Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 7 no. 8 (2026)

The Influence of Convenience, Pricing, Accessibility, and Product Variety on the Perceived Practical Utility of Online Shopping

Rhitchelle Therese Egera | Lovelyn C. Trazona | Ramie Lou B. Abordonado | Mike Kevin C. Caballero | Marilou C. Obejero | Easter Mae C. Rita | Lalaine O. Narsico | Peter G. Narsico

Discipline: Marketing

 

Abstract:

Today, online shopping has become a core activity of consumers, espe- cially among digital-savvy college students. While the importance of convenience, price, easy access and product variety is well known, the combined effect of these four factors on perceived practical utility has not been investigated. Among 380 college students in Cebu City, Philip- pines, the relationships established between these four features and practical utility have been examined using this descriptive-correla- tional quantitative design. Information was gathered using a structured questionnaire (14 items; Cronbach's α = 0.897) and analysed using de- scriptive statistics and a regression model. Participants believed that online shopping is convenient (M = 3.98), provides price advantages (M = 4.04), high accessible (M = 4.30) and provides various product op- tions (M = 4.09). The results indicated that convenience had a signifi- cant positive effect on practical utility (β = 0.66, p < .001), price (β = 0.61, p < .001), accessibility (β = 0.74, p < .001) and product variety (β = 0.73, p < .001). However, this was not the case in multiple regression model (R2 = .58) where accessibility (β = 0.34), convenience (β = 0.28) and product variety (β = 0.24) remained significant while price ad- vantage became non-significant (p = .137). The practical utility of online shopping is provided by accessibility, convenience and assortment of products. Price is less important in combination with other factors. For E-commerce, to increase perceived usefulness and promoting the con- sumer loyalty, it should be done by emphasizing on mobile friendly ac- cessibility, intuitive navigation, and wide assortment of items



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