RESEARCH

BALLESTEROS NATIONAL HIGH SCHOOL
FACTORS INFLUENCING STUDENTS’ ONLINE BUYING BEHAVIOR
A Quantitative Research
Presented to the
Senior High School Department
Ballesteros National High School
Ballesteros, Cagayan
In Partial Fulfillment of the Requirements in

Senior High School
Accountancy and Business Management
By
AR GEL P. BUCARILE
JAMES UMBLAS
KATHLEEN JOY MENOR
JEMMALYN NICOLAS
PAULINE LAZO
VIRGILIO TAMAYO
(Subject Teacher)
ACKNOWLEDGEMENT
A project without proper guidance is like a ship without navigator. A
successful story is incomplete without paying tribute to those who inspired it.
Above all, we would like to extend our greatest gratitude to Almighty
God for the wisdom and knowledge He has given to as. He let us to trust in
Him with all our hearts that there is living God that could help us in all
obstacles and difficulties that we are going through. We are very thankful on
Him that He strengthens us when we are down with the trials in making
thisresearch and makes us believe in ourselves.
We would like to thank our dearest subject teacher, Mr. Virgilio Tamayo
for imparting us his precious knowledge, extreme efforts and time in order for
us to accomplish this research project. His support including his pieces of
advice and reminders just tonassure that we are doing well our project. We
are very grateful for bringing out the best in us.
For our ever supportive and loving parents, who showed their concerns
to us from the very beginning, moral and financial support, as well as for
genuinely believing us that we can make this project successfully. Thank you
so much for everything.
For our beloved friends, who are always there to listen to our problem
we are in, friends who give pieces of advice and words of encouragement, our
deepest thanks to you our dear friends. We really appreciated all your efforts
in supporting us to finish this project as well as to your prayers.

We want to give our gratitude to our deepest adviser Mrs. Presnaida
Agustin, who is always there to extend her help for us. Thanks you for
explaining the things that we can’t understand and make this project possible
to be completed.
Lastly, we appreciate all the respondents who spend their precious
time to complete the survey questionnaires. It would have been impossible to
complete the research project without their honest contribution and help.
Once again we would like to express our gratitude towards all those
people who guided us for preparing this project, which was a great learning
process for us.

DEDICATION
We would like to thank the Almighty God, who gave us the courage,
knowledge and skills to pursue this requirement for our Practical Research.
To our beloved parents, who stand as the number one supporter in every
hardship and always there to lean on in times of sadness and happiness of
this study. To our friends, who supportively cheering and sharing their time
and efforts with us throughout this study. And to our fellow students, who gave
challenges and twists in the completion of our study.

TABLE OF CONTENTS
Page
TITLE PAGE - - - - - - - - - - - - - - - - - - - - - -
ACKNOWLEDGEMENT - - - - - - - - - - - - - - - - - -
DEDICATION - - - - - - - - - - - - - - - - - - - - - -
TABLE OF CONTENTS - - - - - - - - - - - - - - - - - -
LIST OF TABLES - - - - - - - - - - - - - - - - - - - -
ABSTRACT - - - - - - - - - - - - - - - - - - - - - - -
CHAPTER 1 – THE PROBLEM AND ITS BACKGROUND
Introduction - - - - - - - - - - - - - - - - - - -
Statement of the Problem - - - - - - - - - - - - -
Significance of the Study - - - - - - - - - - - - - -
Scope and Delimitation - - - - - - - - - - - - - -
Definiyion of Terms - - - - - - - - - - - - - - -
Conceptual Framework - - - - - - - - - - - - - -
CHAPTER 2 – REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature - - - - - - - - - - - - - - - - -
Related Studies - - - - - - - - - - - - - - - - - -
Synthesis - - - - - - - - - - - - - - - - - - - -
CHAPTER 3 – RESEARCH METHODOLOGY
Research Design - - - - - - - - - - - - - - - - -
Respondent of the Study - - - - - - - - - - - - - - -
Data-Gathering Tool - - - - - - - - - - - - - - - -
Data-Gathering Procedures - - - - - - - - - - - - -
Statistical Treatment - - - - - - - - - - - - - - - -
CHAPTER 4 – PRESENTATION, INTERPRETATION

AND ANALYSIS OF DATA - - - - - - - - -
CHAPTER 5 – SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary - - - - - - - - - - - - - - - - - - - - -
Conclusions - - - - - - - - - - - - - - - - - - -
Recommendations - - - - - - - - - - - - - - - - -
BIBLIOGRAPHY - - - - - - - - - - - - - - - - - - - -
APPENDICES
Appendix A – Letter of Request to Conduct the Study - - - -
Appendix B – Questionnaires - - - - - - - - - - - - -
CURRICULUM VITAE - - - - - - - - - - - - - - - - - -
LIST OF TABLES
Table Page
1 Frequency and Percentage Distributions of the

Respondents as to the Factors Influencing
Students’ Online Buying Behavior - - - - - - - - - -
2 Correlation between Perceived Benefits and

Online Buying Behavior - - - - - - - - - - - - - -
3 Correlation between Perceived Risks and

4 Correlation between Psychological Factors and

ABSTRACT
The growth and spread of internet with an extraordinary pace over the
last few decades has resulted in emergence of online purchasing of products
and services. This study investigated the factors influencing students’ online
buying behaviour of Ballesteros National High School. The study proposed
three objectives which were to assess how perceived benefits, perceived risks
and psychological factors influence online buying behavior. The research
design applied in this research was descriptive survey. The target population
for the study were senior students of Ballesteros National High School who
bought online who were 134 in number. Simple random sampling was used to
take a sample of 100 students. A closed ended survey questionnaire was
administered to collect primary data. Statistical Package for Social Sciences
(SPSS) and Microsoft excel package was used for data analysis and findings
were presented in tables. The findings indicated that perceived risks shared
66.25% of the variability of online buying behavior of senior students. Similar
statistically significant correlation results was arrived at for psychological
factors which shared a variability of 49.14% with online buying behavior. A
medium positive relationship between perceived benefits of online shopping
and consumer online buying behavior was established with a shared
variability of 83.35%. The study recommends that various risk-reducing
strategies should be developed by online retailers in addition to putting
mechanisms in placeof guarantee to quality their merchandise and create
avenues of settling disputes.

Chapter 1
PROBLEM AND ITS BACKGROUND
Introduction
Today, Internet is not only a networking media, but it is also used as a
means of transaction for consumers at global market. The use of internet has
expand quickly and it has become the commson means for delivering and
trading information, services and goods.
According to the survey by A.C. Nielson (2007), there are millions of
people in the world have done online shopping. An examination by Forrester
(2006) reported that E-commerce market would grow from billions.
With the development of Educational Services in our country, students
have become one of the important consumer market segments.
Therefore, to successfully attract this particular group of population, the
e-retail service provider must learn more about them, particularly in relation to
their behavior toward online buying.

This research will help online shops in advertising, sorting of like items
for easier browsing likely to be more on top than other shopping networks by
trying to understand the wants of the shoppers.
Because of the numerous advantage and benefits, more and more
people will prefer buying things online over the conventional store it is
because of its convenience, better price and more variety. The purpose of this
study was to investigate factors influencing online buying behavior of
students.
STATEMENT OF THE PROBLEM
Generally, this study aims to find the factors influencing students’
online buying behavior.
1. What are the factors influencing students’ online buying behavior?
1.1 Perceived Benefits
1.2 Perceived Risks
1.3 Psychological Factors
2. What is the influence of perceived benefits of online shopping on
online buying behaviour of students?
3. To what extent do perceived risks of online shopping influence
online buying behaviour of students?
4. How do psychological factors influence online buying behaviour of
students?
SIGNIFICANCE OF THE PROBLEM

These findings of the study would be important to a number of
stakeholders. Namely:
Online Shoppers. It is hoped that through the findings of this
study,online shoppers would learn the role that each factor has on their
intention to purchase online hence guide their future online purchase
decisions. The findings of this study are likely to influence more people to
adopt or refrain from using online shopping service.
Online Retailers. They would be able to develop targeted and
effective strategies.
Business, Policy Makers and Regulators. This will help to promote
online businesses by coming up with appropriate strategies regarding online
businesses, since the internet is likely to continue to play a major role in
individuals’ lives in the foreseeable future.
Government of the Philippines. It is further hoped that the findings of
this study would inform the Government of the Philippines agencies specially
the Ministry of Information on factors influencing the purchase intention
among Filipinos so as to ensure appropriate policies are put in place to
promote safe online shopping in the Philippines
Future Researches and Academicians. To academicians and
researchers, the findings would contribute new knowledge in the area of
online shopping adoption among Filipinos. The study would also act as a
source of reference for future scholars besides suggesting areas for further
research.
SCOPE AND DELIMITATION
The study focuses on the factors influencing students’ online buying
behaviour. The study covers all the e-commerce purchases that were availed
online. This will conducted in Ballesteros National High School.
Participation of this study will be delimited to 100 students from Senior
High School who bought online in the year 2018-2020, so that the objective
set by the researchers will be attainable and time-bound. The study will also
be delimited to the factors influencing students’ online buying behaviour
namely: perceived benefits, perceived risks and psychological factors. The
researcher will use descriptive design and pearson correlation to assess
information from the students in Ballesteros National High School who buys
online.
DEFINITION OF TERMS
For the clearer understanding of the terms used in the study, the
following words are defined and explained:
E-commerce. It is the process of buying and selling produced by
electronic means such as mobile application and the Internet.
Global Market. It refers to the activity of buying or selling goods and
services in all the countries of the world.
Internet. It is a global system of interconnected computer networks
and computers that provides and allows users to share information, e-mail
and other resources. It is also a network of networks that connects millions of
private, public, academic, business and governments networks.
Networking Media. It refers to the communication channels used to
interconnect codes on a computer network.
Perceived Advantage. It is the perception of positive consequences
as a result of buying goods and services online.
Perceived Risks. It refers to the nature and amount of risk perceived
by a consumer in contemplating a particular online purchase decision.
Psychological Factors. It is the mental factors that help or prevent
consumers from being in the right frame of mind to make an online purchase.
Online Buying Behavior. It is the sum total of a consumers attitude,
decisions, intentions, and preferences regarding the consumers behaviour in
the online marketplace when purchasing a product or service.
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the basic related literature and studies which the
researchers believe to have bearing and connections to the presence study. It
provides a view on related topics to expand the researcher’s knowledge and
undersstanding on the research being conducted. These related literature and
studies will generally obtain from both primary and secondary sources such
as journals, thesis, articles and other related materials.

Foreign Literature
Electronic commerce is one of the important field that is emerging in
the internet era. Over the past few years, the Internet has developed into a
vast market place for goods and services. E-commerce has become an
irreplaceable marketing channel in business transaction (EMarketer, 2013).
Previous researches have shown that convenience and time saving are
the main reasons that motivate consumers to shop online (Chen, Hsu, & Lin,
2010). Convenience means shopping practices using the internet that can
reduce time and effort of the consumers in the buying process.
E-commerce has enabled finding merchants easier by cutting down on
effort and time (Schaupp & Belanger, 2009). Research also demonstrated that
convenience, price and wider selection had a positive impact on attitude
towards online shopping (Delafrooz, Paim, & Khatibi 2010).
Perceived risk negatively influence the online buying of consumers.
This refers to the nature and amount of risk perceived by a consumer in
contemplating a particular purchase decision. It is the degree to which a
person expresses uncertainty about a service or good and particularly, the
consequences of purchasing online (Sinha & Kim, 2012).
Before purchasing a product, a consumer typically considers the
various risks associated with the purchase. Credit card security, inability of
physical product examination, difficulty in returning the item, shipping charges
and privacy of personal information has been the main concerns of online
shoppers. Past research has found that a major inhibitor of online shopping is
perceived risk associated with online purchase (Suki, 2012; Egeln, Joseph, &
Johnson, 2012).
In fact, perceived risks associated with online shopping negatively
influence online purchase intention and behaviour (Dai et al., 2014).
Online transaction involves a temporal separation of payment and
product delivery. A consumer must provide financial information (e.g., credit
card details) and personal information (e.g., name address and phone
number) for delivery in order to complete the purchase process. In the study
done by Adnan (2014) on factors determining online purchase pattern of
Pakistani consumers, psychological factors had the highest correlational with
online shopping behaviour, hence. He conducted that trust toward online
vendors and security issues are the most important in determining online
purchasing pattern.
Psychological factors such as trust, privacy concerns and security
issues might affect the buying behaviour of online shoppers. Privacy risk is
related to the concern of loss of privacy since consumers have to disclose
their personal information while shopping online (Lee & Huddleston, 2010).
Similar findings were made by Nazir et al. (2012) whose findings revealed that
social, psychological, emotional and privacy factors had a significant effect on
the behaviour of online shoppers. According to the study, consumers
preferred not to shop online because they doubted the credibility of the
transaction and payment procedure. Chen et al. (2010) therefore advise that
privacy controls are needed to eradicate privacy concerns of online shoppers.

Website design is one of the important things that can influence
consumers to purchase a product online. Customers can be influenced by the
image of the website when they decide what website they should buy from
(Katawetawaraks & Wang, 2011).
Making web designs and portals novel and sophisticated and web
atmospheric friendly is the key to attract visitors. Moreover, if online store
want to convert visitors into buyers they should improve their website by
offering customer a comfortable, logical, interesting and hassle-free process
and easy language by creating fast website with functional design as smooth
as possible (Broekhuizen & Huizingh, 2009). In conclusion, if online stores
want to increase the customer, they should take care of their website design
to be more user-friendly.
Local Literature
There are 35 million estimated Filipino people who do have access to
internet which makes a high percentage of accessibility to online shopping
platforms. The Philippine archipelago with 2000 inhabited islands makes it
hard for people to visit cities to buy their needs and wants thus adds the
difference of availability and resources in different cities. So with all the online
shopping platforms, eliminating the problems above makes us choose to shop
online rather.
The extension of technology that integrates the electronic media in the
buying and the selling process is known as the Ecommerce. Elton (2012)
mentioned that the ecommerce website has deflated the dissimilarity of the
world.
As revealed by the Article Business Environment in Philippines (2012)
every business is becoming harder to hardest due to lot innovation and
entrepreneur creating in Philippines. Philippines are a growing country and
people are adapting the social life with technology. Technology is controlling
the total business environment. Customer support is improving every day in
Philippines business. Today 1/3 of the population is using internet. Filipinos
are already trusting online transaction and deals to purchase online every
day.
Obviously, customers derive enjoyment in buying online from an
assessment of fulfillment/reliability, customer service and security/privacy.
Moreover, shipping speed, consumer reviews, retailer reputation, and delivery
time flexibility are all taken into account by customers in purchasing online.
Other key factors include reasonable pricing, fee and fast delivery, and a wide
range of products from which to choose (Ordinario C., 2012).
Specifically, people with abundant online buying experiences are more
capable in handling perceived risks of buying online (dos Santos and
Fernandez, 2011).
Since the internet is accessible by people globally, the costumers are
no longer limited within the vicinity of the store. Anyone can buy items in
online shops without hassle. Just by navigating the online shops, the
costumer can choose the products and purchase it without going to the online
shops directly. E-commerce proves to enhance the way usual business

transactions occur and help lessen the time and effort consumed by the
company and customers as well (Deanna and Fritz, 2009). With these, a
good relationship with their consumers will be established and their objective
of increasing their sales will be achieved (Kim and Katherine, 2009).
Above all, internet retailing will continue to experience strong growth
over the forecast period as more Filipinos are expected to be drawn to the
channel due to the convenience, wide selection of products and attractive
promotions that retailer will continue to provide (Internet Retailing, 2016).
Today, the online medium offers a big platform to promote your
business as compared to other medium available. Your products and services
will reach to a large number of potential buyers only if you choose the right
marketing medium for your business (Harris, 2012).
Definitely, running an online business is much better that opening a
store. Selling online is indeed one of the great ways to make profits online. In
fact, it is also a great way to widen your target market and grow your business
fast as well (Brigita Go, 2012). Carolyn Anderson (2012) stated that “by
putting your business online, you are also widening your reach worldwide”.
Additionally, there are so many benefits of online advertisement of a
product. One is, you have wide coverage makes your business to reach more
audiences. Second is, it is more affordable in online advertisement that other
traditional advertising cost. Third is, easy to track and measure conversation
this makes online advertising more ahead than traditional method of
advertising (George as Online Marketing, 2010).

Lastly, businesses are advised to use the Internet for promoting their
products and services as more consumers are going online to research before
making purchases. Companies should consider using online advertisements
for the products and services they offer as more people are using the Internet
to research goods they plan to buy before making the purchase (Desiderio,
2012).
Foreign Studies
The phenomenon of online shopping which is a part of e-commerce
has grown around the world. E-commerce is defined as the process of buying
and selling services and goods over Internet (Chaffey 2009).
In the same way, shopping online is defined as the idea of buying and
selling of products over the internet. The sellers’ viewpoint is to convince and
catch the attention of the prospective consumers’ to purchase products, and
make sure that he/she is satisfied. The buyers’ outlook toward online
shopping is the extent to which he/she can access, browse, purchase,
transact and repeat the same behaviour. In this digital age consumer are
driven by the technology. They are searching for the product on the internet
and eventually buying it (Raman, 2014).
Moreover, Chiu et al. (2009) described online shopping as an
exchange of time, effort, and money by receiving products or services. As
they conveyed, the success of online shopping depends mostly on consumer
satisfaction combined with the other factors which forms loyalty intention.
Nowadays, online shopping became a medium for e-commerce
transaction in order to increase the quality of service provided to customers
and to increase their satisfaction by providing merchandise with good quality
at competitive prices; that is why online shopping is more convenient and its
popularity increases day by day (Sultan et al. 2011).
On the other hand E-commerce has been grown very fast because of
many advantages associated with buying internet because of lower
transaction and search cost as compared to other types of shopping. Through
online shopping consumers can buy faster, more alternatives and can order
product and services with comparative lowest price (Aimol, A., Verma, R., and
Chacko, N. 2014).
Likewise, customers like to buy online because it saves time and by
rapid access they get information quickly. It is the easiest way to purchase
products. Buying online is said to be easy, fun and time saving (Cheng, Han,
& Song, 2011).
As a result, shoppers may save their time in e-shopping because they
do not have to go through any effort on travelling to a mall or saving their time
in other psychology factors such as traffic jam etc. Online shopping increases
search efficiency by eliminating travelling costs and psychological costs brings
convenience in e-shopping (Jayewardene et al., 2009).
Online buying and selling have become important parts of many
people’s lives. Students and parents rely on Internet to acquire and sell
textbooks at affordable prices. Virtual stores allow people to shop from the
comfort of their homes without the pressure of salesperson, and online

marketplaces provide a new and more convenient venue for the exchange of
virtually all types of goods and services (Morah Chizoba 2011).
Kuester (2012) further described consumer behavior as the study of
individuals, groups or organizations and the processes they use to select,
secure, and dispose of products, services, experiences or ideas to satisfy
needs and the impacts that these processes have on the consumers and
society.
Recently, research on consumer’s attitudes and behavior towards
online shopping has been the main focus in e-commerce. This may be due to
an individual’s attitude towards consuming a product is one of the most
important antecedents for predicting and explaining consumer’s choices
across products and services (Mojtaba Nourbakhsh et al. 2012).
Local Studies
The Internet revolutionized the way we shop. Because of the numerous
advantage and benefits, more and more people prefer buying things online
over the conventional method of going into stores it is because of its
convenience, better price, more variety, more control, no crowds, and no
pressure (Annanika, 2011).
On the other side, people shop online to avoid traffic going to malls.
They also prefer buying shopping because they can shop anywhere and
anytime using their mobile devices. It’s a lot easier and convenient (Kathlene
O. Cacho, 2015).
Consequently, more and more Filipinos are beginning to shop online,
according to the results of MasterCard’s Online Shopping Behavior Study
2012 in 14 Asia Pacific countries. The survey also shows that the country’s e-
commerce potential is expected to grow even more with the emergence of
enabling technologies.
As reported by Philippine Daily Inquirer Pedroso (July 2015)
MasterCard’s study found that Filipino turn to the Internet to purchase the
following: home appliances and electronic products (35.1 percent), clothing
and accessories (31 percent), hotels (29 percent) and computer soft wares
(29.4 percent).
Another study on the consumer behavior by Visa titled “Visa Consumer
Payment Attitudes Study 2014” highlights the preference of Filipino online
shoppers towards local online retailers (80%) for faster deliveries (62%) and
less risk of lost orders (55%).
This support the findings of the eCommerce study where Filipino
consumers are concerned with the delivery times (43%) and payment security
(45%) when shopping for their items in overseas websites.
Because of their manual system, their services slow down. In current
system problems like missing orders and loss of data possibly occur by the
implementation of the online ordering system anyone that have the
authorization to access information, they could use them anywhere and
anytime (Pantiao, Hannahlyn B., 2009).
Hence, Kim (2010) provided evidence that privacy, security, trust,
convenience, enjoyment of online shopping, company reputation, and tactility

are the factors that affect intention to purchase online. Kim collectively called
these variables as consumer factors.
Without a doubt, MANILA, Philippines- When it comes to learning more
about what they need to buy, Filipinos are among the most active in the Asia-
Pacific region in using the Internet for product research and snaring online
deal (Daxim L. Lucas, s2012).
According to the Visa E-Commerce Consumer Monitor (2014), Filipino
consumers are seeing value in online shopping, with as much as nine out of
10 consumers going to shop at least once a month.
However, the Reader’s Digest Trusted Brand 2013 Survey showed that
only 17 percent of the 1,000 Filipino respondents have significantly changed
their shopping habits despite the rising number of online stores in the last two
years. “Filipinos might be among the most active netizens in social media, but
when it comes to shopping it seems tradition remains a hard habit to break,” it
said (Desiderio, 2013).
Because of shopping via mobile phones people became well-informed
shopper of products since they are able to search about an item they want to
buy as well as compare prices across brands, and thus get the best deals
available (Facebook 2018 Holiday Study).
Consequently, the love for shopping is alive among Filipinos. They find
joy in going up and down the aisles to check out grocery items. Retailers can
further intensify the in-store shopping experience by offering a pleasant store

environment. When shoppers are at ease, they are likely to come back to the
store. This also makes them more receptive to in-store marketing efforts like
promotions or impulse purchase (Lou-Ann Navalta & Nielsen’s, 2014).
Synthesis:
Today, everything is related to technology because it is designed to
help people living better. One of the most benefiting technologies is online
shopping through Internet. There are many reasons and factors why online
shopping is the best option over conventional shopping. Doing online
shopping is not always a perfect thing, it also has advantages but there’s
always a trap online.
First of all, online shopping is convenience. We don’t even have to line
up at the counter for purchasing in online shopping. Shopping just takes
minutes and we can easily get the item we want by searching through
keywords but not walking around to get item.
Besides, we can get better prices through online shopping. There are
offers of discount coupons and rebates and products from all over the world
can be bought through online shopping.
Another is online shopping offers variety of products and choices for
consumer. While looking for a product, we can search different brands
produced by different manufacturers.
However, psychological factors such as trust, privacy and security
issues and perceived risk such as shipping speed, are the main concern of
online shoppers. These negatively influence online purchase intention and
behavior of consumers.
In conclusion, online shopping brings much convenient and benefits for
people. People can spend time shopping at home through online shopping,
thus helping people to save time. Using online shopping, we can shop
anything, anywhere at any time. On the other hand we need to be very careful
when choosing and trading online.
Chapter 3
RESEARCH METHODOLOGY
This chapter presents the research design, respondents of the study,
data gathering tool, data gathering procedure, and statistical tool used in the
study.
Research Design
The main focus of the study is to investigate the factors influencing
students’ online buying behavior. Descriptive were used as research design.
This will enable the researchers to collect relevant data, work
effectively and have a deeper understanding to the factors influencing
students’ online buying behavior.
Respondents of the Study
The respondents of the study are 100 students of Ballesteros National
High School from Senior.
Data Gathering Tool

The instrument used by researcher was questionnaire with scale to
measure the responses of the students of the formulated factors possibly
influence the online buying behavior of students’. The scale of the
questionnaire has 5 degrees of intensity with weights of 5 being the highest
and 1 being the smallest rating. The researcher personally distributed
management students of Ballesteros National High School.
Data Gathering Procedure
The study entails to the investigation of the factors influencing the
online buying behavior of students’ in Ballesteros National High School,
Ballesteros Cagayan. The questionnaires were distributed to the respondents
of senior high school students through briefing on the objective of the study
and direction in answering the questionnaire. Respondents will be
encouraged to answer the questions accurately as possible. Retrieval of the
questionnaires was done right after the respondents have accomplished
them. Results were collected, tabulated, interpreted, and finally it has been
analyze.
Statistical Tool
The questions under the study were treated by using s
Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents findings obtained from the questionnaires that
were processed by use of SPSS and Microsoft excel package. Tables were
mainly used for presentation of findings and each result was interpreted.
Correlation of variables, frequency, and percentage distribution were
computed and conclusions were drawn from the results obtained to shed light
on how perceived benefits, perceived risks and psychological factors
influence the online buying behavior of senior high school students of
Ballesteros National High School.
A. Factors Influencing Students’ Online Shopping Behavior
Table 1.1 Frequency and Percentage Distributions of the Respondents as to

the Factors Influencing Students’ Online Shopping Behavior.
1. FACTORS INFLUENCING MEAN DESCRIPTIVE REMARKS

STUDENTS’ ONLINE BUYING VALUE
BEHAVIOR
A. Perceived Benefits 3.58 Agree Extensive
1.1 I shop online because I get better
deals then in traditional retailing stores.
B. Perceived Risks 3.49 Agree Extensive
1.2 I hesitate to shop online as there is
a high risk of receiving malfunctioning
merchandise.
C. Psychological Factors 2.87 Undecided Moderate
1.3 Shopping online is risky because Extent
of a lack of strict cyber laws in place
to punish frauds and hackers.
GRAND TOTAL 3.31 Undecided Moderate
Extent
As reflected by the table, on statement number 1.1 and 1.2 under
perceived benefits and perceived risks, the respondents are agreed to shop
online because of the better deals they get and hesitate to shop online as
there is a high risk of receiving malfunctioning merchandise. Got a remark as
extensive. While on statement number 1.3 under psychological factors, the
respondents are undecided if shopping online is risky because of a lack of
strict cyber laws in place to punish frauds and hackers, with a remark as
moderate extent. Got a total mean of 3.31, a descriptive value as undecided,
and a remark as moderate extent.
Legend:
Weighted Mean (WM) Descriptive Value (DV)

4.20-5.00 Strongly Agree
3.40-4.19 Agree
2.60-3.39 Undecided
1.80-2.59 Disagree
1.00-1.79 Strongly Disagree
B. Perceived Benefits
Table 2.1 Correlation between Perceived Benefits and Online Buying
Behavior
Online Buying Behavior
Pearson Correlation .913
Perceived Benefits Coefficient of determination 83.35%
Sig. (1- tailed) .025
N 100
The findings indicate a positive relationship between perceived benefits
of online shopping and consumer online buying behavior of students.
However, the Pearson correlation of 0.913 with a significance value of less

than 0.05 showed a medium positive correlation between the two variables. It
was thus established that perceived benefits can account for 83.35% of the
variation of consumer online buying behaviour. This finding was consistent
with Delafrooz, Paim, & Khatibi (2010) who conducted a study on online
shopping behaviour of postgraduate students from a public university in
Malaysia and concluded convenience, price and wider selection had a
positive impact on attitude towards online shopping.
C. Perceived Risks
Table 3.1 Correlation between Perceived Risks and Online Buying

Behavior
Pearson Correlation -.814**
Perceived Risks Coefficient of determination 66.25%
N 100
Perceived risks were found to be negatively related to online buying
behaviour with a Pearson correlation coefficient of r = -0.814 and the
significance value is less than .001 as indicated by the double asterisk after
the coefficient in table 3.1. This implied that perceived risks shares 66.25% of
the variability in consumer online buying behaviour. The probability of getting
a correlation coefficient this big in a sample of 100 people if there was no
relationship between the variables is very low. Hence, it was concluded that
there is a genuine negative relationship between perceived risks and online
buying behavior. This finding was also made in a study on impact of online
shopping experience on risk perceptions and online purchase intentions in a
study done by Dai et al., (2014) which concluded that online shopping
experience is negatively related to perceptions of product and financial risks
associated with online shopping regardless of product category. It can
therefore be confirmed from the findings that students consider uncertainity
as to the product quality, risk of receiving malfunctioning merchandise and
other delivery risks a key concern in making decision to shop online. Thus its
prudent to mitigate against these risks in order to get consumers to turn to
online shopping.
D. Psychological factors
Table 4.1 Correlation between Psychological Factors and Online Buying

Behavior
Psychological Factors Coefficient of determination 49.14%
N 100
Psychological factors were found to be negatively related to online
buying behaviour with a Pearson correlation coefficient of r = -0.701 and the
significance value is less than .001 as indicated by the double asterisk after
the coefficient in table 1.4. This implied that psychological factors account for
49.14% of the variation in consumer online buying behaviour. Hence, it was
concluded that there is a genuine negative relationship between psychological
factors and online buying behaviour.

These studies showed that consumers hesitate to shop online because
of financial risk and psychological factors like trust and security issues.
However, this finding contradicted by Hasslinger, Hodzic, & Opazo, (2007),
who made an observation that shoppers generally had a more positive
attitude toward feeling secure when purchasing online. This may be because
the study was done in a market that is more developed and has consumers
who are accustomed to online shopping.
E.Summary of the Factors Influencing Students’ Online Buying Bahavior
Table 5.1 Correlation between Perceived Benefits, Perceived Risks and

Psychological Factors to Online Buying Behavior
Pearson Correlation .913
Perceived Benefits Coefficient of determination 83.35%
N 100
Perceived Risks Coefficient of determination 66.25%
N 100
Psychological Factors Coefficient of determination 49.14%
N 100
This table shows the correlation between perceived benefits, perceived
risks and psychological factors to online buying behavior. It is evidently
indicate that perceived benefits has positive relationship between online

buying behavior. With the pearson correlation of 0.913 and a significance
value of less than 0.05. While perceived risks and psychological factors
negatively related to online buying wherein perceived risks has a pearson
correalation coefficient of r = -0.814 and the significance value is less than
.001. While psychological factors has a pearson correlation coefficient of r = -
0.701 and the significance value is less than .001.
Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter contains the summary of findings, conclusions and
recommendations. This section of the study concludes the research findings
as carried out.
Summary of Findings
The study focused on senior students of Ballesteros National High
School who bought online. The targeted population was 134 while the sample
size was 100. One-hundred (100) duly filled questionnaires were returned and
this was deemed acceptable for the purpose of this study.
The findings of the factors influencing consumer online buying behavior
are summarized as follows:
1. Factors Influencing Students’ Online Buying Behavior
1.1 On Perceived Benefits, the respondents have a descriptive
value “Agree” with a mean of 3.58.

1.2 On Perceived Risks, the respondents have a descriptive
value “Agree” with a mean of 3.49.
1.3 On Psychological Factors, the respondents have a descriptive
value “Undecided” with a mean of 2.87.
2. Perceived Benefits
The findings indicated a positive relationship between perceived
benefits of online shopping and online buying behavior. However, the
Pearson correlation of r = 0.913, p (one-tailed) < 0.05 which implied
that perceived benefits can account for 83.35% of the variation of
consumer online buying behaviour, shows a medium positive
correlation between the two variables.
3. Perceived Risks
Perceived risks were found to be negatively related to online
buying behaviour with a Pearson correlation coefficient of r = - 0.814**,
p (one-tailed) < 0.001 for respondents with online purchasing
experience. This meant that perceived risks shares 66.25% of the
variability in consumer online buying behaviour.
4. Psychological Factors
Psychological factors were found to be negatively related to
online buying behaviour with a Pearson correlation coefficient of r = -
0.701**, p (one-tailed) < 0.001. This implied that psychological factors
account for 49.14% of the variation in consumer online buying
behaviour.
Conclusions
Based on the research findings and data analysis, the following
conclusions were drawn.
The ever-increasing use of the internet provides a developing prospect
for online businesses and consumers. Awareness of the factors affecting
buyers’ likelihood to make online purchase can further develop marketing
strategies in converting potential customers into active ones. Individuals who
purchase online perceived significantly greater benefit in terms of
convenience, price and a wider selection.
Perceived risk associated with online purchasing negatively influenced
online purchasing behaviour. The respondents confirmed that uncertainty as
to the product quality, risk of receiving malfunctioning merchandise, difficulty
in settling disputes and delivery risk a key concern in making decisions to
shop online. A similar negative correlation was established for psychological
factors. This implied that the senior students of Ballesteros National High
School are looking for more safety and trust online.
Recommendations
1. The study recommends that various risk-reducing strategies should be
developed by online retailers.
2. Campaigns should also be done to be educate consumers on online
shopping to lure in more shoppers. This is because consumers are
more likely to make online purchases if they feel their security and
privacy provided by online vendors are adequate.

3. Online retailers should put mechanisms in place to guarantee the
quality of their merchandise and create avenues of settling disputes
while making exchanges of products.
4. Safe and reliable courier services should be used to ensure that
products ordered online are received by the customers.
5. Online vendors should not only focus on offering low prices, broader
selection of products, convenience and other advantages associated
with online purchasing. This is because other concerns negate these
advantages, particularly risks, security and privacy concerns of online
shopping.
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Republic of the Philippines

Department of Education
Region 2
Division of Cagayan
September 4, 2019
LOLITA CABALZA UNIDA

Secondary School Principal IV
Ballesteros National High School
Dear Madame:
In partial fulfillment of the requirements for the subject Practical Research 2,

we the undersined Grade 12 ABM-Flamingo students, would like to conduct
the research study entitled “Factors Influencing Students’ Online Buying
Behavior”.
In connection to this, we would like to ask your good office to allow us to

conduct the aforementioned research study in the school premises. Rest
assured that the data we will gather shall remain absolutely confidential and
shall be used in academic purposes only.
We believe that you are with us in our enthusiasm to finish the requirements
for our subject and to ultimately develop our well-being. We hope for your
positive response to this humble matter. Your approval to conduct this study
will be greatly appreciated.
Respectfully yours,
JAMES UMBLAS AR GEL BUCARILE PAULINE LAZO
KATHLEEN MENOR JEMMALYN NICOLAS

Approved by:
Republic of the Philippines

Department of Education
Region 2
Division of Cagayan
September 4, 2019
Dear Respondent:
We, the researchers, are senior high school students pursuing an academic
track in Accountancy and Business Management. We are currently
undertaking a research project on factors influencing students’ online buying
behavior.
In view hereof, may we respectfully request that you answer the attached
questionnaire. Please be assured that your answers will only be used for
scientific purposes in the framework of the survey, individual persons shall not
be identified. Moreover, your responses shall be treated with utmost
confidentiality.
Please return the completed questionnaire as soon as possible to the

undersigned.
Thank you very much for your support!
Truly yours,
JAMES UMBLAS AR GEL BUCARILE PAULINE LAZO
KATHLEEN MENOR JEMMALYN NICOLAS

Noted by: Approved by:
VIRGILIO M. TAMAYO JR. LOLITA CABALZA-UNIDA, Ph.D

Practical Research 2 Teacher Secondary Principal IV
BNHS, Ballesteros,Cagayan
Questionnaire:
This questionnaire is designed to obtain information for a study to investigate

factors influencing students’ online buying behavior. Your participation in this
survey is voluntary. Data obtained will be pure academic purposes. Your
opinion as expressed in this questionnaire is important and useful for this
study.
This section is about your thoughts regarding online shopping. Please TICK
( ) the appropriate answer to reflect the extent you agree or disagree with
Each of the following statements.
The extent is rated as;

Strongly Agree-5 Agree-4 Undecided-3 Disagree-2 Strongly Agree-1
5 4 3 2 1
1. What are the factors influencing students’

online buying behavior?
1.1 a. Perceived Benefits

I shop online because I get better deals
than in traditional retailing stores.
1.2 b. Perceived Risks
I feel that there will be difficulty in settling
disputes when I shop online.
1.3 c. Psychological Factors
Shopping online is risky because of a
lack of strict laws in place to funish
frauds and hackers.
2. What is the influence of perceived benefits

online shopping on online buying behavior?
2.1 I shop online because I get a beoader

selection of products.
2.2 I shop online as I can shop whenever I
want to-(24/7) availability.
2.3 I use online shopping for buying
products which are otherwise not easily
available in the nearby market.

2.4 It takes little time and effort to make an
online purchase.
2.5 I shop online as I get detailed products
Information online.
5 4 3 2 1
3.To what extent do perceived risks of online

shopping influence online buying behavior?
3.1 It is hard to judge the quality of the

merchandise over the internet.
3.2 I hesitate to shop online as there is a high
risks of receiving malfunctioning merchandise.
3.3 I might not receive the product ordered
online.
4. How do psychological factors influence

online buying behavior?
4.1 Shopping online is risky because of a

lack of strict laws in place to funish
frauds and hackers.
4.2 I feel that my credit card details may be
compromised and misused if I shop online.
4.3 I might get over changed if I shop online
as the retailer has my credit card
information.
4.4 I feel that my personal information given to
the retailer may be compromised to third
party.

RESEARCH

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BALLESTEROS NATIONAL HIGH SCHOOL

FACTORS INFLUENCING STUDENTS’ ONLINE BUYING BEHAVIOR

Senior High School Department

Ballesteros National High School

In Partial Fulfillment of the Requirements in

A project without proper guidance is like a ship without navigator. A

Above all, we would like to extend our greatest gratitude to Almighty

thisresearch and makes us believe in ourselves.

us to accomplish this research project. His support including his pieces of

are very grateful for bringing out the best in us.

so much for everything.

in supporting us to finish this project as well as to your prayers.

We want to give our gratitude to our deepest adviser Mrs. Presnaida

Lastly, we appreciate all the respondents who spend their precious

time to complete the survey questionnaires. It would have been impossible to

process for us.

hardship and always there to lean on in times of sadness and happiness of

challenges and twists in the completion of our study.

CHAPTER 1 – THE PROBLEM AND ITS BACKGROUND

Statement of the Problem - - - - - - - - - - - - -

Significance of the Study - - - - - - - - - - - - - -

Scope and Delimitation - - - - - - - - - - - - - -

CHAPTER 2 – REVIEW OF RELATED LITERATURE AND STUDIES

CHAPTER 3 – RESEARCH METHODOLOGY

Respondent of the Study - - - - - - - - - - - - - - -

CHAPTER 4 – PRESENTATION, INTERPRETATION

CHAPTER 5 – SUMMARY OF FINDINGS, CONCLUSIONS AND

Appendix A – Letter of Request to Conduct the Study - - - -

1 Frequency and Percentage Distributions of the

2 Correlation between Perceived Benefits and

3 Correlation between Perceived Risks and

4 Correlation between Psychological Factors and

last few decades has resulted in emergence of online purchasing of products

buying behaviour of Ballesteros National High School. The study proposed

and psychological factors influence online buying behavior. The research

take a sample of 100 students. A closed ended survey questionnaire was

administered to collect primary data. Statistical Package for Social Sciences

66.25% of the variability of online buying behavior of senior students. Similar

statistically significant correlation results was arrived at for psychological

factors which shared a variability of 49.14% with online buying behavior. A

medium positive relationship between perceived benefits of online shopping

and consumer online buying behavior was established with a shared

variability of 83.35%. The study recommends that various risk-reducing

strategies should be developed by online retailers in addition to putting

mechanisms in placeof guarantee to quality their merchandise and create

avenues of settling disputes.

PROBLEM AND ITS BACKGROUND

Today, Internet is not only a networking media, but it is also used as a

trading information, services and goods.

According to the survey by A.C. Nielson (2007), there are millions of

people in the world have done online shopping. An examination by Forrester

(2006) reported that E-commerce market would grow from billions.

With the development of Educational Services in our country, students

have become one of the important consumer market segments.

Therefore, to successfully attract this particular group of population, the

their behavior toward online buying.

trying to understand the wants of the shoppers.

Because of the numerous advantage and benefits, more and more

study was to investigate factors influencing online buying behavior of

STATEMENT OF THE PROBLEM

Generally, this study aims to find the factors influencing students’

online buying behavior.

1. What are the factors influencing students’ online buying behavior?

1.1 Perceived Benefits