Online Shopping: A Study of the Factors Influencing Consumer's Buying Behavior in the 4th District of Nueva Ecija

Abstract

The fast-growing technology brought a lot of impacts on the business industry. Online shopping is one of the aftermaths of technology. The e-commerce and online retailers in the 4th District of Nueva Ecija lack awareness of the buying behavior of their consumers that affects their businesses. The primary objective of this research was to investigate and identify the factors influencing online shoppers' buying behavior in the 4th district of NE, what things encourage them to buy online and what factors as well could halt them. The study used descriptive-evaluative design to assess the level of influence of factors on consumers' buying behavior in online shopping. This design used statistical treatment such as frequencies, percentages, weighted mean, and thematic analysis treated with percentage to interpret and determine the influence of factors. The study used the purposive sampling technique, the researchers rely on their judgment when choosing members of the population to participate in their surveys. As to the results, most of the respondents strongly agreed that they are satisfied with the delivery process of online shopping. Based on the experience of respondents, online shopping is less effort and avoids consuming (physical) energy. Most of them prefer online shopping if it has special offers or discounts and they were preferring with a well-organized website. The recommendations that have been generated in the study are the fundamental basis of the ideas that would serve as a guide for the enhancement of online shopping and the e-commerce industry.