Trust in E-commerce Acceptance and Use

͵͸ Impact of Advertisements on Philippine Financial Service Firms’ Stock Returns

”‹‡†‡”ǡǤǡƬ—„”ƒŠƒ›ƒǡǤȋʹͲͲͷȌǤ”ƒ†’‡”…‡’–‹‘•ƒ†–Š‡ƒ”‡–ˆ‘”…‘‘•–‘…ǤThe Journal of Financial and Quantitative Analysis,40ȋͳȌǡͷ͹ǦͺͷǤ

ƒ‡‡†ǡ Ǥ ȋʹͲͳ͵ȌǤ Š‡ ‡ˆˆ‡…– ‘ˆ ƒ†˜‡”–‹•‹‰ •’‡†‹‰ ‘ „”ƒ† Ž‘›ƒŽ–› ‡†‹ƒ–‡† „› •–‘”‡ ‹ƒ‰‡ǡ

’‡”…‡‹˜‡† “—ƒŽ‹–› ƒ† …—•–‘‡” •ƒ–‹•ˆƒ…–‹‘ǣ …ƒ•‡ ‘ˆ Š›’‡”ƒ”‡–•ǤAsian Journal of Business Managementǡ5ȋͳȌǡͳͺͳǦͳͻʹǤ

‘Ž•–”‘ǡǤǡƬ‹Ž‰”‘ǡǤȋͳͻͻͳȌǤ—Ž–‹–ƒ•’”‹…‹’ƒŽǦƒ‰‡–ƒƒŽ›•‡•ǣ…‡–‹˜‡…‘–”ƒ…–•ǡƒ••‡–

‘™‡”•Š‹’ǡƒ†Œ‘„†‡•‹‰ǤJournal of Law, Economics and Organization, 7,ʹͶǦͷʹǤ

‘ƒǡ Ǥǡ ‘”–ƒ­•—ǡ Ǥǡ Ƭ ‹–‘”‹‘ǡ Ǥ Ǥ ȋʹͲͳ͹ȌǤ †˜‡”–‹•‹‰ǡ …‘•—‡” ƒ™ƒ”‡‡••ǡ ƒ† …Š‘‹…‡ǣ

˜‹†‡…‡ˆ”‘–Š‡„ƒ‹‰‹†—•–”›Ǥ The RAND Journal of Economics, 48ȋ͵Ȍǡ͸ͳͳǦ͸Ͷ͸Ǥ

•—ǡǤȋʹͲͳ͹ȌǤ‘‹˜‡•–‘”•˜ƒŽ—‡…‘’ƒ”ƒ–‹˜‡ƒ†•ǫŠ‡‡ˆˆ‡…–•‘ˆ…‘’ƒ”ƒ–‹˜‡ƒ†˜‡”–‹•‹‰‘•–‘…

”‡–—”•ǤAtlantic Marketing Journalǡ6ȋʹȌǡʹ͵Ǧ͵͵Ǥ

‘•Š‹ǡǤǤǡƬƒ••‡•ǡǤǤȋʹͲͲͻȌǤ‘˜‹‡ƒ†˜‡”–‹•‹‰ƒ†–Š‡•–‘…ƒ”‡–˜ƒŽ—ƒ–‹‘‘ˆ•–—†‹‘•ǣƒ

case of “great expectations?Marketing Scienceǡ28ȋʹȌǡʹ͵ͻǦʹͷͲǤ

‘•Š‹ǡǤǡƬƒ••‡•ǡǤǤȋʹͲͳͲȌǤŠ‡†‹”‡…–ƒ†‹†‹”‡…–‡ˆˆ‡…–•‘ˆƒ†˜‡”–‹•‹‰•’‡†‹‰‘ˆ‹”

˜ƒŽ—‡ǤJournal of Marketingǡ74ȋͳȌǡʹͲǦ͵͵Ǥ

‡Ž‘Šƒ”Œ—ǡǤǡò’ˆ‡”ǡǤǡƬ‹ƒ‹ƒƒǡǤȋʹͲͳʹȌǤ‘‹˜‡•–‘”•„—›™Šƒ––Š‡›‘™ǫ”‘†—…–ƒ”‡–

…Š‘‹…‡•ƒ†‹˜‡•–‡–†‡…‹•‹‘•ǤThe Review of Financial Studiesǡ25ȋͳͲȌǡʹͻʹͳǦʹͻͷͺǤ

‹ŠŽ•–”‘ǡǤǤǡƬ‹‘”†ƒǡǤǤȋͳͻͺͶȌǤ†˜‡”–‹•‹‰ƒ•ƒ•‹‰ƒŽǤJournal of Political Economyǡ92ȋ͵Ȍǡ Ͷʹ͹ǦͶͷͲǤ

‹ǡǤǡƬ‘””‹•ǡǤǤȋʹͲͲ͵ȌǤŠ‡‡ˆˆ‡…–‘ˆƒ†˜‡”–‹•‹‰‘–Š‡ƒ”‡–˜ƒŽ—‡‘ˆˆ‹”•ǣ’‹”‹…ƒŽ‡˜‹†‡…‡

ˆ”‘–Š‡—’‡”‘™Žƒ†•ǤJournal of Targeting, Measurement and Analysis for Marketingǡ12ȋͳȌǡͷ͵Ǧ

‡‡ǡ Ǥ Ǥ ȋʹͲͳͳȌǤ͸ͷǤ The role of financial services advertising on investors' decision-making ȋŠ

†‹••‡”–ƒ–‹‘ǡ ‹˜‡”•‹–› ‘ˆ ‡‡••‡‡ǡ ȌǤ ‡–”‹‡˜‡† ˆ”‘ Š––’•ǣȀȀ–”ƒ…‡Ǥ–‡‡••‡‡Ǥ‡†—Ȁ

—–̴‰”ƒ††‹••Ȁͻͺͻ

‹ƒ‰ǡǤǤǡƬ‡Ǧ—‰ǡǤȋʹͲͲͶȌǤ––”‹„—–‡•ǡ„‡‡ˆ‹–•ǡ…—•–‘‡”•ƒ–‹•ˆƒ…–‹‘ƒ†„‡Šƒ˜‹‘”ƒŽŽ‘›ƒŽ–›Ǧ

ƒ‹–‡‰”ƒ–‹˜‡”‡•‡ƒ”…Š‘ˆˆ‹ƒ…‹ƒŽ•‡”˜‹…‡•‹†—•–”›‹ƒ‹™ƒǤJournal of Services Researchǡ4ȋͳȌǡ ͷ͹Ǧ͸ͺǤ

‹ƒ—‘›–‡ǡ Ǥǡ Ƭ ƒŽ†‘ƒ•ǡ Ǥ ȋʹͲͳͺȌǤ ƒ…‰”‘—† ‘‹•‡ǫ ƒ†˜‡”–‹•‹‰ ƒˆˆ‡…–• ”‡ƒŽ –‹‡ ‹˜‡•–‘”

„‡Šƒ˜‹‘”ǤTV Advertising Affects Real Time Investor BehaviorǤ ‡–”‹‡˜‡† ˆ”‘

Š––’•ǣȀȀ™™™ͺǤ‰•„Ǥ…‘Ž—„‹ƒǤ‡†—Ȁ‡†‹ƒȀ•‹–‡•Ȁ‡†‹ƒȀˆ‹Ž‡•Ȁƒ…‰”‘—†ΨʹͲ‘‹•‡̴ͲǤ’†ˆ

ƒ–Š‡•ǡǤȋʹͲͳͺǡƒ—ƒ”›ͳͻȌǤ‡Ž‡„”‹–›‡†‘”•‡‡–•ˆ‘”ˆ‹ƒ…‹ƒŽ„”ƒ†•ǣ•ƒ”–•–”ƒ–‡‰›ǫ‘”„ƒ†

‹†‡ƒǫThe Financial Brand. ‡–”‹‡˜‡† ˆ”‘ Š––’•ǣȀȀ–Š‡ˆ‹ƒ…‹ƒŽ„”ƒ†Ǥ…‘Ȁ͸ͻͺ͸ʹȀ…‡Ž‡„”‹–›Ǧ

‡†‘”•‡‡–•Ǧˆ‹ƒ…‹ƒŽǦ„ƒ‹‰Ǧ„”ƒ†•Ȁ

Metwally, M. M. (1997). Differences between the financial characteristics of interest‐free banks and …‘˜‡–‹‘ƒŽ„ƒ•ǤEuropean Business Review, 92ȋ͹ȌǡͻʹǦͻͺǤ

‘–‡…‹ŽŽ‘ǡǤȋʹͲͳͷǡ—‰—•–ͳͻȌǤƒ•„—›•–ƒ”’‘™‡”–‘”‡ƒ…Š…‘•—‡”•ǤInquirer.netǤ‡–”‹‡˜‡†

ˆ”‘Š––’•ǣȀȀ„—•‹‡••Ǥ‹“—‹”‡”Ǥ‡–Ȁͳͻ͹ͶʹͷȀ„ƒ•Ǧ„—›Ǧ•–ƒ”Ǧ’‘™‡”Ǧ–‘Ǧ”‡ƒ…ŠǦ…‘•—‡”•

—•’‹–ƒ‹‰–›ƒ•ǡ Ǥ ȋʹͲͳͻȌǤ ’‹”‹…ƒŽ ‡˜‹†‡…‡ ‘ˆ ƒ”‡– ”‡ƒ…–‹‘• „ƒ•‡† ‘ •‹‰ƒŽ‹‰ –Š‡‘”› ‹

†‘‡•‹ƒ–‘…š…Šƒ‰‡ǤInvestment Management & Financial Innovationsǡ16ȋʹȌǡ͸͸Ǧ͹͹Ǥ

—••‡ŽŽǡ Ǥǡ ƒŠƒ”ǡ Ǥǡ Ƭ ”‡™‹ƒǡ Ǥ ȋʹͲͲͷȌǤ šƒ‹ƒ–‹‘ ‘ˆ •–‘… ƒ”‡– ”‡•’‘•‡ –‘ ’—„Ž‹…‹–›

•—””‘—†‹‰ƒ–ŠŽ‡–‹…‡†‘”•‡”•ǤMarketing Management Journalǡ15ȋʹȌǡ͸͹Ǧ͹ͻǤ

•‘—ƒǡ Ǥ ȋʹͲͲ͹ȌǤ –‘… ”‡–—” †›ƒ‹…• ƒ† •–‘… ƒ”‡– ‹–‡”†‡’‡†‡…‹‡•ǤApplied Financial Economics, 17ǡͺͲͷ–ͺʹͷǤ

ǤǤ ‡…—”‹–‹‡• ƒ† š…Šƒ‰‡ ‘‹••‹‘ ȋȌǤ ȋʹͲͳ͹ǡ ‘˜‡„‡” ͳȌǤInvestor alert: Celebrity endorsementsǤ ‡–”‹‡˜‡† ˆ”‘ Š––’•ǣȀȀ™™™Ǥ‹˜‡•–‘”Ǥ‰‘˜Ȁ‹–”‘†—…–‹‘Ǧ‹˜‡•–‹‰Ȁ‰‡‡”ƒŽǦ

”‡•‘—”…‡•Ȁ‡™•ǦƒŽ‡”–•ȀƒŽ‡”–•Ǧ„—ŽŽ‡–‹•Ȁ‹˜‡•–‘”ǦƒŽ‡”–•Ȁ‹˜‡•–‘”Ǧʹʹ

‹–‘”‹‘ǡǤǤȋʹͲͳ͵ȌǤ†‡”•–ƒ†‹‰–Š‡‡ˆˆ‡…–‘ˆƒ†˜‡”–‹•‹‰‘•–‘…”‡–—”•ƒ†ˆ‹”˜ƒŽ—‡ǣŠ‡‘”›

ƒ†‡˜‹†‡…‡ˆ”‘ƒ•–”—…–—”ƒŽ‘†‡ŽǤManagement Science, 60ȋͳȌǡʹʹ͹ǦʹͶͷǤ

—ǡǤǤȋʹͲͲʹȌǤ–‡•–‘ˆ–Š‡‘Š‹Ž‹’’‹‡…‘‘•–‘…•ǤThe Philippine Review of Economics, 24ȋͳȌǡͳʹͳ–ͳͶͳǤ

Philippine Management Review2021, Vol. 28, 37-56.

Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and Tourism Booking Services

”‹ƒ‘Ž‘ƒ’‹•–”ƒ‘ǡŠ^ȗ

University of the Philippines, Cesar E.A. Virata School of Business, Diliman, Quezon City 1101, Philippines

•–Š‡Š‹Ž‹’’‹‡„—•‹‡••‡˜‹”‘‡–…‘–‹—‡•–‘Ž‘‘–‘‹ˆ‘”ƒ–‹‘–‡…Š‘Ž‘‰‹‡•ˆ‘”‡™

ƒ˜‡—‡•‘ˆ†‡˜‡Ž‘’‡–ǡ‰”‘™–Šǡƒ†•—•–ƒ‹ƒ„‹Ž‹–›ǡ–Š‡’”‡••—”‡–‘†‡•‹‰ƒ††‡˜‡Ž‘’–Š‡

‡…‡••ƒ”›‡Ǧ…‘‡”…‡…Šƒ‡Ž•–‘•—’’‘”––Š‡•‡–”‡†•Šƒ•ƒŽ•‘‹…”‡ƒ•‡†ǤŠ‡”‡ˆ‘”‡ǡ‰‹˜‡

–Š‹•…‘–‡š–ǡƒ…ƒ†‡‹…”‡•‡ƒ”…Š•Š‘—Ž†ƒŽ•‘‡‡’—’–‘’”‘˜‹†‡…‡”–ƒ‹–Š‡‘”‡–‹…ƒŽŽ›•‘—†ƒ†

‡’‹”‹…ƒŽŽ›•—’’‘”–‡†‡˜‹†‡…‡•–‘’”‘˜‹†‡˜ƒŽ—ƒ„Ž‡‹•‹‰Š–•Ǥ–—”ǡ–Š‡•‡‹•‹‰Š–••Š‘—Ž†

ƒ††”‡••–Š‡‰ƒ’•„‡–™‡‡™Šƒ––Š‡‡˜‹”‘‡–†‡ƒ†•ǡ™Šƒ––Š‡‹†—•–”›‘ˆˆ‡”•ǡƒ†™Šƒ–

–Š‡…—•–‘‡”•™ƒ–ǤŠ‹•”‡•‡ƒ”…Šǡ‡’Ž‘›‹‰ƒ‹–‡‰”ƒ–‡†–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”‘ˆ–”—•–

–Š‡‘”› ƒ† –Š‡ ‹ˆ‹‡† Š‡‘”› ‘ˆ……‡’–ƒ…‡ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌǡƒ––‡’–• –‘

…‘–”‹„—–‡–‘–Š‹•‹••—‡ǤƒŽ›œ‹‰†ƒ–ƒˆ”‘͵ͻͻ…—•–‘‡”•‘ˆ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•

booking services, this research identifies certain factors that affect Filipino online customers’

„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›ǡ •’‡…‹ˆ‹…ƒŽŽ› –Š‡ ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ‘ˆ –Š‡•‡

•‡”˜‹…‡•ǤŠ”‘—‰Šƒ„ƒ––‡”›‘ˆ•–ƒ–‹•–‹…ƒŽƒƒŽ›•‡•ǡ–Š‹•”‡•‡ƒ”…Š•Š‘™•–Šƒ––”—•–•‹‰‹ˆ‹…ƒ–Ž›

contributes to these customers’ perceptions of their utilitarian, environmental, and hedonic

‡š’‡…–ƒ–‹‘•–‘™ƒ”†•—•‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ‘™‡˜‡”ǡ‘–ƒŽŽ‘ˆ–Š‡•‡‡š’‡…–ƒ–‹‘•

‡š‡”– •‹‰‹ˆ‹…ƒ– ‹ˆŽ—‡…‡ ‘ –Š‡‹” „‡Šƒ˜‹‘”ƒŽ ‹–‡–‹‘• –‘ —•‡ –‡…Š‘Ž‘‰›Ǥ Š‹• ‘’‡• —’

–Š‡‘”‡–‹…ƒŽƒ†’”ƒ…–‹…ƒŽ‘’’‘”–—‹–‹‡•–‘‡Šƒ…‡–Š‡•–”‡‰–Š•ƒ†ƒ††”‡••–Š‡™‡ƒ‡••‡•

‘ˆ –Š‡•‡ ’ƒ”–‹…—Žƒ” ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•Ǥ —”–Š‡” ‹’Ž‹…ƒ–‹‘• ƒ† ˆ—–—”‡ ”‡•‡ƒ”…Š

†‹”‡…–‹‘•ƒ”‡ƒŽ•‘†‹•…—••‡†Ǥ

Keywordsǣ ‘‘††‡Ž‹˜‡”›ǡ–‘—”‹•„‘‘‹‰ǡ‡Ǧ…‘‡”…‡ǡ–”—•–ǡ

1 Introduction

Š‹Ž‡”‡•‡ƒ”…Š‡”•Šƒ˜‡”‡’‡ƒ–‡†Ž›‘„•‡”˜‡†–Šƒ–‹ˆ‘”ƒ–‹‘–‡…Š‘Ž‘‰‹‡•ȋ•Ȍƒ†‹ˆ‘”ƒ–‹‘

…‘—‹…ƒ–‹‘technologies (ICTs) are increasingly becoming a part of individuals’ decision making

ˆ‘”…‘‡”…‹ƒŽ’—”’‘•‡•ȋŽƒŽ™ƒǡʹͲʹͲǢƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢœœƒ–‹ǡʹͲʹͲǢ

ƒŽƒ—Ǧƒ—‡ŽŽ ‡– ƒŽǤǡ ʹͲͳͻǢ ƒ–‹Ž ‡– ƒŽǤǡ ʹͲʹͲǢ ƒ•ƒ–Šƒ—ƒ” Ƭ ”—’”ƒƒ•Šǡ ʹͲͳͻȌǡ –Š‡ •—††‡

…Šƒ‰‡• ‹ –Š‡ •‘…‹ƒŽ ƒ† …‘‡”…‹ƒŽ ‡˜‹”‘‡–• Šƒ˜‡ ˆ‘”…‡† ƒ› „—•‹‡••‡• –‘ …Šƒ‰‡ –Š‡‹”

‘’‡”ƒ–‹‘• ‘†‡Ž•ǡ –—”‹‰ –‘ ƒŽ–‡”ƒ–‹˜‡• •—…Š ƒ• ‡Ǧ…‘‡”…‡ –‘ ƒ†ƒ’– ȋƒ’’Ž‡”Ǥ…‘ǡ ʹͲʹͲȌǤ

Ž–Š‘—‰Š–Š‡—„‡”•†‡•…”‹„‹‰–Š‡‹–‡”‡–ƒ†•‘…‹ƒŽ‡†‹ƒ—•‡‹–Š‡Š‹Ž‹’’‹‡•’ƒ‹–ƒ˜‡”›”‘•›

’‹…–—”‡‘ˆ‹–•’‘–‡–‹ƒŽǡ‡Ǧ…‘‡”…‡Ǧ”‡Žƒ–‡†—„‡”•Šƒ˜‡„‡‡•Ž‘™–‘’‹…—’Ǣƒ†‹–Šƒ•–ƒ‡ƒ

†”ƒ•–‹… ”‡†—…–‹‘ ‹ ‘„‹Ž‹–› †—‡ –‘ –Š‡ Ǧͳͻ ’ƒ†‡‹… ˆ‘” ‹Ž‹’‹‘• –‘ ˆ—”–Š‡” ‡š’Ž‘‹– ‡Ǧ …‘‡”…‡ȋƒ•‹‰ƒǡʹͲʹͲȌǤ ”‘ƒ‡”‡–™‘’‡”…‡–„‡ˆ‘”‡–Š‡’ƒ†‡‹…ǡ‡Ǧ…‘‡”…‡ƒ†‘’–‹‘Šƒ•

”‹•‡–‘͹͸ΨǡŽ‡ƒ†‹‰–‘•ƒŽ‡•’”‘Œ‡…–‹‘•„”‡ƒ…Š‹‰̈́ͳʹ„‹ŽŽ‹‘„›ʹͲʹͷǤŠ‹•‹…Ž—†‡•ƒƒ…–—ƒŽ

†‘—„Ž‹‰ ‘ˆ ‰”‘™–Š ‹ –Š‡ —„‡” ‘ˆ „—›‡”• ƒ† ‹ –Š‡ ‘‡–ƒ”› ˜ƒŽ—‡ ‘ˆ ’—”…Šƒ•‡• ˆ”‘ ʹͲͳͻ ȋƒ‘—–‹‰ –‘ ̈́͵ „‹ŽŽ‹‘Ȍ ‹ –Š‡ ˆ‹”•– •‹š ‘–Š• ‘ˆ ʹͲʹͲǤ  ƒ††‹–‹‘ǡ –Š‹• Šƒ• ”‡‹‰‹–‡† ’—„Ž‹…

‹–‡”‡•–‹†‡˜‡Ž‘’‹‰–Š‡‘˜‡”ƒŽŽ‡Ǧ…‘‡”…‡‹ˆ”ƒ•–”—…–—”‡‘ˆ–Š‡…‘—–”›ǡ”‡‡™‹‰’”‡˜‹‘—•…ƒŽŽ•

ˆ‘”„‡––‡”’‘Ž‹…‹‡•ƒ†’”‘‰”ƒ•–‘•—’’‘”– ‹Ž‹’‹‘…‘’ƒ‹‡•ƒ†…‘•—‡”•™Š‘†‡•‹”‡–‘‡‰ƒ‰‡

‹‡Ǧ…‘‡”…‡ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡʹͲʹͲȌǡƒ†‘”‡ƒ…ƒ†‡‹…”‡•‡ƒ”…ŠǤ

Š‡ ‘–‹˜ƒ–‹‘• ˆ‘” –Š‹• ”‡•‡ƒ”…Š ƒ”‡ —Ž–‹’Ž‡Ǧˆ‘Ž†Ǥ ”‘ –Š‡ ƒ…ƒ†‡‹… •‹†‡ǡ –Š‹• ”‡•‡ƒ”…Š …‘–”‹„—–‡•–‘–Š‡‘‰‘‹‰…ƒŽŽ•–‘…‘–‹—‘—•Ž›•…”—–‹‹œ‡–Š‡‡•–ƒ„Ž‹•Š‡†‹ˆ‘”ƒ–‹‘•›•–‡ȋȌ

–Š‡‘”‹‡•ƒ†‘†‡Ž•„›•—„Œ‡…–‹‰–Š‡–‘†‹ˆˆ‡”‡–…‘–‡š–•ƒ†‡˜‹”‘‡–•ƒ†‹–”‘†—…‹‰‘–Š‡”

’‘••‹„Ž‡ˆƒ…–‘”•–Šƒ–…ƒ’‘–‡–‹ƒŽŽ›ƒ‡–Š‡•‡–Š‡‘”‹‡•ƒ†‘†‡Ž•‘”‡‹…Ž—•‹˜‡ȋ‡ƒ–‡•Š‡–ƒŽǤǡ ʹͲͳ͸ȌǤŽ•‘ǡƒ‡Šƒ…‡†—†‡”•–ƒ†‹‰‘ˆ™Šƒ–ƒ‡•‡Ǧ…‘‡”…‡™‘”ƒ†™Šƒ–ƒ‡•‹–ƒ––”ƒ…–‹˜‡

‹–Š‡Š‹Ž‹’’‹‡•‹•‡›ˆ‘”…‘’ƒ‹‡•–‘’”‘’‡”Ž›‡–‹…‡–Š‡‹”…—•–‘‡”•–‘‡‰ƒ‰‡‹–Š‡‹”‘Ž‹‡

…Šƒ‡Ž•ǡ”ƒ–Š‡”–Šƒ…‘–‹—‘—•Ž›”‡Ž›‘–Š‡‹”„”‹…Ǧƒ†Ǧ‘”–ƒ”’”‡•‡…‡ȋŽ‘–‡‡–ƒŽǤǡʹͲʹͲȌǤ

††‹–‹‘ƒŽŽ›ǡ–Š‹•”‡•‡ƒ”…Š…‘’Ž‡‡–•‘‰‘‹‰‡ˆˆ‘”–•–‘–Š‡‘”‹œ‡ƒ†…‘–‡š–—ƒŽ‹œ‡ƒ……‡’–ƒ…‡

ƒ†—•‡‹–Š‡Š‹Ž‹’’‹‡•ǡ‡•’‡…‹ƒŽŽ›‹–ƒ‹‰‘–Š‡”‘Ž‡‘ˆ–”—•–ȋƒ’‹•–”ƒ‘ǡʹͲʹͲȌǤŠ‹•‹•‹Ž‹‡

ȗ‘””‡•’‘†‡…‡ǣ‡•…ƒ’‹•–”ƒ‘̷—’Ǥ‡†—Ǥ’Š

͵ͺ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and Tourism Booking Services

with the recognition by the Philippines’ Department of Trade and Industry (DTI) of the importance of

–”—•–Ǧbuilding measures to enhance the country’s overall eǦ…‘‡”…‡Žƒ†•…ƒ’‡ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲȌǤ

”‘–Š‡’”ƒ…–‹…ƒŽ•‹†‡ǡ–Š‹•”‡•‡ƒ”…Š’”‡•‡–•‡™‡”…‘–‡š–•ǡ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•

„‘‘‹‰•‡”˜‹…‡•‹„‘–Š™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’ˆ‘”ǡ–‘…‘’Ž‡‡––Š‡‡š‹•–‹‰’‘‘Ž‘ˆŽ‹–‡”ƒ–—”‡Ǥ

•‹†‡ˆ”‘–Š‡ˆƒ…––Šƒ––Š‡•‡–™‘•‡…–‘”•ƒ”‡…‘•‹†‡”‡†–‘Šƒ˜‡‰”‡ƒ–’‘–‡–‹ƒŽȋ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡–”ƒ†‘‘ǡʹͲͳ͹Ǣ‘“—‡ǡʹͲʹͲȌǡ–Š‡Ǧͳͻ•‹–—ƒ–‹‘Šƒ••‹‰‹ˆ‹…ƒ–Ž›‹ˆŽ—‡…‡†

–Š‡™ƒ›–Š‡•‡–™‘•‡…–‘”•ƒ”‡’‡”…‡‹˜‡†ˆ‘”ƒ—„‡”‘ˆ†‹ˆˆ‡”‡–”‡ƒ•‘•ȋ‡’ƒ”–‡–‘ˆ‘—”‹•ǡ ʹͲʹͲǢƒƒŽƒ‰ǡʹͲʹͲǢ‘“—‡ǡʹͲʹͲȌǤ

”‹‘”–‘–Š‡’ƒ†‡‹…ǡ–Š‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡™ƒ•‘ƒ˜‡”›ƒ––”ƒ…–‹˜‡–”ƒŒ‡…–‘”›ǤʹͲͳͺǡ–Š‡

country’s online food delivery market (via websites or mobile appsȌǣ ȋͳȌ ™ƒ• ˜ƒŽ—‡† ƒ– ƒ”‘—†

̈́ʹʹͺǤͳ‹ŽŽ‹‘ǢȋʹȌ™ƒ•’ƒ–”‘‹œ‡†„›ƒŽ‘•–‡‹‰Š–‹ŽŽ‹‘ ‹Ž‹’‹‘•Ǣȋ͵Ȍƒ……‘—–‡†ˆ‘”ʹͷΨ‘ˆ–Š‡

–‘–ƒŽˆ‘‘†•‡”˜‹…‡•‹†—•–”›Ǣƒ†ȋͶȌ™ƒ•’”‘Œ‡…–‡†–‘‰”‘™ƒ—ƒŽŽ›„›ʹͲΨ–Š”‘—‰ŠʹͲʹͲȋ‘ǡʹͲͳͺȌǤ

•ˆ‘”–Š‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡ǡ’”‡ǦǦͳͻ‡š’‡…–ƒ–‹‘•’”‘Œ‡…–‡†–Šƒ––Š‡‘Ž‹‡–”ƒ˜‡Žƒ”‡–

‹–Š‡Š‹Ž‹’’‹‡•™‘—Ž†‰”‘™ˆ”‘̈́ͳǤͳ„‹ŽŽ‹‘‹ʹͲͳͷ–‘̈́ͶǤ͸„‹ŽŽ‹‘„›ʹͲʹͷȋƒ‹Žƒ–ƒ†ƒ”†

—•‹‡••ǡʹͲͳͺȌǤ

‘™‡˜‡”ǡ”‡‰ƒ”†Ž‡••‘ˆ–Š‡Ǧͳͻ‡š–‡”ƒŽ‡˜‹”‘‡–ƒŽ•Š‘…ǡƒ›Š‹Ž‹’’‹‡„—•‹‡••‡•ǡ

‹…Ž—†‹‰–Š‘•‡‹–Š‡ˆ‘‘†ƒ†–‘—”‹••‡”˜‹…‡•ǡŠƒ˜‡”ƒ’‡†—’–Š‡‹”‡Ǧ…‘‡”…‡‡ˆˆ‘”–•ǡƒŽ„‡‹–ˆ‘”

†‹ˆˆ‡”‡–”‡ƒ•‘•Ǥ‡…ƒ—•‡‘ˆ–Š‡•‹‰‹ˆ‹…ƒ–—’–‹…‹†‡ƒ†ˆ‘”‘Ž‹‡…Šƒ‡Ž•–‘’Žƒ…‡‘”†‡”•ƒ†

ƒ‡†‡Ž‹˜‡”‹‡•ǡƒ›ˆ‘‘†„—•‹‡••‡•Šƒ˜‡‡Šƒ…‡†–Š‡‹”’”‡•‡…‡•–Š”‘—‰Š–Š‡‹”‘™™‡„•‹–‡•ƒ†

‘„‹Ž‡ƒ’’•‘”„›’ƒ”–‡”‹‰™‹–Š–Š‹”†Ǧ’ƒ”–›‘‡•ȋƒƒŽƒ‰ǡʹͲʹͲǢƒ•‹‰ƒǡʹͲʹͲǢƒ’’Ž‡”Ǥ…‘ǡ ʹͲʹͲȌǤ ‘™‡˜‡”ǡ ˆ‘” –Š‡ –‘—”‹• ‹†—•–”›ǡ ™Š‹…Š ™ƒ• Š‹– ˜‡”› Šƒ”† „› –Š‡ ’ƒ†‡‹…ǡ ƒ›

•–ƒ‡Š‘Ž†‡”•ƒ”‡‡š’Ž‘”‹‰‘Ž‹‡…Šƒ‡Ž•ƒ•–‘‘Ž•–‘Š‡Ž’ƒ””‡•––Š‡†‡…Ž‹‡‹„—•‹‡••‡•ǡ”‡–Š‹

„—•‹‡••‘†‡Ž•ǡƒ†‡˜‡‡…‘—”ƒ‰‡ˆ—–—”‡„—•‹‡••ƒ…–‹˜‹–‹‡•ȋ‘“—‡ǡʹͲʹͲȌǤ‡…‡ǡ‹ˆ…‘’ƒ‹‡•

™ƒ––‘’ƒ”–‹…‹’ƒ–‡‹‡Ǧ…‘‡”…‡ǡ–Š‡›‘—‰Š––‘Š‡ƒ˜‹Ž›…‘•‹†‡”™Šƒ––Š‡‹”…—•–‘‡”•™ƒ–ƒ•–Š‡›

†‡˜‡Ž‘’–Š‡‹”™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

‘™ –Šƒ– Ǧͳͻ Šƒ• ’”‘’–‡† ‹Ž‹’‹‘ ƒ”‡–• ƒ† ‹†—•–”‹‡• –‘ …‘•‹†‡” ‡„”ƒ…‹‰ ‡Ǧ …‘‡”…‡–‡…Š‘Ž‘‰‹‡•–‘†‘„—•‹‡••ǡ„—•‹‡••‡•—•–‡•—”‡–Šƒ––Š‡›ƒ”‡ƒ„Ž‡–‘’”‘˜‹†‡Š‹‰ŠǦ

“—ƒŽ‹–› ‘Ž‹‡ ’Žƒ–ˆ‘”• –‘ •‡ŽŽ –Š‡‹” ’”‘†—…–• ƒ† •‡”˜‹…‡• ȋƒ•‹‰ƒǡ ʹͲʹͲȌǤ ƒ•– ”‡•‡ƒ”…Š‡• Šƒ˜‡

ƒ’Ž›†‡‘•–”ƒ–‡†–Šƒ–‹‘”†‡”ˆ‘”„—•‹‡••‡•–‘†‡•‹‰‡™’Žƒ–ˆ‘”•ˆ‘”–Š‡‹”‘Ž‹‡’”‡•‡…‡•ǡ

‘”‹’”‘˜‡–Š‡‹”‡š‹•–‹‰‘‡•ǡ–Š‡›—•–”‡ˆ‡”–‘–Š‡ˆ‡‡†„ƒ…ƒ†‹•‹‰Š–•‘ˆ…‘•—‡”•™Š‘Šƒ˜‡

’”‹‘”‡š’‡”‹‡…‡•—•‹‰•—…Š‘Ž‹‡’Žƒ–ˆ‘”•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š ‡–ƒŽǤǡ ʹͲͳͳǢ‡ƒ–‡•Š ‡–ƒŽǤǡʹͲͳ͸ȌǢ‹ –Š‹•…ƒ•‡ǡ–Š‘•‡ ™Š‘Šƒ˜‡ –”ƒ•ƒ…–‡†

–Š”‘—‰Š ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ‘ˆ •‡”˜‹…‡• ‘ˆˆ‡”‹‰ ˆ‘‘† †‡Ž‹˜‡”› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ œœƒ–‹ǡ ʹͲʹͲǢ

ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ ƒ•ƒ–Šƒ—ƒ” Ƭ ”—’”ƒƒ•Šǡ ʹͲͳͻȌ ƒ† –‘—”‹• „‘‘‹‰• ȋƒŽ‹ƒ Ƭ

†”ƒ™ƒ–‹ǡʹͲͳͻǢ‹‡‡–ƒŽǤǡʹͲͳͷǢœ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ

›…‘’ƒ”‹‰ƒ†…‘–”ƒ•–‹‰–™‘†‹ˆˆ‡”‡–…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰

•‡”˜‹…‡•ǡ –Š‹• ”‡•‡ƒ”…Š Š‘’‡• –‘ †‡‘•–”ƒ–‡ –Š‡ ‹’‘”–ƒ…‡ ‘ˆ …‘–‡š–—ƒŽ ˆƒ…–‘”• ‹ ƒ‹‰

‘„•‡”˜ƒ–‹‘•ƒ††‡…‹•‹‘•”‡‰ƒ”†‹‰ƒ……‡’–ƒ…‡ƒ†—•‡ǤŠ‡”‡‹•ƒ–‡†‡…›‹’”ƒ…–‹…‡–‘†”ƒ™

…‘…Ž—•‹‘•„ƒ•‡†‘ƒ…”‘‡…‘‘‹…’‘‹–•‘ˆ˜‹‡™—–‹Ž‹œ‹‰ƒ‰‰”‡‰ƒ–‡†ƒ–ƒǡƒ••—‹‰–Šƒ––Š‡•‡ƒ”‡

‘‡Ǧ•‹œ‡Ǧˆ‹–•ǦƒŽŽ ‹†‡ƒ• ƒ’’Ž‹…ƒ„Ž‡ ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ‡’Ž‘›‹‰ –Š‡ •ƒ‡ ‘” Š‹‰ŠŽ› •‹‹Žƒ”

–‡…Š‘Ž‘‰‹‡•Ǥƒ”–‹…—Žƒ”Ž›ǡ–Š‹•”‡•‡ƒ”…Š•–”‘‰Ž›†‹•…‘—”ƒ‰‡•ƒ••—’–‹‘•ƒ†…‘…Ž—•‹‘•–Šƒ–Œ—•–

„‡…ƒ—•‡†‹ˆˆ‡”‡–‹†—•–”‹‡•‡’Ž‘›•‹‹Žƒ”™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’–‡…Š‘Ž‘‰‹‡•ǡ–Š‡›…ƒ–Š‡”‡ˆ‘”‡

„”‘ƒ†Ž› ƒ’’Ž› •‹‹Žƒ” •—‰‰‡•–‹‘•ǡ ”‡…‘‡†ƒ–‹‘•ǡ ƒ† …‘—”•‡• ‘ˆ ƒ…–‹‘Ǥ  –Š‹• …ƒ•‡ǡ –Š‡•‡

…‘–‡š–—ƒŽˆƒ…–‘”•ƒ”‡–Š‡‹†—•–”‹‡•…‘˜‡”‡†‹–Š‹•”‡•‡ƒ”…Š–ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•

„‘‘‹‰•‡”˜‹…‡•Ǥ ‘”‘‡ǡ–Š‡’”‹…‡•ƒ†–Š‡’‡”…‡‹˜‡†˜ƒŽ—‡•‘ˆ–Š‡”‡•’‡…–‹˜‡’”‘†—…–‘ˆˆ‡”‹‰•‹

–Š‡•‡–™‘…‘–‡š–•ƒ”‡˜‡”›†‹ˆˆ‡”‡–ǡƒ†’”‡˜‹‘—•”‡•‡ƒ”…Š‡•Šƒ˜‡ƒ†‡”‡’‡ƒ–‡†‘„•‡”˜ƒ–‹‘•‘

–Š‡‹ˆŽ—‡…‡‘ˆ’”‹…‡ƒ†’‡”…‡‹˜‡†˜ƒŽ—‡‹•Šƒ’‹‰…—•–‘‡”ˆ‡‡†„ƒ…ƒ†„‡Šƒ˜‹‘”ȋŽƒŽ™ƒǡʹͲʹͲǢ Tan & Ooi, 2018). These two considerations alone can influence many aspects of the consumer’s eǦ …‘‡”…‡—•‡ȋ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡ ʹͲͳͶǢŠƒŽ‹Žœƒ†‡Š ‡–ƒŽǤǡʹͲͳ͹ȌǤƒ††‹–‹‘ǡ

‡˜‡ ‹ˆ –Š‡”‡ ƒ”‡ •‹‹Žƒ”‹–‹‡• ‹ –Š‡ ƒ”‡– ’”‘ˆ‹Ž‡• ȋ‡Ǥ‰Ǥǡ †‡‘‰”ƒ’Š‹…• ƒ† ’•›…Š‘‰”ƒ’Š‹…•Ȍ ‘ˆ

‹Ž‹’‹‘•™Š‘—•‡™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•–‘ƒ˜ƒ‹Ž‘ˆ–Š‡•‡•‡”˜‹…‡•ǡ–Š‹•”‡•‡ƒ”…Šƒ†˜‘…ƒ–‡•–Šƒ–

–Š‡”‡…ƒ•–‹ŽŽ„‡•‹‰‹ˆ‹…ƒ–†‹ˆˆ‡”‡…‡•‹–Š‡‹”‘Ž‹‡’—”…Šƒ•‡„‡Šƒ˜‹‘”••‹’Ž›„‡…ƒ—•‡–Š‡’”‘†—…–•

ƒ†•‡”˜‹…‡•–Šƒ––Š‡›ƒ˜ƒ‹Žƒ”‡†‹ˆˆ‡”‡–Ǥ

Erik Paolo Capistrano ͵ͻ

Ž•‘ǡ –Š‹• ”‡•‡ƒ”…Š Š‡‡†• –Š‡ ’”‡•‡– …ƒŽŽ• ˆ‘” ‘”‡ ”‡•‡ƒ”…Š –‘ ‡Šƒ…‡ –Š‡ ƒ’’”‡…‹ƒ–‹‘ ƒ†

—†‡”•–ƒ†‹‰‘ˆƒ……‡’–ƒ…‡ƒ†—•‡ˆ”‘ƒ…‡”–ƒ‹’‘‹–‘ˆ˜‹‡™ȋŽ‘–‡‡–ƒŽǤǡʹͲʹͲǢƒ’‹•–”ƒ‘ǡ ʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠ‹•‹•ƒŽŽƒ•‹†‡ˆ”‘–Š‡…—””‡–†‡ƒ”–Š‘ˆƒ…ƒ†‡‹…†‹•…—••‹‘•‹–Š‡

Š‹Ž‹’’‹‡…‘–‡š–‘ˆ—•‡ǡ†‡•’‹–‡—‡”‘—•’”‘‘—…‡‡–•ǡ…‘‡–•ǡ‘’‹‹‘•ǡƒ††‹•…—••‹‘•

ˆ”‘–Š‡†‘‡•–‹…ƒ†‹–‡”ƒ–‹‘ƒŽ‹†—•–”›–Šƒ––Š‡Š‹Ž‹’’‹‡•‹•‘‡‘ˆ–Š‡„‹‰‰‡•–’‘‘Ž•‘ˆ‹–‡”‡–

—•‡”•Ǥ

Š‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰”‡•‡ƒ”…Š“—‡•–‹‘•ƒ”‡’‘•‡†ǣ

RQ1: Šƒ– ˆƒ…–‘”• ‹ˆŽ—‡…‡ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•

ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

RQ2: Šƒ– ‹•–Š‡ ”‘Ž‡‘ˆ –”—•–‹Š‹Ž‹’’‹‡ ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•

ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

Š‡”‡•–‘ˆ–Š‹•’ƒ’‡”‹••–”—…–—”‡†ƒ•ˆ‘ŽŽ‘™•Ǥ‡…–‹‘ʹ’”‡•‡–•–Š‡”‡˜‹‡™‘ˆ”‡Žƒ–‡†Ž‹–‡”ƒ–—”‡ǡ

†‹•…—••‹‰–Š‡”‡Ž‡˜ƒ––Š‡‘”‹‡•ƒ†–Š‡•‡Ž‡…–‡†–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”ǡƒŽŽŽ‡ƒ†‹‰–‘–Š‡†‡˜‡Ž‘’‡–

‘ˆ–Š‡”‡•‡ƒ”…ŠŠ›’‘–Š‡•‡•Ǥ‡…–‹‘͵’”‘˜‹†‡•‹ˆ‘”ƒ–‹‘”‡‰ƒ”†‹‰–Š‡‡–Š‘†•ˆ‘”†ƒ–ƒ…‘ŽŽ‡…–‹‘

ƒ† ƒƒŽ›•‡•Ǥ ‡…–‹‘ Ͷ ’”‡•‡–• –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ •–ƒ–‹•–‹…ƒŽ ƒƒŽ›•‡• †‘‡ǡ ƒ† •‘‡ ‹‹–‹ƒŽ

‹–‡”’”‡–ƒ–‹‘• ‘ˆ –Š‡Ǥ ƒ•–Ž›ǡ ‡…–‹‘ ͷ …‘˜‡”• –Š‡ …‘…Ž—•‹‘• ƒ† †‹•…—••‹‘•ǡ ƒ††”‡••‹‰ –Š‡

”‡•‡ƒ”…Š “—‡•–‹‘•ǡ ‹–‡”’”‡–‹‰ ˆ—”–Š‡” –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ ƒƒŽ›•‹•ǡ ƒ† ’”‘˜‹†‹‰ ƒ —„‡” ‘ˆ

–Š‡‘”‡–‹…ƒŽƒ†ƒƒ‰‡”‹ƒŽ‹’Ž‹…ƒ–‹‘•ǡƒ††‹”‡…–‹‘•ˆ‘”ˆ—–—”‡”‡•‡ƒ”…ŠǤ

2 Literature Review

2.1 E-commerce Use, Attitudes, and Behaviors

‘•– ”‡˜‹‡™• ‘ …‘•—‡” –‡…Š‘Ž‘‰‹‡•ǡ •—…Š ƒ• ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•ǡ ˆ‘…—• ‘ •‡˜‡”ƒŽ

†‹‡•‹‘•‘ˆ—•‡ˆ—Ž‡••ǡ…‘˜‡‹‡…‡ǡƒ……‡••‹„‹Ž‹–›ǡ‡’‘™‡”‡–ǡ†‹˜‡”•‹–›‘ˆˆ‡ƒ–—”‡•ǡ…Š‘‹…‡•ǡƒ†

‘’–‹‘• –‘ —•‡ǡ ƒ† ƒ •Ž‡™ ‘ˆ ‘–Š‡”• ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡–

”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ŽŽ ‘ˆ –Š‡•‡ †‹‡•‹‘• ƒ”‡ •—’’‘•‡† –‘ ‡•—”‡ •‹‰‹ˆ‹…ƒ–Ž›

‡Šƒ…‡† ‘’‡”ƒ–‹‘• –‘ „‡––‡” •‡”˜‡ …—•–‘‡”• ȋ‘ǡ ʹͲͳͺǢ ƒ‹Žƒ –ƒ†ƒ”† —•‹‡••ǡ ʹͲͳͺȌǤ 

”‡•’‘•‡ǡ”‡•‡ƒ”…ŠŠƒ•’”‘†—…‡†ƒ—„‡”‘ˆ–Š‡‘”‡–‹…ƒŽ†‹•…—••‹‘•–”›‹‰–‘‡š’Žƒ‹ƒ†’”‡†‹…– …‡”–ƒ‹—•‡”ƒ––‹–—†‡•ƒ†„‡Šƒ˜‹‘”•ƒ…”‘••—Ž–‹’Ž‡…‘–‡š–•Ǥ ‘”–Š‹•…‘–‡š–ǡ–Š‹•”‡•‡ƒ”…Šƒ†‘’–•

–Š‡ ‹ˆ‹‡† Š‡‘”› ‘ˆ ……‡’–ƒ…‡ ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌ ƒ• –Š‡ –Š‡‘”‡–‹…ƒŽ ˆ‘—†ƒ–‹‘Ǥ ‹”•–Ž›ǡ‹–Šƒ•…‘•‹†‡”ƒ„Ž‡‡š’Žƒƒ–‘”›’‘™‡”ƒ†Šƒ•†‡‘•–”ƒ–‡†ƒ…‡”–ƒ‹†‡‰”‡‡‘ˆ”‘„—•–‡••

ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ȋ™‹˜‡†‹ ‡– ƒŽǤǡ ʹͲͳͻȌǤ ‡…‘†Ž›ǡ –Š‡ ’‡”•’‡…–‹˜‡ –ƒ‡• ‹–‘

consideration individual users’ expectations and perceptions (AlƒŽ™ƒǡʹͲʹͲȌƒ†–Š‡‹’—–•‘ˆ–Š‡

•‘…‹‡–› ƒ”‘—† –Š‡•‡ ‹†‹˜‹†—ƒŽ —•‡”• ȋœœƒ–‹ǡ ʹͲʹͲȌ ƒ• …”‹–‹…ƒŽ …‘•–”—…–• ‹ˆŽ—‡…‹‰ ‹–‡–‹‘• ‘ˆ

ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ

”‹‰‹ƒŽŽ›ǡ ‹• ƒ ’”‘†—…– ‘ˆ ƒ …‘’”‡Š‡•‹˜‡ ”‡˜‹‡™ ƒ† •›–Š‡•‹• ‘ˆ •‡˜‡”ƒŽ –Š‡‘”‡–‹…ƒŽ

‘†‡Ž•ǡ ‹…Ž—†‹‰ –Š‡ Š‡‘”› ‘ˆ ‡ƒ•‘‡† …–‹‘ ȋȌǡ ‡…Š‘Ž‘‰› ……‡’–ƒ…‡ ‘†‡Ž ȋȌǡ

‘–‹˜ƒ–‹‘ƒŽ ‘†‡Ž ȋȌǡ Š‡‘”› ‘ˆ Žƒ‡† ‡Šƒ˜‹‘” ȋȌǡ ‘†‡Ž ‘ˆ –‹Ž‹œƒ–‹‘ ȋȌǡ

‘˜ƒ–‹‘‹ˆˆ—•‹‘Š‡‘”›ȋȌǡƒ†‘…‹ƒŽ‘‰‹–‹˜‡ Š‡‘”›ȋȌǡ’‘•‹–‹‰ –Šƒ––Š‡ˆ‘—”„ƒ•‹…

ˆƒ…–‘”•‘ˆ’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡ‡ˆˆ‘”–‡š’‡…–ƒ…›ǡ•‘…‹ƒŽ‹ˆŽ—‡…‡ǡƒ†ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•‡ƒ…Š

‡š‡”–‹ˆŽ—‡…‡‘ˆ„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ǡ’ǤͶͶ͹ȌǤ˜‡”–‹‡ǡ

Šƒ•’”‘˜‡‹–•”‘„—•–‡••ǡ„‡‹‰ƒ’’Ž‹‡†‹ƒ›†‹ˆˆ‡”‡–…‘–‡š–•„‡›‘†‹–•‘”‹‰‹ƒŽ•…‘’‡

‘ˆ…‘’—–‡”—•‡‹™‘”’Žƒ…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠƒ•ƒŽ•‘‡š’‡”‹‡…‡†•‡˜‡”ƒŽ”‡˜‹•‹‘•

ƒ†ƒ††‹–‹‘•–‘‹–••…‘’‡ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸Ȍǡ•‘‡

‘ˆ™Š‹…Šƒ”‡ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…ŠǤŠ‹•”‡•‡ƒ”…Šƒ†‘’–•ƒ†‡š–‡†•–Š‡’”‡˜‹‘—•

ƒ’’Ž‹…ƒ–‹‘–‘ˆ‘‘†•‡”˜‹…‡•ȋŽƒŽ™ƒǡʹͲʹͲǢœœƒ–‹ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ ʹͲͳͻȌƒ†–‘—”‹•„‘‘‹‰ȋƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡʹͲͳͶǢ

œ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ —”–Š‡”‘”‡ǡƒƒ††‹–‹‘ƒŽ˜ƒ”‹ƒ„Ž‡‘ˆŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹•

ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…Šǡ’”‹ƒ”‹Ž›–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–•‘‡Š‡†‘‹…‡Ž‡‡–•ǡ•—…Šƒ•

ˆ—ǡ‡Œ‘›‡–ǡƒ†•ƒ–‹•ˆƒ…–‹‘†‡”‹˜‡†ˆ”‘–‡…Š‘Ž‘‰›ƒ……‡’–ƒ…‡ƒ†—•‡ǡ…ƒ‡Šƒ…‡–Š‡‘˜‡”ƒŽŽ

͵ͺ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and Tourism Booking Services

with the recognition by the Philippines’ Department of Trade and Industry (DTI) of the importance of

–”—•–Ǧbuilding measures to enhance the country’s overall eǦ…‘‡”…‡Žƒ†•…ƒ’‡ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲȌǤ

”‘–Š‡’”ƒ…–‹…ƒŽ•‹†‡ǡ–Š‹•”‡•‡ƒ”…Š’”‡•‡–•‡™‡”…‘–‡š–•ǡ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•

„‘‘‹‰•‡”˜‹…‡•‹„‘–Š™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’ˆ‘”ǡ–‘…‘’Ž‡‡––Š‡‡š‹•–‹‰’‘‘Ž‘ˆŽ‹–‡”ƒ–—”‡Ǥ

•‹†‡ˆ”‘–Š‡ˆƒ…––Šƒ––Š‡•‡–™‘•‡…–‘”•ƒ”‡…‘•‹†‡”‡†–‘Šƒ˜‡‰”‡ƒ–’‘–‡–‹ƒŽȋ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡–”ƒ†‘‘ǡʹͲͳ͹Ǣ‘“—‡ǡʹͲʹͲȌǡ–Š‡Ǧͳͻ•‹–—ƒ–‹‘Šƒ••‹‰‹ˆ‹…ƒ–Ž›‹ˆŽ—‡…‡†

–Š‡™ƒ›–Š‡•‡–™‘•‡…–‘”•ƒ”‡’‡”…‡‹˜‡†ˆ‘”ƒ—„‡”‘ˆ†‹ˆˆ‡”‡–”‡ƒ•‘•ȋ‡’ƒ”–‡–‘ˆ‘—”‹•ǡ ʹͲʹͲǢƒƒŽƒ‰ǡʹͲʹͲǢ‘“—‡ǡʹͲʹͲȌǤ

”‹‘”–‘–Š‡’ƒ†‡‹…ǡ–Š‡ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡™ƒ•‘ƒ˜‡”›ƒ––”ƒ…–‹˜‡–”ƒŒ‡…–‘”›ǤʹͲͳͺǡ–Š‡

country’s online food delivery market (via websites or mobile appsȌǣ ȋͳȌ ™ƒ• ˜ƒŽ—‡† ƒ– ƒ”‘—†

̈́ʹʹͺǤͳ‹ŽŽ‹‘ǢȋʹȌ™ƒ•’ƒ–”‘‹œ‡†„›ƒŽ‘•–‡‹‰Š–‹ŽŽ‹‘ ‹Ž‹’‹‘•Ǣȋ͵Ȍƒ……‘—–‡†ˆ‘”ʹͷΨ‘ˆ–Š‡

–‘–ƒŽˆ‘‘†•‡”˜‹…‡•‹†—•–”›Ǣƒ†ȋͶȌ™ƒ•’”‘Œ‡…–‡†–‘‰”‘™ƒ—ƒŽŽ›„›ʹͲΨ–Š”‘—‰ŠʹͲʹͲȋ‘ǡʹͲͳͺȌǤ

•ˆ‘”–Š‡–‘—”‹•„‘‘‹‰•‡”˜‹…‡ǡ’”‡ǦǦͳͻ‡š’‡…–ƒ–‹‘•’”‘Œ‡…–‡†–Šƒ––Š‡‘Ž‹‡–”ƒ˜‡Žƒ”‡–

‹–Š‡Š‹Ž‹’’‹‡•™‘—Ž†‰”‘™ˆ”‘̈́ͳǤͳ„‹ŽŽ‹‘‹ʹͲͳͷ–‘̈́ͶǤ͸„‹ŽŽ‹‘„›ʹͲʹͷȋƒ‹Žƒ–ƒ†ƒ”†

—•‹‡••ǡʹͲͳͺȌǤ

‘™‡˜‡”ǡ”‡‰ƒ”†Ž‡••‘ˆ–Š‡Ǧͳͻ‡š–‡”ƒŽ‡˜‹”‘‡–ƒŽ•Š‘…ǡƒ›Š‹Ž‹’’‹‡„—•‹‡••‡•ǡ

‹…Ž—†‹‰–Š‘•‡‹–Š‡ˆ‘‘†ƒ†–‘—”‹••‡”˜‹…‡•ǡŠƒ˜‡”ƒ’‡†—’–Š‡‹”‡Ǧ…‘‡”…‡‡ˆˆ‘”–•ǡƒŽ„‡‹–ˆ‘”

†‹ˆˆ‡”‡–”‡ƒ•‘•Ǥ‡…ƒ—•‡‘ˆ–Š‡•‹‰‹ˆ‹…ƒ–—’–‹…‹†‡ƒ†ˆ‘”‘Ž‹‡…Šƒ‡Ž•–‘’Žƒ…‡‘”†‡”•ƒ†

ƒ‡†‡Ž‹˜‡”‹‡•ǡƒ›ˆ‘‘†„—•‹‡••‡•Šƒ˜‡‡Šƒ…‡†–Š‡‹”’”‡•‡…‡•–Š”‘—‰Š–Š‡‹”‘™™‡„•‹–‡•ƒ†

‘„‹Ž‡ƒ’’•‘”„›’ƒ”–‡”‹‰™‹–Š–Š‹”†Ǧ’ƒ”–›‘‡•ȋƒƒŽƒ‰ǡʹͲʹͲǢƒ•‹‰ƒǡʹͲʹͲǢƒ’’Ž‡”Ǥ…‘ǡ ʹͲʹͲȌǤ ‘™‡˜‡”ǡ ˆ‘” –Š‡ –‘—”‹• ‹†—•–”›ǡ ™Š‹…Š ™ƒ• Š‹– ˜‡”› Šƒ”† „› –Š‡ ’ƒ†‡‹…ǡ ƒ›

•–ƒ‡Š‘Ž†‡”•ƒ”‡‡š’Ž‘”‹‰‘Ž‹‡…Šƒ‡Ž•ƒ•–‘‘Ž•–‘Š‡Ž’ƒ””‡•––Š‡†‡…Ž‹‡‹„—•‹‡••‡•ǡ”‡–Š‹

„—•‹‡••‘†‡Ž•ǡƒ†‡˜‡‡…‘—”ƒ‰‡ˆ—–—”‡„—•‹‡••ƒ…–‹˜‹–‹‡•ȋ‘“—‡ǡʹͲʹͲȌǤ‡…‡ǡ‹ˆ…‘’ƒ‹‡•

™ƒ––‘’ƒ”–‹…‹’ƒ–‡‹‡Ǧ…‘‡”…‡ǡ–Š‡›‘—‰Š––‘Š‡ƒ˜‹Ž›…‘•‹†‡”™Šƒ––Š‡‹”…—•–‘‡”•™ƒ–ƒ•–Š‡›

†‡˜‡Ž‘’–Š‡‹”™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

‘™ –Šƒ– Ǧͳͻ Šƒ• ’”‘’–‡† ‹Ž‹’‹‘ ƒ”‡–• ƒ† ‹†—•–”‹‡• –‘ …‘•‹†‡” ‡„”ƒ…‹‰ ‡Ǧ …‘‡”…‡–‡…Š‘Ž‘‰‹‡•–‘†‘„—•‹‡••ǡ„—•‹‡••‡•—•–‡•—”‡–Šƒ––Š‡›ƒ”‡ƒ„Ž‡–‘’”‘˜‹†‡Š‹‰ŠǦ

“—ƒŽ‹–› ‘Ž‹‡ ’Žƒ–ˆ‘”• –‘ •‡ŽŽ –Š‡‹” ’”‘†—…–• ƒ† •‡”˜‹…‡• ȋƒ•‹‰ƒǡ ʹͲʹͲȌǤ ƒ•– ”‡•‡ƒ”…Š‡• Šƒ˜‡

ƒ’Ž›†‡‘•–”ƒ–‡†–Šƒ–‹‘”†‡”ˆ‘”„—•‹‡••‡•–‘†‡•‹‰‡™’Žƒ–ˆ‘”•ˆ‘”–Š‡‹”‘Ž‹‡’”‡•‡…‡•ǡ

‘”‹’”‘˜‡–Š‡‹”‡š‹•–‹‰‘‡•ǡ–Š‡›—•–”‡ˆ‡”–‘–Š‡ˆ‡‡†„ƒ…ƒ†‹•‹‰Š–•‘ˆ…‘•—‡”•™Š‘Šƒ˜‡

’”‹‘”‡š’‡”‹‡…‡•—•‹‰•—…Š‘Ž‹‡’Žƒ–ˆ‘”•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š ‡–ƒŽǤǡ ʹͲͳͳǢ‡ƒ–‡•Š ‡–ƒŽǤǡʹͲͳ͸ȌǢ‹ –Š‹•…ƒ•‡ǡ–Š‘•‡ ™Š‘Šƒ˜‡ –”ƒ•ƒ…–‡†

–Š”‘—‰Š ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’• ‘ˆ •‡”˜‹…‡• ‘ˆˆ‡”‹‰ ˆ‘‘† †‡Ž‹˜‡”› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ œœƒ–‹ǡ ʹͲʹͲǢ

ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ ƒ•ƒ–Šƒ—ƒ” Ƭ ”—’”ƒƒ•Šǡ ʹͲͳͻȌ ƒ† –‘—”‹• „‘‘‹‰• ȋƒŽ‹ƒ Ƭ

†”ƒ™ƒ–‹ǡʹͲͳͻǢ‹‡‡–ƒŽǤǡʹͲͳͷǢœ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ

›…‘’ƒ”‹‰ƒ†…‘–”ƒ•–‹‰–™‘†‹ˆˆ‡”‡–…‘–‡š–•‘ˆˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•„‘‘‹‰

•‡”˜‹…‡•ǡ –Š‹• ”‡•‡ƒ”…Š Š‘’‡• –‘ †‡‘•–”ƒ–‡ –Š‡ ‹’‘”–ƒ…‡ ‘ˆ …‘–‡š–—ƒŽ ˆƒ…–‘”• ‹ ƒ‹‰

‘„•‡”˜ƒ–‹‘•ƒ††‡…‹•‹‘•”‡‰ƒ”†‹‰ƒ……‡’–ƒ…‡ƒ†—•‡ǤŠ‡”‡‹•ƒ–‡†‡…›‹’”ƒ…–‹…‡–‘†”ƒ™

…‘…Ž—•‹‘•„ƒ•‡†‘ƒ…”‘‡…‘‘‹…’‘‹–•‘ˆ˜‹‡™—–‹Ž‹œ‹‰ƒ‰‰”‡‰ƒ–‡†ƒ–ƒǡƒ••—‹‰–Šƒ––Š‡•‡ƒ”‡

‘‡Ǧ•‹œ‡Ǧˆ‹–•ǦƒŽŽ ‹†‡ƒ• ƒ’’Ž‹…ƒ„Ž‡ ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ‡’Ž‘›‹‰ –Š‡ •ƒ‡ ‘” Š‹‰ŠŽ› •‹‹Žƒ”

–‡…Š‘Ž‘‰‹‡•Ǥƒ”–‹…—Žƒ”Ž›ǡ–Š‹•”‡•‡ƒ”…Š•–”‘‰Ž›†‹•…‘—”ƒ‰‡•ƒ••—’–‹‘•ƒ†…‘…Ž—•‹‘•–Šƒ–Œ—•–

„‡…ƒ—•‡†‹ˆˆ‡”‡–‹†—•–”‹‡•‡’Ž‘›•‹‹Žƒ”™‡„•‹–‡ƒ†‘„‹Ž‡ƒ’’–‡…Š‘Ž‘‰‹‡•ǡ–Š‡›…ƒ–Š‡”‡ˆ‘”‡

„”‘ƒ†Ž› ƒ’’Ž› •‹‹Žƒ” •—‰‰‡•–‹‘•ǡ ”‡…‘‡†ƒ–‹‘•ǡ ƒ† …‘—”•‡• ‘ˆ ƒ…–‹‘Ǥ  –Š‹• …ƒ•‡ǡ –Š‡•‡

…‘–‡š–—ƒŽˆƒ…–‘”•ƒ”‡–Š‡‹†—•–”‹‡•…‘˜‡”‡†‹–Š‹•”‡•‡ƒ”…Š–ˆ‘‘††‡Ž‹˜‡”›•‡”˜‹…‡•ƒ†–‘—”‹•

„‘‘‹‰•‡”˜‹…‡•Ǥ ‘”‘‡ǡ–Š‡’”‹…‡•ƒ†–Š‡’‡”…‡‹˜‡†˜ƒŽ—‡•‘ˆ–Š‡”‡•’‡…–‹˜‡’”‘†—…–‘ˆˆ‡”‹‰•‹

–Š‡•‡–™‘…‘–‡š–•ƒ”‡˜‡”›†‹ˆˆ‡”‡–ǡƒ†’”‡˜‹‘—•”‡•‡ƒ”…Š‡•Šƒ˜‡ƒ†‡”‡’‡ƒ–‡†‘„•‡”˜ƒ–‹‘•‘

–Š‡‹ˆŽ—‡…‡‘ˆ’”‹…‡ƒ†’‡”…‡‹˜‡†˜ƒŽ—‡‹•Šƒ’‹‰…—•–‘‡”ˆ‡‡†„ƒ…ƒ†„‡Šƒ˜‹‘”ȋŽƒŽ™ƒǡʹͲʹͲǢ Tan & Ooi, 2018). These two considerations alone can influence many aspects of the consumer’s eǦ …‘‡”…‡—•‡ȋ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡ ʹͲͳͶǢŠƒŽ‹Žœƒ†‡Š ‡–ƒŽǤǡʹͲͳ͹ȌǤƒ††‹–‹‘ǡ

‡˜‡ ‹ˆ –Š‡”‡ ƒ”‡ •‹‹Žƒ”‹–‹‡• ‹ –Š‡ ƒ”‡– ’”‘ˆ‹Ž‡• ȋ‡Ǥ‰Ǥǡ †‡‘‰”ƒ’Š‹…• ƒ† ’•›…Š‘‰”ƒ’Š‹…•Ȍ ‘ˆ

‹Ž‹’‹‘•™Š‘—•‡™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•–‘ƒ˜ƒ‹Ž‘ˆ–Š‡•‡•‡”˜‹…‡•ǡ–Š‹•”‡•‡ƒ”…Šƒ†˜‘…ƒ–‡•–Šƒ–

–Š‡”‡…ƒ•–‹ŽŽ„‡•‹‰‹ˆ‹…ƒ–†‹ˆˆ‡”‡…‡•‹–Š‡‹”‘Ž‹‡’—”…Šƒ•‡„‡Šƒ˜‹‘”••‹’Ž›„‡…ƒ—•‡–Š‡’”‘†—…–•

ƒ†•‡”˜‹…‡•–Šƒ––Š‡›ƒ˜ƒ‹Žƒ”‡†‹ˆˆ‡”‡–Ǥ

Erik Paolo Capistrano ͵ͻ

Ž•‘ǡ –Š‹• ”‡•‡ƒ”…Š Š‡‡†• –Š‡ ’”‡•‡– …ƒŽŽ• ˆ‘” ‘”‡ ”‡•‡ƒ”…Š –‘ ‡Šƒ…‡ –Š‡ ƒ’’”‡…‹ƒ–‹‘ ƒ†

—†‡”•–ƒ†‹‰‘ˆƒ……‡’–ƒ…‡ƒ†—•‡ˆ”‘ƒ…‡”–ƒ‹’‘‹–‘ˆ˜‹‡™ȋŽ‘–‡‡–ƒŽǤǡʹͲʹͲǢƒ’‹•–”ƒ‘ǡ ʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠ‹•‹•ƒŽŽƒ•‹†‡ˆ”‘–Š‡…—””‡–†‡ƒ”–Š‘ˆƒ…ƒ†‡‹…†‹•…—••‹‘•‹–Š‡

Š‹Ž‹’’‹‡…‘–‡š–‘ˆ—•‡ǡ†‡•’‹–‡—‡”‘—•’”‘‘—…‡‡–•ǡ…‘‡–•ǡ‘’‹‹‘•ǡƒ††‹•…—••‹‘•

ˆ”‘–Š‡†‘‡•–‹…ƒ†‹–‡”ƒ–‹‘ƒŽ‹†—•–”›–Šƒ––Š‡Š‹Ž‹’’‹‡•‹•‘‡‘ˆ–Š‡„‹‰‰‡•–’‘‘Ž•‘ˆ‹–‡”‡–

—•‡”•Ǥ

Š‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰”‡•‡ƒ”…Š“—‡•–‹‘•ƒ”‡’‘•‡†ǣ

RQ1: Šƒ– ˆƒ…–‘”• ‹ˆŽ—‡…‡ Š‹Ž‹’’‹‡ ‘Ž‹‡ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ •‡”˜‹…‡•

ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

RQ2: Šƒ– ‹•–Š‡ ”‘Ž‡‘ˆ –”—•–‹Š‹Ž‹’’‹‡ ‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•

ƒ……‡’–ƒ…‡ƒ†—•‡ǫ

Š‡”‡•–‘ˆ–Š‹•’ƒ’‡”‹••–”—…–—”‡†ƒ•ˆ‘ŽŽ‘™•Ǥ‡…–‹‘ʹ’”‡•‡–•–Š‡”‡˜‹‡™‘ˆ”‡Žƒ–‡†Ž‹–‡”ƒ–—”‡ǡ

†‹•…—••‹‰–Š‡”‡Ž‡˜ƒ––Š‡‘”‹‡•ƒ†–Š‡•‡Ž‡…–‡†–Š‡‘”‡–‹…ƒŽˆ”ƒ‡™‘”ǡƒŽŽŽ‡ƒ†‹‰–‘–Š‡†‡˜‡Ž‘’‡–

‘ˆ–Š‡”‡•‡ƒ”…ŠŠ›’‘–Š‡•‡•Ǥ‡…–‹‘͵’”‘˜‹†‡•‹ˆ‘”ƒ–‹‘”‡‰ƒ”†‹‰–Š‡‡–Š‘†•ˆ‘”†ƒ–ƒ…‘ŽŽ‡…–‹‘

ƒ† ƒƒŽ›•‡•Ǥ ‡…–‹‘ Ͷ ’”‡•‡–• –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ •–ƒ–‹•–‹…ƒŽ ƒƒŽ›•‡• †‘‡ǡ ƒ† •‘‡ ‹‹–‹ƒŽ

‹–‡”’”‡–ƒ–‹‘• ‘ˆ –Š‡Ǥ ƒ•–Ž›ǡ ‡…–‹‘ ͷ …‘˜‡”• –Š‡ …‘…Ž—•‹‘• ƒ† †‹•…—••‹‘•ǡ ƒ††”‡••‹‰ –Š‡

”‡•‡ƒ”…Š “—‡•–‹‘•ǡ ‹–‡”’”‡–‹‰ ˆ—”–Š‡” –Š‡ ”‡•—Ž–• ‘ˆ –Š‡ ƒƒŽ›•‹•ǡ ƒ† ’”‘˜‹†‹‰ ƒ —„‡” ‘ˆ

–Š‡‘”‡–‹…ƒŽƒ†ƒƒ‰‡”‹ƒŽ‹’Ž‹…ƒ–‹‘•ǡƒ††‹”‡…–‹‘•ˆ‘”ˆ—–—”‡”‡•‡ƒ”…ŠǤ

2 Literature Review

2.1 E-commerce Use, Attitudes, and Behaviors

‘•– ”‡˜‹‡™• ‘ …‘•—‡” –‡…Š‘Ž‘‰‹‡•ǡ •—…Š ƒ• ™‡„•‹–‡• ƒ† ‘„‹Ž‡ ƒ’’•ǡ ˆ‘…—• ‘ •‡˜‡”ƒŽ

†‹‡•‹‘•‘ˆ—•‡ˆ—Ž‡••ǡ…‘˜‡‹‡…‡ǡƒ……‡••‹„‹Ž‹–›ǡ‡’‘™‡”‡–ǡ†‹˜‡”•‹–›‘ˆˆ‡ƒ–—”‡•ǡ…Š‘‹…‡•ǡƒ†

‘’–‹‘• –‘ —•‡ǡ ƒ† ƒ •Ž‡™ ‘ˆ ‘–Š‡”• ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡–

”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ŽŽ ‘ˆ –Š‡•‡ †‹‡•‹‘• ƒ”‡ •—’’‘•‡† –‘ ‡•—”‡ •‹‰‹ˆ‹…ƒ–Ž›

‡Šƒ…‡† ‘’‡”ƒ–‹‘• –‘ „‡––‡” •‡”˜‡ …—•–‘‡”• ȋ‘ǡ ʹͲͳͺǢ ƒ‹Žƒ –ƒ†ƒ”† —•‹‡••ǡ ʹͲͳͺȌǤ 

”‡•’‘•‡ǡ”‡•‡ƒ”…ŠŠƒ•’”‘†—…‡†ƒ—„‡”‘ˆ–Š‡‘”‡–‹…ƒŽ†‹•…—••‹‘•–”›‹‰–‘‡š’Žƒ‹ƒ†’”‡†‹…– …‡”–ƒ‹—•‡”ƒ––‹–—†‡•ƒ†„‡Šƒ˜‹‘”•ƒ…”‘••—Ž–‹’Ž‡…‘–‡š–•Ǥ ‘”–Š‹•…‘–‡š–ǡ–Š‹•”‡•‡ƒ”…Šƒ†‘’–•

–Š‡ ‹ˆ‹‡† Š‡‘”› ‘ˆ ……‡’–ƒ…‡ ƒ† •‡ ‘ˆ ‡…Š‘Ž‘‰› ȋȌ ƒ• –Š‡ –Š‡‘”‡–‹…ƒŽ ˆ‘—†ƒ–‹‘Ǥ ‹”•–Ž›ǡ‹–Šƒ•…‘•‹†‡”ƒ„Ž‡‡š’Žƒƒ–‘”›’‘™‡”ƒ†Šƒ•†‡‘•–”ƒ–‡†ƒ…‡”–ƒ‹†‡‰”‡‡‘ˆ”‘„—•–‡••

ƒ…”‘•• †‹ˆˆ‡”‡– …‘–‡š–• ȋ™‹˜‡†‹ ‡– ƒŽǤǡ ʹͲͳͻȌǤ ‡…‘†Ž›ǡ –Š‡ ’‡”•’‡…–‹˜‡ –ƒ‡• ‹–‘

consideration individual users’ expectations and perceptions (AlƒŽ™ƒǡʹͲʹͲȌƒ†–Š‡‹’—–•‘ˆ–Š‡

•‘…‹‡–› ƒ”‘—† –Š‡•‡ ‹†‹˜‹†—ƒŽ —•‡”• ȋœœƒ–‹ǡ ʹͲʹͲȌ ƒ• …”‹–‹…ƒŽ …‘•–”—…–• ‹ˆŽ—‡…‹‰ ‹–‡–‹‘• ‘ˆ

ƒ……‡’–ƒ…‡ƒ†—•‡Ǥ

”‹‰‹ƒŽŽ›ǡ ‹• ƒ ’”‘†—…– ‘ˆ ƒ …‘’”‡Š‡•‹˜‡ ”‡˜‹‡™ ƒ† •›–Š‡•‹• ‘ˆ •‡˜‡”ƒŽ –Š‡‘”‡–‹…ƒŽ

‘†‡Ž•ǡ ‹…Ž—†‹‰ –Š‡ Š‡‘”› ‘ˆ ‡ƒ•‘‡† …–‹‘ ȋȌǡ ‡…Š‘Ž‘‰› ……‡’–ƒ…‡ ‘†‡Ž ȋȌǡ

‘–‹˜ƒ–‹‘ƒŽ ‘†‡Ž ȋȌǡ Š‡‘”› ‘ˆ Žƒ‡† ‡Šƒ˜‹‘” ȋȌǡ ‘†‡Ž ‘ˆ –‹Ž‹œƒ–‹‘ ȋȌǡ

‘˜ƒ–‹‘‹ˆˆ—•‹‘Š‡‘”›ȋȌǡƒ†‘…‹ƒŽ‘‰‹–‹˜‡ Š‡‘”›ȋȌǡ’‘•‹–‹‰ –Šƒ––Š‡ˆ‘—”„ƒ•‹…

ˆƒ…–‘”•‘ˆ’‡”ˆ‘”ƒ…‡‡š’‡…–ƒ…›ǡ‡ˆˆ‘”–‡š’‡…–ƒ…›ǡ•‘…‹ƒŽ‹ˆŽ—‡…‡ǡƒ†ˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•‡ƒ…Š

‡š‡”–‹ˆŽ—‡…‡‘ˆ„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ǡ’ǤͶͶ͹ȌǤ˜‡”–‹‡ǡ

Šƒ•’”‘˜‡‹–•”‘„—•–‡••ǡ„‡‹‰ƒ’’Ž‹‡†‹ƒ›†‹ˆˆ‡”‡–…‘–‡š–•„‡›‘†‹–•‘”‹‰‹ƒŽ•…‘’‡

‘ˆ…‘’—–‡”—•‡‹™‘”’Žƒ…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤŠƒ•ƒŽ•‘‡š’‡”‹‡…‡†•‡˜‡”ƒŽ”‡˜‹•‹‘•

ƒ†ƒ††‹–‹‘•–‘‹–••…‘’‡ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸Ȍǡ•‘‡

‘ˆ™Š‹…Šƒ”‡ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…ŠǤŠ‹•”‡•‡ƒ”…Šƒ†‘’–•ƒ†‡š–‡†•–Š‡’”‡˜‹‘—•

ƒ’’Ž‹…ƒ–‹‘–‘ˆ‘‘†•‡”˜‹…‡•ȋŽƒŽ™ƒǡʹͲʹͲǢœœƒ–‹ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ ʹͲͳͻȌƒ†–‘—”‹•„‘‘‹‰ȋƒŽ‹ƒƬ†”ƒ™ƒ–‹ǡʹͲͳͻǢ•…‘„ƒ”Ǧ‘†”À‰—‡œƬƒ”˜ƒŒƒŽǦ”—Œ‹ŽŽ‘ǡʹͲͳͶǢ

œ–—”‡–ƒŽǤǡʹͲͳ͸ǢƒƬ‘‹ǡʹͲͳͺȌǤ —”–Š‡”‘”‡ǡƒƒ††‹–‹‘ƒŽ˜ƒ”‹ƒ„Ž‡‘ˆŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹•

ƒŽ•‘…‘•‹†‡”‡†‹–Š‹•”‡•‡ƒ”…Šǡ’”‹ƒ”‹Ž›–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–•‘‡Š‡†‘‹…‡Ž‡‡–•ǡ•—…Šƒ•

ˆ—ǡ‡Œ‘›‡–ǡƒ†•ƒ–‹•ˆƒ…–‹‘†‡”‹˜‡†ˆ”‘–‡…Š‘Ž‘‰›ƒ……‡’–ƒ…‡ƒ†—•‡ǡ…ƒ‡Šƒ…‡–Š‡‘˜‡”ƒŽŽ

ͶͲ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and Tourism Booking Services

’‡”…‡’–‹‘• ‘ˆ –Š‡ –‡…Š‘Ž‘‰› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ œ–—” ‡– ƒŽǤǡ ʹͲͳ͸Ǣ ƒŽƒ—Ǧ

ƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ

Figure 1. Proposed research model

2.2 Trust Theory in E-commerce Use

‹•…‘—”•‡‘–”—•–‹”‡•‡ƒ”…Š‹•…‘–‹—‘—•Ž›‡˜‘Ž˜‹‰Ǥ˜‡ƒ…”‘••†‹ˆˆ‡”‡–”‡•‡ƒ”…Š…‘–‡š–•ǡ

–Š‡ –Š‡‘”‡–‹…ƒŽ Ž‡• –ƒ‡ ‘ „› –Š‡ ”‘Ž‡ ‘ˆ –”—•– …ƒ ˜ƒ”› ƒ• ™‡ŽŽ ȋ…‹‰Š– Ƭ Š‡”˜ƒ›ǡ ʹͲͲͳǢ …‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤ‡Ǧ…‘‡”…‡ǡ–”—•–‹•ƒ…‘‘‹••—‡–Šƒ–•Š‘—Ž†‘–„‡‡š…Ž—†‡†‹–Š‡

†‹•…—••‹‘ǡ‘•–‡•’‡…‹ƒŽŽ›‹ˆƒ”‡–•ˆ‘”‡Ǧ…‘‡”…‡‡š’‡”‹‡…‡‡–‡‘”‹…”‹•‡•ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡– ”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ‘” –Š‹• …‘–‡š–ǡ –Š‹•

”‡•‡ƒ”…Š†‡ˆ‹‡•–”—•–ƒ•–Š‡‹‹–‹ƒŽ•–ƒ‰‡‘ˆ†‡˜‡Ž‘’‹‰ˆƒ˜‘”ƒ„Ž‡”‡ƒ…–‹‘•ǡƒ––‹–—†‡•ǡƒ†’‡”…‡’–‹‘•

–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”ǤŠ‡•‡‹‹–‹ƒŽ•–ƒ‰‡•Šƒ˜‡„‡‡–Š‡‘”‹œ‡†ƒ•‹’‘”–ƒ–ˆƒ…–‘”•‹ˆŽ—‡…‹‰

ˆ—”–Š‡”‡˜ƒŽ—ƒ–‹‘•‘ˆ–Š‡‹“—‡•–‹‘ǡ™Š‹…Š™‘—Ž†–Š‡Ž‡ƒ†–‘‹ˆŽ—‡…‹‰ƒ……‡’–ƒ…‡ǡ—•‡ǡƒ†

…‘–‹—‡†—•‡ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ‘”‡•’‡…‹ˆ‹…ƒŽŽ›ǡ–”—•–’”‘˜‹†‡••‘‡†‡‰”‡‡‘ˆ•—„Œ‡…–‹˜‡

‰—ƒ”ƒ–‡‡–Šƒ–—•‡”•™‹ŽŽŠƒ˜‡ƒ’‘•‹–‹˜‡‡š’‡”‹‡…‡—•‹‰–Š‡–‡…Š‘Ž‘‰›ǡƒ†–Š‡”‡ˆ‘”‡ˆ‘”‘”‡

ˆƒ˜‘”ƒ„Ž‡’‡”…‡’–‹‘•–‘™ƒ”†•–Š‡–‡…Š‘Ž‘‰›ƒ†–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”•—•‹‰–Š‡–‡…Š‘Ž‘‰›

ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲȌǤ —”–Š‡”‘”‡ǡ–Š‹•’ƒ”–‹…—Žƒ”†‡ˆ‹‹–‹‘‘ˆ–”—•–‹•‡’Ž‘›‡†

‹–Š‹•”‡•‡ƒ”…Š–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–ƒ›‡š‹•–‹‰ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ƒ”‡

‘’‡”ƒ–‡†„›™‡ŽŽǦ‘™ƒ†”‡’—–ƒ„Ž‡‘”‰ƒ‹œƒ–‹‘•Ǥ‘•‹•–‡–™‹–Š–Š‡‘”›ǡ•—…Šˆƒ˜‘”ƒ„Ž‡‹ƒ‰‡•

…ƒƒŽ”‡ƒ†›‡•–ƒ„Ž‹•Š‹‹–‹ƒŽ–”—•–„‡Ž‹‡ˆ•ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤ‘™‡˜‡”ǡ

–Š‹•’—–•’”‡••—”‡‘–Š‡•‡‘”‰ƒ‹œƒ–‹‘•–‘ˆ‘ŽŽ‘™–Š”‘—‰Š‘–Š‘•‡‹‹–‹ƒŽ‹’”‡••‹‘•„›‡’Ž‘›‹‰

‰‘‘†“—ƒŽ‹–›–‡…Š‘Ž‘‰‹‡•–‘†‡Ž‹˜‡”‘–Š‡‹”’”‘†—…–•ƒ†•‡”˜‹…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ

Š‡‘”‡–‹…ƒŽŽ›ǡ–Š‡”‡ƒ”‡•‘‡’”‡˜‹‘—••–—†‹‡•–Šƒ–‡š’Ž‘”‡†–Š‡”‘Ž‡‘ˆ–”—•–™‹–Š‹–Š‡…‘–‡š–‘ˆ

ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ•’‡…‹ƒŽŽ›ˆ‘”‡Ǧ…‘‡”…‡ǡ

–”—•––Š‡‘”›‹•ƒ‹’‘”–ƒ–…‘•‹†‡”ƒ–‹‘ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǡ

‡•’‡…‹ƒŽŽ› •‹…‡ –Š‡•‡ ‘Ž‹‡ •‡”˜‹…‡• ‘ˆ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ ‹…Ž—†‡ –™‘ †‹•–‹…–

ˆ—…–‹‘•–Šƒ–”‡“—‹”‡ƒ•‹‰‹ˆ‹…ƒ–†‡‰”‡‡‘ˆ—•‡”–”—•–ǣȋͳȌ–Š‡…‘ŽŽ‡…–‹‘‘ˆ’‡”•‘ƒŽ‹ˆ‘”ƒ–‹‘Ǣƒ†

ȋʹȌ–Š‡ˆƒ…‹Ž‹–ƒ–‹‘‘ˆ‘Ž‹‡’ƒ›‡–‡…Šƒ‹••˜‹ƒ†‹‰‹–ƒŽ…—””‡…‹‡•‘”…”‡†‹–…ƒ”†•ǤŽ‹‡ˆ‘‘†

†‡Ž‹˜‡”›•‡”˜‹…‡•”‡“—‹”‡ƒ…—•–‘‡”ƒ‡ǡƒ†‡•–‹ƒ–‹‘ƒ††”‡••ǡƒ†…‘–ƒ…–†‡–ƒ‹Ž•ǡ™Š‹Ž‡‘Ž‹‡

–‘—”‹• „‘‘‹‰ ”‡“—‹”‡• •‹‹Žƒ” —•‡” †ƒ–ƒ ƒ• ™‡ŽŽǤ Ž•‘ǡ „‘–Š •‡”˜‹…‡• ‡…‘—”ƒ‰‡ —•‹‰ …ƒ•ŠŽ‡••

–”ƒ•ƒ…–‹‘•–‘ƒ‡–Š‡‹”’ƒ›‡–•ǤŠ‹•ƒ‡•…—•–‘‡”•˜—Ž‡”ƒ„Ž‡ǡƒ†–Š‡”‡ˆ‘”‡‡š’‡…–ƒ–‹‘•

”‡‰ƒ”†‹‰–Š‡•‡”˜‹…‡•–Šƒ––Š‡›™ƒ––‘ƒ˜ƒ‹Ž–Š‡•‡Ž˜‡•”‹•‡•ȋ‹‡‡–ƒŽǤǡʹͲͳͷȌǡƒ†–Š‡‹”–‘Ž‡”ƒ…‡

ˆ‘”‹•–ƒ‡•‘ˆ–Š‡•‡”˜‹…‡’”‘˜‹†‡””‡†—…‡•ȋƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ—–ǡ‘–Š‡‘–Š‡”

Šƒ†ǡ ‘…‡ –”—•– ‹• ƒ…Š‹‡˜‡†ǡ ‹– …‘–”‹„—–‡• –‘ ˆƒ˜‘”ƒ„Ž‡ ’‡”…‡’–‹‘• –‘™ƒ”†• –Š‡ •‡”˜‹…‡ ƒ† –Š‡

–‡…Š‘Ž‘‰›‹–‡’Ž‘›•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ȍǡƒ†ƒŽ•‘”‡†—…‡•ƒ›—ˆƒ˜‘”ƒ„Ž‡

’‡”…‡’–‹‘•ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ’‡…‹ˆ‹…ƒŽŽ›ǡ–”—•–‹•ƒ‹’‘”–ƒ–

‹–‹‰ƒ–‹‰ˆƒ…–‘”‹•‡˜‡”ƒŽ‡‰ƒ–‹˜‡’‡”…‡’–‹‘•ƒ†ƒ…”—…‹ƒŽˆƒ…–‘”‹‡Šƒ…‹‰’‘•‹–‹˜‡’‡”…‡’–‹‘•

Erik Paolo Capistrano Ͷͳ

ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‡•ƒ”‡’”‘’‘•‡†

ˆ‘”–Š‹•”‡•‡ƒ”…Šǣ

H1 (a to e):Filipino users’ trust positively influences their (a) performance expectancy; (b) effort

‡š’‡…–ƒ…›Ǣȋ…Ȍ•‘…‹ƒŽ‹ˆŽ—‡…‡Ǣȋ†Ȍˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•Ǣȋ‡ȌŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹˜‘Ž˜‹‰‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

2.3 UTAUT in E-commerce Use

Performance expectancy is an individual’s belief that using the technology being scrutinized help•

ƒ––ƒ‹’‡”ˆ‘”ƒ…‡‰ƒ‹•‹‘”‡…‘˜‡‹‡–ƒ†’”‘†—…–‹˜‡™ƒ›•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤƒ”‰‡Ž›ƒ

—–‹Ž‹–ƒ”‹ƒ…‘•–”—…–ǡ‹–‡ƒ•—”‡•—•‡”’‡”…‡’–‹‘•‘ˆ–Š‡ƒ‹—•‡•ƒ†„‡‡ˆ‹–•†‡”‹˜‡†ˆ”‘—•‹‰

–Š‡–‡…Š‘Ž‘‰›ȋŽƒŽ™ƒǡʹͲʹͲȌǡ‡•’‡…‹ƒŽŽ›™Š‡‹–Ž‡ƒ†•–‘–Š‡“—‹…‡”ƒ†‘”‡‡ˆˆ‹…‹‡–‡š‡…—–‹‘‘ˆ

tasks (Tan & Ooi, 2018). It is all about the users’ cognitive perceptions of the overall usefulness of the

–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ–Š‹•”‡•‡ƒ”…Š…‘–‡š–ǡ–Š‹•…ƒ‡ƒ‘ˆˆ‡”‹‰ƒ™‹†‡•‡Ž‡…–‹‘

˜ƒ”‹‡–›ǡ •—…Š ƒ• †‹˜‡”•‡ …Š‘‹…‡• ƒ† ‘’–‹‘• ‘ˆ ”‡•–ƒ—”ƒ–• ƒ† …—‹•‹‡• –‘ ‘”†‡”ǡ ƒ† ‘ˆ Š‘–‡Ž

ƒ……‘‘†ƒ–‹‘•ǡ –”ƒ˜‡Ž ”‘—–‡•ǡ ƒ† ’”‡Ǧ’ƒ…ƒ‰‡† ‹–‹‡”ƒ”‹‡•Ǣ …‘ŽŽ‡…–‹‰ ƒ† •‡Ž‡…–‹‰ •—ˆˆ‹…‹‡–

‹ˆ‘”ƒ–‹‘ –‘ Š‡Ž’ ƒ‡ †‡…‹•‹‘• ‘ –Š‡•‡ …Š‘‹…‡• ƒ† ‘’–‹‘•Ǣ ƒ† ‡˜‡–—ƒŽŽ› …‘’Ž‡–‹‰

–”ƒ•ƒ…–‹‘•…‘˜‡‹‡–Ž›ȋŽƒŽ™ƒǡʹͲʹͲǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ†ƒ•–Š‡

UTAUT model posits, favorably delivering on these expectations leads to favorable increases in users’

„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ‘•‹•–‡–™‹–Š–Š‡–Š‡‘”›ǡ–Š‹•”‡•‡ƒ”…ŠŠ›’‘–Š‡•‹œ‡•–Šƒ–ǣ

H2:Filipino users’ performance expectancy positively influences their behavioral intention to use

‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

ˆˆ‘”–‡š’‡…–ƒ…›‹•–Š‡‡ƒ•‡‘ˆ—•‡‘ˆ–Š‡–‡…Š‘Ž‘‰›‹“—‡•–‹‘ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ‘–Š‡”

—–‹Ž‹–ƒ”‹ƒ …‘•–”—…–ǡ ‡ˆˆ‘”– ‡š’‡…–ƒ…› ”‡ˆŽ‡…–• …‡”–ƒ‹ ‡š’‡…–ƒ–‹‘• ”‡‰ƒ”†‹‰ –Š‡ ‘˜‡”ƒŽŽ —•‡”Ǧ

ˆ”‹‡†Ž‹‡••ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌƒ†‡ƒ•‡‘ˆ—•‡ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌ‘ˆ–Š‡–‡…Š‘Ž‘‰›ǤŠ‹•

‡ƒ•–Šƒ–ǡ…‘’ƒ”‡†–‘ƒŽ–‡”ƒ–‹˜‡•ǡ–Š‡–‡…Š‘Ž‘‰›—•–„‡•‹’Ž‡”ƒ†‡ƒ•‹‡”–‘—•‡ǡ—•–”‡“—‹”‡

Ž‡•• ‡ˆˆ‘”– –‘ —•‡ǡ ƒ† —•– ”‡“—‹”‡ ‹‹ƒŽ –‘ ‘ Š‡Ž’ ‘” ƒ••‹•–ƒ…‡ ˆ”‘ –Š‡ •‡”˜‹…‡ ’”‘˜‹†‡”

ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ Š‡•‡ ƒ”‡ ‹’‘”–ƒ– …‘•‹†‡”ƒ–‹‘• ™‹–Š‹ –Š‡ …‘–‡š– ‘ˆ –Š‹•

”‡•‡ƒ”…Šǡ•‹…‡–Š‡•—……‡••‘ˆ‘Ž‹‡•‡”˜‹…‡•‘ˆˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰‹•Žƒ”‰‡Ž›†‡’‡†‡–

‘Š‘™—•‡”•‘’‡”ƒ–‡ƒ†ƒ˜‹‰ƒ–‡–Š‡™‡„•‹–‡‘”–Š‡‘„‹Ž‡ƒ’’ǡƒŽ‘•–…‘’Ž‡–‡Ž›†‡˜‘‹†‘ˆƒ›

‹–‡”ƒ…–‹‘™‹–Š–Š‡•‡”˜‹…‡’”‘˜‹†‡”Ǥ‹‹Žƒ”Ž›ǡƒ•–Š‡‘†‡Ž‹ŽŽ—•–”ƒ–‡•ǡ–Š‡‘”‡—•‡”Ǧˆ”‹‡†Ž›

ƒ†–Š‡‰”‡ƒ–‡”‡ƒ•‡‘ˆ—•‡–Š‡–‡…Š‘Ž‘‰›‹•ǡ–Š‡Žƒ”‰‡”–Š‡…Šƒ…‡•–Šƒ–—•‡”•‡šŠ‹„‹–‘”‡ˆƒ˜‘”ƒ„Ž‡

‹–‡–‹‘•–‘—•‡‹–ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͳ͸ȌǤ••—…Šǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’”‘’‘•‡†ǣ

H3:Filipino users’ effort expectancy positi˜‡Ž›‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Social influence is defined as the user’s perceptions regarding the attitudes towards using the

–‡…Š‘Ž‘‰›‘ˆ‘–Š‡”’‡‘’Ž‡‹’‘”–ƒ––‘Š‹‘”Š‡”ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ—‡–‘–Š‡–‡†‡…‹‡•‘ˆ

society to exert some form of “peer pressure” to label technology use as some form of “status symbol”

ƒ†–‘…‘•‹†‡”–‡…Š‘Ž‘‰›ƒ••‘‡ˆ‘”‘ˆ…‘ˆ‘”‹–›–‘’”‡•‡–•‘…‹ƒŽ‘”•ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ ʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǡ–Š‹•˜ƒ”‹ƒ„Ž‡Šƒ•‹‡˜‹–ƒ„Ž›„‡…‘‡ƒ‹–‡”‡•–‹‰†‡–‡”‹ƒ–‘ˆ„‡Šƒ˜‹‘”ƒŽ

‹–‡–‹‘–‘—•‡–‡…Š‘Ž‘‰‹‡•Ǥ—„‡”‘ˆ”‡•‡ƒ”…Š‡”•Šƒ˜‡‘„•‡”˜‡†–Šƒ––Š‡‡™‡”–Š‡–‡…Š‘Ž‘‰›

‹•ǡ–Š‡‰”‡ƒ–‡”–Š‡‡ˆˆ‡…–‘ˆ•‘…‹ƒŽ‹ˆŽ—‡…‡‘an individual’s decision whether or not to use it (Alalwan, ʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒƬ‘‹ǡʹͲͳͺȌǤ‡…‡ǡ–Š‡‰”‡ƒ–‡”–Š‡•‘…‹ƒŽ‹ˆŽ—‡…‡ǡ–Š‡Š‹‰Š‡”–Š‡

Ž‹‡Ž‹Š‘‘†–Šƒ–‹†‹˜‹†—ƒŽ•‡šŠ‹„‹–‘”‡ˆƒ˜‘”ƒ„Ž‡‹–‡–‹‘•–‘—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡ ʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ ‘”–Š‡’—”’‘•‡•‘ˆ–Š‹•

”‡•‡ƒ”…Šǡ–Š‹•Š›’‘–Š‡•‹•‹••–ƒ–‡†ƒ•ˆ‘ŽŽ‘™•ǣ

H4:Filipino users’ social influence positively influences their behavioral intention to use‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Facilitating conditions measures the degree of the user’s belief towards the support of

‘”‰ƒ‹œƒ–‹‘ƒŽƒ†–‡…Š‹…ƒŽ‹ˆ”ƒ•–”—…–—”‡•‹—•‹‰–Š‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ•‘‡

ͶͲ Trust in E-commerce Acceptance and Use: The Case of the Philippine Online Food Delivery and Tourism Booking Services

’‡”…‡’–‹‘• ‘ˆ –Š‡ –‡…Š‘Ž‘‰› ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ŠƒŽ‹Žœƒ†‡Š ‡– ƒŽǤǡ ʹͲͳ͹Ǣ œ–—” ‡– ƒŽǤǡ ʹͲͳ͸Ǣ ƒŽƒ—Ǧ

ƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ

Figure 1. Proposed research model

2.2 Trust Theory in E-commerce Use

‹•…‘—”•‡‘–”—•–‹”‡•‡ƒ”…Š‹•…‘–‹—‘—•Ž›‡˜‘Ž˜‹‰Ǥ˜‡ƒ…”‘••†‹ˆˆ‡”‡–”‡•‡ƒ”…Š…‘–‡š–•ǡ

–Š‡ –Š‡‘”‡–‹…ƒŽ Ž‡• –ƒ‡ ‘ „› –Š‡ ”‘Ž‡ ‘ˆ –”—•– …ƒ ˜ƒ”› ƒ• ™‡ŽŽ ȋ…‹‰Š– Ƭ Š‡”˜ƒ›ǡ ʹͲͲͳǢ …‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤ‡Ǧ…‘‡”…‡ǡ–”—•–‹•ƒ…‘‘‹••—‡–Šƒ–•Š‘—Ž†‘–„‡‡š…Ž—†‡†‹–Š‡

†‹•…—••‹‘ǡ‘•–‡•’‡…‹ƒŽŽ›‹ˆƒ”‡–•ˆ‘”‡Ǧ…‘‡”…‡‡š’‡”‹‡…‡‡–‡‘”‹…”‹•‡•ȋƒŠ‹Ž‡•Ǧƒ‰‹Žƒ–ǡ ʹͲʹͲǢ ‹ƒ‰•‘ǡ ʹͲͳͺǢ Ǥ‡– ”ƒ†‘‘ǡ ʹͲͳ͹Ǣ ƒ•‹‰ƒǡ ʹͲʹͲȌǤ ‘” –Š‹• …‘–‡š–ǡ –Š‹•

”‡•‡ƒ”…Š†‡ˆ‹‡•–”—•–ƒ•–Š‡‹‹–‹ƒŽ•–ƒ‰‡‘ˆ†‡˜‡Ž‘’‹‰ˆƒ˜‘”ƒ„Ž‡”‡ƒ…–‹‘•ǡƒ––‹–—†‡•ǡƒ†’‡”…‡’–‹‘•

–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”ǤŠ‡•‡‹‹–‹ƒŽ•–ƒ‰‡•Šƒ˜‡„‡‡–Š‡‘”‹œ‡†ƒ•‹’‘”–ƒ–ˆƒ…–‘”•‹ˆŽ—‡…‹‰

ˆ—”–Š‡”‡˜ƒŽ—ƒ–‹‘•‘ˆ–Š‡‹“—‡•–‹‘ǡ™Š‹…Š™‘—Ž†–Š‡Ž‡ƒ†–‘‹ˆŽ—‡…‹‰ƒ……‡’–ƒ…‡ǡ—•‡ǡƒ†

…‘–‹—‡†—•‡ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ‘”‡•’‡…‹ˆ‹…ƒŽŽ›ǡ–”—•–’”‘˜‹†‡••‘‡†‡‰”‡‡‘ˆ•—„Œ‡…–‹˜‡

‰—ƒ”ƒ–‡‡–Šƒ–—•‡”•™‹ŽŽŠƒ˜‡ƒ’‘•‹–‹˜‡‡š’‡”‹‡…‡—•‹‰–Š‡–‡…Š‘Ž‘‰›ǡƒ†–Š‡”‡ˆ‘”‡ˆ‘”‘”‡

ˆƒ˜‘”ƒ„Ž‡’‡”…‡’–‹‘•–‘™ƒ”†•–Š‡–‡…Š‘Ž‘‰›ƒ†–‘™ƒ”†•–Š‡•‡”˜‹…‡’”‘˜‹†‡”•—•‹‰–Š‡–‡…Š‘Ž‘‰›

ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲȌǤ —”–Š‡”‘”‡ǡ–Š‹•’ƒ”–‹…—Žƒ”†‡ˆ‹‹–‹‘‘ˆ–”—•–‹•‡’Ž‘›‡†

‹–Š‹•”‡•‡ƒ”…Š–‘”‡ˆŽ‡…––Š‡”‡ƒŽ‹–›–Šƒ–ƒ›‡š‹•–‹‰ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰•‡”˜‹…‡•ƒ”‡

‘’‡”ƒ–‡†„›™‡ŽŽǦ‘™ƒ†”‡’—–ƒ„Ž‡‘”‰ƒ‹œƒ–‹‘•Ǥ‘•‹•–‡–™‹–Š–Š‡‘”›ǡ•—…Šˆƒ˜‘”ƒ„Ž‡‹ƒ‰‡•

…ƒƒŽ”‡ƒ†›‡•–ƒ„Ž‹•Š‹‹–‹ƒŽ–”—•–„‡Ž‹‡ˆ•ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤ‘™‡˜‡”ǡ

–Š‹•’—–•’”‡••—”‡‘–Š‡•‡‘”‰ƒ‹œƒ–‹‘•–‘ˆ‘ŽŽ‘™–Š”‘—‰Š‘–Š‘•‡‹‹–‹ƒŽ‹’”‡••‹‘•„›‡’Ž‘›‹‰

‰‘‘†“—ƒŽ‹–›–‡…Š‘Ž‘‰‹‡•–‘†‡Ž‹˜‡”‘–Š‡‹”’”‘†—…–•ƒ†•‡”˜‹…‡•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ

Š‡‘”‡–‹…ƒŽŽ›ǡ–Š‡”‡ƒ”‡•‘‡’”‡˜‹‘—••–—†‹‡•–Šƒ–‡š’Ž‘”‡†–Š‡”‘Ž‡‘ˆ–”—•–™‹–Š‹–Š‡…‘–‡š–‘ˆ

ȋŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ǣƒ–‹Ž‡–ƒŽǤǡʹͲʹͲǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ•’‡…‹ƒŽŽ›ˆ‘”‡Ǧ…‘‡”…‡ǡ

–”—•––Š‡‘”›‹•ƒ‹’‘”–ƒ–…‘•‹†‡”ƒ–‹‘ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǡ

‡•’‡…‹ƒŽŽ› •‹…‡ –Š‡•‡ ‘Ž‹‡ •‡”˜‹…‡• ‘ˆ ˆ‘‘† †‡Ž‹˜‡”› ƒ† –‘—”‹• „‘‘‹‰ ‹…Ž—†‡ –™‘ †‹•–‹…–

ˆ—…–‹‘•–Šƒ–”‡“—‹”‡ƒ•‹‰‹ˆ‹…ƒ–†‡‰”‡‡‘ˆ—•‡”–”—•–ǣȋͳȌ–Š‡…‘ŽŽ‡…–‹‘‘ˆ’‡”•‘ƒŽ‹ˆ‘”ƒ–‹‘Ǣƒ†

ȋʹȌ–Š‡ˆƒ…‹Ž‹–ƒ–‹‘‘ˆ‘Ž‹‡’ƒ›‡–‡…Šƒ‹••˜‹ƒ†‹‰‹–ƒŽ…—””‡…‹‡•‘”…”‡†‹–…ƒ”†•ǤŽ‹‡ˆ‘‘†

†‡Ž‹˜‡”›•‡”˜‹…‡•”‡“—‹”‡ƒ…—•–‘‡”ƒ‡ǡƒ†‡•–‹ƒ–‹‘ƒ††”‡••ǡƒ†…‘–ƒ…–†‡–ƒ‹Ž•ǡ™Š‹Ž‡‘Ž‹‡

–‘—”‹• „‘‘‹‰ ”‡“—‹”‡• •‹‹Žƒ” —•‡” †ƒ–ƒ ƒ• ™‡ŽŽǤ Ž•‘ǡ „‘–Š •‡”˜‹…‡• ‡…‘—”ƒ‰‡ —•‹‰ …ƒ•ŠŽ‡••

–”ƒ•ƒ…–‹‘•–‘ƒ‡–Š‡‹”’ƒ›‡–•ǤŠ‹•ƒ‡•…—•–‘‡”•˜—Ž‡”ƒ„Ž‡ǡƒ†–Š‡”‡ˆ‘”‡‡š’‡…–ƒ–‹‘•

”‡‰ƒ”†‹‰–Š‡•‡”˜‹…‡•–Šƒ––Š‡›™ƒ––‘ƒ˜ƒ‹Ž–Š‡•‡Ž˜‡•”‹•‡•ȋ‹‡‡–ƒŽǤǡʹͲͳͷȌǡƒ†–Š‡‹”–‘Ž‡”ƒ…‡

ˆ‘”‹•–ƒ‡•‘ˆ–Š‡•‡”˜‹…‡’”‘˜‹†‡””‡†—…‡•ȋƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ—–ǡ‘–Š‡‘–Š‡”

Šƒ†ǡ ‘…‡ –”—•– ‹• ƒ…Š‹‡˜‡†ǡ ‹– …‘–”‹„—–‡• –‘ ˆƒ˜‘”ƒ„Ž‡ ’‡”…‡’–‹‘• –‘™ƒ”†• –Š‡ •‡”˜‹…‡ ƒ† –Š‡

–‡…Š‘Ž‘‰›‹–‡’Ž‘›•ȋƒ’‹•–”ƒ‘ǡʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹Ȍǡƒ†ƒŽ•‘”‡†—…‡•ƒ›—ˆƒ˜‘”ƒ„Ž‡

’‡”…‡’–‹‘•ȋ‹‡‡–ƒŽǤǡʹͲͳͷǢƒ•ƒ–Šƒ—ƒ”Ƭ”—’”ƒƒ•ŠǡʹͲͳͻȌǤ’‡…‹ˆ‹…ƒŽŽ›ǡ–”—•–‹•ƒ‹’‘”–ƒ–

‹–‹‰ƒ–‹‰ˆƒ…–‘”‹•‡˜‡”ƒŽ‡‰ƒ–‹˜‡’‡”…‡’–‹‘•ƒ†ƒ…”—…‹ƒŽˆƒ…–‘”‹‡Šƒ…‹‰’‘•‹–‹˜‡’‡”…‡’–‹‘•

Erik Paolo Capistrano Ͷͳ

ȋ…‹‰Š–ƬŠ‡”˜ƒ›ǡʹͲͲͳǢ…‹‰Š–‡–ƒŽǤǡʹͲͲʹȌǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‡•ƒ”‡’”‘’‘•‡†

ˆ‘”–Š‹•”‡•‡ƒ”…Šǣ

H1 (a to e):Filipino users’ trust positively influences their (a) performance expectancy; (b) effort

‡š’‡…–ƒ…›Ǣȋ…Ȍ•‘…‹ƒŽ‹ˆŽ—‡…‡Ǣȋ†Ȍˆƒ…‹Ž‹–ƒ–‹‰…‘†‹–‹‘•Ǣȋ‡ȌŠ‡†‘‹…‘–‹˜ƒ–‹‘•‹˜‘Ž˜‹‰‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

2.3 UTAUT in E-commerce Use

Performance expectancy is an individual’s belief that using the technology being scrutinized help•

ƒ––ƒ‹’‡”ˆ‘”ƒ…‡‰ƒ‹•‹‘”‡…‘˜‡‹‡–ƒ†’”‘†—…–‹˜‡™ƒ›•ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤƒ”‰‡Ž›ƒ

—–‹Ž‹–ƒ”‹ƒ…‘•–”—…–ǡ‹–‡ƒ•—”‡•—•‡”’‡”…‡’–‹‘•‘ˆ–Š‡ƒ‹—•‡•ƒ†„‡‡ˆ‹–•†‡”‹˜‡†ˆ”‘—•‹‰

–Š‡–‡…Š‘Ž‘‰›ȋŽƒŽ™ƒǡʹͲʹͲȌǡ‡•’‡…‹ƒŽŽ›™Š‡‹–Ž‡ƒ†•–‘–Š‡“—‹…‡”ƒ†‘”‡‡ˆˆ‹…‹‡–‡š‡…—–‹‘‘ˆ

tasks (Tan & Ooi, 2018). It is all about the users’ cognitive perceptions of the overall usefulness of the

–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌǤ–Š‹•”‡•‡ƒ”…Š…‘–‡š–ǡ–Š‹•…ƒ‡ƒ‘ˆˆ‡”‹‰ƒ™‹†‡•‡Ž‡…–‹‘

˜ƒ”‹‡–›ǡ •—…Š ƒ• †‹˜‡”•‡ …Š‘‹…‡• ƒ† ‘’–‹‘• ‘ˆ ”‡•–ƒ—”ƒ–• ƒ† …—‹•‹‡• –‘ ‘”†‡”ǡ ƒ† ‘ˆ Š‘–‡Ž

ƒ……‘‘†ƒ–‹‘•ǡ –”ƒ˜‡Ž ”‘—–‡•ǡ ƒ† ’”‡Ǧ’ƒ…ƒ‰‡† ‹–‹‡”ƒ”‹‡•Ǣ …‘ŽŽ‡…–‹‰ ƒ† •‡Ž‡…–‹‰ •—ˆˆ‹…‹‡–

‹ˆ‘”ƒ–‹‘ –‘ Š‡Ž’ ƒ‡ †‡…‹•‹‘• ‘ –Š‡•‡ …Š‘‹…‡• ƒ† ‘’–‹‘•Ǣ ƒ† ‡˜‡–—ƒŽŽ› …‘’Ž‡–‹‰

–”ƒ•ƒ…–‹‘•…‘˜‡‹‡–Ž›ȋŽƒŽ™ƒǡʹͲʹͲǢƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǤ†ƒ•–Š‡

UTAUT model posits, favorably delivering on these expectations leads to favorable increases in users’

„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘•–‘—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ‘•‹•–‡–™‹–Š–Š‡–Š‡‘”›ǡ–Š‹•”‡•‡ƒ”…ŠŠ›’‘–Š‡•‹œ‡•–Šƒ–ǣ

H2:Filipino users’ performance expectancy positively influences their behavioral intention to use

‘Ž‹‡ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

ˆˆ‘”–‡š’‡…–ƒ…›‹•–Š‡‡ƒ•‡‘ˆ—•‡‘ˆ–Š‡–‡…Š‘Ž‘‰›‹“—‡•–‹‘ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ‘–Š‡”

—–‹Ž‹–ƒ”‹ƒ …‘•–”—…–ǡ ‡ˆˆ‘”– ‡š’‡…–ƒ…› ”‡ˆŽ‡…–• …‡”–ƒ‹ ‡š’‡…–ƒ–‹‘• ”‡‰ƒ”†‹‰ –Š‡ ‘˜‡”ƒŽŽ —•‡”Ǧ

ˆ”‹‡†Ž‹‡••ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳȌƒ†‡ƒ•‡‘ˆ—•‡ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡʹͲͳͻȌ‘ˆ–Š‡–‡…Š‘Ž‘‰›ǤŠ‹•

‡ƒ•–Šƒ–ǡ…‘’ƒ”‡†–‘ƒŽ–‡”ƒ–‹˜‡•ǡ–Š‡–‡…Š‘Ž‘‰›—•–„‡•‹’Ž‡”ƒ†‡ƒ•‹‡”–‘—•‡ǡ—•–”‡“—‹”‡

Ž‡•• ‡ˆˆ‘”– –‘ —•‡ǡ ƒ† —•– ”‡“—‹”‡ ‹‹ƒŽ –‘ ‘ Š‡Ž’ ‘” ƒ••‹•–ƒ…‡ ˆ”‘ –Š‡ •‡”˜‹…‡ ’”‘˜‹†‡”

ȋŽƒŽ™ƒǡ ʹͲʹͲǢ ƒ Ƭ ‘‹ǡ ʹͲͳͺȌǤ Š‡•‡ ƒ”‡ ‹’‘”–ƒ– …‘•‹†‡”ƒ–‹‘• ™‹–Š‹ –Š‡ …‘–‡š– ‘ˆ –Š‹•

”‡•‡ƒ”…Šǡ•‹…‡–Š‡•—……‡••‘ˆ‘Ž‹‡•‡”˜‹…‡•‘ˆˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰‹•Žƒ”‰‡Ž›†‡’‡†‡–

‘Š‘™—•‡”•‘’‡”ƒ–‡ƒ†ƒ˜‹‰ƒ–‡–Š‡™‡„•‹–‡‘”–Š‡‘„‹Ž‡ƒ’’ǡƒŽ‘•–…‘’Ž‡–‡Ž›†‡˜‘‹†‘ˆƒ›

‹–‡”ƒ…–‹‘™‹–Š–Š‡•‡”˜‹…‡’”‘˜‹†‡”Ǥ‹‹Žƒ”Ž›ǡƒ•–Š‡‘†‡Ž‹ŽŽ—•–”ƒ–‡•ǡ–Š‡‘”‡—•‡”Ǧˆ”‹‡†Ž›

ƒ†–Š‡‰”‡ƒ–‡”‡ƒ•‡‘ˆ—•‡–Š‡–‡…Š‘Ž‘‰›‹•ǡ–Š‡Žƒ”‰‡”–Š‡…Šƒ…‡•–Šƒ–—•‡”•‡šŠ‹„‹–‘”‡ˆƒ˜‘”ƒ„Ž‡

‹–‡–‹‘•–‘—•‡‹–ȋ™‹˜‡†‹‡–ƒŽǤǡʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–

ƒŽǤǡʹͲͳ͸ȌǤ••—…Šǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’”‘’‘•‡†ǣ

H3:Filipino users’ effort expectancy positi˜‡Ž›‹ˆŽ—‡…‡•–Š‡‹”„‡Šƒ˜‹‘”ƒŽ‹–‡–‹‘–‘—•‡‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Social influence is defined as the user’s perceptions regarding the attitudes towards using the

–‡…Š‘Ž‘‰›‘ˆ‘–Š‡”’‡‘’Ž‡‹’‘”–ƒ––‘Š‹‘”Š‡”ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ—‡–‘–Š‡–‡†‡…‹‡•‘ˆ

society to exert some form of “peer pressure” to label technology use as some form of “status symbol”

ƒ†–‘…‘•‹†‡”–‡…Š‘Ž‘‰›ƒ••‘‡ˆ‘”‘ˆ…‘ˆ‘”‹–›–‘’”‡•‡–•‘…‹ƒŽ‘”•ȋƒŽƒ—Ǧƒ—‡ŽŽ‡–ƒŽǤǡ ʹͲͳͻǢƒƬ‘‹ǡʹͲͳͺȌǡ–Š‹•˜ƒ”‹ƒ„Ž‡Šƒ•‹‡˜‹–ƒ„Ž›„‡…‘‡ƒ‹–‡”‡•–‹‰†‡–‡”‹ƒ–‘ˆ„‡Šƒ˜‹‘”ƒŽ

‹–‡–‹‘–‘—•‡–‡…Š‘Ž‘‰‹‡•Ǥ—„‡”‘ˆ”‡•‡ƒ”…Š‡”•Šƒ˜‡‘„•‡”˜‡†–Šƒ––Š‡‡™‡”–Š‡–‡…Š‘Ž‘‰›

‹•ǡ–Š‡‰”‡ƒ–‡”–Š‡‡ˆˆ‡…–‘ˆ•‘…‹ƒŽ‹ˆŽ—‡…‡‘an individual’s decision whether or not to use it (Alalwan, ʹͲʹͲǢŠƒŽ‹Žœƒ†‡Š‡–ƒŽǤǡʹͲͳ͹ǢƒƬ‘‹ǡʹͲͳͺȌǤ‡…‡ǡ–Š‡‰”‡ƒ–‡”–Š‡•‘…‹ƒŽ‹ˆŽ—‡…‡ǡ–Š‡Š‹‰Š‡”–Š‡

Ž‹‡Ž‹Š‘‘†–Šƒ–‹†‹˜‹†—ƒŽ•‡šŠ‹„‹–‘”‡ˆƒ˜‘”ƒ„Ž‡‹–‡–‹‘•–‘—•‡–Š‡–‡…Š‘Ž‘‰›ȋ™‹˜‡†‹‡–ƒŽǤǡ ʹͲͳͻǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵Ǣ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳͳǢ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͳ͸ȌǤ ‘”–Š‡’—”’‘•‡•‘ˆ–Š‹•

”‡•‡ƒ”…Šǡ–Š‹•Š›’‘–Š‡•‹•‹••–ƒ–‡†ƒ•ˆ‘ŽŽ‘™•ǣ

H4:Filipino users’ social influence positively influences their behavioral intention to use‘Ž‹‡

ˆ‘‘††‡Ž‹˜‡”›ƒ†–‘—”‹•„‘‘‹‰™‡„•‹–‡•ƒ†‘„‹Ž‡ƒ’’•Ǥ

Facilitating conditions measures the degree of the user’s belief towards the support of

‘”‰ƒ‹œƒ–‹‘ƒŽƒ†–‡…Š‹…ƒŽ‹ˆ”ƒ•–”—…–—”‡•‹—•‹‰–Š‡–‡…Š‘Ž‘‰›ȋ‡ƒ–‡•Š‡–ƒŽǤǡʹͲͲ͵ȌǤ•‘‡