Title: Modelling the barriers of online shopping in the Philippines using the ISM-MICMAC approach

Authors: Vanessa Grace G. Guerrero; Roy Jucip T. Basar III; Honey Rose N. Borden; Manuel Lorenzo G. Busano III; Xelani Kaye A. Gonzales; Kafferine D. Yamagishi; Lanndon A. Ocampo

Addresses: School of Management, University of the Philippines, Gorordo Ave., Lahug, Cebu City, 6000, Philippines ' School of Management, University of the Philippines, Gorordo Ave., Lahug, Cebu City, 6000, Philippines ' School of Management, University of the Philippines, Gorordo Ave., Lahug, Cebu City, 6000, Philippines ' School of Management, University of the Philippines, Gorordo Ave., Lahug, Cebu City, 6000, Philippines ' School of Management, University of the Philippines, Gorordo Ave., Lahug, Cebu City, 6000, Philippines ' Department of Tourism Management, Cebu Technological University, Corner M.J. Cuenco Ave. & R. Palma St., Cebu City, 6000, Philippines ' Department of Industrial Engineering, Cebu Technological University, Corner M.J. Cuenco Ave. & R. Palma St., Cebu City, 6000, Philippines; Graduate School, Cebu Technological University, Corner M.J. Cuenco Ave. & R. Palma St., Cebu City, 6000, Philippines

Abstract: With a significant share of the Philippine population going online, online shopping has become an emerging trend. As the number of online shopping transactions increases daily, it has become increasingly important to understand the barriers that hinder the market. Despite its importance, current literature considers buyers' perspectives with limited insights on the sellers' perceptions. Understanding the sellers' point of view provides a holistic analysis of these barriers for better practical insights. As a case in point, with the Philippines, this study attempts to identify the barriers of online shopping and their interrelationships, both from the sellers' and buyers' perspectives, using interpretive structural modelling and MICMAC analysis. Findings show that internet connection and the need for the product's sensory experience are highly relevant barriers to the sellers. On the other hand, buyers emphasise the need for the product's sensory experience than the rest of the barriers. The managerial implications of these findings are discussed.

Keywords: online shopping; barriers; interpretive structural modelling; ISM; MICMAC analysis; systems; the Philippines.

DOI: 10.1504/IJBSR.2023.127712

International Journal of Business and Systems Research, 2023 Vol.17 No.1, pp.75 - 96

Received: 24 Apr 2020
Accepted: 30 Oct 2020
Published online: 15 Dec 2022 *