Purchasing Behavior Strategies for Online Platforms

In recent years, the digital marketplace in the Philippines has seen an explosive shift in how consumers make purchasing decisions. From TikTok’s livestream “budol” trends to algorithm-driven recommendations on Lazada and Shopee, consumers are increasingly swayed by highly targeted, platform-specific strategies. As businesses scramble to optimize engagement and conversion, understanding the strategies that shape online consumer behavior has never been more critical. Yet, with the rapid evolution of digital ecosystems, much remains unclear about how features like influencer authenticity, platform algorithms, viral content, and AI personalization intersect to drive buying decisions. This makes the study of purchasing behavior strategies on online platforms not just timely—but urgent.

Who Can Use These Topics

This research is ideal for students and professionals pursuing the following courses or strands:

College Programs:

• BSBA Major in Marketing Management

• BS in Entrepreneurship

• BS in E-Commerce

• BA in Communication

• BS in Information Technology

• BS in Psychology

Senior High School Strands:

• Humanities and Social Sciences (HUMSS)

• Accountancy, Business and Management (ABM)

• TVL - ICT

• General Academic Strand (GAS)

Why This Topic Needs Research

There is a growing body of literature around online consumer behavior, but major research gaps remain in the Philippine context:

• Lack of cross-platform analysis of influencer marketing: Existing research highlighted the role of social presence in TikTok livestreams but did not examine the relative effectiveness of influencer engagement across other platforms such as YouTube Shorts or Facebook Reels (Surya & Ronald, 2025).

• Insufficient exploration of long-term impact of viral strategies: While gimmicks and trends have shown to spike consumer attention, studies rarely examined their effect on sustained brand loyalty or trust beyond initial engagement (Rachmad, 2025).

• Understudied ROPO behavior influenced by digital tactics: Although ROPO (Research Online, Purchase Offline) patterns were identified in fashion, there was minimal analysis of how different digital strategies affect in-store purchases across platforms (Pratiwi & Azhar, 2025).

• Limited insight into AI-driven personalization and consumption values: Prior work emphasized convenience and fashion as purchase motivators but did not integrate how personalization tools or AI algorithms shift these values across sectors (Soydar & Aksoy, 2025).

• Narrow focus on student demographics without cultural or algorithmic depth: Research on student buying behavior affirmed the influence of social media marketing but lacked depth in analyzing evolving content formats, authenticity, and algorithmic influence on purchase sustainability (Diano et al., 2025).

• Minimal integration of platform mechanics in dropshipping studies: Although consumer trust in Philippine e-commerce was linked to dropshipping practices, factors like product category, platform credibility, and algorithms were not sufficiently examined as moderators (Ong et al., 2025).

• Limited regional and demographic diversity in platform comparisons: While differences in impulse buying across TikTok, Shopee, and Lazada were discussed, personalization, content type, and regional consumer behaviors were not included (Cabansag et al., 2025).

Feasibility & Challenges by Target Group

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References

Cabansag, R. A., Caballero, E. M. N., Librado, C. R., Mabalato, A. R. A., Santillan, R. A., & Alqueza, J. M. A Comparative Analysis on Impulse Buying among TikTok Shop, Lazada, and Shopee.

Diano, A. G., Lacandula, J., Venturanza, A. R. A., Torre, M. J. A. D., Batican, E. Z., & Pondang, K. A. (2025). The Relationship of Social Media Marketing on Consumer Buying Behavior among Accountacy, Business and Management Students. International Journal of Research and Innovation in Social Science, 9(2), 3558-3572.

Ong, H. T., Apetreor, L. K. A., Gollon, J. J. L., Ignacio, G. B. P., & Rosuman, R. J. Z. (2025). Dropshipping and Consumer Trust: Exploring Their Influence on Purchase Intentions in the Philippine E-Commerce Market. Review of Integrative Business and Economics Research, 14(3), 400-413.

Pratiwi, I. D., & Azhar, A. (2025). RESEARCH ONLINE PURCASE OFFLINE: STUDYING CONSUMER BEHAVIOR IN PURCHASING FASHION AT JURAGAN MODE SHOP IN BENGKULU CITY. Pedagogic Research-Applied Literacy Journal, 2(1), 187-192.

Rachmad, Y. E. (2025). Gimmick and Viral Power: Redefining Consumer Behavior. United Nations Economic and Social Council.

Soydar, O., & Aksoy, N. C. (2025). An Examination of the Influence of Consumption Values in Shaping Online Buying Behaviour. In Dynamic Strategies for Entrepreneurial Marketing (pp. 155-176). IGI Global Scientific Publishing.

Surya, W., & Ronald, R. (2025). Recipe to Improve Impulsive Buying Behavior through Social Presence and Telepresence on the Tiktok Livestreaming Platform. Review of Integrative Business and Economics Research, 14(1), 109-123.

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