The hardbound thesis copies can be found in the following:
- National Library of the Philippines and,
- Graduate School of Polytechnic University of the Philippines.
- (PDF) Academia.edu.
Overview:
The main objective of the study was to identify the factors that affect the consumer buying behavior on mobile app marketplaces and gauge how it affects the online shoppers. Moreover, the research aims to assess the level of perception on these factors between the two largest buying group which are the Millennials or Generation Y (20 – 35) and Generation X (36 – 55). The study specifically aimed to address the following concerns: (1) the profile of the Filipino online shoppers on mobile app marketplaces; (2) Mobile app shoppers’ assessment on the factors that affect the consumer buying behavior; and (3) the level of agreement on the perception of consumer buying behavior between the Millennials or Generation Y and the Generation X. Descriptive type of research design was used to describe what is going on and what exists through relational questions, was the methodology used. A total of one hundred and twenty (120) respondents were chosen using purposive sampling that consists of online shoppers of Lazada and Zalora shopping mobile app, were obtained for the evaluation of the study. Results showed the respondents’ level of perception on the different factors that affect the consumer behavior towards online shopping on mobile app marketplaces.
The following are recommended: Create a customized marketing communication for different age group as well as segmenting bargain seekers and high spenders. They must focus on customer satisfaction, keep reliable merchants and increase the influence power of the referral group. Lastly, we suggest to further optimise the platform by adding sort by highest rated item according to customers who previously brought the item.
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