Consumer behavior: Factors affecting online shopping in Metro Manila

This research project aimed to identify the following: (1) the factors that influence consumers to shop online, (2) the attributes that affect consumer satisfaction, and (3) the factors that contribute to the promotion of online shopping. It also aimed to study how to retain the active online consumers while converting those consumers patronizing the brick-and-mortar businesses. The researchers limited the study on Metro Manila consumers aged 15 to 40 who have experienced online shopping and the potential ones. Survey forms were distributed randomly to qualified respondents in Metro Manila. The results were recorded through the use of Microsoft Excel. The researchers used Multiple Regression to identify the factors that affect online shopping behaviour. The researchers also used Pearson\u27s r correlation to determine if there is a relationship between the importance and satisfaction of the attributes. The results showed that only a small percentage of the online behaviour is explained by the given attributes. Based on the results, the relationship between the importance and satisfaction of the product, service, and payment attributes is moderate, positive while the relationship between the importance and satisfaction of security attributes is weak, positive. The group recommended the online sellers to focus on product information, delivery time, response time, ease of use, privacy of personal information, and security of information to satisfy and retain current and loyal customers also gain more potential customers