Influence of content marketing strategies of online shopping platforms on the attitudes and purchase intentions of shoppers in Cavite /
Aguilar, Alyssa Joy P.
Influence of content marketing strategies of online shopping platforms on the attitudes and purchase intentions of shoppers in Cavite / by Alyssa Joy P. Aguilar, Jezza R. Bayungan and Waldimar C. Toledo. - Indang, Cavite, Cavite State University- Main Campus, 2018. - xvi, 88 pages : illustrations ; 28 cm.
Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS), Department of Management College of Economics, Management and Development Studies (CEMDS), Department of Management
ALYSSA JOY P. AGUILAR, JEZZA R. BAYUNGAN, WALDIMAR C. TOLEDO. Influence of Content Marketing Strategies of Online Shopping Platforms on the Attitudes and Purchase Intentions of Shoppers in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. January 2018. Adviser: Ms. Mary Grace Ilagan,
The study was conducted from August to December 2017 in selected areas of Cavite, specifically in the cities of Bacoor, Dasmarinas, Imus, Tagaytay and Trece Martires, The study attempted to describe the socio-demographics profile of shoppers in Cavite such as the age, sex, civil status, and monthly income, determine the online shopping habits of the shoppers in terms of products/services purchased, allotted time on making online purchase, online shopping platform usually visited, amount spent, and frequency of purchasing products/services online, determine the visibility of the content marketing strategies of online shopping platforms as perceived by the shoppers, determine the attitudes of shoppers towards purchasing products through online shopping platforms as influenced by content marketing strategies in terms of convenience, preciseness, and present ability, determine the purchase intentions of shoppers towards products on online shopping platforms as influenced by content marketing strategies in terms of acceptability, convenience, and motivational. Descriptive statistical tools were used in presenting and analyzing all the data collected in the study, Mean, percentage, frequency and range were used to describe the socio-demographic profile of the participants, the content marketing strategies as well as the online shopping habits of the shoppers. Spearman Rank Correlation Coefficient was employed to ascertain the relationship between content marketing strategies and the shopper's attitude as well as the relationship between content marketing strategies and shopper's purchase intentions The socio-demographic characteristics of the online shoppers in Cavite showed that majority were female ages were between 18 to 24 years old. Results also showed that majority of the online shoppers were single and had monthly income of below P 5,000.
Fashion products, clothing and accessories were the items mostly purchased online. Majority of the online shoppers spent 46 minutes to 1 hour on making online purchases. Lazada was considered as the most visited commercial website. Majority of the online shoppers usually spent the amount between P 501.00 up to P 1,000.00 and they tend to purchase online once a month. For the visibility of content marketing strategies of online shopping platforms as perceived by the shoppers in Cavite, the result showed that product information, ratings, and photo galleries on a commercial website were very visible while infographics was considered moderately visible. The study likewise ascertained that the attitudes of the shoppers had a positive significant relationship with content marketing strategies correlation with a coefficient of .48 which means that they have favorable attitude towards purchasing products through online shopping platforms. Lastly, the study ascertained that the purchase intentions of shoppers had a positive significant relationship with content marketing strategies with a correlation coefficient of .45, which means that they would buy through online shopping platforms.
Internet marketing
Attitude
Online shopping
658.802 / Ag9 2018
Influence of content marketing strategies of online shopping platforms on the attitudes and purchase intentions of shoppers in Cavite / by Alyssa Joy P. Aguilar, Jezza R. Bayungan and Waldimar C. Toledo. - Indang, Cavite, Cavite State University- Main Campus, 2018. - xvi, 88 pages : illustrations ; 28 cm.
Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS), Department of Management College of Economics, Management and Development Studies (CEMDS), Department of Management
ALYSSA JOY P. AGUILAR, JEZZA R. BAYUNGAN, WALDIMAR C. TOLEDO. Influence of Content Marketing Strategies of Online Shopping Platforms on the Attitudes and Purchase Intentions of Shoppers in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. January 2018. Adviser: Ms. Mary Grace Ilagan,
The study was conducted from August to December 2017 in selected areas of Cavite, specifically in the cities of Bacoor, Dasmarinas, Imus, Tagaytay and Trece Martires, The study attempted to describe the socio-demographics profile of shoppers in Cavite such as the age, sex, civil status, and monthly income, determine the online shopping habits of the shoppers in terms of products/services purchased, allotted time on making online purchase, online shopping platform usually visited, amount spent, and frequency of purchasing products/services online, determine the visibility of the content marketing strategies of online shopping platforms as perceived by the shoppers, determine the attitudes of shoppers towards purchasing products through online shopping platforms as influenced by content marketing strategies in terms of convenience, preciseness, and present ability, determine the purchase intentions of shoppers towards products on online shopping platforms as influenced by content marketing strategies in terms of acceptability, convenience, and motivational. Descriptive statistical tools were used in presenting and analyzing all the data collected in the study, Mean, percentage, frequency and range were used to describe the socio-demographic profile of the participants, the content marketing strategies as well as the online shopping habits of the shoppers. Spearman Rank Correlation Coefficient was employed to ascertain the relationship between content marketing strategies and the shopper's attitude as well as the relationship between content marketing strategies and shopper's purchase intentions The socio-demographic characteristics of the online shoppers in Cavite showed that majority were female ages were between 18 to 24 years old. Results also showed that majority of the online shoppers were single and had monthly income of below P 5,000.
Fashion products, clothing and accessories were the items mostly purchased online. Majority of the online shoppers spent 46 minutes to 1 hour on making online purchases. Lazada was considered as the most visited commercial website. Majority of the online shoppers usually spent the amount between P 501.00 up to P 1,000.00 and they tend to purchase online once a month. For the visibility of content marketing strategies of online shopping platforms as perceived by the shoppers in Cavite, the result showed that product information, ratings, and photo galleries on a commercial website were very visible while infographics was considered moderately visible. The study likewise ascertained that the attitudes of the shoppers had a positive significant relationship with content marketing strategies correlation with a coefficient of .48 which means that they have favorable attitude towards purchasing products through online shopping platforms. Lastly, the study ascertained that the purchase intentions of shoppers had a positive significant relationship with content marketing strategies with a correlation coefficient of .45, which means that they would buy through online shopping platforms.
Internet marketing
Attitude
Online shopping
658.802 / Ag9 2018