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

Leo C. Calbayar; Olan F.  Cabangon; Jackielyn C.  Falcatan; Mary-Ann E.  Hernandez; Janna Lean Mae M.  Lascano; Randy M.  Macalindong; Prue ‎Dominique C.  Valdez; Dr. Nickie Boy A.  Manalo; Dr. Gemar G.  Perez; Dr. Gina D.  Bonifacio

doi:10.14419/ybyw7663

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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
https://doi.org/10.14419/ybyw7663

Received date: November 22, 2025

Accepted date: December 19, 2025

Published date: December 21, 2025
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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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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Trust and Privacy Concerns as Antecedents of Purchase Intention among Shopee Users ‎in Batangas City, Philippines

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