Factors affecting online purchase and decision-making style of consumers

Abstract

This study identified the significant influence of factors affecting online purchase on consumers' decision-making. The research design used was non-experimental utilizing the descriptive correlation technique with 200 online shoppers in Digos City as respondents. Mean, Pearson r and Linear Regression were the statistical tools used for the data treatment. Results showed a high level of buyers' perception on online purchase such as website design and reliability/fulfillment while moderate in terms of website customer service and privacy/security. Results also presented a high level of consumers' decision-making style in terms of price, quality consciousness and variety seeking, and a moderate level in terms of recreational and novelty consciousness. Moreover, there was a significant relationship between online buyers' perception and consumers' decision-making style. However, when taken individually, none of the indicators of online buyer's perception significantly influenced the decision-making style of online buyers but if combined and taken as a whole, they denote significant influence. Therefore, the results inferred that as the website design and contents inreases in its quality and effectiveness, buyers tend to engage with online purchase. Keywords: business administration, online buyers' perception, decision- making, Philippines.