Marketing Research
Marketing Research
Marketing Research
Introduction
Live selling is the future of sales for any company that wants to get their products on the
market. It is the process of showcasing products live by using the reach of the influencer on
social media platforms. According to SJ Petteruti, livestream shopping, which is also called
streaming e-commerce or live selling, is when brands or retailers leverage live video streaming
technology to sell products to viewers online. Livestream shopping can take place on social
According to Jessica Fenol (sino si Jessica Fenol? Jessica Fenol of Wowowee in her
article…. ganto dapat), live selling is when business owners conduct an “auction style” approach,
showing customer the available items real time and it is an interactive way to sell items, connect
directly with the viewers, and gain potential customers, all in real time.
There may be a consequence and an increase of risks and uncertainty of online internet
shopping, further reducing trust, a kind of emotional bond between sellers and buyers. Current
online purchase intent studies show that trust between people and products, including customers
trust in the sellers, products and reputation can significantly affect intent to purchase. For this
reason, this study was wade. The researchers would like to determine the effects of live selling in
The target respondents of the study are the selected residents of Metro Poblacion in
Guinayangan, Quezon. In modern times, social media has become the main habit of the people of
Metro Poblacion to buy clothes and others goods at cheap prices, so they enjoy this method more
because they no longer have to go to huddle with other shoppers. But there are consequences
when you buy at online shopping, the consumer become addicted to buy anything in online and it
Current online purchase intent studies show that trust between people and products,
including customers trust in the sellers, products and reputation can significantly affect intent to
purchase. Unlike the traditional shopping environment, live selling cannot touch products before
they buy them, so they face higher risks in their buying habits. Studies show that the feeling of
ease is an important element for customers to increase trust and viscosity in the online selling.
Therefore, in this paper, based on the buyers results, efforts are being made to study the role
Theoretical Framework
For its framework, this study uses Unified Theory of Acceptance and Uses of Technology
(UTAUT), which identifies four direct determinants and four key moderators that influence
behavioral intention to use a technology. The following determinants are namely: performance
expectancy, effort expentancy, and social influence while the four key moderators are known as
age, gender, experience and voluntariness (Venkatesh, Morris, Davis, & Davis, 2003).
Theoretical Framework
g
Performance
Expectancy
Effort
Expectancy
Behavioral Use Behavior
Social Intention
Influence
Facilitating
Condition
using the system will help him or her to attain gains in job performance. The influence of
performance expectancy on behavioral intention will be moderated by gender and age, such that
the effect will be stronger for men and particularly for younger men (Venkatesh, Morris, Davis,
Conceptual Framework
System Model
Profile of customer
purchasing and using products and services and action are derived by mental and social process.
Behavioral science helps us to better understand why we go for a certain product and why not,
RESEARCH PARADIGM
This study aims to identify the effects of live selling to the buying behavior of the
1.1. Sex
1.2. Age
3. What are the effects of live selling to the buying behavior of the respondents?
4. How does live selling affects the buying behavior of the respondents?
Hypothesis of the Study
Alternative Hypothesis:
There is a sigmificant effect in the buying behavior of the selected residents of Metro
Null Hypothesis:
There is no signifacant effect to the buying behavior of the selected residents of Metro
This study will determine the effects of live selling in the buying behavior of the
respondents. This will also talk about the reason are reason why people preferred to buy online
rather than buying in traditional way. The importance of this study is for marketers and
entrepreneurs who are catering livestream shopping. This study will also be beneficial for the
entrepreneurs who are planning to start an online business. It will be very useful for online
marketers to use the result of this study so that they will have a better knowledge about the
behavior of their potential customers. By knowing the effects of live selling in the consumer
buying behavior, some online sellers can come up with the idea of improving their services in
This study was primarily conducted for the purpose of determining the effects of live
selling to the buying behavior of the selected residents of Barangay Poblacion, Guinayangan
Quezon. It aims to find out the main factors that motivate consumer to buy online and identifying
the consumers behavior towards online buying and how it affects them. It will only focus on the
effects of live selling to the consumer buying behavior. This study will not cover other effects
that are not related to the topic. Residents that are not selected and not watching love selling are
Definition of Terms
Advertisement. This term refers to the form of marketing and advertising which uses the
Behavior. It is kind of individuals overall perception and evaluation for product or services
Buying. The buying and selling of goods and services using the internet, when buying online.
Internet Sales. It is the advertisement, promotion and sale of products to individual consumer
who submit orders for such products directly through an E-commerce website consistent with the
mobile app, online classified advertisement, online shop, social networking, social media or web
shop.
Platform. This term refers to the form of E-commerce sites that allow individuals and
brand.
Risk. It is vulnerable to cyber-attacks and security breaches, such as online security may include
Social Media. This is a particular way of creating meaningful relationship with prospective
customers that uses social media platforms like Facebook and Twitter to connect and engage
The related literature and studies here were selected on the basis of significance in
promoting direction for this study. To further understanding of this study, the researchers made
use of different reading materials related to selling through the use of live streaming. The
different literatures and studies are essential in broadening the knowledge of the researcher. This
will help in giving the reader a better understanding about the effect of live selling to the buying
behavior of a customer. Also, this will also guide the researchers to achieve their target
According to the 2014 study (what study), more individuals rely on mobile phones in
purchasing products online as it enables them to do it on the go. Ease (73.3 percent) and
convenience (71.9 percent) are cited the most out of the reason why Filipinos are satisfied to
shop online.
Foreign Literature
does not apply unique aspect approach of online shopping comfort since the retailers utilize
internet as the shopping platform. Various previous literature have proven the online service
quality concept by identifying same dimension of service comfort like unique feature with
dimensions like facilitation in interactives usage, information browsing, information in dept and
Vijay et. al (2017) suggest that both internal and external elements have direct influence
on website satisfaction. They highlight on why and how satisfaction with website matters in the
mediating role.
The U.S has the highest total revenue from online shopping out of every country in the
world. However, the United Kingdom has highest e-commerce spend per capital. Chinese citizen
spends a higher percentage of their salaries online the any other than any other country
An article from Web Designer magazine dated 2013 by Steve Jenkins entitled “Pay As
You Go Advertising”. It shows that for most types of advertising, advertiser pay for people to see
the ad. With Google Adwords, the advertiser only pays when someone clicks on the ad and visit
the website of the business. The advertiser have complete control of adjusting or customizing the
ad campaign like how much to spend, who sees the ad, and where and when the customer see it.
It is related to the study because it tells about Google Adword which will be of much help to
advertiser and the business itself. It also shows that it is easy for advertiser to make an ad
campaign of the business because they have the complete control and also help the business to be
An article from HBS working knowledge dated August 17, 2009 by John Quelch entitled
“Quantifying the Economic Impact of the Internet have incredible multiplier effects throughout
the economy and society. Ironically, online advertising and the commercialization of the web
achieved important goals of the resisters mostly to preserve the web as a medium for free
publishing and communications. The advertising supported internet also helps the economy by
represents the impact of advertising in the economy by stressing how effective is online
advertising and how online advertising helps the economy. Advertising through internet also has
given lots of benefits to businesses and also our country. (This is about online advertising, not
online selling)
Consumer behavior is gaining much importance for retailers, they are trying to
comprehend the behavior of shoppers what item the customers look for, why they need a specific
item, and when they need it how are they going to buy the item (Iram 2017). The term "impulse
buying" has had diverse implications in various hypothetical viewpoint. Prior studies on impulse
behavior have often times centered on the definitional components distinguishing impulse from
non-impulse buying and providing a theoretical framework for examining impulse buying.
Unsalan (2016), identified that the impulse buying behavior of a shoppers is influenced by
number of factors which could have been related to shopping environment, customer's personal
or services over the Internet. It envelops the whole extent of online item and administration deals
all the way. Internet business devices incorporate PC stages, applications, arrangements, servers
and different programming positions produced by web-based business specialist co-ops and
obtained by shippers to increment online deal. Commerce facilitates the growth of online
Product delivery, Product service, Online billing and Online payment. E-commerce is growing
popular in an emerging economy. E-commerce began in 1995. It requires the digital goods for
caring out their transactions. Digital goods are goods that can be delivered over a digital network
E-commerce is rapidly transforming the way in which enterprises are interacting among
each other as well as with consumers and Governments. As a result of changes in the landscape
of ICTs, e-commerce is now growing rapidly in several emerging markets and developing
transactions using the Internet have evolved as quickly. However, we have not yet achieved an
ideal world of painless and secure transactions utilizing the Internet, as unresolved privacy issues
of the purchaser have impeded the further development of the technologies (Alberto, Avila and
violeta-2007).
E-commerce has been hailed by many as an opportunity for developing countries to gain
a stronger foothold in the multilateral trading system. E-commerce has the ability to play an
instrumental role in helping developing economics benefit more from trade (WTO-2013). The
growing use of the Internet, tablet devices, and smart phones coupled with larger consumer
confidence will see that ecommerce will continue to evolve and expand. With social media
growing exponentially in recent years, the conversation between businesses and consumers has
become more engaging, making it easier for transactional exchanges to happen online. Internet
retailers continue to strive to create better content and a realistic shopping experience with
technologies like augmented reality. With mobile commerce gaining speed, more users are
centauria. Advantages of going online is ppowerful, fast and efficient marketing and
communication tool and medium, telecommuting reduces the number of cars and car miles, Very
inexpensive way to reach new markets and interact with them, Office & transportation cost
savings, Unlimited possibilities for automation of your business, you can automate your order
dynamic tool in the market for you to both acquire and service your clients. It enables one to
make information easily available about themselves as well as the products and services they
plan to offer. Competition has never been fiercer and it has become necessary for every company
and business to fight tooth and nail for every inch of that customer share. Online presence has
lowered barriers to entry for smaller players and has provided an instant global reach at
practically zero cost, online a presence website that allows you to sell your products or services
Article about using your website to advertise your business retrieved Oct. 21, 2012 by
April Dunca at advertising. You can't hide from it. Whether you're driving by a billboard,
listening to the radio or flipping through the TV channels, every advertisement. Even in a lean
economy, the evolution of the Internet has business taking a new direction. Now companies need
a Web site, even if they aren't involved in e-commerce. But this new wave of marketing still
Article about importance of websites in the overall marketing mix retrieved Oct. 21, 2012
using the web. A modern, well-presented website is now expected for most businesses and
organizations. A website should explain the products and services offered. It should also provide
background and general contact information. A website can also allow online transactions, from
simple enquiry requests, through change of detail processing to advanced functions such as
The extension of technology that integrates the electronic media in the buying and the
selling process is known as the Ecommerce. Elton (2012) mentioned that the ecommerce website
has deflated the dissimilarity of the world. Marketing is an important organizational function in
today's age. It is the one path that a firm follows to create and deliver value to its customer and
itself. The internet has created a vast array of opportunities to deliver this value. According to
Brigita Go (2012), running an online business is much better than opening a store. Selling online
is indeed one of the great ways to make profits online. In fact, it is also a great way to widen
your target market and grow your business fast as well. Carolyn Anderson (2012) stated that by
putting your business online, you are also widening your reach worldwide. It is important to
check out some online selling tips that may help make selling successful. As more and more
businesses take the e-commerce journey to charm customers, it is enhancing more and more
necessary to build effective ecommerce marketing ideas. According to Sunny (2012) the primary
reasons for marketing your ecommerce business online is to remain fasten. Ian Ross Hollander
(2012) stated that there are three online marketing trends every successful entrepreneur must
adopt: communities are critical, dynamic browsing environments and control what you create.
According to Harris (2012) the online medium offers a big platform to promote your business as
compared to other medium available. Your products and services will reach to a large number of
potential buyers only if you choose the right marketing medium for your business. Today online
reservation system is even accessible to consumers through Internet Gateways and it allows the
users to book hotel rooms, rent cars as well as book online airline tickets, which is definitely a
more convenient way of making your travel plans. Andrew mentioned that, online reservation
systems are the future of the self-catering holiday provider as more and more people request
According to Margaret Jack, Jay Chen, Steven J Jackson, Proceedings of the 2017 CHI
Conference on Human Factors in Computing Systems. This paper describes a complex global
sales and logistics network based in Phnom Penh, Cambodia, which utilizes Internet tools
particularly Facebook as well as a suite of offline tools such as feature phones, paper receipts,
and motorcycles to facilitate the buying and selling of clothes and other commodities. Against
the gap or import models that sometimes limit HCI understandings of computational change in
non-Western environments, we argue that the consumers, business owners, delivery drivers, and
call center staff play active and formative roles in producing this infrastructure, integrating new
tools into older cultural practices and determining how they work within the limits and
conventions of the environment. We argue that resourceful and imaginative activities such as
these constitute a form of creative infrastructural action and are central to the ways that new tools
basis for the existence of a relationship between the size of a firm's foreign footprint and its
performance. Argued that multinationality results from a firm's choice between coordinating
internally the stages of its value chain and letting them be organized on the market and hence
that there are no reasons to expect net gains from an increase or a decrease in multinationality,
the only profitability impact coming from a firm having made the wrong choice and being over‐
or under‐integrated compared to the optimum. I then show that the way the literature has
operationalized multinationality does not match the theoretical arguments it has advanced. I
conclude that a reassessment of the literature is overdue and point to some new directions. (not
related)
According to Yu-Liang Feng, Chia-Hui Huan the Journal of Physics. With the
development of the Internet economy, live streaming sales have become a new marketing
method, which is popular among users. This paper explores quality attributes of live streaming
sales based on the experience of their users. In this study, 56 factors, including the original and
abstract reasons for and the specific item of user experience of live streaming sales, were first
obtained with the evaluation grid method according to the semi-structured interview of highly
involved people. Then, 5 experts formed a focus group for discussion and determined 11 key
factors influencing user experience as analysis factors of the ISM theoretical model. Results are
obtained through the statistical analysis of the ISM theoretical model, and four major dimensions
are defined, namely the first-level demand dimension, the second-level interaction dimension,
the third-level good quality dimension and the fourth-level extension dimension. Finally, the
relationship between attractive quality attributes in different dimensions and the Kano two-
dimensional quality classification and user satisfaction is analyzed based on the Kano two-
the key quality attributes. Research conclusions and suggestions are made according to the
results of data analysis so as to provide reference value for subsequent improvement of related
Conference on Human Factors in Computing Systems. This paper describes a complex global
sales and logistics network based in Phnom Penh, Cambodia, which utilizes Internet tools
(particularly Facebook) as well as a suite of offline tools such as feature phones, paper receipts,
and motorcycles to facilitate the buying and selling of clothes and other commodities. Against
the gap or import models that sometimes limit HCI understandings of computational change in
non-Western environments, we argue that the consumers, business owners, delivery drivers, and
call center staff play active and formative roles in producing this infrastructure, integrating new
tools into older cultural practices and determining how they work within the limits and
conventions of the environment. We argue that resourceful and imaginative activities such as
these constitute a form of creative infrastructural action and are central to the ways that new tools
circulate in the world, though they often go unrecognized by HCI as innovationn. (not related)
Local Literature
Renz (2018) projected that web-based entrepreneurs will benefit mostly when
Facebook live was launched. According to her, live selling on Facebook is a huge success
because of its credibility of ownership and tangibility. Buyers get to see the actual product that
they are paying for. They also get to ask question about it and get real time answers. Most of all,
there’s accountability. Buyers in Facebook live selling have hundreds of witnesses backing them
up that they have bought an item. Also, she said that the sellers or retailers can easily sell a
product because they can demonstrate, showcase it, and explain its uses and answer question.
Then, there’s also scarcity for the consumers according to her. The sellers giving their buyers the
urgency to buy their product because of the live competitors they have. It gives the buyers a
feeling that they must buy it or else someone’s going to get it first. Renz said that if you’re an
entrepreneur, you need to be always evolving, adapting to new technologies that can boost your
business. You must keep on learning, keep trying and keep breaking boundaries. According To
Paurom (2018), the Philippines became part of 47 countries wherein Facebook’s marketplace
service is enabled. The Facebook director of product management Krandeep Annad said that
recently launched service is aimed at streaming that user experience of the people who use
An article from the Philippine star dated August 7, 2012 by Louella D. Desiderio entitled
“Businesses urged to use internet to product”. It shows that business is advised to use the Internet
for promoting their product and services as more consumer are going online to research before
making purchases. Companies should consider using online advertisements for the product and
services they using the internet to research goods they plan to buy before making purchase.
It also states that in the Philippines, the study showed that around 70 percent of
consumers first make research of their purchases online even if they purchase of growing the
business by going online. It is related to the study because, they can easily have the benefits of
The researchers conclude that online activity has reached an unprecedented rise owning
to the popularity of social networking sites and the easier accessibility to computers and the
internet for more people. As such, and with more methods of interactive and efficient advertising
available online.
The rising online presence causes advertising rather than newspaper advertising
and the dwindling of newspaper readship causes advertisers to invest than newspaper advertising
and the dwindling of newspaper readership causes advertisers to flee from the newspaper as
An article from Adobo Magazine dated February 3, 2013 by Sanserif, Inc. entitled
“Online Advertising to Surpass print and tv in 2013”. It shows that online advertising has
continued to grow, achieving 10% year on year growth recording $813.25 million for three
months ending September 2012. The results of the online advertising expenditure report (OAER)
by IAB Australia, compiled by price water house coopers (PWC), show that while general
advertising market is softening, online advertising is on track to surpass both newspaper and TV
advertising in 2013. It is related to the study because it shows how effective online advertising to
business that it became on track to surpass both newspaper and TV advertising in 2013. It also
shows that online advertising is continously growing and becoming more effective to advertiser
and business.
According to Svonavec (September, 2017), online shopping has proved to have many
positive advantages for consumers. Online stores are open 24 hours a day, so the issue of a store
closing before the consumer can make it on time exceptionally efficient during the holidays
shoppers do not have to bother with the long, exasperating lines. Due to lack of operating costs,
online retailers can sell goods at lower prices so that this makes the experience of online
shopping not only faster and convenient, but it is also for cheaper than going to the physical
store. Although online shopping has advantages, there are many downsides to doing online
business. Back order goods can be prove to be exceeding trying for shoppers, especially during
the holidays, shoppers also lose the person to person communication that online retailer cannot
provide.
As said by Francia (October, 2018), Filipino shoppers also prefer inspecting the products
themselves before making a purchase, while others factored in the cost of shipping and the length
of delivery time. Research Tech Lab (RTL) noted that Filipinos more assured when they
examine the products before checkout, while being able to take the item immediately after
payment gives them peace of mind. It also recorded the enticements of online shopping from
July to September, which coincided with the sale promo of leading e-commerce sites Lazada and
Shopee. Here, the company found that 68. 61% of Filipinos Still favor traditional shopping.
The market has rapidly grown since then. According to Eshopworld.com, there are at
least37.7 million e-commerce users in the country in 2018 from the 30. 2 million estimated in
2016.The number is expected to rise to 53.8 million by 2020. A report published in May 2018
found that despite its growing popularity, the Philippines lags in terms of e-commerce sales in
According to Willy Kruh, he said that today’s consumer no longer goes shopping, but
shopping all the time and everywhere. In a truly global online marketplace, competition is no
longer limited to local shops during regular business hours. Consumers can easily buy from
retailer and manufactures located anywhere in the world or from those with no physical retail
locations at all
According to the article “What Makes E-commerce Click?” (2017) , eleven years ago RJ
David made his bedroom turned into a boardroom while he was setting up the most successful
buying and selling sites in the Philippines. He did state that he knew that the main hindrance of
e-commerce would be the trust of the consumer because Filipinos would not be comfortable to
the thought of paying someone through online and waiting for their purchased product to arrive
According to Manglinong, D. (2018) “Why Online Shopping is Booming in the
Philippines” the reason why most of the people prefer shopping online especially during the
Christmas season and special holidays as early as December is because convenience, cheaper
In the article about What are the advantages of online transaction? posted on Feb. 27,
2011 retrieve from October 21, 2012 by Dexter Panganiban. Internet marketing, also referred to
as online marketing or E-marketing, is the marketing of products or services over the internet.
Because of the internet, many unique benefits on marketing, has been added such as low cost in
distributing information and media to a global audience. Internet marketing ties together creative
and technical aspects of the internet, including design, development, advertising and sales.
Article (what article, where did you see the article?) about Internet payment system
retrieved Oct. 21, 2012. Everyday business is becoming harder to hardest due to lot innovation
and entrepreneur creating in Philippines. Philippines is a growing country and people are
adapting the social life with technology. Technology is controlling the total business
environment. Customer support is improving every day in Philippines business. Today 1/3 of the
population is using Internet. Filipinos are already trusting online transaction and deals to
purchase online every day. Internet banking is growing significantly. ATM card provider is
Article about Website (Who is website? What website?), It is importance for business
retrieved Oct. 21, 2012 by Peter Hearn at resources. One of the most important tools in buying
online is the Credit Card. Although there is other third-party site that could process payment it
still end up on using Credit Card on adding funds to those sites.” He also includes Advantages of
online transaction like, you don’t have to fall in line in paying, you don’t have to exert an effort
in getting the product you want, it saves time on purchasing you can do other things without
The low cost of entry has attracted hundreds of companies, large and small, to the level
playing field of cyberspace, Paul J. Dowling, Jr. noted in his book Web Advertising and
Marketing. On the Internet, a small, one-man operation can look as good or better than a large,
multinational corporation. But whether it's an individual working out of a virtual office, or a
CEO sitting in an expensive downtown office building, they're going online for one purpose to
sell. And they're leaving no stone unturned in their efforts to make it safe and easy for their
customers to buy.
In the article about ‘Advantages of starting online store” retrieve from October 21, 2012.
In the article about socio-economic benefits of being online consumers can easily shop from any
place in the world and through many items and categories without leaving their house. It also
allows consumer to compare between a number of varieties in any aspect they want. Costumer
has the freedom to read reviews of other customers if the product is suited to their taste. They
can also easily search for those hard-to-find gadgets, products or items. Furthermore, the Internet
is available round the clock and year, so the consumer is welcomed whenever they want to visit
the oonline store. For many businesses, the internet has become a springboard to phenomenal
success in terms of profit. Traditional commerce may be headed to its twilight years as more and
more people are beginning to embrace the enticing allure of online shopping for goods and
services. Almost all trade transactions have online features which enable clients and consumers
(B&M) retail stores have traditionally served customers only in a proximal geographic area with
their existing operations from a physical store. Emerging online-to-offline (O2O) third-party
platforms allow the local B&M stores to increase their consumer base by offering online
ordering and delivery services which we refer to as platform mode. To implement online
retailing, a store can also choose to build all the online retail and delivery capabilities by itself, or
outsource order-taking to the third-party platform but provide self-built delivery service to
customers. We analytically investigate when a local B&M store should adopt an O2O strategy,
and the conditions under which each of the three modes is optimal. We show that a store should
implement the O2O strategy only when the market is partially covered, or when the market is
fully covered and the store's delivery cost is sufficiently low. We fully characterize the optimal
mode of operations based on the delivery cost threshold. Interestingly, we find that the self-
building and mixed modes dominate the platform mode when the store offers uniform pricing for
both online and B&M store customers. We also propose a novel cooperation mechanism that can
improve both the platforms and the local B&M store's profits. Additionally, with the proposed
internet business, and on firms that offer intangible products or services that can be directly
consumed via the world wide web, Strategic Management and Online Selling also covers
immaterial products and online news information or home banking. Considering how firms with
similar specific characteristics are able to realize competitive advantages, this topical book
Development. This article reviews the literature on entrepreneurship and crises, capturing where
we have been and where we are now, and begins to discuss where we might go next. It centres
around how we have come to understand the relationship between entrepreneurship and crises
through the application of certain crisis definitions, concepts, typologies, the crisis event
sequence, methodologies and empirical settings. It also examines how crises affect
entrepreneurship and how entrepreneurship affects crises. The article then introduces in some
detail the five manuscripts selected for the special issue and the contributions they make towards
developing our understanding of the relationship between entrepreneurship and crises. It notes
the advances, gaps and opportunities that emerge from the literature review and special issue
papers, and concludes with a way forward for developing further our understanding in this area.
According to Guangliang Xi, Xinyu Cao, Feng Zhen a transportation Research. Policy
and practice Same Day Delivery (SDD) online shopping may generate different influences on
physical store shopping from conventional online shopping, but few studies have explored this
new and burgeoning channel and its impacts. Using retrospective survey data in Nanjing, this
study investigates the impacts of SDD online shopping on local store shopping. Quasi-
longitudinal analyses of the retrospective data show that SDD online shopping substitutes for
local store shopping, and that changes in local shopping are associated with SDD online
shopping frequency. These results suggest that SDD online shopping may change local shopping
travel and alter the distribution of commercial land uses over time. Moreover, a comparison
between quasi-longitudinal and cross-sectional analyses suggests that cross-sectional results are
The statistical result revealed that online customer monthly spending amount as well.
There was a statistically significant positive relationship between the amount of time and money
spent on the internet. The three most popular online shopping sites were determined as trendyol,
hepsiburada and alibaba. The product must online customer bought were clothing, stationery
Ayden and Demir (2011) pointed out that e-commerce consumer behaviors and
preferences that those who are 26-35 years of age and have a Bachelor’s Degree, whose income
is 1500 Turkish Liras and above are more likely to prefer e-commerce. In another study, they
have conducted research on the behavior of civil servants purchasing products from the internet.
As a result of the research, it has been found out those customers who have a high education
level and high-income level are shopping more on the internet. The study also pointed out that
the delay in the delivery of products and deceptive and misleading understanding were the major
relationship of online shopping with gender, internet literacy and online product price. Similarly,
the study also highlighted that there is no significant relationship of online shopping with
Mehboob examine the relationship between various factor that affect the consumer’s
behavior towards online shopping. He explained the influence of five major variables that were
derived from literature. These variables are trust, time, product variety, convenience and privacy
which determine how consumer buying behavior is reflecting online shopping trends. Based on
the result of the study by Mehboob, trust is been considered as the most relevant factor affecting
the customers buying behavior towards online shopping when it comes to younger generation.
A research study conducted by Shuai Yuan, Ahmad Zainal Abidin, Marc Sloan and Juan
Wang from Cornell University of Ithaca, New York on June 2012 entitled “An interplay among
advertisers, online publisher, ad exchanges and web users”. The researchers conclude that
internet advertising is a fast-growing business which has proved to be significantly important for
both web search engines and online content providers the with major source of revenue. Its
presence is increasingly important for the whole media industry due to influence of the web.
For advertisers, it is a smarter alternative to traditional marketing media such as TVs and
newspaper. As the web evolves and data collection continues, the design of methods for more
targeted, interactive, and friendly advertising may have a major impact on the way our digital
economy evolves, and to aid societal development. It is related to the study because google
online advertising which it helps lots of businesses. Since internet advertising is a fast-growing
A research study conducted by Matthew Duncan from Elon University in North Carolina,
United States on November 18 2011 entitled "Identifying different types of online selling and its
impact on consumer buying behavior”. The researcher concludes that since the explosion of
Internet, web companies have invested an abundant of money into online advertising. Other
forms of advertising such as in-store ads, print ads, and television and radio ads are still
important but online advertising is growing significantly. Even with this explosion of online
advertising, there are many different forms of advertising that is used on the Internet.
Increasingly innovative types of advertising are coming into existence as the Web
matures. The major types of online advertising are banner ads, text ads, interstitials, pop-ups ads,
opt in mailing, HTML ads, and rich media ads. It is related to the study because it represents that
internet is rapidly growing instead of other forms of advertising Because of online advertising,
lots of companies or businesses have grown and became more popular since advertisements were
advertised globally and can be seen by lots of people because of the web.
London, United Kingdom on August 30, 2012 entitled“Measuring the Effectiveness of Online
Media Advertising”. The researcher concludes that Advertising resources assigned to internet
media have grown dramatically over the past few years. This growth is suggestively driven by
search and performance. Measuring online advertising effectiveness is a very intricate process
particularly in an ever changing environment where new resources are constantly developed
every passing day. It is related to the study because online advertising like Google Adword have
grown and help businesses to deliver more information to the potential customer at a relatively
low cost.
United States on August 2013 entitled "The Effects of Online Advertisements and News Images
on News Reception”. The researcher concludes that in recent years, a growing number of people
have considered the Internet to be their major source of news. In contrast, the number of
subscribers to traditional newspapers have decreased drastically so has the advertising revenue
The decrease in adverting revenue for the industry increases the dependency of online
news services on online advertising revenue which perpetuates the symbiotic relationship
between the newspaper and advertising industries for audiences’ eyeballs in the era of the
Internet. It is related to the study because online advertising is one way of attracting new
customers and to spread advertisements easily. Google Online Advertising and other online
advertising program became useful nowadays because a lot of people were using the internet.
According to Anthony R DiMaggio sunny Press, 2015. The Details how presidents utilize
mass media to justify foreign policy objectives in the aftermath of 9/11. Modern presidents have
considerable power in selling US foreign policy objectives to the public. In Selling War, Selling
Hope, Anthony R. DiMaggio documents how presidents often make use of the media to create a
positive informational environment that, at least in the short term, successfully builds public
support for policy proposals. Using timely case studies with a focus on the Arab Spring and the
US War on Terror in the Middle East and surrounding regions, DiMaggio explains how official
spin is employed to construct narratives that are sympathetic to US officialdom. The mass media,
rather than exhibiting independence when it comes to reporting foreign policy issues, is regularly
utilized as a political tool for selling official proposals. The marginalization of alternative,
critical viewpoints pose a significant obstacle to informed public deliberations on foreign policy
issues. In the long run, however, the packaging of official narrative and its delivery by the media
begins to unravel as citizens are able to make use of alternative sources of information and assert
their independence from official viewpoints. Selling War, Selling Hope is an innovative project
that pushes the fields of political science, political communication, public opinion, and
presidential rhetoric into new and exciting directions. This book is essential reading. Mark
Major, author of The Unilateral Presidency and the News Media. The Politics of Framing
Executive Power This eye-opening exposition offers a radical new conclusion to the debate over
why Americans oppose wars: Americans oppose particular wars for moral reasons. By capturing
the wide range of presidential rhetoric from fear to hope, DiMaggio documents the depths
plumbed by political and other elites to manipulate the American public to support the wars in
Afghanistan and Iraq. In order to counteract American citizens moral opposition to war, political
elites manipulate citizens fears into support for war by giving them hope, but the policies they
choose, more often than not, lead to more war and reason for fear which creates a vicious cycle:
fear hope war. The challenge we face is to break through the noise and the manipulation of
political, economic, and military elites. DiMaggio offers us a way to see clearly. Amentahru
administration, 2017. Based on the relevant literature, this paper study the impact of online
shopping return policy on consumer purchase behavior from the dimension of return policy,
consumer perception, consumer purchase behavior and so on. In the online shopping
environment, the return problem between retailers and consumers is more obvious. Based on the
researching achievements of predecessors, return policy can be divided into three dimensions:
According to Thi Song Hanh Pham, Mohammad Faisal Ahammad. This paper examines
the determinants and consequences of online customer satisfaction by considering the entire
online shopping experience, based on data collected from our survey of UK consumers in 2016.
We found evidence that post online purchase experiences including experiences with order
fulfilment, ease of return and responsiveness of customer service are the most significant
product information and ease of check-out, all have significant impact but at much lower levels.
The effect of website appearance on customer satisfaction is not significant. Our findings show
that online customer satisfaction leads to repurchase intention, and a likelihood of making
positive recommendations to others, but not willingness to pay more. We also found the effects
on customer satisfaction are stronger for experience products than search products, while there is
no significant difference in the effects of other determinants for search products and experience
products. Several theoretical and managerial implications are provided, based on our findings.
Local Studies
The honest e-commerce markets in Southeast Asia, and the Philippines comes right at the
top of the list. According to the study by Ken Research (2014), the Philippines e-commerce
market can expect a stupendous compound annual growth rate of 101.4 percent from 2013 until
2018, thanks to rising internet and social media adoption. (Ken Research, 2014)
Southeast Asia, including the Philippines has become a virtual gold mine for online
shopping. Proof of that is that mane online shopping malls are now expansion mode. Lazada is
one of the largest online shopping websites in Southeast Asia. It announced that is has raised $
250 million from a group of investors including Tesco PLC, Access Industries Investment AB
Kinnevik and Verlinvest. According to Tesco, as Southeast Asia’s 600 million consumers begin
to use smart phone technology to access retailers online. Tesco, March 2014)
Based on the study conducted by Lucero, et.al (September 2016), he determined whether
online shopping among students. It has been found out that the respondent perceptions and their
purchase behavior on online shopping are both high. To sustain their high perception on online
shopping, it is suggested that web developers should incorporate features on their websites
regarding convenience, security, benefits and leisure. It is important for online marketers,
entrepreneur, and business men to consider the fact that students spend more time on the internet
and that this factor will likely increase the students online shopping behavior.
According to Huyen TK Le, Andre L Carrel, Harsh Shah. The rise of e-commerce has led
studies on the relationship between online shopping and personal travel behavior. We
synthesized and assessed the evidence for four types of effects on various travel outcomes,
including trip frequency, travel distance, trip chaining, mode choice, and time use. Most studies
to date have focused on trip frequency but neglected other travel outcomes. Very few studies
have considered the modification effect, which has significant implications for travel demand
management. In sum, previous studies have not reached a consensus on the dominant effect of
online shopping, in part due to the diversity in variable measurements, types of goods, study
areas, and analytic methods. A limitation of previous studies is the reliance on cross-sectional
surveys, which hinders the distinction between short- and long-term behaviors and between
modification, complementarity, and substitution effects. Our study provides an agenda for future
research on this topic and discusses policy implications related to land use, behavioral changes,
data collection, and modelling for practitioners who wish to incorporate e-commerce in planning
and habits. Whether or not these changes hold beneficial or detrimental implications for society
is subject to ongoing debate. Specifically concerning the environmental impacts of online and
omnichannel retail, claims have been made on both sides that crediting the efficiency of home
deliveries versus individual shopping trips on the one hand and pointing out complex consumer
behavior on the other hand. Despite intensive research efforts, a solid consensus lack. The
disperse and contradicting scientific knowledge base that is currently available prevents
policymakers and practitioners from implementing sustainability improving measures and from
literature, this article presents a framework for understanding the net environmental
sustainability of shopping. The debate is broken down in three impact categories that need to be
geography. The majority of research articles focus on the environmental impact of purchasing a
single item or a basket of items, in which in-store purchases are substituted by purchases online.
Such studies conclude in favor of e-commerce. The balance shifts when taking changes in
behavior and geography into consideration. While behavioral reflections are on the rise, hardly
any empirical work takes the spatial re-organization of businesses and consumers into account.
The article surpasses the case-study approach and in doing so comprises the body of literature in
a solid framework that is able to guide future discussions and research in more sustainable
directions.
According to Guangliang Xi, Xinyu Cao, Feng Zhen. The Same Day Delivery (SDD)
online shopping may generate different influences on physical store shopping from conventional
online shopping, but few studies have explored this new and burgeoning channel and its impacts.
This study investigates the impacts of SDD online shopping on local store shopping. Quasi-
longitudinal analyses of the retrospective data show that SDD online shopping substitutes for
local store shopping, and that changes in local shopping are associated with SDD online
shopping frequency. These results suggest that SDD online shopping may change local shopping
travel and alter the distribution of commercial land uses over time. Moreover, a comparison
between quasi-longitudinal and cross-sectional analyses suggests that cross-sectional results are
According to Xina Yuan, Yi Xie, Shanshi Li, Yajun Shen as a International Journal of
Tourism Research. This study classified food souvenirs into four categories based on two
dimensions of product characteristics and investigated the differences in their online sales. We
also explored the role of online sales platforms and geographical distance in moderating the sales
differences among different categories of food souvenirs. Real sales data were collected from a
regional enterprise that sells food souvenirs on both local and national online shopping
platforms. The data include the sales volume of 606 types of food souvenirs from 2015 to 2018.
The results show that food souvenirs characterized by strong brand awareness and high local
relevance are the first choice of consumers. Interestingly, consumers value brand awareness
more than local relevance when purchasing food souvenirs. Furthermore, the sales platform and
geographical distance moderate the sales volume of different types of food souvenirs. Finally,
Services. The despite numerous studies of on-line shopping behavior, the impact that the internet
has had upon island communities remains largely unexplored. This is despite previous research
highlighting the difficulties island residents encounter when attempting to access goods and
services. This qualitative, exploratory research study interviews individual and examines the
extent to which on-line provision has reconfigured the purchasing behavior of local residents.
The findings confirm that internet usage is widespread and that a broad range of products are
purchased on-line. However, the paper maintains that these findings underplay the significance
of e-retailing. The internet has had a much more profound impact upon island consumers and the
benefits that are derived from on-line availability extend beyond the reconfiguration of shopping
patterns. The findings illustrate that the benefits that have accrued from internet adoption have
fundamentally transformed the lives of many individuals. It has acted as a liberating mechanism
that has positively impacted upon domestic undertakings and socio-cultural activities.
According to Eric Calderwood, Paul Freathy. There have been numerous studies of on-
line shopping behavior, the impact of internet adoption upon island communities remains largely
unexplored. This is despite the identified difficulties that are encountered when attempting to
access goods and services in these peripheral economies. Limitations in the transport
infrastructure, inconsistent supply and restricted availability have all been acknowledged as
issues affecting local retail provision. Island residents have also traditionally been required to
travel to the main town or mainland in order to shop for key items. This research study examines
the extent to which on-line provision has reconfigured the mobility patterns of residents in the
Scottish isles and whether e-commerce has reduced the propensity of individuals to undertake
shopping related travel. The findings suggest that e-commerce has had only a modest impact
upon consumer travel patterns and that other situational factors moderate the identified benefits
Research. The marketplace is fast turning into e-marketplace. From needle to ship, everything is
being sold and bought on the internet. With new and new players coming in, it is but natural for
the existing players as well as new entrants to come up with innovative techniques to sell their
goods and services. Offering deals and lucrative discounts is one such glamorous trend. The
authors have tried to examine the factors which lead people to buy these discount coupons and
the consumer behavior towards them. A sample of respondents was administered an e-
questionnaire and their responses were evaluated using statistical tools and techniques. This
paper, thus, identifies typical buying behavior of a consumer while making an e-purchase of a
deal and discount coupon, their preferences towards mode of payment and tendency to
Chapter 3
METHODOLOGY
This chapter present the research methodology that will be used in this study. It consists
of a brief description of its basic methodology approach. The main source of data was through
interviews with 30 respondents. This was limited consumers who buy online, at the aged of 18 to
35 years old.
Research Design
This study is quantitative research about the effect of online selling to the buying
utilize descriptive research design since its main purpose is to find the effect of online selling to
the buying behavior in different ages of various online shops and what are the key factors that
There were thirty selected respondents which are residents of Barangay Metro Poblacion
Guinayangan Quezon on this study, they are selected using random sampling. The researchers
used this sampling in order to easily distinguish the differences and similarities of response from
the subjects.
Research Instrument
The researchers used a self-devised survey questionnaire in the format of Likert Scale
with a five-degree scale (Strongly Agree, Agree, Neither, Disagree, Strongly Disagree) This is
primarily an evaluation instrument that measures. The first part consists of the demographic
profile of the selected respondents in Metro Poblacion in Guinayangan, Quezon. The second part
of the questionnaire is composed of ten statements. For each numbered item in the questionnaire,
Researchers used the survey questionnaire to gather data among the selected residents of
Barangay Metro Poblacion. With the use of the survey, researchers were able to gather responses
from the respondents. It was during the free time of the respondents that the researchers went to
their houses to conduct the survey. All the results were tallied, tabulated, analyzed and
Statistical treatment of data is essential to make use of the data in the right form. Raw
data collection is only one aspect of any experiment. The organization of data is equally
important so that appropriate conclusions can be drawn. (Siddhata Kalla, 2009). The following
statistical tools will be used to answer the specific problems in this study.
1. Frequency and percentage. A frequency and percentage distribution is a display of data
that specifies the percentage of observation that exist for each data point or grouping of
the points.
The process of creating frequency is a display involves identifying the total number of
observations to be presented and counting the total number of observations within each data
FORMULA:
where:
P= percentage
F= frequency
N= number of respondents
Frequency and percentage were used to identified the data pertaining to the effects we
encountered, as well as to enhance the buying behavior of selected residents in Metro Poblacion
in Guinayangan, Quezon.
2. Weighted Mean. A weighted mean is a kind of average. Instead of each data point
contributing equally to the final mean, some data points contribute more weight than
Formula:
Where:
x = weighted mean
W = weights