{"id":"https://openalex.org/W7127086330","doi":"https://doi.org/10.1145/3785171.3785216","title":"Assessing Online Shoppers' Preferences on E-Commerce Platforms in the Philippines: Utilizing Cluster Analysis for Optimized Marketing Strategies","display_name":"Assessing Online Shoppers' Preferences on E-Commerce Platforms in the Philippines: Utilizing Cluster Analysis for Optimized Marketing Strategies","publication_year":2025,"publication_date":"2025-09-19","ids":{"openalex":"https://openalex.org/W7127086330","doi":"https://doi.org/10.1145/3785171.3785216"},"language":"en","primary_location":{"id":"doi:10.1145/3785171.3785216","doi":"https://doi.org/10.1145/3785171.3785216","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3785171.3785216","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 9th International Conference on Business and Information Management","raw_type":"proceedings-article"},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1145/3785171.3785216","any_repository_has_fulltext":null},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5113346513","display_name":"Donn Enrique L. Moreno","orcid":"https://orcid.org/0000-0001-8717-1459","observed_orcids":["https://orcid.org/0000-0001-8717-1459"]},"institutions":[{"id":"https://openalex.org/I137967721","display_name":"Map\u00faa University","ror":"https://ror.org/040rd2b57","country_code":"PH","type":"facility","lineage":["https://openalex.org/I137967721"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Donn Enrique Moreno","raw_affiliation_strings":["ET Yuchengco School of Business, Mapua University, Manila, Philippines"],"raw_orcid":"https://orcid.org/0000-0001-8717-1459","affiliations":[{"raw_affiliation_string":"ET Yuchengco School of Business, Mapua University, Manila, Philippines","institution_ids":["https://openalex.org/I137967721"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5119009059","display_name":"Trina Enriquez","orcid":"https://orcid.org/0009-0002-5581-9315","observed_orcids":["https://orcid.org/0009-0002-5581-9315"]},"institutions":[{"id":"https://openalex.org/I2801908056","display_name":"Malayan Colleges Laguna","ror":"https://ror.org/05b9pe067","country_code":"PH","type":"education","lineage":["https://openalex.org/I2801908056"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Trina Enriquez","raw_affiliation_strings":["ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines"],"raw_orcid":"https://orcid.org/0009-0002-5581-9315","affiliations":[{"raw_affiliation_string":"ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines","institution_ids":["https://openalex.org/I2801908056"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5124790700","display_name":"Kaina Janel Rodriguez","orcid":"https://orcid.org/0009-0002-5656-4393","observed_orcids":["https://orcid.org/0009-0002-5656-4393"]},"institutions":[{"id":"https://openalex.org/I2801908056","display_name":"Malayan Colleges Laguna","ror":"https://ror.org/05b9pe067","country_code":"PH","type":"education","lineage":["https://openalex.org/I2801908056"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Kaina Janel Rodriguez","raw_affiliation_strings":["ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines"],"raw_orcid":"https://orcid.org/0009-0002-5656-4393","affiliations":[{"raw_affiliation_string":"ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines","institution_ids":["https://openalex.org/I2801908056"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5119009061","display_name":"Elyzah Mae Tesoro","orcid":"https://orcid.org/0009-0000-4197-7238","observed_orcids":["https://orcid.org/0009-0000-4197-7238"]},"institutions":[{"id":"https://openalex.org/I2801908056","display_name":"Malayan Colleges Laguna","ror":"https://ror.org/05b9pe067","country_code":"PH","type":"education","lineage":["https://openalex.org/I2801908056"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Elyzah Mae Tesoro","raw_affiliation_strings":["ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines"],"raw_orcid":"https://orcid.org/0009-0000-4197-7238","affiliations":[{"raw_affiliation_string":"ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines","institution_ids":["https://openalex.org/I2801908056"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5063215963","display_name":"Rocky Angelo Gabatin","orcid":"https://orcid.org/0009-0006-8407-6900","observed_orcids":["https://orcid.org/0009-0006-8407-6900"]},"institutions":[{"id":"https://openalex.org/I2801908056","display_name":"Malayan Colleges Laguna","ror":"https://ror.org/05b9pe067","country_code":"PH","type":"education","lineage":["https://openalex.org/I2801908056"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Rocky Angelo Gabatin","raw_affiliation_strings":["ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines"],"raw_orcid":"https://orcid.org/0009-0006-8407-6900","affiliations":[{"raw_affiliation_string":"ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines","institution_ids":["https://openalex.org/I2801908056"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5115822298","display_name":"Jeremy Paul Gecolea","orcid":"https://orcid.org/0000-0002-7594-882X","observed_orcids":["https://orcid.org/0000-0002-7594-882X"]},"institutions":[{"id":"https://openalex.org/I2801908056","display_name":"Malayan Colleges Laguna","ror":"https://ror.org/05b9pe067","country_code":"PH","type":"education","lineage":["https://openalex.org/I2801908056"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Jeremy Paul Gecolea","raw_affiliation_strings":["ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines"],"raw_orcid":"https://orcid.org/0000-0002-7594-882X","affiliations":[{"raw_affiliation_string":"ET Yuchengco College of Business, Mapua Malayan Colleges Laguna, Cabuyao, Philippines","institution_ids":["https://openalex.org/I2801908056"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.6954,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.76814022,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"141","last_page":"146"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9589999914169312,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9589999914169312,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.024900000542402267,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.0038999998942017555,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/online-shopping-preferences","display_name":"online shopping preferences","score":0.597000002861023},{"id":"https://openalex.org/keywords/e-commerce-platforms","display_name":"e-commerce platforms","score":0.9480000138282776},{"id":"https://openalex.org/keywords/customer-segmentation","display_name":"customer segmentation","score":0.800000011920929},{"id":"https://openalex.org/keywords/price-sensitivity","display_name":"price sensitivity","score":0.5120000243186951},{"id":"https://openalex.org/keywords/platform-selection","display_name":"platform selection","score":0.671999990940094},{"id":"https://openalex.org/keywords/shopee","display_name":"Shopee","score":0.8090000152587891},{"id":"https://openalex.org/keywords/lazada","display_name":"Lazada","score":1.0},{"id":"https://openalex.org/keywords/tiktok-shop","display_name":"TikTok Shop","score":1.0},{"id":"https://openalex.org/keywords/loyalty-programs","display_name":"loyalty programs","score":0.8069999814033508},{"id":"https://openalex.org/keywords/delivery-speed","display_name":"delivery speed","score":0.8019999861717224},{"id":"https://openalex.org/keywords/customer-service","display_name":"customer service","score":0.9330000281333923},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.4790000021457672},{"id":"https://openalex.org/keywords/filipino-consumers","display_name":"Filipino consumers","score":0.7509999871253967},{"id":"https://openalex.org/keywords/philippines","display_name":"Philippines","score":0.6610000133514404}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.646399974822998},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5764999985694885},{"id":"https://openalex.org/C125308379","wikidata":"https://www.wikidata.org/wiki/Q363057","display_name":"Market segmentation","level":2,"score":0.5701000094413757},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.5195000171661377},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.510699987411499},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.5070000290870667},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5062000155448914},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.44690001010894775},{"id":"https://openalex.org/C164866538","wikidata":"https://www.wikidata.org/wiki/Q367351","display_name":"Cluster (spacecraft)","level":2,"score":0.4350999891757965},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.423799991607666},{"id":"https://openalex.org/C89600930","wikidata":"https://www.wikidata.org/wiki/Q1423946","display_name":"Segmentation","level":2,"score":0.40310001373291016},{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.3709999918937683},{"id":"https://openalex.org/C2778054375","wikidata":"https://www.wikidata.org/wiki/Q203973","display_name":"Conjoint analysis","level":3,"score":0.36959999799728394},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.35690000653266907},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.35420000553131104},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3506999909877777},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.337799996137619},{"id":"https://openalex.org/C2777328224","wikidata":"https://www.wikidata.org/wiki/Q198981","display_name":"Target market","level":2,"score":0.28610000014305115},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.2754000127315521},{"id":"https://openalex.org/C73555534","wikidata":"https://www.wikidata.org/wiki/Q622825","display_name":"Cluster analysis","level":2,"score":0.27480000257492065},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.26759999990463257},{"id":"https://openalex.org/C147101817","wikidata":"https://www.wikidata.org/wiki/Q13443840","display_name":"Product category","level":3,"score":0.2639999985694885},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.262800008058548},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.2563999891281128},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.2540000081062317}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3785171.3785216","doi":"https://doi.org/10.1145/3785171.3785216","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3785171.3785216","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 9th International Conference on Business and Information Management","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.1145/3785171.3785216","doi":"https://doi.org/10.1145/3785171.3785216","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3785171.3785216","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 9th International Conference on Business and Information Management","raw_type":"proceedings-article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":28,"referenced_works":["https://openalex.org/W1537187979","https://openalex.org/W1966503997","https://openalex.org/W1993220938","https://openalex.org/W2029988482","https://openalex.org/W2033070571","https://openalex.org/W2061390794","https://openalex.org/W2061931334","https://openalex.org/W2160497216","https://openalex.org/W2174807973","https://openalex.org/W2295111698","https://openalex.org/W2390503303","https://openalex.org/W2404125546","https://openalex.org/W2760447306","https://openalex.org/W2942633036","https://openalex.org/W2951584135","https://openalex.org/W2980462054","https://openalex.org/W3021867658","https://openalex.org/W3111290905","https://openalex.org/W4220674195","https://openalex.org/W4286005437","https://openalex.org/W4292959162","https://openalex.org/W4386895474","https://openalex.org/W4390103115","https://openalex.org/W4392209170","https://openalex.org/W4393252405","https://openalex.org/W4393851980","https://openalex.org/W4396639136","https://openalex.org/W4402706852"],"related_works":["https://openalex.org/W4390154072","https://openalex.org/W4390318882","https://openalex.org/W7127346098","https://openalex.org/W7167505147","https://openalex.org/W4407894335","https://openalex.org/W7212390261","https://openalex.org/W4384108606","https://openalex.org/W4281673080","https://openalex.org/W4376648165","https://openalex.org/W4400504577"],"abstract_inverted_index":{"The":[0,117],"rapid":[1],"expansion":[2],"of":[3],"e-commerce":[4,33,124],"in":[5,15,88],"the":[6,84,95,135],"Philippines":[7],"is":[8,83],"driven":[9],"by":[10],"ongoing":[11],"digitalization":[12],"and":[13,22,36,53,105,109,112,115,126,133],"improvements":[14],"online":[16,137],"shopping":[17,138],"platforms":[18],"that":[19,81],"emphasize":[20],"convenience":[21],"accessibility.":[23],"This":[24],"study":[25,118],"examines":[26],"Filipino":[27],"consumer":[28,68,100,127],"preferences":[29],"across":[30],"three":[31],"leading":[32],"platforms\u2014Shopee,":[34],"Lazada,":[35],"TikTok":[37],"Shop\u2014by":[38],"applying":[39],"market":[40],"segmentation":[41],"based":[42],"on":[43],"key":[44],"attributes":[45,125],"such":[46],"as":[47],"price,":[48],"product":[49],"variety,":[50],"delivery":[51],"speed,":[52],"customer":[54],"service.":[55],"A":[56],"quantitative":[57],"descriptive":[58],"research":[59,121],"design":[60],"was":[61,71],"employed,":[62],"utilizing":[63],"correspondence":[64],"analysis":[65],"to":[66,129],"cluster":[67],"behavior.":[69],"Data":[70],"collected":[72],"from":[73],"775":[74],"respondents":[75],"through":[76],"purposive":[77],"sampling.":[78],"Findings":[79],"indicate":[80],"price":[82],"most":[85],"influential":[86],"factor":[87],"platform":[89],"selection,":[90],"whereas":[91],"loyalty":[92],"programs":[93],"have":[94],"least":[96],"impact.":[97],"Three":[98],"distinct":[99],"segments":[101],"emerged:":[102],"(1)":[103],"incentive-driven":[104],"risk-averse,":[106],"(2)":[107],"interactive":[108],"socially":[110],"engaged,":[111],"(3)":[113],"trend-conscious":[114],"time-sensitive.":[116],"recommends":[119],"further":[120],"into":[122],"additional":[123],"trends":[128],"inform":[130],"platform-specific":[131],"strategies":[132],"enhance":[134],"overall":[136],"experience.":[139]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2026-02-03T00:00:00"}
