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Chapter 1
INTRODUCTION
Background of the Study
In 21st century, due to the invention and continuous advancement of modern
technology and internet, e commerce was formed or known as the online shop which
change the way entrepreneurs run their business around the World (Adnan, 2014).
Online shopping was invented which allow the consumers to buy goods or services
immediately through web browsing.. It evolves the traditional analogy of purchasing
items (Harmonious, 2015). The consumers are patronizing online shopping because
they find it easy to use, time saving, low cost, fast delivery, and lastly, it is more
convenient (Yurok et. al 2011).
Moreover, the growth of e commerce business or online shopping is increasing
every year especially those technologically developed country (Ariff et al., 2013).
India and Philippines used online shopping in the past centuries. Online shopping was
experience in India with an increasing number every year and creates rapid rate of
sales in companies. There we’re 108 million consumers indulged by the year of 2017
and anticipated to increase 7 fold by 2019 (Pathak, 2015). Unfortunately, according to
the data of the research team 73% of Indian shoppers faced challenges while shopping
online such as poor quality, delay delivery, delivery charge, receive wrong product,
receive damaged product, color variation and quantity difference (Sivanesan, 2017).
In addition, online shopping business is now sweeping the world today even
our country has no exception. According to Statista, Online Shopping Philippines, on
2019 there are 48.7 million online shoppers and it is expected to increase into 54.7
million users of online shopping by 2024. According to the study entitled “Common
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problems faced by customers while shopping online” despite the million Filipino
online shoppers, not all of them are satisfied and has a positive experience. They had
encountered several problems such as quality issues, delivery and logistics, digital
payment failures, additional charges, unclear return and guarantee policies and lack of
security (Mittal, 2017).
Davao City business owners boost sales in online shopping. The sellers are
gaining success after connecting up with the Internet for the promotion of their
product and sales as what the Department of Trade and Industry reported. It was listed
by the DTI that about 248 micro – small businesses with under 3 Million Pesos that
experienced a big boost on sales by adopting online selling as a marketing strategy
(Cayon, 2018). In Davao City, online shopping was became popular but the National
Bureau of Investigation advised the customers to be more cautious in purchasing
different products and services online as they had received many complaints since
2018 in terms of security. Several customers are victims of online scam. There we’re
15% to 20% complainants followed to take actions. The victims had experience
received a product that are no longer working and they are not able to receive the item
after paying it (Sun star Publishing Incorporation).
Several studies reported the increasing number of online shopping every year.
However, to recognize the significant factors that merely influence the purchasing
behavior of the students toward online shopping remain to be accomplished through
this study. This research can contribute to the government to have a strengthen policy
regarding online shopping and to the community by giving them awareness and
information about which of the several factors of online shopping deeply influence
them to purchase as well as the things they need to perceive and consider.
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Purpose of the Study
This study was conducted to determine which of the several factors of online
shopping influence the purchasing behavior of the consumer specifically the students
despite of the problems they can face throughout the transaction.
Statement of the Problem
This study aimed to determine the different factors of online shopping that
influence the purchasing behavior of the students in Panabo City Senior High School
for the school year 2019 – 2020. The independent variable of this study are the
different factors of online shopping accompanied by the dependent variable which is
the purchasing behavior of the students in Panabo City Senior High School.
Specifically this study seeks to answer the following questions:
1. What is the demographic profile of the respondents in terms of gender?
2. What are the extent of the different factors of online shopping:
2.1 Usefulness of online shopping
2.2 Best online supplier of product
2.3 Appealing website design
2.4 Trustworthiness
3. What are the extent of purchasing behavior of students in Panabo City Senior
High School:
3.1 Saving customer’s time
3.2 Fair prices
3.3 Solve customer’s problem
3.4 Motivating customer
4. Is there a significant relationship between factors influencing online shopping
and purchasing behavior?
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Hypothesis
The null hypothesis of this study was tested at the level of significance
of α = 0.05:
Ho1. There is no significant relationship between factors of online shopping
that influence the purchasing behavior of senior high school students.
Theoretical Framework
Consumer Behavior Theory
According to the theory of consumer behavior, purchasing product and
services has five stages, which consist of Need Recognition, Information Search,
Evaluation of Alternatives, Purchase, and Post Purchase Behavior (Kotler and
Armstrong, 2011). In acquiring information of product the customers likely required
multimedia advertising, or the other people which can causes waste of money.
However, only the customers itself can be able to relate in their purchasing
experiences. In terms of acquiring information about the product, the customers we’re
likely to agree that online shopping is more convenient because the descriptions are
already impose by the use of internet medium that can be used in making decision
compared to contemporary purchase method but there is no difference between
habitual and online shopping process (Liu, 2008). Online shopping process starts with
purchasing motivation, which formed by the effects from both internal which is the
former customer and external which is website design and influential friend
stimulations (Fagerstrøm et al, 2011).Second, rational clients will filter the effective
information to achieve transaction which consider customers as proactive. The third
stage is comparison and selection which turns the customer into more cautious in the
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credit of online stores, the price of goods, and feedbacks from others because it is just
a virtual transaction (Teo, 2002). Fourth stage is the purchasing decision can be made
through comparing and analyzing products, creating the sense of trust and security for
virtual store owners and payment. Lastly, the after-sale assessment which is the
process of comparing the received product with the description of goods that store
provided and afterwards evaluate the store and give their feedbacks which can also
help potential customers (Van et al, 3, 2003).
Utility Theory
Utility theory views that customers were “rational economic man”(Zinkhan,
1992). It supports the Consumer Behavior Theory as it also considers a wide range of
factors that persuades consumers, and recognizes a wide range consumptions
activities a far purchasing. The activity normally includes; need recognition,
information search, and evaluation of alternatives, the building of purchase intention,
and the act of purchasing, consumption and finally disposal. It shows that consumer
behaviour has different stages through embracing several new studies. This changes
has been continuous until 1950’s in which consumer behavior has responded to the
formation and growth of modern marketing to include the more complete range of
activities that impact upon the consumer behavior (Blackwell, et al. 2001).
Shopping Continuum Theory
This theory was created by Eun Jung Choi based on the Cognitive Continuum
Theory 1998. This theory views the consumers’ shopping choice in an online
shopping context. It explains how people make their decisions related to online
shopping choice as they interact with shopping environments cognitively and
affectively. This theory views online shopping into three tasks such as the goaloriented shopping task (buy) experiential-oriented shopping task (website) and
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search-oriented shopping task (search). People are likely to anchor their shopping
choices based on their shopping tasks. This theory views that consumers assign
importance weights and values (utilities) to products and/or retailers’ attributes for
which information is available at the decision time and then they combine these
weights and values according to their own rules (adding, averaging, or eliminating) in
order to have evaluations for the final decision.
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Conceptual Framework
Dependent Variable
Independent Variable

Factors Influencing Online

Purchasing Behavior of Students in
Shopping
Panabo City Senior High School
 Usefulness
 Saving customer’s time
 Best online supplier
 Fair prices
 Website design
 Solve customers’ problem
 Trustworthiness
Significance of the Study
 Motivating customer
Figure 1. The Schematic Diagram of Online Shopping and Purchasing
Behavior of the students in Panabo City Senior High School.
D
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Significance of the study
This study focuses on the factors of online shopping that influences purchasing
behavior of students in Panabo City Senior High School. The data gathered from this
study would benefit the following individuals:
Online Shoppers – This study would help the online shoppers to become more
productive customer when they know the factors that deeply influence their
purchasing behaviour. Through this study, they would be more aware and could
articulate standards in purchasing online.
Online Sellers - This study would help the online sellers to know how the online
shopping influence the consumer as well as their purchasing behaviour. In this way,
they can formulate a better strategic method in persuading the customers and selling
the product. This study would also enable them to develop their policies and
performances as a seller.
Government – This study could make the government implement policies that could
strengthen the security of the customers and online sellers. They will realize that they
should critically examine the seller and undergone process as well as the product
before allowing them to sell online.
Future Researchers – The future researchers could obtain additional ideas and
knowledge that could help them to have a broad understanding about this study which
could lead into improvement and reliability.
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Definition of Terms
Online Shopping – it is an action exchanging products and services by the use of
internet and technology.
Purchasing behavior – (Support) it is the customer’s preference and decision when
purchasing a product or services. It can also be the behaviour of the customers in the
marketplace.
Panabo City Senior High School - only standalone Senior High School in Panabo
City. The school building is a newly created building since 2017.
Usefulness – less hassle and convenient usage.
Best online supplier – offers cheaper price, good quality products and broad
assortment of products. Lastly, a trustworthy seller.
Website design – it encompasses several different aspects, including webpage layout,
content production, important descriptions about the product and graphic design. The
customer will efficiently find the information and can develop understanding in an
easy and quick manner.
Trustworthiness – the quality of being reliable, dependable and worthy of
confidence.
Saving customer’s time – a store which is accessible including fast system, fast
delivery and easily located.
Fair prices - a store that offers selling price that is fair to both parties considering
quality, performance, supply situation, delivery time, and payment options.
Solve customers’ problem – a store that offers a product that can satisfy and meet
the wants and needs of customers and taking feedbacks and concerns as the way to
improve products and services.
Motivating customer – a store that offers promotional strategies such as discounts,
buy one get one, and free rebates and gifts.
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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
Nowadays, due to the rapid development of the internet, Electronic Commerce
(EC) or commonly known as “Online Shopping” is the new consumption mode
arouses. There has been a move towards online shopping because of the different
online factors including convenience, ease of use, low cost, time-saving, there are
various products and brands to choose without any hassle. Everybody is now using
this type of bazaar. This portion of the study will show the related literature about the
different factors that influence the purchasing behavior of the Panabo City Senior
High School students. It offers the best substance for understanding the idea for this
study.
According to Baidu (2013) in his book entitled “Online Shopping Behavior”
the main force of e-commerce in the world is still the United States of America and
other developed countries. Meanwhile, China’s e-commerce is persistently expanding
and increasing as the progress of the global main force. China’s online shopping 2013
survey of the China Internet Network Information (CINI) showed that China’s
population of the online shoppers reached 302 million from the last year’s growth of
about 59.87 million, and from 24.5% (2006) rate for the internet utilization, it
increases up to 48.9% (2013), which shows that the e-commerce market of Chinahas
still part for progression. Online shopping refers to the purchasing process in which
customer’s demand for shopping satisfactionis through the internet (He, 2004).
The environmental factor is one of the factors that influence customers. The
critical element that affects online shopping customer’s purchasing behavior is the
price. This proves that the clients are more particular to the price especially in
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purchasing online or searching products and services and the competitive price is the
critical component to stimulate customers to purchase on the internet. Time-saving
and convenient are the reasons f comparing the prices in buying online, since it can be
completely attained without going outside or any difficulty (Reibstein, 2002).
Web design, a type of commercial design, gives an important role in online
shopping (Liu, 2000). The way to search for products easily which also saves time for
online transactions is a good quality of a website. On the other hand, the factors of
website design such as the complete information, the ornament, and the whole
function of the site could help and affect customer’s decisions and increase sales
(Douban, 2014). Websites that have convenient information and custom-made content
are more likely to stay and browse by the customer. Therefore, the meaning of
background, convenience and, effectiveness of surfing influence customer online
shopping behavior (Spiller et al, 1997).
Female students are more likely to buy goods online when compared to male
students (Vaidehi, 2014). This clearly shows that the aspects like shopping online
save time, less price for the availability of the product, promotions, ease in drives and
encourage the students to buy online. However, both of the respondents, male and
female, chose to purchase goods online and they were more appealed to buy apparel,
electronic goods, and books. The significant influence on student loyalty concerning
online shopping is satisfaction, trust, and commitment (Pratminingsih et al.2013).
There was a strong relationship between students’ attitude and intentions
towards shopping online for apparel products. There are demographic variables that
have a significant influence on student’s attitude towards online shopping are internet
usage, employment status, and car access for the apparel products (Xu et.al 2005).
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The study conducted in Finland and the US, it was revealed there we’re many
e-commerce users consist of both males and females in Finland and the USA. A
gizmo that is used to subsidize and to help the buying method is the internet.
Regardless of the growth in both genders, it is known that Finnish women have more
desires to use and to have wanted with the internet for data search and evaluation than
men do. Otherwise, Finnish women also showed a higher frequency in online
purchase decisions and post-purchase behavior. There’s evidence in the US that is
contrariwise to Finland, wherein both males and females use the internet, which
revealed that there was no unlikeness between their orientation in online shopping
(Comegys, 2006).
As per the study conducted in the US e-commerce system enables the
customers to shop any time of the day, the ability to compare competitive prices,
secure site, a broad assortment of merchandise, and privacy which is also the most
important reason for purchasing merchandise virtually (Lester et al. 2005).
A study by Seock and Bailey (2008), the college students of two eastern US
universities presented that participants’ shopping orientations were significantly
related to their searches for information about and purchases of apparel items online.
Shopping
enjoyment,
brand/fashion
consciousness,
shopping
confidence,
convenience/time consciousness brand/fashion consciousness, price consciousness,
in-home shopping tendency and brand/store loyalty are the seven shopping
orientation. Teenagers now a days are more capable of the online products because
they were more likely to agree that online shopping was more convenient. Lastly, if
they searched for product online, younge rconsumers we’re more likely to buy than
older ones.
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The study of college students conducted in Taiwan on “Initial trust and online
buyer behavior” in Taiwan, usefulness, perceived security, perceived privacy,
perceived good reputation, and willingnesss to customize are found that these are the
important antecedents to online initial trust. Both online initial trust and familiarity
with online purchasing have a positive impact on customer’s decision and to patronize
online shopping (Chen, 2007).
The results of the study done in US by Dillon and Harry (2004), indicates that
younger ones with a history of e-commerce purchasing experience have a more
positive attitude towards online buying than do adults without e-commerce purchasing
experience. In the same result of other expertise, online shopping purchasing
experience serves as a righteous predictor of future e-commerce product purchasers.
According to the study of Indah Safitri in Yogyakarta, (2018) the price of the
product is divided into three dimensions: fair price, fixed price, and relative price. Fair
price refers to the adjustment of a price that offers a combination of quality and
appropriate services at a reasonable price (Kotler et.al 2016). Brand image is
important because it is the mediator between the price and consumer’s decision and
also it influences consumers’ purchasing behaviors. Currently, the development of the
fashion industry has led to the addition of aesthetic elements for each item. It denotes
the higher the value of an item, the higher the public judgment upon the buyer. For
this reason, imate branded products (i.e.,“replicas”) like bags, shoes, clothes, and
other products, are found in everyday life. Due to the rising popularity of such
products among women and even among men, many local producers thus began to
produce counterfeit goods that look almost the same as the original manufacturers'
branded products. People nowadays, there are tend to buy or choose imitations
product of famous brand rather than the original one. In addition, price is an important
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element for the customers are willing to associate price with product level denotes as
perceived high price reflects high quality and vice versa. Consumers are very
sensitive when it comes to deciding what benefits them most from buying products or
services they pay for.
The difficulties encountered by the customers must bring to action by letting
the product or service to work and function. As returned for the enough budget the
customers have paid, the product or service should be serve as an alternative means to
achieve the intention of customers. The product should bring wonderful experience
such as easy to use, obtain slimy design and more durable. The product or services
and how it is promoted and functioned should meet the expected standard of
customers. There should be suitability with other products the customer is already
using (Breschi, 2019).
According to Kabu Khadka & Soniya Maharjan (2017) one of the important
aspects to guarantee the customer's engrossment is the competing market must supply
efficient and productive products. Moreover, if the satisfaction of the customer was
gained, then thier loyalty will surely come along. The most important topics required
to meet or exceed the satisfaction of the customers is by the means of its outside
appearance specifically the quality, how it functions, sales performance, reliability
and customer's support.As sellers meet the expectation and satisfaction of the
customers, a tendency of buying more may get. Furthermore, one way to guarantee
customers is to connect with them through network which expresses their concerns on
how their experiences goes on. Hence, customers will buy frequent times than usual
and can be potential customers in the future.
Price discount induces purchase acceleration, spending more and stockpiling
0among customers. Therefore, price discounts play significant roles in influencing
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consumers’ purchase trial behavior and increase short term sale. Promotion technique
of “buy-one-get-one-free” is one of the types of bonus packs in which an additional
products were offered but with the same price but are in an enhace package. Through
this, the eagerness to pursuade customers to buy prouduct is high as well as it is more
valuable perceived by them (Salvi, 2013).
In recent years, promotions on sales have become inevitable component of
consumer advertising. The most effective technique and latter in the past in marketing
was advertising, it is used to get the target customers to encourage their purchasing
decision. However, today, sellers put more accents to sales advertising and are slowly
shifting away from the conventional methods of advertising towards sales promotion.
Competing market has done different kinds of price-oriented promotions such as
coupons, rebates, discounts on price just to increase sales and market share, encourage
trial, and encourage brand switching. Also, consumers prefer promotions and are
always looking to reap benefits from some form of promotion. The key element for
marketing campaigns is promotions on sales. It gives enticement for customers in
order to stimulate greater and higher profit easily. Moreover, one of the necessity yet
more precise element of marketing mix is the price as it produces profitable income in
marketing. Globally, every market considered price for its contribution at which
buyers and sellers have consensus. Giving price discounts is a common latter in which
organizations used to do to succeed in every product trial and repeat purchases by new
and current customers. Price promotions usually provide consumers with monetary
savings on specific products (Shrestha, 2015).
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Chapter 3
METHODOLOGY
In this chapter, the methods and procedures used in the study are presented. It
consists research design, research locale/environment, research respondents, research
instruments, data gathering procedures and ethics, lastly the data Analysis.
Research Design
This study utilized the descriptive correlation which designed to clarify the
status of identified variables like events, people or subject as they exist. This method
is supposed to estimate the extent to which different variables are related to one
another within the target population (Walinga et.al, 2014). It determines the link
among two or more variables and sought to research the extent which one or more
relationship may exist among natural phenomena. It involves using survey
questionnaire to generalize the results of the survey to the target population.
This design was utilized because it totally fits within the conducted study
because the researchers intended to explain the relationship between factors of online
shopping and purchasing behavior of the students in Panabo City Senior High School
which incorporates Academic and Technological Vocational Livelihood Track (TVL)
offered by the school as well as the extent of the two variables.
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Research Locale/Environment
This study was conducted at Panabo City Senior High School (PCSHS)
located at Barangay New Visayas, Panabo City near at Barangay Hall of New
Visayas. This school is considered as the only standalone Senior High School in
Panabo City. The school building is a newly created since 2017. Students are
distributed in 25 classroom and 39 teaching personnel that teaches different
specialization. Classes in Panabo City Senior High School (PCSHS) both Grade 11
and 12 includes five section of Accountancy Business Management(ABM), thirteen
section of Humanities and Social Science (HUMSS), eight section of Technical
Vocational Livelihood Track, and one section of General Academic Strand(GAS)
Panabo City Senior High School caters both Academic Track and Technical
Vocational
Livelihood
Track except for Science Technology Engineering
Mathematics (STEM).
Respondents
The respondents of the study were the selected Grade 11 and Grade 12 Senior
High School Students of Panabo City Senior High School under the three different
strands of Academic Track namely: General Academic Stand (GAS), Humanities and
Social Studies (HUMSS) Strand and Accountancy, Business and Management (ABM)
Strand. Also, under the Technical Vocational track namely: Information and
Communication Technology (ICT), and Electrical Installation Maintenance (EIM).
Non Probability Purposive Sampling was utilized in selecting the participants as the
researchers had a standards and criteria in choosing them to be one of the respondents.
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The conducted study has Two Hundred Sixteen (216) Respondents.
Accountancy Business Management (ABM) has Two Hundred Forty Two (242)
Students and Twenty Seven Percent (27%) or Sixty Five (65) of them are Online
Shoppers. Humanities and Social Science (HUMSS) has Six Hundred Sixty (660)
Students and Eighteen Percent (18%) or One Hundred Twenty (120) of them are also
Online Shoppers. General Academic Strand (GAS) has Forty Eight (48) students and
Six Percent (6%) or Three (3) of them are Online Shoppers. Lastly the Technical
Vocational Livelihood Track has Three Hundred Nineteen (319) students and Nine
Percent (9%) or Twenty Eight (28) of them are Online Shoppers. To sum it all,
PCSHS has One Thousand Two Hundred Sixty Nine (1,269) students and Seventeen
Percent (17%) or Two Hundred Sixteen (216) of the population are Online Shoppers
and became part of the respondents.
Research Instrument
The researchers used the Survey Standard Questionnaire as Research
Instrument of the conducted study which was being adopted from the study entitled
“A quantitative study supported the web shopping behavior of generation Y in respect
to the cultural influences” (Boervinkel,2016) and “Factors which influence the
Buying Behaviors of Customers” (Asamoah, 2012).
The Survey Standard Questionnaire has Forty Seven (47) items and divided
into three parts. Part one deals with the non-public data of the respondents, part two
deals with various factors of online shopping which influence the students which
consist Thirty Four (34) items, and also the last part deals with the purchasing
behavior of the respondents as customer or consumer has Thirteen (13) items. This
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Survey Questionnaire was validated by the Three Professional Teachers
in Panabo City senior high school. Also, the questionnaires had undergone the method
of pilot testing to fifty (50) students in Panabo City senior high school who we’re
excluded in the study. The results of Cronbach Alpha for both independent and
variable quantities were 0.86. The Cronbach Alpha result shows that the said
questionnaires are reliable. Revision and modifications were made to work out the
appropriateness of the questionnaire. It was also being polished and refined.
The set of questionnaires was structured using Likert Scale with a five —
point response scale to be easily answered by the respondents. The subsequent scales
are (5) strongly agree, (4) agree, (3) neutral, (2) disagree and (1) strongly disagree.
Likert Scale for the Extent of Online Shopping and Purchasing Behavior
of Panabo City Senior High Schoo
Scale
Range Means
Description
Interpretation
5
4.20 – 4.99
Strongly
Agree /
Always
4
3.40 – 4.19
Agree / Often
3
2.60 – 3.39
Neutral /
Sometimes
2
1.80 – 2.59
Disagree /
Rarely
1
1.00 – 1.79
Strongly
This means that online shopping and
purchasing behavior of the students has
a very great extent.
This means that online shopping and
purchasing behavior of the students has
great extent.
This means that online shopping and
purchasing behavior of the students has
moderately extent.
This means that online shopping and
purchasing behavior of the students has
some extent.
This means that online shopping and
purchasing behavior of the students has
small extent.
Disagree /
Never
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Data Gathering Procedure
The researchers conducted the study at Panabo City Senior High School
located at Barangay New Visayas Panabo City. In conducting this study, first the
researchers asked permission to the principal of the school as well as the adviser of
each section to conduct the study secured by the researcher to the selected students of
Panabo City Senior High School to personally distribute the Survey Questionnaire.
After 10-15 minutes, the questionnaires were systematically collected by the
researchers. After the collection of questionnaires from the respondents, the results
were classified, tabulated and were subjected to statistical analysis /tools using by the
statistician hired by the researcher to do the statistical treatment of data. Results of the
statistical analysis were interpreted by the researcher. Hypothesis we’re tested at a
0.05 level of significance in accordance with the custom in doing educational
research.
Ethical Consideration
The word of appreciation was spoken after the researchers collected the
questioner. The researchers ensured that their identity additionally as their response
with various questions within the survey questionnaire will remain confidential.
Researchers also assured that they're willing to be a part of the said study.
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Data Analysis
Data were gathered using questionnaires about Online Shopping and
Purchasing Behavior of students coming from Senior High Students of Panabo City
Senior High School. Survey questionnaires were used in this study which define as a
research instrument consisting of sequence of questions and other prompts for the
purpose of gathering information from respondents often intended for statistical
analysis of the responses, and was analyzed in terms of their: weighted mean and
Correlation Analysis. (Mckee,2013).
A weighted mean is a kind of average. Instead of each data point contributing
equally to the final mean, some data points contribute more “weight” than others.
Weighted means are very common in statistics, especially when studying the
populations and in measuring the extent of each variables (Glen, 2017). On the one
hand, the correlation analysis is a method of statistical evaluation used to study the
strength of a relationship between two numerically measured and continuous
variables. If correlation is found between two variables it means that when there is a
systematic change in one variable, there is also a systematic change in the other. If
there is correlation found, depending upon the numerical values measured, this can be
either positive or negative (Elsevier, 2016). This type of analysis was utilized by the
researcher as it wants to establish if there are possible connections between variables.
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Chapter 4
RESULTS AND DISCUSSION
This chapter presented the results and discussion of the study. It comprises of
Table 1. Demographic Profile Panabo City Senior High School students in terms of
Gender, Table 2. Levels in the different factors influencing online shopping, Table 3.
Test of relationship between factors influencing online shopping and purchasing
behaviour of Panabo City Senior High School.
The tables were interpreted and discussed individually based on the
purchasing behavior towards online shopping among Panabo City Senior High School
students in terms of usefulness of online shopping, best online supplier of product,
appealing website design, risk avoidance, trustworthiness, saving customer’s time,
fair prices, solve customer’s problem, and motivating customer.
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Table 1. Demographic Profile Panabo City Senior High School students.
Gender
Number
Percentage
Male
58
26.85%
Female
158
73.15%
216
100%
Gender
Total
Table 1 summarized the distribution of Senior High School students of Panabo
City Senior High School in terms of gender (male or female) who are considered to be
the participants of the study.
Demographic Profile by Gender
There were two hundred sixteen (216) students which consist of fifty-eight
(58) male students who participated in the study which comprise of twenty-six point
eighty five percent (26.85%) of the total number of the respondents while one
hundred fifty-eight (158) female students who participated in the study which
constituted of seventy three point fifteen percent (73.15%) of the total respondents.
This clearly showed that the number of female is higher than the number of males.
As per discussion, the result indicates that in Panabo City Senior High School, the
female students shop more in online than males.
This was being supported by the study done in India by Usha Vaidehi (2014),
it was revealed that female students are more interested in purchasing goods online
when compared to male students. In Finland, women tend to recognize more needs
online and use the internet for information search and evaluation more than men.
Finnish women also showed a higher frequency in online purchase decisions and post
purchase behavior.
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Table 2. Extent of Online Shopping
Indicators
Mean
Description
Usefulness of Online Shopping
3.58
Great
Best online supplier of product
3.95
Great
Appealing website design
3.74
Great
Trustworthiness
4.00
Great
Overall Mean
3.81
Great
Table 2 summarized the statistical result of the extent of different factors of
online shopping which revealed an overall mean of 3.81 which means it has a great
extent.
Usefulness of Online Shopping
Usefulness of online shopping got the lowest computed mean among all the
factors of online shopping. It obtain a mean of 3.58 and has great extent. This implies
that due to the convenience and updated information regarding products, the students
are persuaded to shop online.
This outcome is supported by the study of Spiller (1997) which states that
websites that have convenient information and custom-made content are more likely
to stay and browse by the customer. Therefore, the meaning of background,
convenience and, effectiveness of surfing influence customer online shopping
behaviour. This study was being supported by the study done in India by Usha
Vaidehi (2014), it was revealed that the aspects like shopping online save time, less
price for the availability of the product, promotions, ease in drives and encourage the
students to buy online.
Best Online Supplier of Product
Best online supplier of product obtained a computed mean of 3.95 and has
great extent. It indicates that the students’ purchased product online are based on the
25
supplier that they considered as their bet online supplier that offers a cheaper price,
fast and best delivery and they had positive experience.
This was supported by the study conducted in US by Lester (2005) states the
that study conducted in the US e-commerce system enables the customers to shop any
time of the day, the ability to compare competitive prices, secure site, a broad
assortment of merchandise, and privacy which is also the most important reason for
purchasing merchandise virtually. According to the study conducted in US by Xu and
Paulins (2005) results showed that there was a strong relationship between students’
attitude and intention towards shopping online for apparel products.
The results also supported by the study done in US by Dillon and Harry (2004)
indicates that younger ones with positive e commerce experience
have a more
positive attitude towards online buying than than adults without e-commerce
purchasing experience. Therefore, the experiences of the customers in past purchase
will serves as a good predictor of future e-commerce commodity purchases.
Appealing Website Design
The Appealing website design obtaining a computed mean of 3.74 and has
great extent. It implies that appealing website design, updated web and more
information about the product are important to catch the attention of the students in
buying online.
Web design, a type of commercial design, gives an important role in online
shopping (Liu, 2000). A high quality website not only has a formidable function of
product search, but also to reduce the time for network shopping. On the other hand,
the factors of website design such as the complete information, the ornament, and the
26
whole function of the site could help and affect customer’s decisions and increase
sales (Douban, 2014).
Trustworthiness
The table shows clearly that the indicator Trustworthiness got the highest
computed mean 4.00 and has great extent. The great extent could be credited to the
evaluation given by the respondent’s answer to all indicator. This means that secured
and safeness of online shopping influence the students very well. It implies that the
students convinced to shop online due to its trustworthiness.
This result was being supported by the study of Chen and Barnes (2007), in
their study of college students conducted in Taiwan on “Initial trust and online buyer
behavior” in Taiwan, usefulness, perceived security, perceived privacy, perceived
good reputation, and willingness to customize are found that these are the important
antecedents to online initial trust.. Both online initial trust and familiarity with online
purchasing have a positive impact on customer’s decision and to patronize online
shopping. The significant influence on student loyalty concerning online shopping is
satisfaction, trust, and commitment (Pratminingsih, 2013).
27
Table 3. Extent sources in purchasing behavior of students in Panabo City
Senior High School.
Indicators
Mean
Description
Saving customers time
3.99
Great
Fair prices
4.10
Great
Solve customer’s problem
4.17
Great
Motivating customer
4.16
Great
Total
4.10
Great
Table 3 summarized the statistical result of the extent in purchasing behavior
which revealed an overall mean of 4.10 which means it has a great extent.
Saving customer’s time
Saving customer’s time. The overall mean of saving customer’s time was
computed and yielded to 3.99 and has great extent. This indicated that senior high
school students wants to buy in a store wherein there is fast transaction, easily located,
it spend less time and they felt closest to them.
This result was supported by the study of Yurok on (2011) which states that
the customers are patronizing virtual marketing it is because they find it easy to use
time saving, low cost, fast delivery and more convenient. Supported by the study of
Seock and Bailey (2008) states that one of the seven orientation in purchasing is the
convenience/time consciousness. In addition, younger consumers searched for more
products online than did older consumers for this reason, younger consumers were
more likely to agree that online shopping was more convenient than older consumers.
Fair Prices
Fair prices. The overall mean of fair prices was computed and yielded up to
4.1 and has great extent. This indicates that the students usually purchase to a store
28
that offers affordable products. For instance, low prices for low quality and higher
price for high quality products. It also implies that the seller in Panabo City needs to
be informed about fair prices and make them realize how crucial price elements in
purchasing decision of the customers.
This result was supported by Reibstein (2002) states that the critical element
that affects online shopping customer’s purchasing behavior is the price.. In
comparison with products’ situation in the real store, the variety of merchandises and
the prices of goods that online shopping provided are more attractive for the
consumers generally.
According to the study of Indah Safitri in Yogyakarta, Indonesia (2018) the
price of the product is divided into three dimensions: fair price, fixed price, and
relative price. Fair price refers to the adjustment of a price that offers a combination
of quality and appropriate services at a reasonable price (Kotler, 2016). In addition,
brand image variables are also considered as mediators between price and consumer’s
purchasing decision and are viewed as important factors affecting the latter. Brand
image is important because it influences consumers’ purchasing behaviors. In this
context, the higher the value of an item, the higher the public judgment upon the
buyer. Nowadays, many consumers even choose imitation products of famous brands
over the original ones. Consumers tend to associate price with product level, that is, a
perceived high price reflects high quality and vice versa. This proved that consumers
are very rational when it comes to judging what benefits they wish to get from buying
products or services they pay for.
Solve customer’s problem
Solve customer’s problem. The overall mean of solve customer’s problem was
computed and yielded up to 4.17 and has great extent. This indicated a store that can
29
meet the needs of the customers is one of the factor that influence the senior high
school student. For instance, as a part of a 21st century generation, majority of them
wants to buy a trendy goods, and more convenient goods which can result into
satisfaction and loyalty. It also implies that the seller should be more innovative and
determined to be a key in customer’s problem and offers a product or services that can
satisfy them.
This result was being anchored by the study of Allie Breschi (2019) which
stated the different customer needs. The difficulties encountered by the customers
must bring to action by letting the product or service to work and function. As
returned for the enough budget the customers have paid, the product or service should
be serve as an alternative means to achieve the intention of customers. The product
should bring wonderful experience such as easy to use, obtain slimy design and more
durable. The product or services and how it is promoted and functioned should meet
the expected standard of customers. There should be suitability with other products
the customer is already using.
This study is also supported by the study of Kabu Khadka &Soniya Maharjan
(2017) one of the important aspects to guarantee the customer's engrossment is the
competing market must supply efficient and productive products. Moreover, if the
satisfaction of the customer was gained, then their loyalty will surely come along. The
most important topics required to meet or exceed the satisfaction of the customers is
by the means of its outside appearance specifically the quality, how it functions, sales
performance, reliability and customer's support. As sellers meet the expectation and
satisfaction of the customers, a tendency of buying more may get. Furthermore, one
way to guarantee customers is to connect with them through network which expresses
30
their concerns on how their experiences goes on. Hence, customers will buy frequent
times than usual and can be potential customers in the future.
Motivating Customer
Motivating customer. The overall mean of motivating customer was computed
and yielded up to 4.16 and has great extent. This indicated that the discounts, coupons
and other promotions can also influence the students to purchase in a store.
This result is being anchored by the study of Priti Salvi (2013) which states
that price discount creates accelerate on sales among customers. Hence, price
discounts has a important role in motivating the customer to purchase. Promotion
technique of “buy-one-get-one-free” is one of the types of bonus packs in which an
additional products were offered but with the same price but are in an enhance
package. Through this, the eagerness to persuade customers to buy product is high as
well as it is more valuable perceived by them.
This study is being supported by the study of Ajan Shrestha (2015) which
states that in recent years, promotions on sales have become inevitable component of
consumer advertising. The most effective technique and latter in the past in marketing
was advertising, it is used to get the target customers to encourage their purchasing
decision. However, today, sellers put more accents to sales advertising and are slowly
shifting away from the conventional methods of advertising towards sales promotion.
Competing market has done different kinds of price-oriented promotions such as
31
coupons, rebates, discounts on price just to increase sales and market share, encourage
trial, and encourage brand switching. Also, consumers prefer promotions and are
always looking to reap benefits from some form of promotion. The key element for
marketing campaigns is promotions on sales. It gives enticement for customers in
order to stimulate greater and higher profit easily.
All of the following purchasing behavior mentioned above, solving customer’s
problem got the highest mean score computed and yielded up to 4.10. This signifies
that the respondents shop in the store where can give sympathy and can satisfy their
different needs and wants.
32
Table 4. The relationship between factors of online shopping and purchasing
behavior of the students.
Variable
Factors of
online
shopping
Purchasing
Behavior
Mean
Pearson R
3.81
Extent
Relationship
Df
P - value
Decision α = 0.05
level
High
Significant (reject
null hypothesis)
4.12
High
0.65
213
0.00
Table 4 summarizes the relationship between factors of online shopping and
purchasing behavior of the students with a p - value of 0.00063875 and r – value of
0.654310253.
The primary goal of this study is to identify the relationship between factors of
online shopping and purchasing behavior of the students in Panabo City Senior High
School. Results of the computation are being shown in the Table 4 above.
The r-value was computed to be 0.654310253 which indicate that the two
variables has a moderate positive substantial relationship. It means that as one
variable increases the other one also increases. The overall P-value was 0.00063875.
The P-value was less than the 0.05 level of significance which means that the null
hypothesis was rejected and alternate hypothesis was being accepted which states that
there is significant relationship between Factors of Online Shopping and Purchasing
Behavior of the students in Panabo City Senior High School. Therefore, if the one
variable has systematic change, the other variable also change.It implies that as the
factors of online shopping strengthen, it can motivate, encourage and influence the
students to purchase and patronize online shopping.
33
Chapter 5
CONCLUSION AND RECOMMENDATIONS
This chapter shows the findings, conclusions and recommendations of the
study.
This research study examined the extent of different factors of online shopping
in terms of: usefulness of online shopping, best online supplier of product, appealing
website design, risk avoidance, trustworthiness, and also the extent of purchasing
behavior of the Panabo City Senior High School students in terms of: saving
customer’s time, fair prices, solve customer’s problem, and motivating customer.
Also, this study investigated the relationship between factors of online shopping and
purchasing behavior of the students. The research design that was used on the study is
quantitave-descriptive correlation which engage the describing the status of an
identified variables such as events, people or subjects as they exist. A survey
questionnaire consist a total of 43 questions investigated the extent of the different
factors of online shopping and extent in purchasing behavior was employed to gather
data from Senior High School students from different strand, track and sections of
Panabo City Senior High School (PCSHS).
Findings
The findings of the study are as follows:
The findings revealed that the overall population of the respondents whom to
be chosen as the respondents of the study were consist of 212 students. In terms of
Gender, males consist of 58 students and have a smaller number of population. The
34
findings showed that the students in Panabo City Senior High School, in the different
factors of online shopping it obtain great extent with regard to usefulness of online
shoping, best online supplier of product, appealing website design, and
trustworthiness. The students responded that that they prefer to purchase to those
seller who saves customer’s time, grant fair prices, solves customer’s problem and
those seller who motivates customer as the results showed great extent of indicators
from purchasing behavior. The result revealed that there is a moderately slight
positive correlation between two variables. Furthermore, there is a significant
relationship between factors of online shopping and purchasing behavior among the
students in Panabo City Senior High School.
Conclusion
The following conclusion are presented based on the findings of the study:
The female students in Panabo City Senior High shops more online that male.
In addition, Panabo City Senior High School students have great extent in the factors
of online shopping in terms of; usefulness of online shopping, the best online supplier
of product, appealing website design and trustworthiness. Specifically, the indicator
trustworthiness got the highest mean of 4.00 followed by Best Online Supplier,
Appealing Website Design and the lowest mean is the Usefulness of online shopping,
these results are from the answers of both male and female respondents. This signify
that the students prefer to purchase online because it is secured, sell updated product,
cheaper price, less hassle and more convenient than shopping through a physical
market. The findings also showed that the students also got a great extent in
purchasing behavior in terms of saving customers time, fair prices, solve customer’s
35
problem and motivating customer. This clearly implies that the Students of Panabo
City Senior High School tend to shop in a online store which offers price that worth to
its quality, less hassle in terms of transaction and can give them solution to their
problem or a key to attain their goal. A seller that can offers them a product which is
durable but affordable and practical yet ideal. The two variable has obtain a great
extent. Moreover, the factors of online shopping and purchasing behavior has a
significant relationship. Therefore, as the factors of online shopping strengthen it can
motivate, encourage and influence the students to purchase and patronize online
shopping. The two variables depend from each other based on the findings and
statistical results of the researchers.
Recommendations
Based on the findings and conclusions, the following recommendations are as
follows:
Every consumer including the students should lso consider the convenient
usage of online shopping and updated description regarding the product. On the other
hand, they must ensure that the seller is legit through feedbacks and reviews to have a
secured and trusted transaction.
Every online seller should must improve the products they are offering as
well as their policies and transactions to gain customer's trust, satisfaction and loyalty
as exchange of their good services. When the satisfaction and loyalty are earned, there
is a possibility that they will purchase frequently and recommend your business to
other potential customers. As a seller, continue to improve services, policies, system
and products to have effective, efficient and successful business.
36
The government should asses this kind of business by examining the sellers
and their products to develop a policies that could strengthen the security of both
sellers and customers which pave the way for safe exchange of goods and services.
For future researchers, should include more factors of online shopping and
identify other purchasing behavior aside from indicated in the study. They must also
include different categories of respondents to represent different classes or groups of
consumers.
37
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40
Chapter 6
APPENDICES
Appendix A: Research Locale
41
Appendix B: Survey Sheet
42
43
44
Appendix C: Validation Sheet
45
D. Letters to Validation
46
E. Permission Letters
47
48
Appendix F: Statistical Result
49
Table 1. Level of different factors influencing online shopping of Panabo City
Senior High School
Factors Influencing Online Shopping
of Panabo City Senior High School
Level of
Mean
Factors
3.46
High
3.53
High
3.61
High
3.45
High
3.80
High
6. The higher the variety of products available online helps 3.53
High
Students
Statement on Usefulness of Online Shopping
1. Shopping online is more time efficient than retail
shopping.
2. Online shopping is more comfortable because I can
buy products wherever I want.
3. Online shopping is more convenient because it take my
time to compare products.
4. Shopping online is cheaper compared to retail
shopping.
5. It is more convenient to shop online without having to
go outside.
me to find the right product, better than in retail stores.
Overall mean on Usefulness of Online Shopping
3.53
High
1. I search for cheaper online supplier.
3.61
High
2. I search for the most appealing online supplier.
4.02
High
3. I search for the most trust worth online supplier.
4.42
Very High
4. I compare online shops with the same products for the
4.11
High
3.91
High
3.75
High
4.00
High
Statement on Best Online Supplier of Product
best delivery conditions.
5. I prefer buying from an online supplier I have positive
Experience with than searching for better conditions.
6. I spend a lot of time comparing the same product on
different online supplier.
Overall mean on best online supplier of product
50
Statement on Importance of an Appealing Website Design
1. An appealing online shop design is important for my
3.70
High
3.91
High
3.64
High
3.82
High
3.79
High
4.25
Very High
3.55
High
3.89
High
4.23
Very High
3.86
High
Overall mean o trustworthiness of online shopping 3.98
High
purchase decision.
2. High quality product pictures on an online shop are
Important to me.
3. I am less likely to buy on an online shop which looks
out dated.
4. I avoid online shop which look messy.
Overall mean on Importance of an appealing
website design
Statement on Trustworthiness of Online Shopping
1. Detailed product information on an online shop are
important for the trustworthiness.
2. An online shop with an out dated wed design is less
trustworthy.
3. Detailed information about the payment and the
conditions make an online shop trustworthy.
4. Positive customer reviews makes an online shop more
trustworthy.
5. I would buy products quicker on an online shop which
I know than buying from a cheaper online shop I do not
know.
Table 2. The Level of Sources in Purchasing Behavior of Students in Panabo
City Senior High School
51
Purchasing Behavior of Students in
Panabo City Senior High School
Level of
Mean
Purchasing
Behavior
Statement on Saving Customer’s Time
1. I buy mostly from the shop which is closest
3.91
High
4.13
High
4.13
High
4.00
High
4.00
High
4.00
High
4.12
High
4.11
High
4.18
High
4.10
High
4.32
Very High
4.19
High
4.16
High
to me.
2. I buy mostly from the shop which is located
Where transportation is easier.
3. I buy mostly from the shop where the needed
Items can be easily located.
4. I buy mostly from the shop where I spend less
Time in my transaction.
Overall mean on Saving Customer’s Time
Statement on Fair Prices
1. I buy mostly from the shop which offers fair
price.
2. I buy mostly from the shop which offers fair
prices (low prices for low quality and high
prices for high quality).
Overall mean on fair prices
Statement on Solve Customer’s Problem
1. I buy mostly from the shop where attendants
are experts in the area of business.
2. I buy mostly from the shop which offers
additional services for free.
3. I buy mostly from the shop which sells current
and fashionable or trendy goods.
Overall mean on solve customer’s problem
Statement on Motivating Customers
1. I buy mostly from the shop where offers regular
52
sales promotion.
2. I buy mostly from the shop which has the best
4.34
Very High
4.25
Very High
Rewards for loyal customers.
Overall mean on motivating customers
53
Curriculum Vitae
Name: Diel Joy Geraldo
Address: Prk. Cogon 4, J.P. Laurel, Panabo City
Contact #: 09714892301
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
Gredu Elementary School
Brgy. Gredu Panabo City
54
Name: Ariel Jan Vincent C. Grado
Address: Prk 4 Brgy, Salvacion, Panabo City
Contact #:
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
San Vicente Elementary School
Brgy. San Vicente Panabo City
55
Name: Arjay A. Macarine
Address: Prk. 4 Brgy. Quezon Panabo City
Contact #: 09278180927
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Quezon National High School
Brgy. Quezon, Panabo City
2013-2014: Elementary Education
Cabili Elementary School
56
Name: Gerald Khein D. Nollora
Address: Prk. Cogon 4, J.P. Laurel, Panabo City
Contact #: 09563654616
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
Glecerio L. Dondoy Elementary School
Brgy. Cagangohan Panabo City
57
Name: Ann Jelly S. Lagare
Address: Niceville Subdivision Panabo City
Contact #: 09485929686
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
Rizal Elemetary School
Brgy. San Francisco Panabo City
58
Name: Janah O. Sumile
Address: Crystal Plains Subd. Brgy. Gredu, Panabo City
Contact #: 09365309671
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
Dona Nenita R. Floirendo Elementary School
Brgy. New Pandan Panabo City
59
Name: Ashley G. Vineda
Address: Prk. 4 Urban Plasabas DENR, Salvacion Panabo City
Contact #: 09300047949
Status: Single
ACADEMIC HISTORY
2018-2019: Secondary School Senior High School
Panabo City Senior High School
Brgy. New Visayas Panabo City
2017-2018: Secondary Education Junior High School
Panabo National High School
Brgy. Gredu Panabo City
2013-2014: Elementary Education
Salvacion Elementary School
Brgy. Salvacion Panabo City