Check Out: The Information-Seeking Behavior of Ilonggo Online Shoppers

Abstract

Statement of the Problem. This paper aims to determine the correlation of between the demographic characteristics of respondents' preferred information sources information-seeking behavior, and its relationship to purchase intention of Ilonggo online shoppers in the Province and City of Iloilo.

Methods. Descriptive - quantitative research design was used and employed a survey method. Through quota sampling, researchers prorated the population in each municipality in order to have an equal number of respondents.

Results. Ilonggo online shoppers highly value product reviews and blogs as information sources when shopping online. Meanwhile, price comparison sites were perceived as the least preferred. It was further revealed that Ilonggos have a strong agreement in starting and verifying information, while only agreeing on monitoring updates of information of their product of interest.  However, they only occasionally monitor product updates, rather than regularly. Analysis indicates a significant positive relationship among all constructs-starting, monitoring, and verifying, to purchase intention, suggesting these behaviors influence purchasing decisions.

Conclusion. Ilonggo online shoppers rely on the product reviews and blogs to assess the quality of products of their interest. Ilonggos’ purchase decisions were significantly influenced by their information-seeking behaviors. They prioritize initial product research and verification, but occasionally monitor product updates.  Overall, their information-seeking behavior enhances their decision-making, leading to more informed purchase experiences.

Originality. This pioneering study investigates the information-seeking behavior of Ilonggo online shoppers.  Analyzing how demographic factors influence their preferred information sources, information-seeking behavior, and relation to purchase intentions.