JOURNAL OF UNDERGRADUATE RESEARCH IN

BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

Factors Influencing the Attitude of Filipino Consumers to Shop

Online amidst COVID-19 Pandemic

Creencia, Steffany Leigh L.

Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University – Manila

Cruz, Angelo C.
Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

Legaspi, Monique M.
Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

Paredes, Charles Daniel C.

Email: [email protected]
Institute of Accounts, Business and Finance
Far Eastern University - Manila

Cite:

This publication is licensed under a Creative Commons — Attribution-NonCommercial 4.0 International —

CC BY-NC 4.0

Website: https://wakelet.com/@BATamaraw252

Abstract

With the COVID-19 pandemic hitting the Philippines for the past two years, and as a result the e-
commerce expanded and became more significant, a research of online customer behavior is particularly
important. The goal of this research was to study the factors influencing the attitude of Filipino consumers to
shop online amidst COVID-19 pandemic. This study used a qualitative research approach, and the data was
collected through focus group discussion that consists of 15 students from Far Eastern University. The research
revealed that there are numerous factors that influence people to shop online, and e-commerce has different
advantages and disadvantages for Filipino consumers. The research also concluded that while there are issues
with online shopping, Filipino consumers to continue to utilize it as it provides them with a lot of advantages.

Keywords: COVID-19 pandemic; consumer attitude; e-commerce

1. Introduction

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Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

E-commerce is also known as electronic commerce, refers to any business transaction

activity conducted using the internet. The development of internet technology plays a vital
role and has an impact on global businesses. The popularity of e-commerce has rapidly
increased because of internet usage accessibility and relevant tools to deliver information
easily to users (Ahmad, Bashir, Farah, Muqarrab & Turi, 2018). Accessibility on the internet
has driven customers to purchase online. There are 627 million people globally who use
online shopping, making it the third most used activity on the internet (Udin & Sultan,
2011). The rapid increase shows the high number of internet users and the change in
consumer attitudes and behavior. Online shopping is described as a way of purchasing and
acquiring products and services. The trend of online shopping keeps increasing as businesses
use it as a sales channel to reach customers. Through innovation, it is easier and more
convenient for customers to shop online in various shops (Boerwinkel, 2016).

The coronavirus affects and has huge impacts on society's health, economy, travel, e-
commerce, and technology. Every country conducted and executed covid-19 protocols as
preventive measures, resulting in the closure of establishments and different physical
businesses. People's consumption patterns have changed substantially. The demand for
physical interaction services has decreased sharply, while online consumption and services
are continuously increasing (Watanabe & Omori, 2020). Moreover, the transition from
physical stores to an online store is one of the covid-19 effects. As a result of this, the number
of sellers is growing fast. Filipinos have increased their online shopping by 57 percent in the
first half of 2020 compared to the same period last year; thus, considered the biggest such
growth in Southeast Asia according to a report by One News.

Consumer behavior is the study of individuals and organizations and how they choose
and use goods and services, and it is primarily concerned with psychology, motives, and
behavior. Consumer behavior can be defined as the behavior of customers/consumers when
shopping. Consumer behavior crucially affects consumers to consume products and such
services from the sellers. According to DJ Team (2020), the sellers should know how
customers behave regarding the products that customers want to buy for the sellers to
effectively attract customers to shop. Understanding how customers purchase a business's
services and products will help the business grow to a larger business. So, it simply means
that consumer behavior helps sellers/business owners to decide the goods and services to
produce and sell to customers. Sellers will more quickly spot a need that has not yet been
met because they know what the customers want and how they go about purchasing those
goods.

Shopping has become a part of the normal Filipino's daily routine, as they explore for
new products to try. Such purchasing habits have been ingrained in their daily lives (Castillo,
2016). The Filipino consumer behavior is one of the most important and valuable today. To
satisfy them, their needs, wants, wishes, and desires must always be addressed and
understood. Filipinos are becoming more involved in social media and have been subjected

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Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

to multiple social interactions that occur in the cyber world. The E-Word of Mouth has the
potential to influence both purchasing intentions and post-purchase habits. More
specifically, the findings of one study indicate that only positive valence E-Word of Mouth
consumer purchases has a significant impact on consumer intentions to purchase products in
a social commerce environment. (Catedrilla, 2017)

The main purpose of the study is to determine and understand the factors that may
influence Filipino customers' attitudes to shop and purchasing online amidst COVID-19
Pandemic. The researchers will focus on how the consumers form attitudes and who are the
main online shoppers through models' help. After understanding the factors that might
influence the Filipino customers' attitude to shop online, the researchers will assess those
factors that will support and help business owners to know how they will satisfy their
consumers. The researchers seek to answer the following questions: (1) What are the factors
that influence Far Eastern University Students to shop online? (2). What are the advantages
and disadvantages of online shopping? (3) What are the problems of online shopping faced
by students?

2. Research Method

The study will employ qualitative research. It is a method for studying and analyzing
the significance of individuals or groups' situation on an issue regarding online shopping
amidst the pandemic (Creswell, 2014). Non-numerical data will be collected and analyzed
in qualitative research to better understand the concepts, opinions, or experiences of the
chosen participants in the study (Bhandari, 2020). It is used to gain a deeper grasp of a topic
or to generate new theories.

The research design for this study will be a case study. It is frequently utilized to
condense a large area of study as one or very few conveniently researched topics. A
qualitative case study is an exploratory method for evaluating an event in a specific setting
using a number of data resources and a range of perspectives to demonstrate various aspects
of the phenomenon. (Baxter & Jack, 2008). To be classified as a qualitative study, a case
study requires focus upon the relevance of events to the subjects instead of summarizing
results to other categories of individuals, as seems to be the case with other types of
qualitative research. Data can be obtained by a variety of approaches in case studies,
including questionnaires, interviewing, evaluations, written and oral reports by the study's
subjects.

The data collection method that will be used for the study is focus group discussion.
Focus group discussions are commonly utilized in the marketing field, but they are
increasingly gaining favor in other fields. This also entails holding a structured discussion
with a small group of people to learn about their perspectives and experiences on a certain
topic. It is particularly well adapted to getting multiple viewpoints on the same topic, which

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BUSINESS ADMINISTRATION
Preprint │Open access │Semi-annually │Course final output

Vol. 1 Issue No. 2 February – May 2022

aids in gaining insights into people's shared understanding of everyday life and the ways in
which individuals in a group environment are impacted by others (Baral, et. al., 2016).

The sampling method is convenience sampling since it is forming of focus groups

based on who is available that day (Brikci & Green, 2007). A focus group should have 8 to
15 participants, including a facilitator and a member, which is roughly the size of an
interactive seminar session (Kreuger, 2008). The research will have a total of 15 participants
in the third year Institute of Accountancy, Business and Finance students from Far Eastern
University as a sample size. Estimating sample size is the most crucial part of the
methodology and this requires establishing the feasibility of the study. There is no magic
formula for estimating sample size; nonetheless, when the researcher is dealing with
different types of features and variables in different study designs (Gaur, et., al. 2019). The
qualitative data will be analyzed using framework analysis resulting from the focus group
discussion. This method is extensively used in qualitative research, and it was developed by
specialist researchers who wished to influence social policy by investigating important
aspects of society.

3. Results and Discussion

The primary purpose of this study is to examine the Factors Influencing the Attitude
of Filipino Consumers to Shop Online amidst COVID-19 Pandemic. Specifically, the
researchers examined the factors that influence Far Eastern University students when
shopping online, the advantages and disadvantages of online shopping, and the problems of
online shopping faced by students. The participants presented diverse views, offering a wide
range of different presentations of their values related to the study.

Table 1. Presentation of data analysis for the research questions using codes and
corresponding descriptive themes.

Research Questions Codes and Themes

Theme: Main Determinants in Purchasing
Decisions among Far Eastern University Students
Codes:
1. What are the factors that • Convenience
influence Far Eastern • Safety
University Students to • Accessibility
shop online? • Pandemic
• Price and Discounts
Theme: Secondary Determinants in Purchasing
Decisions among Far Eastern University Students

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Vol. 1 Issue No. 2 February – May 2022

Codes:
• Advertisements
• Social Media
• Friends
• Trends

Theme: Far Eastern University Students' Online

Shopping Post-Purchase Evaluation in terms of its
Advantages
Codes:
• Convenience
• Discounts
• Open Twenty-four-seven
• No pressure
2. What are the advantages
• Wide Selection
and disadvantages of
online shopping?
Theme: Far Eastern University Students' Online
Shopping Post-Purchase Evaluation in terms of its
Disadvantages
Codes:
• Delivery or shipping delays
• Quality Check
• Impulsive and Compulsive purchasing
• Rude Riders
Theme: Major Common Issues with Online
Shopping among Far Eastern University Students
Codes:
• Getting scammed by the seller
• Counterfeited Items
3. What are the problems of
• Accuracy of Items
online shopping faced by
students?
Theme: Minor Concerns with Online Shopping
among Far Eastern University Students
Codes
• Unwanted Ads
• Waiting time of deliveries
• Unfriendly Seller

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Vol. 1 Issue No. 2 February – May 2022

The first research question resulted in a theme of Main Determinants in Purchasing

Decisions among Far Eastern University Students which consists of codes such as
convenience, safety, accessibility, pandemic, price and discounts. The result emphasized the
significance of the convenience and security that e-commerce provides, as these two
elements are the primary drivers of e-commerce growth in the Philippines. During the
COVID-19 pandemic, Far Eastern University students easily purchase services and
necessary requirements with just a few clicks on the internet, allowing them to avoid leaving
their homes and having physical interactions. As a result, the rise of e-commerce in the event
of a pandemic is a normal thing. Online shopping is available 24 hours a day, but traditional
establishments have limited hours of operation. Farhana (2017) stressed that accessibility
has been found as the most relevant element in consumer attitudes in numerous empirical
investigations. Consumers can easily find their needs due to the accessibility of the e-
commerce websites they are using. The first research question resulted in another theme of
Secondary Determinants in Purchasing Decisions among Far Eastern University Students,
which includes codes such as advertisements, social media, friends, and trends. Many
businesses opted to start promotional activities through social media platforms to promote
brands and improve sales by encouraging consumers to disseminate information and invite
online friends during the pandemic due to the surge in online purchasing (Sabanoglu, 2020).
Nonethless, the opinions offered in the group discussion by participants are comparable with
these numerous studies.

The second research question tackles Far Eastern University students’ perception
regarding the advantages and disadvantages in online shopping. It resulted to a first theme
of Far Eastern University Students' Online Shopping Post-Purchase Evaluation in terms of
advantages with codes such as convenience, discounts, open twenty-four-seven, no pressure,
and wide selection. These advantages of online shopping, especially now that we are in a
pandemic wherein it is important to avoid physical interaction, becomes more beneficial to
Filipino consumers. Customers do not actually need to go to a store if it is available online,
and they can just utilize their cellphones and computers or any gadget to shop online in the
convenience of their home (Kloppers, 2014). In a study of Wang (2011), some customers
prefer not to engage with salespeople face to face as they feel uncomfortable and pressured
when they are near them. Thus, customers who have had a terrible experience with a seller
prefer to shop online and make their purchases without the presence of the salesperson.
Moreover, second research question resulted to a theme of Far Eastern University Students'
Online Shopping Post-Purchase Evaluation in terms of its Disadvantages with codes such as
delivery or shipping delays, quality check, impulsive and compulsive purchasing, and rude
riders. It was found in the study of Veldhuizen (2021) the most prevalent downsides of online
shopping were shipment delays, fraud risk, quality assurance, and spending too much time
online. Majority of customers were dissatisfied when their orders took too long to arrive.
Some customers have reported being deceived by sellers since the product they ordered did
not match what was shown in the shop. Furthermore, consumers who spend too much time
online shopping engage in impulsive shopping, purchasing items that are unnecessary.

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Vol. 1 Issue No. 2 February – May 2022

The third question focuses on the inconvenience that students face when purchasing
items online. As a result, the first theme was generated to Major Common Issues with Online
Shopping among Far Eastern University Students with codes such as getting scammed by
the seller, Shipping Delays, Counterfeited Items, and Accuracy of Items. In addition, the
second theme resulted a theme of Minor Concerns with Online Shopping among Far Eastern
University Students with codes such as unwanted ads, waiting time of deliveries, and
unfriendly seller. Using the categories created, the researchers discovered that the problems
that students commonly face can influence their purchasing behavior. According to
Sivanesan (2007) most customers have a favorable attitude toward online shopping, but most
customers suffer because of unnecessary delays. Their attitude may be controllable because
of experiencing those problems, which may have an impact on the student's satisfaction.
According to Prabha (n.d) study on Consumers' Problems with Online Shopping, as online
shopping becomes more popular, sellers must ensure that they are meeting customers' needs
and desires, one of which is the convenience of ordering online. Because customers face a
slew of issues when buying products from an online store. The product's quality is typically
poor; however, to increase consumer satisfaction, online marketers have taken appropriate
steps to mitigate this issue.

4. Conclusion

People's consumption patterns have changed dramatically because of the fast spread
of novel coronaviruses. The demand for services that require physical interaction has
dropped dramatically, while online consumption of goods and services continues to increase.
Since Filipinos have been forced to stay at home due to coronavirus disease and lockdown
restrictions, the traditional way of shopping has changed, given the fact that shopping is
essential to the people as it is a way to buy goods that are necessary for their daily living.
Despite the pandemic, people continued to buy things, which is why online shopping has
grown in prominence and popularity.

The factors that influence Filipino consumers to shop online amidst the pandemic
include convenience, safety, accessibility, discounts, advertisement, social media, friends,
and trends Online shopping has its advantages and disadvantages. The benefits of online
shopping for Filipinos include the numerous discounts offered by e-commerce sites. There
are also many goods that may be simply browsed on the internet. Consumers in the
Philippines prefer to shop online since they are not pressured by salespeople and can shop
at their own pace. Furthermore, e-commerce sites are available 24 hours a day and customers
can purchase products at any time. On the other hand, consumers are more likely to face
delivery delays and impolite delivery riders. Furthermore, buying online causes individuals
to make impulsive and compulsive purchases, resulting in them purchasing a product without
first assessing its quality. Even while shopping makes individuals pleased, they cannot deny
that internet purchasing has its drawbacks. The challenges that Filipino consumers
experience while shopping online include being deceived by the seller and receiving

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Vol. 1 Issue No. 2 February – May 2022

counterfeited or incorrect products. They also had troubles with how sellers interacted with
them.

Overall, despite the research’s significant findings, this study has some limitations
and provides room for further research. The findings are based on the opinions of Filipino
customers who were interviewed over time. Consumer's attitude and interests tend to shift
in a fast-changing environment. Future study should focus on the specific issues that Filipino
consumers confront when purchasing online to develop a solution for online stores to meet
the needs of consumer as well as exceed their expectations.

5. Acknowledgement

Sincere appreciation and ineffable gratitude are extended to the individuals listed
below for their assistance and support throughout making this paper possible in one way or
another.

The participation and level of commitment of many people, as well as our beloved
Institute of Accounts, Business and Finance, were essential to the accomplishment of this
research paper. Their contributions are very valued, and the researchers are glad that these
individuals participated in this paper.

The researchers would like to thank and express their admiration to the participants
who played a vital role in making this research paper as they have contributed a lot of related
data and information’s about the research paper.

To Ms. Karoline Palparan, feasibility adviser, for the genuine support, time, effort,
and all the vital suggestions and recommendations that completely guided the researchers
throughout the study, also for the important constructive evaluation that gave this business
plan focus and directions.

To the researchers’ parents who supported them in a variety of ways, for providing
deep consideration for the finances and underlying support all throughout the making of the
research paper. As well as for their words of encouragement during all the days and nights
that the researchers spent working on this research project.

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