Buying behavior of online shoppers in Biliran Province / Jade C. Jornales.

A thesis presented to the faculty of the Graduate School of University of Cebu; In partial fulfillment of the requirements for the degree Master in Business Administration.

Includes bibliographical references.

Online shopping is growing in popularity in Biliran, but it peaked during the pandemic. As a result, internet businesses compete fiercely to make online shopping as good as shopping in a physical store. This study determined the buying behavior of online shoppers in Biliran Province, Philippines towards shopping online. The results will be used as bases in devising a proposed marketing model for online selling. This study utilized the descriptive correlation research design to determine the buying behavior of online shoppers in Biliran Province. Philippines. The research was conducted in the island province of Biliran. located in the Eastern Visayas region of the Philippines The study's respondents were one hundred (100) online buyers or shoppers. This investigation used the researcher-designed survey questionnaire as the primary tool for data collection. The permission to conduct the study was obtained from the mayors of the municipalities of Almeria, Biliran, Cabucgayan. Caibiran, Culaba, Kawayan. Naval, and Maripipi. The survey questionnaire was administered using the Google form since it was easy to reach them using their email or Facebook Messenger account. Statistical analysis used for data analysis were frequency count and the percentage, weighted mean, and Chi- square test of independence. Ethical principles of beneficence, non-maleficence, justice, and autonomy were observed throughout the study.

The findings whow that most of the respondents were 2-29 years old, females, single, college level, and earned less than Php 10,000.00 monthly. The respondents' most preferred shopping applications was Shopee to purchase apparels when needed to save time. The e-commerce platform/sytem and mobile applications' usability, reliability, and customer service highly influenced consumers' buying behavior towards online shopping. There is no significant relationship between the respondents' profiles and their responses on the factors influencing their consumer buying behavior towards online shopping. For success in the online selling business, the sellers need to understand the dynamics of how consumers make purchase decisions while shopping using the e-commerce platform so that they can devise appropriate strategies to cater to online shoppers effectively. The online buyers from rural communities were not only concerned with the varieties, design, functionalities, features, and even the price of the products that are offered for sale at the e-commerce site or mobile applications but with the utility of the user interface, the credibility of the transaction process, and quality of pre and post-sale customer service.

English