NAVIGATING THE DIGITAL MARKETPLACE: AN IN-DEPTH EXPLORATION OF
ONLINE SHOPPING EXPERIENCES AMONG ELECTRONICS ENGINEERING
STUDENTS
Proponents: Florence James Meneses, Justen Tejedo, Ardee Joy Elchico, Steffmarie Luchess De
Pedro, Lennox Sambo
I
INTRODUCTION
In a time of digital innovation and rapidly changing technology, people's habits and
preferences; particularly those of students, have changed significantly. There has been an
undeniable transformation within the practices of acquiring information, goods, and services
brought by technological innovations. One of which is how consumers avail commodities, physical
or digital, to a hassle-free shopping experience giving them the best user-experience, security,
convenience, and a great range of prices with the aid of online shopping. Online shopping
continues to be the biggest competition of traditional shopping channels, such as retail stores and
mail stores catalogs. Because of the idea of “boundaryless” stores where the product reaches the
customers, online shopping has helped consumers spend less time and effort. In contrast,
traditional stores have the drawback of having a limited amount of space and time where customers
can reach the product (Bhatnagar, Misra, and Rao, 2000). Moreover, online shops provide an
endless range of products and services, enabling customers to buy and sell anything, anywhere, at
any time (Bhatnagar and Ghose, 2004, Forsythe and Shi, 2003).
With multiple accredited articles and studies devoted to online shopping, Seock and Bailey
suggested that more study of college students’ online shopping experiences was needed. Studies
have shown that consumers across the age spectrum shop online, specifically college students aged
18 to 22 are identified as the Internet’s “hottest” market and prime source of future growth in the
onlines sales (Silverman, 2000) as they are also one of the heavy users of the internet and have
more access to this medium than most of the other population segments (Kim & LaRose, 2004).
The exponential rise in e-commerce has necessitated a deeper comprehension of the correlation
between consumer experiences and their online purchasing patterns. The findings of this study
should close the gap in the literature on online purchasing that other researchers have pointed out.
Several studies have investigated the online shopping behavior of students, highlighting their
preference for convenience, price comparison, and the ability to research products thoroughly
before making a purchase (Amod 2007; Tan et al. 2018). ECE students, with their technical
expertise and familiarity with online platforms, are likely to be even more adept at navigating the
online shopping landscape.
As the researchers make their way through the complex maze of online buying experiences
among Electronics Engineering (ECE) students, certain basic questions come to mind: What
influences their decisions in the virtual marketplace? How do their consumer behaviors reflect
their technical and intellectual proficiency? Do any observable trends set their experiences apart
from those of other groups? This research seeks to achieve the following objectives: investigate
the online shopping habits and preferences of ECE students, analyze the role of technology in
shaping their purchasing decisions, explore the impact of demographic factors on their online
shopping experiences, and identify challenges they face in the virtual marketplace. By addressing
these objectives, this study aims to contribute valuable insights to both academic discourse and the
e-commerce industry, providing a nuanced understanding of the online shopping landscape among
ECE students.
A thorough approach will be used to accomplish the previously specified goals.
Quantitative data will be collected through surveys given to a representative sample of ECE
students. For quantitative data, statistical tools will be used in the analysis. This study uses a
mixed-methods approach to give a comprehensive insight of ECE students' online buying
experiences while also providing depth and breadth to the analysis.
II
BACKGROUND AND SIGNIFICANCE
The shift towards online shopping has become a pervasive aspect of modern consumer
behavior. With students comprising a significant demographic, understanding their online
shopping experiences is crucial. Factors such as technology integration, changing lifestyles, and
the impact of digital platforms on purchasing decisions warrant exploration.
Statement of the Problem
This research seeks to explain the experiences undergone by Electronics engineering (ECE)
students of Technological University of the Philippines Visayas (TUPV) when it comes to online
shopping.
Specifically this study aims to answer the following question:
1. What are the habits and preferences of ECE students when online shopping?
2. What are the challenges faced by ECE students in the virtual marketplace?
3. How does technology affect the purchasing decisions of ECE students?
Significance of the Study
The results of the study will benefit to the following:
Retailers. The findings of the study will help retailers better understand the online
shopping behaviors of college students, allowing them to tailor their online marketing strategies
to appeal to this important demographic. This could include offering college students exclusive
discounts, promotions, and targeted advertising.
E-commerce platforms. E-commerce platforms will also benefit from the study's findings
by understanding the specific needs and preferences of college students when shopping online.
This could lead to the development of user-friendly features, responsive websites, and mobile apps
designed specifically for college students.
Consumer researchers. The study will provide valuable insights into the factors that
influence college students' online shopping behaviors, which can inform future research on
consumer behavior and marketing strategy. Researchers can use this knowledge to develop new
theories and models of online shopping behavior.
Academic institutions. The study can be used in college marketing and consumer behavior
courses to teach students about the latest trends and research in the area of online shopping. It can
also provide real-world examples of how businesses can effectively target and reach college
students online.
Government agencies. Government agencies that regulate e-commerce and consumer
protection can use the study's findings to better understand the needs and challenges faced by
college students when shopping online. This could lead to the development of policies and
programs that protect college students' online privacy and security.
Theoretical Framework
This research will adopt a combination of the Technology Acceptance Model (TAM)
and the Theory of Planned Behavior (TPB). TAM elucidates the factors influencing students'
acceptance of online shopping technologies, while TPB offers a lens to understand the role of
attitudes, subjective norms, and perceived behavioral control in shaping their online purchasing
behaviors.
Scope and Limitation
The study will focus on undergraduate students within the Electronics engineering
program of Technological University of the Philippines Visayas ensuring a concentrated
exploration of their online shopping experiences. However, limitations include the potential
influence of cultural variations and the dynamic nature of online platforms, which may evolve
post-research. Additionally, the scope is confined to students' perspectives, excluding the
viewpoint of online retailers or platforms.
This exploratory research aims to provide a foundation for future in-depth investigations
into the evolving landscape of online shopping among ECE students, ultimately contributing to a
nuanced understanding of this increasingly prevalent consumer behavior.
Definition of Terms
Online shopping. The process of purchasing products or services through the internet
using a web browser or mobile app. This involves browsing through virtual storefronts, selecting
desired items, adding them to a shopping cart, providing payment information, and arranging for
delivery.
Virtual marketplace. The digital realm where ECE students engage in online shopping
activities. This encompasses various online platforms, including e-commerce websites, social
media marketplaces, and mobile shopping apps.
Technology. The tools and devices employed by ECE students to facilitate their online
shopping endeavors. This includes computers, laptops, tablets, smartphones, and any applicable
software or applications.
Purchasing decisions. The choices made by ECE students when selecting and acquiring
products or services through online channels. These decisions involve evaluating product features,
comparing prices, considering reviews, and weighing various factors before committing to a
purchase.
TAM. A theoretical framework that explains how individuals perceive and adopt new
technologies, such as online shopping platforms. The TAM suggests that factors like perceived
usefulness, perceived ease of use, and external influences impact an individual's intention to use a
technology.
TPB. A theoretical framework that examines the factors influencing an individual's
intention to engage in a specific behavior, such as online shopping. The TPB suggests that
attitudes, subjective norms, and perceived behavioral control influence an individual's intention to
perform a behavior.
III
REVIEW OF THE RELATED LITERATURE
History of Online Shopping
Since the early 1990s, there has been a rapid transformation in the global retail landscape,
driven by the remarkable expansion of e-commerce (Chen & Chang, 2003). The expansion of
businesses offering online services has resulted in a growing online market community (Taher,
2021). As defined by Rose et al. (2019), e-commerce encompasses the establishment of business
relationships, exchange of organizational data, and conducting operational transactions through
communication networks.
While the enthusiasm in the financial sector was dampened by the burst of the Internet
bubble between 2000 and 2002, the internet infrastructure continued its expansion and has become
an integral part of numerous firms' market strategies. Many retailers have restructured their
business models to align with how customers procure goods and services, aiming for success in
the online realm (Chen & Chang, 2003).
Online Shopping Trends and Habits
The 2020 COVID-19 pandemic accelerated the move to e-commerce, with lockdowns and
social distancing prompting a significant reliance on online platforms for shopping. This
unexpected global event underscored e-commerce's resilience, highlighting its adaptability as a
crucial element in contemporary retail (OECD, 2020).
However, Adibfar (2022) suggests a balanced coexistence of online and in-store shopping
in the future, with a continuation of pre-pandemic trends. His study emphasizes the need for
transportation stakeholders to consider both modes of shopping in planning and managing ground
transportation infrastructure, indicating that online shopping may not entirely replace the in-store
experience post-Covid-19, as people still value the tangible and social aspects of traditional retail.
Online Shopping in the Education Sector
A study by Vaidta (2017) aimed to explore trends in online shopping among college
students in Pune city, India. The results indicated a notable gender difference, with a general
inclination for girls to engage more in online shopping compared to boys. Mobile apps were the
preferred platform for both genders, with a particular emphasis on the Flipkart app. In terms of
online payment preferences, a higher proportion of girls demonstrated a preference for online
payments over boys. The study also revealed gender disparities in the reliance on online reviews
before making a purchase decision.
Synthesis
The global retail landscape has experienced a rapid transformation fueled by the expansion
of e-commerce, marked by the terms Business-to-Business (B2B) and Business-to-Consumer
(B2C), delineating the nature of transactions in the digital marketplace (Yoganandan & Baskar, no
year). Muthupriya (2019) contextualizes online shopping within the broader spectrum of electronic
commerce (e-commerce), encapsulating the buying and selling of goods and services over
electronic systems.
This research, inspired by the works of Pentz, Preez, and Swiegers (2020) and Dost, Illyas,
and Rehman (2015), aims to delve into the intricate dynamics that shape consumer behavior in
online shopping. Pentz et al. explored the risks influencing Generation Y consumers' purchase and
repurchase intentions, revealing significant associations between social risk, psychological risk,
and repurchase intentions for experienced online shoppers, and financial and social risk for
inexperienced online shoppers. This study not only builds upon their findings but extends the
investigation to explore additional dimensions of consumer behavior in the online shopping
landscape.
Building on the insights of Dost et al. (2015), this research will also investigate the factors
influencing consumer buying behavior in the context of online shopping, emphasizing the
centrality of trust and the surprising impact of privacy, particularly in the age of Cash on Delivery
(CoD) payment methods. Convenience, another critical factor identified in their study, further
highlights the evolving preferences of consumers who can now make purchases from anywhere
without the need to physically browse through stores.
In essence, this review contributes to the understanding of the evolving dynamics in online
shopping, specifically focusing on the factors shaping consumer behavior. The synthesis of
insights from Pentz et al., Dost et al., and the broader context provided by Muthupriya, positions
this study to explore nuanced dimensions of online consumer preferences, decision-making
processes, and the evolving landscape of the digital marketplace. As the world of e-commerce
continues to evolve, unraveling these intricacies becomes essential for businesses striving to thrive
in this dynamic environment.
IV
RESEARCH DESIGNS AND METHODS
In order to determine the level of Electronics Engineering (ECE) students’ satisfaction /
dissatisfaction with the online shopping subtheme and the quality of its series, this study will make
use of a descriptive research approach.
Respondents
Respondents of this study will be Electronics Engineering students enrolled at
Technological University of the Philippines - Visayas for the Academic Year 2023-2024. Table 1
shows the distribution of respondents.
Table 1. Distribution of Respondents
Departments
Population
(N)
Percentage
(%)
Electronics Engineering
1st Year
101
29.79
2nd Year
82
24.19
3rd Year
70
20.65
4th Year
86
25.37
339
100
Total
Data-Gathering Procedure
Respondent Profiling. In this section, the survey will contain entries to record the
respondent’s age, sex, their usual budget for online shopping, and the average time they spend
browsing on the platform. It will also record the products usually bought by the respondents such
as tech/gadgets, school supplies/stationeries, clothes/accessories, beauty and health products, as
well as tools and equipment. The researchers also considered recording the diverse preferences in
online shopping, this includes local and imported trends, security of the product/shop, social
influences, and whether or not it is cost efficient to tailor and satisfy their purchasing decisions.
Respondent Grouping. In this section, the respondents to the survey will be sorted
according to their age group; 1st years, 2nd years, 3rd years, or 4th years, their sex group; male or
female, their average budget (in Philippine Peso); 1 to 250, 251 to 500, 501 to 750, 751 to 1000,
or more than 1000, and lastly they will be grouped according to the average time they spend
browsing on the platform; 30 minutes to 1 hour, 1 hour to 1.5 hours, 1.5 hours to 2 hours, or more
than 2 hours.
Survey Instrument. The assessment items in the 50-item survey questionnaire will be
prepared based on the online shopping system and service and consumer experiences. The 50 items
of the questionnaire will be allocated equally among all the online shopping subsystems and
services. Moreover, the items were categorized under the 4-point Likert Scale: 4 = Highly Satisfied
(Very Good); 3 = Satisfied (Good); 2 = Dissatisfied (Poor); and 1 = Highly Dissatisfied (Very
Poor).
Conduct of the Study. The researchers will distribute the survey questionnaires along with
its procedures through Google forms to the 1st, 2nd, 3rd and 4th year Electronics Engineering studentrespondents to fill the instrument based on their perception and satisfaction with the school
subtheme and services.
Statistical Treatment
The mean from the collected data from Electronics Engineering students will be used to
determine the satisfaction / dissatisfaction of their online shopping experiences when taken as a
whole. Specifically, the mean was interpreted using the scale below:
Mean Range
Interpretation
3.26 – 4.00
Highly Satisfied/Highly Agree
2.51 – 3.25
Satisfied/Agree
1.76 – 2.50
Dissatisfied/Disagree
1.00 – 1.75
Highly Dissatisfied/ Highly Disagree
V
PRELIMINARY SUPPOSITIONS AND IMPLICATIONS
This study seeks to explain the complex nature of the habits and preferences of ECE
students in the virtual marketplace, as well as the challenges that they face in the platform and the
effects of technology in their decision-making process. This investigation seeks to refine existing
knowledge in the sphere of consumer behavior in the context of e-commerce by conducting an
examination of their behaviors, identifying challenges inherent in online shopping, and evaluating
the impact of technology on consumer choices.
The projected outcomes are anticipated to refine the present understanding of customers,
specifically ECE students, in online buying. These findings have the potential to provide a
thorough depiction of how technical proficiency and intellectual influences interact to shape
consumer decisions. Furthermore, the study aims to analyze the specific issues encountered by
ECE students in the virtual marketplace, to identify new challenges faced by this distinct cohort.
The acquired insights could have a significant impact on practitioners or online purchasing
platforms. The results are anticipated to lead to the construction of improved and specialized
marketing strategies among the platforms, friendly and intuitive user interfaces, and platforms
specifically designed to appeal to the demands of not only the students but also the general public.
Furthermore, the findings may provide valuable information for policymakers, supporting the
establishment of programmes and regulations that target the most common issues that consumers
face such as online privacy, cybersecurity measures, and consumer-related protection for the
persons involved in e-commerce activities.
VI
CONCLUSIONS
In conclusion, this research investigates the nuanced aspects of online shopping
experiences within the Electronics Engineering (ECE) student community at Technological
University of the Philippines Visayas. The study acknowledges the pervasive shift towards online
shopping in the contemporary consumer landscape, driven by factors such as technological
integration, changing lifestyles, and the impact of digital platforms. Employing a mixed-methods
approach, incorporating the Technology Acceptance Model (TAM) and the Theory of Planned
Behavior (TPB), the research aims to unravel the habits, preferences, and challenges faced by ECE
students in the virtual marketplace. The study holds great importance for academic institutions,
government organizations, consumer researchers, retailers, and e-commerce platforms. It offers
insightful data that can improve user-friendliness, guide online buying policies, and influence
marketing methods. This study is placed within the larger framework of e-commerce development
through a thorough examination of historical background, online shopping trends, and a complete
literature analysis.
In addition, this study situates itself within the larger framework of e-commerce through
an examination of the historical background, online buying patterns, and trends, as well as a
thorough analysis of relevant literature. A comprehensive analysis of changing consumer behavior
in the digital marketplace is made possible by synthesizing findings from earlier research. With
the research design and methods emphasizing a descriptive approach and involving Electronics
Engineering students as respondents, the study aims to contribute not only to academic discourse
but also to practical implications for businesses and policymakers. With e-commerce constantly
changing, this study aims to give a foundation for understanding the particular specifics of the
online shopping environment among ECE students. It also sheds light on their preferences,
challenges, and how technology influences their decision-making.
VII
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