An Analysis of the Factors Affecting the Online Buying Intentions of Ornamental Plants Consumers in Benguet

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Eliza C. Aquino, Melodee Marciana E. De Castro, Mar B. Cruz

Abstract

This research examined the impact of product quality, trust, convenience, and website quality on the online buying intentions of Benguet consumers for ornamental plants. A conceptual framework was developed based on previous relevant studies. The data collection form was modified from the questionnaire used by Nafisah and Hayati (2022) in their study. The questionnaire was distributed through a Facebook post shared in existing groups for ornamental plants consumers and through approaching potential respondents in the places frequented by buyers of ornamental plants. After compiling data, SmartPLS4 was used in conducting analytical procedures.

A profile of the respondents was generated using frequency counts and percentages. Most of the respondents were employed women in the age range of 25 to 44 years old and residents of Baguio City and La Trinidad, Benguet. Most respondents are also degree holders and belong to the middle-income class. In terms of buying ornamental plants, many respondents have been doing this for more than 2 years to 5 years and are making purchases about once every few months to once or twice a month.

The reliability and validity of the constructs in the study were verified through the Partial Least Squares Structural Equation Modeling (PLS-SEM) algorithm. The structural model was also assessed and found to be free of collinearity issues, with moderate explanatory power and predictive relevance. Results from the regression analysis showed that of the four identified predictors, trust, convenience, and website quality positively impact consumers’ online buying intentions. Trust has the most impact, followed by website quality, and convenience.

Additional data from the respondents revealed that the central concept of convenience made them choose the online method of purchasing ornamental plants. Other reasons included plant variety, price, delivery options, mental health, and accommodations by sellers. On the other hand, unmet expectations, scammers, dishonesty of sellers, bad packaging, delayed shipping or delivery, rude sellers, sellers with insufficient information and knowledge on plants, inaccessible designated dropping areas, overpricing, and poor customer service may discourage consumers from making online purchases.

Lastly, some marketing strategies such as building trust, gaining credibility, taking advantage of online platforms, offering exceptional customer service, and staying relevant were recommended based on the results of the hypotheses testing and the additional data provided.

Language

English

LC Subject

Plants, Ornamental--Philippines, Internet marketing--Social aspects

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 O86

Notes

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Document Type

Thesis

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