Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines

Queency Marie Aquino; Rose Atonette Domingo; Lea Mae Pascua; Rohnieleenn Tabotabo; Irish Kate Ragual; Randy Rivera Peralta

doi:doi:10.11648/j.sjedu.20261401.11

Research Article |

| Peer-Reviewed

Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines

Queency Marie Aquino

, Rose Atonette Domingo

, Lea Mae Pascua

, Rohnieleenn Tabotabo

, Irish Kate Ragual

, Randy Rivera Peralta^*

Published in Science Journal of Education (Volume 14, Issue 1)

Received: 11 May 2025 Accepted: 2 July 2025 Published: 31 January 2026

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Abstract

This study explores the attitudes and behaviors of Business Administration students at the University of Cagayan Valley toward online shopping. The Philippines needs to understand student consumers because they use budget-friendly shopping methods while seeking convenient online shopping experiences during the fast-paced expansion of internet usage and e-commerce platforms. The Theory of Reasoned Action served as the framework for this quantitative descriptive-correlational study which analyzed how students shop online based on convenience and web design features and time efficiency and security measures and their demographic characteristics including age and sex and academic program and year of study and monthly spending amount. The research involved 200 students who studied Business Administration at different levels through convenience sampling. The research used a structured questionnaire to gather data which researchers analyzed by performing descriptive statistics and t-tests and correlation analysis. The findings revealed that the majority of respondents were 22-year-old, female, third-year students with a monthly allowance between PHP 3,000 and 5,000. Web design/features stand as the most important factor according to users who also value security and convenience and time-saving features. The students' general agreement about positive factors in their shopping choices became evident through their average score results. The statistical analysis showed that student background information created a strong connection between their preferred activities for online shopping. The research findings show that students base their shopping choices on their financial understanding and their experience with the platform and its convenience features. The recommendations establish protected e-commerce systems which provide users with simple access to platforms while promoting customers to plan their online shopping and teaching digital skills to people for improved purchasing choices and superior customer service. The research results deliver vital information which online businesses and educational organizations and future researchers must understand about student market actions during digital shopping in present times.

Published in	Science Journal of Education (Volume 14, Issue 1)
DOI	10.11648/j.sjedu.20261401.11
Page(s)	1-12
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2026. Published by Science Publishing Group

Keywords

Consumer Attitudes, E-commerce, Higher Education, Business Education, E-commerce Platforms

References

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[7]	Li, Y., García-de-Frutos, N., & Ortega-Egea, J. M. (2025). Impulse buying in live streaming e-commerce: A systematic literature review and future research agenda. Computers in Human Behavior Reports, 19, 100676. https://doi.org/10.1016/j.chbr.2025.100676
[8]	Li, L., Chen, X., & Zhu, P. (2024). How e-commerce anchors’ characteristics influence consumers’ impulse buying: An emotional contagion perspective. Journal of Retailing and Consumer Services, 76, 103587. https://doi.org/10.1016/j.jretconser.2023.103587
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[11]	Pascual-Miguel, F. J., Agudo-Peregrina, Á. F., & Chaparro-Peláez, J. (2022). E-commerce in the Philippines: Trends and challenges. Asia Pacific Journal of Marketing and Logistics, 34(3), 789–807. https://doi.org/10.1108/APJML-12-2020-1129
[12]	Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043
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Cite This Article

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APA Style

Aquino, Q. M., Domingo, R. A., Pascua, L. M., Tabotabo, R., Ragual, I. K., et al. (2026). Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Science Journal of Education, 14(1), 1-12. https://doi.org/10.11648/j.sjedu.20261401.11

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ACS Style

Aquino, Q. M.; Domingo, R. A.; Pascua, L. M.; Tabotabo, R.; Ragual, I. K., et al. Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Sci. J. Educ. 2026, 14(1), 1-12. doi: 10.11648/j.sjedu.20261401.11

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AMA Style

Aquino QM, Domingo RA, Pascua LM, Tabotabo R, Ragual IK, et al. Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Sci J Educ. 2026;14(1):1-12. doi: 10.11648/j.sjedu.20261401.11

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@article{10.11648/j.sjedu.20261401.11,
  author = {Queency Marie Aquino and Rose Atonette Domingo and Lea Mae Pascua and Rohnieleenn Tabotabo and Irish Kate Ragual and Randy Rivera Peralta},
  title = {Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines},
  journal = {Science Journal of Education},
  volume = {14},
  number = {1},
  pages = {1-12},
  doi = {10.11648/j.sjedu.20261401.11},
  url = {https://doi.org/10.11648/j.sjedu.20261401.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjedu.20261401.11},
  abstract = {This study explores the attitudes and behaviors of Business Administration students at the University of Cagayan Valley toward online shopping. The Philippines needs to understand student consumers because they use budget-friendly shopping methods while seeking convenient online shopping experiences during the fast-paced expansion of internet usage and e-commerce platforms. The Theory of Reasoned Action served as the framework for this quantitative descriptive-correlational study which analyzed how students shop online based on convenience and web design features and time efficiency and security measures and their demographic characteristics including age and sex and academic program and year of study and monthly spending amount. The research involved 200 students who studied Business Administration at different levels through convenience sampling. The research used a structured questionnaire to gather data which researchers analyzed by performing descriptive statistics and t-tests and correlation analysis. The findings revealed that the majority of respondents were 22-year-old, female, third-year students with a monthly allowance between PHP 3,000 and 5,000. Web design/features stand as the most important factor according to users who also value security and convenience and time-saving features. The students' general agreement about positive factors in their shopping choices became evident through their average score results. The statistical analysis showed that student background information created a strong connection between their preferred activities for online shopping. The research findings show that students base their shopping choices on their financial understanding and their experience with the platform and its convenience features. The recommendations establish protected e-commerce systems which provide users with simple access to platforms while promoting customers to plan their online shopping and teaching digital skills to people for improved purchasing choices and superior customer service. The research results deliver vital information which online businesses and educational organizations and future researchers must understand about student market actions during digital shopping in present times.},
 year = {2026}
}

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TY  - JOUR
T1  - Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines
AU  - Queency Marie Aquino
AU  - Rose Atonette Domingo
AU  - Lea Mae Pascua
AU  - Rohnieleenn Tabotabo
AU  - Irish Kate Ragual
AU  - Randy Rivera Peralta
Y1  - 2026/01/31
PY  - 2026
N1  - https://doi.org/10.11648/j.sjedu.20261401.11
DO  - 10.11648/j.sjedu.20261401.11
T2  - Science Journal of Education
JF  - Science Journal of Education
JO  - Science Journal of Education
SP  - 1
EP  - 12
PB  - Science Publishing Group
SN  - 2329-0897
UR  - https://doi.org/10.11648/j.sjedu.20261401.11
AB  - This study explores the attitudes and behaviors of Business Administration students at the University of Cagayan Valley toward online shopping. The Philippines needs to understand student consumers because they use budget-friendly shopping methods while seeking convenient online shopping experiences during the fast-paced expansion of internet usage and e-commerce platforms. The Theory of Reasoned Action served as the framework for this quantitative descriptive-correlational study which analyzed how students shop online based on convenience and web design features and time efficiency and security measures and their demographic characteristics including age and sex and academic program and year of study and monthly spending amount. The research involved 200 students who studied Business Administration at different levels through convenience sampling. The research used a structured questionnaire to gather data which researchers analyzed by performing descriptive statistics and t-tests and correlation analysis. The findings revealed that the majority of respondents were 22-year-old, female, third-year students with a monthly allowance between PHP 3,000 and 5,000. Web design/features stand as the most important factor according to users who also value security and convenience and time-saving features. The students' general agreement about positive factors in their shopping choices became evident through their average score results. The statistical analysis showed that student background information created a strong connection between their preferred activities for online shopping. The research findings show that students base their shopping choices on their financial understanding and their experience with the platform and its convenience features. The recommendations establish protected e-commerce systems which provide users with simple access to platforms while promoting customers to plan their online shopping and teaching digital skills to people for improved purchasing choices and superior customer service. The research results deliver vital information which online businesses and educational organizations and future researchers must understand about student market actions during digital shopping in present times.
VL  - 14
IS  - 1
ER  -

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Author Information

Queency Marie Aquino

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

http://orcid.org/0009-0005-2612-4540
Rose Atonette Domingo

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

http://orcid.org/0009-0006-6177-2380
Lea Mae Pascua

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

http://orcid.org/0009-0001-6063-3972
Rohnieleenn Tabotabo

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

http://orcid.org/0009-0007-2410-3783
Irish Kate Ragual

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

http://orcid.org/0009-0008-8671-515X
Randy Rivera Peralta

School of Business Administration and Governance, University of Cagayan Valley, Tuguegarao City, Philippines

Contact Email

http://orcid.org/0000-0001-8681-1936

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Plain Text BibTeX RIS

APA Style

Aquino, Q. M., Domingo, R. A., Pascua, L. M., Tabotabo, R., Ragual, I. K., et al. (2026). Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Science Journal of Education, 14(1), 1-12. https://doi.org/10.11648/j.sjedu.20261401.11

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ACS Style

Aquino, Q. M.; Domingo, R. A.; Pascua, L. M.; Tabotabo, R.; Ragual, I. K., et al. Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Sci. J. Educ. 2026, 14(1), 1-12. doi: 10.11648/j.sjedu.20261401.11

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AMA Style

Aquino QM, Domingo RA, Pascua LM, Tabotabo R, Ragual IK, et al. Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines. Sci J Educ. 2026;14(1):1-12. doi: 10.11648/j.sjedu.20261401.11

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@article{10.11648/j.sjedu.20261401.11,
  author = {Queency Marie Aquino and Rose Atonette Domingo and Lea Mae Pascua and Rohnieleenn Tabotabo and Irish Kate Ragual and Randy Rivera Peralta},
  title = {Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines},
  journal = {Science Journal of Education},
  volume = {14},
  number = {1},
  pages = {1-12},
  doi = {10.11648/j.sjedu.20261401.11},
  url = {https://doi.org/10.11648/j.sjedu.20261401.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjedu.20261401.11},
  abstract = {This study explores the attitudes and behaviors of Business Administration students at the University of Cagayan Valley toward online shopping. The Philippines needs to understand student consumers because they use budget-friendly shopping methods while seeking convenient online shopping experiences during the fast-paced expansion of internet usage and e-commerce platforms. The Theory of Reasoned Action served as the framework for this quantitative descriptive-correlational study which analyzed how students shop online based on convenience and web design features and time efficiency and security measures and their demographic characteristics including age and sex and academic program and year of study and monthly spending amount. The research involved 200 students who studied Business Administration at different levels through convenience sampling. The research used a structured questionnaire to gather data which researchers analyzed by performing descriptive statistics and t-tests and correlation analysis. The findings revealed that the majority of respondents were 22-year-old, female, third-year students with a monthly allowance between PHP 3,000 and 5,000. Web design/features stand as the most important factor according to users who also value security and convenience and time-saving features. The students' general agreement about positive factors in their shopping choices became evident through their average score results. The statistical analysis showed that student background information created a strong connection between their preferred activities for online shopping. The research findings show that students base their shopping choices on their financial understanding and their experience with the platform and its convenience features. The recommendations establish protected e-commerce systems which provide users with simple access to platforms while promoting customers to plan their online shopping and teaching digital skills to people for improved purchasing choices and superior customer service. The research results deliver vital information which online businesses and educational organizations and future researchers must understand about student market actions during digital shopping in present times.},
 year = {2026}
}

Copy | Download

TY  - JOUR
T1  - Consumer Attitudes Toward E-commerce: Insights from Higher Education Students in the Philippines
AU  - Queency Marie Aquino
AU  - Rose Atonette Domingo
AU  - Lea Mae Pascua
AU  - Rohnieleenn Tabotabo
AU  - Irish Kate Ragual
AU  - Randy Rivera Peralta
Y1  - 2026/01/31
PY  - 2026
N1  - https://doi.org/10.11648/j.sjedu.20261401.11
DO  - 10.11648/j.sjedu.20261401.11
T2  - Science Journal of Education
JF  - Science Journal of Education
JO  - Science Journal of Education
SP  - 1
EP  - 12
PB  - Science Publishing Group
SN  - 2329-0897
UR  - https://doi.org/10.11648/j.sjedu.20261401.11
AB  - This study explores the attitudes and behaviors of Business Administration students at the University of Cagayan Valley toward online shopping. The Philippines needs to understand student consumers because they use budget-friendly shopping methods while seeking convenient online shopping experiences during the fast-paced expansion of internet usage and e-commerce platforms. The Theory of Reasoned Action served as the framework for this quantitative descriptive-correlational study which analyzed how students shop online based on convenience and web design features and time efficiency and security measures and their demographic characteristics including age and sex and academic program and year of study and monthly spending amount. The research involved 200 students who studied Business Administration at different levels through convenience sampling. The research used a structured questionnaire to gather data which researchers analyzed by performing descriptive statistics and t-tests and correlation analysis. The findings revealed that the majority of respondents were 22-year-old, female, third-year students with a monthly allowance between PHP 3,000 and 5,000. Web design/features stand as the most important factor according to users who also value security and convenience and time-saving features. The students' general agreement about positive factors in their shopping choices became evident through their average score results. The statistical analysis showed that student background information created a strong connection between their preferred activities for online shopping. The research findings show that students base their shopping choices on their financial understanding and their experience with the platform and its convenience features. The recommendations establish protected e-commerce systems which provide users with simple access to platforms while promoting customers to plan their online shopping and teaching digital skills to people for improved purchasing choices and superior customer service. The research results deliver vital information which online businesses and educational organizations and future researchers must understand about student market actions during digital shopping in present times.
VL  - 14
IS  - 1
ER  -

Copy | Download