Track: Undergraduate Student Paper Competition

Abstract

Nowadays, Filipino online consumers are turning towards e-Commerce for retail acquisition, especially in the pandemic where Micro, Small, and Medium Enterprises or MSMEs are affected. MSMEs make up 99.5% of the total businesses in the Country. Due to the pandemic, most MSMEs in the Country faced adversities that resulted in temporary closures or running on limited operations in compliance with the government protocols imposed for restricting the spread of the virus. The proponents focused on the Wholesale and Retail sectors since they are the most affected by the setbacks brought on by the pandemic. Hence, the study aims to identify the significant factors affecting consumers’ purchase intention. The results gathered are analyzed using Exploratory Factor Analysis to assess the underlying factors present in the study. A total of thirteen (13) variables were selected from the review of related literature. Exploratory Factor Analysis revealed that only nine (9) variables were significant. Moreover, the nine variables were divided into two (2) resulting factors. The two resulting underlying factors were analyzed based on the relationship of the variables under these factors and were named Present Hedonism & Platform Reliability through Thematic Analysis. The proponents utilized Analytic Hierarchy Process to determine the designated weights per variable under the two factors to complete the e-Commerce marketing decision matrix tools. The e-Commerce marketing decision matrix tools would help MSMEs maximize their digital footfall and profits.