Online Shopping For Printing PDF
Online Shopping For Printing PDF
MODEL APPROACH
Research
Quezon City
In Partial Fulfillment
Practical Research I
Research Adviser
Researchers
Decoy, Beverly
MARCH 2018
Introduction
Online shopping began when Michael Aldrich „invented‟ it. Using videotex, a two way
Electronic commerce, also known as e-commerce, is activities that relate to the buying and
selling of goods over the internet (Webster 1993). This field of e-commerce has a steady
The Electronic Commerce Act (ECA) or Republic Act No. 8792 was signed into law on
14 June 2000 by President Joseph Ejercito Estrada. The law gave legal recognition to
information. It provided penalties for access of data without consent, piracy, hacking, and
other violation. Provisions on DTI‟s authority, under Section 29 of R.A. 8792, gave the DTI
the authority to direct and supervise the promotion and development of e-commerce in the
country with relevant government agencies. This field of commerce has a steady fast pace
Lazada is a major ecommerce presence not just in the Philippines, but across
Southeast Asia. Backed by German startup machine Rocket Internet, the site offers a wide
range of items, including fashion apparel, electronics, car accessories, and home
appliances. Lazada has agreed to allow retail giant SM Investments, the company of the
Philippines‟ richest man Henry Sy, to use the store to sell its merchandise. Lazada also
operates in Indonesia, Singapore, Malaysia, Vietnam, and Thailand, and has raised a
There are different types of e commerce which are known as the following: Business to
Consumer (B2C), Business to Business (B2B), Consumer to Consumer (C2C), Peer to Peer
(P2P), and Mobile Commerce. B2C is where the business sells goods or services directly to
the final costumer without going through any middleman. In B2B, both buyer and seller are
business while consumers conduct transactions with other consumer without any kind of
involvement from business in C2C. P2P is used by people who share computer content like
files and software with each other like the online torrent website, kat.cr. Meanwhile, mobile
This activity works when a customer orders products or services online and validates it
using online payment. Then, the e-merchant also validates it and transfers the order files to
the logistic platform. The logistic platform receives and processes the orders transferred by
the e-merchant. The logistics crew prepares the orders to be delivered to the costumer
(www.ca-logistics.com).
A customer has three different payment methods known as card payment, alternatives
payment, and digital wallets. Using the card less payment the shopper purchases goods or
services using their credit or debit credit online. Second, alternative payments method
simply do not rely on cards (e.g. online bank transfers, checks, direct debits, invoices mobile
carrier billings, offline cash payments (cash on delivery and cryptocurrencies)) Third, digital
wallets allow shoppers to associate their credit cards or other alternative payment methods
to a virtual wallet (ex. PayPal). Consumers can they pay using stored money in their wallet
This research aims to define Filipino consumers‟ buying behavior on online shopping
using the Unified Theory of Acceptance and Use of Technology (UTAUT), as well as the
Lazy User Model (LUM) of Solution Selection. The focus of this paper is to identify what
affects the buyers‟ decision making in both technology usage and in user selection.
Online shopping has thus far tended to be a niche business - highly successful in
selling digital products such as shares, software and, increasingly, music and films, it has
been less successful in persuading the purchasers of "traditional" goods such as cars,
clothes, toiletries, or household appliances to forsake their physical retailers and move into
goods or services over the Internet. This type of shopping is a continuous and growing trend
globally. By means of the term “globally”, the Philippines had no escape with it. Websites
like Lazada, Zalora, OLX, Shop This Easy, Ayos Dito, Widget City, Keekay.ph and
Recent statistics from Statista stated that the revenue of the Philippine‟s e-commerce
market amounted to US$ 1,237 M (Php 62,346,500) last year. The market penetration
reached 32.2 percent. An estimated total of 33.81 M users are recorded. Meanwhile,
electronics and media serve as the largest segment with a market volume of US$543 M
(Php 27,367,900,000).
This year, estimated revenue of the country‟s e-commerce will strike to US$ 1,491 M
(Php 75,148,500) with the same largest segment as last year. The number of users is
predicted to continuously grow with 53.8 M users with market penetration of 46.95% and
factors why people resort to online shopping than the traditional one. People relied on the
internet on a daily basis may it be on social media platforms or the gadget application. Many
studies were produced during the past years, some of which are pertaining to information
systems usage behavior (i.e. theory of reasoned action, technology acceptance model,
theory of planned behavior, and social cognitive theory). But not only the information
systems and technology itself should be given focus but the user himself.
This study aims to find answers on how online shopping affect people's behavior in
terms of buying. Does he/she tend to be more sensitive when it comes to checking the
quality of products? What are the key factors that motivate consumers to buy online? How
does he/she build his/her trust with the online seller? Why people prefer buying online?
Despite of dangers in online shopping, why do most people nowadays choose online
shopping over the traditional way? How does an online shopper choose where to buy
online? What are the advantages of online shopping to shoppers? In what ways does
technology contributes to online shopping? How does it help in making online shopping
Theoretical Framework
For its framework, this study uses Unified Theory of Acceptance and Use of
Technology (UTAUT), which identifies four direct determinants and four key moderators that
influence behavioral intention to use a technology. The following determinants are namely:
performance expectancy, effort expectancy, and social influence while the four key
moderators are known as age, gender, experience and voluntariness (Venkatesh, Morris,
that using the system will help him or her to attain gains in job performance. The influence
such that the effect will be stronger for men and particularly for younger men (Venkatesh,
This determinant tells that people are more likely to use and accept technology as he
Effort expectancy is defined as the degree of ease associated with the use of the
gender, age, and experience, such that the effect will be stronger for women, particularly
younger women, and particularly at early stages of experience (Venkatesh, Morris, Davis, &
Davis, 2003, p. 450). It implies that people will have the intention to adopt the technology
due to the idea of having to require less effort and to encounter less difficulty.
important others believe he or she should use the new system. The influence of social
experience, such that the effect will be stronger for women, particularly older women,
Davis, & Davis, 2003, pp. 451-453). Since women are likely to treat others‟ opinion as
important, it was theorized that they are more affected by social influence.
Facilitating conditions are defined as the degree to which an individual believes that
an organizational and technical infrastructure exists to support use of the system. The
influence of facilitating conditions on usage will be moderated by age and experience, such
that the effect will be stronger for older workers, particularly with increasing experience
The three determinants of the intention to use a new information technology are
facilitating conditions, is a direct determinant of the actual use, but cannot be used to predict
The model is an effort to consolidate and unify eight earlier models on technology
model, theory of planned behavior, a model combining the technology acceptance model
and the theory of planned behavior, model of personal computer utilization, innovation
diffusion theory, and social cognitive theory) (Tétard & Collan, 2009).
Aside from UTAUT, this study also make use of the Lazy User Model (LUM) of User
Selection which states that a user has a set of possible solutions to use in fulfilling his needs
(also known as user needs). The user‟s distinguished possible solutions are limited due to
his circumstances (user state). LUM enables the user to make a choice of solution that
The effort mentioned in this model may be pertaining to energy, money and time
wasted in a possible solution. Each individual may also have different levels of effort on the
For example, a worker plans to buy Christmas gifts for his family (user need) but he
does not have enough time since his schedule is occupied by work (user state). He has
three set of possible solutions. First, he may go with his free time or day-off. Second, he
may ask other people to buy the gifts for him. Third, he can purchase the gifts online.
Before choosing the best solution, we should analyze the given possible answers.
The worker may go with his day-off but it will be a disadvantage for him. The time to be
spent on traffic and waiting on lines are definitely longer since there is a Christmas rush.
Another possible solution is to ask others in buying the gifts. There is a chance that what the
other person buys is not what the worker wanted or what he thinks is suited to the receiver
of the gift.
In this case, the last possible solution is to purchase online. The worker does not
need to go out to beat the Christmas rush traffic and the long lines at shopping malls. He
also does not need to ask others because purchasing online lets him choose the goods
himself. He will be able to check what he wanted to buy as a gift with the least effort and is
technological aspect using UTAUT while consider the consumers (user) in LUM. Both
theories focuses on different things but this research intends to point out their direct
connection by investigating each theory thoroughly with regards to Filipino online shoppers.
and facilitating conditions) and key factors (gender, age, experience, voluntariness of use)
which was stated on UTAUT help determine the best solution out of the set of possible
solutions defined by the user need and is limited by the user state mentioned on LUM. This
proposed theory states that a person will use and accept technology if it helps him choose
In the prior example, it is also possible to say that the worker‟s set of possible
solutions was filtered with the criteria that either: a) It will not harm his performance in his job
and maybe help him perform better; b) It will take him less time and effort to avoid conflict
with his work; or c) It is a solution that was influenced by other people‟s opinion; and d)
This study is conducted primarily for the purpose of identifying the consumers'
behavior towards online shopping and how it affects them. It seeks to know the key factors
that motivate consumers to buy online. The main source of data was through an interview
with 15 respondents. This study is limited only on the online consumers, ages 16-43 years
old that have experienced and tried shopping online. The location of who the interviewers
had interviewed is not exceeded in the borders of Luzon. The interviews were conducted
within three days and the information for the related literatures and studies were three
months. The limitations of this study are the interviewee have limited responses and did not
The study defines the consumer's buying behavior on online shopping. The study
talks about, what are reasons why people preferred to buy online rather than buying in
traditional way.
and public relations decisions. Studies focusing on consumer behaviors yield important
information and insight into what consumers are thinking. With these insights, marketing and
public relations firms may enhance their particular marketing campaigns to successfully
connect with consumers. This study will not only help to understand the past but even
The significance of this study is for the online marketers who are obligated in terms of
online buying and online consumers. Marketers should know the services that they can offer
to meet the satisfaction of a buyer. Marketers also should know what are the factors or the
This study aims for the benefit of entrepreneurs who are planning to start online
business. It will be very beneficial for online marketers to use this study in order for them to
have better knowledge regarding the behavior of their potential customers. By means of
knowing the factors that affecting the consumer's buying behavior towards online shopping,
the online sellers may come up with the idea of improving their services, in order to have lots
of customers.
The findings of this study will be a great benefit to the online retailers considering that
its population is increasing as the online shopper increases. As this study aims to discover
the consumers' attitude and behavior towards online shopping, retailers would have
knowledge on what to improve regarding their service and products. Furthermore, this study
would be very beneficial to the researchers as this study would provide them information
This study will help online shoppers to know if they really need to buy products
online, if they really have no time to buy products in traditional way. This study will open
each and everyone‟s mind to know the true reasons behind the growing population of online
shoppers.
towards online shopping and how does the impact of using technology affects their
standards with regards in choosing what medium of acquiring goods and services they will
prefer to use. Having the Unified Theory of Acceptance and Use of Technology (UTAUT)
and the Lazy User Model (LUM) of Solution Selection, as reference, the focus of this paper
Due to the immense growing population of online shoppers in the Philippines, this
study aims to determine the influence and contribution of technology to consumers‟ buying
behavior in terms of online shopping. For example, how much does traffic jam contributes as
to why Filipinos likes to shop online nowadays. We want to discover why Filipinos prefer to
shop online than do traditional shopping knowing that there are danger they might encounter
Aside from identifying the key factors affecting Filipinos‟ buying behavior, this study
also aims to find and analyze the connection between the models of UTAUT and LUM in
order to create an idea which focuses on the user‟s perception in online shopping by means
of using technology.
The outcome of this study may help in providing better knowledge on how the wider
shopping. Using this study, a reader will be able to comprehend why online shoppers take
risks in acquiring goods and services through using the Internet despite of its negative
feedbacks. Lastly, through reading this research, the reader especially those who doesn‟t
have proper knowledge about e-commerce, will be able to clearly understand the concept of
online shopping and why does it seem so beneficial or convenient to its customers.
region take to online shopping because of the variety of goods and services available,
competitive pricing and improved delivery options make the whole process much easier.
Mobile devices such as smartphones have also brought online shopping to the palm of our
hands (Tomlinson, 2015). Convenience garnered 52 percent as the top reason why Filipinos
love to shop online. Other reasons are door-to-door delivery, affordability, and accessibility.
available in the market, ensure robust growth and steady development of local e-commerce
The Philippines‟ e-commerce industry has about 10 million customers every day. E-
commerce makes Filipinos more efficient, so they cannot lose time to traffic, they can work
more and generate more income for the country (Balci, 2017). He cited that heavy traffic is
Even though not a large number of Filipinos are active cardholders, it does not
hinder the growth of the e-commerce industry in the country. Most people prefer to shop
with their gadgets mostly of which are smartphones and others to be desktops and laptops.
Due to this preference, it was predicted that soon a rise of the m-commerce (mobile
MasterCard produces Online Shopping Survey annually. During the 2012 study, it
was found that local deals and promo websites took over the country‟s e-commerce caused
by cautiousness. Security topped the list of concerns from respondents. It was then followed
by speed of transaction.
According to the 2014 study, more individuals rely on mobile phones in purchasing
products online as it enable them to do it on the go. Ease (73.3 percent) and convenience
(71.9 percent) are cited the most out of the reasons why Filipinos are satisfied to shop
online.
consumers and establishing consumer databases for conducting online research. Online
the products and services consumer want, need, just as traditional marketing does (Peter, J.
The Philippines is a thriving market for investors as the country's economic situation is
growing: the majority of the population was young workers, fervent internet users. Inspired
by this vibrant market the Filipino e-commerce scene is bubbling as more young
entrepreneurs are launching their businesses. Most of these companies are specialized in
financial technology, new technologies, health care, social development, real estate,
tourism, education, services, or on device services. Front runners stand-out of this scene
such as Zip match (real estate), Pouch (technology), Lenddo (financial technology),
Experts.
78% of e-commerce sales are made in products and services. In those 78%, the
majority of sales are leisure related (52% for travel and airlines, 18% for entertainment).
Only 3% are spent for food which is really low considering that foods is the largest section of
Filipino families‟ expenditures. This shows that online food e-commerce isn't yet a very
(DigitalMarketingPhilippines.com).
The figure below shows the strength, weakness, opportunity, and threats of the
online market in the Philippines. One of the strengths included is the high internet and
mobile penetration. In this country where there is an estimated 101.1 million people, 44.2
million are active users (44%), 42 million are active social media users (42%), 114.6 million
has mobile connection (113%) and 36 million are active mobile social users (36%). (We Are
Social, DigitalMarketingPhilippines.com)
Internet is changing the way consumers shop for goods and services and has
rapidly evolved into a global event. Rowley Jennifer, (1998) examined that internet is
becoming a hotbed of advertising, shopping and commercial activity. Buying online has
become the third most popular internet activity following the e-mail usage and web
browsing. This can be considered as an exchange of time, effort, and money for receiving
products or services. It is the process whereby SMEs directly buy goods or services from a
"Today's consumer no longer goes shopping, but is shopping, all the time and
local shops during regular business hours. Consumers can easily buy from retailers and
manufacturers located anywhere in the world-or from those with no physical retail locations
Because of the internet, becoming the center of hot issues, Hsieh et al., (2013)
stated that internet is influencing people‟s daily life more so as compared to past. People‟s
daily activities have gradually shifted from physical conditions to virtual environment. The
shopping and payment surroundings have also changed from physical store into online
stores. And online shopping got out of the box and it is taking all over worldwide. Jush and
Ling, (2012) defined online shopping as the process a customer takes to purchase a service
or product over the internet . A consumer may at his or her leisure buy from the comfort of
Because of the fast pace of online shopping the incredible advances of information
buyers are purchasing all kinds of products and services electronically. Such cyber
purchasing gives SMEs access to new suppliers, lowers purchasing costs, and hastens
order processing and delivery (Armstrong and Kotler, 2004). Merchants need to understand
the needs, interests and expectations of their potential customers. That means knowing not
only what they want to buy, but how and where they prefer to purchase. And most
importantly, be responsive to their biggest concerns: price, selection, shipping and security.
(Zegras, 2015) Merchants can also undergo change and going with the flow of this change
Consumers have started gathering a great deal of product information online, and
to date, the most studied online behavior among TV viewers has been searching for
advertised brands and products using search engines (e.g., Joo et al. 2014). Because of
these, it is obvious that the consumers who buy online have a behavior of what and why
they shop online. The attitude and behavior of SMEs‟ towards online buying are two main
factors that affect e-buying potential. Based on several studies, the major reasons for buying
online seem to include convenience, flexibility of opening hours, and saving money.
Subsequently, firms buy online because they can get detailed product information, delivery,
convenience, product quality and lower prices (Durmuş, Y., et.al. 2011).
Weiber and Kollmann, (1998) investigated that online technologies provide many
order to enjoy all the benefits of buying online, it requires careful management to address
the legal, security and privacy issues (Awoyelu, I.O and Awoyelu, F. 2010).
The firms‟ attitude and behavior towards buying online are known as the main
factors that affect e-buying potential. Attitudinal issues play a significant role in online buying
adoption. Their buying choices are influenced by four major psychological factors such as
motivation, perception, learning and beliefs and attitude. Attitudes serve as the bridge
between firms‟ characteristics and their business goals and objectives. This means that,
through motivation and perception, attitudes are formed and they make decisions. Business
buyers usually face more complex buying decisions because their purchases often involve
large sums of money, complex technical and economic considerations, and interactions
Online shopping has been shown to provide more satisfaction to modern consumers
seeking convenience and speed ((Yu and Wu, 2007)). According to Li and Zhang‟s (2002)
taxonomy that developed based on their analysis, there are ten impacts of relevant factors
on online consumer behaviors. These ten factors could be categorized into five independent
vendor/service/product characteristics, and web site quality) and five dependent variables
(attitude toward online shopping, intention to shop online, decision making, online
purchasing, and consumer satisfaction). The five independent variables are identified as
are sometimes affected by social influence that they usually gather from reading the
comments or reviews of other previous buyers. Consumers tend to vote for reviews with
high varied uncertainty, while they continue to prefer to purchase product with less product
uncertainty from reviews ( Nan et. al, 2017). Reading product reviews has a big effect in
building the online shopper's trust regarding the products that they like to purchase. Such
factors may have negative influence on consumer decision to shop online. Security
perceptions are defined as “the subjective probability” with which consumers believe that
their private information will not be viewed, stored and manipulated during transit and
(Pavlou, 2001).
On the other hand, some consumers still feel uncomfortable to buy online.
There are still people who prefer to purchase products in the traditional way. Perceived risk
is identified by the discomfort from consumer through the impersonal interaction and
intangible effects that come from operating online (Chen and Mort, 2007; Pavlou, 2003;
Pavlou & Gefen, 2004;Warkentin et al., 2002). Lack of trust, for instance, seems to be the
major reason that impedes consumers to buy online. Also, consumers may have a need to
exam and feel the products and to meet friends and get some more comments about the
Most people still choose the traditional way of shopping because they are not
used to shopping online and not comfortable with how online shopping works. These are
just few of the reasons of slow e-commerce production, and it is because of culture.
Shopping malls has been a part of the culture of Southeast Asians. It is a hindrance to slow
E-commerce acceptance. Because most people would rather see the goods first before
buying to ensure that these products fit their own respective tastes and preferences such as
color and texture (Edralin Lim, 2014). However, E-commerce continues to be a promising
opportunity, and is only starting to boom (Fredrikson, 2013; Si, 2013; Fleenor and Raven,
2002). With the emergence of the internet, Internet-based electronic commerce developed
and this environment provide individuals to reach information about products and services
Internet is changing the way consumers shop for goods and services and has
rapidly evolved into a global event. Internet becomes the center of hot issues, stated that
internet is influencing people‟s daily life more so as compared to past. And because of this,
business-to-business transaction has changed. Online shopping has become new normal
habit in South East Asia. Shopping online has become the third most popular internet
activity following the e-mail usage and web browsing. Most people prefer to shop online
using their gadgets mostly of which are smartphones and others to be desktops and laptops.
Because of this, it was predicted that soon a rise of the m-commerce (mobile commerce) will
be observed.
Convenience is the major factor that motivates the consumers to shop online. The
other reasons why they shop through online is because of its affordability and accessibility.
The firms‟ attitude and behavior towards buying online are known as the main factors that
Because of the fast pace of technology, at the same time it goes with the rising
A. Research Design
shopping. The researchers utilize descriptive research design since its main purpose is to
find the consumers buying behavior of online shoppers in different ages of various online
shops and what are the key factors that motivate them to shop online.
wherein the selected respondents are those who can only satisfy the given qualifications in
answering all the problems that was specially created for online shoppers. The researchers
questionnaire which is based on the purpose and statement of the problem of this research.
The questions that the researchers provided are about the respondent's opinions and
C. Sources of data
Aside from using a primary source of data which is conducting an interview, this study
also uses some secondary sources of data such as internet and books. The researchers
gathered information through legitimate online journal websites and a few available books
D. Instrumentation
device. This instrument was used to show the key factors which motivate a consumer to buy
online.
KEY FACTORS
ONLINE REASON AS TO
THAT
NAME AGE SHOPS YOU HOW YOU START
MOTIVATE YOU
VISIT TO SHOP ONLINE
TO BUY
Low Price, Good
Julia Nikki Lazada,
16 Influence of family Quality,
Refamonte Zalora
Convenience
Dianne Quality and
16 Lazada Influence of friends
Guerrero Quantity
Ana Marie Rey 17 Shopee Influence of friends Convenience
Ma. Rosalinda To look for a Cash on delivery,
17 Lazada
Rogacion present Urgent need
Influence of
Anghelica Elizabeth
17 Influence of friends friends, sale
Eunice Moya accessories
promotions
Shopee, TC
Sunnies, Salt Friend Price, Feedbacks
Darenth Beran 17
and Light recommendations or reviews
Clothing
Advertisements,
John Robert Lazada and Availability of
17 Friend
Arevalo other deals product
recommendations
Mharjie
17 Lazada Sale promotions Hassle free
Caraveo
Lazada, Convenience,
Janine Cruz 23 Advertisement
Beauty MNL Cash on delivery
Sale promotions,
Regine Juan 25 Shopee Influence of friends
cheaper price
Convenience,
Lazada,
Maria Ceistine By visiting the More choice,
32 Carousel,
Indoy Legaspi website Effortless,
Groupon
Cheaper Price
Lazada, Cheaper price
Gladdy Celorico 36 Advertisements
Shopee compare to malls
Discounts,
Maria Sharon O-shopping,
37 TV Advertisements Hassle-free
Apostol Lazada
delivery
Zenaida Lazada, Price, Hassle
38 TV Advertisements
Sanmillan Metrodeal free
Pablo Jr Delos 43 Lazada, Cheaper prices Price
Reyes souq.com,
Eastbay
CHAPTER IV: RESULTS AND DISCUSSIONS
Results from the questionnaires handed to 15 respondents showed that Lazada is
the most visited online shop by Filipinos ages 16-43. Out of all the respondents, 6 answered
influence of family as a reason on how they start to shop online. Four of them answered that
it was due to advertisements while the remaining people stated sale promotions and
cheaper prices.
Respondents whose ages range from 16-25 stated convenience, low price or sale
promotions, good quality, influence of friends, feedbacks and reviews, cash on delivery,
urgent need and availability of products as their motivations in buying online. The most
common motivations out of those stated above are convenience and price.
Meanwhile, respondents whose ages range from 32-43 has convenience, price, sale
promotions (discounts), and more choices that motivates them to shop online. Compared to
the results from the other respondents (ages 16-25), there is no difference with the common
and sale promotions are perceived to have an impact to an online consumer‟s behavior.
We, researchers, proved that social influence, as well as advertisements, plays a big role in
honing the buying decision of a person. In terms of our study, this influence paved the way
for a number of respondents to shop online rather than the traditional way.
Summary of findings
7 out of 15 or 46.67% of the respondent ages 16-43 years old says that they build
their trust to the online shops/sellers when there are positive feedbacks or reviews of the
and services that they needed and most of them started online shopping due to the
respondent convenience, cheaper price, more options of products, hassle free, and sale
promotions are the main factors why they prefer to buy online.
Conclusions
The study successfully accomplished to find the answers on how online shopping
affects people's behavior in terms of buying. Based from all the gathered information, it is
concluded that people's frequent usage of online shopping leads to the changes of its
standards in terms of acquiring goods and services that they needed. Consumers tend to be
wiser as they try to look first all the possible opportunity cost that they may encounter if they
shopped in a traditional way, such as time, effort, and productivity. The behavior of online
shoppers when it comes to building trust with the shop or seller is based on what they see
on the reviews. Even though there are issues about defects or failed products from online
shops, most shoppers prefer to buy online because of convenience, the key factor that has
the biggest impact to the consumers and next is the cheaper price compare to physical
stores. The advantages of online shopping to online shoppers are the time consumed in
shopping online is less than the time the shoppers shop in tradition. It is stated in the
interviews that online shopping is favorable to them because of the sale promotions and
cheaper prices than the original, it is said to be hassle free because of the Cash on Delivery
(COD) payment mode and the product or service will be delivered to the customer. Today‟s
technology contributes to online shopping in a way that technology is the medium of online
shopping from consumer to buyer. Technology is a choice for the most of the shoppers
because it offers convenience in time and offers the desired place of the buyers.
Technology‟s fast pace and fast spreading throughout worldwide it helps online shopping
more popular. People are also encouraged to shop online because of the advertisement
popping in every side of the web. Technology helps online shopping more popular because
Recommendation
The researchers recommend this study especially to the future researchers who
want to study more about the consumers' buying behavior on online shopping. The future
researchers can improve this study by gathering present information that can be used to
make new and more informative research about the said topic. Having a wider and more
informative research will help the readers gain deeper knowledge about online shopping and
to become open-minded when it comes to this topic. The researchers can discuss
supplementary factors affect the consumer‟s behavior for them to shop online. It would also
be better if they would hear the side of the online marketers regarding this topic for them to
Researchers can also indicate to their future study, the latest situations that happen
to the online shopping industry or even to those consumers who shop online. The
researchers also recommend this study to all entrepreneurs who are planning to start online
business to read this study for further information about the consumers' behavior to be able
for them to know the services or products they can offer to meet the satisfaction of
customer. Because of this, their business may be the number one in the market in the near
future. The researcher also recommends to them to do some deeper research about online
shopping in order for them to know and learn more about this topic, since the researchers
only cover about consumer‟s behavior towards online shopping. Entrepreneur should know
the circuitous system of online shopping to familiarize on it. Therefore, they can handle their
The researchers would also recommend this study to the online shoppers as it
would make them more knowledgeable and have an edge to those online shoppers who
only have little knowledge about this topic. Having this study would be a great advantage to
them for it would help them to know the things they should consider when buying products
online. Also, to help prevent themselves by the risks and dangers that it might bring to them
knowing that diving in online shopping can be dangerous at some point. By having the
people read this study, the researchers are expecting a more open-minded and
knowledgeable shoppers so that online shopping industry would develop faster in the future.
DEFINITION OF TERMS
Cryptocurrency
a digital currency in which encryption techniques are used to regulate the generation
of units of currency and verify the transfer of funds, operating independently of a
central bank.
Demographics
statistical data relating to the population and particular groups within it.
E-commerce
E-commerce (electronic commerce or EC) is the buying and selling of goods and
services over the internet.
Effort expectancy
is defined as the degree of ease associated with the use of the system.
E- merchant
group of people who work on and operate complex operation involving many people,
facilities, or supplies.
Logistic platform
defined area within which all activities relating to transport, logistics and the
distribution of goods, both for national and international transit, are carried out by
various operators. It is run by a single body, either public or private.
M-commerce
M-commerce (mobile commerce) is the buying and selling of goods and services
through wireless handheld devices such as cellular telephone and personal digital
assistants (PDAs).
Performance expectancy
defined as the degree to which an individual believes that using the system will help
him or her to attain gains in job performance.
Taxonomy
REFERENCES
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Motivator for Online Shopping. Deakin University School of Information Systems
Working Paper No. 2003/24.
Tallud, F. F. (2004). Online Buying Behaviour of SMEs . Journal of Global Business Vol. 3
No. 1, 19.
Tétard, F., & Collan, M. (2009). Lazy User Theory: A Dynamic Model to Understand User
Selection of Products and Services. 42nd Hawaii International Conference on
System Sciences, (pp. 1-9).
Tomlinson, S. (2015, December 20). Study: Rise in online shopping in PH driven by mobile
devices. (N. Philippines, Interviewer)
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of
Information Technology: Toward a Unified View. MIS Quarterly, Vol. 27, No. 3, 425-
478.
Vermaut, G. (2016-2017). PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY AND
SOCIAL INFLUENCE AS FACTORS PREDICTING THE ACCEPTANCE OF (NON-)
FLUOROSCOPY-GUIDED POSITIONING FOR RADIOGRAPHS, AND THE
RELATIONSHIP WITH LEADERSHIP.