Assessing Online Shoppers' Preferences on E-Commerce Platforms in the Philippines: Utilizing Cluster Analysis for Optimized Marketing Strategies
Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: The rapid expansion of e-commerce in the Philippines is driven by ongoing digitalization and improvements in online shopping platforms that emphasize convenience and accessibility. This study examines Filipino consumer preferences across three leading e-commerce platforms—Shopee, Lazada, and TikTok Shop—by applying market segmentation based on key attributes such as price, product variety, delivery speed, and customer service. A quantitative descriptive research design was employed, utilizing correspondence analysis to cluster consumer behavior. Data was collected from 775 respondents through purposive sampling. Findings indicate that price is the most influential factor in platform selection, whereas loyalty programs have the least impact. Three distinct consumer segments emerged: (1) incentive-driven and risk-averse, (2) interactive and socially engaged, and (3) trend-conscious and time-sensitive. The study recommends further research into additional e-commerce attributes and consumer trends to inform platform-specific strategies and enhance the overall online shopping experience.
Institutions: Mapúa University, Malayan Colleges Laguna
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W7127086330