BODYas of May 12, 2019

ABSTRACT
In the advent of electronic commerce in the Philippines, the government took the
initiative of enacting laws to safeguard the interests of Filipino online consumers. The problem
however, is that most Filipinos have not been aware of their rights as provided for by the laws
which makes them susceptible to exploitation and unjust practices. Hence, this research
seeks to assess the level of awareness of online consumers in Tuguegarao City, Cagayan
towards their existing rights in e-commerce and its enforcement, as provided for by the
Consumer Act of the Philippines (R.A. No. 7394) and the Electronic Commerce Act of 2000
(R.A. No. 8792). Data collected from the respondents were analyzed using frequency,
weighted mean, independent t-test, and Analysis of Variance (ANOVA). Results show that
online consumers are moderately aware of consumer protection measures in terms of product
quality and safety, product warranties, and fraudulent practices of sellers.
As to the enforcement of their consumer rights, online consumers are somewhat aware
of the penalties imposed on violations committed by sellers and of available remedies for
settlement of just claims. Results revealed that towards product quality and safety, online
consumers who access the internet on a daily basis have a higher level of awareness as
compared to those who use the internet only once to thrice a week. Meanwhile, towards
fraudulent practices committed by sellers, employed online consumers have a higher level of
awareness as compared to those who are unemployed.
Results also show variances on level of awareness towards penalties for violations
committed by sellers when grouped according to educational attainment particularly between
those having post-graduate studies and secondary level of education.
Gender differences were found along level of awareness towards protection
measures and enforcement of consumer rights Lastly, levels of awareness of online
consumers do not significantly vary when grouped according to age, monthly income and
frequency of online shopping experience.
Keywords: E-Commerce, online consumer rights, online consumer rights enforcement,

awareness, Tuguegarao City, age, sex, educational attainment, employment status, monthly
income, frequency of online shopping experience
INTRODUCTION
Electronic commerce (e-commerce), otherwise known as online shopping, is the

commercial activity in which the parties carry out a transaction by utilizing electronic and digital
means rather than a face-to-face transaction (Corbitt, Thanasankit, & Yi, 2015; and Guo,
2011). Along with making possible low value cross-border transactions on a scale that
previously was unimaginable (Svantesson & Clarke, 2010), its convenience and globally
perceived reliability establish the reasons why e-commerce has become one of the fastest
growing forms of commercial transactions worldwide (Lim, 2014; Mdluli, 2014; Alghamdi,
2011; and Chong, Li-chan, & Ooi, 2011).
However, in this growing electronic market, e-consumers are more vulnerable to

fraudulent and unjust trade practices as they typically cannot examine the product prior to
purchasing it and may not know who they are buying from (Kavitha, 2015; Donelly & White,
2013; Kaviar, 2010; and Mizayaki & Fernandez 2006). Hence, there can be no doubt that e-
commerce needs to be regulated by law in order to ensure the protection of e-consumers
(Mandal, 2016; Kavitha, 2015; Alhusban, 2014; and Gawady, 2005).
Awareness of Consumer Rights in E-commerce |1

Now, with Filipinos easily adapting to this global commercial phenomenon (Lim, 2014;
and Garcia, 2005), the Philippine government took the initiative of enacting Republic Act No.
7394 also known as Consumer Act of the Philippines and Republic Act No. 8792 otherwise
known as Electronic Commerce Act of 2000, in order to safeguard the rights and interests of
Filipino consumers all while protecting and regulating their transactions online.
Unfortunately, the Department of Trade and Industry states that as of 2016, almost 9
out of 10 Filipinos have been victims of online fraud/scams directly or indirectly involved with
Electronic Commerce Act violations. This confirms the finding of recent studies that e-
consumers remain to be the main target of exploitation despite the government’s efforts of
implementing new laws and measures to protect them (Devi & Rao, 2016; Mandal, 2016;
Alotaibi & Bach, 2014; Hooper, 2005), and such is largely because of the lack of awareness
and utilization on the part of e-consumers (Yuhanza, et al., 2017; Ansari & Alhazemi, 2016;
Devi, U., & Rao, S., 2016; Kumar, 2016; Raman & Pramod, 2015; Arora, Chawla, & Sachdeva,
2014; Donnely & White, 2013; Mittal & Gupta, 2013; Strandburg, 2013; Sankara, 2012;
Warsaw, 2009; and Huong & Coghill, 2007).
When e-consumers are unaware of their rights, they become susceptible to

substandard goods, misleading or deceptive product advertisements, difficulty in returns and
replacements, unexpected transaction costs and surcharges, abuse of user information, and
muddled delivery procedures (Kumar, 2016; De Lima, 2015; Vaideke, 2012; and Warsaw,
2009); they are left without a single effective resolution for their grievances, and more often
than not, such issues even go undetected—leaving no room for consumer development in the
online market (Devi & Rao, 2016; Kumar, 2016; Mittal & Gupta, 2013; and Warsaw, 2009).
Hence, this research sought to assess the level of awareness of Filipino e-consumers
towards their existing rights in e-commerce, as provided by the laws. In doing such
assessment, this study identified the users of the Philippine e-market as classified according
to their demographic characteristics. Moreover, it also helped identify the factors which helped
determine the differences in the degree of awareness of e-consumers, thus providing a
thorough understanding of the e-consumer situation from a legal perspective.
Statement of the Problem
This study sought to investigate and ascertain the level of awareness of online
consumers towards consumer protection measures provided for by the Philippine legal
system. In order to find a solution to this main research question, this study will also
endeavor to explore the following specifically:
1.) What are the demographic characteristics of the respondents in terms of:
a. age
b. employment status
c. sex
d. monthly income
e. educational attainment
f. frequency of online shopping experience
g. frequency of internet usage
2.) What is the level of awareness of online consumers towards Republic Act No. 7394
and Republic Act No. 8792 in terms of:
a. product quality and safety
b. product warranties
c. fraudulent practices of sellers
d. penalties for violations committed by sellers
e. available remedies for settlement of just claims
3.) Is there a significant difference on the awareness of online consumers towards

consumer protection measures when grouped according to profile variables?
Research Hypotheses
Ho: There is no significant difference on the respondents’ level of awareness

in consumer protection measures when grouped according to profile variables.
Ho: There is no significant difference on the respondents’ level of awareness

in the enforcement of their consumer rights when grouped according to profile
variables.
Significance of the Study
This research anchored its significance on the necessity to ascertain the level of
awareness of e-consumers towards their existing rights and protection measures. Inputs
from the study will provide information regarding the e-consumer situation in the
Philippines. Results of the study will serve as basis in making amendments of the law to
suit to the challenges posed in the implementation of the statute. In addition, this study
will also be beneficial to future researchers who may utilize the findings of this research
for conducting studies in the similar area. Finally, the findings of this study may also serve
as a basis for students who desire to conduct Service Learning Programs in the same
field.
Underpinning Theory
This paper is anchored, primarily, on Republic Act No. 7394 also known as Consumer
Act of the Philippines supplemented by the provisions of Republic Act No. 8792 otherwise
known as Electronic Commerce Act of 2000 which were both enacted to ensure the
protection of the interests of e- consumers, promote their general welfare and to establish
standards of conduct for online business and industry. Towards its aim, this study will
depend on the following provisions of the above-stated laws:
a. Product Quality and Safety

All consumer products sold or traded through e-commerce shall comply with
the promulgated Philippine Consumer Product Standards. Consequently, any product
that is identified as injurious, unsafe or dangerous shall be subject to immediate recall,
ban or seizure from public sale or distribution, after due notice and hearing.
b. Consumer Product Warranties
In every transaction concluded between the online seller and the e-consumer,
there is an implied warranty that the seller shall remedy such consumer product within
a reasonable time and without charge in case of a defect or malfunction.

c. Fraudulent Practices of Sellers
An act or practice shall be deemed deceptive whenever the seller, through
concealment, false representation of fraudulent manipulation, induces an e-consumer
to enter into a sale of any consumer product or service.
d. Penalties for Violations Committed by Sellers
Any Filipino or foreign manufacturer, producer, or seller, shall be liable for
redress, independently of fault, for damages caused to e-consumers by defects
resulting from design, presentation or packing of the product, as well as for the
insufficient or inadequate information on the use and hazards thereof.
e. Available Remedies for Settlement of Just Claims
The concerned department may commence an investigation upon petition or
upon letter-complaint from any consumer.
Based on such provisions, this research was guided by the variables which the
researchers ought to study in order to determine the level of awareness of online
consumers towards their rights and protection in using e-commerce as a medium of
purchasing goods, as enforced by the appropriate governmental authorities.
Literature Review
History of E-Commerce Adoption
In a study conducted by Flavián & Guinalíu (2006), it was revealed that reliability
of the internet as a shopping medium, infrastructural (contextual) factors (e.g. third-party
certiﬁcation), and other factors (e.g. company size, demographic variables) has led to its
institutionalization in various jurisdictions. This was supported by preivious studies adding
that to online consumers, e-shopping quality encompasses perceptions of usefulness,
trust, and enjoyment (Mdluli, 2014; Alghamdi, 2011; Ha & Stoel, 2008).
Such results are further strengthened by the findings obtained by Krishnan,

Sentosa, Nurain, Amalia, Syamim, & Hafizah, (2017) which showed that a high
percentage of respondents (91%) make online transactions because they trust the online
market system in providing for an avenue for commercial activities such as purchasing
tickets, paying utility bills, and purchasing goods.
E-commerce Adoption in the Philippines and Filipinos’ Awareness of its benefits
Philippine’s fast adoption of the e-commerce is further supported by the studies of

Lim (2014) and Garcia (2005) which revealed that determinants such as ease of
understanding, personalization and reliability positively affected the Filipinos’ intent to use
E-commerce.
In addition, the study of Macali, (2016) found that Filipinos have a very high level
of awareness on e-commerce in terms of the services that it offers to its users such as
maximizing their buying experience and providing them access to convenient modes of
payment. It also showed that Filipinos have a positive attitude towards e-commerce since
they are convinced of its benefits, namely, that it is fast and convenient; that it reduces
transaction costs; that it is accessible for global market; and that it provides a wide
selection to cater to the various needs of e-consumers.
The study conducted by Tallud (2014) discovered that Philippine Small-Medium
Enterprises (SMEs) purchased online because of the quality of the products offered
(96.9%). They are also influenced to purchase online because they are able to compare
prices (78.3%) and review the product specifications (71.35%). It was also found that
consumers derive enjoyment in buying online from an assessment of fulfilment/reliability,
customer service and security/privacy. Moreover, shipping speed, consumer reviews,
retailer reputation, and delivery time flexibility are all taken into account by consumers in
purchasing online. Other key factors include reasonable pricing and free and fast delivery
of purchased goods.
Meanwhile, a comparative study which aimed to examine the online buying

adoption and behaviour between consumers in developed and developing countries was
conducted by Ratilla (2016) in Czechoslovakia and Philippines. The findings of the study
established that since the online shopping and IT infrastructure in the Philippines is still
far behind United States or in European countries like Czech Republic and Slovakia,
Filipino internet users were reluctant to shop online due to the following factors: 1)
reliability of seller, 2) quality of the products offered online, 3) absence of credit/debit card,
4) insufficient/limited knowledge and 5) shipping problems. Moreover, it was found that
Filipinos are apprehensive of the risk of e-commerce in their country as it is still in its
infancy. Online transactions still pose a great security threat for Filipinos. Dispute-
resolution facility and legislative frameworks thus need to be strengthened by increasing
information sharing and bilateral assistance to reinforce online shopping security.
As found by the studies of Mdluli (2014), Ndanu (2013), Nicodim (2007), and
Skorochod (2007), the adoption of the online market is inevitably coupled with risks that
can be explained solely by the reason that the place where both parties to the transaction
meet is the website. It was further established by the studies of Kavitha (2015), Donelly &
White (2013), and Kaviar (2010) which all agreed that e-consumers are more vulnerable
to fraudulent and unjust trade practices as they typically cannot examine the product prior
to purchasing it and may not know who they are buying from.
Moreover, Miyazaki & Fernandez (2006) found in their study that the perception of
system security was the biggest fear of online shopping with nearly thirty-seven percent
of the sample responding to the threat of third-party fraudulent behavior. Additionally, the
individual fear that gained the most attention was that of unauthorized third-party access
to credit card information, which garnered more than 20% of the total responses. In
addition, the inconveniences of online shopping placed second, over privacy concerns
and the fraudulent behavior of online retailers that respectively placed third and fourth.
E-consumer Awareness towards Consumer Protection Measures and its

Significance
In an article published in the official gazette of the Department of Trade and

Industry, from 2013 to 2015, a total of 1,211 cyber-related complaints were filed. Twenty-
two per cent (22%) of which were for internet frauds or scams involving violations of the
E-Commerce Act (R. A. no 8792).
In 2016, statistics from the Department of Justice, National Bureau of Investigation,

and the Philippine National Police show a 53.92% increase in the number of cyber-related

incidents yet no statistical data can be found as to whether the number of online consumer
related complaints also increased. However, recent reports by the DTI and the DOJ
continue to warn the public of an expected steady rise of R. A. no 8792 violations year by
year.
An explanation for such situation may be attributed to the findings of a study piloted
by Ansari & Alhazemi (2016) which showed that although e-consumers are aware about
the concept of online shopping and its scope, they are generally unaware of their rights
and benefits safeguarded by their State’s legislation. Alarmingly, it was also found that
they are not much interested in informing themselves of the laws that establish their rights
and protection.
A similar pattern can be found in the studies of Warsaw (2009), Arora, Chawla, &
Sachdeva (2014), and Alotaibi & Bach (2014) wherein it was proven that the respondents’
awareness of their rights is low and the prevalence of such finding points to consumer
education priorities with the barriers to development in enforced and protected consumer
activity enumerated as follows: lack of awareness of the rights that consumers are entitled
to; lack of awareness of consumer protection institutions and organizations; lack of internal
motivation to make conscious choices; lack of involvement in filing complaints due to low
price of the product and time-consuming complaint process; and lack of understanding of
the wording of legal regulations and contract forms, application of the information.
Further, in the study of Yuhanza, Ahmad, Krisnawati, et al. (2017), the researchers
discovered that aside from a lack of awareness among online buyers towards their rights,
a great majority even has no knowledge on the existence of a Tribunal for Consumer
Claims which is the main authority in their jurisdiction that handles all consumer-related
disputes and ensures that consumer protection laws are properly enforced.
Meanwhile, the findings of the study conducted by Huong & Coghill (2007) specify
the issues with which the online consumers were largely unaware of, namely (i) which
organizations are involved in e‐consumer protection; (ii) government regulations and
guidelines; (iii) industry codes of conduct; (iv) self‐regulatory approaches adopted by
business; and (v) the activities of consumer associations to protect consumers in the
online marketplace. The findings also show that most respondents would seek redress for
unsatisfactory purchases if only they knew how to proceed with their complaints.
In the same way, Kumar (2016) discovered in his study that majority of the
respondents showed low level of awareness and low level of utilization of consumer rights.
Respondents were aware about the existence of their consumer rights but they never
lodged complaint against exploitation.
On the other hand, while Mittal & Gupta. (2013) found that the level of awareness
of consumer rights was high among the respondents of their research, the utilization of
such rights was not observed at very good level. It was inferred that respondents did not
know the procedure to move to consumer forums if they had any grievances as nearly
3/4th respondents did not know the documents required for filing the complaints in the
consumer forums.
The study of Donnelly &White (2013) also found that in relation to rights and
remedies arising from sale of goods in electronic contracts, while nearly all respondents
(98%) were aware of their legal right to return defective goods, the numbers of

respondents who provided correct answers reduced significantly when asked of more
detailed questions about different aspects of these rights and remedies.
The studies conducted by Mamdouh et al. (2013) and Devi & Sankara, (2012) also
showed a like pattern wherein quite a significant number of respondents were well-
informed about e-commerce and their rights with regard to pricing and refunds. However,
it was revealed that despite such, awareness of when consumer protection measures can
be utilized is low.
It was only in the study conducted by Ivan, Lazar, & Albu (2009) where the findings
revealed that apart from 13% of people who have total confidence in the safety of online
transactions, more than three quarters of respondents were aware that buying online
requires a degree of risk and that majority of the e-consumers who were victims of violation
of their rights during their use of e-commerce services made official complaints.
However, it was established in past studies that a majority of online consumers agreed
that consumer exploitation is primarily due to unawareness on the part of the consumers
(Devi and Rao, 2016; Kumar, 2016; De Lima, 2015).
Research Paradigm
Independent Variables Dependent Variable
DEMOGRAPHIC VARIABLES:
age, employment status, sex, LEVEL OF AWARENESS
monthly income, educational TOWARDS CONSUMER ACT OF THE PHILIPPINES &
ELECTRONIC COMMERCE ACT OF 2000
attainment, frequency of online
shopping experience, and
frequency of internet usage
Figure 1. Research Paradigm. The graphical illustration above shows the variables under
study. This research delved onto ascertain the level of awareness of e-consumers and sought
to determine possible significant differences in their degrees of awareness when grouped
according to their profile/demographic variables i.e. age, employment status, sex, monthly
income, educational attainment, frequency of online shopping experience, and frequency of
internet usage.
METHODS
Research Design
This study made use of the descriptive quantitative research design in order to
determine the level of awareness of consumers engaged in e-commerce towards their
rights and protection measures as contained in R.A. 7394 and R.A. 8792. This design was
used to describe the current e-commerce situation in the Philippines and the existing state
of consumer protection and development in the online market.
Respondents and Locale of the study
This study was conducted at Tuguegarao City, Cagayan. 100 consumers engaged
in e-commerce were selected as respondents using the Purposive sampling method. The
respondents were chosen based on their length of internet usage and e-commerce
involvement; only those who have at least three (3) years of experience in using the
internet and who have at least one (1) online shopping experience were selected to be
the respondents for this study.
Research Instrument/Data Collection Tool
In this study, primary data were collected from the respondents with the use of a
structured questionnaire. The items in the questionnaire were formulated based on the
provisions of R.A 7394 and R.A 8792. The questionnaire was self-administrated and
contained close-ended questions. It consisted of 74 questions in total, with three (3) main
parts: Part 1 covered items that reflected the profile of the respondents; Part 2 consisted
of items that measured the awareness of respondents towards e-consumer protection
measures in terms of product quality and safety, product warranties, and fraudulent
practices of sellers; and Part 3 consisted of items that measured the awareness of
respondents on the enforcement of their consumer rights along penalties for violations
committed by sellers and available remedies for settlement of just claims. The level of
awareness of online consumers engaged in e-commerce was measured through a five-
point Likert scale with “very aware” and “not at all aware” as its anchors.
*Likert Scale:
Numerical Value Description
Extremely Aware
5
(The respondents have an extensive knowledge of the law)
Moderately aware
4
(The respondents have to a great extent knowledge of the law)
Somewhat Aware
3
(The respondents have a limited knowledge of the law)
Slightly Aware
2
(The respondents have little knowledge of the law)
Not at all Aware

1
(The respondents have no knowledge of the law at all)
Data Gathering Procedure
Before conducting the survey, the validity and the reliability of the questionnaire were
assessed by research instructors and experts in the field of law. Further, to gather the data needed
from the respondents in the most convenient way possible, the questionnaires were floated through
a face-to-face survey. Ethical research protocols were likewise considered. Approval of the conduct
of the study was sought, and letters of information and consent were attached with the
questionnaires.
Data Analysis
In order to achieve the aim of this study, demographic profile of the respondents was
systematized according to frequency; and the level of awareness of online consumers towards R.A.
7394 and R.A. 8792 in terms of product quality and safety, product warranties, fraudulent practices
of sellers, penalties for violations committed by sellers, and available remedies for settlement of

just claims was analyzed using their respective over-all weighted mean. Further, the tests of
difference on the level of awareness of online consumers when grouped according to their profile
variables were conducted using independent t-test and ANOVA.
RESULTS
Table 1: Demographic Profile of the Respondents
Variables Groupings Frequency Percentage

Age 15-20 years old 51 51
21-25 years old 29 29
26-30 years old 7 7
31-35 years old 4 4
36-40 years old 2 2
41-45 years old 3 3
46-50 years old 2 2
Above 50 years old 2 2
Mean Age 17 years old
Sex Male 34 34
Female 66 66
Employment Status Employed 34 34
Self-employed/ 6 6
Business owner
Student 54 54
Unemployed 6 6
Educational Attainment Post-graduate 13 13
College 63 63
Secondary School 24 24
Intermediate/Elementary 0 0
No formal education 0 0
Monthly Income Above 30,000 4 4
20,001-30,000 11 11
10,001-20,000 15 15
5,001-10,000 16 16
3,001-5,000 11 11
500-3,000 43 43
Frequency of Online Weekly 17 17
Shopping Experience Monthly 21 21
Quarterly 29 29
1-2 times a year 33 33
Frequency of Internet Usage Everyday Access 82 82
4-6 times a week 11 11
1-3 times a week 7 7
Grand Total 100 100
Table 1 reveals that majority of respondents are young people belonging to the age group of
15 to 30 years old, females, and either finished college or is presently enrolled in college.
Generally, respondents have monthly income or allowance amounting to 500 PhP to 3000
PhP. Further, table 1 shows that 82% of the respondents have everyday access to the internet
and are engage in e-commerce only once or twice a year.
Table 2: Level of Awareness of Online Consumers towards Consumer Protection
Measures and the Enforcement of their Consumer Rights in terms of:
Consumer Protection Measures
Variable Overall Weighted Mean Interpretation
Product Quality and Safety 4.12 Moderately Aware
Product Warranties 3.80 Moderately Aware
Fraudulent Practices
3.62 Moderately Aware
Committed by Sellers
Enforcement of Consumer Rights

Variable Overall Weighted Mean Interpretation
Penalties for Violations
2.73 Somewhat Aware
Committed by Sellers
Available Remedies for
3.29 Somewhat Aware
Settlement of Just Claims
The table above shows that online consumers are generally aware, to a great extent, of the
measures that secure their rights for consumer protection. As to product quality and safety,
online consumers are moderately aware that online sellers should clearly state the price and
adequately describe the products they offer, should clearly inform them of the available
methods of payment, and should ensure them that such ways are safe and easy to use.
Results also show that online consumers are moderately aware of the purpose of the
warranties attached to the products they buy. Further, the respondents are also moderately
aware of the fraudulent practices of sellers rampant in online transactions such as false
product advertisements and scams of the like. An analysis of their responses shows that they
are unaware of matters pertaining to price discounts and the prohibited “no return, no
exchange” policy.
The table above also reveals that online consumers are only somewhat aware of the penalties
imposed on violations committed by sellers. Further analysis of the data gathered from
respondents show that they have limited knowledge of the online seller’s liability for product
deficiencies and false and misleading packaging information, and that they have a low level of
consciousness towards the imposition of fines for violations of the law especially on the
provisions on consumer product quality and safety and product warranties. Lastly, the results
of the study glean that online consumers are somewhat aware of the available remedies for
settlement of their just claims and of the existence of a procedure for them to follow in
addressing their consumer-related complaints, as provided by the Department of Trade and
Industry for exigency and for the online consumers’ convenience.

Table 3: Test of difference on level of awareness of online consumers towards
consumer protection measures along product quality and safety when grouped
according to profile variables
Profile Variables N Mean F/T-value P-value Decision

Age
15-20 years old 51 4.1333

21-25 years old 29 4.0666
26-30 years old 7 3.9643
31-35 years old 4 4.0000 .850 .509 Accept Ho
36-40 years old 2 4.3800
41-45 years old 3 4.8600
46-50 years old 2 4.2350
Above 50 years old 2 4.0000
Employment Status
Employed 34 4.2309
Self-employed/ Business 6 4.1750
.629 .598 Accept Ho
owner
Student 54 4.0594
Unemployed 6 4.0300
Sex
Male 34 3.8276 3.773 .000 Reject Ho
Female 66 4.2750
Monthly Income
Above 30,000 4 4.8225
20,001-30,000 11 4.2173
10,001-20,000 15 4.1367 1.356 .248 Accept Ho
5,001-10,000 16 4.0769
3,001-5,000 4 4.8225
500-3,000 11 4.2173
Educational Attainment
Post-graduate 13 3.9038
1.152 .320 Accept Ho
College 64 4.1348
Secondary School 23 4.2135
Frequency of Online Shopping
Experience
Weekly 17 4.1271
Monthly 21 4.2719
Quarterly 29 4.1852
1-2 times a year 33 3.9712
Frequency of Internet Usage
Everyday Access 82 4.1907
4.041 .021 Reject Ho
4-6 times a week 11 3.9627
1-3 times a week 7 3.5800
* significant level (0.5)

The table above shows the tests of difference among the demographic profile of
respondents and their level of awareness along product quality and safety. It further shows
that e-consumers, regardless of age, employment status, monthly income, educational
attainment and frequency of online shopping experience, have the same level of
awareness.
The table above also reveals that there is a statistically significant difference between
male and female in terms of their awareness along product quality and safety. Further
analysis shows that female online consumers have a higher level of awareness as
compared to male online consumers. This may be due to females being commonly more
meticulous to product quality when shopping. Moreover, females pay great attention to the
detail of the things they buy whereas males are more likely to purchase products without
thorough examination.
The table above depicts that there is a statistically significant difference on the level of
awareness of online consumers towards consumer protection measures along product
quality and safety when grouped according to frequency of internet usage. Online
consumers who access the internet on a daily basis have a higher level of awareness as
compared to those who use the internet only once or thrice a week. This may be attributed
to the reason that online consumers who access the internet daily are more exposed to
easily accessible information with regard to their substantive rights and consumer
protection measures.

Table 4: Tests of difference on online consumers’ level of awareness towards consumer
protection measures along product warranties when grouped according to profile
variables

Age
15-20 years old 51 3.8198
21-25 years old 29 3.7976
26-30 years old 7 3.5714
36-40 years old 2 4.4400
41-45 years old 3 4.1700
46-50 years old 2 3.6900
Employment Status
Employed 34 3.8465
Self-employed/ Business 3.6067
6 .255 .857 Accept Ho
owner
Student 54 3.7983
Unemployed 6 3.7400
Sex
Male 34 3.5179 3.326 .001 Reject Ho
Female 66 3.9448
Monthly Income
Above 30,000 4 4.3625
20,001-30,000 11 3.7509
10,001-20,000 15 3.7053 .833 .530 Accept Ho
5,001-10,000 16 3.8988
3,001-5,000 4 3.6982
500-3,000 11 3.7819
.178 .838 Accept Ho
College 64 3.7761
Frequency of Online Shopping
Experience
Weekly 17 3.9612
Monthly 21 3.8519
Quarterly 29 3.8521
1-2 times a year 33 3.6373
Frequency of Internet Usage
Everyday Access 82 3.8302
4-6 times a week 11 3.8536
*significance level (0.05)

The table above shows the tests of difference among the different demographic groups
and their level of awareness along product warranties. Results show that the level of
awareness does not vary when e-consumers are grouped according to their age,
educational attainment, monthly income, employment status, or frequency of online
shopping experience. Further, the table shows that even when grouped according to the
frequency use of the internet, the levels of awareness of e-consumers towards online
product warranties do not significantly differ.
Lastly, the table above shows that there is a statistically significant difference between
male and female in terms of their awareness along product warranties. Further analysis
reveals that female online consumers have a higher level of awareness as compared to
male online consumers. Such is due to the reason that since female online consumers are
generally more skeptical of the risks that come with online purchase, they take time to
understand the product they buy and the warranties attached to it for purposes of claiming
replacements and reimbursements in the event of a defect in the product.

Table 5: Tests of difference on online consumers’ level of awareness towards consumer
protection measures along fraudulent practices of sellers when grouped according to
profile variables
Profile Variables N Mean F/T- P-value Decision

value
Age
15-20 years old 51 3.6290
21-25 years old 29 3.5348
26-30 years old 7 3.5829
36-40 years old 2 4.3300
41-45 years old 3 3.4167
46-50 years old 2 4.0400
Employment Status
Employed 34 3.8459
Self-employed/ 3.1783
6 2.917 .038 Reject Ho
Business owner
Student 54 3.5880
Unemployed 6 3.0683
Sex
Male 34 3.3965 2.146 .024 Reject Ho
Female 66 3.7350
Monthly Income
Above 30,000 4 3.7925
20,001-30,000 11 3.6891
10,001-20,000 15 3.6440 .764 .578 Accept Ho
5,001-10,000 16 3.7919
3,001-5,000 4 3.2409
500-3,000 11 3.6107
.097 .907 Accept Ho
College 64 3.5963
Frequency of Online
Shopping Experience
Weekly 17 3.7747
.633 .596 Accept Ho
Monthly 21 3.6390
Quarterly 29 3.4707
1-2 times a year 33 3.6591
Frequency of Internet
Usage
Everyday Access 82 3.6656 .822 .443 Accept Ho
4-6 times a week 11 3.4009
* 1-3 times
significance a week
level (0.05) 7 3.4286

The table above shows that there is no significant difference on the level of awareness of
e-consumers towards consumer protection measures along fraudulent practices of sellers
when grouped according to age, educational attainment, monthly income or frequency of
their online shopping experience. Further, the table gleans that the level of awareness of
e-consumers who use the internet only once or thrice a week does not significantly differ
from the level of awareness of those who use the internet more often.
The table shows that there is a statistically significant difference between male online
consumers and female online consumers in terms of their level of awareness along
fraudulent practices of sellers. Female online consumers have a higher level of awareness
as compared to male online consumers, and such may be due to the reason that females
exhibit more cautiousness and avoidance of risk in their shopping behavior as compared
to males. Moreover, females more often discuss their personal online shopping
experiences with each other, allowing for an exchange of advices and warnings about the
fraudulent practices of sellers which are rampant in online transactions.
Lastly, results reveal that there is a statistically significant difference on the level of
awareness of online consumers towards consumer protection measures along fraudulent
practices committed by sellers when grouped according to employment status. Employed
online consumers have a higher level of awareness as compared to those who are
unemployed since they are more product quality-conscious and are more cautious of
suspicious acts and offers of online sellers while unemployed online consumers tend to
focus more on the price of the product rather than the validity of the transaction.

Table 6: Tests of difference online consumers’ level of awareness towards the
enforcement of their consumer rights along penalties for violations committed by
sellers when grouped according to the profile variables

Age
15-20 years old 51 2.8118
21-25 years old 29 2.6310
26-30 years old 7 2.5714
36-40 years old 2 3.3000
41-45 years old 3 2.4333
46-50 years old 2 3.9500
Employment Status
Employed 34 2.7765
Self-employed/ 2.3667
6 .493 .688 Accept Ho
Business owner
Student 54 2.7815
Unemployed 6 2.3833
Sex
Male 34 2.3824 2.387 .011 Reject Ho
Female 66 2.9106
Monthly Income
Above 30,000 4 2.5250
20,001-30,000 11 2.6000
10,001-20,000 15 2.7267 .563 .728 Accept Ho
5,001-10,000 16 2.9375
3,001-5,000 4 2.3091
500-3,000 11 2.8163
3.546 .033 Reject Ho
College 64 2.6625
Frequency of Online
Shopping Experience
Weekly 17 3.0706
.830 .481 Accept Ho
Monthly 21 2.5286
Quarterly 29 2.6862
1-2 times a year 33 2.7242
Usage
4-6 times a week 11 2.3818
*significance level (0.5)

e-consumers towards enforcement of their consumer rights along penalties for violations
committed by sellers when grouped according to age, employment status, monthly income
or frequency of their online shopping experience. Further, the table gleans that the level
of awareness of e-consumers who use the internet only once or thrice a week does not
significantly differ from the level of awareness of those who use the internet more often.
The table above shows that there is a statistically significant difference between male and
female online consumers in terms of their level of awareness along penalties for violations
committed by sellers. Further analysis also reveals that female online consumers have a
higher level of awareness as compared to male online consumers. Such result may again
be attributed to the cautious behavior of females and their greater responsiveness to
stimuli that could have negative implications in comparison to males.
Results also depict a statistically significant difference on online consumers’ level of

awareness towards the enforcement of their consumer rights along penalties for violations
committed by sellers when grouped according to educational attainment.
Further data analysis reveals that online consumers who have finished or are presently
getting their secondary education have a significantly lower level of awareness than that
of e-consumers who have taken or are taking their post-graduate studies. A reason for
such may be that online consumers with higher educational attainment tend to be exposed
to higher levels of consumer education as well. While online consumers who are still on
the secondary level of education are exposed only to basic levels of consumer education
to be even limited with their relatively low capacity of comprehending the complexities of
the laws on its penalty provisions.

Table 7: Tests of difference on online consumers’ level of awareness towards the
enforcement of their consumer rights along available remedies for settlement of just
claims when grouped according to profile variables

Age
15-20 years old 51 3.3365
21-25 years old 29 3.0714
26-30 years old 7 3.3929
36-40 years old 2 4.3750
41-45 years old 3 3.5800
46-50 years old 2 3.7900
Employment Status
Employed 34 3.4065
Self-employed/
6 2.6383 1.477 .226 Accept Ho
Business owner
Student 54 3.3193
Unemployed 6 3.0417
Sex
Male 34 2.9853 2.549 .012 Reject Ho
Female 66 3.4491
Monthly Income
Above 30,000 4 3.6129
20,001-30,000 11 3.2900
10,001-20,000 15 3.3210 1.770 .126 Accept Ho
5,001-10,000 16 3.1006
3,001-5,000 4 3.6129
500-3,000 11 3.2900
College 64 3.1741
Frequency of Online
Shopping Experience
Weekly 17 3.6129
Monthly 21 3.2900
Quarterly 29 3.3210
1-2 times a year 33 3.1006
Usage
4-6 times a week 11 3.3573
* significance level (0.05)

e-consumers towards the enforcement of their consumer rights along available remedies
for settlement of just claims when grouped according to age, educational attainment,
monthly income or frequency of their online shopping experience. The degree of
awareness of employed or self-employed e-consumers do not differ from those of students
or unemployed e-consumers. Also, it is evident from the findings that the level of
awareness of consumers who engage in e-commerce quarterly or once/twice a year does
not significantly differ from the level of awareness of those who engage in e-commerce
more frequently. Lastly, e-consumers who use the internet less are just as aware as those
who access it more often of on a daily basis.
The table above also reveals that there is a statistically significant difference between
male and female online consumers in terms of their level of awareness along available
remedies for settlement of just claims. Analysis shows that female online consumers have
a higher level of awareness as compared to male online consumers. One of the possible
explanations for this finding can be attributed to the female perception of online shopping
as a personal experience and their typical aversion toward risks. As such, they tend to be
more mindful of information essential for addressing their claims in the event that their
interests are put at risk.
DISCUSSION
The aim of the study is to ascertain the level of awareness of e-consumers towards
their consumer protection measures and towards the enforcement of their existing rights
as provided by the Consumer Act of the Philippines and the E-commerce Act of 2000.
Profile of Filipino Online Consumers
In terms of profile, the study found that generally e-consumers are aged 15 to 30
years old. This only implies that e-commerce are generally dominated by the young
(Raman & Pramod, 2015; Alqahtani, Al-badi, and Mayhew, 2012; Gurung, Luo, and Raja,
2008). Approximately two-thirds of the respondents were females which refute the
implication of past studies that e-consumers are predominantly male (Ansari, & Alhazemi,
2016; Kavitha, 2015). The findings also show that since majority of the total number of
respondents are students, almost half of the population has only 500 PhP to 3000 PhP as
their monthly income/allowance. Lastly, the findings in table 1 reveal that although 82% of
the respondents access the internet on a daily basis, most of them shop online or engage
in e-commerce only once or twice a year. This only implies that frequency of internet usage
is not a vital motivating factor for consumers to engage in e-commerce (Alhusban, 2014;
Ivan, Lazar, & Albu, 2009).
Awareness of Filipino Online Consumers towards Protection Measures and its

Enforcement
Going further from identifying the e-consumers based on their demographic profile,
the results show that consumers who engage in electronic commerce are, to a great
extent, aware of their rights and consumer protection measures in terms of the
requirements as to the performance and contents of a product, precautions in storage,

transporting and packaging; and requirements that a product be marked with clear and
adequate safety warnings or instructions.
This finding suggests that Filipino online consumers are highly conscious about
product quality and safety, and are aware that online sellers should give clear terms and
conditions regarding the product to be purchased, as well as the online transaction itself.
Such high level of awareness puts them in equal billing with online sellers, given the
current situation that a large number of online sellers fail to publish or state clear terms
and conditions which cover delivery times and costs, simple contract stipulations, and a
returns policy (Stancombe Research & Planning Database, 2012).
The findings also show that e-consumers are, to a great extent, aware of their
protection measures in terms of warranties attached to the products they buy. This is
paralleled by the study of Warsaw (2009) which indicated that online consumer awareness
about the principles of warranties has increased along with the percentage of persons who
believe that the position of consumers and sellers is equivalent. Further, the results of this
study also revealed that e-consumers are aware of the unfair and misleading acts and
practices committed by sellers that are likely to be rampant in online transactions.
Although most international studies found that there is a significant lack of

awareness among majority of e-consumers towards their online shopping rights (Yuhanza,
Ahmad, Krisnawati, et al., 2017; Kumar, 2016; Tamilmani, 2016; Arora, Chawla, &
Sachdeva, 2014; Mittal, & Gupta, 2013; Warsaw, 2009; Huong, & Coghill, 2007), this study
shows that the country’s e-consumers have a relatively high overall degree of awareness
towards their rights in e-commerce and are very confident when shopping online (Ratilla,
2016; Lim, 2014; Revilla, 2014).
However, when it comes to the enforcement of their consumer rights and how it
can be utilized by them, online consumers have only a limited knowledge of the penalties
that can be charged against sellers for violations of their rights and of the available
remedies provided for them by the laws. This is to say that although online consumers are
aware of the general enforcement mechanisms, they are unaware of the particular
provisions of the laws that govern such mechanisms and of the remedies made available
to them. This becomes a matter which necessitates attention as an online consumer’s
individual consciousness level is a significant determinant in the consumer protection
process. For that reason in a low-conscious consumer environment, making a response
is not expected (Kumar, 2016). Hence, low utilization of rights can also be expected (Mittal,
& Gupta, 2013; Donnelly, & White, 2013).
It can be further inferred from the findings of this study that online consumers have
a relatively low level awareness of the procedure to follow when filing their complaints,
and that online consumers perceive the system provided by the laws and implementing
rules and regulations of the authorities to be too long and rigid (Yuhanza, et al., 2017;
Ansari, & Alhazemi, 2016; Devi, & Rao, 2016; Donnelly & White, 2013). Low consumer
education is also a factor to the low awareness of e-consumers towards the enforcement,
application, and utilization of their rights in e-commerce (Devi, & Rao, 2016).
Tests of difference on Online Consumers’ Level of Awareness

The results of this study reveal that towards both consumer protection measures
and the enforcement of their existing rights, the level of awareness of online consumers
generally does not vary when grouped according to frequency of internet usage. However,
an exception to such is one finding which shows that in terms of consumer protection
measures along product quality and safety, online consumers who access the internet on
a daily basis have a higher level of awareness as compared to those who use the internet
only once or thrice a week.
Admittedly, although engagement in e-commerce is more of a monthly or annual

experience, the level of awareness of online consumers who use the internet more often
is significantly higher than those who use the internet less because they tend to be more
exposed to easily accessible information regarding their online shopping rights on product
quality and remedies through testimonies shared by other online consumers mainly on
social media, and through the advisories of the implementing agencies that are often
published over the internet as well (Mandal, 2016; Alotaibi & Bach, 2014). While those
who use the internet only one to three times a week normally access the internet with the
intention of performing particular tasks or searching for a specified set of information other
than the laws as well as their legal rights (Meyen & Rudiger, 2010; Zillien & Hargittai, 2009;
Leu et al., 2007).
When grouped according to employment status, there is in general, no significant

difference on the level of awareness of e-consumers towards consumer protection
measures and the enforcement of their existing rights. However, one significant finding of
this study reveals that in terms of consumer protection measures along fraudulent
practices of sellers, the level of awareness of employed online consumers is significantly
higher than the level of awareness of unemployed online consumers.
This may be due to the fact that those in the workforce are more product quality-
conscious and are more cautious of suspicious acts and offers of online sellers whereas
unemployed online consumers tend to focus more on the price of the product rather than
the lawfulness of the transaction (Guha, 2013). This is further supported by the studies of
Kumar, M. (2016) and Gupta. K. (2013) which also discussed that consumers who are
constantly engaged in workplace settings obtain a higher degree of consumer education
that may be due to their daily interaction with co-workers, office-funded seminars, or
because they can easily access the internet through their office computers (Alhusban,
2014).
Further, analysis reveals that towards both consumer protection measures and the
enforcement of their existing rights, there is generally no significant difference on the level
of awareness of online consumers when grouped according to educational attainment,
with the exception of one finding which displays that towards the enforcement of their
consumer rights along penalties for violations committed by sellers, online consumers who
have taken or are taking their post-graduate studies have a significantly higher level of
awareness than that of e-consumers have finished or are presently getting their secondary
education.
A reason for such may be that the level of consumer education rises with the level
of educational attainment (Park & Kim, 2013). Such scenario is expected as those with
higher education level normally have more exposure to various facts and figures that
trigger the awareness level (Ishak & Zabil, 2012). Moreover, as compared to those with

post-graduate level of education, online consumers who are still on the secondary level
education are exposed only to the basics of consumer education to be even limited with
their relatively lower capacity of comprehending the complexities of the laws on its penalty
provisions.
This is precisely supported by statistics indicating that people with lower levels of
education tend to experience difficulties in text comprehension more frequently as
compared to those who have acquired higher levels of education (Sunyani, 2015;
Schroeder et al., 2014; Chesneau, 2007). This particular finding is important since it puts
forth the effect of education on online consumer behavior and such is parallel to the results
of researches that are conducted on different global regions with different sampling groups
(Kumar, 2016; Mittal & Gupta, 2013; Ishak & Zabil, 2012; Babaoğul, Şener, & Buğday,
2011).
Interestingly, the findings reveal that towards both consumer protection measures
and the enforcement of their existing rights along all the legal provisions considered in this
study, there is always a significant difference on the level of awareness of online
consumers when grouped according to sex. On all the tests of difference conducted, it
was found that female online consumers have a higher level of awareness than male
online consumers. Gender differences in shopping motivations and perceptions of e-
commerce shed light on this situation. Qualitative analysis of online shopping motivations
by Dittmar et al. (2014) revealed that females more greatly appreciate the control offered
by online shopping and viewed as a personal involving experience; whereas for males,
buying consumer goods involved mostly functional concerns.
Since females have traditionally been the family purchasing agents, they are apt
to be more involved with quality purchasing in comparison to males (Guha, 2013) Females
tend to pay great attention to the detail of the things they buy and prefer data displays that
are complete and reliable whereas males are more likely to purchase products without
thorough examination (Meyers-Levy & Loken, 2015). Female consumers feel pride in their
ability to get the best products for the best prices (Iakshami, et al., 2017) and are generally
more mindful of the risks that come with online purchasing hence they are more likely to
take time in understanding the product and the warranties attached thereto (Shaw &
Chovancova, 2017) for purposes of claiming replacements and reimbursements in the
event of a defect in the product.
When it comes to awareness towards the fraudulent practices of sellers and the
penalties for their violations, female online consumers have a higher level of awareness
as compared to male online consumers, and such may be explained by the studies of
Meyers-Levy, J. & Loken, B. (2015) and Guha, S. (2013) which found that females in their
shopping behavior exhibit more cautiousness, avoidance of risk, and greater
responsiveness to stimuli that could have negative implications as compared to males.
Moreover, females often discuss their personal online shopping experiences with each
other (Kurt, et al., 2011) allowing for an exchange of advices and warnings about the
fraudulent practices of sellers which are rampant in online transactions.
Lastly, a reason why female online consumers have a higher level of awareness
towards the enforcement of their consumer rights along available remedies for settlement
of just claims can be attributed to the studies of Dittmar et al. (2014) and Meyers-Levy, J.
& Loken, B. (2015) which found that female perceive online shopping as a personal

experience and that their typical aversion toward risks make them more mindful of
information essential for addressing their claims in the event that their interests are put at
risk.
These significant findings also refute those of several prior studies which either
indicate that male e-consumers are more aware of their rights and remedies compared to
female e-consumers; or that there is no significant difference between the levels of
awareness of both sexes (Kumar, 2016; Indirani & Kumar, 2016; Arora, Chawla &
Sachdeva, 2014; Mittal & Gupta. 2013; Jayasubramanian & Vaideke, 2012).
The findings of this study also show that towards both consumer protection
measures and the enforcement of e-consumer rights along product quality and safety,
product warranties, fraudulent practices of sellers, the penalties, and available remedies
for settlement of just claims, there is no significant difference when the respondents are
grouped according to age. This implies that regardless of age, online consumers have the
same level of awareness towards their existing rights and their proper enforcement and
utilization. However, certain studies concluded that although there is no significant
difference, young e-consumers have a higher level of awareness of their rights than aged
respondents because they engage in e-commerce more frequently (Mittal & Gupta, 2013;
Kumar, 2016)
The findings also found that the level of awareness of online consumers towards
both consumer protection measures and the enforcement of e-consumer rights does not
significantly vary when grouped according to monthly income. This finding refutes those
of several studies which have found that e-consumers with high level income or at least
above the average income have a higher level of awareness compared to those having
low level income (Natarajan, & Marishkumar, 2017; Kumar, 2016) and have concluded
that the level of awareness of online consumers is directly proportional to the level of their
monthly income (Mittal & Gupta, 2013).
The findings of this study reveal that there is no significant difference in the level
of awareness of online consumers towards both consumer protection measures and the
enforcement of e-consumer rights when grouped according to frequency of online
shopping experience. This finding suggests that the levels of awareness of online
consumers who shop online more frequently do not differ with those who engage in e-
commerce merely once or twice a year. This negates the common finding of prior studies
which found that e-consumers feel more aware of their online shopping rights the more
they shop online, as awareness rises up to 80 per cent (80%) when it comes to ‘heavy’
online shoppers (Populus Research Database, 2015; Ivan, Lazar & Albu, 2009).
Conclusion
The study provides knowledge on the role of gender in the implementation of R.A.
no. 7394 and R.A. no. 8792. Females are found to be more involved in e-commerce and,

owing to their greater cautiousness, display greater involvement with quality product
purchasing and risk avoidance in comparison to males who usually purchase online only
for functional concerns. Secondly, this study reinforces the importance of education in
online consumer behavior and development as it is found that the level of awareness
towards penalty provisions of the law rises with the level of educational attainment. This
study also highlights the distinction between the purchasing priorities of employed online
consumers who are quality-conscious and of the unemployed who are more motivated by
lower prices. Frequent exposure to easily accessible information also proves to be a factor
in the level of awareness and consumer education of internet users.
Consumer awareness elevates the effectiveness of consumer protection

legislation. Based on the above expositions, it can be inferred that information about the
substantive rights of Filipino online consumers are widely disseminated. However, as
there are still gaps in the awareness of the general public towards the enforcement and
utilization of their rights, it can be concluded that the government does minimal
performance in implementing the provisions. Admittedly, this situation also implies that
Filipino online consumers are mildly apathetic of the enforcement mechanisms and
grievance procedures provided by the laws and are more often already satisfied with being
generally aware of their rights.
Recommendation
Based on the findings of the study, it is recommended that:
1. The government, particularly the Department of Trade and Industry, should pay
more attention on the necessity of raising rights awareness and increasing
consumer education among e-consumers. Mass, print, and social media should
be properly utilized in order to reach and inform a larger number of Filipino e-
consumers.
2. The government should also provide necessary encouragement for the institution
of voluntary consumer organizations that represent the interests of e-consumers
and aid them in utilizing consumer protection measures. The duty of the
government should not end with enacting laws; they should make it as their goal
to ensure the proper enforcement of such laws and to provide speedy and
accessible avenues for settlement of just claims to encourage e-consumers in
mobilizing and asserting their rights.
3. E-consumers need to be more inclined towards awareness of legal procedures to

resolve their grievances. They should engage in a cooperative movement with the
government in educating themselves and in spreading awareness through word-
of-mouth or other means of active campaigning.
4. This study was limited to e-consumers only at Tuguegarao City, Cagayan. It would
be more comprehensive for further research to be carried out involving a larger
geographical scope in order to determine if the results obtained in this study would

apply. Moreover, utilization of existing rights including data privacy may be added
as variables to be tested.
5. Conducting interviews may also be considered along with a descriptive-

quantitative method of data collection in order to obtain a broadened
understanding of online consumer awareness and behaviors. Future studies may
also utilize the main parties in e-commerce (consumers, sellers and implementing
authorities) as respondents for a more thorough research on awareness towards
Consumer Act of the Philippines and E-commerce Act of 2000.
6. Students who major in Political Science with Legal Studies may also utilize this
study for the conduct of a Service Learning Program that aims to spread public
awareness about e-commerce and the laws and regulations that govern it.
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Angelique,
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already okay.

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ABSTRACT

Keywords: E-Commerce, online consumer rights, online consumer rights enforcement,

Electronic commerce (e-commerce), otherwise known as online shopping, is the

However, in this growing electronic market, e-consumers are more vulnerable to

Awareness of Consumer Rights in E-commerce |1

When e-consumers are unaware of their rights, they become susceptible to

Statement of the Problem

3.) Is there a significant difference on the awareness of online consumers towards

Ho: There is no significant difference on the respondents’ level of awareness

Ho: There is no significant difference on the respondents’ level of awareness

Significance of the Study

a. Product Quality and Safety

Awareness of Consumer Rights in E-commerce |3

History of E-Commerce Adoption

Such results are further strengthened by the findings obtained by Krishnan,

E-commerce Adoption in the Philippines and Filipinos’ Awareness of its benefits

Philippine’s fast adoption of the e-commerce is further supported by the studies of

Meanwhile, a comparative study which aimed to examine the online buying

E-consumer Awareness towards Consumer Protection Measures and its

In an article published in the official gazette of the Department of Trade and

In 2016, statistics from the Department of Justice, National Bureau of Investigation,

Awareness of Consumer Rights in E-commerce |5

Awareness of Consumer Rights in E-commerce |6

Independent Variables Dependent Variable

Respondents and Locale of the study

Research Instrument/Data Collection Tool

Numerical Value Description

Not at all Aware

Data Gathering Procedure

Awareness of Consumer Rights in E-commerce |8

Table 1: Demographic Profile of the Respondents

Variables Groupings Frequency Percentage

Enforcement of Consumer Rights

Awareness of Consumer Rights in E-commerce |10

Profile Variables N Mean F/T-value P-value Decision

15-20 years old 51 4.1333

Awareness of Consumer Rights in E-commerce |11

Awareness of Consumer Rights in E-commerce |12

Profile Variables N Mean F/T-value P-value Decision

Awareness of Consumer Rights in E-commerce |13

Awareness of Consumer Rights in E-commerce |14

Profile Variables N Mean F/T- P-value Decision

Awareness of Consumer Rights in E-commerce |15

Awareness of Consumer Rights in E-commerce |16

Profile Variables N Mean F/T-value P-value Decision

Awareness of Consumer Rights in E-commerce |17

Results also depict a statistically significant difference on online consumers’ level of

Awareness of Consumer Rights in E-commerce |18

Profile Variables N Mean F/T-value P-value Decision

Awareness of Consumer Rights in E-commerce |19

Profile of Filipino Online Consumers

Awareness of Filipino Online Consumers towards Protection Measures and its

Awareness of Consumer Rights in E-commerce |20

Although most international studies found that there is a significant lack of

Tests of difference on Online Consumers’ Level of Awareness

Awareness of Consumer Rights in E-commerce |21

Admittedly, although engagement in e-commerce is more of a monthly or annual

When grouped according to employment status, there is in general, no significant

Awareness of Consumer Rights in E-commerce |22

Awareness of Consumer Rights in E-commerce |23

Awareness of Consumer Rights in E-commerce |24

Consumer awareness elevates the effectiveness of consumer protection

Based on the findings of the study, it is recommended that:

3. E-consumers need to be more inclined towards awareness of legal procedures to