A SOR Model Study on Millennial Parents in Quezon City: E-store Image, Shopping Value, and Purchase Intention

Abstract

This study investigated the factors affecting the perceived shopping value and online purchase intentions of Filipino millennial parents in Quezon City, specifically in the context of e-stores selling baby and child-specific products. Using the Stimulus-Organism-Response model, the researcher used a causal research design to explore the relationships among e-store image attributes, perceived shopping value, and online purchasing intentions. The research utilized an adapted survey questionnaire administered to the respondents through a Google Form. The 400 participants, chosen through purposive sampling, were Filipino millennial parents with prior experience shopping at baby and child-specific specialty e-stores. Findings revealed that only security images significantly affected utility value, while design, order fulfillment, customer service, and security images significantly affected hedonic value. Also, a hedonic value significantly affected online purchase intention and mediated the relationship between e-store image and purchase intention. Four variables design, order fulfillment, customer service, and security had a direct positive relationship with online purchase intent. Thus, the study concluded that specific factors of e-store image significantly affect Filipino millennial parents’ shopping values and influence their online purchasing intentions. The study’s findings contribute to an underexplored area in the literature by emphasizing the unique context of Filipino millennial parents. It provides valuable insights for e-commerce targeting this demographic. It offers recommendations on practices and further research, such as a deeper exploration of hedonic value’s influence on purchase intention and cross-platform comparisons, which were also provided.