Consumer Attitudes toward Facebook Marketplace, Lazada, and Shopee

and Its Relationship to Consumer Shopping Practices

Prince AJ Catubig

12 CSS - B
 Review of Related Literature and Studies

The prevalence of Information and Communication Technology, or ICT,

indeed makes the lives of everyone easier. The development of web

technologies is a factor for individuals to experience convenience in this day and

age (Niu, 2013). Also, the communication process became faster due to the

progression of ICT. People use internet for functional purposes such as to obtain

information, socialize, entertain, connect, shop, and/or even to engage with

businesses online. Moreover, the development of internet media provides a

mounting possibility for the world of E-commerce (Delafrooz, 2009). Today,

electronic commerce, or E-commerce, is one of the hottest trends. It is the term

used for electronic commerce that means engaging with transactions online

through the use of electronic systems.

Online shopping seems to be a huge trend in the world (Zhao, 2015). Unlike

before, e-commerce gives people an opportunity not to exert too much effort on

purchasing their needs and wants. By means of E-commerce, dealings and

transactions do not necessarily need to be done physically and could be

successfully completed over the internet. Through simply surfing or browsing

over the internet, online transactions are made possible.

Purchase intention refers to a mental state that reflects the consumer’s

decision to acquire a product or service in the immediate future (Howard, in

Alcañiz et al. 2008). In the context of virtual shopping, this would be the decision

to use the internet as a new shopping channel (Alcañiz et al. 2008).

Vijayasarathy (2002) said that shopping, which includes purchase, also

encompasses the acts of browsing, comparing, evaluating and decision making.

Brand/fashion consciousness is a tendency of consumers to be oriented on

brand name or fashion trends. Seock and Bailey (2008) found that brand/fashion

consciousness was significantly and positively related to both information

searches and purchases online. Consumers with brand/fashion consciousness

may visit apparel websites to check the latest styles and new fashion trends. If

they find the products they like, they may purchase those items online.

H1: Brand/fashion consciousness has a positive effect on intention to shop

for fashion products online.

Price consciousness is a tendency of consumers to be oriented on price

when shopping for clothes. Seock and Bailey (2008) found that price

consciousness was positively related to information searches online, but

negatively related to the purchases of apparel items online. Consumers with

price consciousness are concerned about price and, therefore, pay a great deal

of attention to apparel prices. Consumers with price consciousness may visit:

iternet web sites to find out about sales or promotional deals or to compare

prices from different companies’ websites. Similar to that result, Vijayasarathy

(2003) found that this orientation was significantly and positively influencing

internet shopping intention.

H2: Price consciousness has a positive effect on intention to shop for

fashion products online.

 Buyers are unlikely to engage in online shopping without sufficient trust

toward the seller (Hoffman, McWilliams and Saveri, 1999). Gefen, Karahanna

and Straub (2003) also acknowledged that consumers with repeat purchases

often possess more trust towards the seller, and perceive the website to be more

useful. Thus, trust is crucial during online business transactions, which is

regarded as the foundation of trade. If the online seller is trustable, perceived

usefulness will occur (Festinger, 1975). Previous findings suggested that the

continuance intention to purchase of consumer is influenced by trust. It is found

that the level of customer’s trust is affected by perceived usefulness (Eriksson,

Kerem and Nilsson, 2005). However, some researchers disagree that trust will

affect the purchase intention of consumer. The more experience consumers have

on purchasing online, the lower the risk, therefore the higher tendency of

participating in online purchases (Miyazaki and Fernandez, 2001). Moreover,

Ganesan (1994) has stated that sellers are more trustworthy among customers,

when they are perceived to have the ability to deliver what have been promised.

Therefore, trust will occur if the website is found to be useful. Çelik and Yilmaz

(2011) have found that the impact of trust on perceived usefulness is rejected. To

provide further empirical evidence, first hypothesis for the study is developed as

follow:

H3: Trust is positively related to perceived usefulness.

Based on previous researches (Davis et al., 1989; Venkatesh, 2000), the

most consistent variable to test for continuance intention is perceived usefulness.

Additionally, positive relationship between perceived usefulness and enjoyment is

presented (Davis et al., 1989). Moreover, Al-Maghrabi and Dennis, (2011) has

posited that a useful website is often used, further being introduced to friends

and family. Thus, usefulness is considered as an influential tool to improve social

influences on user’s intention towards continuance of purchase on the internet.

Although the importance of friends may not be affected, perceived usefulness do

have a high chance on encouraging current users to spread the word-of-mouth,

which leads to an increase in intentions of continuance. Childers et al., (2001)

has found out that perceived usefulness is an important factor for online

shopping, following the utilitarian benefit for consumers to engage in online

shopping. The attitudes of consumer will also influence the website’s usefulness

and truthfulness in providing information; users may then recommend the

website to others if they consider it to be useful (Bhattacherjee, 2001b). However,

there are studies on technology acceptance model (TAM) between perceived

usefulness and consumer’s intention that are not significant (Gefen and Straub,

2000; Hassanein and Head, 2007). As such, there is a need to investigate the

relationship between perceived usefulness and continuance intention further, with

the second hypothesis as follow:

H4: Perceived usefulness is positively related to increasing customer

continuance intention to purchase online.

Time is also perceived as one of a factor that relates with intention to

purchase in a shopping context. It is believed that consumers have their own

perception of time, whether or not to shop from the internet. According to Hansen

and Jensen (2009), accomplishing the shopping trip as soon as possible refers to
the time-saving oriented consumers and they prefer store choices favoring quick

shopping; people who dislike shopping and approaching for time saving retail

stores refers to the economic shoppers or known as “problem-solvers”.

This study aims to establish a preliminary assessment, evaluation and

understanding of the characteristics of online shopping in Malaysia. The Chi-

squire test was used to determine the relationship between current online

shoppers and demographic variables. Samples t-test was then used to compare

the mean differences between current online shoppers and non-online shoppers.

Then, correlation coefficient matrix was employed to determine the degree of

correlation between future online shopping and issues concerning online

shopping. The study revealed that online shopping in Malaysia is significantly

associated with the Chinese ethnic group, university degree holders and credit

cards or chequebooks owners. The results also indicated a significant mean

difference between online shoppers and non-online shoppers in gathering

product information and comparing price of goods and services before a

purchase decision. Results also indicate that this group of non-online shoppers

constitutes more than 60% of the total number of online consumers in Malaysia,

implying a huge potential of online shopping to online retailers. In conclusion,

online consumers in Malaysia still lack confidence and trust in utilizing the

Internet as a shopping channel. They are mainly concerned about issues related

to privacy and trust when dealing with online retailers. These issues, if left

unchecked, will have a detrimental effect on the future growth of online shopping

in Malaysia.
 In the Philippines, e-commerce is mostly being implemented by major

retailers and multinational corporations for bank-to-bank exchange. A number of

Business-to-consumer transactions have emerged through the years such as

auctions, online shopping, and online banking (Lacson, Pasadilla, 2006). This

just shows that Filipino businesses welcome this new opportunity in selling goods

since 16% of the population is using Internet. This new marketing strategy will

not only benefit those big companies but also the small businesses who cannot

afford to advertise their products. Just by creating a website in a very affordable

cost would make the business grow in terms of sales and enhance the company

image as well.

Philippine firms have yet to fully tap the potentials of e-commerce that will

help them to compete in domestic and global markets. In the process of

preparing themselves to conduct e-commerce, these firms will be changing the

way they do business. These changes are expected to have an impact on the

welfare of Philippine workers. Most efforts to measure the economic effects of e-

commerce—including those on workers’ welfare—have focused on the U.S. and

Europe, who are considered to be the leaders in e-commerce. (Roberto, 2002) In

general, it discuss the changes in the nature of work from the front to back office

is likely within the sectors performing services Employment demand for these

industry, they may be focused away from agents and blue collared workers,

toward higher management and executive staff.

As Filipinos entered the 21st century, local e-commerce transaction

reached Php 1 billiion. It shows that there’s at least one billion transaction sales
growth annually. If this trend continues, figures can reach up to Php 20 billion as

more businesses conduct online transactions. If significant economic growth

takes place in the next 10 years, these estimates may even double or triple

(Toral, 2004).

One indisputable benefit of e-commerce is its ability to reduce transaction

costs. For consumers or buyers, this is most likely to take the form of lower

search costs and better information on products and prices. There could be

drastic savings in production and delivery costs of electronic or digital goods as

well. (Lee, 2006)

Information and Communication Technology (ICT) has become and will

continue to be an integral part of the day-to-day life of every Filipino across all

levels of our society. The occurrence of communication technology around the

world necessitates that government get on a cohesive and coordinated strategy

on how to prepare its citizens to survive, live and thrive in a digital world.(The

Philippine Digital Strategy Transformation 2.0: Digital Empowered Nation 2011)

The main objective of the paper is to have a competitive society where everyone

has a reliable, affordable and secure information access in the Philippines.

It also states that in the Philippines, the study showed that around 70

percent of consumers first make a research of their purchases online even if they

purchase offline. This trend shows the potential of growing the business by going

online.It is related to the study because it informs businesses that online

advertising is very effective. It also shows that whether small or big businesses,
they can easily have the benefits of online advertisements of reaching users at a

time of relevance anywhere Local Study.

Online shopping is one of the most widely used words in the business

world. It is very common in developing and developed countries. Now virtual

store, market space are very commonly used word. In Bangladesh during last

five years online shopping has grown very fast. There are lots of online shopping

website has been developed like cell bazaar, bikroy.com etc. In the past decade,

there has been a dramatic change in the way consumers have altered their way

of shopping. Although consumers continue to purchase from a physical store,

consumers feel very convenient to shop online since it frees the customer from

personally visiting the store, online shopping has lots of advantages like it saves

time, energy of the consumer while buying (Williams, Bertsch, Wiele, Iwaarden &

Dale 2006). In case of online shopping buying decisions can be made on home

by comparing the products with the competitor’s products with lots of variety. As I

mentioned earlier that online shopping provides lots of advantage, among all the

advantage two advantage is most important or these two advantages is

noteworthy, one is lots of product variety and availability of much supplier so that

price advantage can be prevail in the online shopping. There are a lot of

differences between the online marketing and traditional marketing because

online marketing provides one to one communication which means that the

marketer will market the product to one customer round the clock on the other

hand traditional marketing is done through one to much communication system

(Johnson, Gustafson, Andreasson, Lervik & Cha 2001). In case of online

marketing marketer must be trained because traditional marketing and online

marketing is not same as I said before. If a company goes online or adopts online

shopping for the first time, it must be very cautious and its communication

strategy must be different from the traditional one. As we all know internet makes

life easy and innovative so online shopping will also makes our life easy and

comfortable as online shopping is done through internet. In the 21st century trade

and commerce has been so diversified that if a marketer wants to do business he

must be diversified, online shopping has increased the amount of trade

throughout the whole world(Johnson, Gustafsson, Andreasson, Lervik & Cha

2001). As I have said earlier internet is the source of innovation so online

shopping will paves the way to make innovative idea in case of online shopping.

Reference
 https://www.google.com/url?

sa=t&source=web&rct=j&url=http://lpulaguna.edu.ph/wp-content/uploads/2018/12/2-

COMMUNICATION-

TOOLS.pdf&ved=2ahUKEwi7g86hp_DjAhXQZt4KHW15CCUQFjAAegQIAhAB&usg=AOvVa

w2_Mo_Z-wvmRtnDEOSqlnuw

https://www.researchgate.net/publication/228434736_E-

Commerce_A_Study_on_Online_Shopping_in_Malaysia

https://www.researchgate.net/publication/279576548_The_Effects_of_Shopping_Orient

ations_Consumer_Innovativeness_Purchase_Experience_and_Gender_on_Intention_to_

Shop_for_Fashion_Products_Online

https://www.google.com/url?

sa=t&source=web&rct=j&url=https://pdfs.semanticscholar.org/0e40/cbda78c885191cce

a96a851c9f58f50cb4df.pdf&ved=2ahUKEwi7g86hp_DjAhXQZt4KHW15CCUQFjADegQIAR

AB&usg=AOvVaw3RNxHZSazR2e6wY5uy2Lli&cshid=1565167857580

https://www.scribd.com/document/263255261/Review-of-Related-Literature-and-

Studies

https://www.google.com/url?sa=t&source=web&rct=j&url=http://www.diva-

portal.org/smash/get/diva2:1309560/FULLTEXT01.pdf&ved=2ahUKEwioifjknfDjAhWG-

mEKHRsoCkkQFjAGegQIARAB&usg=AOvVaw1aP_E3wyIzy5B5Z7nFPm4p&cshid=1565170

056456
https://www.researchgate.net/publication/309187379_CONSUMER_PERCEPTION_AND_

PURCHASE_BEHAVIOR_ON_ONLINE_SHOPPING_AMONG_STUDENTS_IN_MINDANAO_U

NIVERSITY_OF_SCIENCE_AND_TECHNOLOGY

https://www.ukessays.com/essays/marketing/literature-review-of-online-purchase-

intention-marketing-essay.php

https://studymoose.com/related-local-and-foreign-literature-essay

https://www.questia.com/library/journal/1P3-3333088491/a-study-on-online-shopping-

experience-and-customer

https://www.google.com/url?

sa=t&source=web&rct=j&url=http://admin.umt.edu.pk/Media/Site/SBE1/SubSites/JMR/

FileManager/JMR/Paper_1.pdf&ved=2ahUKEwiA0PKyv_DjAhVQMd4KHXx6ATc4ChAWM

AZ6BAgGEAE&usg=AOvVaw07JnKaKgr3xu6lNV4zr8fc

https://www.tandfonline.com/doi/full/10.1080/23311975.2018.1514940

https://www.google.com/url?

sa=t&source=web&rct=j&url=https://pdfs.semanticscholar.org/bd3d/58fc3884bd01d66

edb5a28c1d662f37c0153.pdf&ved=2ahUKEwjsv4Txv_DjAhUt7GEKHWHsCDE4FBAWMAB

6BAgDEAE&usg=AOvVaw1rIXYVFosABfWASe8aWC1t
https://www.google.com/url?

sa=t&source=web&rct=j&url=http://studentsrepo.um.edu.my/3226/5/Chapter_2.pdf&v

ed=2ahUKEwjsv4Txv_DjAhUt7GEKHWHsCDE4FBAWMAR6BAgBEAE&usg=AOvVaw1XleN8

4aVk4JwExl6VN5kG

https://www.google.com/url?

sa=t&source=web&rct=j&url=http://www.sciedu.ca/journal/index.php/jbar/article/view

/11668/0&ved=2ahUKEwiYvfStwPDjAhVEZt4KHYqGD8w4HhAWMAN6BAgFEAE&usg=AO

vVaw1lhvFyHMcY8P8AXr5mbNr7