The Effect of Online Wet Markets Website Quality on the Purchase Intention of Consumers in Caloocan City

The digital age fueled the rise of Filipino internet users through text messaging and interacting through social media. In addition, users took advantage of the potential of the internet by conducting transactions online, such as purchasing, selling, and advertising products and services. Electronic commerce or e-commerce is becoming a global phenomenon, with more people opting to purchase goods and services online. E-commerce has also opened many opportunities for businesses to launch online. A wide array of products and services are being sold online, such as clothing items, home essentials, etc. The pandemic which caused restrictions in going out led to online wet markets gaining popularity. A wet market or palengke is a public market place where fresh produce, poultry, meat, fish, etc., are sold. The rise of online wet markets allowed people to purchase and receive fresh food items without having to leave the comforts of their homes. This also allows them to avoid going out and conform to existing protocols during quarantine. The study will use descriptive statistics in examining the relationship of website quality dimensions: quality of information, quality of interaction, usability, and consumer purchase intention of residents in Caloocan City. Some of the respondents were randomly selected to give intuition on the improvement of the existing research paper. The relationship between website quality and perceived risk may be deduced: the greater the website quality, the lower the perceived risk. Respondents' level of security in disclosing their information when making a transaction in an online wet market was regarded as a risk. In addition, the study found that online quality had a considerable impact on consumers' purchasing intentions. Customers' perceived risk is not taken into account when anticipating their intentions.