Trust and Privacy Concerns as Antecedents of Purchase Intention among Shopee Users ‎in Batangas City, Philippines

Authors

  • Leo C. Calbayar Batangas State University, The National Engineering University, Philippines
  • Olan F. Cabangon Batangas State University, The National Engineering University, Philippines
  • Jackielyn C. Falcatan Batangas State University, The National Engineering University, Philippines
  • Mary-Ann E. Hernandez Batangas State University, The National Engineering University, Philippines
  • Janna Lean Mae M. Lascano Batangas State University, The National Engineering University, Philippines
  • Randy M. Macalindong Batangas State University, The National Engineering University, Philippines
  • Prue ‎Dominique C. Valdez Batangas State University, The National Engineering University, Philippines
  • Dr. Nickie Boy A. Manalo Batangas State University, The National Engineering University, Philippines
  • Dr. Gemar G. Perez Batangas State University, The National Engineering University, Philippines
  • Dr. Gina D. Bonifacio Batangas State University, The National Engineering University, Philippines

DOI:

https://doi.org/10.14419/ybyw7663

Published

21-12-2025

Keywords:

Consumer Behavior; E-commerce; Privacy Concerns; Purchase Intention; Shopee; Trust

Abstract

This study examines the influence of trust and privacy concerns on the purchase intentions of Shopee users in Batangas City, a rapidly ‎urbanizing area in the Philippines with growing engagement in digital commerce. Guided by the Trust and Privacy Concerns Model, a ‎descriptive–correlational design was employed using a structured survey of 172 respondents selected through stratified proportional random ‎sampling. Data were analyzed using descriptive statistics, ANOVA, t tests, and structural equation modeling. Results reveal that trust exerts ‎a significant and positive effect on purchase intention, while privacy concerns show a negative but non-significant influence. Security, ease ‎of use, and perceived usefulness emerged as strong predictors of trust, whereas third party certification heightened privacy concerns. Trust ‎also mediated the relationship between platform features and purchase intention. From an applied sciences perspective, these findings ‎highlight that functional trust mechanisms—secure systems, user friendly interfaces, and transparent data practices—are more effective than ‎symbolic privacy cues in shaping consumer behavior. The study contributes to applied information systems research by demonstrating how ‎platform-level trust mechanisms directly shape consumer purchase intention‎.

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How to Cite

Calbayar, L. C., Cabangon , O. F. ., Falcatan , J. C. ., Hernandez , M.-A. E. ., Lascano , J. L. M. M. ., Macalindong , R. M. ., Valdez , P. ‎Dominique C. ., Manalo , D. N. B. A. ., Perez , D. G. G. ., & Bonifacio, D. G. D. . (2025). Trust and Privacy Concerns as Antecedents of Purchase Intention among Shopee Users ‎in Batangas City, Philippines. International Journal of Basic and Applied Sciences, 14(8), 480-492. https://doi.org/10.14419/ybyw7663

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