An assessment of Online Buying Behavior among Employees of Sulu State College

Abstract

This study assessed the extent of online buying behavior of employees of Sulu State College in context of Marketing Strategies, Perceived Risks, Consumer Trust, and Intention to Purchase during the Fiscal Year 2023. With 100 samples taken through non-probability sampling method via purposive sampling, and with the use of weighted mean, standard deviation, t-test for independent samples, One-way ANOVA, and Pearson’s r, this study reveals the following findings: 1) Employee-respondents involved in this study are mostly male, single, within 25 years old & below, with 5 years & below of length of service, and mostly have bachelor’s degree; 2) On the average, employees of Sulu State College professed a high extent of online buying behavior; 3) Generally, except for age and educational attainment, other variables like gender, civil status, and length of service do not significantly mediate in ways how employees assessed the extent of online buying behavior of employees of Sulu State College; 4) Generally, the group of employee-respondents who assessed the extent of online buying behavior of employees of Sulu State College in terms of Intention to Purchase as Agree or with High Extent is probably the same group of employee-respondents who assessed the Marketing Strategies, Perceived Risks, Consumer Trust as Agree or with High Extent, respectively; and 5) This study seems to support Pappas, Nikolaos (2016) model of marketing strategies, perceived risks, and consumer trust in online buying behavior. This model espouses that Intention to Purchase products online is influenced by Marketing Strategies, Perceived Risks, and Consumer Trust.