Dataset Information

A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines.

ABSTRACT: The emergence of e-commerce platforms, especially online grocery shopping, is heightened by the COVID-19 pandemic. Filipino consumers started to adapt online due to the strict quarantine implementations in the country. This study intended to predict and evaluate factors influencing the intention and usage behavior towards online groceries incorporating the integrated Protection Motivation Theory and an extended Unified Theory of Acceptance and Use of Technology applying machine learning ensemble. A total of 373 Filipino consumers of online groceries responded to the survey and evaluated factors under the integrated framework. Artificial Neural Network that is 96.63 % accurate with aligned with the result of the Random Forest Classifier (96 % accuracy with 0.00 standard deviation) having Perceived Benefits as the most significant factor followed by Perceived Vulnerability, Behavioral Intention, Performance Expectancy, and Perceived. These factors will lead to very high usage of online grocery applications. It was established that machine learning algorithms can be used in predicting consumer behavior. These findings may be applied and extended to serve as a framework for government agencies and grocers to market convenient and safe grocery shopping globally.

SUBMITTER: Gumasing MJJ

PROVIDER: S-EPMC10560843 | biostudies-literature | 2023 Oct

REPOSITORIES: biostudies-literature

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A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines.

Gumasing Ma Janice J MJJ Ong Ardvin Kester S AKS Sy Madeline Anne Patrice C MAPC Prasetyo Yogi Tri YT Persada Satria Fadil SF

Heliyon 20231004 10

The emergence of e-commerce platforms, especially online grocery shopping, is heightened by the COVID-19 pandemic. Filipino consumers started to adapt online due to the strict quarantine implementations in the country. This study intended to predict and evaluate factors influencing the intention and usage behavior towards online groceries incorporating the integrated Protection Motivation Theory and an extended Unified Theory of Acceptance and Use of Technology applying machine learning ensemble ...[more]

PMID: 37818002

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Project description:The COVID-19 pandemic had brought changes to individuals, especially in consumer behavior. As the government of different countries has been implementing safety protocols to mitigate the spread of the virus, people became apprehensive about traveling and going out. This paved way for the emergence of third-party logistics (3PL). Statistics have proven the rapid escalation regarding the use of 3PL in various countries. This study utilized Artificial Neural Network and Random Forest Classifier to validate and justify the factors that affect consumer intention in selecting a 3PL service provider during the COVID-19 pandemic integrating the Service Quality Dimensions and Pro-Environmental Theory of Planned Behavior. The findings of this study revealed that attitude is the most significant factor that affects the consumers' behavioral intention. Other factors such as customer satisfaction, customer perceived value, perceived environmental concern, assurance, responsiveness, empathy, reliability, tangibility, perceived behavioral control, subjective norm, and perceived authority support, are all contributing factors that affect behavioral intention. Machine learning algorithms, specifically ANN and RFC, resulted to be reliable in predicting factors as they obtained accuracy rates of 98.56% and 93%. Results presented that consumers' attitude, satisfaction, perceived value, assurance by the 3PL, and perceived environmental concerns were highly influential in choosing a 3PL package carrier. It was seen that people would be encouraged to use 3PL service providers if they demonstrate availability and environmental concerns in catering to the customers' needs. Subsequently, 3PL providers must assure safety and convenience before, during, and after providing the service to ensure continuous patronage of consumers. This is considered to be the first study that utilized a machine learning ensemble to measure behavioral intention for the logistic sector. The framework, analysis tools, and findings of this study could be extended and applied among other behavioral intentions regarding transportation worldwide. Managerial insights among service providers are discussed.

Dataset Information

A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines.

Publications

A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines.

Similar Datasets

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