be tested through some statistical operation.
Icek Ajzen’s theory of planned behaviour states that subjective norms signify the
City of Taguig
perceived social influence for performing (or not performing) a behaviour. It is the
impact of an individual’s normative beliefs that motivate them to approve (or not)
a specific behaviour. More precisely, it refers to an individual’s perception about
whether society think they should involve in given behaviour or not. Therefore,
we developed the following hypotheses:
Hypothesis 1a (H1a). Subjective norms affect the garment E-shopping behaviour
of consumers.
Hypothesis 1b (H1b). Subjective norms affect the garment E-shopping intentions
of consumers.
Hypothesis 1c (H1c). Subjective norms affect the garment E-shopping behaviour
of consumer, through the mediating role of E-shopping intentions.
(Chih-Chung and Chang) analyzed six past studies that measured the attitude
toward online shopping and confirmed that all studies showed a significant
positive influence of online shopping attitude on online purchase intention and
behaviour. According to TRA (Fishbein & Ajzen, 1975), TAM (Davis et al., 1989),
and TPB (Ajzen, 1991), attitude has a significantly positive effect on behavioural
intent. Numerous researchers have confirmed this relationship (e.g., Bruner &
Kumar, 2003; Chang & Wang, 2008; Chen, Sheen, & Lou, 2005; Chen, Sheen &
Lou, 2006; Cheong & Park, 2005; George, 2002; Lin, 2007; Shin, 2007). Hence,
it was hypothesized that

City of Taguig
Hypothesis 2a (H2a). Attitude affects garment E-shopping behaviour.
Hypothesis 2b (H2b). Attitude affects garment E-shopping intentions.
Hypothesis 2c (H2c). Attitude affects garment E-shopping behaviour, through the
mediating role of E-shopping intentions.
Chen and Tan (2004), Yu et al. (2005), Wu and Chen , Cho and Fioritto (2009),
and Lee and Park, have established that trust has a significantly positive
influence on behaviour. So, it was hypothesized that
Hypothesis 3a (H3a). Website trust affects garment E-shopping behaviour.
Hypothesis 3b (H3b). Website trust affects garment E-shopping intentions.
Hypothesis 3c (H3c). Website trust affects garment E-shopping behaviour,
through the mediating role of E-shopping intention.
Lim et al. [3] also revealed that purchase intention exerts a significantly positive
impact on online shopping behaviour. Thus, we hypothesized the following:
Hypothesis 4 (H4). E-shopping intention influences garment e-shopping
behaviour.
City of Taguig
Conceptual Framework
The Input-Process-Output (IPO) Model will be used as the conceptual
model in this study. The figure below shows the necessary factors and data that
need to be considered (inputs), the processes required to transform the inputs,
and the output.
Figure 2 presents the conceptual framework of the study. Based on the
framework below, the input or first box consists of demographic profile and
variables of the study.
While, in the second box defines the process that will be done to achieve
the desirable output such as construction of Gathering of Data, Distribution of
survey questionnaire, Interpretation of Statistical treatment of data. Thus, the
output of the study will be an assessment.
To come up with the desired valuable information, the researchers must
be honest in doing every interviews and surveys because the success of this
research study will help us understand how customers with different
demographics and psychographics react and behave to a certain situation, adapt
to whatever the weather and socialize with other people.

City of Taguig
INPUT PROCESS OUTPUT
Demographic profile
of selected customers
in Barangay Central
Signal in terms of:
 Age
 Sex  Gathering
 Civil Status; and Data
 Monthly Income
 Distribution of
Factors Affecting E- Survey
Shopping Behaviour Questionnaire
of the respondents in (paper based) An Assessment
terms of:
 E-Shopping  Interpretation
Attitudes of Statistical
 Subjective Treatment of
Norms Data
 Website Trust
 E-Shopping
Intention
FEEDBACK
Figure 2
Research Paradigm
City of Taguig
Statement of the Problem
This thesis entitled Factors Affecting E-Shopping Behaviour of Online
Shoppers of Barangay Central Signal in Taguig City: An Assessment seeks to
answer the following questions:
1. What are the demographic profile of the respondents in terms of:
1.1 Age;
1.2 Sex;
1.3 Civil Status; and
1.4 Monthly Income?
2. What is the level of factors affecting e-shopping behaviour of the respondents
in terms of:
2.1 E-Shopping Attitudes;
2.2 Subjective Norms;
2.3 Website Trust; and
2.4 E-Shopping Intention?
3. Is there significant difference on the level of factors affecting e-shopping
behaviour of the respondents when grouped according to profile?
4. Based on the study, what are the Assessment that can be proposed?
City of Taguig
Hypothesis
Ho: There is no significant difference on the level of factors that affecting
e-shopping behaviour of the respondents when grouped according to profile.
Significance of the Study
The conducted study on “Factors Affecting E-Shopping Behaviour of
Online Shoppers of Barangay Central Signal in Taguig City: An Assessment” will
give benefit to the following:
City Government of Taguig. This study will assist the City Government
of Taguig establish and support the existence of e-shopping.
Taguig City University. This study will provide information and will raise
awareness about the importance of knowing about online shopping, which they
may apply or utilize in class discussion and to future students.
Taguig City University Administrative. This study will benefit and serve
as important research and support the existence of e-shopping.
Taguig City University Student. This research will allow students to
learn how online shopping improve customer awareness. It also inspires them to
learn, coordinate, and appreciate the importance in accepting e-shopping.
Teachers/Professors. They could gain additional knowledge from this
study about the effectiveness of online shopping and how they could help other
customers by providing feedback after using the marketing plan.

City of Taguig
Business Owners. It will benefit new and better solution. By knowing the
best practices, the owner will take time to study in order to achieve and figuring
out the best approach.
Researchers. This study is important to researcher to use and support e-
shopping platform.
Future Researchers. This study will serve as resources material for
future researcher whose study is connection with e-shopping to adopt to new
normal.
City of Taguig
Scope and Limitations
The researchers choose to examine and assess factors affecting e-
shopping behaviour of online shoppers of Barangay Central Signal in Taguig City,
an assessment. The researchers aim to measure the Factors Affecting E-
Shopping Behaviour of Online Shoppers. This research will be conducted in
Barangay Central Signal Taguig City where limited to the selected customers and
limited to customer respondents of Barangay Central Signal that affecting E-
Shopping Behaviour.
The researchers are limited to conduct the study due to limited time
allowed to study specifically on for the term of second semester. The researchers
are also limited by the available resources for the study such as literature and
study resources, financial resources, and support resources. Lastly, the
researchers need to consider the availability and willingness of the respondents
to answer to the survey questionnaire and the availability of the researchers to
conduct the study.

City of Taguig
Definition of Terms
The following words are the key terms necessary to understand the study
and are often subject of focus of the study itself.
E-Shopping Attitudes - this study measures the attitudes of working
adults toward E-shopping, attitudes toward behaviours are more relevant to the
context of this study.
E-Shopping Behavior - the process of how consumers make decisions to
purchase products in ecommerce.
E-Shopping Intentions - Intentions are presumed to be an indicator of
the extent to which people are willing to approach a certain behaviour and how
many attempts they will try, in order to perform that certain behaviour.
Subjective Norms - the perceived social pressure to perform (or not to
perform) a certain behaviour.
Online Shoppers - receive online orders and shop for products indicated
by your client.
Website Trust - the degree to which one can believe and rely upon
promises made by others.

City of Taguig
SURVEY QUESTIONNAIRE
Instruction: Please put a Check in the box
Part I: Demographic Profile
Name: _____________________________ (optional)
Age:
18-22 years old 28-32 years old
23-27 years old 33 years old above
Sex:
Male Female
Civil Status:
Single Married Widow
Monthly Income:
9,000 below 10,000-19,000 20,000 above

City of Taguig
Part II:
Factors Affecting E-Shopping Behaviour of Online Shoppers of Barangay
Central Signal, Taguig City: An Assessment in Terms of:
4 - Strongly Agree
3 - Agree
2 - Disagree
1 - Strongly Disagree
2.1 E-Shopping Attitudes 4 3 2 1
1. Buying things over the

Internet is a bad idea.
2. Using the Internet to buy

things would be
unpleasant.
internet is a smartest
idea.
internet is an idea I
dislike.
5. The internet Is the best
place to buy items that
are hard to find.
City of Taguig
2.2 Subjective 4 3 2 1
Norms
1. People who
influence
my
behavior
would think
that I
should buy
things over
the internet.
2. People who
are
important to
me would
think that I
should buy
things over
the internet.
3. People who
are close to
me
pressure
me to adopt
e-shopping.
4. People who
are close to
me thinks
that buying
products
online are
convenient.
5. People who
are close to
me believe
that
purchasing
anything
online is
City of Taguig
expensive.
2.3 Website Trust 4 3 2 1
1. The website
is reliable
way for me
to take care
of my
personal
affairs.
2. Taking care
of my
personal
business
over the
internet is a
bad idea.
3. The website
is
trustworthy.
4. Putting trust
on the
website is a
bad idea.
5. Achieving
your
personal
goals by
using the
internet for
personal
business is a
bad idea.
2.4 E-Shopping 4 3 2 1
Intention
City of Taguig
1. Online
Shopping
would prefer
to keep
making
purchases
online.
2. Online
shopping
can use to
conduct
purchasing,
and plan to
use the
internet
whenever
possible.
3. Online
shopping
learns more
about online
purchasing
and plan to
make online
purchases.
4. Online
shopping
possibility of
purchasing
online is
high.
5. Online
shopping
finds what
customers
want to buy,
by looking
through the
web store.
City of Taguig
VALIDATED BY:
PROF. JENNIFER S. NERVAR

Subject Adviser
PROF. JOMARIE ABONALES

Research Adviser
PROF. BENJAMIN AQUENZA

Research Statistician
City of Taguig
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
The researchers collected significant papers, publications, journals, and
other sources of information before compiling them all. This chapter specifically
highlights the numerous studies and related literature from domestic and
international academics that have a substantial influence on the factors that will
be explored in this study. The associated literature and research were arranged
in a sequential order to aid in the comprehension and structuring of ideas. A
summary was provided at the end of the chapter to help readers understand the
parallels and differences among various sources so they can draw conclusions or
decide or a course of action.
E-Shopping
Foreign Study
According to (Aqeela Saleem et.,al, 2022) Digital technologies play a vital
role in daily human life and significantly influence human attitudes toward the
adoption of new and attractive lifestyles. The internet has been widely accepted
in every modern society, and the act of purchasing products or services over the
internet, known as online/internet shopping, has revolutionized business. This
study was designed using the technology acceptance model and theory of
reasoned action. According to(Guangliang Xi et.,al, 2020) The rise of e-shopping
significantly changes the way that people shop. Transportation planners have a
City of Taguig
keen interest in the substitution of e-shopping for store shopping and its impact
on transportation systems. The literature offers mixed findings on the relationship
between online and store shopping. Few studies have explored this relationship
in China where e-shopping has proliferated and retail land use and transportation
systems have evolved. According to(Indrajit Ghosal, Pragya Singh, 2019) India
has taken a step in online shopping through the expansion of information and
communication technology (ICT). In this digital era huge opportunities are coming
in the online industry due to rapid changes in ingesting pattern, customer
preferences and product needs. E-commerce has been crated a booming
passageway in the world. It has been very easier to get the products just a
mouse click. Adequately number of e-companies has come up with customized
products with easier transaction facilities. Though Internet shopping provides
various benefits like flexibility of shopping time, wide variety of choices, but then
again a large section of Indian population is still reluctant to adopt it relative to
foreign nations. According to (Rui Shao et.,al, 2022) Although e-shopping is
increasingly adopted, it remains unclear. how e-shopping varies geographically,
and how this relates to physical and virtual accessibility. This paper presents a
combined study of both issues focusing on the case of China, arguably one of
the emerging e-shopping hotspots. The results suggest that both physical
accessibility (proxy-ed by the relative number of shopping malls and the relative
number of buses) and virtual accessibility (proxy-ed by the percentage of
broadband subscribers and the relative number of delivery points) increase e-

City of Taguig
shopping, with both effects complementing each others. According to(Shihab
Uddin Tareq et.,al, 2019) The popularity of online shopping is growing rapidly in
modern virtual market. Generally, customers take decision to purchase goods
based on their basic need and relative need. Shopkeepers play an important role
to influence the customers in real market. Recommendation engine is nothing but
a good automated shopkeeper.
Local Study
According to Erika Nicole R Sumague Jesus P Briones (2022) Impact of
Social Media Marketing on the Perceptions of E-Shopping Customers in the City
of Santo Tomas, Batangas, Philippines the study investigated the impact of
social media marketing on the perceptions of e-shopping customers in the City of
Santo Tomas, Batangas, Philippines. Specifically, the study aimed to determine
its impact on the perceptions of e-shopping customers as to online visibility,
social media engagement, social media integration, social media activities, and
social media experience. Moreover, the study also identified the important factors
on how social media marketing can be more effective. Lastly, the researchers
proposed marketing strategies relative to the findings of the study. According to
Vannesa G. Guerero et.al (2023) Modelling the barriers of online shopping in the
Philippines using the ISM-MICMAC approach online shopping has become an
emerging trend. As the number of online shopping transactions increases daily, it
has become increasingly important to understand the barriers that hinder the
market. Despite its importance, current literature considers buyers' perspectives

City of Taguig
with limited insights on the sellers' perceptions. This study attempts to identify the
barriers of online shopping and their interrelationships. According to Jimmylen Z
Tonio, et.al (2019) Lexical features and motivations of product reviews on
selected Philippine online shops consumers have become more comfortable with
online shopping. Subsequently, after purchasing, consumers tend to post their
own comments of the product in the same e-business websites. Because of this,
product reviews (PRs) have become an indispensable feature in online
businesses equally beneficial for both business owners and consumers.
According to Antoinette R Acosta et.al (2021) Selection of E-Grocery Platform
Strategy in Highly Urbanized Cities in the Philippines Using Analytic Hierarchy
Process (AHP) and Structural Equation Modeling (SEM) Online shopping has
become a trend and has changed for the better, but most people still do not feel
being engaged with e-grocery as many people find the problems in ordering to be
outweighed by the convenience. This study is to determine the significant factors
that drive the consumers in highly urbanized cities in the Philippines to go for e-
grocery shopping. According to Darlene Gayle d. Dela Fuente (2020)
Determinant Factors Affecting Customer Satisfaction among Filipinos in Lazada
Online Shopping Online shopping is booming in the Philippines due to the strong
improvement of the internet, mobile applications, and various web developments.
Based on a study conducted by Statista, the Philippines ranks third place in the
world's fastest-growing e-commerce markets outlasting its neighbor country in
Southeast Asia.
City of Taguig
Foreign literature
According to (Asean Up 2018) "Insights and Trends of E-commerce", the
Philippines is a country of a large and rapidly growing market for e-commerce.
With the continuous growth and development of digital technologies in our
country, especially through internet connectivity with the use of mobile phones
this would be one of the main factors that will make the Philippines, sooner or
later, the major player of e-commerce in Southeast Asia. According to(Course
Hero,2023)The Internet is a meeting place where shoppers and buyers conduct
business. The number of shoppers and the volume of business both continue to
surge. The Cons of Online Shopping With all the good features of online
shopping come a few drawbacks. Certain buying decisions require information
that can best be found in traditional stores. According to (International Journal of
Retail,2017) measurement developed in the context of offline shopping does not
apply unique aspect approach of online shopping comfort since the online
retailers utilize internet as the shopping platform. Various previous literature have
proven the online service quality concept by identifying same dimensions of
service comfort like unique feature with dimensions like facilitation in
interactivities usage, information browsing, information in depth and richness,
and security. According to (SAGE journals,2021) This growth has been fueled by
rapid adoption of technology, improving standards of living, an increasing young
population, and economically advancing middle class, besides increasing access

City of Taguig
to the Internet through broadband and use of smartphones and tablets. The entry
of global e-commerce giants has intensified the competition for home-grown
players. E-retailers use web atmospherics to differentiate themselves from their
competitors and evoke positive cognitive and emotional states of online
consumers. According to(The balance, 2022) Online shopping is more popular
today than ever before. A report from the U.S. Census Bureau found that in the
first quarter of 2022, an estimated $250 billion was spent in retail e-commerce
sales. Due in part to new and growing technology, online shopping has become
incredibly easy and convenient.
Local literature
According to (Christine Cudis, 2021) The online presence of businesses
proved most useful during the pandemic as physical restrictions continue to be
observed. Facebook's Emerging Trends Research showed that marketers who
were able to pivot digitally amid the health crisis gained profits and it is more
likely that consumers will continue to choose online shopping for their
convenience. The study indicated 87 percent of respondents are willing to spend
more for ease of access to products or services. About 12,500 people across 14
countries, including the Philippines, were studied for changes in consumer
behavior in 2020. Among Philippines-based respondents, 93 percent said they
highly consider convenience and price when deciding on what to purchase.
Filipino consumers have doubled the number of digital platforms they are using
for online shopping and they do not mind switching apps if other merchants can
City of Taguig
deliver their products more quickly, a study by social media giant Meta and
management consultancy firm Bain & Co. showed. In their recent joint report,
Meta and Bain & Co. said each user in the country has used about 16 apps
based on a June 2022 survey, which was 108 percent more than the figure
registered in the same period last year. (Tyronne Jasfer C. Piad, 2022) According
to Global Data’s (2021) E-Commerce Analytics, e-commerce transaction value in
Philippines grew by 11.8% to be valued at PHP229.8bn ($4.8bn) in 2020. It is
estimated to increase by 15.1% in 2021 to reach PHP264.5bn ($5.5bn). Driven
by growing consumers’ preferences for online shopping and increasing internet
penetration, the Philippines e-commerce market has been registering growth
during the last few years. The COVID-19 pandemic has further accelerated this
trend. Consequently, e-commerce value is expected to grow at a strong CAGR of
17% between 2021 and 2025, forecasts Global Data, a leading data and
analytics company. According to Kathleen A. The survey revealed that 88.4% of
consumers usually know what they want to purchase before going online to shop.
Even then, the majority seem to still enjoy browsing on e-commerce websites
and marketplaces, as 73.8% of respondents spend an average of over an hour
browsing each week, while 15.3% of respondents spend more than five hours a
week browsing different products. Interestingly, women appear to spend more
time browsing when online shopping, with 77.1% clocking in more than an hour,
compared to 64% of men. According to (Nico Chan, 2023) Over the past couple
of years, online shopping experienced meteoric growth worldwide, and it’s here
City of Taguig
to stay. The International Trade Administration reported that ecommerce’s global
retail sales went from 13.6% of the market share to 18% in the first year of the
pandemic. With more people embracing online shopping, businesses around the
globe are rethinking their retail strategies and ramping up their digital presence.
The Philippines is no exception to this trend. Despite returning to near pre-
pandemic levels, online shopping in the Philippines continues to grow, but that
means so is the competition.
Online Shopper
Foreign study
According to (Andrew J Rohm and Vanitha Swaminathan,2023) This
paper develops a typology based upon motivations for shopping online. An
analysis of these motives, including online convenience, physical store
orientation (e.g., immediate possession and social contact), information use in
planning and shopping, and variety seeking in the online shopping context,
suggests the existence of four shopping types. These four types are labeled
convenience shoppers, variety seekers, balanced buyers, and store-oriented
shoppers. According to (Dr. Chang-Hoan Cho, et., al 2023) This study was
designed to understand which factors influence consumer hesitation or delay in
online product purchases. The study examined four groups of variables (i.e.,
consumer characteristics, contextual factors perceived uncertainty factors, and
medium/channel innovation factors) that predict three types of online shopping

City of Taguig
hesitation (i.e., overall hesitation, shopping cart abandonment, and hesitation at
the final payment stage). We found that different sets of delay factors are related
to different aspects of online shopping hesitation. The study concludes with
suggestion for various delay-reduction devices to help consumers close their
online decision hesitation. According to (Eunsoo Baek, et., al 2019) website
affect Chinese consumers’ cross-border shopping experiences. The study
simultaneously explores the effect of telepresence on shoppers’ perceptions of
product authenticity and their trust in retailers, key drivers of behavioral intentions.
According to (Huong Ha and Ken Coghill,2023) Internet is a convenient platform
to conduct commercial transactions, consumers are disadvantaged in the online
marketplace due to insufficient information about goods and services as well as
business and transaction process, lack of access to redress and several other
problems. According to (Pingjun Jiang, et.,al 2023)The online shopping
experiential factors, the international shopping motivational factors, and the
international trust attitudinal factors. The international online shoppers tend to
highly trust foreign vendors and have high preference of and confidence in online
shopping. More importantly, these shoppers are knowledge of shopping sites'
hosting countries and strongly believe in those sites' global propensity. The paper
makes contributions towards new knowledge and understanding of how
international online shoppers differ from non-shoppers.
Local study
According to (Eric S Parilla and Marc Edward M Abadilla,2022) The study

City of Taguig
has implications for marketing management, such as for online shop owners and
advertisers who intend to measure how to promote products on online platforms.
The original contribution of this study lies within its questionnaire that has been
attuned to the effects of perceived risks to mobile or online shopping motivations.
The mobile shopping motivations of Ilocano buyers are efficient to use, easy and
convenient to use, and the sense of enjoyment when shopping online. According
to (Julie Ann Mayo, et.,al 2022) Consumers’ perceived risk has been considered
a fundamental concern of the decision-making process when shopping online.
This study aims to examine the level of online shoppers’ intention towards online
purchases as affected by perceived risks. The study used descriptive-
correlational design to describe the extent of perceived risks in terms of product,
financial, security, social, and time risk and the level of purchase intention of the
participants. According to (Kurt M. Peralta, et. al, 2022) Social media marketing
is vital, and it is among the best devices and strategies in each promotion. Social
media has provided opportunities to engage in social interaction on the internet.
With the rise of social media, shoppers can easily share, know, and access
information everywhere. However, there is a lack of studies here in the
Philippines on how social media literacy and misinformation affect the shoppers'
online buying behavior, specifically on a Facebook platform. online shoppers
differ between the online shops they will trust and the shops they will not count. It
also determines how shoppers' reviews help potential shoppers to trust a
particular online shop. According to (Maria Corazon A. Buena and Eduardo G.

City of Taguig
Ong,2020) Online consumer reviews in Philippine resorts are tremendously
occupying a significant place in one’s choice and are deemed domineering
information springs in consumer decision-making process. This study examined
the determining factors of consumer trust on online reviews, the assertions of
cognitive dissonance as part of pre-purchase behavior, and their effects to
customers’ purchase likelihood from the perspective of 250 customers located in
the Philippines, specifically in Metro Manila, Metro Davao and Metro Cebu.
According to (Ma. Florisa T. Quijano,et., al 2021) As a social community, the
Web is rapidly attracting significance and competitiveness as the most innovative
marketing tool. Online shopping has emerged as a result of this opportunity,
which has already transformed the lives of the consumers. This research is done
through a self–constructed questionnaire of 229 online shoppers from the
Philippines to understand their consumer buying behaviors.
Foreign literature
According to (Business Today,20222) The Internet is without borders, so
commerce built atop this infrastructure (e-commerce) should operate on the
same principle. However, buying something online and making it appear offline is
complex. Miles need to be crossed, manpower needs to be invested, and
methods need to be flawlessly followed to facilitate the connection between the
online and offline realms. According to (Internet Retailling,2021) “Many of these
issues revolve around giving control and clarity to cross-border shoppers,” says
Finlay. “Returns appear to be a major pain point. While making them free may
City of Taguig
not always be feasible given the cost and complexity of international shipping, it’s
important to make the process as easy and hassle-free as possible. Be clear
about returns policies, provide returns packaging and labels with the original
parcel, make booking a return quick and painless, and ensure the refund is
initiated as soon as the return is collected from the customer.” According to
(Oberlo, 2023) With the rise of ecommerce, it’s only natural that the number of
online shoppers worldwide rises along with it. As it stands in 2023, the number of
digital buyers is at 2.64 billion. This makes up 33.3% of the population worldwide.
In other words, one out of every three people you see around you is an online
shopper. The number of online shoppers has been growing over the past few
years. In 2023, there are 80 million more digital buyers than there were in 2022—
a 3.1% year-over-year increase. The increase should come as no surprise, as
internet connectivity penetrates the world and online shopping becomes
increasingly convenient. According to (Optinmonster, 2023) Online shopping has
seen significant growth in recent years. It is expected to continue to grow, given
how digitalization and the internet allow companies to sell without a physical
presence. Among consumers, factors such as convenience, a wider selection of
goods, and competitive prices have contributed to the popularity of online
shopping. In 2022, there were 268 million online shoppers in the United States.
This number is projected to increase to almost 285 million online shoppers in
2025. According to a 2021 Survey, 52 percent of global online shoppers bought
from overseas and local retailers. Among the countries analyzed, Mexico had the
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highest share of digital buyers who order from both types of merchants, at 72
percent. In turn, online shoppers from the United States and the United Kingdom
mainly purchased on local websites, with 63 percent of respondents reporting
this, respectively.
Local literature
According to (Business Inquirer Net 2022) Filipino consumers have
doubled the number of digital platforms they are using for online shopping—and
they do not mind switching apps if other merchants can deliver their products
more quickly, a study by social media giant Meta and management consultancy
firm Bain & Co. showed. According to (Janio Asia 2019) Tap into the motivations
and needs of Filipino online shoppers the pattern of price, convenience, and
bargains is something that comes up in report after report on the habits and
motivations of online shoppers in the Philippines. If you’re looking to capture a
slice of the Philippine eCommerce market. According to (Manila Times Net 2022)
Tech heavyweight Meta, the company that owns Facebook, released a study on
the online shopping habits of Filipinos. The study revealed that Filipino
consumers are now returning to physical stores, but their digital shopping habits
formed during the pandemic continue to be relevant. According to
(ResearchGate Net 2021) Many consumers shift from traditional to online
purchasing with these two key components: accessibility and convenience. It is
considered that today’s life is complicated due to escalating work pressure,
various roles in life, and lack of time. Consumers should be satisfied based on
City of Taguig
their continuous amending needs. With just a click on their computer or mobile
screen, online stores will provide the desired goods and services the customer
desires. According to (Studocu 2022) Shopping for needs and wants is
entertaining, especially for those who enjoy it because this enables them to look
for desired wants, particularly in today's world when internet shopping is more
addictive due to the low prices, high quality, and wide selection of goods that
they offer.
E-shopping Attitude
Foreign study
According to (Dr. Gaurav Saxena,2021) The daily advancing usage of
Internet in India helps facilitate growing prospects for shopping online. Online
shopping is an advancing sphere of technology. The explosion of online
shopping has provided ground for comprehensive research targeted at luring and
engaging customers from both the technology-oriented and consumer’s view.
Behaviour of consumer is regarded as an applied discipline since mostly
decisions are considerably effected by human behaviour or anticipated actions.
Most companies today employ the Internet as a means to cut marketing costs,
consequently lowering the cost of their services or products with a view of
remaining in the lead in a greatly competitive market. Additionally companies
deploy the Internet to transfer, communicate and circulate information, to market
a product, to obtain feedback as well as to make satisfaction surveys with the

City of Taguig
consumers. The consumer employs the Internet to purchase a product online, as
well as to compare rates, features of a product and after sale service facilities
provided after buying the product from a specific website. The current work aims
at exploring possible dependent and independent variables that affect customer’s
attitude towards E-shopping behavior in NCR. According to (Dr. M. Ganesan
et.,al, 2020) E-commerce is the purchase and sale of goods and/or services via
electronic channels like the internet. It is generally understood as the simple
activity of buying and selling products and services through the internet. In fact, a
few organizations, especially in retail industries, have developed an additional
online sales channel as well as leveraged on online advertising and online
trading platforms like eBay and Amazon, to attract buyers and sellers. Whereas
for education it is concluded that higher education makes online shopping less
attractive, for the income the correlation results are so weak hence we could not
conclude anything out of it. It is expected that this study will not only help retailers
in India specially Tamil Nadu to devise successful strategies for online shoppers
but it will also provide a base for similar studies in the felid of students attitudes
towards online shopping. According to(M.Vidya , P.Selvamani,2019) —
Consumer Behaviour is a complex and challenging field to analyze by the
marketer as preferences vary over a period of time. The results indicated that the
online shoppers are satisfied with all the product dimensions and the variables
like educational qualification, knowledge of online shopping, frequency of online
purchases and preferred mode of payment had a significant relationship with the
City of Taguig
awareness level on online shopping. According to(Nada Mallah Boustani et.,al
2022) Because of the advancement of electronic commerce, online shopping has
emerged, merging commercial and social activities and enhancing the social
presence and value of the online environment. To improve the understanding of
the changes in the consumer behavior during the COVID-19 pandemic, this study
proposes a set of characteristics connected to the social side of online shopping
and their influence on client purchasing attitude in addition to the quality of the
platforms that are being used (service quality, system quality and information
quality). According to(Venkatesh M et.,al, 2021) In this modern era has millions
of customers are influenced over online shopping. Online searching may be a
kind of electronic commerce that permits the consumers and consumers to
directly purchase product or services from a merchant over the web employing a
web browser. particularly and essentially, the idea of online shopping is to lead
customers to a convenient way of shopping. Users and customers will be able to
save their time and money, plus retrieve all the product information with just few
clicks in few minutes. Moreover, purchasing can be done anywhere, anytime
according to their preferences.
Local Study
According to (Amoroso, Donald L. and Lim, Ricardo A., 2015) Personal
innovativeness did load on both attitude and repurchase intention for mobile
applications as originally hypothesized but was strongly loaded for attitude

City of Taguig
toward using. This research is a first step in understanding the adoption of mobile
applications by Filipino consumers. We initially hypothesized that consumer
behavior toward mobile applications would involve constructs of innovativeness,
ease of use, and satisfaction; however, we found that ease of use was less
significant in understanding repurchase intention to use mobile technologies.
Personal innovativeness was more important in explaining satisfaction with
mobile application attitudes and repurchase intention. The Filipino context of this
study also provides other interesting implications. As the Philippines transitions
into a more international market, western products start to guide market behavior,
particularly consumer adoption. According to (Julie Ann Mayo, et al.,2022)
Consumers’ perceived risk has been considered a fundamental concern of the
decision-making process when shopping online. This study aims to examine the
level of online shoppers’ intention towards online purchases as affected by
perceived risks. Results indicated a significant relationship between the extent of
the perceived risks by the selected public school teachers in Calapan City in
terms of product, financial, security, social, and time risk and the level of their
purchase intention. Moreover, the result of the study shows that despite the risks
they perceive in online shopping, they are still interested in online shopping, use
it frequently, and consider shopping online more than shopping at physical stores.
According to (Jayben P. Locion, et al.,2022) As things are turning so convenient,
it becomes significant to understand the perception of the customer while he is
making a purchase online. Customer perception and customer behavior helps us

City of Taguig
to comprehend the challenges faced by the marketers in comprehending the
consumer mind. The results show that many people turn towards online shopping
because there's a lot of benefits it can give to them especially for those who do
not want to go outside because of pandemic and for those people who are simply
a bit lazy to go out. A lot of researchers already mentioned the advantages of
using online shopping and how convenient it is. Consumer’s perception towards
online shopping is influenced with many factors such as shipment time, delivery,
availability, usefulness & quality of the products. According to (Kunbo Shi, et
al.,2023) One of the possible reasons is that the indirect effects of the built
environment on e-shopping through e-shopping attitudes are rarely considered.
Against this backdrop, considering the mediating role of e-shopping attitudes, this
paper aims to explore the influence of the built environment on the frequency of
e-shopping for clothes and shoes, food and drinks, cosmetics, and electronics.
The mediating role of attitudes provides a possible explanation for the influences
of transportation accessibility on e-shopping frequency. Land use policies seem
influential in online shopping attitudes and frequency, and thus moderate e-
shoppers’ travel demand. According to (Princess Diana Reyes, et al ., 2022) the
online shopping process is easy to understand. A hundred percent of the
respondents answered Agree that it would be easy for them to use online
shopping rather than going to a physical store. they are using mostly makes them
adopt more what online shopping today. 100% of the respondent’s answers
Agree that online shopping makes them aware of Digital shopping today. 90% of
City of Taguig
the respondent’s answers agree that using online shopping makes their life
improve. All of the respondent’s answers agree that they find it more convenient
to shop for their needs at their trusted online shopping store. Positively, all of the
respondents’ answers agree that they are much more aware to use their trusted
online application/ website in doing online shopping.
Foreign Literature
According to (Dergipark.org,2021) With the pandemic period, there have
been differences in online purchasing intention and behavior due to changes in
consumers’ social lives and consumption habits. The main purpose of this study
is to understand the changes in the online shopping attitudes of consumers
during the pandemic period and to obtain a model that will provide the intention
to purchase online. According to(Frontiers,2021) In recent years, the study of
consumer behavior has been marked by significant changes, mainly in decision-
making process and consequently in the influences of purchase intention. It is
through the analysis of the factors that have a direct impact on consumer
behavior that it is possible to innovate and meet their expectations. Consumer
behavior refers to the activities directly involved in obtaining products /services,
so it includes the decision-making processes that precede and succeed these
actions. According to(Frontiers,2022) In developing countries like Pakistan, the
Internet brought much convenience to businesses, specifically in the twenty-first
century. Due to the current COVID 19 pandemic, there has been a drastic
change in the way consumers have shifted toward online buying. According
City of Taguig
to(Projectguru,2019) The internet has become a constant key platform in every
sector through which companies can create a globally interconnected network of
information and business. The proliferation of e-commerce businesses across
the globe is mainly due to some key factors such as easy accessibility, innovative
marketing strategies, and service delivery satisfaction. This article aims to
explore different online consumer behaviour theories. According to
(Studycorgi,2022) Many social science researchers and practitioners have been
interested in the concept and field of consumer behavior. There is a lack of
consensus on what constitutes consumer behavior as scholars define the image
differently. The term has been described as “the actions and decision processes
of people who purchase goods and services for personal consumption''. There is
a general consensus on the importance of studying and understanding consumer
behavior, particularly the process and factors underlying purchase intentions..
Local Literature
According to (ABS-CBN News,2020) In the new normal, the number of
individuals deemed safe to gather in an area has shrunk from several thousands
to a mere handful as the novel coronavirus is believed to spread primarily from
person-to-person contact. Thus, people across the globe have turned to online
shopping, a alternative, to avoid catching the virus, which has infected at least 37
million citizens worldwide and killed over 1 million individuals. Although the
shopping aggregator admitted the Philippines is not as e-commerce-savvy as its
Southeast Asian neighbors such as Indonesia or Singapore, its stringent

City of Taguig
lockdown accelerated the country's online economy. According to(Filipino
Wealth,2022)The e-commerce industry in the Philippines is changing. With this
change comes new challenges and opportunities. So whether you’re looking for
research about online shopping in the Philippines because you are opening up a
store or a student studying business, you will find some surprising findings about
the online shopping market in the Philippines in today’s article. We have
comprised several research studies, independent data, and case studies below
to showcase the newest and most important forms of research about the online
shopping market in the Philippines. According to (International journal of
Business Management,2018) By studying the consumer buying behavior of
customer, the marketers are able to find innovative and creative solutions in
dealing with their target market. Understanding their wants and needs are just
the first step of the process that leads to buying decision to brand loyalty. This
paper provides an insight on the consumer buying behavior the Filipino style as
influence by colonial and foreign consumerism. The study of consumer behavior
helps businesses and organizations to improve their current marketing strategies
by applying new and unique selling proposition. According
to(Semanticscholar,2020) Online Shopping has become an important medium for
sales and marketing transaction. In fact, many people are switching from the
traditional form of trading goods and now joining the Online Shopping craze.
Businesses are taking advantage of this opportunity to introduce their products to
the market and to expand their reach. Philippines is the third highest in the Asia
City of Taguig
Pacific countries which was seen patronizing the platform of buying products
online. This research studied and explored the factors that affect the buying
behavior of the consumers and aimed to investigate the relationship of the
factors of online shopping and the consumer purchase decision process.
According to (SPIRALYTICS,2020) online shopping, businesses around the
globe are rethinking their retail strategies and ramping up their digital presence.
The Philippines is no exception to this trend. Despite returning to near pre-
pandemic levels, online shopping in the Philippines continues to grow, but that
means so is the competition. If you want to rise above your competitors or get a
head start in the industry, you need to understand Filipino online shopping
behavior to help you strategize your next move.
Subjective Norms
Foreign Study
According to (Christopher Allen Pramono et., al 2021),The purpose of this
study is to analyze the influence of Entrepreneurship Capability, Agility, Business
Transformation, Opportunity on Start-Up Behavior in E-Commerce Companies in
Indonesia During the Covid 19 Pandemic. The quantitative method used in this
study was applied to start-up companies in Greater Jakarta with a population of
522 start-ups. According to (John Chidume Anetoh, et., al 2021), The study
revealed that trust on online shopping has a significant and positive influence on
online shopping behaviour. The study found that consumer online shopping
City of Taguig
experience has a significant and positive influence on online shopping behaviour
for electronics. The study also discovered that consumer purchase intention has
a significant and positive influence on online shopping behaviour for e-products.
The study recommended among others that business operators and marketers
should continue to devote more on these enablers since they elicit positive and
significant consumer online shopping behaviour for e-products. According to (Li J,
et al 2021), Higher education institutions (HEIs), among other social systems,
have an irreplaceable role in combating COVID-19. However, we know little
about institutional and individual factors that might facilitate university students’
beliefs and behaviors toward preventive behaviors for COVID-19 within the
higher education context. Our study applies an extended theory of planned
behavior (TPB) model to investigate the structural relationships among the
institutional climate, attitudes, subjective norms, perceived behavioral control and
preventive behaviors of university students and to detect the moderating impacts
of perceived risk on the structural model. According to (Nayanajith, G. et., al
2020), Meanwhile, subjective norms refer to an individual's perception about the
particular behaviour, which is influenced by the judgment of significant others.
Similarly, adoption of innovative technologies, is driven by subjective norms,
ease of use, behavioural intentions, among other factors. Effect of subjective
norms on telebanking adoption intentions and actions, in the context of Sri
Lankan private banks is being examined in this study. According to (Rahadi, R.
A., et al 2020), This study provides a review of 50 number of papers, the

City of Taguig
synthesis and thus develops a comprehensive conceptual model for developing a
cashless society in a country. Based on our analysis, factors such as
performance expectancy, effort expectancy, facilitating conditions, perceived risk,
price value, perceived security, habit, trust, and social influence, all are affecting
the use behavior of a customers. Future studies using quantitative and qualitative
methods can be conducted based on the proposed conceptual model.
Local Study
According to (Ardvin Kester S Ong, et., al 2022) Online shopping has
accelerated during to the pandemic and an increase in online shopping cart
abandonment (SCA) was also evident. The growth of online shopping is
contributed by the rising middle class, high consumer spending, millennials, and
a tech-savvy population which is valuable to the growth of e-commerce. This
study aimed to predict the factors that affect SCA during the COVID-19
Pandemic utilizing the SEM-RFC hybrid. Several factors such as self-efficacy,
attribute conflicts, hesitation at checkout, emotional ambivalence, choice process
satisfaction, attitude, subjective norms, and perceived behavioral control were
analyzed simultaneously. According to(De Klerk, N. 2020).Therefore,
understanding their attitudes towards using price as an indicator of quality for
fashion products is likely to be essential in designing marketing strategies to
ensure sustained success and growth. According to(Jehorom A. Perez et.,al
2019), Shopping centers play a significant role in consumers' life cycle, from
shopping to social and recreational needs. With the growing business in the
City of Taguig
shopping center industry, the researchers aimed to determine the factors
affecting the consumers' intention in choosing a shopping center. According to
(Julie Ann Mayo, et., al 2022),Consumers’ perceived risk has been considered a
fundamental concern of the decision-making process when shopping online. This
study aims to examine the level of online shoppers’ intention towards online
purchases as affected by perceived risks. The study used descriptive-
correlational design to describe the extent of perceived risks in terms of product,
financial, security, social, and time risk and the level of purchase intention of the
participants. According to(Vivi Iswanti Nursyirwan,et., al 2020), The purpose of
this research was to analyze the effect of Promotion, Website Quality and Trust
on Purchase Intention in Shopee's e-commerce. The study employed purposive
sampling with certain criteria and iteration formulas so that the number of
samples obtained was 100 samples of Shopee e-commerce users from
undergraduate students of The Economic Faculty of Pamulang University as
respondents.
Foreign Literature
According to (Behavioural Neurology, 2021) Subjective norms refer to the
perceived social pressure to perform (or not to perform) a certain behaviour. The
influence of subjective norms can provide equivocal results. That someone who
aims to follow people’s expectations and wants to be the same would certainly
have good subjective standards in E-shopping behaviour. According to
(European Journal of Business and Management Research, 2021) Subjective

City of Taguig
Norm is defined as a person's perception of pressure in the social environment
that is accepted so that it shows certain behavior through considerations made
by someone. The social environment in question is an environment that is close
to someone such as family, friends, colleagues at work and others. Inputs from
social groups have an important and significant impact on the purchasing
decisions of potential consumers. This is because information from each
individual may be biased so that potential consumers will seek opinions from
people, they trust such as family, friends, or coworkers. According to
(International Journal of Academic Research in Business and Social Sciences,
2022) A subjective norm is the perceived social pressure to engage or not to
engage in a certain behavior. Therefore, subjective norm lead to the formation of
a behavioural intention. Subjective norms found to be influencing behavioural
intention have been explored in several studies such as civilization, Cloud
technology adoption, mobile payment services and social network sites.
According to (International Business and Accounting Research Journal, 2019)
The subjective norm is a composite of normative beliefs about a certain behavior
and the individual's motivation to comply with relevant others. friends, family
members and colleague as subjective norms have a positive influence individual
to buy online. subjective norms influence the behavioral intention. Prior studies
suggested that there is a positive relationship between subjective norm and
behavioral intention. According to (Sustainability, 2022) the perceived social
pressure to do or not to execute the conduct is described as a subjective norm.

City of Taguig
When discussing subjective norms, we mean the influences and results that the
referent group’s views have on consumers’ perceptions of using online shopping.
Subjective norms were split into external and internal components. The tight
social networks, such as those of family and friends, etc., make up the internal
subjective norm, whereas the external subjective norm is influenced by outside
forces such as the media, advertising, etc.
Local Literature
According to (Animorepository 2018) Attitude, subjective norm and
perceived behavioral control were found to significantly affect online shopping
intention among Filipino Millennials, which proves the validity of TPB in predicting
online shopping intention. According to (Honglei&Zeeshan 2021),Previous
studies have concluded that someone who aims to follow people's expectations
and wants to be the same would certainly have good subjective standards in E-
shopping behaviour. According to (JournalOfBasicAndApplied 2020),The study
looks into how the buying behaviour of the residents of Dumaguete City, in
regards to demographics and consumer buying capacity, is influenced by the
COVID-19 pandemic. According to (Nathalie&Irene 2020),Subjective norms are
based on the perception of an individual about what should or should not be
done in accordance with the reward or punishment that may be obtained from
carrying out such behavior. According to (Philstar 2021) Manila, Philippines It's
the mid-year already and people have just been treated to whopping mega sales.
City of Taguig
They did not have to queue in the mall, though. All they have to do is sit back at
home and click "add to cart."
Website Trust
Foreign Study
According to (Fimberg & Sousa, 2020) trust has become a critical issue in
designing and maintaining e-commerce platforms, without trust, no transaction
takes place, designing a trustworthy website can be challenging for companies
that make most or part of their profits online, trust is built through different
dimensions of website design, increasing the likeliness of buying from the site.
According to (Hudac, 2021) Pakistani consumers are most likely to trust websites
originating in developed countries, compared to those from developing countries,
and trust websites belonging to their own country the least. According to (Ijaz &
Rhee, 2018) Well-designed websites produce higher levels of trust and reduced
website irritation. Similarly, online shopping sites with better information design,
navigation design, and visual design also reduce website irritation and increase
trust. According to (Kouser, 2018) website quality and trust in e-commerce social
websites are positively related to online purchase intention. Users’ attitude
towards online shopping partially mediated the links. The study has important
implication for new e vendors such that in order to promote online shopping, they
need to improve quality features of website and enhance users’ trust. According
City of Taguig
to (Santo & Trigo, 2020) websites success depends on the confidence that
customers have in their use and reputation, the design of the website, both in
terms of its visual aspect and usability, contributes to increasing the confidence
of consumers.
Local Study
According to (Donn Enrique Moreno, et., al 2021), Sampling was chosen
using a purposive technique with 363 respondents comprised of the millennial
generation who have experienced buying in an online store in the Philippines.
The result suggests that customers who perceived online content, design,
reviews, and promotions of an e-store are more likely to trust the site. According
to (EP Capistrano 2021), Analyzing data from 399 customers of online food
delivery and tourism booking services, this research identifies certain factors that
affect Filipino online customers’ behavioral intentions to use technology,
specifically the websites and mobile apps of these services. According to (Kim
Edward Santos and Angelo Santos 2020), Second, the respondents trusted
online shopping websites/applications because of their marketing tactics, such as
word of mouth, to boost their credibility. According to (Lyka Mae Fajardo et al
2022), As to the results, most of the respondents strongly agreed that they are
satisfied with the delivery process of online shopping. Based on the experience
of respondents, online shopping is less effort and avoids consuming (physical)
energy. Most of them prefer online shopping if it has special offers or discounts
and they were preferring with a well-organized website. According to (Rene D

City of Taguig
Estember and Katrina Mae B Procopio 2020), The study was able to verify
through the comparison of usability tests that the proposed website showed
significant improvements to improve the webpage in terms of web usability and
interface design. The findings will be useful to entrepreneurs, online shoppers
and future researchers for an improved e-commerce experience.
Foreign Lit.
According to (Agwa, 2019) a beautifully designed, well-crafted, and
information-rich eCommerce website boosts the trust of your customers/users.
This is because your customers subconsciously assume that since you take
good care of your website, you will treat them with a comparative technique.
According to (Bowman, 2022) Website visitors are often very protective of their
information and want to know how you plan to use it. Having as much
transparency as possible about your company’s rules and fine print will ease
consumer doubts about how reliable your business is. According to (Enginess,
2020) web design can have a powerful subconscious impact on the level of trust
that users extend to the information on a company’s website and by extension, to
the company itself. According to (Forbes, 2021) If your website is not deemed
trustworthy by your customers, then it leads to low conversion rates, high bounce
rates and a high rate of shopping cart abandonment. According to (Uelzpay,
2022) no customer will buy from an online store if they have doubts about the
protection and security of their data. We have to convey transparency and clarity
about these issues to ensure that our customers and their data is protected.
City of Taguig
Local Lit.
According to (Adobo Magazine 2019), There are also institutions that
Filipinos would trust more over others: the science community over the religious
community when it comes to telling the truth; lawyers over NGOs and activists in
protecting individual rights and liberties; the courts and legal system over fellow
citizens in moral and legal issues; and 65% trust journalistic sources and experts
over anonymous, non-by-lined articles or opinion pieces in blogs and consumer-
generated websites. According to (IH Admin 2018), One thing you do is to make
a website that reflects your business owner’s personality and profession. You
must create a website that looks professional and a friendly user. It will catch the
attention of your potential clients and get their trust. According to (Jengchung
Victor Chen et al 2015), This study examines citizens’ propensity to use e-
governmental website services through the lens of the IS Success Model in
general, and in the context of the Philippine online tax filing system. Additionally,
attributes such as trust in technology, trust in government, trust in e-government
websites, and prior experience with government services which act as important
antecedents to the model are analyzed in this study. According to (Online Store
Builders 2022), A difficult task when bombarded with potential threats like
cybercrime and data theft. Adding a trust badge or having a trust signal, like
customer reviews, clearly displayed is just one of the ways to instill trust in your
eCommerce website. According to (Philippine Daily Inquirer 2015), Nevertheless,
the study also reveals the considerable opportunity for SMEs in the online retail
City of Taguig
space and suggests ways for them to win the trust that is so important to online
shoppers in this region.” The study suggests that doubts about using SME online
retailers’ websites haven’t dampened Apac consumers’ appetites for all cross-
border online purchases.
E-shopping Intention
Foreign study
According to (Dharun lingam Kasilingam, 2019) Using the technology
acceptance model and diffusion of innovations theory, this study evaluated the
intention of consumers to use chatbots on smartphones for shopping. This study
aimed to determine the association of perceived usefulness, perceived ease of
use, perceived enjoyment, price consciousness, perceived risk, trust, and
personal innovativeness with attitude and intention to use chatbots for shopping.
According to (Omotayo & Omotope, 2018) Online shopping creates opportunities
for businesses to reach consumers globally and directly. Evidences have
revealed that many consumers who search different online shops abandon their
purchase intentions or may not continue to use the online shops due to one
reason or the other. According to (Shabrina Ramadania Zhaki Braridwan 2019)
Technology development in this era has promoted new innovation in shopping.
Nowadays, there are a popular trading forms called online shopping system.
Online shopping can become a new medium for buyers and sellers to do a
transaction in goods or services. In Indonesia, online shopping has become

City of Taguig
popular nowadays. This research examines the factors influencing consumers to
use online shopping. According to (Thamaraiselvan Natarajan et.al, 2018),This
work was performed to understand the characteristics of the antecedents of m-
shopping adoption using mobile applications, with respect to the age of the
consumer and the type of device used. Satisfaction in using an information
system and personal innovativeness were also considered to have significant
influences on the intention to use mobile shopping applications. The moderating
effects of device type and age on the intention to use mobile shopping
applications were analyzed. According to (Zhou et.al, 2021) Live e-commerce
shopping has attracted widespread attention in the global market. Despite the
exponential growth of live e-commerce shopping, there are still challenges to
understand the customer psychological determination mechanism.
Local Study
According to Antoinnette R Acosta et.al (2021) Selection of E-Grocery
Platform Strategy in Highly Urbanized Cities in the Philippines Using Analytic
Hierarchy Process (AHP) and Structural Equation Modeling (SEM) Online
shopping has become a trend and has changed for the better, but most people
still do not feel being engaged with e-grocery as many people find the problems
in ordering to be outweighed by the convenience. This study is to determine the
significant factors that drive the consumers in highly urbanized cities in the
Philippines to go for e-grocery shopping. According to Darlene Gayle d. Dela
Fuente (2020) Determinant Factors Affecting Customer Satisfaction among

City of Taguig
Filipinos in Lazada Online Shopping Online shopping is booming in the
Philippines due to the strong improvement of the internet, mobile applications,
and various web developments. Based on a study conducted by Statista, the
Philippines ranks third place in the world's fastest-growing e-commerce markets
outlasting its neighbor country in Southeast Asia. According to Erika Nicole R
Sumague Jesus P Briones (2022) Impact of Social Media Marketing on the
Perceptions of E-Shopping Customers in the City of Santo Tomas, Batangas,
Philippines The study investigated the impact of social media marketing on the
perceptions of e-shopping customers in the City of Santo Tomas, Batangas,
Philippines. Specifically, the study aimed to determine its impact on the
perceptions of e-shopping customers as to online visibility, social media
engagement, social media integration, social media activities, and social media
experience. Moreover, the study also identified the important factors on how
social media marketing can be more effective. Lastly, the researchers proposed
marketing strategies relative to the findings of the study. According to Jimmylen Z
Tonio, et.al (2019) Lexical features and motivations of product reviews on
selected Philippine online shops consumers have become more comfortable with
online shopping. Subsequently, after purchasing, consumers tend to post their
own comments of the product in the same e-business websites. Because of this,
product reviews (PRs) have become an indispensable feature in online
businesses equally beneficial for both business owners and consumers.
According to Vanessa G. Guerrero et.al(2023) Modelling the barriers of online

City of Taguig
shopping in the Philippines using the ISM-MICMAC approach online shopping
has become an emerging trend. As the number of online shopping transactions
increases daily, it has become increasingly important to understand the barriers
that hinder the market. Despite its importance, current literature considers
buyers' perspectives with limited insights on the sellers' perceptions. This study
attempts to identify the barriers of online shopping and their interrelationships.
Foreign Lit.
In this book, Consumption and Consumer Society (Campbell, 2021),
Campbell made a major contribution to the development of this field and he has a
clear In this book Online Shopping Intentions Antecedents and Moderators of
Shopping Intention Formation in New Fields of E-Commerce (Fota, 2022), the
drivers and barriers that motivate or inhibit consumers to participate in e-
commerce are investigated, differentiating between the e-commerce sub-areas of
cross-border e-commerce, voice-commerce, conversational-commerce and
rental-commerce. This specification is both scientifically and practically relevant,
as the different subareas of e-commerce serve different consumer needs and
motivations, resulting in a diverse set of antecedents to form consumers' online
shopping intentions. In this Conference Proceedings, Finding New Ways to
Engage and Satisfy Global Customers (Krey & Rossi, 2018), explores the new
and innovative ways in which marketers find new global customers and build
meaningful bridges to them based on their wants and needs in order to ensure
City of Taguig
high levels of customer satisfaction. Customer loyalty is ensured through
continuous engagement with an ever-changing and demanding customer base.
Global forces are bringing cultures into collision, creating new challenges for
firms wanting to reach geographically and culturally distant markets, and causing
marketing managers to rethink how to build meaningful and stable relationships
with evermore demanding customers. According to van der Lans, et al(2021),
The purpose of any advertisement is to help potential consumers to proceed in
their shopping interest and satisfy their purchase intention. Research
demonstrates that after a click on an ads, a common experience is to search for
the products, but at the same time, online ads affect the product search. Records
of clicks also support buying behavior models and the contention that predicting
users’ preferences can be achieved. In this book The Palgrave Handbook of
Interactive Marketing (Wang, 2023), states that Interactive marketing, as one of
the fastest growing academic fields in contemporary business world, is the multi-
directional value creation and mutual-influence marketing process through active
customer connection, engagement, participation and interaction. Contemporary
interactive marketing has moved beyond the scope of direct marketing or digital
marketing, as the market is becoming a forum for conversations and interactions
among connected actors or participants in platform ecosystems. The
advancement of mobile technology with interactive content and personalized
experience makes interactive marketing the new normal in the business world.
Local Lit.
City of Taguig
According to ABS-CBN (2021), In the new normal, the number of
individuals deemed safe to gather in an area has shrunk from several thousands
to a mere handful as the novel coronavirus is believed to spread primarily from
person-to-person contact. Thus, people across the globe have turned to online
shopping, a contactless alternative, to avoid catching the virus, the online
shopping behavior that stemmed from the fallout of the crisis is likely to remain
even after the pandemic ends. According to (Inquirer 2022), Consumers are
becoming more intentional about spending, and demand convenience and
exceptional service from retailers more than ever, one area that most online
retailers typically overlook is after-purchase customer engagement. Customers
need to feel heard and supported even after purchasing items, or the relationship
won’t progress beyond a single transaction. This is where technology can provide
a two-way communication avenue for live exchanges, enabling retailers and
consumers to resolve after-purchase issues more efficiently. By putting the focus
on building relationships with consumers online through quality conversations,
retailers can move beyond one-sided transactional engagements and inch closer
to winning customer loyalty. According to (Janio 2019), On Why Filipinos Shop
online is because of Convenience of not having to go to and line up at brick-and-
mortar stores, Better prices compared to brick-and-mortar shops, and
Exclusive/better deals. According to (Philstar 2021), the main factors that
influence purchase behavior vary between females and males. For women, the
main factors that drive purchase behavior are the quality of the product (94.7%),
City of Taguig
pricing (91%) and good reviews (89.2%). Notably, good customer service is also
important to Filipino women, with 63.9% listing it as a key factor that influences
their purchase decision. In contrast, for men, the main factors that drive purchase
behavior are pricing (95.9%), the quality of the product (90.3%) and good reviews
(85.2%). According (Statista Research Department 2022) a survey on online
shopping behavior conducted by Rakuten Insight in June 2022, 54 percent of
respondents in the Philippines stated that they would continue shopping online
because it was much more convenient than going to a physical store. In
comparison, 17 percent of respondents expressed their concerns about
contracting COVID-19
City of Taguig
Synthesis of the Related Literatures and Studies
Related Literatures and Studies were previously mentioned in this
research paper were able to give perceptions regarding the ongoing study.
With similarities and differences from the insights of different authors. Both the
Studies and Literature points out the same thing. The authors agreed that online
shopping is something you must have.
Similarities of the Related Literatures and Studies
The study of (Parsharet et.,al, 2021) is similar to the present study of
(Aqeela Saleem et.,al, 2022), The internet has been widely accepted in every
modern society, and the act of purchasing products or services over the internet,
known as online/internet shopping, has revolutionized business, this growth has
been fuel led by the rapid adoption of technology, improving standards of living,
an increasingly young population, and economically advancing middle class, in
addition to that, according to (Fimberg & Sousa, 2020) trust has become a critical
issue in designing and maintaining e-commerce platforms, without trust, no
transaction takes place, designing a trustworthy website can be challenging for
companies that make most or part of their profits online, furthermore, according
to (Agwa, 2019) a beautifully designed, well-crafted, and information-rich
eCommerce website boosts the trust of your customers/users. This is because
your customers subconsciously assume that since you take good care of your
website, you will treat them with a comparative technique.

City of Taguig
Differences of the Related Literature and Studies
In Contrast, the study of (De Clerk, N., 2020) is different from the study of
(Vivi Iswanti Nursyirwan et al, 2020), The purpose of this research was to
analyze the effect of Promotion, Website Quality and Trust on Purchase Intention
in Shopee’s Commerce. In addition to that, according to (Julie Ann Mayo, et al,
2022), Consumers’ perceived risk has been considered a fundamental concern
of the decision-making process when shopping online. Furthermore, According to
(Honglei & Zeeshan, 2021), Previous studies have concluded that someone who
aims to follow people's expectations and wants to be the same would certainly
have good subjective standards in E-shopping Behaviour.

City of Taguig
CHAPTER III
METHODOLOGY
This chapter focuses on the discussion of the researchers' methods and
procedures used to answer the specific problems posed for evaluation. The
chapter specifically explained the research method, population and samples,
respondent of the study, instrumentation, data gathering procedure, and
statistical data treatment used for accurate data analysis and interpretation.
Research Method Used
The main purpose of this study is to determine the Factors Affecting E-
Shopping Behaviour of Online Shoppers of Barangay Central Signal in Taguig
City, the methodology used in this study is Quantitative Research. The
Quantitative data will provide the information on the Factors Affecting E-
Shopping Behaviour of Online Shoppers of Barangay Central Signal, Taguig City.
Based on this data, this study intends to investigate the relationship between the
variables and the primary objective analyzed and mathematically associated
through the use of statistical analysis. Furthermore, Quantitative research is used
by researchers to observe the Factors Affecting E-Shopping Behaviour of Online
Shoppers of Barangay Central Signal, Taguig City. In this study, questionnaires
related to the study will be used to accomplish the Descriptive Research method.
City of Taguig
Population and Sample Size
The Population size used to collect empirical data is forty six thousand six
hundred ninety five (46,695) this record was given by the administration head
staff of Barangay Central Signal Village, Taguig City as shown in table 1. The
researcher has created a questionnaire that matches the study. The survey
method was used in a quantitative approach and conducted a survey to
determine the factors affecting e-shopping behavior of selected online shoppers.
Researchers also used purposive sampling Purposive sampling (also known as
judgment, selective or subjective sampling) is a sampling technique in which
researcher relies on his or her own judgment when choosing members of
population to participate in the study.
The participants of this study are the online shoppers in Barangay Central
Signal. From forty six thousand six hundred ninety five (46,695) population of
Barangay Central Signal, Taguig City one hundred one (101) random online
shoppers are the respondents of this study. Selective sampling was used to
identify the respondents. A questionnaire is given to the buyer. As a result,
respondents contribute data for this study.
Table 1. Total Population
Barangay Population
Central Signal 46,695

City of Taguig
Random Respondents 101
Sampling Technique
The primary sampling technique used in this study is purposive sampling.
Purposive sampling is a non-probability sampling method, and it occurs when
"elements selected for the sample are chosen by the judgment of the researcher.
Researchers often believe that they can obtain a representative sample by using
a sound judgment, which will result in saving time and money".
Instrumentation
The researchers formulated a paper - based survey questionnaire to
respondents for their primary gathering tool. Questions were framed according to
the Factors Affecting E-Shopping Behaviour of Online Shoppers of Barangay
Central Signal, Taguig City. The questionnaire was categorized into two parts in
a systematic way. Part one (1) demographic profile. Part 2 has four (4) sets of
factors that have five (5) corresponding questions each.
Four Point Likert Scale
Is a psychometric response scale used to rate responders on a scale of
one to four.
Respondents frequently rank their level of agreement on a one-to-four
scale.
City of Taguig
Scale Mean Range Verbal Interpretation
4 3.26 Strongly Agree
3 3.00 Agree
2 2.26 Disagree
1 2.00 Strongly Disagree
Data Gathering Procedure
In gathering crucial data, the researchers wrote letter of request that is
already signed by the researcher adviser, research statistician, and college Dean
and went to Barangay Central Signal, Taguig City to ask for the permission and
to conduct and administer questionnaires.
In order to prevent participants from assuming the answers to the
questions were reliable, the researcher clarified some points throughout the
questionnaire's delivery. The collected data were noted, collated, and examine.
The study's findings were interpreted from the results.
Statistical Treatment of Data
To analyze the data for the study, conventional techniques will be used.
According to the study's objectives, the information gathered from the
questionnaire's results will be tabulated and analyzed. The response will be

City of Taguig
statistically analyzed, specifically using the frequency and percentage
distributions.
Frequency and Percentage (%)
The frequency is the number of times a particular score appears in a given
set of data is measured.
The percentage technique was used to determine the percentage of data
generated by the researchers following the right process. This is used to interrupt
the proportion of a group in the study.
�
Formula: � = ��%
�
Where:
P = Percentage expressed in %
f = frequency
N = Number of respondents
The researcher conducted an assessment on the whole population of
Barangay Central Signal. They received a response from its administrative head
staffs, a number of forty six thousand six hundred ninety five (46,695) population.
City of Taguig
Weighted Mean
This will be used to assess the responders' personal profiles.
Formula: �� = ��/�
Where:
X = Weighted mean
W=Weighted
∑ = Summation
N = Total Responses
f = Frequency
Verbal lnterpretation
It involves not only the discovery of the meaning of words taken singly, but
also the discovery of the meaning of words in groups; that is, It involves
application of the rules of grammar to reveal the sense of phrases and sentences.
Ranking
The ranking is a question response format used when a researcher is
interested in establishing some type of priority among a set of objects, whether
they be policies, attributes, organizations, individuals, or some other topic or
property of interest.
City of Taguig
One way ANOVA
A one-way ANOVA is used to determine whether or not there is a
statistically significant difference between the means of three or more
independent groups. In the ANOVA Setting. the observed variance in a particular
variable is partitioned into components attributable to different sources of
variation.
��
Formula: �=
��
Where:
F=ANOVA coefficient
MST=Mean sum of squares due to treatment
MSE=Mean sum of squares due to error.
of their homes. It’s therefore imperative for

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Taguig City University 1

FACTORS AFFECTING E-SHOPPING BEHAVIOUR OF

A Thesis Presented to the

In Partial Fulfillment of the Requirements for the Degree

Geronimo, Aaron Julius

Taguig City University 2

THE PROBLEM AND ITS BACKGROUND

Online shopping or electronic shopping is searching for and purchasing

house. Today, almost anything can be purchased through online shopping,

amounting to billions of dollars a year in sales. E-commerce, also known as

electronic commerce or internet commerce, refers to the buying and selling of

execute these transactions. (Computer Hope, 2020).

According to (Erika Nicole R Sumague & Jesus P Briones, 2022).The

study investigated the impact of social media marketing on the perceptions of e-

shopping customers in the City of Santo Tomas, Batangas, Philippines.

Specifically, the study aimed to determine its impact on the perceptions of e-

shopping customers as to online visibility, social media engagement, social

be more effective. Lastly, the researchers proposed marketing strategies relative

Taguig City University 3

online shopping transactions increases daily, it has become increasingly

importance, current literature considers buyers' perspectives with limited insights

on the sellers' perceptions. Understanding the sellers' point of view provides a

interpretive structural modelling and MICMAC analysis. Findings show that

implications of these findings are discussed.

Taguig City University 4

Background of the Study

system called Redifon's Office Revolution in March 1980, connecting sales

companies, suppliers, and customers together. Companies were able to order

supplies from suppliers and sell products to customers electronically, utilizing

videotex technology. It is considered a major predecessor and influence on the

development of online shopping as we know it today. In 1994, several years after

completed through NetMark and Internet Shopping Network in 1994, beginning

shopping websites utilized Intershop Online, an online shopping software system,

developed in 1995 by Intershop Communications AG. The Intershop Online

software allowed businesses to more easily add online shopping capabilities,

or e-commerce, on their website, with secure transactions for their customers.

Barangay Central Signal Village Taguig City, is a vibrant community,

relocated in the area of (EM’s Signal Barrio) from UP Compound, Diliman,

Taguig City University 5

inhabitants an information of the Barangay Nutrition Council Census of 2019, and

residing as Barangay Chairman Atty. Hon. Henry I. Dueñas.

Barangay Central Signal Village is a residential and commercial area.

There are no major commercial establishment or factories. Only small and

property taxes and community tax.

Taguig City University 6

Factors Affecting E-Shopping Behaviour: Application of Theory of Planned

Behaviour (Honglei Tang et. al, 2021).

As per the theoretical framework of the research (Figure 1), hypotheses

were developed to investigate the research objectives. Hypotheses are used to

in a formal statement, which can be tested through some statistical operation.

Taguig City University 7

a specific behaviour. More precisely, it refers to an individual’s perception about

we developed the following hypotheses:

Hypothesis 1a (H1a). Subjective norms affect the garment E-shopping behaviour

Hypothesis 1b (H1b). Subjective norms affect the garment E-shopping intentions

Hypothesis 1c (H1c). Subjective norms affect the garment E-shopping behaviour

of consumer, through the mediating role of E-shopping intentions.

positive influence of online shopping attitude on online purchase intention and

it was hypothesized that

Taguig City University 8

Hypothesis 2a (H2a). Attitude affects garment E-shopping behaviour.

Hypothesis 2b (H2b). Attitude affects garment E-shopping intentions.