FACTORS INFLUENCING

CONSUMERS BUYING BEHAVIOUR

IN E-COMMERCE BUSINESS
DURING THE COVID19
PANDEMIC: A STUDY ABOUT
MANAGING THE EFFECTIVENESS
OF E- COMMERCE PLATFORMS
IN MUNICIPALITY OF BALETE

A Thesis
Presented to the Faculty of
College of Business Accountancy & Auditing
University of Batangas – Lipa City
Lipa City, Batangas

In Partial Fulfilment
of the Requirements for the Degree
Bachelor of Science in Business Administration
 INTRODUCTION
Learning how to establish an e-commerce firm, like any other
business, is not always simple — but establishing, launching, and
managing websites where innovators, designers, and creators of all
kinds can sell their wares is now easier than ever. The researchers
want to conduct this study to determine the factors that influence
consumers buying behaviors in e-commerce business during the
Covid 19 Pandemic. Moreover, the researchers will help the
consumers to be observant and mindful in using e-commerce
business. Thus, this study will contribute also to how to manage
e-commerce effectively in the Municipality of Balete.

PAYO
PAYO
STATEMENT OF THE PROBLEM

• This study conducted by the researcher has a chief concern

regarding the factors affecting the consumers buying behavior in
E-commerce Business during the COVID-19 Pandemic. To obtain
all the essential knowledge, data, and information, the research
sought to answer the crucial questions as follow:

1. What are the factors that influence consumer buying behavior in

e-commerce business during the pandemic in terms of:
• 1.1. Pandemic fear
• 1.2. E-paper advertisement: and
• 1.3. Sustainable consumption

PAYO
2. How do the consumers evaluate the e – commerce platforms in terms
of:
• 2.1. Customer service
• 2.2. Order fulfillment
• 2.3. Cyber security
• 2.4. Returns and refund policies

3. Is there a significant relationship between consumer buying behavior

in e – commerce business during pandemic and components of e –
commerce platforms?
4. Based on the findings, what virtual seminar may be done?

PAYO
CONCEPTUAL FRAMEWORK

PAYO
METHODOLOGY
DESIGN
The Correlational Research Design was used in gathering data and
information needed to fulfill this endeavor.

SUBJECT
The respondents of the study 55 consumers who are using e-commerce
business platforms aged 18 – 45 years in Municipality of Balete.

INSTRUMENT
Researcher-made questionnaire.

PAYO
 Table 1
Consumer Buying Behavior in E-Commerce Business during Pandemic
in Terms of Pandemic Fear
 Table 2
Consumer Buying Behavior in E-Commerce Business during Pandemic
in terms of E-paper Advertisement

E – Paper Advertisement SD Weighted Verbal Interpretation

Simply put, advertising a business through Mean
advertisements in print or digital publications/newspapers.

1. I am confident it provides informative advertisements .61 3.18 Agree

with actual facts.

2. I feel more engaged using the internet in advertising. .65 3.36 Agree

3. I can easily understand the use of the product .60 3.42 Agree
through advertisements.

4. I feel positive about the effectiveness of the product. .68 3.15 Agree

Composite Mean .64 3.28 Agree

 Table 3
Consumer Buying Behavior in E-Commerce Business during Pandemic in terms of
Sustainable Consumption

Sustainable Consumption SD Weighted Mean Verbal

Interpretation
The use of services and related products that meet basic needs
and improve quality of life.

1. I am encouraged by the justifiable consumption of food

choices when buying through an E -commerce business. 0.56 3.20 Agree

2. I recognize the sustainable materials that can be used at

home when buying through an e – commerce business. 0.57 3.31 Agree

3. I am able to improve my lifestyle through the use of

e-commerce business, emphasizing the benefits of products 0.67 3.13 Agree
which have a sustainable consumption.

4. I am confident that it widens my knowledge on the ways of

sustaining environmentally-significant activities. 0.68 3.40 Agree

Composite Mean 0.62 3.26 Agree

 Table 4
Consumers Evaluation of E-Commerce Platforms in terms of Customer Service

Customer Service SD Weighted Verbal

Mean Interpretation

1. It posts items that are excellent and valuable. 0.54 3.24 Agree

2. It is user friendly. 0.63 3.47 Agree

3. It guarantees the satisfaction of the customers on 0.63 3.22 Agree

the offered products.

4. It provides quality information on the products 0.59 3.27 Agree

offered.

Composite Mean 0.60 3.30 Agree

 Table 5
Consumers Evaluation of E-Commerce Platforms in terms of Order Fulfilment

Order Fulfilment SD Weighted Mean Verbal Interpretation

1. It gives updates to the status of the ordered 0.57 3.45 Agree

product.

2. It offers different modes of payments. 0.47 3.69 Strongly Agree

3. It accepts feedback and comments regarding the 0.48 3.65 Strongly Agree
product.

4. It offers hassle free transactions. 0.54 3.49 Agree

Composite Mean 0.52 3.57 Strongly Agree

 Table 6
Factors Influencing consumers buying behavior in e-commerce business during
the covid-19 pandemic in terms of Cyber Security

Cyber Security SD Weighted Mean Verbal Interpretation

1. It ensures that customers are free from security

threats (hacking, misuse of personal data, .58 3.18
phishing attacks, and etc.). Agree

2. It has a cyber security policy (ex: mandatory

.59
password changing). 3.20 Agree

3. It provides clear directions of e – commerce

security for safe transactions. (ex: asking for .55
authentication and recorded transactions). 3.33 Agree

4. It assures the security protection of the

customers. .52 3.36 Agree

Composite Mean .56 3.27 Agree

 Table 7
Factors Influencing Consumers Buying Behavior in E-commerce business during
the covid-19 pandemic in terms of Return and Refund Policies

Return and Refund Policy Weighted Mean Verbal Interpretation

SD

1. It has clear information about the return and refund 0.70 3.36 Agree
policies.

2. It gives assistance to the customers for the return and 0.63 3.29 Agree
refund processes.

3. It provides transparency for the issues and concerns of the 0.59 3.38 Agree
customers.

4. It uses accessible language to make the return and refund 0.54 3.44 Agree
policies easily understood.

Composite Mean 0.62 3.37 Agree

 Table 7
Significant Relationship Between the Consumer Buying Behavior and the
Evaluation of E-Commerce During Pandemic
 FINDINGS
After the needed data were classified, tallied and tabulated, using statistical tools, the findings were as
follows:

1. Consumer Buying Behavior in E-Commerce Business during Pandemic in

terms of :
1.1 Pandemic Fear
As to the factors that influence the consumers buying behavior in E-commerce Business during
the Covid-19 Pandemic in terms of Pandemic Fear, respondents agreed on becoming more
interested in buying my necessities through an e- commerce business had the highest mean of
3.42. Also, feeling calm because the e – commerce platforms provide medical supplies that can
be shipped immediately had the lowest mean of 3.15 interpreted as agree.

VILLAFUERTE
 FINDINGS
1.2 E – paper advertisement
As to the factors that influence the consumers buying behavior in E-commerce
Business during the Covid-19 Pandemic in terms of E-paper Advertisement,
respondents agreed on becoming more easily understand the use of the
product through advertisements had the highest mean of 3.42. Also, feel
positive about the effectiveness of the product had the lowest mean of 3.15
interpreted as agree.

VILLAFUERTE
 FINDINGS
1.3 Sustainable consumption

As to the factors that influence the consumers buying behavior in E-commerce Business
during the Covid-19 Pandemic in terms of Sustainable Consumption, respondents agreed

on confident that it widens my knowledge on the ways of sustaining

environmentally-significant activities had the highest mean of 3.40. Also, able to
improve my lifestyle through the use of e-commerce business, emphasizing the
benefits of products which have a sustainable consumption had the lowest mean of
3.13 interpreted as agree.

VILLAFUERTE
 FINDINGS
2.Consumers Evaluation of E-Commerce Platforms in terms of Order Fulfilment
2.1 Customer Service
As to the factors that influence the Consumers Evaluation of E-Commerce Platforms in terms of
Customer Service, respondents agreed on confident that it It is user friendly and had the highest mean of
3.47. Also, It posts items that are excellent and valuable had the lowest mean of 3.24 interpreted as agree.

2.2 Order Fulfillment

As to the factors that influence the Consumers Evaluation of E-Commerce Platforms in terms of Order
Fulfillment, respondents agreed on It offers different modes of payments and had the highest mean of 3.69.
Also, It gives updates to the status of the ordered product had the lowest mean of 3.45 interpreted as
agree.

VILLAFUERTE
 FINDINGS
2.3 Cyber Security

As to the factors that influence the Consumers Evaluation of

E-Commerce Platforms in terms of Cyber Security, respondents agreed on It
assures the security protection of the customers and had the highest mean of
3.36. Also, It ensures that customers are free from security threats (hacking,
misuse of personal data, phishing attacks, and etc.). had the lowest mean of
3.18 interpreted as agree.

VILLAFUERTE
 FINDINGS
2.4 Return and Refund Policies

As to the factors that influence the Consumers Evaluation of

E-Commerce Platforms in terms of Return and Refund Policies,
respondents agreed on It uses accessible language to make the return and
refund policies easily understood and had the highest mean of 3.44. Also,
It gives assistance to the customers for the return and refund processes
had the lowest mean of 3.29 interpreted as agree.

VILLAFUERTE
 CONCLUSION
• Pandemic fear had significant effect with customer service order fulfilment,
return and refund policies and cyber security but it does not have a
significant relationship to the evaluation of the customers to the e –
commerce platforms.
• E – paper advertisement and the evaluation of the consumers to e –
commerce platforms had significant effect in terms of customer service,
return and refund policies, cyber security, and order fulfilment but it does
not have significant relationship to the evaluation of the customers to the e
– commerce platforms.
RACELIS
 CONCLUSION
• Sustainable consumption and the evaluation of the consumers
to e – commerce platforms had no significant effect in terms of
return and refund policies, order fulfilment and cyber security,
and customer service but it does not have significant
relationship to the evaluation of the customers to the e –
commerce platforms.

RACELIS
 RECOMMENDATION
In the light of the findings and conclusions, the researchers hereby recommend the
following:
1. It is recommended that e-commerce businesses prioritize customer service, order fulfillment,
return and refund policies, and cyber security measures to address the impact of pandemic fear on
consumer buying behavior, while also focusing on enhancing the overall evaluation of customers
towards their e-commerce platforms.
2. It is recommended that e-commerce businesses should invest in strategic and targeted e-paper
advertising campaigns to improve their customer service, return and refund policies, cyber security,
and order fulfillment. Additionally, e-commerce platforms should prioritize improving their overall
evaluation by customers through consistent and effective communication, enhanced user
experience, and reliable product delivery.
RACELIS
 RECOMMENDATION
3. It is recommended that e-commerce platforms prioritize incorporating sustainable
practices throughout their operations to enhance overall customer satisfaction and loyalty.
4. The virtual information service for the consumers may be modified may be modified

and evaluated by experts, and later be presented virtually and uploaded for the

consumer’s understanding.

5. Similar studies in the e – commerce business platforms including variables not included

in the present study may be conducted as a follow-up study.

RACELIS
 BIBLIOGRAPHY
Afridi, F. E. A., Jan, S., Ayaz, B., & Irfan, M. (2021). The impact of Covid-19 on E-business practices and
consumer buying behavior in a developing country. Amazonia Investiga, 10(38), 97-112.

Ali Taha V, Pencarelli T, Škerháková V et al (2021) The use of social media and its impact on shopping behavior
of Slovak and Italian consumers during COVID-19 pandemic. Sustainability 13:1710

Andrienko, O. (2020). Ecommerce & Consumer Trends During Coronavirus. from

https://www.semrush.com/blog/ecommerce-covid-19/

Bosman, D. J., Boshoff, C., & Van Rooyen, G. J. (2013). The review credibility of electronic word-of-mouth
communication on e-commerce platforms. Management Dynamics: Journal of the Southern African Institute for
Management Scientists, 22(3), 29-44.

Chavda, V. (2020). A Study on Effect of Product Packaging Elements on Consumer Buying. Behaviour. IIMS
Journal of Management Science, 11(1), 45-50.
THANK YOU AND
GODBLESS!