Abstract:

In the advancement of every after generation, people today are constant in using high-technology gadgets in almost all sort of activities. Embracing digital intervention to gain demand from the market is considered as one of the sales channels that helps to sustain the business growing profit in the market. Yearly, the projected income of the e-commerce industry is continuously growing. Shopping via online has been a trend among modern Filipino customers due to a number of factors such as convenience, low price, easy access to variety of products, and several online promotions. Yang et.al (2011) extended these studies highlighting the effect of customers channel extension behavior to the shift of perception of an organization towards the online channel. With this, the study is conducted to determine the perception of the business owners in extending their business sales channel and discuss the business performance from offline to online store. This research applies the research model presented by Yang et. al (2011) and uses data collected from MSME owners in Robinsons Place Novaliches. Perceived service quality, perceived entitativity, and self-efficacy for change of MSME owners are measured according to the model to understand their perception on business sales channel extension. In turn, results gathered indicated that the respondents have the willingness to extend their sales channel but has lingering doubts about it. Theoretical and statistical treatment are discussed throughout the study. 

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