Republic of the Philippines

DEPARTMENT OF EDUCATION
Region III
Division of City Schools
MUÑOZ NATIONAL HIGH SCHOOL-MAIN SHS
Science City of Munoz, Nueva Ecija

CONSUMERS PERSPECTIVE TOWARDS ONLINE SHOPPING

A Research Study Submitted in Partial Fulfillment of the Requirements in

Practical Research II

Arsolon, AJ D.
Petines, Juan Miguel C.
Loria, BJ Lorisant S.

2019
Background of the Study

online shopping is an action or activity of buying goods or services via internet.

the internet has revolutionized the way we stop because of the numerous advantages

and benefits, more and more people these days prefer buying things online over the

conventional method of going into malls/stores. there are numerous benefits that could

be attained from using the internet to shop online. using the internet would allow the

users to shop the whole world of goods and services. they could view products from

digital to non digital and search for their information such as the availability of goods

and services. if there are benefits, disadvantages are also present in online shopping. If

you’re shopping online there’s a larger fraud; credit card, hacking, scams, bogus

websites. You don’t know exactly what you’re getting, the goods that you’re buying

doesn’t always end in your favor. sizes are often imprecise, you can’t determine the

texture, fit, cut and durability by looking at a photo. products that looked great might be

cheap when you hold them in your hand. socio demographic profile affect the attitudes

of buyers towards online shopping behavior. gender, age are variables that be linked to

attitude of the buyers.

In the era of economic process electronic promoting could be a nice revolution. Over the

last decade maximum business organizations are running with technological

amendment. online searching or marketing is that the use of technology (i.e., computer)

for higher promoting performance. And retailers are production methods to fulfill the

demand of online shoppers; they're busy in studying client behavior within the field of

on-line searching, to determine the buyer attitudes towards on-line searching. thus

we've conjointly set to check consumer’s attitudes towards on-line searching and
specifically finding out the factors influencing customers to buy online. The population

chosen for the analysis is Muñoz, and narrowed all the way down to MNHS ABM, TVL,

STEM and HUMSS student, the sample size chosen for this analysis is one hundred

twenty and that we have used convenience sampling technique. Our findings indicated

that among the four factors chosen for this analysis the foremost attractive and

influencing issue for internet buyers in Muñoz is web site Design/Features, following

convenience the second most influencing and third time saving. Results have conjointly

showed that security is of necessary concern among internet buyers in Muñoz. The

analysis has conjointly found that there are another factors that influence internet

buyers together with, less price, discount, feedback from previous customers and

quality of product. For the second research question World Health Organization are

internet buyers in term of demography: the correlation results for the age and attitudes

towards on-line searching has showed that senior folks aren't therefore keen to buy on-

line. Whereas for education it's ended that educational activity makes on-line shopping

less enticing, for the financial gain the correlation results are therefore we have a

tendency to ask thus we couldn't conclude something out of it. it's expected that this

study won't solely facilitate retailers in Muñoz to devise triple-crown methods for internet

buyers however it'll conjointly give a base for similar studies within the field of client

attitudes towards on-line searching

Statement of the Problem

Problem statement

This study aims to assess the Consumers perspective towards online shopping,

subjected to the problem, we aim to answer the following question upon the completion

of this research:

1. What are the advantages of online shopping?

2. What are the disadvantages of online shopping?

3. What are the factors that influence you to buy online?

4. Problem encounter when using online shopping?

5. Rate your satisfaction in this term.

Objective of the Study

This research aims to provide understanding of consumer perspective towards

online shopping and knowledge about shopping online and provides recommendation to

improving the experience for consumers

The specific objective are:

1. To determine what are the factors that influence consumers’ perspective towards

online shopping

2. To determine what are the advantage and disadvantage of online shopping

3. To determine the problem encountered of the customers when using online

shopping

Hypothesis of the study

We determine he factors that influence consumer’s perspective toward online shopping,

the advantages and disadvantages of online shopping and the problems encountered of

consumers using online shopping.

Significance of the study

In general, this study identifies the factors that influence consumer toward online

shopping. It offers insight that helps to shed lights on the potentiality and future growth

of online shopping on a specific product. This are some guide for consumers who will

use online shopping Shop at known entities,Set your own standards,Shop at secure
sites, Pay with a credit card, Ask, don’t tell, Don’t open unsolicited e-mails, Look for a

seal of approval, Know where to file a complaint, Know your rights, and Learn about

product safety. The results of this study are useful for the local companies in Philippines

so that they can have a better understanding of the dynamic online markets before

venturing into online retailing. First of all, the result of the study can indicate that many

other specific products can be marketed and sold through online channel under Filipino

context. Secondly, it is expected that result from this study can help online retailers to

improve or change their business strategy to attract more consumers through online

shopping under Filipino context. Finally, the results of this research could hopefully

improve the general knowledge about online shopping and could become a reference to

the future researchers.

Scope and delimitation of the study

Firstly, since the survey was conducted on respondents from muñoz national high

school main-SHS who have bought on online shopping before or who have visited any

physical shop. The results should be interpreted with caution, particularly with respect to

the generalization of research findings of muñozconsumers as a whole. Next, the

sample size itself is relatively small. 30 ABM students, 30 TVL students 30 HUMSS

students, 30 STEM students who have bought on online shopping before. Thirdly, select

a truly random sample. Fourth, there are others factors that could have affected the

attitudes but were not included such as website design, price, ease of use of website,

mode of payment & etc.

Methodology

In this chapter the research methodology that are used in the study will be

described. It includes the discussion of research design, samplings, respondent, data

gathering, and statistical instrument used.

Research Setting

The Research Design

A quantitative strategy was followed. It is a formal, objective, systematic process to

describe and take a look at relationships and study reason and impact interactions

amongst the variables. Descriptive survey was once used to furnish information about

accurate portrayal of experiences nor issues of the respondents that solutions particular

questions they have encountered.

Sources of Data

Survey questionnaire that is used are gathered around the Muñoz National high school

main-SHS area about the research consumers perspective towards online Using the

random sampling procedure Primary data collection was based on the information

obtained from selected students. Meanwhile, secondary data will come from journals,

book and other published references.

Research Instrument

The study will use survey method that will require questionnaire forms. The

respondents will answer the questionnaires with no time limit. The questionnaires will be

given to the respondents and give their own answer. The researchers will be deployed

to the assigned grade level and section of the respondents to give the questionnaires.

The researcher will choose their respondents by selecting 5 sections in ABM strand.

Three sections from Grade 11 and two sections from Grade 12 .11 section in HUMSS

strand five section for Grade 11an Six section from Grade 12. 4 section in STEM strand.

Both grade 11 and 12 have two section. 7 section in TVL strand. Three section from

grade 11 and four section in grade 12.After selecting those sections, the researcher will

randomly select 30 students per strand.

 Conceptual framework

Independent variable
 Factors that influence
consumers
 Advantage and dis
advantages
 Problem encountered in
online shopping

Process
 Data gathering through
survey questionnaire
 Data, analysis and
interpretation

Dependent variable
 Customers perspective
in online shopping

Figure 1. Theoretical and Conceptual Framework of the consumer perspective

towards online and local shopping
 REVIEW RELATED LITERATURE

Online shopping is a form of electronic commerce which allows consumers to directly

buy goods or services from a seller over the Internet using a web browser. Consumers

find a product of interest by visiting the website of the retailer directly or by searching

among alternative vendors using a shopping search engine, which displays the same

product's availability and pricing at different e-retailers. As of 2016, customers can shop

online using a range of different computers and devices, including desktop computers,

laptops, tablet computers and smartphones.

The present study investigated how different product presentation formats (visual vs.

verbal) influence consumer attitudes toward product and purchase intentions in Internet

shopping. The overall results from two Web experiments simulating Internet apparel

shopping showed that both visual and verbal information had significant effects on

affective and cognitive attitudes toward apparel products, but only verbal information

had a significant effect on purchase intention. Though the superiority of visual

information was predicted based on prior literature, the results of the study supported

verbal superiority. This finding provides an important implication for Internet retailers

who tend to pay more attention to visual product presentation. Although visual product

presentation is also found to be important, detailed product descriptions are critical to

positively influence consumer shopping experience in Internet shopping. © 2008 Wiley

Periodicals, Inc.

According to Fishbein and Ajzen (1975) in Paul Dorresteyn (2007), a consumer’s

intention to engage in actual behavior is a better predictor of actual behavior than solely
their attitude towards an object. Fishbein and Ajzen’s behavioral intention model (1975)

is popular in researches on how an individual’s attitude toward online shopping will

influence that person’s behavioral intention (Shim et al, 2001 in Kim, 2004). In the

model, Fishbein&Ajzen (1975) in Kim (2004) viewed attitude as a predictor of intention

and finally actual behavior. Theory of Reasoned Action (TRA) claims that beliefs such

as online shopping perceived benefits are completely mediated by attitude (Delafrooz,

2009). In a study by Verhoef and Langerak (2001) in Delafrooz (2009) using the TRA

model concluded that beliefs had a significant influence on the intention to shop online

through attitude.

According to Chen (2009) in MojtabaNourbakhsh et al (2012), research on consumers’

attitudes and behavior towards online shopping has been the main focus in e-commerce

recently. This may be due to an individual’s attitude towards consuming a product is one

of the most important antecedents for predicting and explaining consumers’ choices

across products and services, including food products (Honkanen et al, 2006 in Voon et

al 2011). Allport (1935) in Asiegbu et al (2012) defines attitude as a mental and neural

state of readiness, organized through experience, exerting a directive influence upon

the individual's response to all situations with which it is related. According to Fishbein

and Ajzen (1975) in Asiegbu et al (2012), attitude is a learned to respond in a

consistently favorable (like) or unfavorable (dislike) manner with respect to a given

object/situation. In a simpler definition, Pickens (2005) defines attitude as a mind-set or

a tendency to act in a particular way due to both an individual’s experience and

temperament and the reactions/responds include the tricomponent of feelings

(emotions), thoughts (beliefs) and actions (behaviors). It is consistent with Gordon W.

Allport (1935) in Wilson (2005), who theorized that the attitude-behavior relationship

was not uni-dimensional as previously thought, but multidimensional. Allport viewed

attitudes as complex systems made up of the person’s beliefs about the object, his

feelings toward the object, and his action tendencies with respect to the object. Peter et

al. (2002) see attitude as a person’s overall evaluation of a concept and it can range

anywhere on the continuum from extremely negative to extremely positive. Generally,

attitudes are developed from personal experiences and learning with reality, as well as

from information, from friends, sales people and news media. They are also derived

from both direct and indirect experiences in life. In short, consumers’ perceptions of the

product and service would determine their readiness to accept and adopt the product

and service or otherwise. In the study by Delafrooz (2009) showed that the level of

online shopping intention was relatively high and direction of attitude towards online

shopping was positive among the postgraduate students in Malaysia. According to

Shwu-Ing (2003), the group with more positive attitude towards online shopping should

be the target market as attitude is believed to influence online purchase decisions

directly. According to Jahng et al (2001) in Na Li & Ping Zang (2002), in the context of

online shopping, the first dimension of attitudes for 12 investigation is the consumers’

acceptance of the Internet as a shopping channel. The second dimension for

investigation is the consumer attitudes toward a specific Internet store (i.e., to what

extent consumers think that

It is consistent with earlier study (Vijayasarathy and Jones, 2000) that found internet

shopping benefits was significantly associated with attitude toward online shopping and

intentions to shop online. Findings by Forsythe et al. (2002) showed a positive and
highly significant relationship between perceived benefits of Internet shopping and both

frequency of shopping and amount spent online. The recent study by ShaheenMansori

et al (2012) regarding the influence of generation X & Y on EShopping intention in

Malaysia concluded that perceived benefits is one of the factors significantly influenced

online shopping
Reasons Percent
intention. In contrast, in

an earlier study by

Razinah et al (2009) regarding Malaysian part-time students’ benefit perception on

online shopping, the result showed that part time students are still skeptical to shop

online although they are more prone to time-constraint. Their attitudes towards online

shopping channel are rather not encouraging at all. 17 Within the online shopping

context, the consumers’ perceived benefits are the sum of online shopping advantages

or satisfactions that meet their needs or wants (Shwu-Ing, 2003). According to Shwu-Ing

(2003), consumers’ benefits perception comprised convenience, selections freedom,

information abundance, homepage design and company name familiarity which have a

significant relationship with attitude toward online shopping. Consumers usually

compare the perceived benefits between shopping channels. The main

motivation to shop online is that it is more convenient than to shop at traditional physical

store (Delafrooz et al, 2009). In addition, Hasan and Rahim (2004) also found that

convenience variable is significantly related to the purchasing behavior through cyber

ads. Some other advantages or benefits are listed in table 1.

 (base:1007)
Save time/ convience 78%
Better price 51%
More selection 43%
Easier shipping 40%
Ability to find more personalized gift 28%
More information available about the 20%
product
Other 8%

Table 1: Online Holiday Purchases to Grow Despite Growing Security Concerns.

Source: McGann, ACNielsen Research, November 30th 2004 (in Chua et al, 2006).

Balance theory suggests that people tend to develop positive attitudes towards those

with whom they have some prior association (Jarvenpaa et al, 2000). In term of online

shopping, according to Jarvenpaa et al (2000), a consumer’s past experience in online

shopping might have generated knowledge and consequences that reinforce the

consumer’s behavior and shape and moderate the consumer’s beliefs, attitudes, and

willingness to shop in Internet stores. Shim et al (2001) conducted a similar study few

years later but focus on intentions (Online Prepurchase Intentions Model) found that

there are direct and indirect relationships between two antecedents (attitude toward

Internet shopping and previous Internet purchase experience) and Internet purchase

intention. According to a literature review by Ana Teresa Machado (2005) regarding the

drivers of shopping online, concluded that prior online shopping experiences have a

direct impact on Internet shopping intentions. Similarly, Monsuwé et al (2004) also

reviewed researches on what drives consumers to shop online concluded that

satisfactory previous experiences decreases consumers’ perceived risk levels

associated with online shopping but only across low-involvement goods and services.

The findings are consistent with earlier researches by Shim et al. (2001), who also

concluded that consumers that evaluate positively the previous online experience are

motivated to continue shopping on the Internet. Limayem et al. (2003) found that online

shopping experience was the factor with the second highest effect size upon attitude

toward online shopping. In Malaysian context, Haque et al (2006) concluded that

customers who experienced shopping a product or they were satisfied previously, have

stronger confidence to do online shopping in future. Mohd Suki &Ramayah (2006) also

found that online experience have a 19 significant impact on online shopping among

MBA students in Malaysia. It is consistent with a more recent finding by Zuroni& Goh

(2012) which revealed there is a significant relationship between e-commerce

experience and attitude towards online shopping among the respondents i

n Ipoh. This can be explained as suggested by Syed Shah Alam et al (2008), when

individuals have more experience with online buying, information gained from

experience over time undoubtedly has the potential to modify future intentions of online

buying. All the above-mentioned findings are consistent with traditional attitude-behavior

models (Eagly&Chaiken, 1993) which asserted that past behavior is a predictor of future

behavior.

Consumers’ lifestyle is defined as a person’s pattern of living. Kim et al (2000) found a

consumer whose lifestyle is more net-oriented will perceive more benefits and fewer

risks to online shopping. Similarly as concluded in their study, consumers who are more
time-oriented will perceive more benefits to buying goods online than less time-oriented

ones. The consumers’ lifestyles of interests here refer to the use internet as a routine

tool to receive and send e-mails, to do their work, to read news, 20 to communicate with

friends & family, to search information, for recreational purposes and etc. Haque et al

(2006) found that weekly internet use among Malaysian internet users have significant

relationship with their overall attitude towards online shopping. However, in contrast,

Razinah et al (2009) found that Malaysian part-time students are not in favor of online

shopping although they are expected to be occupied with working and studying life

concurrently. Similarly, Zuroni& Goh (2012) found that there is no significant relationship

between hours spent on internet and attitude towards online shopping among the

respondents in Ipoh. On the other hand, there are several previous researchers who

have suggested that habit affects attitudes about shopping online (Limayem et al, 2000

in Norzieiriani et al, 2010). Similarly, Mahmood et al. (2004) also suggested that lifestyle

characteristics play an important role in customer buying behavior. Furthermore, Chu

and Lee (2007) viewed consumers’ lifestyles and characters as important factors that

determine the success or failure of an online store. They suggested that in order to run

a shopping web site effectively, online retailers should be acquainted with consumers’

lifestyles and characters, and design the online shops that suits the consumers’

diversified lifestyles.
 Problem statement

This study aims to assess the Consumers perspective towards online shopping, subjected

to the problem, we aim to answer the following question upon the completion of this research:

1. What are the advantages of online shopping?

2. What are the disadvantages of online shopping?

3. What are the factors that influence you to buy online?

4. Problem encounter when using online shopping?

5. Rate your satisfaction in this term.

Result and discussion.

Table 1: What are the advantages of online shopping?

As the table shows out of 120 respondents 106 or 88.33% answered that the

advantages of online shopping is save time and effort.64 respondents or 53.33%

answered convenience of a shopping at home.43 respondents or 35.83% answered

wide variety/range of product are available. 45 respondents or 37.5% answered good

discount/ lower prices. 27 respondents or 22.5% answered get detailed information of

product.28 respondents or 23.33% answered we can compare various model/brands.15

respondents or 12.5% answered online tracking.21 respondents or 17.5% answered

comparison of the products. 58 respondents or 48.33% answered no pressure

shopping.28 respondents or 23.33% answered online shopping saves money.no

respondents answered other advantage that not in the list of choices.

Table 2: what are the dis advantages of online shopping?

As the table 2 shows out of 120 respondents 94 or 78.33% answered that the

disadvantage of online shopping is delay in delivery.43 respondents or 35.83%

answered lack of significant discounts in online shop.55 respondents or 45.83%

answered lack of touch and feel of merchandise in online shopping.

Table 3: what are the factors that influence you to buy online?

As the table 3.show out of 120 respondents 73 or 60.83% answered easy to use

the factor that influence them to buy online.33 respondents or 27.5% answered

discounts. 70 respondents or 58.33% answered personal preference. 43 respondents or

35.83% answered friends. 44 respondents or 36.7% of the respondents answered

advertisement
Table 4.problem encountered when using online shopping?

As the table shows out of 120 respondents 83 or 69.17% answer that the problem

they encountered is product quality. 63 respondents of 52.5% answered the problem

they encountered is delivery time is not clear. 28 respondents or 23.33% answered the

problem they encountered is scam.

Table 5. Rate your satisfaction in this term?

As show in this table out of 120 percent respondents 1.67% or 2 respondents

answer they are not satisfied when using online.38 respondent or 31.67% answer they

are ok when using online shopping.60 respondents or 50% answered they are satisfied

when using online shopping.20 respondents or 16.67% answered they are very satisfied

when using online shopping.

Conclusion

Base on the finding of the study, the ff conclusion were drawn:

1. The advantage of online shopping is It can save us time and effort, and

also the convenience of shopping at home, office and anywhere with

internet access because shopping in online has no pressure on buying

products.

2. The personal preference of the consumer really influence them on

buying online and because online shopping is easy to use.

3. The delay in delivery is the main disadvantage of online shopping and

also the lack of touch and feel of merchandise in

4. Many of the consumer problem encountered when using online

shopping are the quality product and, delivery time in not clear and

some of the consumers experience scam in online shopping.

5. Majority of the consumers are satisfied with the service of online

shopping and some consumers are very satisfied but also some of

consumers are just ok with the service of the online shopping

After careful deliberation of the conclusions of the study, the following recommendations

are offered:

1. We recommend to add in the objectives an if the location of the consumer affects

their online shopping.

2. Add to the objectives and research question Does internet speed also affects online

shopping?
Problems Encountered

 We struggle to find topic for our research

 We struggle to find our review of related literature

 How To develop conceptual framework

 How to develop data gathering tool

 How write findings, conclusion, and recommendation