I Shop, E-shop
I Shop, E-shop: A Study on the Perception and Uses of Online Shopping for Filipino Online Shoppers
ABSTRACT
This study describes online Filipino shoppers in terms of their in-store and online shopping habits and online shopping beliefs. The survey method was used to determine relationships between outcome expectation, normative influences, security, online shopping experience and self-efficacy. Two shopping websites were analyzed to describe the shoppers’ actual shopping environment. The study also compared the shoppers’ in-store and online shopping habits.
Out of all the factors, self-efficacy has the most influence on online shopping habits and beliefs. In terms of normative influence, less intimate sources such as friends, colleagues, online websites, and fellow online shoppers are the most influential referents on purchasing decisions. The study also found that Filipino shoppers are likely to recommend the activity to their peers.
Convenience is cited as the major advantage of online shopping. On the other hand, the inability to inspect the product before purchase is considered the main disadvantage. Cybercrimes are also identified as some of the shoppers’ primary concerns.
Finally, online shoppers make significantly different purchases from online stores than traditional stores, indicating that the shoppers’ chosen mode of purchase has an influence on their shopping activity.
Mateo, F.P. (2011). I Shop, E-shop: A Study on the Perception and Uses of Online Shopping for Filipino Online Shoppers. Unpublished Undergraduate Thesis, College of Mass Communication, University of the Philippines-Diliman.