HomeBusiness Research Journalvol. 7 no. 1 (2021)

Determinants of Consumer Behavior during COVID-19 as Factors Affecting the Development of E-Commerce in the Philippines after the Pandemic

Jemimah Ann M. Masangkay | Sheila Marie D. Yor

 

Abstract:

This study is entitled “Determinants of Consumer Behavior During COVID-19: Factors Affecting the Development of E-commerce in the Philippines After the Pandemic”. A total of 331 respondents aged 18 to 55 participated in the study. As a result, Domain Specific Innovativeness (r = .394, p = 0.000), Attitudes (r = .218, p = 0.000), Subjective Norms (r =4.73, p = 0.000), and Perceived Behavioral Control (r = 0.019 p = 0.737) are proven to be determinants of consumer behavior during COVID-19 pandemic.



References:

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Akbar, S., & James, P. T. (n.d.). Consumers’ attitude towards online shopping: Factors influencing employees of crazy domains to shop online. Journal of Management and Marketing Research. http://www.aabri.com/manuscripts/131640.pdf
  3. Al-Salamin, H., & Al-Hassan, E. (2016). The impact of pricing on consumer buying behavior in Saudi Arabia: Al-Hassa case study. European Journal of Business and Management, 8(12), 62–73. https://www.iiste.org/Journals/index.php/EJBM/article/view/29797/0
  4. Amaro, S., & Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64–79. https://doi.org/10.1016/j.tourman.2014.06.006
  5. Andrienko, O. (2020). Ecommerce & consumer trends during coronavirus. Semrush Blog. https://www.semrush.com/blog/ecommercecovid-19/
  6. Araujo, C. F., Ladeira, W. J., de Santini, F. O., & Sampaio, C. H. (2016). Domain-specific innovativeness: A meta-analysis in business and consumer. Revista De Administração E Inovação, 13(2), 99–106. https://doi.org/10.1016/J.RAI.2016.03.003
  7. Asia Development Bank. (2020). Philippine GDP growth to slide in 2020 due to COVID-19, strong rebound seen in 2021. https://www.adb.org/news/philippine-gdp-growth-slide-2020-due-covid-19-strong-rebound-seen-2021-adb
  8. Bhatt, A. (2014). Consumer attitude towards online shopping in selected regions of Gujarat. Journal of Marketing Management, 2(2), 29–56. https://dx.doi.org/10.2139/ssrn.3451860
  9. Castillo, F. (2018). Consumer behavior: The unique Filipino way. International Journal of Business Management and Technology, 2(2). https://www.theijbmt.com/archive/0920/844974745.pdf
  10. Chao, C. W., Reid, M., & Mavondo, F. T. (2012). Consumer innovativeness influences really new product adoption. Australasian Marketing Journal, 20(3), 211–217. https://doi.org/10.1016/j.ausmj.2012.02.001
  11. Chew, S. S., & Leng, H. K. (2016). The role of social influence in purchasing sports apparel. Athens Journal of Sports, 3(4), 275–284. https://www.athensjournals.gr/sports/2016-3-4-4-Chew.pdf
  12. Connected commerce: Connectivity is enabling lifestyle evolution. (2018, November). Nielsen. https://www.nielsen.com/insights/2018/connected-commerce-connectivity-is-enabling-lifestyle-evolution/
  13. David, Y. K., Tong, X. F., & Yin, E. (2012). Young consumers’ views of infused soft drinks innovation. Young Consumers, 13(4), 392–406. https://doi.org/10.1108/17473611211282635
  14. Encyclopedia Britannica. (2008). Definition: E-commerce. http://search.eb.com.bibl.proxy.hj.se/search?query=E-commerce
  15. Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116–131. http://www.jecr.org/sites/default/files/17_2Paper2.pdf
  16. Global surveys of consumer sentiment during the coronavirus crisis. (2020). McKinsey & Company. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/global-surveys-of-consumer-sentiment-during-the-coronavirus-crisis
  17. Gonzales, G. (2019). Filipinos spend most time online, on social media worldwide – report. https://www.rappler.com/technology/222407-philippines-online-use-2019-hootsuite-we-are-social-report/
  18. Hossein, M., Javadi, M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting online shopping behavior of consumers. CiteSeer. https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.655.7217
  19. How E-commerce is impacting the Philippines- An outlook. (2020, February 3). Journal Online. https://journal.com.ph/how-Ecommerce-impacting-philippines-outlook/
  20. Husin, M. M., & Rahman, A. A. (2013). What drives consumers to participate in family takaful schemes? A literature review. Journal of Islamic Marketing, 4(3), 264–280. https://www.deepdyve.com/lp/emerald-publishing/what-drives-consumers-to-participate-into-family-takaful-schemes-atApM3JOxmP
  21. iPrice Group. (n.d.). Filipino online shoppers improve their average online spending and preference for local e-marketplaces. iPrice. https://iprice.ph/trends/insights/filipino-online-shoppers-improves-their-average-online-spending-and-preference-for-local-emarketplaces/
  22. Jamil, N. A., & Mat, N. K. (2011). To investigate the drivers of online purchasing behavior in Malaysia based on the Theory of Planned Behavior (TPB): A Structural Equation Modeling (SEM) approach. International Conference on Management, 453–460. https://www.econbiz.de/Record/investigatedrivers-online-purchasing-behaviour-malaysia-based-theory-planned-behaviour-structural-equation-modeling-approach-jamil-nordin-abdul/10009205076
  23. Kar, M. (2010). Consumer behaviour over the last 25 years. The Free Library. https://www.thefreelibrary.com/Consumer+behaviour+over+the+last+25+years.-a0289217324
  24. Khaniwale, M. (2015). Consumer buying behavior. International Journal of Innovation and Scientific Research, 14(2), 278–286. http://www.ijisr.issrjournals.org/abstract.php?article=IJISR-14-129-01
  25. Knowles, S. R., Hyde, M. K., & White, K. M. (2012). Predictors of young people's charitable intentions to donate money: An extended theory of planned behavior perspective. Journal of Applied Social Psychology, 42(9), 2096–2110. https://doi.org/10.1111/j.1559-1816.2012.00932.x
  26. Kurnia, S., & Chien, J. (2003). The acceptance of online grocery shopping. Semantic Scholar. https://www.semanticscholar.org/paper/The-Acceptance-of-Online-Grocery-Shopping-Chien-Kurnia/210bc9ddbcaf9f831fea2a759eeec2a7d48f37f8
  27. Kuswanto, H., Pratama, W. H., Ahmad, I. S., & Salamah, M. (2019). Analysis of students’ online shopping behaviour using a partial least squares approach: Case study of Indonesian students. Cogent Business & Management, 6(1). https://doi.org/10.1080/23311975.2019.1699283
  28. Leeraphong, A., & Mardjo, A. (2013, November). Trust and risk in purchase intention through online social network: A focus group study of Facebook in Thailand. Journal of Economics, Business and Management, 1(4), 314–318. http://dx.doi.org/10.7763/JOEBM.2013.V1.68
  29. Lin, C. Y. (2015). Conceptualizing and measuring consumer perceptions of retailer innovativeness in Taiwan. Journal of Retailing and Consumer Services, 24(C), 33–41. https://doi.org/10.1016/j.jretconser.2015.01.009
  30. Lu, L. (2012). Attitudes towards aging and older people’s intentions to continue working: A Taiwanese study. Career Development International, 17(1), 83–98. http://dx.doi.org/10.1108/13620431211201346
  31. Masoud, E. (2013, May). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6). https://www.researchgate.net/publication/340438323_The_Effect_of_Perceived_Risk_on_Online_Shopping_in_Jordan
  32. Mendoza, E., & Garcia, L. (2019). Consumer behavior: Dynamics, dimensions & models. Unlimited Books.
  33. Morton, C., Anable, J., & Nelson, J. D. (2016). Exploring consumer preferences towards electric vehicles: The influence of consumer innovativeness. Research in Transportation Business and Management, 18, 18–28. https://doi.org/10.1016/j.rtbm.2016.01.007
  34. Na, J., & Chan, M. Y. (2016). Subjective perception of lower social class enhances response inhibition. Personality and Individual Differences, 90, 242–246. https://doi.org/10.1016/j.paid.2015.11.027
  35. National Economic and Development Authority. (2020, June 1). E-commerce seems to sustain PH economy and drive growth. https://neda.gov.ph/E-commerce-seen-to-sustain-ph-economy-and-drive-growth/
  36. Neckel, A., & Boeing, R. (2019). Influence of online consumer innovativeness behavior in electronic products on planned obsolescence process. Revista de Administração da Universidade Federal de Santa Maria, 12(1), 1–13.
  37. Noel, H. (2017). Basics marketing 01: Consumer behaviour. Bloomsbury Publishing.
  38. Organization for Economic Cooperation and Development. (1999). Economic and social impact of E-commerce: Preliminary findings and research agenda. OECD Digital Economy Papers, 40. OECD Publishing. https://doi.org/10.1787/236588526334
  39. Orji, M. G., Sabo, B., Abubakar, M. Y., & Usman, A. D. (2017). Impact of personality factors on consumer buying behaviour towards textile materials in Southeastern Nigeria. International Journal of Business and Economics Research, 6(1), 7. http://dx.doi.org/10.11648/j.ijber.20170601.12
  40. Park, E. (2013). The adoption of tele-presence systems: Factors affecting intention to use telepresence systems. The International Journal of Systems & Cybernetics, 42(6), 869–887. https://doi.org/10.1108/K-01-2013-0013
  41. Philippine Demographics. (n.d.). World Meters. https://www.worldometers.info/demographics/philippines-demographics/
  42. Philippines - Country commercial guide. (2022, June 5). International Trade Administration. https://www.trade.gov/knowledge-product/philippines-ecommerce
  43. Philippines in COVID-19 lockdown: Impact on consumer sector. (2020). Fitch Solutions. https://www.fitchsolutions.com/consumer-retail/philippines-covid-19-lockdown-impact-consumer-sector-31-03-2020
  44. Pudaruth, S., & Busviah, D. (2018). Developing and testing a pioneer model for online shopping behavior for natural flowers: Evidence from Mauritius. Studies in Business and Economics, 13(1), 128–147. http://dx.doi.org/10.2478/sbe-2018-0011
  45. Rahman, M. A., Islam, A., Esha, B. H., Sultana, N., & Hakravorty, S. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka City, Bangladesh. Cogent Business & Management, 5(1). https://doi.org/10.1080/23311975.2018.1514940
  46. Ramya, N., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80. https://www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior
  47. Raskovic, M., Ding, Z., Skare, V., Ozretic Dosen, D., & Zabkar, V. (2016). Comparing consumer innovativeness and ethnocentrism of young-adult consumers. Journal of Business Research, 69(9), 3682–3686. https://doi.org/10.1016/j.jbusres.2016.03.029
  48. Sheth, J. N. (2020a). The Howard-Sheth Theory of buyer behavior. Wiley & Sons.
  49. Sheth, J. N. (2020b). Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami? Journal of Business Research, 125, 780–784. https://www.jagsheth.com/wp-content/uploads/2021/02/Next-frontiers-of-research-in-data-driven-marketing.pdf
  50. Solomon, M. R. (2017). Buying, having and being. Prentice Hall.
  51. Statista. (2020). Impacts of COVID-19 pandemic on the online purchase behavior among consumers in the Philippines as of May 2020. https://www.statista.com/statistics/1126355/philippines-impact-on-online-purchase-behavior-covid-19/
  52. Statista. (2020). Impacts of COVID-19 pandemic on the online purchase behavior among consumers in the Philippines as of May 2020, by age group. https://www.statista.com/statistics/1126519/philippines-impact-on-online-purchase-behavior-covid-19-by-age-group/ 
  53. Statista. (2020). Share of consumers who would continue buying products online after businesses are open and social distancing measures are lifted during COVID-19 pandemic in the Philippines as of May 2020. https://www.statista.com/statistics/1126722/philippines-consumers-who-would-continue-buying-products-online-covid-19/
  54. Statista. (2020). Share of E-commerce activities of internet users in the Philippines as of 3rd quarter 2020. https://www.statista.com/statistics/1125430/philippines-e-commerce-activities-internet-users/
  55. Statista. (2020). Share of e-payment methods of internet users purchases in the Philippines in 2019, by type. https://www.statista.com/statistics/1125437/philippines-e-commerce-payment-method-on-purchases/
  56. Suresh, A. S., & Arbaina, S. (2018). Determinants of consumer buying behavior and its effect on buying intention: Evidence from Indian organized sports retail. International Journal of Management Studies, 3(5), 101. http://dx.doi.org/10.18843/ijms/v5i3(5)/15
  57. Suresh, A. S. (2018). A study of factors influencing buying behavior of utilitarian and hedonic shoppers: Evidence from FMCG, sports, jewelry, books and apparels retail formats. Asian Journal of Management, 9(1), 507–515. https://doi.org/10.5958/2321-5763.2018.00079.3
  58. Survey reveals consumer shopping behavior during COVID-19 pandemic. (2020, October). Food Logistics. https://www.foodlogistics.com/warehousing/grocery-retail/press-release/21197453/survey-reveals-consumer-shopping-behavior-during-covid19-pandemic
  59. Sutto, M. (2018, February 10). State of eCommerce in Southeast Asia 2017. Medium. https://medium.com/swlh/the-state-of-ecommerce-in-southeast-asia-in-2017-5a779f962623
  60. Symonds, E. (2011). A practical application of SurveyMonkey as a remote usability-testing tool. Library Hi Tech, 29(3), 436–445. https://doi.org/10.1108/07378831111174404
  61. Szwacka-Mokrzycka, J. (2012). Marketing mechanisms of market gambling [in Polish]. Annals of Marketing Management and Economics, 3(1), 131–143. http://dx.doi.org/10.22630/AMME.2017.3.1.12
  62. The impact of COVID-19 in E-commerce. (2021, January 15). Ecommerce News Europe. https://ecommercenews.eu/the-impact-of-covid19-on-ecommerce/
  63. United Nations Conference on Trade and Development. (2020). COVID-19 has changed online shopping forever, a survey shows. https://unctad.org/news/covid-19-has-changed-online-shopping-forever-survey-shows
  64. United Nations Conference on Trade and Development. (2020, June 22). The intricacies, impact and opportunities of E-commerce for trade and development. https://unctad.org/news/intricacies-impact-and-opportunities-E-commerce
  65. Victor, V., Thoppan, J. J., Nathan, R. J., & Maria, F. F. (2018). Factors influencing consumer behavior and prospective purchase decisions in a dynamic pricing environment—An exploratory factor analysis approach. Social Sciences, 7(9), 153. https://doi.org/10.3390/socsci7090153
  66. Wang, E. S. (2014). Perceived control and gender difference on the relationship between trialability and intent to play new online games. Computers in Human Behavior, 30, 315–320. https://doi.org/10.1016/j.chb.2013.09.016
  67. Zhou, T. (2011). Understanding online community user participation: A social influence perspective. Internet Research, 21(1), 67–81. https://doi.org/10.1108/10662241111104884
  68. Zongjun, L. (2019). Factors study of Lazada consumer shopping effectiveness in Malaysia. Journal of Business and Management, 21(12), 19–27. https://www.iosrjournals.org/iosr-jbm/papers/Vol21-issue12/Series-3/C2112031927.pdf
  69. Zwierzynski, P. (2017). The determinants of consumer behavior in the furniture market. Annals of Marketing Management & Economics, 3(1), 131–143. https://doi.org/10.22630/AMME.2017.3.1.12