FACTORS INFLUENCING THE PURCHASING BEHAVIOUR OF THE

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES SENIOR

HIGH SCHOOL – ACCOUNTANCY, BUSINESS, AND
MANAGEMENT STUDENTS TOWARDS
ONLINE SHOPPING

A Study
Presented to Mr. Tirsolito Salvador
Polytechnic University of the Philippines
Sta. Mesa, Manila

In Partial Fulfillment of the Requirements in the Subject:

Inquiries, Investigation, and Immersion

By:
GROUP 3

BRIX Q. CERVANTES
NHORMEL V. BAGWANG
MARIFE C. DIZON
KRISHA CLAUDINE S. PEREZ
JASSYLE MAE D. ZAMORA

February 2020
 ii

CERTIFICATION-AND-APPROVAL SHEET

This research entitled “FACTORS INFLUENCING THE PURCHASING BEHAVIOUR OF

THE POLYTECHNIC OF THE UNIVERSITY SENIOR HIGH SCHOOL –
ACCOUNTANCY, BUSINESS AND MANAGEMENT STUDENTS TOWARDS ONLINE
SHOPPING” prepared and submitted by BRIX Q. CERVANTES, NHORMEL V.
BAGWANG, MARIFE C. DIZON, KRISHA CLAUDINE S. PEREZ, and JASSYLE MAE
D. ZAMORA in partial fulfillment of the requirement for the subject INQUIRIES,
INVESTIGATION AND IMMERSION.

_________________________________________
MR. TIRSOLITO SALVADOR
Inquiries, Investigation and Immersion Teacher

Approved by the PANEL OF EXAMINERS on _______________ with a grade

of________.

__________________________ ___________________________
Panelist Panelist

__________________________ ___________________________
Panelist Panelist

Accepted in partial fulfillment of the requirement for the subject INQUIRIES,

INVESTIGATION AND IMMERSION.

MINNA L. COMUYOG, DEM

Principal, PUPSHS
 iii

CERTIFICATION OF ORGINALITY

This is to certify that the research work presented in this dissertation entitled FACTORS
INFLUENCING THE PURCHASING BEHAVIOUR OF THE POLYTECHNIC OF THE
UNIVERSITY SENIOR HIGH SCHOOL – ACCOUNTANCY, BUSINESS AND
MANAGEMENT STUDENTS TOWARDS ONLINE SHOPPING for the degree (Accountancy
Business and Management) at the Polytechnic University of the Philippines embodies the result
of original and scholarly work carried out by the undersigned. This dissertation does not contain
words or ideas taken from published sources or written works that have been accepted as basis
for the award of a degree from any higher education institution, except where proper referencing
and acknowledgment were made.

BRIX Q. CERVANTES
NHORMEL V. BAGWANG
MARIFE C. DIZON
KRISHA CLAUDINE S. PEREZ
JASSYLE MAE D. ZAMORA
Date Signed (18th of February, 2020)
 iv

ACKNOWLEDGEMENT

The researchers would like to express their deepest and sincerest gratitude to all those
people who have helped in making this study an endearing and fulfilling one.
First and foremost, to our Almighty God, for the guidance and protection He has given
throughout the research.
Mr. Tirsolito Salvador, Inquiries, Investigation and Immersion teacher, for his
encouragement and support, and who has been very patient in guiding the researchers and also
for approving the questionnaire the researchers made before distributing to the respondents of the
study.
Mr. Alejandro Catama, our statistician, for her professional expertise, constructive
criticisms, and creditable suggestion for the improvement of the study when we consult our
research to him.
The family of the Researchers, for their unwavering support and help throughout the
entire research journey, financially and in other aspects.
The friends of the Researchers, for helping and supporting the researchers in doing
their research.
 v

ABSTRACT
Title of the Research: Factors Influencing the Purchasing Behaviour of the
Polytechnic of the Philippines Senior High School –
Accountancy, Business and Management Students
Towards Online Shopping
Names of the Researchers: Brix Q. Cervantes
Nhormel V. Bagwang
Marife C. Dizon
Krisha Claudine S. Perez
Jassyle Mae D. Zamora
Year Level: ABM 12-11
Institution: PUP Senior High School
Adviser: Mr. Tirsolito Salvador

The study emphasized on the factors influencing the purchasing behaviour of the ABM
students of the PUP Senior High School. The study employed descriptive method which involves
collecting data in order to test the hypothesis or answer questions regarding the participants of
the study and quantitative methods that emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys,
or by manipulating pre-existing statistical data using computational techniques. The researchers
used stratified random sampling technique under probability sampling. It involves the division of
a population into smaller groups known as strata ensuring subgroups of a given population are
each adequately represented within the whole sample population of a research study. In
determining the sample size of the respondents, the researchers used the Slovin's Formula. The
respondents of the study were the grade 11 and 12 ABM students of PUP Senior High School.
The sample size computed using Slovin’s Formula was 312 respondents and since it was
stratified into the 30 sections of PUPSHS-ABM, the total sample size was three hundred twenty-
nine (329) respondents who participated in the study. A survey questionnaire was used as the
main data gathering instrument. Research instrument were then computed for interpretation using
the frequency and percentage, mean rate, and Spearman rho correlation. Based from the research
study with 329 respondents, the following findings were noted: Demographic Profile of the
Respondents; Student’s Buying Behaviour; Perceived Benefits, Domain Specific Innovativeness,
Shopping Orientations and its significant relationship towards Online Shopping. The findings of
the study revealed that most of the respondents were female, aged 17-18 years old, currently in
Grade 11, and have a monthly allowance of Php 3000 and below. The respondents assessed their
student’s buying behaviour as “neither agree nor disagree” with a total weighted mean 3.26. The
respondents of the study often spend over two (2) hours a day on browsing in the internet
assessing it as “strongly agree” with weighted mean of 4.52. The perceived benefits as assessed
by the respondents was “neither agree nor disagree” with a total weighted mean of 3.13 and
states that they perceived online shopping allows prices to be easily compared with a weighted
mean of 3.67 assessing it as “agree”. The respondents also assessed domain specific
innovativeness and shopping orientations as both “neither agree nor disagree”. Domain specific
 vi

innovativeness has a total weighted mean of 3.00. Shopping orientations has a total weighted
mean of 3.35 and indicates that the respondents have a very high standard and expectations from
the products as they “agree” with a weighted mean of 3.99. Furthermore, the findings revealed
that perceived benefits, domain specific innovativeness, and shopping orientations all have a
significant relationship towards the student’s online buying behaviour. The researchers conclude
that there are different ways on how students shop online, maybe it was being impulsive, having
a very high standards over the products the factors and having comparing of prices. It tends that
respondents were unsure of their buying behaviour and the factors like perceived benefits,
domain specific innovativeness, and shopping orientations as shown on the results of the study.
But, those factors stated can affect how the students shop or buy online as there is a significant
relationship between them. Finally, the following recommendations were drafted: Students
should always think first before purchasing online; Parents should always guide their children in
their decisions and guide their children to avoid impulsive buying; Teachers should educate their
students on how important it is to manage their money properly; And if future researchers were
going to conduct the same study, they may use this as a guide and also recommend that they can
also examine other factors affecting the consumer’s online buying behaviour aside from the three
factors tested in this study.
 vii

TABLE OF CONTENTS
Page
TITLE PAGE …………………………………………………..………………….. i
APPROVAL SHEET …………………………………………………..………… ii
CERTIFICATION OF ORIGINALITY ……………………………..………….. iii
ACKNOWLEDGEMENT ……………………………………………………..... iv
ABSTRACT …………………………………………………………….………… v
TABLE OF CONTENTS ……………………………………………………… vii
LIST OF TABLES ……………………………………………………...………. ix
LIST OF FIGURES …………………………………………………….………… x

Chapter I - THE PROBLEM AND ITS SETTING

Introduction ……………………………………………………….……………… 1
Background of the Study …………………………………………….…………… 2
Theoretical Framework ……………………………………………….………….... 2
Conceptual Framework ……………………………………………….…………… 4
Statement of the Problem ……………………………………………….…………. 4
Objectives of the Study ……………………………………………….………….. 5
Hypothesis …………………………………………….…………………………… 5
Significance of the Study …………………………………………......................... 5
Limitations of the Study ……………………………………………………………. 6
Operational Definitions ………………………………………………...................... 6

Chapter II - REVIEW OF RELATED LITERATURE AND STUDIES

Local Literature ………………………………………………................................ 8
Local Studies ……………………………………………….................................... 9
Foreign Literature ………………………………………………............................ 11
Foreign Studies ………………………………………………................................ 12
Synthesis of the Reviewed Literature and Studies ……………………………….. 13

Chapter III - RESEARCH METHODOLOGY

Research Method Used……………………………………………………………… 15
Population, Sample Size and Sample Technique …………………………………… 15
Description of the Respondents…………………………………………………….. 17
Research Instruments ………………………………………………………………. 18
Data Gathering Procedure…………………………………………………………… 18
Data Processing and Statistical Treatment of Data…………………………………. 18

Chapter IV - PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Presentation, Analysis, and Interpretation of Data ………………………………… 20

Chapter V - SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary …………….……………………………………………………………... 28
Conclusions ………………………………………………………………………… 29
 viii

Recommendations ……………………………………………….............................. 29

REFERENCES …………………………………………………………………… 31
APPENDICES ….……………………………………………………….………... 33
Sample Survey Questionnaire …..…………………………………………………. 34

CURRICULUM VITAE ……………………………………………….………… 37

 ix

LIST OF TABLES

Table Title Page

1 Sampling Technique Used 16
2 Frequency and Percentage on the Profile of Students in Terms 20
of Age
3 Frequency and Percentage on the Profile of Students in Terms 20
of Sex
4 Frequency and Percentage on the Profile of Students in Terms 21
of Grade Level
5 Frequency and Percentage on the Profile of Students in Terms 21
of Monthly Allowance
6 Purchasing Behaviour of the PUPSHS ABM students towards 21
Online Shopping
7 Perceived Benefits of the PUPSHS ABM students towards 23
Online Shopping
8 Domain Specific Innovativeness of the PUPSHS ABM students 24
towards Online Shopping
9 Shopping Orientations of the PUPSHS ABM students towards 25
Online Shopping
10 Spearman rho Correlation to Determine the Relationship of 26
Student’s Buying Behaviour on their Perceived Benefits
11 Spearman rho Correlation to Determine the Relationship of 26
Student’s Buying Behaviour on their Domain Specific Innovativeness
12 Spearman rho Correlation to Determine the Relationship of 27
Student’s Buying Behaviour on their Shopping Orientations
 x

LIST OF FIGURES

Figure Title Page

1 Paradigm for Factors Influencing Students’ Purchasing Behaviour 4
Towards Online Shopping
 CHAPTER I
THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, background of the study, theoretical framework,
conceptual framework, statement of the problem, objectives of the study, assumptions or
hypothesis, significance of the study, limitations of the study and operational definition.

Introduction
Technology is the use of scientific knowledge that is devoted in creating tools used in
practical applications. Technology is very evident in the lives of an individual. It is used in
communicating, at work, home, businesses and in every industry technology has a big part of
their lives. When you look at the technology from the past it is obvious that not everyone have an
access to the technology but as the time goes by, technology has become a part of the lives of an
individual. Internet was introduced to the people, the modernized gadgets and machineries that
made the communication better and our everyday task faster and easier.
In the 20th century, almost every work of an individual, technology is present. From the
laundry, cooking and even in shopping. The rapid development in Internet technology makes it
easier for consumers to purchase goods or services from stores that offer online shopping and
provide detailed information about product data on the Internet. Online shopping is more
convenient than the traditional way of shopping which is going to the mall. Many individual
supported this kind of activity and that is the main reason why it becomes rampant in the modern
world rapidly.
Electronic Commerce, commonly known as E-commerce, refers to the buying and selling
of goods or services using the internet, and the transfer of money and data to execute these
transactions (www.shopify.com). Online Shopping is a form of E-commerce which enables
buyers to use a web browser to purchase goods or services from a seller over the internet. The E-
Commerce world is already competing in the world market (Mohsin, 2019). The online sales are
increasing and it is unstoppable as many people want a more convenient way of shopping or
buying. It has been emerged with fresh ideas and has created endless opportunities for all
(Jukariya & Singhvi, 2018). Small to Medium businesses already engage in building their own
online stores because it also hustle-free for them. Businesses don’t need to have a physical store
when they are only selling online. This only proves that E-Commerce is the way to a more
convenient shopping and selling your goods and services.
Online Shopping in the Philippines is rapidly growing. There are at least 37.7 million e-
commerce users in the country, as of 2018. The country's steady growth in e-commerce can be
traced to the convenience that digital-savvy shoppers are searching for.
Online shopping among Filipinos is becoming a phenomenon as they experience it being
more accessible, time-saving and convenient. When consumers make online purchases, they are
influenced by various factors, including price, trust and convenience.
 2

Young people have been the majority shoppers online that why the researchers aim to
find out the factors which influence the purchasing behaviour of the PUPSHS ABM Students
towards Online Shopping.

Background of the Study

One of the results of the rapid changes of technology is the online shopping. It became a
trend especially to the young and middle aged people. The traditional way of shopping such as
going and roaming around in the mall changed to just scrolling and adding something into your
cart. It made shopping more convenient however it also made shoppers shop impulsively. The
downside of this online shopping is that without making it hard, you can have your desired
things or service.
The Philippines is a fast-growing retail e-commerce market, with Lazada, Shoppee and
Zalora being among the most successful retail e-commerce platforms. Because of ease and
convenience, most Filipinos choose to shop online. Even when they are too busy to go to a real
store, online shopping let them shop. Based on a study commissioned by Visa International,
about nine out of 10 Philippine consumers do their online shopping. Convenience, cost and
offers are the main reasons for online shopping.
Gen Zers are mobile natives. They are an important and prominent group with heavily
digital buying expeditions. They enjoy in-store experiences, with 80% saying they look forward
to shopping in stores when they have time, but 75% prefer to do most shopping online when they
can out of convenience, according to a new Criteo report provided to Marketing Dive
(www.marketingdive.com). Many young consumers in their teens and early twenties were
curious about digital retail formats.
The effect of online shopping is evident to the purchase behavior of an individual
particularly to the students of PUPSHS ABM students. Online stores also offer sales and
discounts. More often than not, when an online shop is offering a big sale, you can see these
students on their phones and scrolling through these online stores. In addition to that, the
researchers aim to find the factors that influence the purchasing behavior of the students.

Theoretical Framework
Theory of Reasoned Action (TRA)
TRA proposed in 1975 has been still been utilized, highlight “behavioral intentions”,
refers to the willingness of performing a specific action under an established situation, and is
determined by the behavioral attitude and the subjective norms. Also referred as Fishbein’s
model (cited in (H. Zhang, Tian, & Xiao, 2014)). In consumer behavior literature TRA is
foundation to understand and predict buying behavior (Yu & Wu, 2007) (K. K. Z. K. Zhang,
Cheung, & Lee, 2014).
Theory of Planned Behavior (TPB)
An extension of TRA, this theory adds two more constructs to the model of “Attitude
towards Behavior” influencing “behavioral intention” influencing “behavior”. One is “Subjective
 3

norms” defined as perceived social pressure to perform or not to perform the behavior. Other is
“Perceived behavioral control” defined as perception of the ease or difficulty of performing the
behavior of interest (Ajzen, 1991).
Technology Adoption Model (TAM)
Technology Acceptance Model (TAM) is the most cited (Cha, 2011) model which
explains adoption of Information Technology through adopting Theory of reasoned action (TRA-
Fishbein and Ajzen, 1975). It is specific to information system usage which is dependent upon
six variables namely: “perceived usefulness”, “perceived ease of use”, “attitude towards use”,
“intention to use” and “actual usage” (Davis, 1989).
Where “perceived usefulness” (PU) is the degree to which a person believes that a
particular system would enhance his or her job performance; “perceived ease of use” (PEU) is
the degree to which a person believes that using a particular system would be free of effort;
“attitude towards use” is the user’s evaluation of the desirability of employing a particular
information system application. Behavioral “intention to use” is a measure of the likelihood a
person will employ the application Davis (1989) asserted that PU and PEU represent the beliefs
that lead to such acceptance.
Motivational Model
Motivation with other psychological factors like perception, learning and attitude is
always been cited as major factors influencing consumer to buy even by Kotler (2000) and
Schiffman (2000). Different studies explored consumer motives to buy online. A detailed
typology (Shrivastava, 2011) classified motives into: Pragmatic motivations (e.g. Convenience,
Learning about new Trends, Ease of use, Comparison), Product motivations (e.g. Availability,
variety, quality), Service excellence motivations (Accessibility, Timely delivery, Reliability,
Responsiveness), Economic motivations (discounts and deals, competitive prices) Hassel
reduction motivations (e.g. transportation, timing, driving and parking), Social motivations (e.g.
social influence, peer pressure, social learning, status and authority), Hedonic motivations (Self-
gratification, fun-of- buying , Going through search pages, Sensory stimulations, Impulsive
shopping ). Rest named as exogenous motivations (Prevision online experience, life style, trust).
Understanding of online buying motivation is insufficient to explain the complexities on online
buying behavior.
4

Conceptual Framework

Input Process Output

1. Purchasing 1. Data gathering by “Factors Influencing

behavior towards means of a survey the Purchasing
online shopping questionnaire for the Behavior of the
2. Impact of respondents of the Polytechnic
perceived benefits study. University of the
on online buying 2. Documentation of Philippines Senior
behavior the data gathered. High School -
3. Domain specific 3. Analyzing the data Accountancy,
innovativeness on gathered from the Business, and
purchasing behavior respondents of the Management
4. Shopping study. Students towards
orientations on Online Shopping”
 behavior

Figure 1: Paradigm for Factors Influencing Students’ Purchasing Behavior Towards

Online Shopping

The figure above shows the relation of the input, process, and output of this study. The
input shows the purpose of the study and the problems that the study want to determine like the
purchasing behavior towards online shopping and impact of perceived benefits, domain specific
innovativeness and shopping orientations to the online buying behavior of ABM students. In the
part of the process, it shows the process to be used to answer the questions or problems of the
study. In this study, researchers will make a survey questionnaire that will be distributed to the
respondents as a means of gathering the data needed. The output of the study contains the result
of identifying the factors influencing the purchasing behavior of Polytechnic University of the
Philippines Senior High School – Accountancy, Business, and Management students towards
online shopping.

Statement of the Problem

The purpose of this study is to analyze the factors influencing the purchasing behavior of
PUPSHS ABM Students towards online shopping. Specifically, the proponents seek to answer
the following:
1. What is the demographic profile of the students in terms of:
a. age
5
b. sex
c. grade level
d. monthly allowance
2. What is the purchasing behaviour of the PUPSHS-ABM Students towards online
shopping?
3. What is the perceived benefit on the online buying behaviour of the PUPSHS-ABM
Students?
4. How domain specific innovativeness affect the purchasing behaviour of the PUPSHS-
ABM Students on internet?
5. How shopping orientations influence the online buying behaviour of the PUPSHS-
ABM Students?
6. Is there a significant relationship between student’s buying behaviour and:
6.1. perceived benefits of the PUPSHS-ABM Students;
6.2. domain specific innovativeness of the PUPSHS-ABM Students; and
6.3. shopping orientations of the PUPSHS-ABM Students ?
Objectives of the Study
· To assess the knowledge, attitude, and practice of the PUPSHS ABM students towards
Online Shopping.
· To determine barriers and concerns related to the shipment of the ordered products.
· To describe what factors customers take into account in making such decisions as to the
quality, price and the convenience of the Online Shopping.
· To develop a budget as being addicted to the Online Shopping.

Hypothesis
H1: There is significant relationship between perceived benefits and the online buying
behaviour of the PUPSHS-ABM Students
H2: There is significant relationship between domain specific innovativeness and the
online buying behaviour of the PUPSHS-ABM Students
H3: There is significant relationship between shopping orientations and the online buying
behaviour of the PUPSHS-ABM Students

Significance of the Study

A lot of people are getting more and more addicted on Online Shopping. In line with this,
this study would help the readers to understand more of the factors that influence the purchasing 6
behaviour of the students, especially the ABM students.

The results of the study will be beneficial to the following:

Students. The findings of this research will help students, especially ABM students, to know
the factors that influrlence them to buy online.
Parents. The outcome will also help the parents to understand their children who buy online.
Teachers. The given data would guide the teachers to have a deeper understanding about
this study and identify the factors influencing the purchasing behaviour of the students towards
online buying.
Future Researchers. This study will serve as basis for future researcher. This would help
them improve their skills and strategy in engaging research.
Other part of the society. This study also adds knowledge to the research area of online
shopping.

Limitations of the Study

 The research that will be conducted limits itself in determining the factors influencing the
purchasing behaviour of the ABM students of the Polytechnic University of the Philippines
towards online shopping. The study focused only on three factors: perceived benefits, domain
specific innovativeness, and shopping orientations and choosing the ABM strand as the focus of
the study.

Operational Definitions
The following are the operational definitions of the terms used in the study:
Purchasing Behavior also associated with the term “consumer buying behavior” which
refers to the sum total of a purchaser's attitudes, preferences, intentions, and decisions regarding
his / her behavior in the marketplace when buying / purchasing a product or service.
Online Shopping refers to the action or activity of buying goods or services via the
Internet, specifically, using apps like Lazada, Shoppee and Zalora.
Generation Z refers to the generation that was born between 1996 and 2010, following
the millennials. This generation has been raised on the internet and social media, with some the
oldest finishing college by 2020 and entering the workforce.
Perceived Benefits is the customers' evaluation of the merits of a product or service and
its ability to meet their needs and expectations, especially in comparison with its peers.
Domain Specific Innovativeness captures an individual's predisposition toward a
product class and reflects the tendency to learn about and adopt new products within a specific 7
domain of interest.
Shopping Orientations could be defined as a shopper's style that places particular
emphasis on a shopping-specific lifestyle encompassing shopping activities, interests and
opinions, and reflecting a view of shopping as a complex social, recreational and economic
phenomenon.
 CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies after the thorough search done by
the researchers. This will also present the related legal bases, theoretical and conceptual
framework for better comprehension to the study.

Local Literature
According to Zialcita (2019), the E-commerce industry is making a steady growth in the
market. There are 67 million Filipinos who are active in online shopping last January 2018
according to the Internet World stats. The Philippines ranked number one in the world in terms
of social media use and amount of time spent online and businesses believe that, that's the reason
why E-commerce is very ideal for our country. The CEO and co-founder of the online shoo,
ZALORA said that their company has seen accelerated growth in the last 2 to 3 years.
According to Campos, about 2% of the retail market is done through online. Because of
consistent growth of E-commerce, the government saw a big potential in it. They also encourage
entrepreneurs to create their own business in the online world as they enter 2019.
As reported by Philippine Daily Inquirer’s Pedroso (July 2015), MasterCard’s study
found that Filipinos turn to the Internet to purchase the following: Airline tickets (38.4 percent),
home appliances and electronic products (35.1 percent), clothing and accessories (31 percent),
hotels (29.9 percent) and computer software (29.4 percent).
Meanwhile, sites of apps stores (50.1 percent), music downloads (42.6 percent) and home
appliances/electronic products (38.2 percent) draw the most web traffic, the study also showed.
Why do Filipinos go online to shop? Ease and convenience are the most cited reasons. “Most of
the Filipino respondents are satisfied with online shopping, describing it as easy (73.3 percent),
convenient (71.9 percent), or fun (64.4 percent), and expressing greater likelihood to purchase in
the next six months (79.2 percent). The study also found more Filipinos using their mobile
phones to purchase items— from 21.4 percent in 2012 to 34 percent in 2014, with 94.2 percent
of participants able to access the Internet via smart phones, MasterCard noted, adding that those
who purchased via mobile phones did so because they were able to do it “on the go.”
According to Osorio (2019), Filipinos actively participated in online-led shopping
occasions such as Single’s Day and 12/12, led by e-tailers Lazada and Shopee. Having gotten
their feet wet in these digital retail pools, Filipino consumers will continue to explore online
buying this year across categories, as ecommerce hits the masses.
Centennials — the generation born from the mid-1990s, also known as Generation Z,
GenEdge and Homelanders — are mobile natives. They are an essential and influential segment
whose buying expeditions will be heavily digital. To better understand their buying habits, DAN
Philippines, in collaboration with eConsultancy, implemented a shopping-habits study focusing
on this critical group. These young buyers in their teens to early 20s are excited about digital
 9

retail formats. Yet they can be a tough crowd, uncompromising in their demand for good value
and great user experience. In this report, we will show brands eight critical insights to navigate
this segment, and summarize with imperatives to bolster ecommerce strategies in 2019.
Regardless of the nature of their business, local entrepreneurs are encouraged to adopt e-
commerce strategies to take advantage of the growing online market. Robert Gantuangco,
director and co-founder of Digital Commerce Association of the Philippines (DCOM.ph) said
there is robust potential for e-commerce to grow in the Philippines, on the back of the country’s
strong 41 percent Internet penetration rate. With this development, he urged local entrepreneurs
to embrace e-commerce so they could grow their businesses and expand their target markets,
including those overseas. He noted that since the birth of the digital economy in 2000, seven
foreign-origin websites, namely, Amazon, Lazada, Metro Deal, Alibaba, Ali Express, Ebay and
Zalora, have become the most visited shopping destinations by Filipino Internet users, according
to Alexa.com. E-commerce also opens business opportunities in sales and after-sales support
service, warehouse and shipping, payment collection, import and exports.
According to Dr. Fermin G. Castillo, Jr., understanding Filipino consumer buying
behavior as they behave in the market place is very important nowadays specially for marketing
research. This behavior is evolving into worldwide standards in terms of product appeal and
acceptance. The Filipinos are known for their unique characteristics that can only be patent to
Filipino consumers as they search for products they need and want. Some of the practices,
however, can be seen among neighbor Asians as they have commonality in terms of buying
habits and attitudes. The existence of big malls and shopping centers in the Philippines is a good
manifestation that buying and selling of goods is very fluid. A lot of malls and shopping centers
across the metropolis continue to serve the general public regardless of its class in society.
Entrepreneurial mentality was also introduced in the Philippine market today which showcased
Filipino inventions and discoveries. With such inventions, there are a lot of choices in terms of
products and services which will create healthy competition among same product lines. The
buying decisions of typical Filipino buyers are also dependent on their budget to some extent.
The recent global financial crisis has somehow influenced them to think of buying more durable
products which they hope can last for a lifetime. Finally, the products and services will be test
based on the Filipino consumer buying habits as they capture their buying power in general.

Local Studies
According to Korina Pinca-Legaspi (2015) in her research entitled “Online Shopping
Behavior of Students in the College of Business Administration,” online shopping is becoming a
trend for busy people, especially the young people and those with the experience of shopping and
buying online. The researcher believed that the students at the College of Business
Administration, like other colleges providing business education, are more educated about
purchasing or shopping online. The researcher was therefore motivated to carry out this study in
order to find out whether this statement is particularly true for CBA students. This research study
was done to determine whether online shopping was common to students of College of Business
Administration, their perceptions and motives for buying online and to find out their
entrepreneurial mindset.
 10

The finding of this research showed that females tend to shop online compared to males.
Perhaps because females are more likely to shop in physical stores and as well as online. 16 to
24-year old individuals may be more familiar with the internet and social media, but because of
financial constraints and risks involved; they are not the most ideal market for online retailers.
Therefore, a wide range of goods or items must be marketed for different brands. Because of
financial insufficiency, the younger age group were hesitant to buy online and are cautious about
shopping online.
Tubio, Altaque, Lucero, Tagam, Toling Veri and Mahinay (2016) from Mindanao
University of Science and Technology conducted a study entitled ‘Consumer Perception and
Purchase Behavior on Online Shopping among Students on Mindanao University of Science and
Technology’ to investigate the factors that affect the consumer’s perception and their purchase
behavior in online shopping. Based on the study, convenience, benefits, leisure and security are
the four elements or factors that influence the consumer’s buying behavior towards online
shopping. However, purchase behavior is affected by the consumer’s perception. The way a
consumer responds to certain online products is determined through his purchase behavior like
his product choice and even the brand choice. The worth of a product in the minds of the
consumer is very much capable in predicting the purchase intentions of the products (Chen
& Dubinsky, 2003). The researchers made hypothesis to determine whether there’s a
significant relationship between consumer perception and purchase behavior on online shopping.
The results of the research have shown that there is a significant relationship between perception
and behavior, which means that if their perception is high then their behavior is high as well. The
researchers have concluded that individuals take wise and logical decisions. These decisions
offer them the greatest benefit or satisfaction - given the available choices - and are also in their
utmost self- interest. Furthermore, the study emphasizes that the increase of consumer perception
on online shopping can lead to an increase of purchase behavior.
In 2017, Digs, Domingo and Consignado conducted a study entitled, “Perceived Risks
and Online Purchase Intention of Young Professionals in the Fifth District of Cavite.” They
aimed to identify participants’ intention to buy online as being influenced by the demographic
profile and perceived risks. Despite the significant growth of online shopping, negative aspects
are also becoming more frequently associated with this alternative shopping method. Consumers
perceive a higher level of risk when purchasing on the internet compared with traditional retail
formats. Young professionals considered the perception that the product purchased may not
work as originally expected; potential time-loss; financial loss and the possibility that the
delivery of the products will be damaged and sent to the wrong place, as high risk. Given the
awareness of potential risks, young professionals were interested in purchasing online but online
shopping would not be frequent.
This study determines the factors that may affect the intention of young professionals to
buy online. It includes the demographic profile such as sex, civil status, job and monthly net
income, and perceived risks. Although there were several potential risks associated with online
shopping, only those five risks enumerated from Masoud’s study (2013) were evaluated in this
research study. These are commodity, time, financial, distribution and risk to society. Results
show that online purchase intention is independent of the participants’ age, marital status,
occupation and monthly income. However, the desire to shop online is influenced by the
perceived product, time, financial, delivery and social risks. Furthermore, the results of the study
 11

clearly show that, given the potential threats, participants still intend to shop online, though less
frequently, which is something online marketers can capitalize.
According to Maala, Novenario and Muya (2018), people use the internet to shop, to
obtain information, socialize, entertain, connect, and/or even to engage with businesses online.
Information and Communication Technology made the lives of the people and made the
communication process better because of the internet. As the internet continue to grow, online
shopping was born. E-commerce or Online Shopping is one of the hottest trends nowadays.
Through the help of E-commerce purchasing and transacting doesnt need to be done physically
and it can completely done using the internet. E-commerce has made it easier for people to buy
their common necessities and wants with a lot option they can choose from. E-commerce could
be our way of being one of the top, through E-commerce, the Philippines can achieve to be one
of the top e-commerce countries in the ASEAN.
According to VISA (2015), a recent study from Visa eCommerce Consumer Monitor
2014 showed that 9 out of 10 Filipino consumers go online shopping for at least once a month.
The survey also showed that 72% of the Filipino consumers shopped online in the last 12
months. The 58% of respondents said that they go online shopping because it is convenient, 47%
said because of the price and 46% said that the go online shopping because of the offered deals.
According to Stuart Tomlinson, Visa Country Manager for the Philippines and Guam, as E-
commerce industry has become more popular to the Filipino consumers it is expected to have a
steady increase in online shopping and growth in the country. Based on the study made by the
Visa most of the online transactions are bill payments, purchasing fashion-related items and
movie tickets. Study showed that 63% of the Filipinos compared prices of the items they want
rather than going to the physical stores. Filipino consumers also said that they choose online
shops which store payment details for a faster checkouts. Most Filipino still prefer desktop
purchases but there's also a growing number of consumers who purchase using their phones.
They prefer purchasing in local stores for a faster delivery and less risk of lost orders. Filipino
consumers love goods and services that make their lives easier or convenient and that is what
online shopping provides.

Foreign Literature
According to Weibke Reile, purchasing behavior is also affected by demographics,
channel knowledge, and shopping orientation. However, these are not just factors that are
observable. There are also factors which can lend to having higher transaction rates and having a
glimpse into shopping behaviors. Purchasing behaviour of the consumer can be influence by
their opinion and interest that qill be affected by their demographics such as age,gender, culture
and so on.
According to Brizfeel, about one-third of consumers said the top reason to shop online is
the ability to shop 24/7, followed by lower price, convenient, and save time. People nowadays
choosw to shop online because it is availble anytime. You can shop whenever you wabt. Other
factors that affect the decision of buyer to buy online are the flexibility of price and conveniency.
According to Gary Drenik, when shopping online, free shipping and low prices are
actually less important for millennials than they are for older age groups. Instead, millennials are
 12

more likely than their older peers to prioritize convenience. This means that, millenials purchase
online because this makes their lives easier.
Penelope Markellou, Maria Rigou and Spiros Sirmakessis in their book, The online
consumer is empowered with new, exciting capabilities: he can search globally for
products/services, compare available options, find additional information, read the opinion of
other people who have bought the product/service, or proceed with the transaction. With this,
consumers can easily pick a realiable and durable products without going outside.
According to Shruti Thakur and Priya Chetty, flexibility in price is one of the most
important factors affecting online consumer behaviour. Price is one factor that influence the
online buyer. Online shopping is popular because of its price transparency and low priced items.
In addition, most of the consumers are attracted to freebies, sales and free shipping items because
it is a good deal purchase to them.

Foreign Studies
The World Wide Web has propelled in no small extent of changes in the attitude and
behavior of people all over the world. Due to this blessing, online shopping has emerged which
influenced the lives of ordinary citizens. Online shopping has also been started in Bangladesh,
but consumers are not much habituated yet to go online shopping frequently. The study proposed
by Rahman, et al. (2018) is undertaken to understand the behavior of online shoppers through a
self-constructed questionnaire from Dhaka city. The survey reveals that consumers do online
shopping because it saves time, offers home delivery, provides ease in shopping and offers more
variety of products for apparels, accessories, and ticketing than that of brick and mortar stores.
They mostly rely on price and their experience as the basis of the quality judgment of items in
online shopping and for payment system they prefer cash on delivery option. Most of the
shoppers get the information primarily from Facebook advertisements which is pursued by
friends and family by following their “word of mouth” communication. However, privacy and
inability to touch and feel are the most disliking factors for online shoppers.
In a study conducted by Lim, Y. G. Et al. (2016) entitled “Factors Influencing Online
Shopping Behavior: The Mediating Role of Purchase Intention”, the researchers want to
determine the relationship between subjective norm, perceived usefulness and online shopping
behavior while mediated by purchase intention. It can be depicted that subjective norm and
perceived usefulness significant positively influence online purchase intention but subjective
norm insignificant influence shopping behavior in a negative way. It is interesting to note that
perceived usefulness also insignificantly influence online shopping behavior. Findings also
revealed that purchase intention significant positively influence online shopping behavior.
The study proposed by Kibet (2016) has one main objective which was to assess the
behaviours of consumers towards online shopping in Nairobi County, Kenya. The specific
objectives included selecting an appropriate framework from previous research studies, collect
data and use it to assess the adopted framework. The final specific objective was to make
necessary recommendations to the framework based on the results of study. The theoretical
framework that informed the research was the Decomposed Theory of Planned Behaviour
(DTPB) which was operationalized through a conceptual framework. It was hypothesized and
 13

statistically confirmed that perceived ease of use, perceived usefulness, compatibility and trust
between shopping online and shoppers’ needs, positively affect attitude toward purchasing
online. It was hypothesized and empirically supported that external influence positively impacts
a shopper subjective norm towards online purchasing while a positive relationship between
interpersonal influence and subjective norm was not supported.
Bauboniene and Guleviciute (2015) on their research entitled “E-Commerce Factors
Influencing Consumers’ Online Shopping Decision” look at the factors driving online shopping
and develop an understanding of the factors influencing the online shopping by the consumers.
That was done by exploring the factors that encourage consumers to shop online through analysis
of such advantages like security, fast delivery, comparable price, convenience, cheaper prices
and a wider choice. At the same time, the research reveals the factors that are discouraging for
consumers and the benefits received by buyers making purchases online. Specifically, the
research explores how online shopping can be affected by such factors as age, gender or
occupation.
Islam (2018) aims to determine the factors that play significant roles in creating purchase
intention towards the online clothing products in Bangladesh on his research entitled “Factors
Affecting Consumer Purchase Behavior Towards Online Clothing Products in Bangladesh”.
Factor analysis and regression were used to test the model. The regression model suggested that
customer purchase intention was induced most by the online marketing activities of the online
retailers, followed by pricing strategy implemented and sense of security provided (in that order).
To understand customer purchase intentions better, it may be important to look at additional
factors or seek better measures of the constructs. The study suggests that online retailers should
heavily focus on online promotions and pricing.

Synthesis of Reviewed Literature and Studies

Through the local and foreign sources of documents as bases for sound outcomes, the
study was established.
The E-commerce industry was really having its steady growth in the market where more
people were being engaged in this online shopping every year. Online shopping becomes a trend
for people especially for those busy and young people as supported by Korina Pinca-Legaspi
(2015).
Consumers tend to shop online because of ease and it is more convenient and can save
time. They can choose their desired products with quality easier because they just have to use
phone, Internet, websites to search for what they want. Unlike going to physical stores,
customers will spend amount of time to go to the place where the store was established and also
take time to choose what they will buy in many options that they’re given.
Aside from those reasons why people tend to shop online was the consumer’s behaviour
towards online shopping. There are lots of factors that influence their behaviour like their
opinions, the brand, their perceived benefits, perceived usefulness, trust, security, conveniency,
price of product, the delivery, and even their impulse in buying something online. These factors
can be positive significantly relevant or in a negative way.
 14

The above studies and literature mainly aim to determine the relationship between the
factors that influence buying behaviour and online shopping coming up with similar results that
different factors affect how a customer explores, buys, or shops online.
The related literature and studies, both local and foreign, have relevance to the present
research because they provide enough insights and they all focus the same purpose and that is, to
know the factors influencing the purchasing behaviour of consumers towards online shopping.
 15

CHAPTER III
RESEARCH DESIGN AND METHODOLOGY

This portion of the research study presents the methods and procedures used in the study.
It includes the research method used, population, sample size and sampling technique,
description of respondents, research instruments, data gathering procedure, and the statistical
treatment of data.

Research Design
The research method used by the researchers was the descriptive research method
wherein survey questionnaire was used to gather data. This method was used because the
researchers believed that this method was appropriate for their chosen topic or problem.
Descriptive research involves collecting data in order to test the hypothesis or answer
questions regarding the participants of the study. Descriptive research provides an accurate
description of characteristics of a particular individual, situation, or group.
According to Oxford Reference, quantitative research is a method of investigating
phenomena which involve the collection and analysis of numerical data. Such methods are
particularly associated with surveys and experiments.

Population, Sample Size and Sample Technique

The target population for a survey was the entire set of units for which the survey data
were to be used to make inferences. Thus, the target population defines those units for which the
findings of the survey are meant to generalize (P. Lavrakas, 2008). The target population of this
study were Senior High School students in Polytechnic University of the Philippines who are
currently taking Accountancy, Business, and Management Strand with a total population of 1411
students. PUPSHS ABM Strand was composed of two grade level: Grade 11 and 12.
The findings of this study are accurate at the 95% Confidence Level. The stratified
sampling method was used in this research.
Stratified random sampling is a method of sampling that involves the division of a
population into smaller groups known as strata. In stratified random sampling or stratification,
the strata are formed based on members' shared attributes or characteristics. It is one that ensures
subgroups of a given population are each adequately represented within the whole sample
population of a research study.
In determining the sample size of the respondents, the researchers used the Slovin’s
Formula. This formula was quite popularly used for determining the sample size for a survey
research.
 16

Slovin’s Formula
N
n = ------------
1 + Ne²

where: n is the sample size

N is the population size
e is the margin of error

Sections in Grade 12 of PUPSHS ABM Population % Sample

Strand
1 48 0.2211 11
2 48 0.2211 11
3 47 0.2211 10
4 45 0.2211 10
5 47 0.2211 10
6 45 0.2211 10
7 46 0.2211 10
8 45 0.2211 10
9 47 0.2211 10
11 47 0.2211 11
12 46 0.2211 10
13 47 0.2211 10
14 46 0.2211 10
15 43 0.2211 10
Subtotal 647 143

Sections in Grade 11 of PUPSHS ABM Population % Sample

Strand
1 49 0.2211 11
 17

2 46 0.2211 11
3 50 0.2211 11
4 46 0.2211 10
5 50 0.2211 11
6 46 0.2211 10
7 50 0.2211 11
8 46 0.2211 10
9 50 0.2211 11
10 45 0.2211 10
11 49 0.2211 11
12 45 0.2211 10
13 50 0.2211 11
14 46 0.2211 10
15 49 0.2211 11
16 46 0.2211 10
Subtotal 764 169
TOTAL 1411 312

Table 1
Sampling Technique Used
Using the Slovin’s Formula, given that the margin of error is 0.05, the computed sample
size out of the 1411 students was 312. The sample size was stratified into the 14 sections of
Grade 12 and 16 sections of Grade 11, getting a subtotal of 647 and 764 respectively, by
multiplying it to the equivalent percentage of the sample size to the population which is 22.11%.

Description of the Respondents

The respondents of the study were the selected Senior High School students focused on
the Accountancy, Business and Management strand of Polytechnic University of the Philippines.
ABM strand was divided into two grade level: Grade 11 and Grade 1 which compose 16
and 14 sections respectively. They were the ones who have enough knowledge to answer the
problems posed in our study. They answered the questionnaire that we gave to them which
supplies the information that we need.
 18

Research Instruments
For the researchers to collect, measure and analyze the data and information they need,
answer the questions they have, and determine the result of the study, they used an instrument or
a measurement device, specifically a questionnaire.
Questionnaire. The researchers used a standardized questionnaire and modified it to
obtain the needs of the research. They used this specific type of questionnaire in order to find out
about the profile of the respondent in terms of age, sex, their grade level and monthly allowance.
In the questionnaire, they used different types of questions such as close ended questions and
likert scale. For the demographic profile, close ended questions were used. Likert scale was used
in assessing the student's behaviour towards online shopping.

Data Gathering Procedure

The researchers used a researcher-made instrument to gather data from PUPSHS ABM
students, which was chosen to be the sample, that was validated by their Inquiries, Investigation,
and Immersion teacher. The researchers gathered data the student’s buying behaviour and the
factors influencing the purchasing behaviour of students towards online shopping.
Retrieval. The researchers collected the survey questionnaires from the Grade 11 and 12
ABM students. After the papers are collected, the data gathered were analyzed and tallied.

Data Processing and Statistical Treatment of Data

The data gathered through the questionnaire were tallied, tabulated, analyzed, and
interpreted using the following statistical tools and procedures:
Frequency and Percentage. It is used in presenting the profile of the respondents.
Frequency is defined as the number of times that a particular score or observation occurs; it is the
number of observations falling in some cell or in some classification categories. A percentage
distribution aids comprehension, so a frequency is often converted into a percentage distribution
by dividing the frequency in each class by N and multiplying each result by 100 (Brion and De
Jose, 1998). The formula was:
P = 𝑓 / 𝑁 x 100%
where: f = frequency
N = Total number of respondents
Weighted Mean. It is an average computed by giving different weights to some of the
individual values. If all the weights are equal, then the weighted mean is the same as the
arithmetic mean. It represents the average of a given data. The Weighted mean is similar to
arithmetic mean or sample mean. The Weighted mean is calculated when data is given in a
different way compared to an arithmetic mean or sample mean.
 19

Spearman Rank Order Correlation Coefficient. Spearman Rank Order Correlation

Coefficient is used in calculating the relationship between variables classified according to rank
or order. CHARLES SPEARMAN is the co-founder of the coefficient of correlation and it is
used for ordinal data. In this study, this was used instead of Pearson’s r because the data was not
a normal distribution. The formula was:
rho = 1 – 6Σd²
n (n²–1)

Shapiro wilk test and Kolmogorov-smirnov. Those are used to test the normality of the
data. They compare the scores in the sample to a normally distributed set of scores with the same
mean and standard deviation; the null hypothesis is that “sample distribution is normal.” If the
test is significant, the distribution is non-normal. For small sample sizes, normality tests have
little power to reject the null hypothesis and therefore small samples most often pass normality
tests. For large sample sizes, significant results would be derived even in the case of a small
deviation from normality although this small deviation will not affect the results of a parametric
test.
 Chapter IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter shows and discusses the data gathered on the demographic profile of the
respondents and the assessment of the factors influencing the purchasing behaviour of PUPSHS
ABM students. The data given were shown in tabular forms followed by analysis and
interpretation of data based on the statement of the problems stated in Chapter 1.

Table 2
FREQUENCY AND PERCENTAGE ON THE PROFILE OF STUDENTS
IN TERMS OF AGE

Age Frequency Percentage (%)

Below 15 years old 1 0.30
15 - 16 years old 81 24.62
17-18 years old 239 72.64
19 years old and
8 2.43
above
Total 329 100

Table 2 presents the profile of the respondents in terms of age. There are 1 respondent
aged below 15 years old, 81 respondents aged 15-16 years old, 239 respondents aged 17-18 years
old, and 8 respondents aged 19 years old and above. The result indicates that most of the
respondents were 17-18 years old.

Table 3
FREQUENCY AND PERCENTAGE ON THE PROFILE OF STUDENTS
IN TERMS OF SEX

Sex Frequency Percentage (%)

Male 57 17.33
Femal
272 82.67
e
Total 329 100

Table 3 presents the profile of the respondents in terms of sex. There are 57 respondents
that were male and 272 respondents that were female. The result indicates that most of the
respondents were female.
 21

Table 4
FREQUENCY AND PERCENTAGE ON THE PROFILE OF STUDENTS
IN TERMS OF GRADE LEVEL

Grade Level Frequency Percentage (%)

Grade 11 179 54.41
Grade 12 150 45.59
Total 329 100
Table 4 presents the profile of the respondents in terms of grade level. There are 179
respondents currently in Grade 11 and 150 respondents that were currently in Grade 12. The
result indicates that there was more Grade 11 than Grade 12 respondents of the study.

Table 5
FREQUENCY AND PERCENTAGE ON THE PROFILE OF STUDENTS
IN TERMS OF MONTHLY ALLOWANCE

Monthly Allowance Frequency Percentage (%)

Php 3000 and below 149 45.29
Php 3001 - Php
81 24.62
4000
Php 4001 - Php
49 14.89
5000
Php 5000 above 50 15.20
Total 329 100

Table 5 presents the profile of the respondents in terms of monthly allowance. There are
149 respondents with monthly allowance of Php 3000 and below, 81 respondents with Php 3001
– Php 4000, 49 respondents with Php 4001 – Php 5000, and 50 respondents with Php 5000 above
monthly allowance. The result indicates that most of the respondents have a monthly allowance
of Php 3000 and below.

Table 6
PURCHASING BEHAVIOUR OF THE PUPSHS ABM STUDENTS TOWARDS
ONLINE SHOPPING

Neither
Strongl
Student's Agree
y Disagre Strongl Weighted Remark
Buying or Agree
Disagre e y Agree Mean s
Behavior Disagre
e
e
I'm on the 9 6 16 71 227 4.52 Strongly
internet for Agree
over 2 hours a
day
I previously Neither
visited online 43 51 78 84 73 3.28 Agree or
shopping sites. Disagree
I have been
thinking about Neither
buying from a 41 41 81 98 68 3.34 Agree or
page or Disagree
website.
I have
Neither
accounts on
93 70 54 48 64 2.76 Agree or
multiple
Disagree
shopping sites.
I assume that
online Neither
goods/product 56 87 132 38 16 2.61 Agree or
s are of higher Disagree
quality.
I have bought
products
62 32 35 73 127 3.52 Agree
online more
than once.
I have bought
Neither
products from
80 65 59 54 71 2.91 Agree or
multiple
Disagree
shopping sites.
My online
shopping Neither
experience has 45 38 90 109 47 3.23 Agree or
been very Disagree
good.
I would
Neither
suggest my
38 37 127 80 47 3.19 Agree or
friends to shop
Disagree
online as well.
Neither
Grand Total Weighted Mean 3.26 Agree or
Disagree

Table 6 presents the purchasing behaviour of PUPSHS ABM students towards online
shopping. The data shows that the respondents often spending over two (2) hours a day on
browsing in the internet. Student’s buying behaviour has a grand total weighted mean of 3.26
interpreted as “neither agree nor disagree”.
 23

Table 7
PERCEIVED BENEFITS OF THE PUPSHS ABM STUDENTS TOWARDS
ONLINE SHOPPING

Neither
Percieved Strongly Strongl Weighted
Disagree Agree or Agree Remarks
Benefits Disagree y Agree Mean
Disagree

I shop online.
(24 hrs. a day, 7
129 83 74 31 12 2.13 Disagree
days a week
availability)
I shop online
when I get
complete
33 37 42 114 103 3.66 Agree
information
about the
product.
I have a wide
Neither
variety of
50 57 89 91 42 3.05 Agree or
products and the
Disagree
latest deals.
Online shopping
allows prices to
30 27 67 104 101 3.67 Agree
be easily
compared.
I buy online
when I see user
viewers or 39 27 46 115 102 3.65 Agree
product
comments.
I am purchasing
new or unique Neither
products using 64 67 88 65 45 2.88 Agree or
online Disagree
shopping.
I shop online, as
Neither
many payment
66 71 87 61 44 2.84 Agree or
options are
Disagree
available.
Neither
Grand Total Weighted Mean 3.13 Agree or
Disagree
 24

Table 7 presents the perceived benefits of PUPSHS ABM students towards online
shopping. The data shows that the respondents think that online shopping allows prices to be
easily compared. Perceived benefit has a grand total weighted mean of 3.13 interpreted as
“neither agree nor disagree”.

Table 8
DOMAIN SPECIFIC INNOVATIVENESS OF THE PUPSHS ABM STUDENTS
TOWARDS ONLINE SHOPPING

Domain
Neither
Specific Strongly Strongly Weighted
Disagree Agree or Agree Remarks
Innovativene Disagree Agree Mean
Disagree
ss

I am certain
of shopping Neither
online without 47 46 71 86 79 3.32 Agree or
someone's Disagree
help.
I feel
confident of
Neither
using webs
45 49 95 94 46 3.14 Agree or
for shopping
Disagree
after seeing
other users.
I am typically
the first to
experience Neither
new 71 86 100 53 19 2.58 Agree or
development Disagree
in my circle
of friend.
Before trying
something
Neither
new, my
55 58 100 81 35 2.95 Agree or
colleagues
Disagree
approach me
to consult.
Neither
Grand Total Weighted Mean 3.00 Agree or
Disagree
 25

Table 8 presents the domain specific innovativeness of PUPSHS ABM students towards
online shopping. The data shows that the respondents they are certain of shopping online without
someone’s help. Domain specific innovativeness has a grand total weighted mean of 3.00
interpreted as “neither agree nor disagree”.

Table 9
SHOPPING ORIENTATIONS OF THE PUPSHS ABM STUDENTS TOWARDS
ONLINE SHOPPING

Neither
Shopping Strongly Strongl Weighted
Disagree Agree or Agree Remarks
Orientations Disagree y Agree Mean
Disagree

Once I buy
products online,
I feel impulsive. Neither
Once a brand I 45 51 87 83 63 3.21 Agree or
liked from e- Disagree
shopping, I’m
sticky with
I feel freed
Neither
when I purchase
56 67 106 72 28 2.84 Agree or
products
Disagree
randomly.
I intend to buy Neither
online 59 63 84 78 45 2.96 Agree or
attentively. Disagree
I would rather
buy well-known 25 28 84 112 80 3.59 Agree
brands.
Once a brand I
Neither
liked from e-
38 56 96 88 51 3.18 Agree or
shopping, I’m
Disagree
sticky with it.
The availability
of quality 26
15 20 57 129 108 3.90 Agree
products is
essential to me.
Via e-retailer, I 34 44 136 74 41 3.13 Neither
find high- Agree or
quality Disagree
 products.
I have a very
high standard
and
12 18 65 99 135 3.99 Agree
expectations
from the
products.
Neither
Grand Total Weighted Mean 3.35 Agree or
Disagree

Table 9 presents the shopping orientations of PUPSHS ABM students towards online
shopping. The data shows that the respondents have a very high standard and expectations from
the products. Shopping orientations has a grand total weighted mean of 3.35 interpreted as
“neither agree nor disagree”.

TABLE 10
SPEARMAN RHO CORRELATION TO DETERMINE THE RELATIONSHIP OF
STUDENT’S BUYING BEHAVIOR ON THEIR PERCEIVED BENEFITS

P-
Indicators Decision Remarks
value
Student's Buying Reject
.000 Significant
Behavior Ho
Reject
Perceived Benefits .000 Significant
Ho

Table 10 presents the Spearman rho correlation to determine the relationship of student’s
buying behaviour on their perceived benefits. The result indicates that there is a significant
relationship between them.

TABLE 11
SPEARMAN RHO CORRELATION TO DETERMINE THE RELATIONSHIP OF
STUDENT’S BUYING BEHAVIOR ON THEIR DOMAIN SPECIFIC
INNOVATIVENESS

Indicators P-value Decision Remarks

Student's Buying Behavior .000 Reject Ho Significant
Domain Specific
.000 Reject Ho Significant
Innovativeness

Table 11 presents the Spearman rho correlation to determine the relationship of student’s
buying behaviour on their domain specific innovativeness. The result indicates that there is a
significant relationship between them.
 27

TABLE 12
SPEARMAN RHO CORRELATION TO DETERMINE THE RELATIONSHIP OF
STUDENT’S BUYING BEHAVIOR ON THEIR SHOPPING ORIENTATIONS

P-
Indicators Decision Remarks
value
Student's Buying Reject
.000 Significant
Behavior Ho
Reject
Shopping Orientations .000 Significant
Ho

Table 12 presents the Spearman rho correlation to determine the relationship of student’s
buying behaviour on their shopping orientations. The result indicates that there is a significant
relationship between them.
 CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents all summary of findings that were revealed and gathered from the
previous chapter. This also includes all the conclusions that were based on the summary of
findings and the recommendations for the outgrowth of the study.

Summary of the Findings

1. What is the demographic profile of the students in terms of:
1.1. age
Most of the respondents were 17-18 years old with a percentage of 72.64.
1.2. sex
Most of the respondents were female with a percentage of 82.67.
1.3. grade level
Most of the respondents were Grade 11 with a percentage of 54.41.
1.4. monthly allowance
Most of the respondents have a monthly allowance of Php 3000 and below with a
percentage of 45.29.
2. What is the purchasing behaviour of the PUPSHS-ABM Students towards online shopping?
Respondents often spend over two (2) hours a day on browsing in the internet. Student’s
buying behaviour has a grand total weighted mean of 3.26 interpreted as “neither agree nor
disagree”.
3. What is the perceived benefit on the online buying behaviour of the PUPSHS-ABM Students?
Respondents think that online shopping allows prices to be easily compared. Perceived
benefit has a grand total weighted mean of 3.13 interpreted as “neither agree nor disagree”.
4. How domain specific innovativeness affect the purchasing behaviour of the PUPSHS-ABM
Students on internet?
Respondents they are certain of shopping online without someone’s help. Domain
specific innovativeness has a grand total weighted mean of 3.00 interpreted as “neither agree nor
disagree”.
5. How shopping orientations influence the online buying behaviour of the PUPSHS-ABM
Students?
Respondents have a very high standard and expectations from the products. Shopping
orientations has a grand total weighted mean of 3.35 interpreted as “neither agree nor disagree”.
 29

6. Is there a significant relationship between student’s buying behaviour and:

6.1. perceived benefits of the PUPSHS-ABM Students;
There is a significant relationship between perceived benefits and
student’s online buying behaviour.
6.2. domain specific innovativeness of the PUPSHS-ABM Students; and
There is a significant relationship between domain specific innovativeness and
student’s online buying behaviour.
6.3. shopping orientations of the PUPSHS-ABM Students ?
There is a significant relationship between shopping orientations and student’s
online buying behaviour.

Conclusion
The following are the conclusions made by the researchers based on the summary of
findings.
1. The researchers conclude that respondents of the study are unsure of the way they
behave on buying online as the result states “neither agree nor disagree”.
2. The researchers conclude that students have a very high standard from the products,
certain of shopping online, think that prices are easily compared through online shopping.
Therefore, perceived benefits, domain specific innovativeness, and shopping orientations affect
the purchasing behaviour of students towards online shopping.

Recommendations
Based on the findings and conclusion of the study, the following recommendations are
hereby submitted:
1. To the students, they should always think first in purchasing online.
2. To the parents, always guide their children in their decisions and guide their children to
avoid impulsive buying.
3. To the teachers, educate their students on how important it is to manage their money
properly.
4. To the future researchers, if they are going to conduct the same research and use this as
a guide.
Following recommendations have been suggested to carry out further research for
improving the study on consumer online purchasing behaviour:
1. Aside from the three factors (Perceived Benefits, Domain Specific Innovativeness and
 30

Shopping Orientations) tested in this study, future researchers can also examine other factors
affecting the consumer’s online buying behaviour.
2. Future researchers can also include Senior High School students from other strands in
order to gain better understanding of people’s behaviour online.
3. In future studies, there may be additional systems, goods or services and relevant
factors for retailers that may be important to address as predictors of customer acceptance to
online shopping.
4. Better aspects of online consumers can be provided by taking cultural factors into
consideration.
 31

REFERENCES
Bauboniene, Z., & Guleviciute, G. (2015). E-commerce factors influencing consumers’ online
shopping decision. Social Technologies, 5 (1), 74-81, doi:10.13165/ST-15-5-1-06

Cacho, K. (2015, June 10). As more Filipinos shop online, e-commerce becomes game changer.
SunStar Philippines. Retrieved from https://www.sunstar.com.ph/article/13441

Castillo, F. (2018, March). Consumer buying behaviour: The multicultural influence in the
Philippines. International Journal of Business Management and Technology, 2 (2), 71-75

Dig, I.C., Domingo, L.M., & Consignado, M. (2017, June 20). Perceived risks and online
purchase intention of young. Retrieved from https://www.dlsu.edu.ph/wp-
content/uploads/pdf/conferences/research-congress-proceedings/2017/EBM/EBM-II-
018.pdf.

Islam, T. (2018, November 2). Factors affecting consumer purchase behavior towards online
clothing products in Bangladesh. Retrived from https://papers.ssrn.com/sol3/papers.cfm?
abstract_id=3286105

Kibet, K. A. (2016, November). A study of consumer behavior towards online shopping in

Kenya: Case of nairobi county. Retrieved from
https://pdfs.semanticscholar.org/7df8/2b682de2478a4f6ccb14b7ad985667661ed7.pdf?
fbclid=IwAR3BY0TbEx5mWlF7E6iADTqCPCOosLd0NcTwrLt5WQjZg_9YzKHyYeK
hcnw

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors
influencing online shopping behavior: The mediating role of purchase intention.
Procedia
Economics and Finance, 35, 401-410.

Maala, M. G, Novenario, J., & Muya, G. (2018). Communication tools of e-commerce : The case
of Lazada. Lyceum of the Philippines University, Laguna. Retrieved from
https://www.google.com/url?sa=t&source=web&rct=j&url=http://lpulaguna.edu.ph/wp-
content/uploads/2018/12/2-COMMUNICATION-
TOOLS.pdf&ved=2ahUKEwiW27qHjIDnAhWX-
mEKHaBND1oQFjABegQIDxAG&usg=AOvVaw2_Mo_Z-wvmRtnDEOSqlnuw

Osorio, B. (2019, March 25). Filipino centennials: A new breed of shoppers. Retreived from
https://www.philstar.com/lifestyle/business-life/2019/03/25/1904148/filipino-centennials-
new-breed-shoppers

Pedroso, K. (2015, July 26). More Filipinos choosing to shop online, study says. Philippine
Daily Inquirer. Retrieved from https://business.inquirer.net/195931/more-filipinos-
choosing-to-shop-online-study-says
 32

Pinca-Legaspi, K.C. (2015, January 1). Online shopping behavior of students in the college of
business administration. Retrieved from https://ijern.com/journal/2015/January-
2015/28.pdf.

Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N. & Chakravorty, S. | Andreea Molnar
(Reviewing editor). (2018). Consumer buying behavior towards online shopping: An
empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 5 (1), DOI:
10.1080/23311975.2018.1514940

Tubio, E.M.A., Altaque, J.B., Lucero, K.V., Veri, R.G.C., & Mahinay, R.B. (2016, September
15) . (PDF). Consumer perception and purchase behavior on online. Retrieved from
https://www.reseaerchgate.net/publication/309187379_CONSUMER_PERCEPTION_A
ND_PURCHASE_BEHAVIOR_ON_ONLINE_SHOPPING_AMONG_STUDENTS_IN
_MINDANAO_UNIVERSITY_OF_SCIENCE_AND_TECHNOLOGY.

VISA. (2015). Convenience, price, and deals drive growth of local e-commerce industry.
Retrieved from https://www.visa.com.ph/about-visa/newsroom/press-
releases/convenience-price-and-deals-drive-growth-of-local-e-commerce-industry-
visa.html

Zialcita, S. (2019). PH e-commerce industry sees more growth in 2019. Retrieved from
https://cnnphilippines.com/business/2019/01/04/philippine-e-commerce-2019.html
 33

APPENDICES
 34

Survey
Questionnaire
35
36
 37

CURRICULUM
VITAE
 38

Curriculum Vitae

CERVANTES, BRIX Q.
Calumpit St., Brgy. Kayhacat, Santa Maria, Laguna
Mobile Number: +63 (939) 954-3291
E-mail Address: brixquizacervantes11@gmail.com

EDUCATIONAL ATTAINMENT

Secondary: Polytechnic University of the Philippines

Senior High School
Sta. Mesa, Manila
2018- Present

Sta. Maria Integrated High School

Santa Maria, Laguna
Year: 2014-2018

Primary: Santa Maria Elementary School

Santa Maria, Laguna
Year: 2008-2014

AWARDS/ ORGANIZATION/ TRAININGS

AWARDS

1st Runner Up, Basic Statistics

Polytechnic University of the Philippines
2019

With High Honors

Sta. Maria Integrated High School
April 2018

Champion, Math Quiz Bee

Sta. Maria Integrated High School
2018

Champion, Dramatic Choric Competition

Sta. Maria Integrated High School
2018
 39
rd
3 Place, Interpretative Dance
Sta. Maria Integrated High School
Champion, Math@Acts
Sta. Maria Integrated High School
2017

3rd Place, Metrobank MTAP DepEd Math Challenge

Sta. Maria Integrated High School
2017

Champion, Metrobank MTAP DepEd Math Challenge

Sta. Maria Integrated High School
2016

3rd Place, Metrobank MTAP DepEd Math Challenge

Sta. Maria Integrated High School
2015

Champion, Electro Sci-Dama, Division of Laguna

Sta. Maria Integrated High School
2014

2nd Honorable Mention

Santa Maria Elementary School
2014

ORGANIZATIONS

Secretary
United Math Club of Laguna
Division of Laguna
2017-2018

President
Arithmetrix Club
Sta. Maria Integrated High School
2017-2018

Editorial Writer
The Golden Pen
Sta. Maria Integrated High School
2017-2018
 Vice President
Arithmetrix Club
Sta. Maria Integrated High School
2016-2017

40
Secretary
Arithmetrix Club
Sta. Maria Integrated High School
2015-2016

SKILLS

 Time Management
 Ability to work under pressure
 Mathematical and Analyzing Skills
 Knowledgeable in Microsoft Software
 Planning Skills
 Organization and Artistic Skills
 Can cram for school requirements

REFERENCES

Ms. Arianne J. Macasinag

Mathematics Teacher /Former Adviser
Sta. Maria Integrated High School
09770170243

Dr. Joselito L. Gozos

Araling Panlipunan Teacher
Sta. Maria Integrated High School
09383497930

Kapt. Ronald H. Ilagan

Brgy. Chairman
Brgy. Kayhacat, Santa Maria, Laguna
09306616016
 41

Curriculum Vitae

NHORMEL VALERA BAGWANG

Block 55 Lot 28, Mansanas St., Brgy. Rizal, Makati City
09394382166
nvbagwang@gmail.com

EDUCATIONAL ATTAINMENT
Secondary: Polytechnic University of the Philippines
Senior High School
Sta. Mesa, Manila
2018- Present

Benigno “Ninoy” S. Aquino High School

2014-2018

Elementary: Rizal Elementary School

2008-2014

AWARDS/ ORGANIZATION/ TRAININGS

• Honor Pupil
Second Honorable Mention Rizal Elementary School
S.Y. 2013-2014
• Math Wizards (NCR) Participant
University of the Philippines, Diliman, Quezon City
S.Y. 2013-2014
• Maunawang Pagbasa sa Filipino (Division)
3rd Place
Benigno “Ninoy” S. Aquino High School
S.Y. 2014-2015
• Pagsulat ng Balita (Division Schools Press Conference)
8th Place
Benigno “Ninoy” S. Aquino High School
S.Y. 2016- 2017
• Editor-in-Chief Ang Haraya
Benigno “Ninoy” S. Aquino High School
S.Y. 2016-2017; S.Y. 2017-2018
 42

• Honor Pupil
With High Honors
Benigno “Ninoy” S. Aquino High School
S.Y. 2017-2018
• NC III-Bookkeeping Holder
TESDA
Benigno “Ninoy” S. Aquino High School
S.Y. 2017- 2018
SKILLS
• Writing
Wrote multiple pagraph essays, poems, news articles and reaction paper
• Bookkeeping
Performed financial calculations such as amounts due, interest charges, balances, discounts, and
equity; Formulated and prepared financial statements ; Recorded and analyzed financial
information; Completed the accounting cycle
• Leadership
Assessed and supervised group members in academic activities, projects, and proposals
• Creativity
Emphasized creativity in school projects which includes crafting, painting, and designing;
Mastered acting through multiple productions and roleplays
REFERENCES
Mr. Mark Christian Catapang
Senior High School Teacher
Polytechnic University of the Philippines
09052586331

Mrs. Gilda V. Sta. Catalina

Filipino Teacher, Grade 7
Benigno “Ninoy” S. Aquino High School
09224357724
 43

Curriculum Vitae

MARIFE C. DIZON
49 Esguerra Compound Pinagbuhatan Pasig City
(+639)353238532
marifedizon09@gmail.com

EDUCATIONAL ATTAINMENT
Secondary: Pinagbuhatan High School
Urbano Velasco Avenue Pinagbuhatan Pasig City
2014-2018

Polytechnic University of the Philippines

Anonas St., Sta. Mesa, Manila
2018-2020

Elementary: Pinagbuhatan Elementary School

MH Del Pilar St., Pinagbuhatan Pasig City
2008-2014

AWARDS/ ORGANIZATION/ TRAININGS

LEADERSHIP AWARDEE
A.Y. 2017-2018

CONDUCT AWARDEE
A.Y. 2016-2018

WITH HONORS
A.Y. 2016-2018

OVERALL TOP 1
 44

Section 4
A.Y. 2014-2015

SKILLS
Knowledgeable about accounting in sole proprietorship in service & merchandising business
Knowledgeable about basic internal cash control measures
Fast learner
Responsible & efficient as a member and as a leader
Good time management skills
Good English-speaking skills
 45

Curriculum Vitae

PEREZ, KRISHA CLAUDINE S.

Silk Resineces, Sta. Mesa, Manila
09951443649 / 09993661957
krishaclaudinep18@gmail.com
EDUCATIONAL ATTAINMENT
Secondary: Polytechnic University of the Philippines
Senior High School
Sta. Mesa, Manila
2018- Present

St. Mary’s Academy of Hagonoy

Poblacion, Sto. Niño, Hagonoy, Bulacan
2014-2018

Elementary: St. Mary’s Academy of Hagonoy

Poblacion, Sto. Niño, Hagonoy, Bulacan
2007-2014

AWARDS/ ORGANIZATION/ TRAININGS

Conduct Awardee
AY 2016 - 2017and 2017 - 2018

With Honors Awardee

AY 2014 - 2015 ; 2015 - 2016 ; 2016 - 2017 ; 2017 - 2018

Student Body Organization - Business Manager

AY 2013 - 2014
 46

Curriculum Vitae

ZAMORA, JASSYLE MAE D.

32B PINAGKAISA ST. PRK. 1A, NEW LOWER BICUTAN,
TAGUIG CITY
+63 (930) 888-6699
jassylemae@gmail.com

EDUCATIONAL ATTAINMENT
Secondary: Polytechnic University of the Philippines
Senior High School
Sta. Mesa, Manila
2018- Present

Signal Village National High School

Ballecer St. Zone 2, Central Signal, Taguig City
Year: 2014-2018

Elementary: Bagroy Elementary School

Brgy. Bagroy,Bago City, Negros Occidental
Year: 2008-2014

AWARDS/ ORGANIZATION/ TRAININGS

With Honors
Signal Village National High School
April 2018

1st Runner Up, Science Quiz Bee

Signal Village National High School
2018

SKILLS
Advising
Problem solving
Self confidence
Organizational Skills
Multi-tasking
Goal setting
Patience
 47

REFERENCES
Mr. Joseph C. Lagasca
Adviser
Signal Village National High School

Ms. Eleanore A. Contreras

Science Teacher
Signal Village National High School