WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
E-commerce: Digital Marketing and its Convenience to the Day-to-Day Life of
Students in Senior High School
A Research Paper Presented to
The College of Education - Integrated Laboratory School
West Visayas State University
La Paz, Iloilo City
In Partial Fulfilment of the Requirements
for the course Research and Capstone Project
2nd Semester, School Year 2022-2023
by:
Jerry S. Cordero Jr.
Paolo Angelo B. Garganera
Elijah Uriel I. Gerardo
Viktor Aleksander C. Labrador
TJ Nathan D. Santillan
2023
WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
TABLE OF CONTENTS
1 INTRODUCTION
Background of the Study
1
Statement of the Problem
4
Significance of the Study
5
Definition of Terms
6
2 REVIEW OF RELATED LITERATURE
The Different Types of E-Commerce
9
Benefits of Online Shopping
11
The Increase of Consumers Usage in Online Markets
13
Impact of E-Commerce and Online Shopping
16
on Students
E-Commerce Development in the Philippines
18
3 METHODOLOGY
Research Design
21
Research Locale
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
The Informants
24
Data Sources
25
Data Gathering
26
Interview Guide
27
Data Analysis
31
4 RESULTS AND DISCUSSION
36
5 CONCLUSIONS, IMPLICATIONS, and
45
RECOMMENDATIONS
6 REFERENCES
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
CHAPTER 1
INTRODUCTION
This chapter has six parts: (1) Background of the Study, (2) Statement of the Problem,
(3) Significance of the Study, and (4) Definition of terms.
Part One, Background of the Study, justifies the need to conduct the study and
discusses the importance of selecting the problem.
Part Two, Statement of the Problem, describes the purpose of the study.
Part Three, Significance of the Study, specifies the benefits that may be obtained or
derived from the findings.
Part Four, Definition of Terms, presents the conceptual and operational definitions of
important words used in this study.
Background of the Study
The current world differs significantly from the world of just a few years ago. This was
brought upon by several changes that shaped and molded society throughout the years. One of
the most significant changes has come in the way of the pandemic. It is no question that the
COVID-19 pandemic has pushed everyone to a place full of unknowns, an uncharted territory
that had left many people anxious. In response to the global crisis, governments and health
organizations have responded to the outbreak by implementing a number of measures to
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
mitigate the spread of the virus, including the widespread use of face masks, social segregation,
and the development and distribution of vaccines. (WHO, 2021).
Not only that but several other alternatives were also created and formulated to address
the issue at hand. These alternatives have affected various sectors of society, whether it may
be in the form of people's education, livelihood, and even their day-to-day interaction. The
economic sector, specifically, how individuals negotiate and purchase goods have also been
sustained by these said alternatives. This has come in the way of the rise of e-commerce during
these times.
E-commerce, or electronic commerce, is defined as the usage of telecommunication
networks to sovereign business transactions and workflow (Jamsheer, 2019). To further
elaborate, Taher (2021) states that e-commerce is the ability to utilize computers, gadgets, the
internet, etc. to trade, buy, sell, and give different types of products and amenities such as
food, clothes, building materials, data, information, etc. Consumers, businesses, suppliers, and
the like can now procure businesses without the constraints presented in physical stores via ecommerce. Electronic commerce has paved new opportunities for business organizations to
strive and gain more opportunities. In fact, according to Abbas et al. (2021), businesses are
given the chance to further strengthen and advance their current market position by offering
affordable, more efficient distribution sequence for their goods and/or services. As E-commerce
manifests within the spaces of the digital world, these enterprises and other markets have
lesser expenses compared to traditional commerce. It reduces operating costs through the
elimination of physical storefronts and improved supply chain management (Garg & Verma,
2018). E-commerce businesses will no longer pay for maintenance and operating expenses.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
With all of that said, e-commerce also provides many advantages, especially to the
common citizen or consumer. An example of this advantage is the convenience it provides to
the individual. E-commerce is a 24/7 type of business that is convenient for a lot of people who
do not have a lot of time to shop at a retail store. It also makes comparing prices and products
relatively easier and provides the consumer with the ability to shop from practically any location
in the world (Taher, 2021). That is why, when the COVID-19 pandemic hit, a significant portion
of not only the Philippine populace but also the global population turned to e-commerce.
But e-commerce did not gain popularity during the pandemic alone. Even before 2019,
the digital mode of purchasing and selling has been on an uprising trend. Business-to-business
e-commerce on a global scale reached $7.7 trillion in 2017, growing by 7.1% annually since
2013. The largest part of B2B e-business belongs to Asian-Pacific countries with 80% (UNCTAD,
2018), further signifying the impact it has influenced on in the Philippine culture. Furthermore,
the State of Retailing Online 2020 report by Digital Commerce 360 found that U.S. e-commerce
sales increased by 44% in 2020, due to the COVID-19 pandemic and the shift towards online
shopping (Digital Commerce 360, 2020). Not only businesses, but the youth as well also used
E-commerce as a result of its rising popularity. In fact, according to a survey by Pew Research
Center (2021), 81% of Americans aged 18-29 have made a purchase online, compared to 72%
of those aged 30-49, and 67% of those aged 50-64. Another factor for the increase in ecommerce usage is the expansion of educational resources and materials (Singh & Singh,
2019). Furthermore, another study by Shopify (2021) supports this trend. In the same study, it
stated that 67% of Gen Z and millennial consumers prefer to shop online rather than in-store.
Students may now purchase textbooks and study materials online, usually for less money than
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
at traditional brick-and-mortar stores. Due to this, more students now have access to and can
afford higher education (Boden & Clark, 2018).
Ultimately, e-commerce has revolutionized the retail sector, but little is known about
how it will impact students and their convenience. While it is obvious that e-commerce has
improved accessibility and convenience for consumers (Chaffey & Smith, 2017), it is still not
apparent how these advantages apply to the student population, specifically, the senior high
school student population of the West Visayas State University Integrated Laboratory School in
Iloilo City. However, little is known about the precise elements, including the accessibility of
learning tools and materials that facilitate e-commerce for students. It is crucial to comprehend
how e-commerce affects learners because it may assist educators, the students themselves,
and also the decision-makers in creating strategies and regulations that guarantee that students
have access to the tools they need to succeed. As a result, this specific gap in knowledge is
what the researchers raised with the intent of finding hopeful results.
Statement of the Problem
With the rise of e-commerce in Iloilo and the increase of consumers, especially students
that are influenced by digital marketing, the researchers aimed to determine and analyze the
convenience of digital marketing to the day-to-day life of senior high school students of West
Visayas State University Integrated Laboratory School. In addition to that, this research seeks
how digital marketing of e-commerce affects the convenience lifestyle of senior high school
students.
Specifically, it sought to answer the following research questions:
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
1. As a consumer, which digital marketing strategies do senior high school students
recognize as the most effective?
2. How has digital marketing influenced consumer behavior of senior high school students
regarding online shopping?
3. How do the accessibility and availability of food and online shopping delivery services
impact the growth of e-commerce in Iloilo, specifically the senior high school students?
Significance of the Study
The results obtained in this study would be beneficial to high school students, parents,
future researchers, and e-commerce businesses.
High school students. As they are the main focus of our study, this will benefit the
high school students who are currently using these e-commerce and digital marketing-related
applications or sites, especially those who are incorporating this in their lives. This will also
serve as an insight for those who do not use such aforementioned applications.
Teen youth. As high school students focus on this research study, it is understandable
that they are the ones that could benefit from this research. The results can help the youth
manage their time and find out the reasons as to why they spend much time on online
shopping. They can be certain of the causes and learn to manage their time well, and learn to
save time by prioritizing on what to browse and buy online.
Parents. Through this study the parents can learn the behaviors of their children
through online platforms, specifically on e-commerce and digital marketing applications. They
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
can further develop their relationship with their children as they understand them through the
time they spend online in the depths of using these applications through their devices.
Future researchers. Researchers interested in e-commerce and digital marketing
among students may find this study useful as it provides subjective description and opinions
from high school students about their habits, knowledge, and experience.
E-commerce businesses. May it be small and large businesses or starting
entrepreneurs that revolve around the work of e-commerce can benefit from the results of this
study as it includes the behaviors and habits of the participants regarding the use of similar
platforms. These companies can take note of what drives people to engage in e-commerce
applications and use the results as a strategy to help improve their businesses and tactics on
attracting the masses of different age groups.
Definition of Terms
In order to avoid any misapprehension and for better understanding and clarity on the
study, the following key terms were defined conceptually and operationally.
E-commerce. According to Chai (2020), E-commerce or short for electronic commerce
is the buying and selling of goods and services, or transmitting funds or data, over an electronic
network. It is also defined as commercial transactions conducted electronically on the internet
(Oxford Languages, n.d.).
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
In this study, E-commerce is focused centrally on online applications that the students
use in purchasing with convenience. It is defined as the distribution of goods and services
through online selling platforms used by consumers to buy and sell.
Online shopping. Online shopping is defined as the process of purchasing goods
directly from a seller without any intermediary, or it can be referred to as the activity of buying
and selling goods over the internet. Online shopping provide the customer with a variety of
products and services, wherein customers can compare them with deals of other intermediaries
and choose from among the goods/products or services with the best deals (Sivanesan, 2017).
In this study, online shopping is almost similar from its operational definition above. It is
making use of an online network, such as the internet, to search and browse for products sold
online. It can also include transactions that are conducted online in the means of purchasing
something.
Platforms. A social platform is a web-based technology that enables the development,
deployment and management of social media solutions and services (technopedia, 2017).
According to Oxford Languages (n.d.), platforms is a standard for the hardware of a computer
system, determining what kinds of software it can run.
In this study, platform is defined specifically as software applications or websites used
and run for social media related functions. In this sense, this term is made use in relation to ecommerce platforms in which these are platforms utilized in purchasing related transactions
online.
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Digital marketing. Digital marketing, also called online marketing, refers to all
marketing efforts that occur on the internet, in other words, it is any form of online marketing
(Alexander, 2022). According to Desai (2019), digital marketing is the marketing of products or
services using digital technologies, mainly on the Internet. It also includes mobile phones,
display advertising, and any other digital medium of the like that can be accessed through
screens and the web. To be precise, it encompasses all marketing efforts that use an electronic
device or the internet.
In this study, digital marketing uses electronic media by the marketers and promoters to
advertise their products or services into the market and the target people, to which in this study
are the high school students. Digital marketing is a method of promoting and conducting
transactions through the internet, social media, search engines, display advertising, and
purchasing applications, in which examples of such applications in this study are: Food panda,
Shopee, Lazada, G-cash and more.
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
CHAPTER 2
REVIEW OF RELATED LITERATURE
The Different Types of E-Commerce
There are various types of E-Commerce that exist right now, and the researchers deem
it to be wise to elaborate each one of them. According to a study by Gupta (2014), there are 5
main types of E-Commerce and these are the following: Business-to-business (B2B), Businessto-consumer (B2C), Business-to-government (B2G), Consumer-to-consumer (C2C), and Mobile
commerce (m-commerce).
Business-to-business e-commerce is the most common type of e-commerce right now,
with over 80% of all e-commerce types attributed to this type of e-commerce, the relationship
type of this e-commerce deals with transactions between different businesses. The study states
that business-to-business e-commerce is built upon two primary components, which are the Efrastracture and the E-market. The E-frastracture consists of 6 main components and its
foundation is built, which are: 1) Logistics - the transportation and distribution of goods; 2)
Application Service Providers - the central facility that hosts, deploys, and manages software; 3)
outsourcing of providers and functions in the processing of E-commerce transactions; 4)
Software for Auctions that track real-time auctions and how to manage it on the Internet; 5)
Content Management Software as to manage the main website in which the
operates at; and
E-commerce
6) Web-based Commerce Enablers (Hussain & Prasad, 2011).
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Another crucial aspect of business-to-business e-commerce is E-Markets, which refers to
a website in which buyers and sellers interact with each other to conduct transactions.
The second type of E-Commerce is Business-to-consumer e-commerce, this type of ecommerce is when businesses do transactions between themselves and a consumer. This
involves consumers purchasing physical goods (e.g. food, supplies, objects of hobby, etc.) or
digital goods (e.g. a digital music album, e-books, etc.). This type of e-commerce is also costeffective for firms because it reduces the cost of a physical distribution network. With countries
that have growing Internet accessibility, delivering goods to consumers become way more
feasible and convenient. There are 3 paths of how Manufacturers get their products to
consumers,
these
are
Manufacturer-Distributor-Retailer-Customer,
Consumer, and Manufacturer-Consumer.
Manufacturer-Retailer-
The 3rd type of E-commerce is business-to-
government e-commerce, which is where transactions occur between companies and the public
sector. This refers to the use of the Internet to operate public procurement, licensing
procedures, and other government-related activities. This type of e-commerce has two distinct
characteristics, first, the public sector/the government assumes the leading role in establishing
the e-commerce, and second, it is assumed that the public sector has the obligation of making
the procurement system more effective and efficient. Web-based transactions are more
transparent, however the size of the business-to-government is still small and insignificant to
the e-commerce market due to the lack of effective systems in the government.
The 4th type of e-commerce is consumer-to-consumer e-commerce, this is where
transactions occur between two or more individuals, with no company or corporation is
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
involved. This type of e-commerce is attributed to the growth of electronic selling through
electronic marketplaces. A subgroup of this type of e-commerce is the consumer-to-business
(C2B) e-commerce, this is where consumers can sell their goods and products to companies or
corporations, basically acting as suppliers. The scope of how large the consumer-to-consumer
e-commerce market is still relatively unknown, however, it can be assumed that it is very large
due to the C2C figures pulled in by C2C sites such as eBay and Amazon.
The 5th type of e-commerce is mobile commerce (m-commerce), this is where
transactions are being done with wireless technology such as mobile phones and personal
digital assistants (PDAs). Japan is the leading country in the global scene of m-commerce.
There is a real possibility in the future that m-commerce will overtake wireline e-commerce due
to the increasing amount of people having more mobile phones. This is especially true in the
Asia-Pacific region, where there are generally more mobile phone users than internet users.
Benefits of Online Shopping
It is no surprise that online shopping has been in a recent boom lately, a statistic from
STATISTA (2022) has shown the growth on the number of internet users worldwide. In only 17
years, that number has grown from 1.023 billion users worldwide to 5.3 billion users worldwide,
a 500% growth rate in that span of time. Such growth would justify an increase in the number
of individuals who are interested in online shopping.
Online shopping offers numerous advantages to the general public, as demonstrated in
Jain’s (2022) article that outlines various ways in which online shopping can benefit its users.
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
The five examples from Jain’s (2022) article are as follows: first is convenience, users of online
shopping can simply just buy their desired item from the comfort of their own homes without
having to travel to purchase goods. The second advantage is there are no crowds, resulting in
fewer people that bothers and consequently reduce stress levels. Third advantage of online
shopping is that there are generally better prices for goods in the online marketplace when
compared to real-life shopping. Fourth, online shopping allows customers to look for more
varieties of items such as clothes, shoes, etc., and when compared to real-life shopping there
are definitely a dozen more varieties of products. And fifth, online shopping eliminates the
pressure to purchase unwanted items as there are no sales clerk to persuade the customer into
buying unnecessary products. Balauch (2022) also stated the advantage of online shopping is
that it provides access to more detailed information about the product the customer is
interested in and can suggest as well other products of similar quality.
Another article by Smith (2022) has stated more examples of underrated advantages of
online shopping, the first of which is that it makes buying covert/private items such as lingerie,
adult toys, etc. much easier for the purchasers because it may be very embarrassing to a lot of
people to purchase such items in a store/boutique. Another underrated advantage of online
shopping is that there is no need to rush in buying items since there are no closing hours and
simply put the items in the “shopping cart” part of the online shopping application. Additionally,
giving items as gifts to relatives, friends, loved ones, etc. has become easier, especially if the
person is far away from their loved ones, because of global shipping. One more advantage is
the flexibility of payment for online shopping, since it can be paid with cash upon delivery,
credit card, BitCoin, or any other virtual currency that is currently on the internet. Bonus
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
advantages is that there are virtual receipts for the product and can mitigate scams because it
can refunded when it is reported to the website. Time is managed when one is making online
purchases since you they have to travel to buy their desired item compared to real-life shopping
since real-life shopping entails travel time and there may be traffic or delays.
In short, online shopping has multiple advantages such as it being quick, easy, relatively
inexpensive, and stress-free. There are fewer obstacles in the way when making purchases and
minimize the chance of making unwanted purchases. Additionally, products are in variety and
payment options is flexible.
The Increase of Consumers Usage in Online Markets
In this modern world, the continuous rise of technology is inevitable as its scope and
influence have widened over the years. One aspect is the rise of online shopping which also has
different classifications ranging from foods to clothing and many more. The global effects of the
COVID-19 pandemic has brought a huge impact on e-commerce as people were inclined to
avoid in-person contact that resulted in the growth of online markets. Mason et al. (2021)
suggests that with the recent healthcare concerns of the public, it forced society to limit its
physical interaction and introduce practices such as social distancing which made social media a
new avenue for marketing tools. From early 2020 up to 2021, strict lockdowns were
implemented all around the world leading to the increase in the influence of Online Food
Delivery (OFD). Here in the Asia Pacific region, it extended by 65%, and by 2023 the projected
market size of OFD will sum up to 154.34 billion U.S dollars from 107.44 billion U.S dollars back
in 2019 (Statista, 2021). Before the pandemic, majority of urban regions still has not fully
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
accepted the concept of OFD. The considerable economic and personal disruptions are likely
permanently transform society’s attitude and behavior towards digital purchases, bringing an
end to decades of traditional practices as noted by Poon & Tung (2022).
COVID-19 has revised how the world works in various aspects and introduced a ‘new
normal’ much different from our traditional way of life. It is also the most significant factor
which led to the rapid change in how businesses function resulting in people adapting at a swift
rate. There are also other factors that influenced the rise of online market usage such as
‘Convenience’ since it allows people to shop and find what they want in the comfort of their
own couch since technology offers a wide variety of products that they can swipe and search
through their gadgets. It lessens the physical labor of going from store to store. Using shopping
applications usually comes with benefits and privileges regarding purchasing the products, such
benefits are utilizing online currency, discounts, and other items or ways that act as a factor
that will convince the person to become a valuable and regular customer.
Today's technological advancements enable personalized convenience for customers, as
their behavior and activities can be tracked to show the items that match their interests. This
saves time by eliminating the need to swipe through unwanted items, as seen in applications
such as Shopee where the most viewed items are presented first. Transaction Convenience
gives customers an easy way of payment through the use of automated scan portals, online
banking, and many more which offers efficient time usage that allows the customers to limit the
physical money they need to bring when going out which is a safer way of shopping (Dekimpe
et al., 2019). Online transaction allows for discretion, which is an advantage to people who feel
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
uncomfortable in public places and prefer to keep personal information private. By avoiding inperson transactions, individuals can maintain privacy and eliminate the exposure of personal
information to others. Boice (2021) mentions lower prices and wide product options are the
other reasons why people engage in the digital marketing business as it gives out more flexible
and affordable commodities which is a great bargain as well as expanding one's decision
process. However, one must note that given all the advancements of the modern world there
are still lapses especially in the online aspect that not all needs can be addressed as well as
everything is available. More pieces need to be added or completed.
The same can be said here in the Philippines as stated by Agency Lokal (n.d) that by the
year 2025 developments could rise up to four times higher. In 2020, the Philippines' digital
economy rose by 55% which in the coming years will hypothetically become half of the
country’s GDP. Usage of online markets resulted in an annual growth rate of +42.5% according
to the latest statistics with 38.88 million products purchased by Filipinos amounting to 3.55
billion U.S dollars. Among the most visited purchasing applications are Lazada and Shopee
where each sum up to 30.9 million and 29.1 million transactions, respectively. The Philippines is
among the promising countries undergoing incredible growth, especially in e-commerce among
Southeast Asian countries which in an article by LOCAD (n.d) currently has the second largest
number of users with over 73 million active. This allows a presumption that the Philippines is on
a trajectory of positive growth and outcomes in the coming years with regards to e-commerce.
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Impact of E-commerce and Online Shopping on Students
It is no surprise that the students and the youth, in general, have been more engaged
and active on social media and on the internet. A study by ITU (2020) has shown that in 2020,
71% of the world’s population used the internet and that number is growing daily. When one
keeps using the internet, one explores and discovers a lot of things, and one of those
discoveries may very well be the existence of E-Commerce.
Students may have various reasons why they use E-Commerce. A study by
Tamizhkumaran et al. (2016) has shown the different reasons why students use E-Commerce.
The students felt that online shopping using phones was more convenient. The study
interviewed 120 students (N=120) and these were the most common reasons, 78.3% of them
used it for recharging their internet and data, 53.3% of them used it for booking tickets, 35%
of them used it for paying bills, 28.3% of them used it for online shopping, and 5.8% of them
used it for sending money to their loved ones. A study by Nursikuwagus et. al (2019) has
shown some of the impacts of E-Commerce on students. The study stated that E-commerce is a
fast, safe, and reliable way for students to make transactions so that is a trusted product for
students. E-commerce can also be a learning experience for students in their business
endeavors and open opportunities. Another impact of E-commerce is that it can be a way for
students to produce extra income without interference with their “answers”.
The internet is composed of a broad range of aspects, some of which are not yet fully
understood, particularly in terms of its negative consequences. If left unchecked this could be a
dangerous path for a person to confront and get away. In the data collected by Kuswanto et at.
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(2020) that aimed to determine Students’ Online Shopping Behavior 21% (83 out of 393) of the
surveyed students had an experience in online shopping, of those 83 students 57.8% of them
frequently buys 2 products per month on average, 30.2 % has more than two purchases, and
lastly only 12% of the respondents buys a single item per month. Concerning that this pace will
either increase or stays constant such habits could lead to bigger impacts in the long run.
Supported by the study of Zhang et al. (2019) which focuses on the addiction of college
students in regards to online shopping, according to the results there is a high addiction rate as
62.84% of the respondents were put in this classification and within this it was also determined
that most victims of these are girls since the market size has a huge difference between men
and women as they demand more products mainly beauty paraphernalia.
Online shopping has many uses especially for students as it continues to improve the
availability of most needs can now be reached, as of the present it has become a diverse and
flexible medium wherein people can find anything they need with one click. With the younger
users who tend to be more vulnerable to the marketing strategies of sellers, they may easily fall
and therefore develop mistrust, with this in mind it is therefore important to know how to
determine the facts from false and also be mindful of others’ actions in order to shield them
from the harmful effects of online shopping.
E-Commerce Development in the Philippines
It is no secret that the Philippines is growing in Internet users every day. A study by
STATISTA (2021) has shown that the Internet population of the Philippines is growing by the
millions each year, from 2019 to 2020 the Internet population of the Philippines has grown from
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ILOILO CITY
76.38 million to 79.66 million, a 3.28 million population increase in one year. Concerning this,
the e-commerce industry is indeed growing as well, and with a growing industry such as that, it
surely affect other industries and sectors in the Philippines.
A study conducted by Gabinete et al. (2022) has shown the effects and influence of ecommerce on the productivity of laborers in each major sector of the Philippines. How much ecommerce revenue is generated, and how much spending is done on technology within each
sector. With the Wholesale and Retail Sector (Sector 1) the E-commerce industry has a negative
relationship with the E-Commerce Revenue in that sector and the Technological spending in this
sector is also negative, meaning there is little to no spending on technology in this sector. The
reason for this is that there is an imbalance in the cost of marketing activities and labor
productivity. In addition to that, labor productivity in retail is based on the geographical
location, so even if they increased spending on technology if the area is not tech-savvy then
labor productivity will not increase. In the Accommodation and Food Services Sector (Sector 2),
the e-commerce industry shows a very positive relationship between the productivity of the
sector with the Revenue in E-Commerce and a weak positive relationship in the spending on
technology in that sector. The reason for this is due to the online bookings in the industry, with
better technology being introduced, the system has become more efficient. In the
Transportation and Storage Sector (Sector 3), e-commerce revenue is slightly positive due to
the necessity of transportation of purchased goods in the online market however Labor
Productivity is at a moderately negative relationship with technology, a reason for this is due to
the imbalance of investments in productivity and transportation. In the Manufacturing Sector
(Sector 4), it is shown in the study that there is a strong and positive relationship between the
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Revenue in E-Commerce and this sector, however, there is only a low positive relationship in
the Sectoral spending in Technology for this sector. Under the Educational Sector (Sector 5),
Labor Productivity and E-Commerce Revenue are at a moderate relationship. However, there is
a strong negative relationship between Labor Productivity and Technological Spending in this
sector. In the Arts, Entertainment, and Recreation sector (Sector 6) there is a moderate
negative relationship between the Labor Productivity of the sector and the E-commerce
Revenue, however, there is a moderate positive relationship between the Labor Productivity and
the Sectoral Spending. In the Business Process Management sector (Sector 7) there is a strong
negative relationship between Labor Productivity and E-commerce Revenue, additionally, the
sector’s Labor Productivity and Technological Spending depicts a weak positive relationship.
In conclusion, what this study represents is the relationship between labor productivity
in different industries, E-commerce revenue in different industries, and technological spending
in those different industries in the Philippines. A takeaway from this study is that E-Commerce is
not yet widely implemented in these sectors apart from Manufacturing Sector (Sector 6) and
the Accommodation and Food Services Sector (Sector 2), there are negative relationships
between the concept of E-commerce and other sectors. This means is that E-Commerce
development in the Philippines is still in its early stages and it would probably take a few more
years for the Philippines to catch up with the development of E-Commerce on a global scale.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
CHAPTER 3
RESEARCH DESIGN AND METHODOLOGY
Chapter 3 is divided into two parts: (1) Research Design, and (2) Methodology.
Part One, Research Design, describes the research design and identifies the
variables that were used in this study.
Part Two, Methodology, describes the participants involved in the study, the
instruments used, and the procedures employed in conducting the investigation.
Research Design
This study highlighted the use of phenomenological research in order to focus on the
experiences of Senior High School students in Iloilo with regards to digital marketing. A
qualitative research methodology known as "phenomenological research" tries to describe and
analyze people's experiences, perceptions, and meanings of a specific occurrence. It highlights
the value of the participants' individualized interpretations and subjective points of view. A key
component of phenomenological research, according to Creswell (2018), is "studying people's
lived experiences and expressing the substance of those experiences". In-depth interviews,
observations, and other methods are used by the researcher to collect rich data on the
participant's experiences. The data is then analyzed to find patterns, themes, and meanings. In
another research conducted by Moustakas (2018), phenomenology is "a way of seeing, a means
of comprehending the world, and a way of describing and interpreting experiences”. It
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
emphasizes the subjective interpretation of individuals and their perception of the world.
Specifically, the research will utilize Symbolic Interactionism as the approach in gathering data.
Symbolic interactionism, according to Carter & Fuller (2015), "rests on the foundation of the
human capacity to observe things, to be conscious of them, to identify them, and to symbolize
them". It highlights how crucial it is to comprehend how people make sense of and interpret
their social environment. In addition, it is a sociological viewpoint that focuses on how symbols
and meanings influence how people behave and interact, which is important in assessing the
human behaviour of Senior High School students in dealing with digital marketing.
This study aimed to uncover the effects of E-commerce on the People of Iloilo City,
specifically how digital marketing affects the convenience of the day-to-day life of Senior High
School students. Since phenomenological research is an effective method for examining
people's experiences and worldviews, it can provide a thorough grasp of the convenience of
Digital Marketing to the lives of Senior High school students from human behavior by focusing
on the subjective interpretation of experiences. Therefore, the use of phenomenological
research in order to perceive proper responses in an analytical and subjective way is the ideal
model for the researchers to use in this study.
Research Locale
The research is conducted at West Visayas State University. The research is specifically
conducted at New Academic Building, where the senior high school students of the Integrated
Laboratory School Senior High School students reside in attending their classes. These
Institutional grounds are often referred to as “West” by the locals and located at Luna Street,
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
La Paz, Iloilo City. One of its most easily recognized landmarks is in front of Iloilo National High
School, otherwise known as NASYO. West Visayas State University is a public normal, research
and co-educational higher education institution that accommodates different colleges, especially
nursing since WVSU is recognized as the "Home of Topnotchers," with a continuously high NLE
passing rate (Almonte, 2022).
As students from West Visayas State University (WVSU) live up to its “tradition of
excellence”, they have also adjusted to the modern ways of the society since the Covid-19
pandemic. Having access to digital study programs might help them gain important expertise in
their courses. Digital marketing is becoming a crucial component of contemporary enterprises
and is regarded as a practical means of reaching a larger audience. The researchers chose this
location because of the availability and convenience of the Senior High School students of
Integrated Laboratory School.
Learning about digital marketing may assist senior high school students get ready for a
career in the industry or offer them an advantage when applying to colleges or jobs. Students
can also use their understanding of digital marketing in their daily life by enhancing their online
presence, promoting their personal brands or enterprises, and updated with industry trends and
innovations. As a generation with the need of adequate comprehension of digital technology,
digital marketing can be easily recognized by Senior High School students from West Visayas
State University - Integrated Laboratory School.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Methodology
The Informants
As stated, this research primarily focused on senior high school students. Hence, the
participants of this study are 4 senior high school students of West Visayas State University –
Integrated Laboratory School that are chosen through purposive sampling. Specifically, there
are a total of 2 students in each grade levels (grade 11 and grade 12) at senior high school that
are chosen for this study. Purposive sampling is utilized in selecting the participants. The reason
is that the total population of the participants is small and specified enough for it all to be
included. In addition, purposive sampling is best suited as the researcher’s sampling method, as
it is a cost-effective sample selection method. Here, the researcher depends on their knowledge
to choose the best-fit participants for the systematic investigation. It helps the researchers save
time when they conduct the research and allows the researchers to gather qualitative
responses, which leads to better responses and precise research results. A letter has also been
sent to the office of the director of the Integrated Laboratory School for approval to conduct
this research on the students. It was also highlighted that before the survey, the consent to use
their responses and data collected shall be kept with utmost confidentiality to avoid any issue
with data privacy.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Inclusion Criteria
Upon investigation, the Senior High School students as mentioned earlier from West
Visayas State University – Integrated Laboratory School has accordingly met the criteria:
1.
Currently enrolled at West Visayas State University
2.
Is In senior high school, currently learning at Integrated Laboratory School
3.
Is familiar with applications called Gcash or PayPal (Online Money), Shoppee or Lazada
(Shopping Apps), and Foodpanda or Grab (Food Express Delivery)
4.
1 pair of men and women from each grade level that separately lives in an urban and
rural community.
Data Sources
The sources of data for qualitative research can come from many sources including
documentation, interviews, observation, audio-visual record, and physical artifacts (Creswell,
2012). Data from this research is gathered from the 4 Senior High School Students of West
Visayas State University - Integrated Laboratory School. For this subjective research, the main
source of data is the students’ responses from the deep interview which includes open-ended
questions. The supporting data is from other research and articles that can provide ample
information to provide support to the main data. The last data is viable for the researchers’
notes and insights to provide detailed information regarding the effects of digital marketing on
the convenience of Senior High School students.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Data Gathering
The research paper is purely qualitative in nature. Hence, the type of data collection
method this study utilized is interview. Specifically, the researchers employed the use of oneon-one interview to gather responses from the participants, which are the West Visayas State
University - Integrated Laboratory School Senior High students.
In qualitative research,
interviews are beneficial because they give researchers a way to collect rich and thorough
information. They enable dialogue between the researcher and the participant, which may lead
to a better comprehension of the topic being researched. According to research by Bullock
(2016), interviews are methods, not methodology that can be used to gather in-depth
information from people. It is a good method to employ in order to uncover different complex
systems that can suit the hypothesis of the research, specifically the participants’ attitudes,
beliefs, experience, understanding, emotional capacity, and feelings. Additionally, the
researchers utilized open-ended questions, as the researcher can ask follow-up questions and
delve deeper into certain topics as needed. They also offer the opportunity for rapport-building
and establishing trust between the researcher and the participant, which can lead to more
candid and accurate responses. Since the interview questions are researcher-made, they
underwent validation by a language expert to ensure the scope, depth, and relevance to the
main purpose of the study.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Interview Guide
Interview guide questions for the research “E-commerce: Digital Marketing and its
Convenience to the Daily Life of Students in Senior High School”.
Type of Research: Qualitative Interview
Type of Interview: Semi-structured
Time Limit Expectancy: 40 minutes
Time start:
Time finish:
Phase 1 - Introduction and building of rapport
Interviewer
Participants
1. Start with the self-introduction of every individual in group
*
2.
State the purpose of this interview
3.
The discussion of confidentiality of the participant
4.
Asking basic questions to meet the following requirements:
 Name (optional)
 Age
 Gender
 Grade level
 Residential address
*
*
Response
Name:
Age:
Gender:
Grade level:
Residential address:
*
5.
Ask if they are familiar with digital apps that uses e commerce,
such as gcash, foodpanda, grabfood, and more.
6.
Keep asking questions until they are comfortable enough for
the main interview.
*
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Phase 2 - Main Interview Questions
Interviewer
1. As a consumer, which digital marketing strategies do
senior high school students recognize as the most
effective?
Participants
Overall Response:
 Do you have a cellphone/gadget? What social media platforms
Response:
 What kinds of advertisements or marketing do you typically
(Note: a checklist of
advertisements with
examples will be shown)
Response:
do you usually utilize?
come across while scrolling through various digital platforms
like Facebook, Instagram, Twitter, Tiktok, Youtube, and
websites?
 How often do you find these advertisements/marketing
Response:
strategies on digital platforms per day?
 As a customer, do you find it interesting to buy and use or eat
a particular product after you saw it on digital platforms?
Response: Yes/No
 Does it bring you the impulse to search for a certain product or
service after the digital marketing strategy has brought it to
your attention?
2. How has digital marketing influenced consumer
behavior of senior high school students regarding
online shopping?
Response: Yes/No
Overall Response:
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
 What online shopping platforms do you usually utilize?
 What products/services do you avail?
Response:
Response:
 How often do you do online shopping? Why?
Response:
 Is it challenging to resist online shopping triggered by
digital marketing advertisements showcasing products
on various social and digital platforms in your opinion?
3. How do the accessibility and availability of food
delivery services impact the growth of e-commerce in
Iloilo, specifically the senior high school students?

What food delivery services do utilize?

What do you order online?
Response:
Overall Response:
Response:
Response:


What do you do after you order something online? Why do you
think you behave that way?
Response:
For businesses like Grab Food and Food Panda, how do they
take advantage of the rise of digital technology?
Response:

Do you think if apps like Grab Food and Food Panda are
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
available in rural areas, will it benefit the convenience of other
SHS students? Why do you say so?


In rural areas, how often do you find yourself ordering from
these food delivery services per week?
Response:
Response:
Why is it not plausible, or feasible, as of the moment, to grow
the food section of the e-commerce industry?
Response:
4. How do accessibility and availability of online
shopping delivery services impact the growth of ecommerce in Iloilo, specifically the senior high
school students?
Overall Response:

What do you do after you order something online? Why do
you think you behave that way?
Response:

What do you think are the benefits of online shopping to the
customer and the businesses?
Response:

Can you name the online shopping applications you visit the
most?
Response:

Do these online shops deliver your orders efficiently? If yes,
how long does delivery takes place?
Response:
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Phase 3 - End of Interview
Interviewer
1. Words of gratitude towards participant
2.
Give a token of gratitude to the participant
3.
Picture-taking for proof of Interview
4.
End of Interview
Participants
*
*
*
*
Data Analysis
Thematic Analysis. The method was used for identifying, analyzing, and reporting
patterns (themes) within data. According to Boyatzis (1998), thematic analysis organizes and
describes the data set in detail. It included a step-by-step guide comprised of familiarizing with
the data, generating initial codes, searching for themes, reviewing themes, defining and naming
themes, and producing the report.
Familiarizing with the data. This involved transcribing data, reading and rereading
the data, and noting down initial ideas.
Generating initial codes. This step entailed coding interesting features of the data in
a systematic fashion across the entire data set, collating data relevant to each Code.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Searching for themes. This step involved collating codes into potential themes and
gathering all data relevant to each potential theme.
Reviewing themes. This step involved checking the themes' work in relation to the
coded extracts (Level 1) and the entire data set (Level 2), generating a thematic “map‟ of the
analysis.
Refining and naming themes. This pertained to ongoing analysis to refine the
specifics of each theme, and the overall story the analysis tells; generating clear definitions and
names for each theme.
Producing the report. This entailed the selection of vivid, compelling extract
examples, the final analysis of selected extracts, relating back of the analysis to the research
question and literature, and producing a scholarly report of the analysis. Furthermore, the
results of this study were disseminated through a poster presentation.
Ethical Considerations
The participants are asked for their consent beforehand in order to continue the
interview. This is done during face-to-face time classes at the New Academic Building or on a
messaging platform via Messenger. The consent of the participants allows their responses to be
used in the qualitative research as the main data, and the information gathered are collected
and kept with utmost confidentiality to secure the data entrusted to the researchers. After their
consent is acquired, the researchers created a time frame fitting for the participants’ schedule,
as well as discuss with them the schedule for the one-on-one interview. The interview may last
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
for days, and time is allotted towards the time schedule in order to accommodate the
participants’ availability for the interview. The responses gathered are collected and kept with
the utmost confidentiality to secure the data entrusted to the researchers.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
CHAPTER 4
RESULTS AND DISCUSSION
This chapter includes the following four themes:
1.) Familiarity to applications, use of gadgets, and advertisements, which discusses the
informants’ knowledge and familiarity on certain applications and gadgets, as well as
encountering specific advertisements.
In this theme, the informants have narrated their experiences on how they experienced
using some of the devices presented and if they are familiar with certain applications being
mentioned. Others have also mentioned encountering the types of advertisements presented
through social media and expressed apparent signs of familiarity.
2.) Temptation and impulse due to social media marketing strategies, which discusses
the informants experiences and insights on the social marketing strategies presented by
companies through their devices.
In this theme, the informants have narrated their experiences of feelings of temptation
while using their devices and encountering various marketing strategies in the form of
advertisements. However, all of them have different experiences when encountering these
types of advertisements, due to others not giving into the temptation of purchasing something
out of impulse, and some only purchasing when it meets their interest or preference.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
3.) Accessibility and convenience of online delivery services, which is about the
respondents’ insight and experience on the convenience and accessibility of online delivery
services.
This theme describes the difficulties and conveniences the informants had experienced
upon their use of online shopping applications or food delivery services throughout their area.
The whereabouts of their location was also considered in two categories, whether they were
urban or rural, and how this element affected the convenience and accessibility of using these
online services.
4.) Behaviors after online transactions with the use of shopping applications or
delivery services, which is all about the responders' behaviors and actions after purchasing or
transacting online using shopping or food delivery apps.
This theme mainly discusses the behaviors of the responders after they have committed
a transaction online such as purchasing products they desire or food items. This part also
incorporates the varying reactions they have depending on the current financial situation they’re
in. Some tend to contemplate their purchase initially while feeling excited once it has arrived,
others simply wait for their product or do any other activity.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
4.1 Introduction
The rise of e-commerce in Iloilo has greatly influenced the consumer behavior of senior
high school students. As a result, this study aims to determine the convenience of digital
marketing to the day-to-day life of senior high school students of West Visayas State University
Integrated Laboratory School. Specifically, it seeks to answer three research questions: (1)
What are the most effective digital marketing strategies recognized by senior high school
students as consumers? (2) How has digital marketing influenced consumer behavior in Iloilo
with regard to online shopping? and (3) How do the accessibility and availability of food and
online shopping delivery services impact the growth of e-commerce in Iloilo?
By addressing these research questions, this study can provide insights into the
effectiveness of digital marketing strategies in reaching senior high school students in Iloilo, as
well as how digital marketing influences their purchasing behavior. Furthermore, this study can
also shed light on the role of accessibility and availability of delivery services in the growth of ecommerce in Iloilo.
Familiarity to applications, use of gadgets, and advertisements
The research theme of familiarity in relation to apps, gadgets, and advertisements
reveals a range of perspectives from the participants. After presenting pictures of shopping
applications and mentioning them, The third respondent expressed familiarity, while The first
one’s response indicated the opposite, stating that he is unfamiliar with the mentioned apps.
The responses of the second and last interviewees, on the other hand, were straightforward
affirmations of familiarity with the said apps. The varying perspectives on familiarity may have
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
been influenced by factors such as personal preferences, usage frequency, and exposure to
these technologies. These results suggest the importance of understanding individual
differences in familiarity and how it may impact the adoption and usage of technology in daily
life.
The same theme of familiarity but in regards to online advertising extends beyond just
the type of ads that users come across, but also where and how frequently they encounter
them. Participants in this study reported seeing a variety of ads, including video, image,
carousel, story, message, and collection ads, on different social media platforms such as
Facebook, Instagram, Twitter, and Youtube. Some users noted that they encountered more
image and video ads on Facebook and Instagram, while others mentioned seeing more story
and message ads. Meanwhile, some users reported seeing specific ad formats more often on
certain platforms, such as carousel ads on Facebook and story ads on Instagram. Overall, the
familiarity with these different types of online ads varied among the participants, with some
feeling more exposed to certain formats and platforms compared to others.
Temptation and impulse due to social media marketing strategies
The theme of temptation emerges from the data gathered from the participants about
their reactions to social media marketing strategies. Two out of four respondents express being
tempted to buy products after seeing them advertised on digital platforms. One even goes as
far as searching for more information about the products on e-commerce sites. The fourth
interviewee, on the other hand, is more inclined to buy products that are marketed based on
her interests and preferences. The second one, however, is not easily swayed by witty ads and
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
only buys products that she already has an interest in. Our first respondent also admits to
getting interested in some ads that are specialized to cater to his interests, but he is more likely
to get targeted ads on platforms that collect information on his commonly searched items. The
responses of the participants suggest that social media marketing can be effective in tempting
customers to buy products, especially when the ads are customized to cater to their interests.
It also appears that digital marketing strategies can indeed influence a person's buying
behavior. Some individuals of the interview admit to being tempted by these ads and may
search for more information about the product or service. The second interviewee, however, is
more resistant to the influence of digital marketing and only purchases items based on need
and after checking online reviews. The first interviewee expresses curiosity about the products
showcased in ads but finds it challenging to resist the urge to buy, especially if the product
looks cool or interesting. Overall, while some individuals may be more susceptible to the
influence of digital marketing, others are more resistant and make purchases based on more
practical considerations.
Accessibility and convenience of online delivery services
The convenience and accessibility of food delivery services and apps such as
Grab Food and Food Panda have become increasingly popular in urban areas. However, their
availability in rural areas remains limited. The responses from high school students show that
the extension of these services to rural areas would greatly benefit students living in such
areas. Lack of access to shops and restaurants near homes, as well as the lack of time to make
their own food, make it challenging for students to obtain meals. Furthermore, students staying
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
in rural areas for extended periods miss the convenience of food delivery services available in
urban areas. Although some students may not use these services due to their location or
preference for local eateries, the majority would find it beneficial to have access to these
services. The expansion of food delivery services and apps would provide a more convenient
and accessible means for rural students to obtain meals without having to travel long distances.
The insights also sighted collectively by the respondents were that the growth of the
food section in the e-commerce industry faces challenges, particularly in rural areas. One major
obstacle is the lack of manpower, which can be attributed to insufficient resources and a
shortage of employees. Another factor is the distance, which makes it difficult for drivers,
especially when they are using motorcycles to travel to remote areas. The unfamiliarity of
people in rural areas with food delivery apps and the absence of fast food chains are also
significant challenges. Constructing establishments in rural areas can be impractical due to the
potential waste of resources, time, and money, which may not provide a significant return on
investment. In addition, there is already significant competition from existing eateries that offer
less expensive food options. Furthermore, some rural areas still lag behind in terms of
industrialization and technology, which makes it hard for them to access online delivery services
such as food delivery.
Behaviors after online transactions with the use of shopping applications or delivery
services
It seems that these high schoolers have different reactions and behaviors after ordering
something online using apps. Some people tend to second-guess their purchase initially and feel
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
excited about the product they have bought. Others simply wait for the order to arrive and keep
themselves busy by scrolling through their phone or preparing mentally for the arrival of the
item. In some cases, people try to be productive while waiting for the delivery to arrive by
doing a chore or some other task. This might be because they want to be prepared to handle
the item when it arrives or they simply want to keep themselves occupied.
Overall, it appears that people order online for various reasons, such as convenience or
having the financial means to purchase what they want. When they receive their orders, they
tend to feel excited and happy about the purchase, rather than regret or any negative
emotions. These behaviors and reactions could provide valuable insights for online retailers and
app developers to improve the overall online shopping experience. For example, retailers could
explore ways to reduce delivery times or provide updates on delivery status to keep customers
informed and engaged. Developers could also consider incorporating features that help
customers stay occupied while waiting for their orders, such as games or other activities. By
understanding customer behaviors and reactions, retailers and app developers can improve the
online shopping experience and increase customer satisfaction.
Summary of results
The research aimed to analyze the convenience of digital marketing to the day-to-day
life of senior high school students of West Visayas State University Integrated Laboratory
School, and to determine how digital marketing of e-commerce affects the convenience lifestyle
of senior high school students. The study sought to answer three research questions, which are
the most effective digital marketing strategies recognized by Senior High School students as
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WEST VISAYAS STATE UNIVERSITY
INTEGRATED LABORATORY SCHOOL
ILOILO CITY
consumers, how has digital marketing influenced consumer behavior in Iloilo with regard to
online shopping, and how the accessibility and availability of food and online shopping delivery
services impact the growth of e-commerce in Iloilo.
The research findings were categorized into four themes. The first theme is familiarity to
applications, use of gadgets, and advertisements. The results suggest the importance of
understanding individual differences in familiarity and how it may impact the adoption and
usage of technology in daily life. The second theme is temptation and impulse due to social
media marketing strategies. The participants' responses suggest that social media marketing
can be effective in tempting customers to buy products, especially when the ads are customized
to cater to their interests. The third theme is accessibility and convenience of online delivery
services. Lack of access to shops and restaurants near homes, as well as the lack of time to
make their own food, make it challenging for students to obtain meals. The expansion of food
delivery services and apps would provide a more convenient and accessible means for rural
students to obtain meals without having to travel long distances. Finally, the fourth theme is the
challenges faced by the growth of the food section in the e-commerce industry. One major
obstacle is the lack of manpower, which can be attributed to insufficient resources and a
shortage of employees. Overall, the research results provide insights into the convenience and
impact of digital marketing strategies and the accessibility and availability of online delivery
services on the lifestyle of senior high school students.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
Figure 1
Figure 1. shows the model of the different themes and the attitudes of students
towards those themes.
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
CHAPTER 5
CONCLUSIONS, IMPLICATIONS, and RECOMMENDATIONS
Chapter 5 is composed of has three parts: Conclusion, Implications, and
Recommendations.
Part 1, Conclusions, presents the synopsis of the problem and methods as well
as the findings of the study.
Part 2, Implications, presents the inferences in theory and practice as well as the
lesson learned from the results of the study.
Part 3, Recommendations, presents the limitations of the study and further
study proposals with regard to supporting the learners’ reading journey
Introduction
The purpose of this study was to determine the convenience of E-commerce and digital
marketing to the day-to-day life of students in Senior High School. The intention is to
understand and grasp how the experiences of Senior High School students in regards to their
understanding of digital marketing in E-commerce; especially its usage in their life increased the
convenience of their day-to-day academic activities who strives to learn in an educational
environment.
This study used a qualitative methodology that provided in-depth descriptions of the
experiences of senior high school students in order to accurately characterize the phenomenon,
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
notably captivating E-commerce. Each student is currently learning at West Visayas State
University, and is familiar with E-commerce apps such as online shopping apps (Shopee and
Lazada), food express delivery (Grabfood and Foodpanda), and payment apps (Gcash). Data
were collected through in-depth, audio-recorded interviews with accompanying video of 4
senior high school students, 2 pairs of men and women from Grade 11 and Grade 12 of West
Visayas State University - Integrated Laboratory School, with varying permanent addresses for
each interviewee that hails from either rural or urban. The interview guide in which the
interview was accounted for can be found in Chapter 3, under the data gathering method.
The data were coded, analyzed, and organized using the Thematic Analysis, a qualitative
method synthesized by Boyatzis (1998) which comprises of 6 steps: 1) familiarizing with the
data, 2) generating initial codes, 3) searching for themes, 4) reviewing themes, 5) defining and
naming themes, and 6) producing the report. The following describes Boyatzis’ 6 steps. The first
step, familiarizing with data, requires data transcription, repeated reading of the data, and the
recording of initial thoughts which is followed by the second step, generating initial codes, and
involves gathering information pertinent to each Code by systematically coding intriguing
aspects of the data across the full data set. The third step, searching for themes, entails
grouping codes into possible topics and collecting all information pertinent to each possible
subject which leads to the fourth step, reviewing themes, which involves constructing a
thematic "map" of the analysis by comparing the themes' performance to the coded extracts
(Level 1) and the complete data set (Level 2). the fifth step, defining and naming themes,
involves continuing analysis to improve the details of each topic and the overall narrative the
analysis conveys; this step also involves giving each theme a distinct name and meaning. The
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sixth step, producing the report, requires choosing vivid, compelling extract examples, doing a
thorough analysis of those extracts, connecting the results to the research question and body of
literature, and writing a formal report on the analysis. Furthermore, a poster presentation was
used to share the study's findings.
The study was based on the following research questions:
1.
What are the most effective digital marketing strategies recognized by Senior
High School students as consumers?
2.
How has digital marketing influenced consumer behavior of senior high school
students with regard to online shopping?
3.
How do the accessibility and availability of food and online shopping delivery
services impact the growth of e-commerce in Iloilo, specifically the senior high school students?
4 interconnected themes are given in Chapter 4 as a result of the analysis of the data from
these 3 research questions. The first theme, familiarity to applications, use of gadgets, and
advertisements, discusses the informants' familiarity with and knowledge of certain devices,
applications, and marketing, which is followed by the second theme, Temptation, and impulse
due to social media marketing strategies, examines the opinions and experiences of the
informants regarding the social marketing tactics used by businesses on their products. The
third theme is the accessibility and convenience of online delivery services, which allowed the
participants to give insights about their opinions regarding the online delivery service in urban
and rural areas. Meanwhile, the fourth theme, behaviors after online transactions with the use
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of shopping applications or delivery services, is all about the responders' behaviors and actions
after making an online purchase or making a meal delivery utilizing an app.
Conclusion
The digital marketing strategies of different E-commerce businesses are directly related
to the 4 themes presented in Chapter 4. With E-commerce constantly rising, this study has
proven that digital marketing has increased the convenience of senior high school students’
day-to-day activities. Familiarity to applications, use of gadgets, and advertisements have
positively influenced the participants’ convenience, however, the temptations brought by social
media marketing strategies and the impulse to buy are directly correlated to the wants and
needs of the senior high school students, as well as practical consideration of reality. The
results show that digital marketing strategies can indeed influence a person's buying behavior.
Some people might be more open to the effect of digital marketing, while others might be more
resistive and base their purchases on more pragmatic factors. In this matter, women and men
are determined to be differentiated to the susceptibility to shop and buy frequently. It was
found out that through the experience of our participants, women tend to shop online more
frequently than men who are less likely to do so.
Online shopping and food delivery services have a common difference between them,
and it is the fact that geographical location hinders the convenience of senior high school
students. In urban regions, the popularity of food delivery services and apps like Grab Food and
Food Panda has grown immensely well, while the rural areas are still limited on what they can
do due to what the E-commerce businesses can only offer, provided the range of their services
are only limited. This can be due to the fact that food can easily spoil and spill, which is why it
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is necessary factor to have a business close by in order to fully take advantage of food delivery
services in the E-commerce industry. Hence the growing popularity of food delivery services in
urban areas rather than rural areas.
In online shopping, however, there is also a difference in which the experiences of the
senior high school students are able to provide insights into it. The lack of geographical
preciseness and the distance of delivery to rural areas makes it difficult, which is why urban
communities receive their products faster than rural areas, which negatively affects the
convenience of senior high school students in rural areas. Despite that, they have found certain
behaviors to accommodate the negatively affected convenience, and that is to keep themselves
preoccupied with chores and activities while waiting excitedly for the product to arrive.
Implications
For Theory. The Theory of Reasoned Action (TRA) was created by Fishbein & Ajzen
(1975) and Ajzen & Fishbein (1980) on the basis of social psychology research to forecast and
comprehend individual behavior in a social setting. Therefore, the TRA can be used to explain
why people want (or don't want) to be engaged in some specific behavior. A conclusion that
might be drawn from this study and Fishbein & Ajzen’s Theory of Reasoned Action is that senior
high school students are easily influenced by digital marketing of E-commerce businesses, and
it both positively affects the convenience of day-to-day life activities. They can easily use Ecommerce apps that directly influence their convenience, which includes efficiency, moneysaving, and worthwhile. Despite digital marketing advertisements being distracting, the students
frequently encountered them in the digital world, which made them accustomed to seeing them
in their day-to-day life. The only difference is that their wants and needs are influenced by their
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ILOILO CITY
behavior to be tempted, which completely shifts their mechanism in order to achieve a sense of
fulfillment after seeing the digital marketing advertisements that were employed for their
attention.
For Practice. The results of the research suggest that gender and permanent location
has a significant effect on the convenience of senior high school students in terms of digital
marketing. When choosing volunteers for a study, the gender variable is crucial since it might
affect the reliability and generalizability of the results. In order to prevent any biases in the
results, it is crucial to include both male and female participants in a study on the convenience
of e-commerce in the daily lives of senior high school students. In terms of gender roles, men
and women have different preferences on what they want and need, which in turn helps
determine the convenience digital marketing brings differently for men and women. For the
participants, most of our participants are tempted to shop online for products, but in terms of
buying, 1 of our respondents (1 male) rarely orders, and 3 of our respondents (1 male and 2
female) shop and order online more frequently. The 2 female respondents shop frequently, but
only 1 order frequently, and it usually occurs when there are special events to utilize the
discounts and vouchers. Meanwhile, the male respondent shops orders on a bi-weekly basis,
which sophisticatedly says that men order frequently online but women shop more frequently.
This result is supported by a study by Pradhana and Sastiono (2019), in which the difference in
gender showed a difference in the preference regarding online shopping, specifically how often
they shop and the value of the items they buy. With 440 respondents, 186 being male and 254
being female, showed results that the difference between men and women in terms of online
shopping expenditure. Meanwhile, there is a significant difference in online shopping frequency,
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ILOILO CITY
in which the data shows that women shop more often than men. Despite that, men purchase
goods with a higher value than women, which shows how gender differentiates how often they
shop and what they buy after shopping. Another research done by Azizul, J., Albattat, A.,
Ahmad Shahriman, I., & Irfan, K. F. (2019) found that out of 276 participants aging from 18 29 years old, 180 respondents are female users that use online food delivery services, while the
remaining 96 are men. This finding supports the theory that is shown in the earlier studies that
gender disparities in online shopping and food shopping behaviors, women are more likely than
men to engage in this particular activity. The contribution of this study is the inclusion of both
genders can aid in identifying any disparities in how each group uses and views e-commerce
platforms while also ensuring that the results are generalizable. Since men and women differ in
what they want and need, it becomes a crucial variable when it comes to E: commerce.
The permanent/residence address of the participants themselves is another difficult
criterion that the researchers have included in the study. This has evolved into a new factor
that aims to recognize the accessibility and availability of e-commerce platforms like Shoppee,
Lazada, Grabfood, and Foodpanda, and what significant implications it can have for senior high
school students living in both urban and rural areas. This is done in order to determine the full
effectiveness and convenience of online shopping and food express delivery services. Urban
areas may experience greater consumerism and a move away from conventional brick-andmortar establishments as a result of the convenience of online shopping and food delivery
services.
The availability and usability of e-commerce platforms could aid in resolving the
problem of restricted access to goods and services in rural areas. Online shopping and food
express delivery services differ in terms of urban and rural areas, nevertheless. Zhou et al.
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(2022), with their research in Guangzhou, China, aimed to determine the scale in which area is
urban and rural according to the food delivery data. The challenges with the urban-rural
differences are caused by a large gap between urban and rural industrial development and the
provision of essential public service amenities. Food delivery relies heavily on the welldeveloped road network in urban areas as a behavior based on the catering sector. In this
research, it was concluded that the deliverable range of food delivery services only extends to
urban areas, as rural areas are not industrially advanced in terms of roadwork, which makes it
difficult for drivers to reach their desired destination of delivery. Our data support the fact that
food delivery services are much more difficult to achieve in rural areas, as the range of delivery
that the services can cover is limited to the geographical area and availability of products.
For online shopping, however, McHugh, E. C. (2014) proved that there is a significant
difference in regard to online shopping behavior that supports the data we have received.
Inhabitants of rural settlements do not make more online purchases than inhabitants of urban
settlements, according to a study of the results of both rural and urban respondents. Online and
brick-and-mortar retail shopping is equally popular among respondents in urban and rural
areas. This study's finding that the frequency of online purchases is not affected by geographic
location adds to our understanding of how the Internet may change rural consumer behavior
and aid in the development of future marketing plans. The study supports our results in that
online shopping services can cover urban and rural areas. Another contribution it offered is the
convenience that online shopping services can offer to senior high school students are hindered
by the delivery time caused by geographical location, as gathered from the opinions of the
respondents. Rural areas may suffer from longer delivery times rather than urban communities,
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which affects the convenience of the senior high school students to wait for the products to
arrive. As shown in the previous studies, the physical location of a person also significantly
affects how they purchase online as senior high school students. Due to disparities in
inadequate development of infrastructure and accessibility, urban-located students are more
likely to receive their products faster or on time rather than rural-located students who are
much farther away.
The results of this study have also shown practical implications for senior high school
students and E-commerce businesses. It has shown that all of the senior high school students
are able to identify and analyze the different advertisements provided to them by E-commerce
businesses. Thus, by properly understanding the food delivery and online shopping behavior of
senior high school students, E-commerce businesses can develop targeted marketing campaigns
that appeal to their needs and preferences. In previous research, women are more inclined
than men to shop online, so businesses should target their advertising and discounts to this
group. Senior high school students, who could be more price-sensitive than other age groups,
can benefit from incentives like free delivery or discounts, which can assist to boost the
attraction of online shopping. Companies may provide senior high school students with a
convenient and enticing buying experience by utilizing e-commerce and digital marketing, which
can foster brand loyalty and boost sales. Not only that, senior high school students' involvement
and happiness with e-commerce platforms may rise if the online shopping experience is tailored
to better meet their demands. Students can be helped to comprehend what they are buying
and feel secure in their purchasing decisions by providing clear and simple product descriptions.
In order to suit the various financial circumstances of senior high school students, who might
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not have easy access to credit or debit cards, it can be helpful to offer a variety of payment
choices. In order to ensure that the findings are representative of the general population, it is
crucial to take gender into account when doing research on the convenience of e-commerce in
the daily lives of senior high school students. Additionally, the accessibility and availability of ecommerce sites like Shoppee, Lazada, GrabFood, and Foodpanda can have a big impact on both
urban and rural areas. As a result, it's important to promote infrastructural development and
increase technological advancement of accessibility, especially in rural areas.
Recommendations
The following recommendations have been developed from the data collected as part of this
research. Recommendations are being made in three categories. Recommendations for:
1. High school students,
2. Educational institutions, and
3. Further research
Recommendations for high school students
High school students with constant usage of technology, specifically online shopping and food
delivery services should consider:
1. Being mindful of targeted ads, as your online behavior, including your search history,
browsing habits, and purchase history, are used by e-commerce companies to offer
customized adverts. Doing so will reduce the risk of spontaneously buying out of impulse
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and make sure that the advertisements being shown to the high school students are
comfortable in their own way.
2. Using the comparison of costs and offers: One advantage of online shopping is the
opportunity to swiftly assess costs and offers from several vendors. Utilize this by doing
your research on things before making a purchase, and don't be hesitant to shop around
for the greatest prices that fit your budget and want.
3. Being cautious of illegitimate E-commerce businesses, which have advertisements that
are too good to be true for a senior high school student. Businesses that are unfamiliar
with senior high school students may offer discounts, prices, and coupons that may
result in a scam. Always perform due diligence on a business before making a purchase,
and be cautious when disclosing personal information to unreliable or shady sources.
4. Understanding the terms and conditions of service before using it. For unfamiliar
services in the E-commerce industry, it is crucial to read and comprehend the terms and
conditions, particularly the return and refund procedures before making a purchase.
5. Actively seeking strategies that help a senior high school student motivate
himself/herself while waiting for a product to arrive.
Recommendations for high school students
High school students with constant usage of technology, specifically online shopping and food
delivery services should consider:
1. Being mindful of targeted ads, as your online behavior, including your search
history, browsing habits, and purchase history, are used by e-commerce
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INTEGRATED LABORATORY SCHOOL
ILOILO CITY
companies to offer customized adverts. Doing so will reduce the risk of
spontaneously buying out of impulse and make sure that the advertisements
being shown to the high school students are comfortable in their own way.
2. Using the comparison of costs and offers: One advantage of online shopping is
the opportunity to swiftly assess costs and offers from several vendors. Utilize
this by doing your research on things before making a purchase, and don't be
hesitant to shop around for the greatest prices that fit your budget and want.
3. Being cautious of illegitimate E-commerce businesses, which have
advertisements that are too good to be true for a senior high school student.
Businesses that are unfamiliar with senior high school students may offer
discounts, prices, and coupons that may result in a scam. Always perform due
diligence on a business before making a purchase, and be cautious when
disclosing personal information to unreliable or shady sources.
4. Understanding the terms and conditions of service before using it. For unfamiliar
services in the E-commerce industry, it is crucial to read and comprehend the
terms and conditions, particularly the return and refund procedures before
making a purchase.
5. Actively seeking strategies that help a senior high school student motivate
himself/herself while waiting for a product to arrive.
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Recommendations for Education Institutions
Educational Institutions should consider:
1. Teaching digital literacy skills that allow students to understand technology more in
order to incorporate E-commerce into their daily lives. It is a way of ensuring that the
students are familiar with the fundamentals of using digital tools, programs, and
applications.
2. Students should be taught about their digital footprint and how e-commerce
corporations can utilize their data for targeted advertising in order to protect their
privacy online. Encourage the students to check the privacy policies of the websites and
mobile applications they use, and to change their privacy settings as necessary.
3. Incorporating and utilizing E-commerce more into the educational institution.
Specifically, E-commerce can be utilized better by using online payment apps such as
Gcash to be used as a mode of payment in transactions. It can provide convenience and
efficiency, such as using this mode of payment to pay the tuition or products and
merchandise inside the educational institution.
4. Encourage students to think critically by showing them how to assess online marketing,
reviews, and social media posts. They will be better able to decide what goods and
services to buy online thanks to this.
5. Motivating students to manage their finances responsibly by teaching them financial
literacy. Encourage them to shop around, read reviews, and comprehend the conditions
of any online deals.
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Recommendations for further research
Additional research is recommended to expand the scope of this study. Senior high school
students should be able to determine more convenience factors that are affected by digital
marketing. In order to distinguish and diminish the gaps, the researchers would recommend the
following research topics to further develop and verify the findings of this research:
1. 4 senior high school students who are familiar with the mechanics of digital marketing
and are differentiated by gender and residential address are the focus of the study. This
study could be repeated with more people to compare the results.
2. Through in-depth interviews, this study gathered the viewpoints and experiences of
senior high school students. Experiences and perspectives of family and non-family
members associated with senior high school students are unknown. Researchers will be
able to examine the effects of these factors on the behavior and decision-making of
senior high school students to a greater extent by including more participants in the
study, such as family and friends.
3. The senior high school students are in a certain school that is located in an urban
community. Varying respondents from another school in a rural area may possibly
provide data on passages.
4. The senior high school students in this study are from urban and rural areas. Future
studies may focus specifically on senior high school students living in urban, suburban,
or rural areas.
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5. The checklist of advertisements that have been provided to senior high school students
is limited only to digital marketing. Increasing the options to another type of marketing
may provide new insights regarding E-commerce.
6. The types of E-commerce services are only limited to online shopping and food services.
Increasing the type of E-commerce services and applications may serve its purpose in
gathering information regarding the topic.
7. The advances in technology seem to have significantly increased the expectation that
senior high school students are digitally literate in terms of gadgets. It is recommended
that a study investigate the difference of perspective between those students who lack
digital literacy and those who don't.
8. Interviews for this study took place in the 2nd semester - 3rd quarter. This is typically a
time when senior high school students are busy in terms of academic performance. It is
recommended that interviews take place at the start of the school year and at the end
of the school year to trace the difference between the frequency of shopping and
buying.
9. The research was conducted for the purpose of knowing the convenience of digital
marketing of E-commerce in terms of gender and residential address. Taking into
consideration of the hectic activities of senior high school students may bring this study
into another dimension of research.
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