Exploring the Characteristics of Millennials in Online Buying Behavior

Online Shopping has become an important medium for sales and marketing transaction. In fact, many people are switching from the traditional form of trading goods and now joining the Online Shopping craze. Businesses are taking advantage of this opportunity to introduce their products to the market and to expand their reach. Philippines is the third highest in the Asia Pacific countries which was seen patronizing the platform of buying products online. However, it was also perceived that there is a high percentage of Filipino buyers who are not a fan of Online Shopping. This research studied and explored the factors that affect the buying behavior of the consumers and aimed to investigate the relationship of the factors of online shopping and the consumer purchase decision process. The researcher settled to use the descriptive research approach using random sampling to see the current situation of “what it is” today. The results revealed that consumers consider the factors such as Sales promotion, Advertisement, Social environment, Feedback, Logistics, and Payment process and that they undergo process of Consumer Purchase decision making. Using Pearson Correlation Coefficient or Pearson’s R the researchers found out that there is a significant relationship on the factors in online shopping and Consumer Purchase Decision Process. Thus, online business must take into consideration these factors in designing and implementing their online shops to experience sales growth.

Keywords: Buying Behavior, Consumer Purchase Decision Process, Logistics, Online Shopping, Promotional Strategy