Andanar Manuscript Revised

EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN BUSINESS
OPERATION SYSTEM OF ONLINESELLERS IN SELECTED

AREAS IN CAVITE
Undergraduate Thesis
Submitted to the Faculty of the
College of Economics, Management and Development
Studies Cavite State University
Indang, Cavite
In partial fulfillment
Of the requirements for the degree
Bachelor of Science in Business Management
(Major in Operations Management)
GIN PATRICK A. ANDANAR

JOHN CEDRIC M. ANDAYA
FRANCIS AARON M. ANGUE
MARY JOY M. CASTILLO
CLARRISE MAE M. GOYALA
ANDREI V. TAAY
June 2022
Republic of the Philippines
CAVITE STATE UNIVERSITY
Don Severino de las Alas Campus
Indang, Cavite www.cvsu.edu.ph
COLLEGE OF ECONOMICS, MANAGEMENT, AND DEVELOPMENT

Department of Management
Authors: GIN PATRICK A. ANDANAR MARY JOY M. CASTILLO

JOHN CEDRIC M. ANDAYA CLARRISE MAE M. GOYOLA
FRANCIS AARON M. ANGUE ANDREI V. TAAY
Title: EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN BUSINESS

OPERATION SYSTEM OF ONLINE SELLERS IN SELECTED AREAS IN CAVITE
A P P R O V E D:
VERONICA L. JIMENEZ ______ RONAL ARBOLEDA _______

Adviser Date Technical Critic Date
MARIA CORAZON A. BUENA, PhD ______ MARY GRACE A. ILAGAN _______

Department Chairperson Date College Research Coordinator Date
TITA C. LOPEZ, PhD _______

Dean Date
i
BIOGRAPHICAL DATA
Gin Patrick A. Andanar was born on September 25, 1999 in Dasmariñas
City, Cavite. He is the third brother of Mrs. Teresita A. Andanar and Rudyard A.
Andanar. His brother named Giner A. Andanar, sisters named Crystal Gin A.
Andanar and Grace Gin Gale A. Andanar.
In 2012, he finished his primary education in Dasmariñas Elementary school.
In 2016, he finished his secondary education at Langkaan II National
Highschool. He finally graduated his senior high school at Emilio Aguinaldo
College - Cavite with a strand of Science, Technology, Engineering and
Mathematics in 2018.
He pursues his college education at Cavite State University - Indang, Cavite
with the degree of Bachelor of Science in Business Management Major in
Operations Management.
GIN PATRICK A.
ANDANAR
John Cedric M. Andaya was born on January 30, 2001, in the City of
ii
BIOGRAPHICAL DATA
Dasmariñas, Cavite. He has two siblings, two boys and one girl, including him, and
he is the second child of Mr. Demetrio H. Andaya and Mrs. Cecilia M. Andaya. He
currently resides in Paliparan 2, City of Dasmariñas, Cavite.
He finished her primary education at Mahonri Academy and Science High
School in 2012. He completed her Junior High School at Mahonri Academy and
Science High School in 2016 with Honors. He obtained his secondary education or
Senior High School at Mahonri Academy and Science High School, taking the
ABM strand in 2019 with Honors.
He is currently enrolled at Cavite State University in Indang, with a degree
of Bachelor of Science in Business Management major in Operations
Management in 2022. He has also been a consistent academic scholar since her
freshman year.
JOHN CEDRIC M.
ANDAYA
iii
BIOGRAPHICAL DATA
Francis Aaron M. Angue was born on October 2, 2000 in Naic, Cavite. He
is the third son of Mrs. Graciela Angue and Mr. Francisco Angue. His sisters are
Rose Anne M. Angue and Graciel Anne M. Angue.
In 2013, he finished his primary education at Maragondon Parochial
School. In 2017, he finished his secondary education at Bucal National High
School. He finally graduated Senior High School at Saint Augustine School with a
strand of Science, Technology, Engineering and Mathematics in April 2019.
He pursues his college education at Cavite State University, Indang Cavite
with the degree of Bachelor of Science in Business Management major in
FRANCIS AARON M.
ANGUE
iv
BIOGRAPHICAL DATA
Mary Joy M. Castillo was born on September 23, 2000 at Brgy. Payapa
Ibaba, Lemery, Batangas. She is the first child and first daughter of Mr. Adriano P.
Castillo and Mrs. Jacquiline M. Castillo. Her siblings are Ms. Marineth Karyl M.
Castillo and Mr. Adrian M. Castillo.
In 2013, she finished her primary education at Payapa Elementary School.
In 2017, she finished her secondary education at Tagaytay City National High
School. She finally graduated Senior High School at Olivarez College Tagaytay
with the academic strand of Science, Technology, Engineering and Mathematics
in
2019.
She pursues her college education at Cavite State University, Indang,
Cavite with the degree of Bachelor of Science in Business Management major in

v
BIOGRAPHICAL DATA
Clarrise Mae M. Goyala was born on May 07, 1999 at Indang, Cavite. She
is the only daughter of Mr. Clarito L. Goyala JR. and Mrs. Rosemarie M. Goyala.
Her siblings are Mr. John Ross M. Goyala and Mr. Clarito M. Goyala III.
In 2011, she finished her primary education at Mataas na Lupa Elementary
School. In 2015, she finished her secondary education at Lumampong National

High
School Indang Annex.
She pursues her college education at Cavite State University, Indang,
Cavite with the degree of Bachelor of Science in Business Management major in
CLARRISE MAE M. GOYALA
Andrei V. Taay was born on October 2, 2000 in Sampaloc, Manila. He is
the only son of Mr. Arceo M. Taay and Mrs. Beverly V. Taay.
In 2012, he finished his primary education at The True Vine Dynamic

vi
BIOGRAPHICAL DATA
School. In 2016, he finished his secondary education at Nineveh Academy School.
He graduated senior high school with honors at Lyceum of the Philippines- Cavite
with a strand of Science, Technology, Engineering and Mathematics in April 2018.
He pursues his college education at Cavite State University, Indang, Cavite
with the degree of Bachelor of Science in Business Management major in
ANDREI V. TAAY
vii
ACKNOWLEDGEMENT
The researchers would like to express their appreciation and sincerest
gratitude to the following persons who generously and patiently help in completing
this study.
Veronica L. Jimenez, thesis adviser, for the constant encouragements,
unwavering support and for sharing her knowledge and valuable skills;
Ronald Arboleda, technical critic, for his valuable comments, suggestions and
constructive criticism that greatly improve the content of this study;
Betsy Rose S. Fidel, thesis coordinator, for her comments and suggestions in
organizing the manuscript;
Dr. Maria Corazon A. Buena, chairperson of the Department of
Management, for her support and inspiration;
Mrs. Mary Grace A. Ilagan, college research coordinator for her insightful
comments and suggestions regarding the manuscript's organization;
Dr. Tita C. Lopez, dean of the College of Economics, Management and
Development Studies, for her motivation and support;
Their family and friends, for providing their utmost support and being an
inspiration;
Foremost, the Almighty God for his guidance and gift of knowledge.
THE AUTHORS
viii
PERSONAL ACKNOWLEDGEMENT
The Author wants to express her gratitude and appreciation to the following
individuals who have contributed significantly:
First, to our god who is always there to give us directions every day. Guiding us
with all the decisions he make for every dilemma he encountered. For supporting
every step he makes with every challenges and problems in his life. And lastly, a gift
that god gave to him by having a healthy life with supportive family.
To Andanar family, by serving as an inspiration to pursue all his dreams and a
motivation to continue every day. Giving appreciation for being there with me at all
times despite of all the mistakes he made. A family that made him realize that
success is not what you dream, but every achievement you have made from the very
beginning.
Of course, to his friends, who’s always there with him with all his struggles. The
advice they give to show support every time he opens a problem. With all the
gimmicks just to somehow forget the stress he had from work and studies at the
same time. Also, he would like to express his appreciation to his Adviser, Technical
Critic who also stand as our statistician. The professionals who remain kind and
considerate in every struggle during the study. For giving us the privilege of
educations about things he should know about doing the study. Guiding us with all
their heart step by step until the study ends.
Lastly, to his groupmates as part of this study, by having a good communication
with them. By helping each other with every struggle before and during
brainstorming.
Until now, they still the same day one for being such the best groupmates he ever
had.
ix
GIN PATRICK A. ANDANAR
The author would like to acknowledge and give the warmest thanks to those
individuals who have been there to aid and support the completion of this research.
To begin with, to our Almighty God, for giving him the strength, wisdom, and
motivation throughout his life. For being there always to guide him and provide
provision in every battle, challenges, or any situation in life. For endless blessings
that he received in his daily lives, for health, mentally, physically and even spiritually.
For not abandoning him during difficult times. Without God, this journey would not be
possible.
His Family, Cecilia Andaya, Demetrio Andaya, Riosselle Andaya, and Roice
John Andaya, and his girlfriend Abegail Jahzeel Janaban. For providing him the
courage and motivation to keep going. For unconditional love and care for him. For
being there to support and help him through ups and downs. For believing in him.
This would not be possible if they were not on his side.
Also, the author would like to give thanks to his co-researchers, Gin Patrick
Andanar, Mary Joy Castillo, Andrei Taay, Francis Aaron Angue and Clarisse Gayola.
For not giving up on this study. For always there if someone needs a help. And for
making the research fun but meaningful.
His research adviser, Mrs. Veronica L. Jimenez, for the guide and being
understanding in all situations. For providing support to the researchers and not
pressure.
To his research technical critic and statistician, Mr. Ronald A. Arboleda, fer
being always there to guide him and correct every mistakes. For being kind and
gentle. For providing time for making suggestions and comments that will help the
x
study to improve. For giving encouragement to continue and make this study
happen.
Lastly, those respondents who participate and make time for this study in
providing answers to the research questions. This study would not be possible
without the cooperation of everyone. The author would like to give thanks and
appreciation to everyone.
JOHN CEDRIC M. ANDAYA

xi
The author would like to extend his whole gratitude to the following people
who have been part of the completion of this research study:
First of all, to our Lord Jesus Christ for his guidance, wisdom, and strength.
To his family for providing the researcher with unfailing support throughout
the process of doing the research paper.
Mrs. Veronica L. Jimenez, Research Adviser, for understanding, guidance,
advice, and comments she provided to improve the study.
Mr. Ronald A. Arboleda, Technical Critic, for teaching them the good and
correct way of conducting the research for encouraging them to finish the research
paper.
For his co-researchers, Gee, Mary joy, Cedric, Clarisse, and Andrei, for their
patience, kindness and never-ending support.
And the author would like to show his gratitude to the participants of the
research paper for fully participating during the research; with their full cooperation,
the researchers succeeded. And to everyone who directly and indirectly lent their
hand to this research study.
FRANCIS AARON M. ANGUE
xii
The author would like to express her sincerest gratitude and heartfelt
appreciation to the following individuals who have provided invaluable assistance
and selflessly shared their time, effort, moral support, and encouragement in the
fulfillment of this study.
First and foremost, to our Almighty God, for always providing her with
strength, knowledge, and motivation throughout her life. His spiritual blessing that
made possible the completion of this thesis is beyond compare and noteworthy to
acknowledge. Without him, this journey would not be possible.
Her thesis adviser Mrs. Veronica L. Jimenez, technical critic and also their
statistician Mr. Ronald Arboleda who remain gentle, kind, and considerate of them.
For assisting them during the research. For always guiding and educating them. This
would never be possible without them by her side.
To her loving parents who believes in her and serve as her support system,
Mr. Adriano P. Castillo and Mrs. Jacquiline M. Castillo. For providing her the courage
and motivation to keep going. For unconditionally loving and supporting her. Also,
her sister Marineth Karyl M. Castillo and her brother Adrian M. Castillo for making her
happy and motivated all the time. Who cheered her from afar and for constantly
making themselves available for her. This would never be feasible if they were not on
her side.
The author would like to express her gratitude and appreciation to her thesis
partners: Gin Patrick, John Cedric, Francis Aaron, Andrei and Clarisse, for their
utmost effort, support, and significant contributions and cooperation to finish the
study;
Her college friends who serve as her guide while making the thesis. For
always helping her and giving her strength and encouragement. For always reaching
out their arms to her. They contributed a lot on her confidence and college life.
Her lover, Mark Ehdward, for always being at her side, helping her in so many
ways he could, for answering her nonstop calls when she had a lot to rant, complain,
xiii
or simply share her day. For his unwavering support, love and for constantly
reminding her that she could do everything. She is grateful for his existence.
This work is purely dedicated to everyone who believed in her and to those
who have been throughout this process.
xiv
The author would like to acknowledge and give thanks to those people who
have been part of these study with endless support to the completion of this
research.
First and foremost, I would like to praise and thank God, the Almighty, who
has granted countless blessing, knowledge, and opportunity to the writer, so that I
have been finally able to accomplish the thesis.
Her Family, she will forever be indebted to her beloved parents Clarito L.
Goyala JR. and Rosemarie M. Goyala, for giving her unfailing support and
encouragement during the academic year and the completion of this thesis. For
always trying to keep her on track whenever and whatever problems she has to
overcome.
I would also like to give thanks to my co-researchers, Gin Patrick Andanar, Mary
Joy Castillo, Andrei Taay, Francis Aaron Angue and John Cedric Andaya. For not
giving up to finish this study.
His research adviser, Mrs. Veronica L. Jimenez, for giving us intellectual knowledge
and engaging new ideas up until the end of the study.
To his research technical critic and statistician, Mr. Ronald A. Arboleda, for his
patience and support to the outcome of the study. For the sacrifices and meaningful
word to finish the study without pressure.
CLARRISE MAE M. GOYOLA
xv
The author would like to express his gratefulness and appreciation to the
following entities who have been contributed meaningfully and supported the
accomplishment of this study.
First and foremost, I want to thank God Almighty for providing him the
courage, knowledge, and inspiration he needed to succeed in life. For always being
there to lead him and offer support in all of life's difficulties and adversities. For the
innumerable blessings he received in his daily lives, for his mental, bodily, and even
spiritual health. For sticking by him through his tough circumstances. This journey
wouldn't be possible without God.
His family, Beverly Taay, Benjamin Villarosa Jr. and his girlfriend Jam Salinas.
For giving him the strength and inspiration to strive on. For your unwavering love and
affection for him. For always being there for him, during the good times and bad. For
having faith in him. Without them on his side, this wouldn't be possible.
The author would also like to thank his co-researchers, Gin Patrick Andanar,
John Cedric Andaya, Mary Joy Castillo, Francis Aaron Angue, and Clarisse Gayola
for their contributions. For not quitting this research. For always being available to
assist anyone in need. And for making the research enjoyable while yet being
meaningful.
His research adviser and technical critique, Mrs. Veronica L. Jimenez and Mr,
Ronald Arboleda, for being a mentor and understanding in all situations. For
providing assistance to researchers rather than imposing pressure.
ANDREI V. TAAY
ABSTRACT
xvi
ANDANAR, GIN PATRICK A., ANDAYA, JOHN CEDRIC M., ANGUE, FRANCIS
AARON M., CASTILLO, MARY JOY M., GOYOLA, CLARRISE M., TAAY,
ANDREI V. EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN
BUSINESS OPERATION SYSTEM OF ONLINE SELLERS IN SELECTED
AREAS IN CAVITE. Undergraduate Thesis. Bachelor of Science in Business
Management. Cavite State University, Indang, Cavite. January 2023. Adviser:
Mrs. Veronica L. Jimenez
The study was conducted to know the level of effectiveness of online selling
platform in business operation system of online sellers in specific areas in Cavite.
It was conducted to understand the relations and changes in market due to the
pandemic and also with the innovations of the convenience of online selling
platforms. The main objective of the study is to identify the level of effectiveness of
the online seller's business operation system. also, to determine whether there is
a significant relationship between the number of online selling platforms used by
the seller and the level of effectiveness of the business operation system. The
qualification to be consider as a participant of the study should be a resellers
business owner who manage to also have online selling platform as part of the
business operation. We use google forms as a research instrument to be
answered by the participants. The places where the study gathered are from;
Dasmariñas City, Bacoor City, Imus City, General Trias City, And Tanza. The
results are discussed in the last part of the study from tallying of data being
gathered to answer the following objectives. Based from the results, researchers
concluded that there is a significant relationship between the number of online
selling platforms being used to seller' business operations.
TABLE OF CONTENTS
xvii
Page
BIOGRAPHICAL DATA…………………………………………………….. i
ACKNOWLEDGEMENT…………………………………………………….. viii
ABSTRACT…………………………………………………………………… xvi
LIST OF TABLES……………………………………………………………. xix
LIST OF FIGURES…………………………………………………………... xxi
LIST OF APPENDICES……………………………………………………... xxii
INTRODUCTION……………………………………………………………... 1
Statement of the Problem………………………………………........... 5
Objectives of the Study………………………………………............... 6
Significance of the Study………………………………………............ 7
Time and Place of the Study………………………………………....... 8
Scope and Limitations of the Study…………………………………… 8
Definition of Terms………………………………………...................... 9
Theoretical Framework………………………………………............... 10
Conceptual Framework………………………………………............... 14
REVIEW OF RELATED LITERATURE……………………………………. 16
METHODOLOGY………………………………………............................... 28
Research Design………………………………………........................ 28
Hypothesis……………………………………….................................. 29
Sources of Data……………………………………….......................... 29
Participants of the Study………………………………………............. 29
Sampling Technique………………………………………................... 30
Page
Data Analysis……………………………………….............................. 31
Research Instrument………………………………………................... 33
Statistical Treatment of Data………………………………………....... 34
RESULTS AND DISCUSSION……………………………………….......... 37
SUMMARY, CONCLUSION, AND RECOMMENDATIONS……............. 53
Summary………………………………………..................................... 53
Conclusion……………………………………….................................. 56
xviii
Recommendation………………………………………………………. 58
REFERENCES……………………………………..................................... 59
APPENDICES……………………………………....................................... 62
LIST OF TABLES
xix
Table Page
1 Distribution of participants in selected areas of Cavite………. 30 2
Parameter to measure the effectiveness of Business
Operation System of Online Selling Platforms…………………. 32
3 Business Profile Distribution Table according to Business
Location……………………………………………………………… 37
4 Business Profile Distribution Table according to No. of years in
online business…………………………………………………… 38
5 Business Profile Distribution Table according to no. of online
platforms used…………………………………………………… 39
6 Business Profile Distribution Table according to no. of product
types sold online……………………………………………………. 40
7 Level of Effectiveness of Online Seller’s Business Operations
in terms of Advertising/Promotion……………………………….. 41
in terms of Online Transaction……………………………………. 42
in terms of Customer Response…………………………………. 44
in terms of Overall Online Business Operations 46
11 Pearson-R Correlation Table of Online Business Operations
and No, of Online Selling Platforms Used 47
12 Pre-determined problems/difficulties of sellers in terms of
Advertising/Promotion…………………………………………….. 49
Page

xx
Online Transaction…………………………………………………. 50
Customer Response………………………………………………. 51
LIST OF FIGURES
Figures Page
1 Technology Acceptance Model………………………. 11
2 Step-by-step market hierarchy and transaction costs
Wigand (1995c) ………………………………………… 12
3 The model of buying formula theory…………………. 14
4 Conceptual framework of the study………………….. 15
5 Business Profile Pie graph according to Business
Location……………………………………………….. 37
6 Business Profile Pie graph according to No. of years in
online business………………………………………. 38
7 Business Profile Pie graph according to no. of online
platforms used………………………………………… 39
8 Business Profile Pie graph according to no. of product types
sold online……………………………………………… 40 LIST OF

APPENDICES
Appendix Page
1 Letter of Request…………………………………… 63
xxi
2 Survey Questionnaire……………………………… 68
3 Request for Adviser and Technical Critic………… 72
4 Title Approval Sheet………………………………… 73
5 Request for Oral Review…………………………… 74

1

OPERATION SYSTEM OF ONLINE SELLERS
IN SELECTED AREAS IN CAVITE
Gin Patrick A. Andanar

John Cedric M. Andaya
Francis Aaron M. Angue Mary
Joy M. Castillo
Clarrise Mae M. Goyala Andrei
V. Taay
An undergraduate thesis proposal submitted to the faculty of the

Department of Management, College of Economics, Management and
Development Studies, Cavite State University, Indang, Cavite in partial
fulfillment of the requirements for the degree of Bachelor of Science in
Business Management major in Financial Management with Contribution
No. . Prepared under the supervision of Mrs. Veronica L. Jimenez
INTRODUCTION
New modern technology plays a major role in our day-to-day living as it gives
convenience and it continuously making various parts of our lives better. It supports a
wide range of functions and advancements in most of the significant parts of modern
society including education, communication, science, healthcare, business, and other
fields. According to Swalih (2021) on his article entitled as “Modern Technology:
Definition, Examples, and Applications,” modern technology is the rapid
progress of old technology with new additions and adjustments to tools and devices
that make jobs easier than they have ever been before. It is all about improving the
workflow to make things go much faster and more efficiently. The idea that we can
accomplish a lot more in less time and with less effort opened the way for today's
technologies.
Furthermore, the operating system manages the software hardware resources
of a computer and provides services to facilitate efficient execution and management

2
and memory allocation for any additional software application programs that may be
installed. While it is possible for a software application to connect directly to
hardware, the vast majority of applications are written for an operating system,
allowing them to take advantage of popular libraries and not worry about specific
hardware details.
Everything that the business will advertise and sell the products once a
customer enters the store is referred to as merchandising. Merchandising is essential
because it promotes impulse sales, the average transaction, seasonal items, the
amount of products stocked, market share, and customer awareness of product lines
by giving them a new look. According to Little (2021) Consumer spending fuels most
of our economy, thus merchandise is an essential economic indicator. Consider all of
the people and businesses involved in the production, distribution, and sale of the
commodities you use on a daily basis, such as food, clothing, and gasoline. Even
when the economy is struggling, effective merchandising may help a business
expand its brand, compete with others in the same sector, and stay competitive.
An online marketplace that connects parties such as buyers and sellers,
through online. Facebook Marketplace, Shoppee, Amazon Marketplace, Lazada, and
Grab are just a few examples. Because of the numerous advantages and benefits,
more people say that they prefer online shopping over conventional shopping these
days (Singh & Kashyap, 2007). Technologies help for better marketing production of
online shopping and marketing through the internet.
Lazada Group is Southeast Asia's leading e-commerce platform. It was
founded in 2012 by Maximillian Bittner. With offices in six countries: Indonesia,
Malaysia, Philippines, Singapore, Thailand and Vietnam, we connect this vast and
diverse region through technology, logistics and payment capabilities. Today, we
have the greatest choice of brands and sellers, aiming to serve 300 million customers
by 2030. In 2016, Lazada became Alibaba Group's regional flagship, backed by
Alibaba's best Technology infrastructure.

3
As the pioneer of the eCommerce ecosystem in the Southeast Asia, Lazada
has 155,000 sellers and 3,000 brands serving 560 million consumers in the region
through its marketplace platform, supported by a wide range of tailored marketing,
data and service solutions.
Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. It
is a platform tailored for the region, providing customers with an easy, secure and
fast online shopping experience through strong payment and logistical support.
Shopee's ecosystem: For the sellers, the package benefits include lowered
commission and operational costs and increased sales and marketing support.
Marketplace is a Facebook page where users can search for, purchase, and
sell products. People may look through postings, search for items for sale in their
region, and look for items that can be sent. So that vendors and buyers can avoid
scammers, all listings on Marketplace must adhere to Facebook's Commerce Policies
and Community Standards, such as photos and descriptions. This platform is used by
the researchers since it is highly convenient, and most of us utilize the Facebook app.
Even if your business does not publish directly on Marketplace, you can advertise
your store or items on Marketplace to reach a wider audience. It begins with images
of products for sale that people in your area have listed. Simply search and filter the
results by area, category, or price to discover something specific.
Setting up an online store to sell your products can be a useful and profitable
way of doing business. It allows you to run without necessarily having to have a
traditional storefront and gives your customers more flexibility because they can buy
your products at any time of the day. Selling online can also expand your customer
base, as you can sell to people at home or abroad. Not everyone likes to shop online,
so make sure your target audience is familiar with online shopping before you start.
Besides that, there are advantages and benefits of using technology for innovation in
business and its operation system which are no closing time, with an online store;
you really don't have a closing time. There is also an Omni channel advantage; an
ecommerce website is a multi-channel platform that guides a customer from any

4
chosen route. Here you can visit a physical store and continue shopping online or
browse and shop on social media. It can also help to manage the store well; an
online business paves the way for faster and easier store management. Since
everything is automated, as a business owner, one need not worry about billing,
invoices, shipping details, etc. You are also aware of the number of products sold,
the number of products available, handling of stock inventory, order fulfillment
procedures, real-time tracking, up-to-date shipment, and so on.
The government is also taking various initiatives to increase e-commerce
sales. In January 2021, we launched the "Philippines E-Commerce Roadmap 2022"
to promote the adoption of e-commerce among SMEs and increase consumer
confidence in online shopping. The government aims to increase e- commerce
contributions to GDP from 3.4% in 2020 to 5.5% in 2022. Filipino consumers will
continue to use online shopping to support the growth of electronic payments.
According to GlobalData's 2021 Online Purchasing Financial Services
Consumer Survey *, alternative payment solutions such as Gcash, PayMaya and
PayPal are the preferred payment methods in the Philippines, accounting for 30.6%
of all ecommerce payments in 2021. Occupy. They are closely followed by cash
which has 29.8% share while payment cards account for 23.5%.
Gupta concludes: “Rising consumers` preferences for online shopping,
increasing number of online merchants, proliferation of alternative payment solutions
and government support will support ecommerce sales in the Philippines. It is
forecasted to grow at a CAGR of 17.0% over the next five years to reach
PHP495.0bn (US$10.3bn) by 2025.”

On the other hand, there are disadvantages, issues or problems that the
online businesses are facing with the use of technology. One of these is cash on
delivery is slowing down business; it has placed e-commerce in its glorious position.
But today, online businesses seem to be unraveling. Manual cash pickup is plagued
with potential problems like theft, additional expenses, limited cash flow, and work
delays. Customer loyalty is also one of the disadvantages as it is the essence of good
5
business and tough to maintain. When an online store is ready to offer branded items
at a certain price, sellers in the market may offer them at an attractive discount price
or another store may promise to do better by adding something for free.
Lastly, cybercrime or cybercriminals often target online shoppers to steal their
money or their personal details. Once a cybercriminal has your financial details and
received your money you are unlikely to get your money back, you will also have lost
the money you paid for the goods. Moreover, due to the foregoing problem that is
present with the study, the researchers are determined to conduct the impacts of new
modern technology and innovation in online seller’s operation system in the selected
areas in Cavite.
Statement of the Problem
The researchers decided to formulate questions related to the participants on
purpose to guide the study in finding the answers in solving the problem. Based on
todays' situation, sellers have ups and downs with their businesses. For that matter,
the questions are made to present to the participants in order to observe and analyze
what they are experiencing.
The study will be conducted in order to solve concerns regarding the topic
being discussed. These questions will help the study to find or to know what would be
the participant's opinion during the process of the study.
Statements are as follow:
1. What is the business profile of Online Sellers in selected areas in Cavite in terms
of:
a. business location;
b. years in online business;
c. type of online platform;
d. type of product/s sold online.

6
2. What is the level of effectiveness of the Online Seller’s Business Operation System
in terms of:
a. advertising/promoting;
b. online transaction;
c. customer response.
3. Is there a significant effect in the online business operations in terms of:
a. number of years in online business
b. number of online selling platforms used
c. number of types of products sold
4. What are the challenges concerning the Business Operation System of online
sellers?
Objectives of the Study
The main purpose of this study is to identify the effectiveness of Business
Operation System of Online Selling Platforms in selected areas of Cavite.
Specifically, it aimed to:
1. Describe the business profile of Online Sellers in selected areas in Cavite in terms
of:
e. business location;
f. years in online business;
g. type of online platform; and
h. type of product/s sold online.

2. To identify the level of effectiveness of the Online Seller’s Business Operation
System in terms of:
d. advertising/promoting;
e. online transaction; and
f. customer response.
3. To determine whether there a significant effect in the online business operations in
terms of:
d. number of years in online business

7
e. number of online selling platform used
f. number of types of products sold
4. To determine the challenges concerning the Business Operation System of online
sellers.
Significance of the Study
This study ascertains the effectiveness of business operation system of online
selling platforms in selected areas in Cavite. The result of this study hoped to provide
important information to the following:
Online Sellers. This study may benefit the online sellers since they are the
main focus of the study and it may give them reliable and useful information about the
effects of online selling platforms to their business operation. It may help them find
out the positive and negative attributes of these effects and provide them enough
information on how to handle them effectively. This may serve as an advantage for
the online sellers to prevent difficulties in their business operation. Moreover, it would
help them formulate new ideas that could serve as basis in developing their operation
management to their online selling platforms.
This literature entitled “Shopping in virtual reality: A literature review and
future agenda” by Nannan, X. and Juho, H. (2021) focused on virtual reality (VR)
refers to technologies that replace one's perception of reality. Several sectors have
begun to recognize the promise of virtual reality as a result of the recent growth of
consumergrade headmounted VR screens. Marketing, particularly its sub-areas of
retail and shopping, is a typical sector in the early phases of adoption of these
technologies. Which means merchandising or marketing were also developing into
modern technologies, with the help of technologies the sellers can promote their
product and services through online also it will be more convenient for the customer
and consumer to choose the things that they want. Based on the literature it says that
the perceptions of a consumers or customers are changing because of the virtual

8
reality they see more interesting things on the technologies in which gives idea to the
online sellers.
Customers. Some of the customers are hesitant to buy through online
platforms because of the risks that they are experiencing about the supply chain
management and service failures. This study may help the customers to give them
ease in purchasing online since they may fully understand the flow of business
operation in online platforms with facts and well-grounded information. It will help
them to determine the reliability of a certain online business in order for them to have
a satisfying experience.
Future Researchers. The findings of this study will provide substantial
information about online selling platforms and business operations. This study will
encourage other researchers to conduct similar studies on a wider scope and include
variables that are not covered in the study. It may be used as a reliable source of
evidence or reference to those who have chosen a subject similar to this.
Time and Place of the Study
This study was conducted from January 2022 to June 2022. The first part of the
research would be accomplished before conducting the survey. The second part,
data collection, started in September 2022.
The study occurred in Cavite, specifically in the areas including Bacoor City,
Dasmariñas City, General Trias City, Imus, and Tanza, Cavite. The five selected
areas have the highest populations in the province of Cavite, with a total population
of 2,627,259 as of the 2020 census of the Philippine Statistics Authority (PSA).
Scope and Limitations of the Study
The study aims to know the effectiveness of business operation system of
online selling platforms in selected areas in Cavite.

9
This study focuses on the response of online business owners whose
currently residing at the crowded place in Bacoor City, Dasmariñas City, General
Trias City,
Imus, and Tanza, Cavite. The data collection will be conducted through google forms.
Moreover, this research is limited only to the online sellers in selected areas
of Cavite. The participants will be chosen based on the criteria - a resident in Cavite,
and seller that uses online selling platforms. The study will be limited in selected
areas of Cavite, specifically the most populated cities or municipalities. The effects of
online selling platforms shall be identified and the results of this research shall be
determined depending on the response of the majority of the population. Other topics
unrelated to this research are to be excluded. This research only aims to perceive the
effectiveness of business operation system of online selling platforms.
Definition of Terms
This section defines the following terms in order to provide a common frame of
references to the readers:
Advertising is a means of communication with the users of a product or
service. It is the activity of attracting public attention to a product or business, as by
paid announcements in the print, broadcast, or electronic media.
Business Operations is everything that happens within a company to keep it
running and earning money. The three business operations in this study are the
Advertising/Promoting, Online transaction and Customer response.

Customer response refers to the organization's response to the customer's
questions and actions. It's critical to respond to these questions carefully since minor
misunderstandings might lead to misperceptions. Customer satisfaction from
business operation of online seller. Feedback that may give improvement to make a
better online business operation.

10
Online Business refers to any kind of business activity that happens over the
internet. Running an online business can include buying and selling online or
providing an online service.
Online Sellers refers to the participants of the study. The one who take
photos of the objects they plan to sell and write descriptions for them, then post the
information online. They figure up total purchase amounts, shipping expenses, as
well as process payments and dispatch orders.
Online Selling Platforms refers to an e-commerce site that connects sellers
with buyers. Some examples are Facebook Marketplace, Shopee, Lazada.
Online Transaction is any kind of business or commercial transaction that
includes sharing information across the internet. Commerce constitutes the exchange
of products and services between businesses, groups, and individuals and can be
seen as one of the essential activities of any business.
Promotion refers to the marketing strategy where a business will use short
term campaigns to spark interest and create demand for a product, service or other
offers.
Theoretical Framework of the Study
The theories used in this research are somehow interrelated and will provide
a strong backbone for the conceptual framework. The theories behind this will
support the identified independent and dependent variables and how they will be put
together.
The Model of Technology Acceptance
Davis (1986) proposed the term (TAM). one of the most commonly used
models to describe Acceptance behavior of users This design is based on social
psychology theory In general, and in particular, the Theory of Reasoned Action (TRA)
(Fishbein & Azjen,(1975). According to TRA, beliefs have an impact. Attitudes result
11
in intentions, which result in conduct. Correspondingly, the constructs were
introduced in the original TAM by Davis (1986, 1989). (see Figure 1) as follows:
perceived utility (PU), attitude, perceived ease of use (PEOU), as well as behavioral
intent to employ.
Among The constructions PU and PEOU together make an end-user
perceptions of a technology and as a result, forecast his or her attitude toward the
technology, which anticipates its own acceptance
Figure 1. (Technology Acceptance Model)
Davis (1989) used PEOU and PU as independent variables and system
utilization as the dependent variable in a series of studies to verify TAM. He
discovered that PU was substantially connected to self-reported present consumption
as well as self-predicted future usage. PEOU was also shown to be highly connected
to both present and future consumption. Overall, he discovered that PU had a far
stronger link with system utilization than PEOU. According to further regression
research, PEOU may be an antecedent of PU rather than a direct driver of system
utilization. In other words, PEOU influences technological acceptance (TA) indirectly
via PU.
Transaction Cost Theory
Economists categorize transactions between and within organizations as
those that (a) support coordination between buyers and sellers, i.e. market
transactions, and those that (b) support coordination within the firm. Figure 2 depicts
12
a typical market hierarchy progressing from a manufacturer to a wholesaler, a
retailer, and a consumer, as well as the associated transaction costs. According to
Williamson (1981b), the choice of transaction is influenced by a number of factors,
including asset specificity, the parties' interests in the transaction, and ambiguity and
uncertainty in describing the transaction.
Figure 2. Step-by-step market hierarchy and transaction costs Wigand (1995c).
Wigand and colleagues, 1997; Benjamin and Wigand, 1995; Malone et al.,
1987). Coordination costs in this context include the transaction (governance) costs
of information processing required to coordinate the work of people and machines
performing primary processes (Malone et al., 1987, p. 485). Transaction costs can be
viewed as the economic equivalent of friction in a physical system; that is, if friction is
too great, no or only impeded movement will occur, implying that if transaction costs
are high, no or little economic activity will occur. These costs are comprised of the
following four types: Search costs the cost of searching for products, sellers, and
buyers. Contracting cost, the cost of setting up and carrying out the contract.
Monitoring costs the cost ensuring that the terms of the contract have been met.
Adaptation costs the cost incurred in making changes during the life of the contract.
13
Firms will choose transactions that reduce coordination costs. As information
technology continues to improve its cost performance, the unit cost of coordination
transactions will approach zero, allowing the design of novel coordination
transactions to meet new business needs (Benjamin & Wigand, 1995). The
increasing and innovative use of the World Wide Web (WWW) to conduct business,
as well as WWW- related forms of electronic commerce, are clear examples of firms'
desire to reduce transaction costs. According to Figure 2, transaction cost savings
can be realized by utilizing information technology throughout the entire market
hierarchy and resulting marketer industry value chain. Benjamin and Wigand (1995)
present an example of a high-quality shirt purchase with empirical cost figures clearly
demonstrating actual savings in transaction costs, resulting in lower consumer
purchase costs. Furthermore, this example shows how the potential elimination of
entire levels within the mar-8 R.
Figure 2: T. Wigand Step-by-step market hierarchy and transaction costs According
to Wigand (1995c). A market hierarchy (for example, wholesaler, and retailer) may
exist. As previously discussed in the discussion of disintermediation versus reinter
mediation, the latter is clearly visible in a variety of markets and industries. One could
argue that with low-cost coordination transactions, interconnected networks and their
strategic deployment, and easily accessible databases, there would be a proportional
shift in economic activity to lower-cost electronic communications channels for
conducting a firm's business.
Buying Formula Theory
The salesperson's goal is to comprehend the buyer's requirements issues.
They will need the assistance of a salesperson to discover a solution to their
concerns. Internal elements, according to the theory, influence prospects' responses,
and it is expected that the salesman is not overlooking external factors. E. It was
given the name "Buying Formula" by K. Strong Jr. When a buyer recognizes a need
or an issue with a product or service, the salesman is responsible for finding a

14
solution. After receiving the solution, the buyer takes action by purchasing the goods
or service. The salesperson's answer can take the form of a product/service, a brand
name, or both. Following the solution, it's feasible that the prospect will form a
relationship with the salesman, which could lead to the prospect's pleasure. When a
prospect senses a need, he is also conscious of a lack of contentment, and the
salesperson should always strive to transform this shortfall into appropriate
fulfillment.
Figure 3. The model of buying formula theory.
In order to persuade the prospect to buy, the seller must ensure that the
prospect finds the "Product/service, brand name, or both" adequate. He must also
ensure that the prospect has the joyful sensation of long-awaited fulfillment. While
thinking about the goods or brand, the prospect should feel good. The theory is
illustrated in the diagram below, where the solution is presented in terms of
product/service, brand, or both for any need or problem. The solution is deemed
adequate, and it provides the prospect a happy sensation when he considers it.
Following that, the prospect makes a purchase and is pleased with it.
Conceptual Framework
This part shows the illustration of the conceptual model to find out how
effective the online platforms to online seller in its business operation. The market
15
before the idea of online platforms shows the hard work of every business in terms of
how they offer products or services. This means, they need to consume their time
and effort in order to be more productive and increase in sales. Advertisement before
and any transactions are in way of process manually that consumes time and
sometimes causes delay. On the other hand, the market is continuously evolving with
the use of innovations. One of the innovations in the market is the online platforms
making job reduce time to consume.
In this study the independent variable in the visual representation is the online
selling platforms which affected by the dependent variable.
The dependent variable has the entirely effect to the performance of the
business operation which are the problems or issues without online selling platform,
effectiveness of online platform, and benefits of online selling platforms.
To sum up the given statement, the figure shows the changes to the business
operation of online sellers with the use of online platforms now a day.
16
Independent Variable Dependent Variable
Figure 4. Conceptual framework of the study
REVIEW OF RELATED LITERATURE
This chapter presents the related literature of the study and its synthesis. The
information in this chapter will aid the researchers in developing the study.
Business profile
Business location. According to Berman & Evans (2007), long and short run
planning are affected by shop location. In the long run, the site chosen has an impact
on the company's entire strategy. For a long period, a shop must be on a site that is
consistent with its mission, aims, and target market. It must also analyze and monitor
the state of the area in terms of population changes, travel lengths to the shop, and
competitor arrival and exit in order to adjust. The location has an immediate influence
on the specific aspects of a strategy combination.

17
According to the article of Smith (2017), the location of a company is crucial to
its overall success and growth. Consider the company needs, clients, workers, and
equipment required to finish and give exceptional customer service while picking a
site. He discussed the implications of picking the correct company location on both
the firm and the consumers, which is an important component of marketing,
operations and Equipment. The business owner must assess the suitability of the
business site to accommodate the equipment needed to create or store the products
and services. Any essential inventory must fit into the company site comfortably.
Customer Service and Sales. If the company owner wants to attract consumers to a
shop location, the business owner must calculate how much product will be carried
and estimate the needed area for displays as well as storage. The site must be
conveniently accessible and offer clients with a sense of security upon arrival and
leave. Enough parking for customers and workers is also essential.
Years in online business. According to Reichheld and Schefter (2000),
Attracting new customers costs online vendors at least 20% to 40% more than it
costs vendors serving an equivalent traditional market. To recoup these costs and
show a profit, online vendors, even more so than their counterparts in the traditional
marketplace, must increase customer loyalty, which means convincing customers to
return for many additional purchases at their site. In the online book-selling market,
for example, it takes over a year of repeat purchases by a typical customer to recoup
the average initial cost of attracting the customer to the website. This is no
exception. Among groceries and apparel websites, the figure is also over a year in
the online consumer electronics and appliances market, it takes on average more
than four years to break even. Given these timeframes, increasing customer loyalty
is an economic necessity for many online vendors.
Business profile of years in the business is not related to the benefits and
difficulties encountered by the online business sellers. Likewise, training in online
marketing and types of online business product based, service based, and product
18
and service based do not affect the benefits and difficulties encountered. Thus, it is
recommended that a person who wants to have an online business and will use
online marketing should have good business decision skills to become prepared to
encounter the benefits and difficulties. He or she must know that customers
sometimes prefer online or physical stores of products and services depending on
their accessibility, transparency, and customer relationship of the owner. In addition,
those who will put up online business and will use online marketing must understand
the behaviors of the consumers. (Santos 2020)
Online selling platform. According to Karen Frishman, a Basic Level Expert
Author, the internet selling area may appear to have a limitless reach, with millions of
prospective buyers all over the world. However, success in selling collectibles on the
Internet is achieved in the same manner that it is in the physical world: by
understanding and addressing the demands of purchasers. Whether or if you are
supplying collectible properties that fulfill at least one of these three crucial
commercial factors can determine your success to a large extent. "Business
performed through the use of computers, telephones, fax machines, barcode readers,
credit cards, automated teller machines (ATM), or other electronic appliances
(whether or not using the internet) without the exchange of paper-based documents.
Online selling platforms are linked businesses that allow commercial
interfaces between at least two separate assemblies—usually suppliers and
consumers (Lestan et al., 2017, Shrutika, 2018, Mishra & Tripathi, 2019, 2020b). It is
beneficial for digital expertise, technologies, and devices in contemporary openings
for business leaders and frontrunners to modify their minds about their firm in order to
generate enhanced understanding for clients, employees, and ecosystem associates
while lowering expenses (Porat, 2008, Hein et al., 2019). When organizations move
to gain from the digital revolution, they must undertake two major tasks: creating a
digital platform and developing a new operating model (Nambisan et al.,)

19
A digital or online selling platform, in other terms, is a web-based content
distribution platform (things like Facebook, Twitter, Blogs, Websites, and sometimes
SMS). A promotion is the messaging you'd send out through various channels. This
might be used to support a manufactured good or facility, and it could connect them
using both digital and analog platforms. Digital platforms are a new breed of internal
and external platforms that are focused on customers, companies, and suppliers and
must measure flexibly and support a range of input points.
Facebook. According to Matthias, F. entitled Effective entrepreneurial
marketing on Facebook – A longitudinal study” When combined with traditional tactics
like celebrity endorsement, social media opens up an abundance of possibilities for
entrepreneurial marketing strategies that use the power of communities. The reach,
regularity, and speed of social media interactions provide the optimal leverage for
entrepreneurs' marketing drivers. However, the rapid pace of change may threaten
the impacts of entrepreneurial marketing initiatives on social media, and they may be
shortlived. Which means using this platform as online selling or business it may be
effective to generate more customer that results increase of income?
Also, it helps the sellers to expand its target market to be known and more
attractive, however, since the social media platforms are rapidly changing that might
affect the perspective of the target market. There are more than 1.5 million brand
sites around the world, and the number is still growing. Sun (Jeanjean, 2012). Social
media users follow the brand every second (Van Belleghem, Eenhuizen & Vers,
2011). Given the facts, company’s Organizations that use social media platforms to
attract new potential users Customers (Luarn, Lin, Chiu, 2015). Communication effect
of Facebook brand page having a wide range of users is an opportunity for an
organization and a great opportunity to become more people popular and successful.
This is a big challenge for managers of all types of companies (Vries, Gensler
and Leeflang, 2012). With the help of social media and technology, the dynamics of
the market are changing. They threaten a company's competitiveness and can affect
20
sales gain. (Alalwan et al., 2016). Compared to old traditional marketing methods,
social media marketing can achieve a lot More potential customers in different user
channels (smartphones, laptops, iPads). You too There is more interaction with the
customer. Customers are becoming more and more valuable not only the recipient,
but also the creator (Berthon, Pitt, Plangger, and Shapiro, 2012). Customers’ Great
influence will help you to get the best deal in terms of needs and wants (Alalwan) et.
al., 2016). In addition, Facebook can, in some cases, strengthen relationships with
customers and followers. About different cultures (Minton et al. al., 2012). Although it
has a general meaning to use Facebook, the following statistics need to be good
cultural Differences within the user. For example, used by Russians in 2011 (10
hours a month) social media (5.2 hours) twice as often as Americans. Today is a
number much more expensive for smartphones and tablets. (Minton et al., 2012).
Lazada. According to Azham Hussain, Emmanuel O. C. Mkpojiogu, Nur
Hafiza Jamaludin, et al. (2017), Assessing usability of mobile applications is
considered one of the key issues in application development. Usability refers to
methods for improving the ease of use in the application design. Usability testing on
the other hand generally involves the evaluation of the accessibility of an application
from the users` perspective with regard to different aspects of the application
functions. One of the reasons online shopping has grown in popularity over the years
is because people find it convenient and easy to shop from the comfort of their
homes or offices. The most enticing or exciting factor about online shopping,
particularly during holiday seasons, is that it prevents the need to wait in long queues
to buy in shops or search from store to store for a particular item. Mobile devices
such as laptops, tablets and mobile phones provide a veritable media for shopping
online. Shopping via smart phone is on the rise and this is being driven in large part
by the increasing adoption of smart phones and mobile Internet. The use of smart
phones is making shopping smarter. Smart phones are used to compare prices and
21
research products in retail stores. Users make purchases online right from their smart
phones. Mobile shopping allows for shopping anytime and anywhere and enriches
users mobile experience. The global trends of pervasiveness in E- commerce have
given popularity to certain online shopping outlets. In Malaysia, Lazada is one of the
renowned online shopping outlets which have grown over the years to the level of
integrating a mobile support for its application.
The Lazada mobile application was developed to increase mobility of
shopping and to improve the mobile shopping experience of customers. Its
introduction was to give users the comfort of shopping online at any time and in
anyplace even while they are on the move. Mobile application Lazada is popular
because it has a 271,789 rating and a 4.2-star rating profile. Individual customers can
buy hundreds of thousands of bottles. Products in various categories such as health
and beauty, lifestyle, fashion, electronic devices, etc. Although the application has
been accepted by many people around the world, especially in the South. However,
no documentation on mobile usability of the application is known from East Asia. As a
result, this is the survey seeks to evaluate the mobile usability of Lazada applications.
The purpose of the survey is as follows: 1) Evaluate and recognized effectiveness of
mobile applications. 2) Evaluate the perceptual efficiency of mobile applications. 3)
Evaluate the perceived satisfaction with mobile applications.
Shopee. According to John Evan S. Bulacan (2022), It is established that E-
commerce had exceptional growth over recent years, and this trend is set to
continually expand. As for the Philippines, the country has yet to show sufficient
improvement in terms of e-commerce advancement. The country witnessed a
dramatic increase in Ecommerce sales, contributing to the growth of online
marketplaces such as Shopee in 2020. Filipino consumers shifted to shopping in
digital channels, and governmentmandated lockdowns prompted retailers to close or
limit operations in brick-and-mortar establishments and direct their efforts to E-
commerce. According to Chandrasekar

22
(2021), "Mobile e-commerce sees 64% current value growth in 2020 to reach
PHP117.1 billion." The relevance of e- commerce is rising as consumers are
continuously shifting to digital channels. The need to cope and cater to this change in
the market has come to light in the concern of businesses. Identifying the factors that
significantly affect online shopping behavior is essential to further understand
consumer behavior in this market transition. Additionally, what Filipino consumers
think before performing an online purchase has yet to be discovered. According to
Slahuddin and Ali (2020), trust, price promotion, and convenience are factors that
drive consumers to purchase online. Shopee, as the chosen shopping platform of the
researchers, will be the determinant of the given factors present in every purchase
performed. The study aims to further study Shopee consumers by determining which
factors influence their shopping behavior. The new knowledge and information
gathered will benefit and can be used to create new convenience influences the
behavior of online shopping.
Price promotion is an important e-commerce marketing tactic that influences
consumers' purchasing decisions. Customers buy online because the products are
cheap or cheap. The also distinguishes between affordable and cheap items. "Cheap
products are perceived as cheap and poor quality." "On the other hand, affordable
products are what customers are willing to pay for, as long as they are reputable and
fair." (Slahuddin & Ali, 2020) According to a study of the pricing aspects of and how it
affects users' online shopping behavior, coupons are currently used primarily in
online stores. Due to the discounted price, buyers are encouraged to buy more (Wu
et al., 2020). In addition, digital wallets are widely used as an advertising strategy for
online shopping. Cashless payments make daily transactions easier and faster for
consumers. Promotional discounts and customer loyalty have proven to have a
positive impact on consumers' online shopping behavior. In addition to encouraging
consumers to buy more, the Customer Loyalty Program is also used as a strategy to
earn the trust of customers (Putra et al., 2021). The purpose of this survey is to find
out how coupons affect the purchases of customers.

23
Types of product/s sold online. According to Benedict Leong (2019), One of
the fastest-growing consumer markets in all of Asia and one of the highest Internet
usage rates are found in the Philippines. Santander Trade's analysis found that the
country's rapid urbanization and the emergence of a young consumer market—
whose median age is 24.1 years—pointed to long-term economic growth and
increased consumption before the events of 2020. The market share of eCommerce
firms in the Philippines is one reason for optimism regarding the sector. Statistics
from iPrice reveals that Lazada, Shopee, and Zalora—foreign online marketplaces
where retailers can conduct cross-border business—receive the lion's share of
eCommerce traffic in the Philippines. Start with the most well-liked product categories
among Filipino online consumers if you're one of the numerous online merchants
wanting to break into the
Philippine eCommerce market: Consumer, Electronics,

Fashion, and Personal Care (aka Health and Beauty). According to the Digital in
2021 research by Hootsuite and We Are Social, Filipinos spend an average of 4
hours and 15 minutes each day on social media, so it should come as no surprise
that they are heavy consumers of technology in general and mobile devices in
particular. 96.5 percent of Filipino internet users, according to Digital 2021, access
the web through their mobile devices. With the spread of the pandemic, smartphone
use is also being perceived as a necessity, with time spent online growing as a result
of the need for social isolation during lockdowns.
This shows that e-commerce is just as common as the internet. As a result,
those who want to launch their own businesses in this sector have several options. If
you fall into this category, you can also take use of this platform by starting your own
online store to market your goods or services. That also emphasizes the requirement
to find out more about online buying subcategories that are succeeding over the
internet. Knowing more about this information will help you organize your business
operations so that you avoid losses and achieve a high return on investment (ROI).
You can improve the probability that your business will succeed to the level you
24
desire by being aware of the most well-liked online shopping categories of the year.
This not only substantially protects your investment but also enables you to build a
wider customer base for your online company. Electronics, clothes, toys, and hobbies
are some of the biggest online buying categories. Additional e-commerce examples
include, but are not limited to, digital services, food and drink, furniture and décor,
health and wellness, household goods, media, pet care, office supplies, and
cosmetics and body care (Mailchimp, 2022).
Business Operation
Advertising/ Promotion. Based on the article of Gorman (2022), along with
TV, print, podcasts, out- of-home advertising, and a long list of other digital channels
and guerilla methods, social network advertisements are only one of the many ways
to reach customers nowadays. Media is more fractured than it has ever been in the
world of advertising. But, when it comes to the effectiveness of social media
advertising, the data has some positive news for brands. 26 percent of social media
users said they buy brands they see advertised, which is promising. Clearly,
advertisements are not the only way for customers to learn about businesses, but if
the approach revolves around social media advertising, it is critical to get it properly.
Globally, 98 percent of customers claim that they have visited a social network in the
last month, and global social media advertisement expenses is expected to climb
15% yearly until 2024. However, with so many social media advertisements flooding
our newsfeeds, standing out is essential.
Also, advertising on social media is a developing industry. It is a marketing
strategy that companies may employ to raise brand awareness, acquire new
customers, and expand their customer base. In this fast article, learn about the
efficacy of social media advertising. To fully connect with their audience, marketers
must meet them where they are and use their preferred social media advertising
platform to reach them. According to GWI, 49% of internet users are likely to buy
from brands they see advertised online. Brands may reach their target demographic
25
with advertisement on social media sites like Facebook, Twitter, and Instagram.
Businesses can divide their target audience into interesting groups using social
media platforms like Facebook to contact them more effectively. (“The Effectiveness
of Social Media Advertising,” 2022).
This literature entitled “Shopping in virtual reality: A literature review and
future agenda” by Nannan, X. and Juho, H. (2021) focused on virtual reality (VR)
refers to technologies that replace one's perception of reality. Several sectors have
begun to recognize the promise of virtual reality as a result of the recent growth of
consumergrade head-mounted VR screens. Marketing, particularly its sub-areas of
retail and shopping, is a typical sector in the early phases of adoption of these
technologies. Which means merchandising or marketing were also developing into
modern technologies, with the help of technologies the sellers can promote their
product and services through online also it will be more convenient for the customer
and consumer to choose the things that they want. Based on the literature it says that
the perceptions of a consumers or customers are changing because of the virtual
reality they see more interesting things on the technologies in which gives idea to the
online sellers.
The modern world, marketers are continually flooded with new concepts,
venues for marketing their brands, and tools to use. Although these advancements
are frequently exciting and advantageous, marketers may find it difficult to keep up
with the changes (Brown, 2021). Also, for organizations to prosper and survive in the
digital age, it is now more important than ever that they compete in that environment.
It's no longer exclusive to corporations and large organizations to have a robust
online presence. Your online marketing presence is crucial to your survival in the age
of the digital transition, as we have seen over the past year. Nevertheless, there are
difficulties with digital marketing, some of which are more manageable than others.
The major issues with digital marketing that small businesses are currently facing are
discussed here along with solutions (Jbrown 2021).

26
Online transactions. According to Understanding Ecommerce (2021), bank
account and the platform where you want to send money are linked through an online
payment platform. A payment platform is software that enables you to conduct an
online transaction utilizing a variety of payment methods, including net banking, debit
card, credit card, UPI, or one of the many online wallets available today. As a result,
a payment platform functions as a trusted third party, sending payments from your
bank account to the merchant's payment portal in a secure manner. Both the vendor
and the client can receive and transmit payments via the internet using online
payment systems. PayPal, Google Play, and a slew of additional payment options are
just a few examples. Additionally, internet payments provide electronic alternatives to
traditional payment methods such as money orders and checks.
Also, online payment services have increased in popularity in recent years.
They've given the system for high-risk payment processing a new and enhanced
look. The various great features and benefits they bring to both firms and clients are
the key reason for their popularity. They not only make transactions faster and safer,
but they also give you a variety of options for expanding your business both
domestically and globally. Examine the five benefits of using an online payment
platform in greater detail.
Additionally, as a doctor, you have a lot on your plate, therefore you want
collecting revenue to be as straightforward as possible. This is what keeps your
business afloat. It is fraught with difficulties because the majority of Americans do not
pay their bills on time or in full. Your revenue stream will be slowed as a result.
However, providing the most convenient payment methods encourages consumers to
do so. People are placing a higher value on digital options in healthcare as they
become more prevalent across all industries. They prefer electronic platforms and will
seek out service providers who offer them. As a result, practice should accept online
payments. It appeals to clients and provides numerous advantages. Not only that, but
27
also streamlines a number of daily duties. By eliminating additional duties and
utilizing these computerized approaches, you may devote more time to patient care,
(Clark, 2021).
According to Henning Stueber and Simon WurthTechnology, technology is
becoming more and more important in today's 21st century. Among the people every
day many things are made with the help of technology (Alalwan, Rana, Algharabat &
Tarhini, 2016). Information and data transfers are processed faster; Smartphones,
laptops, or tablets are replacing phones, computers, or books (Zhu and Chen, 2015).
With this development, social media has grown over the last decade. Became very
important Year; Platforms such as LinkedIn, Twitter, Instagram, Facebook play an
important role It is part of our lives and is accepted by the majority of society
(Alalwanet. al., 2016). Moreover, people have never used social media as much as
they do today.
Total Attitudes towards social media are mostly positive and people enjoy it. Social
media Users share their thoughts, disseminate facts such as posts, and create their
own virtual users (Gensler, Völckner, LiuThompkins & Wirtz, 2013).
Abdur Rahman (2021) today's e-commerce sites provide customers with a
selection of payment solutions that have lower fees, support multiple currencies,
provide cashless payment options, and have other common payment processing
features. Nevertheless, they need a wide range of integrations to be fully secure. The
payment gateways' insecurity might also result in an increase in cart abandonments,
order cancellations, refunds, and even order delays.
Customer Response. Engagement, sharing, discussing, and commenting
are all built into social media. It is designed to let the rest of the world know what one
thinks. In getting customer feedback, social media is a great place to start. There are
various approaches of obtaining input on social media. Social media is used by 2.82
billion people and many of those 2.82 billion are consumers. Many of those
customers are likely to like, follow, or fans of a certain company on social media and
28
they check such platforms frequently throughout the day. Using social media to
collect feedback from customers through engaging posts, surveys, social features,
and other methods helps ensure you get valuable input from people who are actually
using your product or service. There are numerous ways to make use of the various
social media sites to your advantage. It is easier than ever to directly communicate
with customers which are the people who buy products, use services, and support
companies. It is easier to hear the likes and dislikes, concerns, as well as the hopes
of your customers and utilize it for the future of the company. (Kim, 2019) In line with
that, according to Edwards (2020), surveys and focus groups are common methods
for gathering feedback, but social media offers businesses a rich mine of real-time
client feedback. Businesses can use social data to get real feedback on their
products and services. Businesses should listen to their consumers without
prompting them and act on what they learn to improve the entire customer
experience. According to Liz Miller, vice president and lead analyst at Constellation
Research, social media has evolved into a platform where businesses and customers
can communicate and address customer service concerns as well as receive
feedback on what they want in a product. Nuun Hydration, a health and wellness
brand based in Seattle, uses Instagram to listen to and engage with customers.
Facebook, Twitter, TikTok, Pinterest, and LinkedIn.
According to Shanthi, R., & Desti, Kannaiah, E-commerce is growing at a high
level as organized retail is not yet widespread across the country and large retail
chains occupy less than 10% of the market. E-commerce helps people in small cities
in India access the same high-quality products and services as people in big cities.
By the end of this year, nearly 60% of online shoppers are projected to come from
countries other than the eight major cities. With the increasing popularity of the
Internet, the potential customer base has expanded. Internet penetration is only
about 10% (or about 121 million users), compared to about 81% in the United States
and 36% in China. However, this number is steadily increasing as the price of
broadband connections is declining.

29
The first worldwide web servers and browsers created by Tim Berners Lee in
1990 were released for commercial use in 1991. Then, in 1994, further technological
innovation occurred. Online banking, opening an online pizza shop from Pizza Hut,
Netscape's SSL v2 encryption standard for secure data transmission, and the first
online shopping system from Intershop. Shortly thereafter, Amazon.com launched an
online shopping site in 1995 and eBay in 1996. Over the last decade, the way
consumers change their shopping habits has changed dramatically. Consumers
continue to shop in physical stores, but shopping online makes them very
comfortable because they don't have to go directly to the store. Internet shopping has
unique benefits that reduce the hassle of driving to a physical store. You can make a
decision based on the comfort of your home by considering different options and
making a decision by simply comparing the price with competing products. Internet
marketing is conceptually different from other marketing channels, and the Internet
facilitates oneon-one communication between sellers and end users with 24/7
customer service.
Today, business internet marketing is the fastest growing segment of online
commerce. The main difference between traditional sales and online sales is the
level of consumer-seller interaction. There is much more electronic interactivity with
consumers in the form of emails and FAQs. Frequently asked questions can
effectively answer consumer questions about shipping, payments, products, policies,
and other customer concerns. Hitesh Bhasin (2019) E-commerce is a branch of
business where transactions are made feasible by an internet connection. Due to
consumer preference, an increasing number of industries are transferring their
operations online. It shows no indications of slowing down as its prevalence rises and
prospers. Many organizations now make a profit because to the capacity to function
online. E-commerce is an example of how there cannot be benefits without
drawbacks. Its operation is entirely dependent on an internet connection, and
numerous locations throughout the world still do not have this capability. The rules of
the game are always changing as the software industry advances.

30
Jared Cornell (2020) being attentive to your clients' wants and expectations
via thorough listening is the cornerstone of providing exceptional customer service.
You must therefore always search for fresher and more creative opportunities to
improve the experience if you want to keep the connection from becoming stagnant.
The success of your business will depend on how skillfully you handle your customer
service problems.
Level of effectiveness of the online seller’s

business operation system.
Advertising/promotion. According to Allyana Infante and Rahayu
Mardikaningsih (2022), Internet technology has been increasingly used by various
organizations. The internet in the last few years has experienced rapid development.
The internet has also changed the shape of the world community, from a local world
community to a global world community. A world that is very transparent to the
development of technology and information that is so fast and large in influencing
human civilization. It can be analogized like there is a big village where the people
know each other and greet each other so that the world is called the big village.
During that time, a platform was found that allowed people all over the world to
connect with each other called social media. The types of social media that are
known by the public are very diverse. According to research results, among the many
types of social media, the social media that people are interested in today include
YouTube, Facebook, Instagram, and Twitter. Currently, social media is not only used
as a means of satisfying entertainment needs, social media is also a platform that
has great opportunities in business activities. Business activities using internet
technology are an innovative way of carrying out company activities to enter markets
in cyberspace which are referred to as electronic business (e-business) and
electronic commerce (ecommerce). By utilizing internet technology, companies can
conduct various business activities electronically such as business transactions,

31
operational company functions, share information with consumers and suppliers to
maintain relationships before, during and after the purchase process.
Online transaction. According to Reshma and Dr. Ramesh (2022). The
online consumers are interested towards shopping over the Internet based payment
system. Most clients today, including those in the private and public sectors as well
as students, housewives, and employees, choose simple payment methods like
online or offline. They might visit a bank for offline methods and choose Google Pay,
Phone Pay, an ebanking system, a debit card, etc. for online methods. Banks now
offer scanning systems to shopkeepers, business owners, and other types of
customers. The majority of business owners maintain the scanning board so that
clients can conduct transactions with the vendor or owner with ease. This paper
contributes to this body of research by examining user preferences for offline and
online payment methods, which in turn might increase or decrease the system of
completing a transaction online. We measure how specific characteristics of two
payment methods (online and offline methods) affect customer attitudes towards
these payment methods and, more specifically, the payment range within which a
customer is willing to complete transactions with each one of them, also examine how
income might affect the payment range. Businessman or Shop keepers will be able to
utilize the study information for developing products and services that meet the
consumers' single platform E-payment system while also fulfil their objective of
corporate social responsibility.
Customer response. According to Renz Homer S. Arreola (July 8,2020), Due
to pandemic constraints, people are turning more and more to internet buying, and
business owners have welcomed this digital trend even more. With predicted
increases in sales income in the millions of pesos, e-commerce companies like
Lazada and Shopee are leading these online shopping platforms. Online business
transactions have already been converted by technology into an infinite marketplace

32
where doing business has become more practical and effective for both sellers and
vendees. The COVID-19 pandemic has increased the clear need for this industry.
Overall business operation system. According to Jifeng Luo, Sulin Ba and
Han Zhang (December, 2012), in recent years, electronic commerce has expanded
significantly. Nonetheless, surveys of internet shoppers show that many are still
dissatisfied with their experiences making purchases there. Clearly, additional
research is required to better comprehend the factors that influence how customers
rate their online experiences. This study examines the role of product uncertainty and
store visibility in customers' online purchase decisions as well as the mitigating
impacts of retailer features using a sizable dataset collected from two online
websites. We discover that low store visibility and significant product ambiguity have
a detrimental effect on customer satisfaction. High product uncertainty and low
retailer exposure can have a detrimental influence on a retailer's business, but the
service quality, website layout, and pricing all play a significant part in reducing this
impact. The negative effects of poor merchant visibility and significant product
uncertainty in online markets can be specifically mitigated by service quality.
Conversely, when experience goods are involved, website design aids in reducing
the impact of product ambiguity.
Regression
Number of years in online business. According to Grubor and Jaksa (2018),
Globally, the number of web sites increased from 17 million in 2000 to 1 billion US$ in
2014. Worldwide business-to-consumer e-commerce sales increase by 20,1 % in
2014 reaching 1500 trillion US$. There is an expansion of online and mobile users
across the globe, especially from emerging markets, m-commerce sales are
constantly rising, shipping and payment options have been simplified and major
global brands have been pushed into new international markets The age of Internet
and digitalization is here, and Internet economy is growing rapidly each day.
Following improvements in mobile and tablet technology, together with social media,
33
marketing has set itself in a new, complex and challenging market environment.
Internet has become the primary business playground and the most popular
communication channel, creating new rules and new roles on both supply and
demand side, and Internet marketing and ecommerce have emerged as a major
preoccupations and business skills in all industrial branches. Marketing has become
completely new discipline today compared with the one that was known a decade
ago, making traditional marketing methods less effective and expensive Thus, the
aim of this article is to examine fundamentals of Internetbased marketing, starting
with pointing out its scope and terminology variety, since it is a wide used term and
very popular subject of research. By analyzing online customer behaviors and new
models of interaction and communication among customers, authors point out all
challenges and opportunities that should be addressed by modern companies in their
Internet marketing strategies, together with limitations and risks that emerged in
electronic marketplace. Relying on secondary research method, that implies detailed
analysis of researches and studies in the given field, the article has made a
contribution in modern discussion how Internet improvements are going to create
even more dynamic and challenging business environment in just next few years,
and point out that embracing digital marketplace rules and engaging in full range of
Internet marketing activities is a necessity for companies across all industries.
Number of online selling platforms used. According to Qi Li, Quansheng
Wang and Peijan Song (2019), in order to leverage both internal and external
resources, many online retail platforms have started to operate in a hybrid mode that
combines the use of a traditional reselling mode (operated by the platform owner)
and an increasingly common agency-selling mode (operated by the affiliated agency
sellers). To increase the hybrid platform's ability to compete in the online market, two
different types of vendors communicate and work together. Although the hybrid mode
is an unavoidable trend that lessens the burden of product expansion for reselling,
reselling may also experience agency selling sales cannibalization. We employ panel
34
vector auto regression to experimentally investigate the impact of agency selling on
resale. The results demonstrate that agency selling benefits resale. While the market
concentration of agency selling will lessen this effect, the number of agency sellers
may increase. Also, agency-selling involvement is statistically insignificant but
detrimental to the favorable impact of agency selling on resale. These findings have
significant theoretical ramifications that extend the inter organizational connection
and coopetition theories and enrich the two-sided market theory. Additionally, our
findings have numerous significant managerial ramifications for platform owners.
Number of types of products sold. According to Yujing Chen and
Yuanguang Zhong (2023), With the rapid development of e-commence, online retailer
platforms have a significant impact on people’s shopping behaviour. In particular,
online shopping festivals, such as Alibaba’s Singles’ Day, Amazon’s Prime Day, and
JD’s 618, have become increasingly important as sales drivers of online retail
platforms in recent years. In 2020, the total turnover of the Singles’ Day Online
Shopping Festival in China was reported to be RMB 498.2 billion, a jump of 29% over
2019. More than 250,000 brands participated in this festival. These achievements
benefit from the platform’s strategies for promoting online shopping.
There are two common modes of operations of the online retail platform,
namely the marketplace mode and the reselling mode (Abhishek, Jerath, Zhang,
2016, Hagiu, Wright, 2016). In the marketplace mode, the supplier is responsible for
the product quality and determines the selling price. In the reselling mode, the
platform purchases products from the supplier, then resells them to the customers. In
practice, some platforms offer both modes to their suppliers. For example, Tmall in
China only offered the marketplace mode in the earliest Singles’ Day online shopping
festival in 2014. However, with the development of the marketplace mode, Tmall now
also offers the reselling mode to its suppliers (Xu et al., 2021a). However, some
platforms only offer the reselling mode, such as Yanxuan of Netease and Vancl. So it
35
is interesting to understand what drives the platform to offer different modes of
operations.
Challenges Concerning the Business Operation System of Online Sellers
Problems/difficulties in terms of advertising/promotion. Based on the article of
Viu.ai (2023), cyber and data security breaches are one of the main problems facing
the operation systems of online businesses. Dealing with ecommerce involves a lot of
information or data, and a technological problem with that data can seriously harm
both the retailer's regular business operations and its reputation. Alongside data
security, online identity verification is considered a challenge because it can be
difficult to tell when a customer visits an e-commerce site if they are providing
authentic and accurate information and if they are actually interested in the products.
In addition, clients today understand the value of their data and the necessity of data
privacy. Gadget producers like Apple go above and beyond to protect their users'
data from outside parties. User data, however, can also help platforms provide users
with a better user experience.
Also, Joseph (2019) pointed out that a lack of computer experience can be
problematic because an online business owner needs to have more than a basic
understanding of the internet in order to operate their company online. The ability to
put up a website for commercial use and market your company on various internet
platforms are both necessary talents. Because they were not raised in a time when
technology was king, this can be difficult, especially for members of Generation X and
below. Additionally, he noted that it would be challenging to forge ties with clients
because doing business online allows you to expand your target market not just
locally but also globally. It will be challenging to meet in person if the seller is based
in the Philippines and the buyers are from the US, making it difficult for them to
establish bonds and cultivate client loyalty. Despite the fact that we may hold video
meetings online, they lack the intimacy of face-to-face interactions. Moreover, he
mentioned that the restriction on business types is another difficulty faced by online
36
businesses. Some company models might not work well online, especially if their
products require the use of the senses. You can find it challenging to communicate
your product's distinctive selling proposition online, for instance, if it is a nice perfume.
And there are some who will always feel more at ease making a significant purchase
—like an automobile—after first seeing the item in person.
Similar to this, Kaur (2022) warns that running an online business may result
in clients' expectations increasing. It can be difficult to meet customer expectations at
a time when customer service is of the utmost importance, and international
technological behemoths like Amazon have elevated online shopping to the
proverbial "next level" with anticipatory shipping practices. Today's merchants face a
significant challenge in competing with these industry titans and meeting changing
consumer needs. 86% of customers are willing to pay more for a better experience,
and an even larger 89% will establish their own company and become competitors as
a result of a bad experience. It can be challenging for many businesses to move
rapidly or make changes to meet client expectations. This is due to their inability to
effectively incorporate new technology into their current system; as a result, market
penetration becomes more challenging.
According to Jbrown (2021). One of the largest obstacles in digital marketing
is likely to be raising product awareness because without doing so, you wouldn't be
attempting to generate leads. And every company or organization should create a
content marketing plan, and that approach may overlap with your social media
marketing strategy and other marketing endeavors. However, the majority of firms are
unsure of where to begin.
Also, must be aware of your target market before you can produce quality
leads with any effectiveness. This is a hurdle because your target market could not
belong to a single demographic; instead, you can be catering to a variety of
personas, demographics, and clientele. While in managing online selling platform,
most business owners are aware of the value of their website, but many still have
37
trouble making it work. Issues with websites can include producing the greatest
content or establishing a visually pleasing, user-friendly site. Brown, S. (2021)
In the corporate world, healthy competition is seen as a virtue, but what
happens when there are several portals for a single product? When that occurs,
ecommerce definitely suffers since the competition shifts inward and businesses work
harder to draw in a sizable portion of the customer base, Bhasin, H. (2019).
Problems/difficulties in terms of online transaction. According to Abdur
Rahman, (2021). Giving a consumer a simple and rapid service is not always easy for
an owner of an online store. Setting up a safe online payment system can be difficult
because it needs to be constantly monitored and improved. And this can happen
when a consumer has a specific question about a product or service or when they
need help deciding which model or variant will best suit their needs. Also, The FTC
received 18 million complaints about e-commerce in 2018. 48% of them have to do
with payment fraud. The e-commerce sector is developing, and as your online store
expands, you'll start to see an increase in fraudulent orders. The majority of these are
fictitious orders that scammers or hackers place at your business in an effort to
circumvent security measures.
Moreover, In the USA in 2018, hackers stole about 14 million credit cards.
This is a startling statistic, and as the owner of an online store, should think about
adopting online security measures to protect your business from identity theft. Lastly
Hitesh Bhasin (2019) said that one of the frequent downsides of e-commerce
platforms is late delivery. Most of the time, that doesn't happen, and you have to wait.
Problems/difficulties in terms of customer response. According to ProProfs
(2022), Customers today anticipate instantaneous contact from service departments.
In actuality, they also desire a fast answer to their issues.
Unquestionably, this is the first in a lengthy list of typical customer service issues that
need to be handled by organizations. Also, there are scenarios that the business will
encounter this kind of customers, this may be the worst-case situation for a company
38
whose customer service representative was unkind customer. It is undeniable that
this is a difficult scenario to handle and is best avoided at all costs.
Lastly, people long for the tactile experience, and there is always the
possibility that the product could fall short of your expectations. Because of this, the
customer is somewhat hesitant to buy, Bhasin (2019).
METHODOLOGY
This chapter presents the research design, hypothesis, data sources, and
participants of the study, sampling techniques, data analysis, research instrument
and statistical treatment to identify the level of effectiveness of online selling
platforms to sellers’ merchandise business operation at selected areas in Cavite.
Research Design
The quantitative research strategy was employed in this study to obtain
numerical data from current and possible participants. Quantitative research
systematically studies occurrences by collecting measurable variables and applying
statistical, mathematical, or computational methods. It collects information from
consumers through sampling methods and the distribution of online surveys and
questionnaires (QuestionPro, 2021). Two types of research design was used:
descriptive and correlational. Descriptive research design allows researchers to
describe, gather, analyze, and present collected data. A precisely descriptive method
is being used to pursue the aim of the study. A descriptive research design assessed
business profiles such as; Business location, Years in online business, type of online
39
platform used and type of product/s sold online. The characteristics of online sellers
such as the population of each area where the participants are from to be gathered
with its total number of populations, the sample size which divided into five with its
exact percentage or number of participants per area. The challenges concerning in
online selling business. Lastly, to present the data gathered from the 2 variables by
determining the significant correlation on the level of effectiveness on the online
seller’s business operation (dependent variable) based on the online selling platforms
used
(independent variable).
Regression analysis is a reliable method for determining which variables have
an impact on a given topic. It is under the correlational research design that assessed
the relationship between variables without researchers’ manipulation. It mirrors the
direction of the relationship of both variables. It was used to analyze the relationship
between the independent and dependent variables of the study. The independent
variable is the online seller’s online selling platforms, and the dependent variable is
the business operation system. Quantitative techniques will be used in this study,
particularly the Likert scale. The process of performing a regression allows the
researchers to confidently determine which factors matter most, which factors can be
ignored, and how these factors influence each other.
Hypothesis
The researcher created the following hypothesis to explore the association
between the efficacy of online selling platforms and sellers' business profile in years
of operating the business by the participants in the final portion of the study:
Ho1: There is a significant correlation between seller’s business operations
using more than one online selling platform in selected areas in Cavite.
40
Resources of Data
The study used both primary and secondary data sources to collect data. This
study used the participants’ answers to the survey questionnaires as the primary
data. The secondary data are the information obtained by the researchers from
different related studies, articles, journals, and other related references on the
internet. In addition, the researchers used the information from the Philippine
Statistics Authority (PSA).
Participants of the Study
The participants of the study were the online sellers who are residing in the locale of
Bacoor City, Dasmariñas City, General Trias City, Imus, and Tanza, Cavite.
The participants must be availing of logistics services as part of their business
operations. The five selected areas have the highest number of populations in the
province of Cavite. The population size of the selected areas is identified to
determine the number of participants, which is 2,627,259 as of the year 2020 census
of the Philippine Statistics Authority (PSA). Cochran’s formula will be used with a 95
percent confidence level and a five percent margin of error. The calculated sample
size for the study will be 385 participants.
According to Victoria Fryer (2022), during the COVID-19 crisis, the digital
economy exploded. People went to internet purchasing more than ever before as
they embraced social distancing. Because of COVID-19, 67 percent of consumers
say they purchase differently now. Despite many who refer to this as the "post-
COVID" age, the situation is still fluid. However, retail and ecommerce organizations
have begun to notice new behavioral shifts in buying patterns, as well as which
adjustments over the last year appear to be staying. Retailers took initiative, not just
by encouraging more online purchases, but also by adopting developing technology
that enabled them to engage with customers and improve their customer experience.
Pandemic is the main reason why researchers picked sellers with online business to
participate as the source of primary data of this study.

41
Table 1. Distribution of participants in selected areas of Cavite.
AREA POPULATION SAMPLE PERCENTAGE
Dasmariñas City, Cavite 703,141 103 26.76
Bacoor City, Cavite 664,625 96 25.30
General Trias City,

Cavite 450,583 73 18.91
Imus, Cavite 496,794 66 17.15
Tanza, Cavite 312,116 47 11.88
TOTAL 2,627,259 385 100
Sampling Technique
In this study, the researchers used convenience sampling. It is a non- probability
sampling in which the samples are drawn from a pool of readily available participants
for the researchers. It is a type of sampling in which participants who are easier to
reach for the researchers are more likely to be chosen. The researchers can collect
data conveniently, quickly, and cost- effectively.
The researchers formulate questionnaires using Google Forms instead of
physical questionnaires in order to ensure that necessary precautions are made in
response to the COVID-19 pandemic. The questionnaires were disseminated via
email and social media platforms like Facebook, Twitter, and Instagram. Participants
would choose from those who meet the study's qualifications and are available
throughout the data collection period.
The required sample size for the five largest populations in Cavite, which has
a total population of 2,627,259, was determined using Cochran's formula. Using a
confidence level of 95 percent and a margin of error (MOE) of five percent, the
researchers calculated a sample size of 385 participants. Below is the Cochran's
Formula for measuring the sample in this study:

42
Where:
𝑍2= z-score of the confidence level e= desired level of
precision p= estimated proportion of the attribute present in
the population q= 1-p
Data Analysis
This study conducted survey methodology using a survey questionnaire with a
series of statements and questions that were used to elicit information about the
participants’ experiences while using business operation system of online selling
platforms. The survey aimed to gather quantitative data that form the main research
data for statistical analysis including the participants’ business profile such as;
business location, years in online business, type of online selling platform and type of
product/s sold online. The participants rated these questions/statements on various
scales.
According to Gronbach (1951) for all scales that were used in this research
were computed by the statistician and values greater than 0.7 were considered
acceptable for conducting researches (Malhotra, 1996). With regards to
Organizational Culture Scale, the developers reported Gronbach Alpha coefficients of
respectively 0.84, 0.73, 0.70 and 0.90 (Gruenert & Valentine, 1998).
Face and content were validated via a panel of three experts who judged the
survey instrument’s appearance, relevance and representativeness of its elements.
The panel of experts was comprised of graduate professors from Cavite State
University with expertise in the area which the instrument measured. Face and
43
content validity are important steps with establishing construct validity because they
establish the accuracy and connection among the questions asked and variables
measured.
Data was evaluated by using established and recognized quantitative
procedure. Quantitative analysis of the survey results was undertaken with the aid of
computer software, the Statistical Package for the Social Science (SPSS).
Table 2. Parameter to measure the effectiveness of Business Operation System of

Online Selling Platforms
Scale Interpretation Description
3.26-4.00 Highly Effective The Online Selling Platform is highly useful to

(HE)
Online Seller's Business Operation System.
2.51- 3.25 Moderately The Online Selling Platform is reasonably

Effective (ME) useful to Online Seller's Business
Operation System
Slightly Effective The Online Selling Platform is somewhat 1.76-2.50 (SE)

useful to Online Seller's Business
Operation System.
The Online Selling Platform is not useful
1.00-1.75 Not Effective (NE) to Online Seller's
Business Operation System.
44
The Four-Point Likert scale was used to assess the level of effectiveness of
the online seller's business operation system in terms of online selling platforms.
Participants would rate their perceived business operation system on a scale of one
to four, wherein four is the highest rate indicating if it's highly effective and one
indicating that the statements stated it is not effective. As a result, the greater the
rate, the more likely participants are to express their level of effectiveness with the
statement, and vice versa.
Regression analysis is a test statistic used to determine the impact of variable
to other. Finding the variables that have an effect on an interest issue can be done
with accuracy using regression analysis. You can confidently establish which
elements are most important, which ones can be ignored, and how these factors
interact when you do a regression. The regression analysis would describe the
statistical formula that measures the strength and significant relationship between
variables. Regression analysis were used to determine if there is a significant
correlation in the number of online selling platform used and level of effectives on the
online seller’s business operations.
Research Instrument
The researchers gathered quantitative data to determine the relationship of
the study's variables. A survey questionnaire is one of the data collection methods for
quantitative research, aiming to gather information suitable for statistical analysis
(Surbhi, 2017). The researchers used the Likert Scale in the survey questionnaire to
gather data. This scale allowed the participants to rate their level of agreement with
the given statements (Joshi, Kale, Chandel & Pal, 2015). The scale ranges from
strongly agree to strongly disagree. The researchers distributed the survey
questionnaires to the target participants through online platforms since face-to-face
surveys and interviews are prohibited due to the pandemic. Specifically, the
researchers used Google Forms as the platform for the data gathering.
45
The researchers used survey questionnaires to determine the level of
effectiveness of online selling platforms to sellers’ business operations at selected
areas in Cavite. The survey questionnaire of the study is divided into 4 major parts:
(1) the business profile; (2) level of effectiveness of the online sellers’ business
operation system of online selling platforms; (3) significant effect in the online
business operation (4) challenges concerning the business operation system of
online sellers.
The first part of the survey questionnaire is the business profile of the
participants; it includes their business location, years in online business, the online
selling platform used and the type of product/s they are selling. The second part of
the survey questionnaire is the 4-point likert scale showing the level of effectiveness
of online selling platforms to sellers’ business operation in terms of; Advertising/
Promoting, Online transaction, and Customers response; And lastly, the top 5 various
challenges concerning online selling of the participants in terms of; Advertising/
Promoting, Online transaction, and Customers response.
Statistical Analysis
The data collected from the participants were treated and interpreted using
statistical tools such as percentage distribution, weighted mean, Pearson’s
correlation coefficient and t- test. A frequency and percentage distribution display of
data specifies the percentage of observations for each data or grouping of data
points. Frequency and percentage distribution would explain the ratio or proportion of
the frequencies of the different variables to report the participant’s business profile
and the Effectiveness of Business Operation System of Online Selling Platforms at
selected areas of Cavite.
A weighted mean is an average. Instead of each data point contributing
equally to the final mean, specific data points are weighted more heavily than others.
The weighted mean would interpret the data gathered from the participants and
measure the perceived value of the level of effectiveness of the Online Seller's
46
Business Operation System in terms of; Advertising/ Promotion, Online transaction
and Customer response.
Pearson’s correlation coefficient is a test statistic used to determine the
statistical relationship between two variables. The Pearson’s correlation coefficient
test would describe the statistical formula that measures the strength and significant
relationship between variables. Pearson’s correlation coefficient were used to
determine if there is a significant correlation in the number of online selling platform
used and level of effectives on the online seller’s business operations.
Independent two- sample t- test will be used in the study. T- test is statistical
tool used to determine the significant comparison of independent variables. T- test
shall describe the statistical formula that measures the strength and by showing the
comparison of two independent variables. T- test were used to evaluate the effects of
online selling platforms to seller’s business operation.
Percentage Distribution:
P = F/N X 100 Wherein:
P=
percent
age F =
frequen cy
N = number of respondents
Weighted Mean:
Wherein:
x̄ = weighted mean
f = frequencies to
the given w =
47
weights
n = total number of respondents
Regression formula:
Wherein:
RESULTS AND DISCUSSION
This chapter deals with the discussion of the analysis and interpretation of the
results from the gathered data answered by the participants.
Business profile of online sellers

in selected areas of Cavite
A total of 385 businesses were considered for this study. The following
business have undergone business profiling according to business location, no of
years in online business, no. of online platforms used and no. of product types sold
online
According to business location
Table 3. Business profile distribution table according to business location

Business Location Frequency Percent (%)
Bacoor City 96 24.9

Dasmarinas City 103 26.8
General Trias City 73 19.0
Imus 66 17.1
48
47 12.2
Tanza
Total 385 100.0
Figure 5. Business Profile pie graph according to business location
Table 3 shows the Business profile distribution table according to business
location. It shows that the highest distribution of business comes from Dasmarinas
city with a total of 103 (26.8%) out from the 385 (100%) business respondents while
the lowest comes from Tanza (47, 12.2%). Bacoor City, General Trias City and Imus
City shares the remaining 61.0% (25%, 19% and 17% respectively) distribution.
According to number of years in online business
Table 4. Business profile distribution table according to number of years in online

business.
No. of years in online business Frequency Percent (%)
Less than 1 year 110 28.6
1-2 years 137 35.6
3-5 years 93 24.2

More than 5 years
45 11.7
Total 385 100.0

49
Figure 6. Business profile pie graph according to no. of years in online business Table
4 shows the business profile distribution table according to the number of years in
online business. It shows that the highest distribution of years in online business is 1-2
years with a total of 137 (35.6%) out of 385 (100%) business respondents while the
lowest number of years is more than 5 years with 45 (11.07%). Less than 1 year and 3-
5 years according to the number of years in online business shares the remaining 52.8
percent (28.6% and 24.2% respectively) distribution.
According to number of online platforms used
Table 5. Business profile distribution table according to number of online platforms

used
Frequency Percent (%)
No. of online platforms
used
1 Online Platform 233 60.5
2 Online Platforms 78 20.3
3 Online Platforms 74 19.2
Total 385 100.0

50
Figure 7. Business profile pie graph according to number of online platforms used
Table 5 shows the business profile distribution table according to the number
of online platforms used. Out of the participants surveyed, majority of 233 (60.5%) out
of 385 (100%) are using 1 online platform while the least number of online platforms
used is 3 online platforms with a total of 74 (19.2%). The remaining individuals who
use 2 online platforms are 78 (20.3%).
According to number of product types sold online
Table 6. Business profile distribution table according to number of product types sold
online
No. of product type sold online Frequency Percent (%)
1 Product Type Sold 158 41.0
2 Product Types Sold 130 33.8
More Than 6 Product Types Sold 7 1.8
Total 385 100.0

51
Figure 8. Business profile pie graph according to number of product types sold online
Table 6 shows shows the distribution of business profiles by the number of online
product types sold. It shows that out of 385 (100%) business respondents, 1 product
type sold the most, with 158 (41.0%) business respondents, while more than 6
product types were sold the least, with 7 (1.8%) business respondents. The
remaining 57.2% (33.8%, 8.6%, 10.6%, 2.9%, and 1.3%) were distributed as follows:
2 product types sold, 3 product types sold, 4 product types sold, 5 product types sold,
and 6 product types sold.
Level of effectiveness of the online seller’s business

operations
This study aims also to measure the level of effectiveness of the online seller’s
business operations in terms of advertising/promotion, online transaction and
customer response.
Advertising/promotion
Table 7. Level of effectiveness of online seller’s business operation in terms of

advertising/promotion
Advertising/Promoting Indicators Mean Std. Interpretation
Deviation
52
1. I can promote/advertise products with

the use of online selling platform/s 3.44 0.72 Highly Effective
2. It helps me to possibly access the large

target population consumers 3.17 0.69 Moderately Effective
3. I can provide a detailed information

about the product I am selling with the use
of online platform/s
3.33 0.69 Highly Effective
4. I can create strategic online

advertising campaigns according to
season, events, holidays and more
3.24 0.67 Moderately Effective
Table 7. Continued
5. I can track of how my online advertising

performs
Overall Advertising and Promotion 3.30 0.56 Highly Effective
Table 7 shows the level of effectiveness of the online seller’s business operations in
terms of advertising/promotion. It shows that the overall level of effectiveness of
Advertising and Promotion is highly effective with mean score is 3.30 and a standard
deviation of 0.56.
This is because the business can effectively promote/advertise products
through use of online selling platforms, provide a detailed information about their
products, and helps them to access large target population, create a strategic online
campaigns and track how their online advertising performs.
This means that the online platforms used such as the Facebook Marketplace,
Lazada and Shopee applications is very useful for the business owners in terms of
advertising/promoting their products.

53
According to the article of Gorman (2022), In the terms of advertising, media
is more fragmented than it has ever been. However, the study contains some good
news for brands about the efficacy of social media advertising. It clearly states that
online selling platforms provides usefulness to sellers by promoting/advertising the
products they sell with high possibility of increase on their sales.
According to Doug Gorman (February 8, 2022), Social media ads are just one
of many ways to reach out to customers today, alongside TV, print, podcasts,
outofhome advertising, and a slew of other digital channels and guerilla tactics. Media
is more fragmented than it has ever been in the world of advertising.
Every opportunity to increase the visibility of your brand is priceless. Social
media is simply another way to get your message out to a larger audience. It is an
effective platform for reaching out to and engaging new or prospective customers, as
well as maintaining and becoming more familiar with your existing customer base and
other stakeholders, Rebecca Battman (2019).
Online transaction
Table 8. Level of effectiveness of online seller’s business operations in terms of

online transaction.
Std.
Mean Interpretation
Online Transaction Indicators Deviation

It can update delivery transactions from
time to time
I can provide all mode of payment

transactions
It provides security to all transaction

from both seller and customers.
This can provide detailed information

about the customer’s order process
It provides tracking information about

54
shipping process of the product 3.24 0.75 Moderately Effective
Overall Online Transaction 3.24 0.55 Moderately Effective
Table 8 shows the level of effectiveness of online seller’s business operations
in terms of online transaction. All online transactions indicators have got the overall
mean of 3.24. Also with score of .55 on the standard deviation showing a majority
moderately effective on most of indicators.
This means that online selling platforms are not only for advertisements but
also gives comfortable way of having transactions over the internet. Saying it is faster
and more convenient to pay for anything that is purchased through the use of online
platforms
Based on understanding e-commerce (2021). A payment platform is software
that allows you to conduct an online transaction using a number of different payment
methods. Internet payments are electronic substitutes for traditional payment
methods like money orders and checks. Online payment services have also grown in
popularity in recent years. They've given the high-risk payment processing system a
new and improved look.
The numerous excellent features and benefits they provide to both
businesses and clients are the primary reasons for their popularity. They not only
speed up and secure transactions, but they also provide you with a variety of options
for expanding your business both domestically and globally.
We limit our focus to platforms that enable the exchange of goods or services
and define online platforms as online services that support interactions between two
or more different but interdependent sets of users (either enterprises or individuals)
(OECD, 2019). We follow the OECD's lead (2020) and concentrate on platforms in
nine different industries where their significance has increased recently: lodging,
marketplaces for goods and services, marketplaces for business-to-business
transactions, mobile payments, personal services, professional services, restaurant

55
reservations, restaurant delivery, and taxi services, OECD Policy Responses to
Coronavirus (Jan. 8, 2021).
Customer response

customer response
Customer Response Indicators Mean Std. Interpretation
Deviation
The online reviews are accurate base on

the customer’s response after the 3.35 0.72 Highly Effective
delivery of product.
Table 9. Continued
Customer Response Indicators Mean Std. Interpretation
Deviation
I am having a great communication with

a large number of target customer.
I am getting feedbacks from customers

in terms of business performance.
I can build up better image from

customer feedbacks.
It helps me getting the customers 3.32 0.68 Highly Effective
preferences based on the product

received
Overall Customer Response 3.27 0.53 Highly Effective
Table 9 shows the level of effectiveness of online seller’s business operations in
terms of customer response. This table shows all online transactions indicators have
56
got the overall mean of 3.27. Also, with score of .53 on the standard deviation
showing a majority moderately effective on most of indicators.
This means that customer responses have a huge impact to the seller’s online
business and business performance.
According to Edwards (2020), surveys and focus groups are common
methods for gathering feedback, but social media offers businesses a rich mine of
realtime client feedback. Businesses can use social data to get real feedback on their
products and services. Businesses should listen to their consumers without
prompting them and act on what they learn to improve the entire customer
experience.
According to Bin Gu, with the growing influence of online social media,
businesses are playing an increasingly active role in interacting with consumers on
social media. For many companies, the first step in online social media is executive
engagement. Management will respond to customer comments regarding the
company or its products and services. This article uses data obtained from a leading
online travel agency in China to measure the impact of management's response on
customer satisfaction. By applying a panel data model that controls for regression on
the mean and heterogeneity of individual preferences for hotels, online manager
responses are highly effective for low-satisfaction customers, but not for others. The
impact on customers was found to be limited. Furthermore, we show that the public
nature of online administrators' responses brings new power to customers.
According to Raj Agnihotri (2016), social media has changed the way buyers and
sellers interact. Increased engagement via social media can have positive results for
your sales organization as sellers use social media to drive action. From the
perspective of value creation, we examine the effect of information transmission
behavior of sales representatives mediating the use of social media and customer
satisfaction. Merchants' use of social media has been shown to influence

57
communication behavior and improve merchant responsiveness and customer
satisfaction. Seller response was also found to be positively correlated with customer
satisfaction. Findings suggest that social media plays an important role in informing
customers, but not as a direct factor in improving seller behavior to increase
customer satisfaction.
Overall online business operations

overall online business operations.
Overall online business operations Mean Std. Interpretation
indicators Deviation
Advertising/Promotion 3.30 0.56 Highly Effective
Online Transaction 3.24 0.55 Moderately Effective
Customer Response 3.27 0.53 Highly Effective
Overall online business operations

Table 10 shows the level of effectiveness of online seller’s business
operations in terms of overall online business operations. This table shows that
advertising and promotion are highly effective in online business operations
indicators. The overall mean of overall online business operations is 3.27 and with a
score of .48 on the standard deviation showing that it is moderately effective.
According to GWI, 49% of internet users are likely to buy from brands they
see advertised online. Brands may reach their target demographic with advertisement
on social media sites like Facebook. Businesses can divide their target audience into
interesting groups using social media platforms like Facebook to contact them more
effectively.
58
According to Xinping Shi and Philip C. Wright, E-commerce has become a
dynamic force transforming all kinds of business operations around the world.
Related concepts and business practices not only influence communication, daily life
and interpersonal relationships, but also provide opportunities to start something new.
International and domestic business ventures. But taking advantage of these
opportunities comes with challenges. Since e-commerce will change its
characteristics, the traditional way of thinking about business management. The rules
of business competition through the electronic flow of information and money.
With increasing competitive pressure from online businesses and rapid changes in
consumer behavior, traditional businesses with online channels and brickand-mortar
presence are increasingly looking to make better decisions and improve operations.
We are looking at data science and artificial intelligence. Changing market dynamics
are heavily influenced by the overwhelming penetration of mobile phones and data
connectivity. As a result, consumers are better informed, can make real-time
purchasing decisions, and share their experiences through review sites and social
media. Businesses are leveraging this vast amount of user-generated content by
extracting the most useful information using text analytics and machine learning
algorithms that identify patterns and consumer sentiment at scale increase.
Regression analysis of the online business

operations when affected by independent variables
Table 11. Regression analysis of the online business operations when affected by
independent variables
Independent Ho Ho R2
Sig val. Coefficient
Variables Decision Interpretation value
0.002 Reject Ho 0.076 0.024

a. Number of There is
years in online significant
business effect
59
b. Number of There is
online selling 4.9 x 10 -6 Reject Ho significant 0.14 0.053
platforms used effect
c. Number of There is no
types of products significant
sold 0.051 Accept Ho effect 0.027 0.0099
d. Number of
years in online
business * 1.2 x 10 -5 Reject Ho There is 0.05a, 0.065
number of online significant effect 0.12b,
selling platform 0.012c
used * number of
types of products
sold
Table above shows the regression analysis of the online business operations
when affected by the independent variables such as the no. of years in online
business, no. of online selling platforms used, no. of types of product sold and when
there are multiple independent variables.
It shows that the no. of years in online business and the no. of online
platforms used individually affects the business operations of the sellers with sig. val.
-6
= 0.002 and 4.9 x 10 < 0.05 respectively. This means that for every increase in the
no. of years in online business, there is an increase of about 0.076 in the online
business operations while an increase in the no. of online selling platforms used,
there is an increase of 0.14 in the business operations.
However, the no. of types of products sold does not affect the online business
operations (sig. val. = 0.051 > 0.05).
Table above also shows that when multiple regression is analyzed among the
-5
independent variable, Ho is rejected (Sig val. = 1.2 x 10 < 0.05). Thus, no. of years
in online business, no. of online selling platforms used and no. of types of products
sold have significant effect in the online business operations.
This means that for every increase in no. of years in online business, no. of
online platforms used and no. of types of product sold, there is an increase of about
60
0.05, 0.12 and 0.012 coefficients respectively in the effectiveness of the online
business operations.
Number of years in online business
According to Grubor and Jaksa (2018), Globally, the number of web sites increased
from 17 million in 2000 to 1 billion US$ in 2014. Worldwide business-toconsumer
ecommerce sales increase by 20,1 % in 2014 reaching 1500 trillion US$. There is an
expansion of online and mobile users across the globe, especially from emerging
markets, m-commerce sales are constantly rising, shipping and payment options
have been simplified and major global brands have been pushed into new
international markets The age of Internet and digitalization is here, and Internet
economy is growing rapidly each day. Following improvements in mobile and tablet
technology, together with social media, marketing has set itself in a new, complex
and challenging market environment. Internet has become the primary business
playground and the most popular communication channel, creating new rules and
new roles on both supply and demand side, and Internet marketing and e-commerce
have emerged as a major preoccupations and business skills in all industrial
branches.
Marketing has become completely new discipline today compared with the
one that was known a decade ago, making traditional marketing methods less
effective and expensive Thus, the aim of this article is to examine fundamentals of
Internet-based marketing, starting with pointing out its scope and terminology variety,
since it is a wide used term and very popular subject of research. By analyzing online
customer behaviors and new models of interaction and communication among
customers, authors point out all challenges and opportunities that should be
addressed by modern companies in their Internet marketing strategies, together with
limitations and risks that emerged in electronic marketplace. Relying on secondary
research method, that implies detailed analysis of researches and studies in the
given field, the article has made a contribution in modern discussion how Internet
61
improvements are going to create even more dynamic and challenging business
environment in just next few years, and point out that embracing digital marketplace
rules and engaging in full range of Internet marketing activities is a necessity for
companies across all industries.
Number of online selling platforms used
According to Qi Li, Quansheng Wang and Peijan Song (2019), in order to
leverage both internal and external resources, many online retail platforms have
started to operate in a hybrid mode that combines the use of a traditional reselling
mode (operated by the platform owner) and an increasingly common agency-selling
mode (operated by the affiliated agency sellers). To increase the hybrid platform's
ability to compete in the online market, two different types of vendors communicate
and work together. Although the hybrid mode is an unavoidable trend that lessens the
burden of product expansion for reselling, reselling may also experience agency
selling sales cannibalization. We employ panel vector auto regression to
experimentally investigate the impact of agency selling on resale. The results
demonstrate that agency selling benefits resale. While the market concentration of
agency selling will lessen this effect, the number of agency sellers may increase.
Also, agency-selling involvement is statistically insignificant but detrimental to the
favorable impact of agency selling on resale. These findings have significant
theoretical ramifications that extend the inter organizational connection and
coopetition theories and enrich the two-sided market theory. Additionally, our findings
have numerous significant managerial ramifications for platform owners.
Number of types of products sold
According to Yujing Chen and Yuanguang Zhong (2023), With the rapid
development of e-commence, online retailer platforms have a significant impact on
people’s shopping behaviour. In particular, online shopping festivals, such as
Alibaba’s Singles’ Day, Amazon’s Prime Day, and JD’s 618, have become
increasingly important as sales drivers of online retail platforms in recent years. In

62
2020, the total turnover of the Singles’ Day Online Shopping Festival in China was
reported to be RMB 498.2 billion, a jump of 29% over 2019. More than 250,000
brands participated in this festival.
These achievements benefit from the platform’s strategies for promoting online
shopping.
There are two common modes of operations of the online retail platform,
namely the marketplace mode and the reselling mode (Abhishek, Jerath, Zhang,
2016, Hagiu, Wright, 2016). In the marketplace mode, the supplier is responsible for
the product quality and determines the selling price. In the reselling mode, the
platform purchases products from the supplier, then resells them to the customers. In
practice, some platforms offer both modes to their suppliers. For example, Tmall in
China only offered the marketplace mode in the earliest Singles’ Day online shopping
festival in 2014. However, with the development of the marketplace mode, Tmall now
also offers the reselling mode to its suppliers (Xu et al., 2021a). However, some
platforms only offer the reselling mode, such as Yanxuan of Netease and Vancl. So it
is interesting to understand what drives the platform to offer different modes of
operations.
Challenges concerning the business operation system of online sellers
This study aims also to determine the problems and difficulties of the sellers’
encounters in terms of advertising/promotion, online transaction and customer
response.
Problems/difficulties in terms of advertising/promotion
Table 12. Pre-determined problems/difficulties of sellers in terms of advertising or

promotion
Problems/Difficulties Frequency Percent (%)
Promoting your products 271 25.09%

63
Developing a content marketing

strategy
265 24.54%
Finding your target customers
209 19.35%
Accessibility and managing your
online selling platform
178 16.48%
Maintaining your competitive
advantages
157 14.54%
Total 1080 100%
Table 12 shows the Challenges concerning the Business Operation System of
online sellers in terms of advertising/difficulties. It shows that the most
problems/difficulties that the online sellers dealing with is promoting your products
with a 271 (25.09%) out from the 1080 (100%) total of those answers while the lowest
problem/difficulty encounter is Maintaining your competitive advantages with 157
(14.54%). Developing a content marketing strategy, finding your target customers
and accessibility and managing your online selling platform shares the remaining
60.37% (24.54%, 19.35% and 16.48% respectively).
According to Jbrown (2021). One of the largest obstacles in digital marketing
is likely to be raising product awareness because without doing so, you wouldn't be
attempting to generate leads. And every company or organization should create a
content marketing plan, and that approach may overlap with your social media
marketing strategy and other marketing endeavors. However, the majority of firms are
unsure of where to begin.
Also, must be aware of your target market before you can produce quality
leads with any effectiveness. This is a hurdle because your target market could not
belong to a single demographic; instead, you can be catering to a variety of

64
personas, demographics, and clientele. While in managing online selling platform,
most business owners are aware of the value of their website, but many still have
trouble making it work. Issues with websites can include producing the greatest
content or establishing a visually pleasing, user-friendly site. Brown, S. (2021)
In the corporate world, healthy competition is seen as a virtue, but what
happens when there are several portals for a single product? When that occurs,
ecommerce definitely suffers since the competition shifts inward and businesses work
harder to draw in a sizable portion of the customer base, Bhasin, H. (2019).
Problems/difficulties in terms of online transaction
Table 13. Pre-determined problems/difficulties of sellers in terms of online transaction
Difficulty in processing of online

payments
307 28%
Sending of wrong parcel or products 241 22%
220 20%
Online fraud (being scammed)
194 18%
Delayed parcel due to natural disaster
Data theft (stealing your business’
information) 130 12%
Total 1092 100%
online sellers in terms of online transaction. It shows that the most
problems/difficulties that the online sellers dealing with is difficulty in processing of
online payments with a 307 (28%) out from the 1092 (100%) total of those answers
while the least problem/difficulty encounter is Data theft (stealing your business’
65
information) with130 (12%). Sending of wrong parcel or products, online fraud (being
scammed) and Delayed parcel due to natural disaster shares the remaining 60%
(22%, 20% and 18% respectively).
According to Abdur Rahman, (2021). Giving a consumer a simple and rapid
service is not always easy for an owner of an online store. Setting up a safe online
payment system can be difficult because it needs to be constantly monitored and
improved. And this can happen when a consumer has a specific question about a
product or service or when they need help deciding which model or variant will best
suit their needs. Also, The FTC received 18 million complaints about e-commerce in
2018. 48% of them have to do with payment fraud. The e-commerce sector is
developing, and as your online store expands, you'll start to see an increase in
fraudulent orders. The majority of these are fictitious orders that scammers or
hackers place at your business in an effort to circumvent security measures.
Moreover, In the USA in 2018, hackers stole about 14 million credit cards.
This is a startling statistic, and as the owner of an online store, should think about
adopting online security measures to protect your business from identity theft. Lastly
Hitesh Bhasin (2019) said that one of the frequent downsides of e-commerce
platforms is late delivery. Most of the time, that doesn't happen, and you have to wait.
Problems/difficulties in terms of customer response
Table 14. Pre-determined problems/difficulties of sellers in terms of customer

response
Slow customers response 300 27%

275 25%
Handling angry customers
Understanding customer expectations 239 22%
66
166 15%
Getting negative reviews
Not receiving enough customer 128 12%
feedback
Total 1108 100%
online sellers in terms of customer response. It shows that the most
problems/difficulties that the online sellers dealing with is slow customers response
with a 300 (27%) out from the 1108 (100%) total of those answers while the least
problem/difficulty encounter is Not receiving enough customer feedback with 128
(12%). Handling angry customers, understanding customer expectations and getting
negative reviews shares the remaining 62% (25%, 22% and 15% respectively).
According to ProProfs (2022), Customers today anticipate instantaneous
contact from service departments. In actuality, they also desire a fast answer to their
issues. Unquestionably, this is the first in a lengthy list of typical customer service
issues that need to be handled by organizations. Also, there are scenarios that the
business will encounter this kind of customers, this may be the worst-case situation
for a company whose customer service representative was unkind customer. It is
undeniable that this is a difficult scenario to handle and is best avoided at all costs.
Lastly, people long for the tactile experience, and there is always the
possibility that the product could fall short of your expectations. Because of this, the
customer is somewhat hesitant to buy, Bhasin (2019).

67
SUMMARY, CONCLUSION, AND RECOMMENDATIONS
This chapter presents the summary, conclusions, and the recommendations
on the effectiveness of online selling platforms in business operation system of online
sellers in selected areas in Cavite.
Summary
This chapter discusses the summary of findings and conclusions derive from
the results that the researchers gathered in this study titled: Effectiveness of Online
Selling Platforms in Business Operation System of Online Sellers in Selected Areas
in Cavite. This study was conducted from January 2022 to January 2023. A total of
385 participants from top 5 most populous cities in Cavite were obtained using
convenience sampling. It is a non- probability sampling in which the samples are
drawn from a pool of readily available participants for the researchers. A survey
questionnaire through google forms was used in data gathering.
The researchers gathered data from the residents of Dasmarinas city which
has the highest distribution of businesses. The number of years in online business, 2
years have the highest distribution of years. The number of online platforms used of
68
the participants in the survey, there were a total of 233 using 1 online platform while
the number of product types sold, 1 product type had the largest sales.
Online selling platforms may effectively advertise and market products, provide
thorough information about their products, access a wide target population, develop
strategic online campaigns, and monitor the effectiveness of their online marketing.
Regarding the effectiveness of social media advertising, the report does offer some
encouraging news for firms. It is clear that online selling platforms are beneficial to
sellers because they may advertise and promote their products with a good chance
of increasing sales. A mean of 3.24 has been calculated for all online transaction
metrics.
Furthermore, a standard deviation score of .55 is the majority of indicators are only
somewhat effective. Therefore, platforms for online sales offer more than simply a
way to advertise; they also offer a practical way to make purchases online. Stating
that it is quicker and more convenient to pay for any transactions using online
platforms. In terms of customer response, the average mean for all online transaction
indicators. Furthermore, a standard deviation score of 53 is the majority of indicators
are only moderately effective. This indicates that the seller's online business and
financial performance have a significant impact by consumer feedback. In overall
business operations, the effectivity of advertising and promotion are for measuring
the performance of online businesses. The standard deviation score of .48 is the
overall effectiveness of all online business activities is relatively moderate, with a
mean of 3.27.
In addition, internet users are likely to make a purchase from a brand they
see advertised online. Social media platforms like Facebook can be used by brands
to sell to their target market. Businesses can separate their target market into
interesting groups using social media platforms like Facebook so they can
communicate with them more successfully.

69
Conclusion
In regression analysis of the online business operations when affected by
independent variables, the researchers have four independent variables the number
of years in online business, number of online selling platforms used, number of types
of products sold and the overall. Firstly the number of years in online business the
null hypothesis decision is to reject which means there is a significant effect with the
regression value of 0.024. Secondly, number of online selling platforms used was
also reject the null hypothesis with the regression value of 0.053 which means there
is a significant effect. For the third independent variables, unlike the first two
independent variables the number of types of product sold the null hypothesis was
accept which means there is no significant effect with the regression value of 0.0099.
Lastly, the overall results is that the null hypothesis was rejected which means there
is a significant effect with the regression value of 0.065
According to Yujing Chen and Yuanguang Zhong (2023), With the rapid
development of e-commence, online retailer platforms have a significant impact on
people’s shopping behaviour. In particular, online shopping festivals, such as
Alibaba’s Singles’ Day, Amazon’s Prime Day, and JD’s 618, have become
increasingly important as sales drivers of online retail platforms in recent years. In
2020, the total turnover of the Singles’ Day Online Shopping Festival in China was
reported to be RMB 498.2 billion, a jump of 29% over 2019. More than 250,000
brands participated in this festival.
These achievements benefit from the platform’s strategies for promoting online
shopping.
Recommendations
In this section of the study, recommendations are made based on the study's
findings and results in order to improve future innovations as a guide for future
strategies of online sellers' business operations through the effectiveness of their
online selling platforms.

70
The first analysis of regression of online business operations when affected by
independent variables is the more Sellers' business increases in its years the more
online platforms will be used by years in experience to have a positive progress in
business operations. This means that over the years in business in online selling
there are other platforms might be added not only shopee, lazada, and facebook
marketplace in order to improve online sellers’ business operations.
This study is recommended for future researches by students or entrepreneurs
as one of the weak spots in using online selling as a strategies of Sellers' business
operations. Stating that this study will be one of the sources of information for future
improvements in online businesses. Also, results clearly states that there is change in
business operations but no signs wether it is a positive or negative effect. This helps
the future researches support online business study regarding with the effectiveness
of online platforms to business operations.
For future online sellers and business owners, there is an open space for
improvement in part of no. of years in online business, no. of online selling platforms
used and no. of types of products sold have significant effect in the online business
operations. Whether there is a positive effect or negative regarding with the
significant effect independent variables in online business operations. It depends on
the efforts and management on how a business is being operated by a specific step
by step process and guide for an organized flow of operation using online selling
platforms.
71
REFERENCES
Advanced technology. (2019). How Technology Has Made The Online Shopping
ExperienceMore Enjoyable? Retrieved from https://site.paytabs.com/e
n/tag/chatbots/
Abdur, R. (2021). Most Common Payment Processing Problems & How to Solve
Them Retrieved from. https://www.cloudways.com/blog/common-
paymentprocessin g-problems/
Bennett, Coleman & Co. Ltd. (2022). What is Advertising. Retrieved from
https://m.eco nomictimes.com/definition/advertising/
Bin, G & Qiang, Y. (2013). First Step in Social Media: Measuring the Influence of
Online Management Responses on Customer Satisfaction. Production and
Operation
s Management, 23 (4), 570-582. Retrieved from.
https://onlinelibrary.wiley.com /doi/abs/10.1111/poms.12043
Bhasin, H. (2019). 16 Disadvantages Of E-commerce – Problems with E-commerce.

Retrieved from: https://www.marketing91.com/disadvantages-of-e-commerce/
Brown, S. (2021). 10 Challenges Marketers Face & How Digital Marketing Can Solve
Them. Retrieved from: https://www.roionline.com/blog/digital-marketing-for-bu siness
Clark, M. (2021). 20 Must-Know Benefits of Offering Online Payments. Retrieved

from https://etactics.com/blog/benefits-of-offering-online payments
Ecommerce, (2021). 5 Amazing Benefits of Using Online Payment Platforms.
72
Retrieved from: https://understandingecommerce.com/5-amazingbenefits-of-

using-onli ne-payment-platforms/
Cornell, J. (2022). 10 Common Customer Service Problems and How to Resolve

Them. Retrieved from: https://www.proprofsdesk.com/blog/customer-service
problems/
Edwards, D. (2020). Why social media is key to collecting customer feedback Retr
ieved from: https://www.techtarget.com/searchcustomerexperience/feature/W
hysocial- media-is-key-to-collecting-customer-feedback
Fryer. V. (2020). Understanding COVID-19’s Impact on Ecommerce and Online

Shopping Behavior. Retrieved from https://www.bigcommerce.com/blog/covid- 19-
ecommerce/#covidecommerce-trends
GlobalData. (2021). Online shopping and rising internet penetration to lead

Philippines e-commerce at 17% CAGR through 2025, forecasts GlobalData.
Retrieved fro m.https://www.globaldata.com/onlineshoppingrising-internet-
penetration- lea d-philippines-e-commerce-17cagr2025-forecasts-globaldata/
Gorman, D. (2022). How effective are ads on social media? Retrieved from
https://blog.gwi.com/trends/ads-on-social-media/
Gouda, V. (2015). SAP APO general OverView. Retrieved from
https://blogs.sap.com/
2015/09/27/sap-apo-general-overview/
GWI. (2022). The Effectiveness of Social Media Advertising. Retrieved from
https://ww w.sociallybuzz.com/the-effectiveness-of-
socialmediaadvertising/
Hitesh, B. (2021). 16 Disadvantages Of E-commerce – Problems with E-commerce.
Retrieve from. https://www.marketing91.com/disadvantages-of-e-commerce/
Horan, M. (2018). The Biggest Disadvantages and Advantages of FTP. Retrieved from
https://www.ftptoday.com/blog/key-advantages-and-disadvantages-offtp
Howard, J. & Sheth, J. (1968). A Theory of Buyer Behavior. Retrieved from.
https://books.google.com.ph/books?hl=en&lr=&id=HLuo1sawoAYC&oi=fnd&p
g=PAycyKt&f=fale1&dq=theory%20of%20buyer%20behavior&ots=IfnCa6tTx
&sig=tLwBfGvwz3q_JNrkdFY&redir_esc=y#v=onepage&q=theory%20of%20b
uyer%20behavior
Jain, S. (2010) Personal Selling and Sales Force Management. Retrieved from.
https://www.shivajicollege.ac.in/Study/Theories%20of%20Selling%20Traditin
al%20 and%20Modern.pdf
Jared, C. (2022). 10 Common Customer Service Problems and How to Resolve
Them. Retrieve from. https://www.proprofsdesk.com/blog/customer-service-problems
/
Jbrown. (2021). The 10 biggest digital marketing challenges facing small business
(and how to overcome them). Retrieved from. https://dpigraphics.net/biggest
digitalmarketing-challenges-facing-small-business/#contentmarketingstrategy
73
Juneja, Prachi. (2015). Customer Response. Retrieved from

https://www.management studyguide.com/customer-response.htm
Kim, L. (2019). 7 Effective Ways to Collect Customer Feedback through Social
Media. Retrieved from
https://www.getfeedback.com/resources/onlinesurveys/7- effe ctivewaysto-
collect-customer-feedback-through-socialmedia/
LaBarre, J., Haugen, S., & Noe, J. (2001). A Case Study Analysis of E-commerce for
Retail Business. Retrieved from https://www.researchgate.net/publication/24
2675549_A_CASE_STUDY_ANA LYSIS OF_E-COMMERCE_STRATEG
IES_FOR_RETAIL_BUSINESSES
Little, K. (2021). Why Retail Sales Are Important. Retrieved from

https://www.thebalan ce.com/why-retail-sales-are-important-3141223
Ma, Q. & Liu, L. (2005). The Technology Acceptance Model. Retrieved from
https ://www.researchgate.net/publication/314410967_The_Technology_Acceptanc
e_Model
OECD. (2022). International trade during the Covid-19 pandemic: Big shifts and
uncert ainty. Retrieved from.
https://www.oecd.org/coronavirus/en/policyresponses
Paychex (2015). 7 Benefits of Going Paperless in Your Business. Retrieved from
https: //www.paychex.com/articles/finance/benefits-of-going-paperless
Pipedrive (2022). The all-in-one sales platform for growing revenue. Retrieved from
https://www.pipedrive.com/en/blog/sales-promotion
Qi Li,Quansheng Wang &Peijian Song (2019). The Effects of Agency Selling on
Reselling on Hybrid Retail Platforms. Retrieved from.
https://www.tandfonline.com/doi/abs/10.1080/10864415.2019.1655209
Raman, A. (2021). Most Common Payment Processing Problems & How to Solve
Them. Retrieved from: https://www.cloudways.com/blog/common-payment
processing-problems/
Richard F. & Robert L.(2019). Regression Analysis and its Application. Retrieved
from.https://www.taylorfrancis.com/books/mono/10.1201/9780203741054/regr
ession-analysis-application-robert-mason-richard-gunst
Rosato, J. (2018). What is Document Flow? Retrieved
from https://soulandwolf.com.au /blog/what-
isdocumentflow/#:~:text=Document%20flow%20is%20the%20arrangement,o
th er%20elements%20position%20themselves%20accordingly.
Shanti, R., Desti, & Kannaiah (2015). Consumers' perception on online shopping.
Jour nal of Marketing and Consumer Research, 13. pp. 14-21. Retrieved from.
https://researchonline.jcu.edu.au/39753/
74
Steve B. (2021). 10 Challenges Marketers Face & How Digital Marketing Can Solve
Them. Retrieved from. https://www.roionline.com/blog/digital-marketing-for bu
siness
Swalih. (2021). Modern Technology: Definition, Examples, and Applications.
Retrieved from. https://www.techquintal.com/modern-technology/ Torpey,
E. (2013). Online Seller. Retrieved from https://eric.ed.gov/?id=EJ1004226
VanBaren, J. (2017). The Disadvantages of Accounting Information Systems.
Retrieved from. https://bizfluent.com/about-
5106557disadvantagesaccounting-software.html
Wigand, R. (1997). Electronic Commerce: Definition, Theory, and Context. Retrieved
from https://www.researchgate.net/publication/220175602_Electronic_Comm erce_
Definiti on_Theory_and_Context
Wurth, S., & Stueber, H. (2016). A Literature Review of marketing and Facebook. Re
trieved from:http://www.divaportal.org/smash/get/diva2:1080778/FULLTEXT0
1.pdf?fb clid=IwAR3qBc0ytR0qUi5QmAJV8Crq4GHX8RrSdAk5DCfFDL6Xwj
OC4uuJ muECtEI
Xi, N., & Hamari, J. (2021). Shopping in virtual reality: A literature review and future
ag enda. Retrieved from https://www.sciencedirect.com/science/article/pii/S0148
296321003209
Xinping, S. & Philip, W. (2003). E-Commercializing Business Operations.
Communicati ons of the ACM, 46 (2), 83–87. Retrieved from.
https://mcacm.acm.org/magazines/2003/2/6885-e-
commercializingbusinessoperations/abstract
Yujing Chen , Yuanguang Zhong , & T.C.E. Cheng (2023). Impacts of the minimum
quantity contract on an online retail platform.
Retrieved from.
https://www.sciencedirect.com/science/article/abs/pii/S0377221722006592
APPENDICES
75
APPENDIX 1

Don Severino De Las Alas Campus
Indang, Cavite, Philippines
(046) 8620-290/ (046) 4150-013 loc 221
www.cvsu.edu.ph
June 2022
TO WHOM IT MAY CONCERN
DASMARINAS CITY, CAVITE
Dear Ma’am/Sir: Greetings!
We are the third-year students taking up Bachelor of Science in Business

Management major in Operations Management at Cavite State
UniversityMain Campus, Indang, Cavite. Currently, our group is conducting a
study entitled "Effectiveness of Online Selling Platforms in Business
Operation System of Online Sellers in Selected Areas in Cavite" as one
of the major requirements for the degree.
In line with this, we would like to ask permission to survey this area with the
respondents of our thesis. We would be very grateful for the help that you could
extend for the success of this academic endeavor. Rest assured that all the
information will be treated with utmost confidentiality and strictly use for
research purposes only.
We are looking forward to your favorable response.

Thank you and God bless.
Respectfully yours,
Andanar, Gin Patrick A.
Group Representative
Noted:
Thesis Adviser
76
77

(046) 8620-290/ (046) 4150-013 loc 221
www.cvsu.edu.ph
June 2022
BACOOR CITY, CAVITE

respondents of our thesis. We would be very grateful for the help that you
could extend for the success of this academic endeavor. Rest assured that all
the information will be treated with utmost confidentiality and strictly use for

Respectfully yours,
Noted:
78

(046) 8620-290/ (046) 4150-013 loc 221
Thesis Adviser
www.cvsu.edu.ph
June 2022
GENERAL TRIAS CITY, CAVITE


79

(046) 8620-290/ (046) 4150-013 loc 221
Respectfully yours,
Noted:
Thesis Adviser
www.cvsu.edu.ph
June 2022
IMUS CITY, CAVITE

80

(046) 8620-290/ (046) 4150-013 loc 221

Respectfully yours,
Noted:
Thesis Adviser
www.cvsu.edu.ph
June 2022
TANZA, CAVITE

81

(046) 8620-290/ (046) 4150-013 loc 221

Respectfully yours,
Noted:
82
APPENDIX 2

(046) 8620-290/ (046) 4150-013 loc 221

OPERATION SYSTEM OF ONLINE SELLERS IN SELECTED
AREAS IN CAVITE
General Objective: To identify the Effectiveness of Online Selling Platforms in

Business Operation System of Online Sellers in Selected Areas in Cavite.
I. General Information
Direction: Please complete this section to provide your general information.
Check the box that corresponds to your answer.
Name (Optional):
Location of Business: Bacoor
City
Dasmarinas City
General Trias City
Imus City
Tanza
Years in Online Business:

Below 1 year
1-2 years
3-5 years
More than 5 years
Types of Online Selling platform you are using (You can choose more than one
answer).
Facebook Marketplace
Shopee
Lazada
Type of product/s you are selling online (You can choose more than one
answer):
Food and Beverages
Electronics
Fashion
Health and beauty
Toys, baby, hobby and DIY
Furniture
83
Others: _____________________
II. Level of Effectiveness of Online Selling Platforms to Seller's Operation

System
Direction: The statements refer to the Effectiveness of Online Selling Platforms to
Online Seller's Business Operation. Kindly put a checkmark (/) on every item that
best corresponds to your answer.
Not Slightly Moderately Highly
Advertising/Promoting Effectiv Effectiv Effective Effectiv
e (1) e (2) (3) e (4)
I can
promote/advertise
products with the use
of online selling
platform/s
It helps me to
possibly access the
large target
population consumers
I can provide a
detailed information
about the product I am
selling with the use of
online platform/s
I can create
strategic online
advertising
campaigns
according to season,
events, holidays and
more
I can monitor my
online
advertising
performance
Choose the Top 3 problems/difficulties that you’ve encountered in terms of

advertising or promoting
Finding your target customer
Developing a content marketing strategy
Promoting your products
Accessibility and managing your online selling platform
Maintaining your competitive advantages Others:
___________________________________________________________________
___________________________________________________________________
84
Not Slightly Moderatel y Highly

Online Transaction
Effectiv Effectiv e Effective Effectiv
e (1) (2) (3) e (4)
It can update delivery

transactions from time to time
I can provide all mode of

payment transactions
It gives security to all
transactions of both seller and
customers.
It provides a detailed
information about the
customer’s order process
It provides tracking information

about shipping process of the
product
Choose the Top 3 problems/difficulties that you’ve encountered in terms of Online

transaction
Online fraud (being scammed)
Sending of wrong parcel or products
Difficulty in processing of online payments
Data theft (stealing your business’ information)
Delayed parcel due to natural disaster
Others: -
___________________________________________________________________
___________________________________________________________________
Not Slightly Moderate Highly
Customer Effectiv e Effectiv e ly Effectiv e
Response (1) (2) Effective (4)
(3)
I am receiving
honest reviews
from the
customer’s
response after
the delivery of
product
85
I am having a
great
communicati
on with a large
number of
target
customer
It gives me an
opportunity to
meet the
customers’ needs
and expectations
I can build up
better
image from
customer
feedbacks
It helps me
getting the
customers
preferences
based on the
product reviews
Choose the Top 3 problems/difficulties that you’ve encountered in terms of Customer

response
Understanding customer expectations
Handling angry customers
Slow customers response
Getting inaccurate reviews
Not receiving enough customer feedback
Others:_____________________________________________________________
___________________________________________________________________
86
87
APPENDIX 3

(046) 8620-290/ (046) 4150-013 loc 221
www.cvsu.edu.ph
College of Economics, Management and Development Studies
REQUEST FOR ADVISER AND TECHNICAL CRITIC

Name of Student(s): Andanar, Gin Patrick A., Angue, Francis Aaron M., Andaya,
John
Cedric M., Castillo, Maryjoy M., Goyala, Clarrise Mae M, Taay, Andrei V.
Course : Bachelor of Science in Business Management Major :

Operations Management
CONFORME:
VERONICA LOPEZ JIMENEZ 03/03/2022

Adviser Signature Date
RONALD ARBOLEDA 03/03/2022
Technical Critic Signature Date
APPROVED:
BETSY ROSE S. FIDEL 03/29/2022

Thesis Coordinator Signature Date
MARIA CORAZON A. BUENA, PhD

Department Chairperson Signature Date
MARY GRACE A. ILAGAN
College Research Coordinator

Signature Date
TITA C. LOPEZ, PhD
Dean Signature Date
APPENDIX 4
88

(046) 8620-290/ (046) 4150-013 loc 221
www.cvsu.edu.ph
John
Course : Bachelor of Science in Business

Management Major : Operations Management
Title: EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN

BUSINESS OPERATION SYSTEM OF ONLINE SELLERS IN
SELECTED AREAS IN CAVITE
VERONICA LOPEZ JIMENEZ

03/03/2022
Adviser Signature Date
Technical Critic Signature Date
APPROVED:


College Research Coordinator

Signature Date
TITA C. LOPEZ, PhD
89
Dean Signature Date APPENDIX 5

(046) 8620-290/ (046) 4150-013 loc 221
www.cvsu.edu.ph
REQUEST FOR ORAL REVIEW

Proposal Manuscript
John
Course : Bachelor of Science in Business

Management Major : Operations Management
Title: EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN
BUSINESS OPERATION SYSTEM OF ONLINE SELLERS IN
SELECTED AREAS IN CAVITE
Date/Time of Oral Review: JUNE 16, 2022 5PM

ENDORSED BY:
VERONICA LOPEZ JIMENEZ 03/03/2022

Adviser Date
Technical Critic Signature Date APPROVED:



College Research Coordinator Signature Date
TITA C. LOPEZ, PhD

90
Dean Signature Date

Andanar Manuscript Revised

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Andanar Manuscript Revised

Uploaded by

Copyright:

Available Formats

EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN BUSINESS

OPERATION SYSTEM OF ONLINESELLERS IN SELECTED

GIN PATRICK A. ANDANAR

COLLEGE OF ECONOMICS, MANAGEMENT, AND DEVELOPMENT

Authors: GIN PATRICK A. ANDANAR MARY JOY M. CASTILLO

Title: EFFECTIVENESS OF ONLINE SELLING PLATFORMS IN BUSINESS

VERONICA L. JIMENEZ ______ RONAL ARBOLEDA _______

MARIA CORAZON A. BUENA, PhD ______ MARY GRACE A. ILAGAN _______

TITA C. LOPEZ, PhD _______

Gin Patrick A. Andanar was born on September 25, 1999 in Dasmariñas

Andanar and Grace Gin Gale A. Andanar.

In 2012, he finished his primary education in Dasmariñas Elementary school.

In 2016, he finished his secondary education at Langkaan II National

Highschool. He finally graduated his senior high school at Emilio Aguinaldo

College - Cavite with a strand of Science, Technology, Engineering and

He pursues his college education at Cavite State University - Indang, Cavite

with the degree of Bachelor of Science in Business Management Major in

currently resides in Paliparan 2, City of Dasmariñas, Cavite.

He finished her primary education at Mahonri Academy and Science High

ABM strand in 2019 with Honors.

He is currently enrolled at Cavite State University in Indang, with a degree

of Bachelor of Science in Business Management major in Operations

Francis Aaron M. Angue was born on October 2, 2000 in Naic, Cavite. He

Rose Anne M. Angue and Graciel Anne M. Angue.

In 2013, he finished his primary education at Maragondon Parochial

School. In 2017, he finished his secondary education at Bucal National High

strand of Science, Technology, Engineering and Mathematics in April 2019.

He pursues his college education at Cavite State University, Indang Cavite

with the degree of Bachelor of Science in Business Management major in

Castillo and Mr. Adrian M. Castillo.

In 2013, she finished her primary education at Payapa Elementary School.

with the academic strand of Science, Technology, Engineering and Mathematics

She pursues her college education at Cavite State University, Indang,

Cavite with the degree of Bachelor of Science in Business Management major in

MARY JOY M. CASTILLO

In 2011, she finished her primary education at Mataas na Lupa Elementary

School. In 2015, she finished her secondary education at Lumampong National

School Indang Annex.

She pursues her college education at Cavite State University, Indang,

Cavite with the degree of Bachelor of Science in Business Management major in

CLARRISE MAE M. GOYALA

Andrei V. Taay was born on October 2, 2000 in Sampaloc, Manila. He is

In 2012, he finished his primary education at The True Vine Dynamic

School. In 2016, he finished his secondary education at Nineveh Academy School.

with a strand of Science, Technology, Engineering and Mathematics in April 2018.

He pursues his college education at Cavite State University, Indang, Cavite

with the degree of Bachelor of Science in Business Management major in

The researchers would like to express their appreciation and sincerest

Veronica L. Jimenez, thesis adviser, for the constant encouragements,

constructive criticism that greatly improve the content of this study;

organizing the manuscript;

Dr. Maria Corazon A. Buena, chairperson of the Department of

Management, for her support and inspiration;

comments and suggestions regarding the manuscript's organization;

Dr. Tita C. Lopez, dean of the College of Economics, Management and

Development Studies, for her motivation and support;

individuals who have contributed significantly:

To Andanar family, by serving as an inspiration to pursue all his dreams and a

their heart step by step until the study ends.

Lastly, to his groupmates as part of this study, by having a good communication

GIN PATRICK A. ANDANAR

This would not be possible if they were not on his side.

making the research fun but meaningful.

VERONICA L. JIMENEZ RONAL ARBOLEDA _

MARIA CORAZON A. BUENA, PhD MARY GRACE A. ILAGAN _