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

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.