Post-Pandemic Online Shopping Behavior as a Predictor of Customer Loyalty among Digital Marketplace Consumers in Laguna, Philippines

Post-pandemic consumer behavior, particularly the continued use of digital marketplaces, has become a significant area of consumer research. This study examined the post-pandemic online shopping behavior and its relationship with customer loyalty among 200 Filipino online consumers in Laguna Province using a descriptive-correlational research design and validated, pilot-tested questionnaire. Online shopping behavior and customer loyalty were both rated high in terms of convenience orientation, price comparison behavior, and trust in digital platforms. Both variables differed significantly by monthly shopping frequency, customer loyalty also differed significantly by age, and no significant differences emerged across sex. Online shopping behavior showed a strong, significant, positive relationship with customer loyalty and predicted 66.8% of the variance in loyalty outcomes. These findings suggest that digital marketplace providers should strengthen convenience, trust mechanisms, and value-based promotions to sustain customer loyalty. The study concludes that convenience, perceived value, and trust in digital platforms are key drivers of customer loyalty among Filipino online consumers in Laguna, and that strengthening these factors is essential for sustaining consumer engagement in the post-pandemic e-commerce environment.