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Influence of Feedback Mechanism on the Customer Buying Behavior in E-commerce Platforms

Author

Listed:
  • Jazmine B. Catubig

    (Polytechnic University of the Philippines – Cabiao Campus San Roque, Cabiao, Nueva Ecija)

  • Christine Joy P. Castro

    (Polytechnic University of the Philippines – Cabiao Campus San Roque, Cabiao, Nueva Ecija)

  • Joyce B. De Guzman

    (Polytechnic University of the Philippines – Cabiao Campus San Roque, Cabiao, Nueva Ecija)

  • Raynia Alexandra P. Ramirez

    (Polytechnic University of the Philippines – Cabiao Campus San Roque, Cabiao, Nueva Ecija)

  • Mr. Richard V. Gonzales

    (Polytechnic University of the Philippines – Cabiao Campus San Roque, Cabiao, Nueva Ecija)

Abstract

This study aimed to determine the influence of feedback mechanisms on the customer buying behavior in E-commerce platforms. In the rapidly evolving digital marketplace, feedback mechanisms play a critical role in influencing consumer behavior. Using a descriptive quantitative research design, the study surveyed 100 respondent aged 25-34 years old in Cabiao, Nueva Ecija. Results showed that respondents strongly agreed on the importance of all five feedback characteristics, with feedback systems and online reviews being the most influential in their purchase decisions. However, in terms of subjective norms, the findings showed a not significant correlation, indicating limited influence of subjective norms on buying behavior. These results confirm that feedback mechanisms play a critical role in shaping online consumer behaviors. The study concludes that optimizing feedback systems on E-commerce platforms can enhance customer trust, reduce uncertainty, and positively influence buying behavior.

Suggested Citation

  • Jazmine B. Catubig & Christine Joy P. Castro & Joyce B. De Guzman & Raynia Alexandra P. Ramirez & Mr. Richard V. Gonzales, 2026. "Influence of Feedback Mechanism on the Customer Buying Behavior in E-commerce Platforms," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(6), pages 4320-4335, June.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:6:p:4320-4335
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