Review of Related Literature

Based on the study conducted by Dulay et al. (2022), it has been found that most Filipino

consumers look forward to making their online purchases worthwhile by trying to search for

every detail of the product they are planning to buy online, regardless of whether it is within or

outside the platform, before concluding in making the online purchase. Most of the factors that

are influential to consumers’ buying behavior are the products’ details, specifically brand, price,

and quality. These are checked by consumers before making a purchase through online means,

specifically Lazada and Shopee, two major online shopping platforms focused on by the study.

On the other hand, according to So (2019), there are also other factors affecting

consumers’ purchasing behavior. Personal, social, cultural, and psychological factors are some of

the factors that were given significance among those that affect buying behaviors of consumers.

In addition, a person’s age, work, economic circumstances, identity, and habits also affect how

customers prefer the products they buy online. However, at the outset, the buyer or consumer

attempts to discover what products he might want to spend on, but at the end just picks just those

products that have essential use to him, meaning the major factor affecting consumers’ buying

behavior is the essence and importance of those products to the buyer, preferring needs over

wants.

References:

Dulay, F. et al. (2022). Generation Y and Z Filipino Consumers’ Purchasing Behavior on

Electronic Products in Shopee and Lazada. 10.32996/jbms.2022.4.1.30

So, M. (2019). Filipino Consumers’ Behavior towards Online Shopping.

https://www.academia.edu/41199650/Filipino_Consumers_Behavior_towards_Online_Sh

opping