Shopping and Patronage of Online Customers

Abstract

The advent of the internet has given rise to the new era of e-commerce which is the trading of information, goods, and services via the internet leading to the growth of online shopping or e-shopping (Klakota & Whinston, 2008). Online business has grown very fast due to numerous preferences related to purchasing on the web due to lower transactions and inquiry costs when contrasted with different types of shopping. Through online shopping, consumers can purchase more quickly, have more alternatives, and order products and services with relatively minimal value (Cuneyt & Gautam, 2004). Along these lines, Marketers have painstakingly examined the consumers' behavior towards online shopping and spent billions of dollars to facilitate all the demographics of online customers.

This study aimed to determine the effectiveness of online shopping and patronage for online stores, specifically among customers of the Philippines e-commerce giant website- lazada.com.ph, and to identify those variables that satisfy them and increase their patronage. This should enable online store merchants to identify the most effective ways of closing gaps between effectiveness and patronage of online customers and choose which gaps to focus on.

The outcome of this study will be necessary to online marketers, sellers, and investors in that it will help them formulate policies, frameworks, and marketing strategies that will enhance online shopping penetration and its effectiveness in the Philippines. Additionally, findings from this study may also help retailers improve the quality of their services to consumers. The study may inevitably add knowledge to the research area of online shopping and e-commerce in the country by providing an up-to-date assessment of the sector.