An Empirical Study on Metropolitan Cebu Residents’ Online Buying Behavior during the Community Quarantine Period

Authors

  • Joemariz Abella Cebu Institute of Technology – University
  • Rodney A. Rabe Cebu Institute of Technology – University
  • Antoniette M. Almaden Cebu Institute of Technology – University

DOI:

https://doi.org/10.7719/jpair.v43i1.717

Keywords:

Social Science, Consumer Buying Behavior, descriptive method, electronic commerce, Metro Cebu Residents, Philippines

Abstract

Online Shopping platforms have prompted vital changes in several aspects of the digital market, yet the reasons why consumers buy online are still not clear. Driven by technological advancements and evolving consumer demand, online shopping has been remodeled through various e-commerce platforms that were progressing even before the coronavirus pandemic began. The study examined the consumers’ behavior whether there were significant changes in the Metropolitan Cebu residents’ online shopping behavior within the context of the community quarantine period. Descriptive method and convenience sampling technique were used to determine the determinants of the 543 randomly selected participants’ consumer behavior, online shopping perception, and online purchasing challenges experienced during the quarantine. The selected factors to be explored are personal, social, psychological, cultural, and how they affect consumer behavior towards online shopping. Based on the aforementioned examines, it has been found out that almost 20.1 percent of the respondents had not changed their online shopping habits since the quarantine began. Around 59.5 percent increased their spending online, and 20.4 percent of the respondents have decreased their online spending during the quarantine. As Metropolitan Cebu has already transitioned to the MGCQ phase, 71.3% of the respondents were expected to continue their online shopping activity to a more sustainable and conscious online product spending after the coronavirus pandemic.

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Author Biographies

Joemariz Abella, Cebu Institute of Technology – University

Cebu City, Philippines

Rodney A. Rabe, Cebu Institute of Technology – University

Cebu City, Philippines

Antoniette M. Almaden, Cebu Institute of Technology – University

Cebu City, Philippines

References

Almaden, A., & Sombilon, M. L. E. (2020). Social Networking Business: Finding the E-Commerce Niche for the Aspiring Cebu City Entrepreneurs in the Era of the New Normal. JPAIR Multidisciplinary Research, 41(1). Retrieved from https://doi.org/10.7719/jpair.v41i1.793

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Published

2021-01-11

How to Cite

Abella, J., Rabe, R., & Almaden, A. (2021). An Empirical Study on Metropolitan Cebu Residents’ Online Buying Behavior during the Community Quarantine Period. JPAIR Multidisciplinary Research, 43(1), 89–106. https://doi.org/10.7719/jpair.v43i1.717

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Section

Articles