Effects of Identified Behavioral Factors on Filipino Consumers' Repurchase Tendency in Shopping Online

Electronic Commerce (E-commerce) has led businesses to greater heights and with the recent pandemic the industry was pushed further as people tend to prefer to shop digitally. This study focused on identified behaviors that could impact repurchases, building on previous studies, local Filipino online consumers were then evaluated. The identified behaviors were trust, expectations, confirmation, switching cost, satisfaction, and loyalty. The intention of this study is not to only help improve businesses but to also help online Filipino consumers to execute a more successful purchase and repurchase decisions. An online survey form was sent out where 158 responses were obtained and then analyzed using structural equation modeling implementing latent variable analysis. After analysis, the study resulted in an insignificant relationship between trust to both satisfaction and loyalty. The study also resulted in an insignificant relationship between loyalty to repurchase intentions.