Question 1 Transcript Excerpt Codes Themes

Participant 1 I will look at the Review and Customer Review

reviews… Feedback Seeking

Participant 2 …Or feedback’s

of the first buyers
if ever there are
any worst
negative
feedback’s.
Participant 3 The factor I Store Imagining Product
consider before Information
purchasing are

product
information,
prices and
reviews
Participant 4 The first thing Product Product Features
that I always look Presentation
are the
presentation,
color and
the fabric that
can be seen in
the pictureif it
is a
clothing.
Participant 6 The first factor Review Seeking Customer Review
that I check is the
reviews from
other customer
Participant 7 For me, the factor
I consider

to
determine

the product’s
quality is based
on the comments
and rate of
the seller.
Participant 8 The factors that I Money Wise Product Benefits
used to
consider
before
purchasing a
product are, if it’s
worth the money,
if it meets
my
satisfaction as
well as my needs,
and of course the
quality of
the product itself.
Participant 9 Factors to Brand Name Product Quality
determine the
products quality
is its brand, the
more
famous brand the
better quality.
Participant 10 I read reviews, Security Source Legitimacy
but I’m careful
about which
website’s
reviews I
read
because
manufacturers
are
known to game
the system
Question 2
Participant 1 All I can do is to Forcibly Force Buying
use
accepting
 the product the fact
even though
the quality is
not that good.
Participant 2 I will rate them 2 Negative
stars out of 5 or Experience
I
won’t purchase
from their store
again.
Participant 3 By leaving a Leaving a review Customer Review
review of the to help others
product that may
help other
customers and
may also prompt
the seller to
take action
Participant 4 For me it is a Lesson learned
lesson learned
that I should
carefully look up
for
the reviews
Participant 6 I f the product Leaving a review Customer Review
does not meet my
expectations, the
first thing I will do
is to leave a
review because it
is a
site.
Participant 7 I will return it to Product Complaint Product Reviews
the seller and
make a
complaint of
the
product delivered.
Participant 8 For sure I will get Disappoint
disappointed and ed
will not purchase customer
again
the product.
Participant 9 If I received a Lesson Learned Force Buying
product with poor
quality, I can’t do
anything but to
accept it since I
cannot return it,
but will make
sure I won’t
purchase again to
the same store.

Participant 10 I only buy from Refundable offers Product

websites that Refundable
offer refunds or
returns. I return
the product for a
full refund if it
doesn’t meet my
expectations.
Question 3
Participant 1 I really look at Review Seeking Customer review
the reviews and
whether
 the product is
really good and
the comments of
those who
bought it.
Participant 2 Feedback’s
and reviews.
Participant 3 Reading the Product Product Features
product Presentation
description
including the

specifications,
features and
benefits to ensure
that the product
meets
my needs

and
expectations
Participant 4 I will look for the Review Seeking Customer Review
reviews

and
feedback of the
store
Participant 6 As I have
mentioned in the
first question,
reviews from
other customer is
important
before you
purchase the
product.
Participant 7 In my case, I
would prefer to
ask a friend who
has already
purchased the
same Item that I
wanted to
buy too.
Participant 8 I only rely
on feedback
from other
customers.
Because of their
feedback, you
can tell if the
product they
advertise online
is accurate.
Participant 9 Measures to
 ensure that the
products will
meet

my
expectations is
that its reviews of
the customer
of the said
product.
Participant 10 First I make sure Money wise Product Benefits
I’m buying
something that I
really need,
because I don’t
go shopping for
fun. After I
determined that I
really need it, I
find the highest
quality product
that I expect to
last a long time,
preferably for
my entire life.
Question 4
Participant 1 In all products Security Source Legitimacy
and industries,
you should be
extra
 cautious so that
you would not be
scammed and if it
is worth buying.
Participant 2 Yes, you should Product Quality
see if the goods
are of good
quality so that
you don’t get
scammed.
Participant 3 Yes, there are Caution on Product Quality
several Product
product
categories where
its important to
exercise caution
and pay extra
attention to
quality when

shopping
online

example
beauty products,
when shopping
for beauty
products online
I'm cautious
about the
authenticity of the
product I am
purchasing
Participant 4 When buying Caution on Product Quality
online it is Product
expected to be
extra cautious to
the products and
industry that we
will choose
from
Participant 6 Actually, If from Caution on Product Quality
online shopping, I Product
always cautious
of what I buy
because I cannot
see the physically
before I buy
the
product , so I
should be
cautious.
Participant 7 For me, the Product Place
product that has
been made in
China has a
cheaper price
Participant 8 There is,
especially if the
product is made
in China.
Participant 9 I’m not being Caution on
biased nor Product
discriminating but
Shoppee it gives
me a hard
time or
caution whenever
I see a product
that
interests me.
Participant 10 I’m very careful Purchase Decision Product Features
when buying
vitamins and
supplements,
because

the
ingredients
of supplements
are not
 required to be
inspected by the
FDA. So I only
buy vitamins

and
supplements that
have been tested
by third party
labs.
Question 5
Participant 1 The more their Store reputation Market Appeal
reputation is
good. The more
their store
is reliable.
Participant 2 I can say that it is Review Seeking Customer Review
good if they have
sold a lot and
the
reviews are good.
Participant 3 When Store reputation Market Appeal
considering
purchasing from
a seller it is
generally a good
idea to research
the sellers
reputation
and history by
checking the
sellers feedback’s

and various
marketplaces or
review sites. A
well
established seller
reputation will
most likely
provide high
quality product
and services and
offer good
customer support
Participant 4 The better the Store reputation Market Appeal
reputation the
more likely I will
receive a good

product because
the seller is
already
trusted.
Participant 6 The odds of
me
 choosing a
well-
established
reputation of a
seller is high
because if the
seller has a well-
known reputation
and I have basis
from reviews of
other
customer , of
course
I will buy
their product.
Participant 7 The rate of the Store rating Positive Reviews
seller, how high
the rating
is, if there is a
lot of good
feedback
Participant 8 The odds of Review Seeking Customer Review
choosing a seller,
for me it’s
 giving

hundred percent
trust and relying
on the feedback
as
well.
Participant 9 To ensure Review Seeking Customer Review
legitimacy of the
seller or the store
is the reviews of
the customer,
that’s one of the
odds that I can
consider
before purchasing.
Participant 10 72%
Question 6
Participant 1 I will search for a Compare Products Purchase Decision
similar product Making
that I want to
buy and
compare the two.
Participant 2 I looked for
another store that
sells that specific
product and
compared the two
Participant 3 The quality price Product Product Features
and features Presentation
Participant 4 The first thing
that I consider is
the price if it is
worth it to have
basing on the
picture of the
provided by
the seller
Participant 6 My first options to Review Seeking Customer Review
consider is the
price if fits the
product itself and
most commonly

the customer’s
reviews
Participant 7 I would consider
if the products
have a lot of good
feedback and
Proof of
purchase that is
good
quality
Participant 8 The options that I Product Product Features
consider Presentation
 before choosing a
product are its
quality and
price.
Participant 9 The feedback's Store Image Good Market
and the fame of Reputation
the shop.
Participant 10 My motto is use it Motto Affect Boost Customers
up, wear it out. Satisfaction
Make it do, or
do
without.
Question 7
Participant 1 Their product Store rating Boost Customer
has been Loyalty
bought
by
 many and can be
trusted.
Participant 2 It has nice Review Seeking Customer Review
feedback’s and
high sales.
Participant 3 The Product Product Features
characteristics Presentation
that captivates
me to purchase a
product are the
quality, value
for money and
the brand
reputation
Participant 4 One of the Product Product Features
characteristics of Presentation
the product or
store that attracts
me are the
presentation of
the product
wherein it will
always look fresh
and clean
Participant 6 The Product Quality Customer Loyalty
characteristics of
a store that
captivates me
usually is the one
that has the
product that I
seek to
buy and with
good quality of
course
Participant 7 For me, the Product Product Features
brand and the Presentation
quality of that
product and its
uses.
Participant 8 Well for me, the
ads or how they
present the
products and the
quality with nice
deals.
Participant 9 The
characteristics
that captivate me
to purchase a
product or seller
is that the
marketing , how
they show or
introduce

their products to
 the market or to
the
possible customer.
Participant 10 I don’t purchase N/A N/A
“product/
store captives’’ so
I can’t answer
this question
Question 8
Participant 1 Sometimes I get Doubt on Quality Product Quality
nervous because
of the quality and
if is it
worth buying.
Participant 2 Sometimes I feel Doubt on Quality Product Quality
nervous because
I’m not sure if
their store
or product is good.
Participant 3 Products of Unknown Origin Source Legitimacy
unknown origin
can be risky as
 I may not know if
the product is
genuine or if it
has been
produce ethically
and sustainably
Participant 4 There are times Purchase Decision Customers
when I will Making Decision
hesitate to
purchase

their product but

there are also
times where in
my
curiosity gets the
best of me to the
point that I want
to try purchasing
their
product
Participant 6 If unknown origin Review Seeking Customer Review
of products, I
usually doubt to
buy it or not
because I cannot
see the reviews
and
there’s no
reference to base
from.
Participant 7 Kinda, scared Product Choice Customers
too. Especially Decision Making
when it’s food.
But, only goods
for me if it’s non-
food. It’s not
cheap but it
can be used
Participant 8 Every time I Review Seeking Customer Review
came across a
product that is
unknown to me, I
usually hesitate if
the product is
legit.
But recent
feedback is a big
help in deciding
whether to
purchase it or
not.
Participant 9 Of course I would Purchase Decision Customer Decision
have Making

second thoughts
 on
purchasing

the product, but

then my curiosity
will push
me to purchase
the product.
Participant 10 I feel bad about Brand Name Brand Popularity
products with an
unknown origin. It
makes me feel
sad
and depressed.
Question 9
Participant 1 Some of the red Product Difference Lost Customer
flags in the Loyalty
products are they
appear big in the
picture but in
reality they are
small.
Participant 2 The red flag is Negative Lost Customer
that its expensive Experience Loyalty
but
the
 product is not
good.
Participant 3 The cheaper or Lack of product Negative Market
lower price, lack engagement impact
of product
information and
poor
reviews
Participant 4 Some red flags Misleadi Negative Market
are about the ng impact
misleading informati
product on
information that
will make you
expect that I will
be like
what you see
when it arrives
Participant 6 Common red Seeking review Customer Review
flags are reviews
from other
customers and
the ratings they
give.
Participant 7 I don’t see a red Seeking Review Customer Review
flag if it has a lot
of good feedback.
Especially when it
is useful to use.
Participant 8 The common red Negative Lost Customer
flags are negative Experience Loyalty
feedback,

less information
about the
product, and
fewer
buyers.
Participant 9 Common red Seeking Review Customer Review
flags about the
products that
seem to appear
of good quality
but do not, again
it
would be
the
customer reviews
on the product.
Participant 10 Is the brand Brand Origin Product Quality
Chinese? I avoid
Chinese brands
because they are
frequently knock
offs and not as
good as brands
from other
 countries.
Question 10
Participant 1 They are willing Communication Customer Service
to communicate
with those who
buy their
products.
Participant 2 High sales and High Sales Boost Product
good feedback. Sales
Participant 3 Customer Communication Customer Service

services,
Transparency
and
Authenticity
Participant 4 One criteria is
there willingness

to communicate
with their buyers
using
their
personal
accounts and
 numbers or
by
showing

courtesy
towards its
customers
Participant 6 My basis for the Store Rating Boost Customer
criteria to Loyalty
evaluate is the
numbers of the
store’s followers
and
reviews.
Participant 7 By evaluating the Review Seeking Customer Review
seller’s credibility,
I prefer shopee
for that.
Because,I don’t
see much bad
feedback on
that platform.
Participant 8 The criteria that I Review Seeking Customer Review
used to evaluate
the reliability and
quality of online
sellers are nice
feedback from
recent

customers and
addressing your
concern about
the
product or service.
Participant 9 The criteria I will Review Seeking Customer Review
use to evaluate
the reliability and
quality of online
sellers strategist
that the quantity
of the product
they have
sold and the
reviews of the
costumer.
Participant 10 I only buy from Trusted Store Customer Loyalty
business I trust
that I have
bought from for
many years
without any
problems, and I
avoid buying from
third party sellers.
Large businesses
 have an incentive
to keep me as a
loyal customer,
and they known I
will return the
product if it
doesn’t meet my
expectations. A
third party seller
may not offer
refunds and
exchanges, so
they are incentive
to sell me a
cheap or fake
product. So I
don’t
buy from them.

The codes assigned from different segments of the participants in the column
categorized by Review and Feedback Seeking, Store Imagining

Product Presentation, Review Seeking, Money Wise, Brand Name, Security,

Forcibly accepting the fact, Negative Experience, Leaving a review to help others,
Lesson learned, Leaving a review, Product Complaint, Disappointed customer,
Refundable offers, Product Place, Caution on Product, Purchase Decision, Store
reputation, Store rating, Compare Products, Motto Affect, Product Quality, Doubt
on Quality, Unknown Origin, Purchase Decision Making, Product Choice, Brand
Name, Product Difference, Negative Experience, Lack of product engagement,
Misleading information, Brand Origin, Trusted Store, Communication and High
Sales.

Theme

After distinguishing the codes, it will examine what themes exist. Thus, codes
have an overarching theme. These are the themes: Customer Review, Product
Information, Product Features, Product Benefits, Product Quality, Source
Legitimacy, Force Buying, Customer Review, Product Reviews, Force Buying,
Product Refundable, Market Appeal, Positive Reviews, Purchase Decision
Making, Good Market Reputation, Boost Customers Satisfaction, Boost Customer
Loyalty, Customer Loyalty, Customers Decision, Brand Popularity, Negative
Market impact, Lost Customer Loyalty, Customer Service and Boost Product
Sales.