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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Journal of Social Entrepreneurship Theory and Practice Education Policy and Development (EPD) International Journal of Marketing and Digital Creative (IJMADIC) Advanced Qualitative Research (AQR)
Eric S Parilla
Northwestern University
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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 1 
Perceived Risk and Mobile Shopping Motivations in Ilocos Norte Philippines Eric S Parilla; Marc Edward M Abadilla
International Journal of Entrepreneurship, Business and Creative Economy Vol. 2 No. 2 (2022): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (359.301 KB) | DOI: 10.31098/ijebce.v2i2.922

Abstract

This study aims to determine the effect of perceived risk on mobile shopping motivations. It proposes how product risks and service risks affect mobile shopping motivations. It used a descriptive-correlation research design, and the respondents are Ilocos residents who used their mobile phones for shopping. Convenience sampling was used, and the research approach is quantitative. It used frequencies, weighted mean, and Pearson r to analyze the data. The study has implications for marketing management, such as for online shop owners and advertisers who intend to measure how to promote products on online platforms. The original contribution of this study lies within its questionnaire that has been attuned to the effects of perceived risks to mobile or online shopping motivations. The mobile shopping motivations of Ilocano buyers are efficient to use, easy and convenient to use, and the sense of enjoyment when shopping online. The relationship between product risk and mobile shopping motivation is established in this research. Implications were also discussed.
Understanding, Acceptance, and Perception of the Vision, Mission, Goals, and Objectives of the Northwestern University College of Business Education Stakeholders Eric S Parilla; Marc Edward Abadilla; Glory Domingo; Jayson Tan
Education Policy and Development Vol. 1 No. 1 (2023): Education Policy and Development
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/epd.v1i1.1291

Abstract

This research focuses on how various parties view and comprehend Northwestern University's Vision, Mission, Goals, and Objectives (VMGO) and whether they are aligned with them. Specifically, the study examines the stakeholders' awareness, acceptance, understanding, congruence, clarity, and perception. Stakeholders consisted of the students, faculty and staff, alumni, and industry partners. The research used structural equation modeling to find the links between awareness, acceptance, and understanding, congruency and clarity and perception. The study's findings were that the three variables relate to each other; however, the personal profile of the respondents only affected the awareness, acceptance, and understanding variables. This indicates that, for example, the age of the stakeholder, the older the stakeholder, the more he is aware of and comprehends the VMGO of the University. Moreover, this study recommends that the Institution continues to think of ways how to let its stakeholders comprehend the VMGO of the University.
Measuring the Effectiveness of Online and Face-to-Face Classes Using the Community of Inquiry Framework Eric S Parilla
Education Policy and Development Vol. 2 No. 1 (2024): Education Policy and Development
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/epd.v2i1.1869

Abstract

The research study aims to measure and compare the effectiveness of face-to-face and online classes in the context of the Community of Inquiry Framework consisting of cognitive presence, social presence and instructional presence. It uses mixed methods of research design, and the participants are faculty members and students of different universities and colleges all over the Philippines. The importance of this research study is it assessed the effectiveness of online and face-to-face classes using the Community of Inquiry framework.  Results showed that in all aspects of the Community of Inquiry Framework, the assessments of both modalities are highly effective. However, comparing the two modalities, FtF classes outweighed the online classes in all aspects. The 7 focus group discussions also yielded the same results, where students also identified 4 themes of advantages of the FtF modality which are; (1) Personal Interaction; (2) Real-Time Feedback; (3) Personalized Instruction; and (4) Reduced Distractions.
The Mediating Effects of Self-Concept in the Relationship of Brand Image and Purchasing Buying Behavior Eric S Parilla; Marc Edward Abadilla
International Journal of Marketing and Digital Creative Vol. 1 No. 1 (2023): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v1i1.1274

Abstract

This study aims to determine the effect of brand image on purchasing buying behavior. It proposes self-concept as a mediating variable and answers how brand image affects purchasing behavior. The study has implications for marketing management, such as for advertisers who intend to measure how to promote skincare products for men. The original contribution of this study lies within its questionnaire that has been attuned to the effects of brand image on purchasing behavior. To answer the research questions, this study used structural equation modeling. The output revealed a mediating effect of self-concept in the association between brand image and purchasing behavior.
What Keeps Filipinos Watching? The Role of Trust and Content Quality in Netflix Satisfaction Eric S Parilla; Marc Edward Abadilla
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3447

Abstract

The study investigates the impact of perceived trustworthiness and content quality on customer satisfaction within the OTT streaming service sector, specifically among Netflix subscribers in the Philippines. Using an entirely quantitative research approach, data were collected from a heterogeneous group of Filipino Netflix users, after which PLS-SEM was employed to analyze the strength and direction of relationships among key constructs. Dimensions such as reliability of services, data security, and authenticity were specified under perceived trustworthiness, while content quality dealt with variables including the number of options, cultural affinity, and high-quality productions. The findings indicate that consumer satisfaction is positively and significantly influenced by perceived trustworthiness and content quality. Indeed, trustworthiness stood out as a strong indicator of loyalty, implying that users develop an attachment to a service through secure and reliable service delivery. That content with a recognizable identity supports subscriber retention, keeping them interested in using the platform in the long run. Such findings extend the existing literature on OTT service adoption and retention by highlighting the need for a certain level of technical credibility and content value in emerging markets. In practical terms, it follows that OTT providers, such as Netflix, should adopt a mix of culturally aligned content strategies and transparent data practices to remain competitively viable. Whilst geographically angled towards the Philippines, its conceptual framework presents a replicable model for application in cross-cultural and international contexts. The study emphasizes the global significance of trust and content excellence in delivering an enhanced streaming experience within the rapidly expanding digital entertainment ecosystem worldwide.
From Campus to Career: A Qualitative Exploration of Graduate Employability and Workforce Readiness in Ilocos Norte Eric S Parilla; Jocelyn Evangelista
Advanced Qualitative Research Vol. 3 No. 1 (2025): Advanced Qualitative Research
Publisher : RSF Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/aqr.v3i1.2818

Abstract

Fresh graduates in Ilocos Norte face substantial impediments while moving from school into the profession, a struggle often rooted in what may be called the epistemological drift of education and industry. An agricultural manager said that a lack of soft-skills training among graduates, especially concerning communication, adaptability, and professionalism, constitutes a major issue in any general setting. Some graduates also have issues with traits or practical experiences peculiar to the industry, as most internship programs are unproductive in developing more contact time and experience in actual working conditions. The gap between the curriculum and industry demands is widening by preparing students inadequately for employment in high-demand sectors such as renewable energy, digital literacy, and environmental planning. Attrition at the graduate level remains a problem in this area because qualified individuals are embarking on outsourcing or mobility toward urban workplaces for higher salaries and more job prospects, thus making the local workforce even more scarce. Addressing such challenges would require better cooperation among educational institutions, industry, and local governments to ensure that programs meet employers' needs. Employers emphasized that micro-credentialing, competency-based training, and structured internships are apparitions to teach students how to teach themselves technical and workplace readiness skills. Career centers should serve as channels for accumulating and providing career advice and relevant professional development workshops to enhance employability. The community would have to revisit compensation schemes and progress in career development to reduce worker flight. The industry-implemented education reforms continued soft-skills training, and the strengthening of academia-industry partnerships will highly impact the likelihood of employability possibilities and the readiness of graduates for the workforce. This summation of strategies can thereafter put Ilocos Norte in a position to develop itself into a locality that hosts the formation of a highly skilled workforce that remains within the local region while supporting sustainable economic growth. Ultimately, the bridging of skill gaps to ensure that fresh graduates transition meaningfully from education to employment remain competitive in the job market, grow their skills in line with industrial demands, and address the ever-evolving requirements of industries.
Filipino Cultural Values and Social Entrepreneurship Intention Among Gen Z Learners Eric S Parilla; Richard Mariano; Venus Empuerto
Journal of Social Entrepreneurship Theory and Practice Vol. 5 No. 1 (2026): January - July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v5i1.3850

Abstract

The study basically checked for the association between Cultural values of the Filipino and Social Entrepreneurship Intention among Generation Z learners, such as bayanihan and pakikipagkapwa–tao, with prosocial motivation acting as an intervening variable. The Quantitative Correlational study has imparted primary data collected by 910 Filipino Gen Z learners across Luzon, Visayas, and Mindanao using a Structured Survey and non-probability purposive sampling methods. Data was analyzed using Jamovi on descriptive statistics, regression analysis, and mediation analysis. Results indicate that the Formulation of cultural orientation and prosocial motivation was high, but possibly corresponding to social entrepreneurship intention. Both bayanihan and pakikipagkapwa–tao together significantly predict social entrepreneurship intention, according to the regression results, with the two ideologies collectively explaining 51.9% of its variance. According to the mediation analysis results, prosocial motivation significantly mediates the relationship between cultural indicators and entrepreneurial intentions, thereby underscoring its role in linking the two. The study adds to the body of knowledge by establishing a link between Filipino indigenous values and psychological mechanisms for discussing reasons to guide the youth in socially responsible enterprises. It therefore suggests that culture-rooted prosocial orientations are likely to outweigh other drivers of intention to engage in social entrepreneurship among Gen Z learners.
Co-Authors Glory Domingo Jayson Tan Jocelyn Evangelista Marc Edward Abadilla Marc Edward Abadilla Marc Edward M Abadilla Richard Mariano Venus Empuerto