1

Chapter 1

Research Rationale

1.1 Introduction

In the new era of technology, a new form of buying and selling of goods and

services using computer networks, such as the Internet or online social networks emerged

called, E-commerce or electronic commerce. It is the sale or purchase of goods and

services over the Internet [ CITATION Lim \l 13321 ].

As the development of smartphones and internet-enabled devices arises along

with their application and services, the growth of online shopping transaction also arises

resulting to a more competent marketplace. Social media or social networking sites like

Facebook, Twitter, and Instagram etc. are more now commonly used as a way to sell

online. Despite the significant growth of online shopping, negative aspects and impacts of

online shopping also started to spread. There are more risks expected in online shopping

as there is lesser interaction with the seller as well as a lack of visual or tangible

indications about the quality of the product [ CITATION San09 \l 13321 ].

Perceived risk such as financial, quality, time, delivery, privacy, psychological

and social risk influence consumers’ online buying intention [ CITATION Cla \l 13321 ].

Consumers’ are afraid of buying online because of these risks. In determining the most

perceived risk of a non-online buying consumer, there are certain factors that need to be

considered.
 2

Therefore the researchers decided to conduct a research about the factors affecting

the most perceived risk that influence online buying intention of selected TIP QC Senior

High School ABM Morning Session Students.

The significance of this study is to help determine the most perceived risk

students’ recognize that influence their intention of buying online and the factors

affecting it. Coping up with the change in the society due to the development of

technology, engaging in online buying could benefit us in many ways such as more

convenience, wide variety of choices, and save time and energy. But as consumers’

engage themselves in buying online one’s should know the risk that they may face while

purchasing online. Thus determining their most perceived risk, this study will further help

students as potential online buyers, avoid future problems and harm when buying online.

Recognizing students’ most perceived risk that may help them lessen problems when

buying online, this study will also help the TIP management live up to its mission in

securing the welfare and safety of the students to produce innovators, problem solvers

and life-long learners. Furthermore, this study could help future researchers with their

study in terms of perceived risk that influences online buying intention.

1.2 Statement of the Problem

This study aims to determine the students’ most perceived risk that influence their

online buying intention and the factors affecting it based on their demographic profile in

terms of age, gender, financial status and residence.

 3

1.3 Research Impediment

This study focuses on determining the most perceived risk that influences TIP QC

SHS ABM Morning Session students as respondents’ online buying intention base on the

factors affecting it. This study gives emphasis to online sellers in social media sites such

as Facebook, Twitter and Instagram. Non-online buyers or students’ who weren’t

involved in online buying are the focused respondents of this study. This study also

focuses on the factors based on their demographic profile in terms of age, gender,

financial status and residence that may affect their most perceived risk. The researchers

will only give emphasis on determining the most perceived risk among financial, quality,

time and privacy risk that influence students’ online buying intention.
 4

Chapter 2

Review in Related Literature

2.1 Research Paradigm

E-commerce or electronic commerce is the sale or purchase of goods and services

over the Internet. E-commerce also includes the offline payment and delivery of the

goods or services [ CITATION Lim \l 13321 ]. This new form of buying and selling of goods

and services using computer networks, such as the Internet or online social networks is

one of the results to the development of World Wide Web.

Online shopping creates the opportunity for different businesses to reach

consumers directly across the globe compared to the hassle way of traditional shopping

where consumers have to go to stores to buy goods [ CITATION Akr15 \l 13321 ]. The

increasing number of smartphones and internet-enabled devices along with their

applications, new features and services make the internet easier to be accessed and much

more convenient. This has led to an enormous growth of online shopping which

consequently has increased the level of competition in the internet marketplace.

Although there is a significant growth of online shopping, negative aspects and

impacts of online shopping also started to emerge. In an online environment, in contrast

to a physical one, greater risks are expected as there is a lack of visual or tangible

indications about the quality of the product or face-to-face interaction with sales staff

[ CITATION San09 \l 13321 ] . Consumers are more concerned about their purchase decision.

They will automatically think about the risk they might face while purchasing online.
 5

The consumer perceived risk concept was originally introduced by Bauer, he

defined consumer perceived risk in terms of the uncertainty and the consequences

associated with a consumer’s action [CITATION Alm14 \l 13321 ]. Perceived risk is one of

the most significant factors that influence consumer purchase intention. Comparing with

traditional way of shopping, online shopping perceived to have higher risk, it’s able to

reduce the willingness and influence the buying intention of consumers to purchase good

or service online.

Perceived risk has a long history in consumer behaviour literature where findings

confirm that perceived risk is more powerful at explaining consumers behaviour, since

consumers are more often motivated to avoid mistakes than to take full advantage of their

utility in purchasing [ CITATION And08 \l 13321 ] . Risk perceptions directly affect

purchasing and purchase intention, when consumers’ perceived risk is high, the

probability of a consumer to buy or to repurchase online will be low. It shows that

perceived risk will affect the attitude of online purchasing. Negative effects from the

perception of risk have also been found to have a negative impact on shoppers' attitudes

towards online shopping.

Generally, there are many types of perceived risk experiencing by consumers in

online shopping. Online shoppers described different types of fear in online buying. The

levels of fears are listed in Table 1.

Rank Types of Risk Observations

1 Financial Risk The highest level of fear of respondents is the chances of

suffering a financial loss due to fraud of credit card.

2 Quality Risk The second level of fear is that the product quality is not
 6

as expected.
3 Time Risk Similar to quality risk, fear of consumers about the

product doesn’t perform as described and caused the

longer time of returning and waiting processes for the

product to be delivered
4 Delivery Risk Fear of consumers about the delivery will not be

performed on time or that the product is damaged during

the process of delivery.

5 Privacy Risk Fear of consumers about the privacy of their personal data

and credit card details which may be misused by the seller.

6 Psychological Risk Fear of consumers regarding the doubts of e-Transactions,

especially when the product is expensive or urgently

needed.
7 Social Risk The lowest level of fear goes to social risk. It is about the

fear of fraud transactions which may cause their referent

groups (family members of friends) to blame them for

making a bad decision.

Table 1: Level of fear according to different type of risks when consumers doing online

shopping [CITATION Cla \l 13321 ].

Perceived Financial Quality Risk Time Delivery Privacy Psychologica Social

Online Risk Risk Risk Risk l Risk Risk

Shopping

Researchers
(1)
     
Identifying
 7

Factors of

Consumer

Perceived

Risk

towards

Online

Shopping in

India[ CITATI

ON Sur11 \l

13321 ]
(2) The
     
Influence of

Risk

Perception

in Online

Purchasing

Behavior:

Examination

of an Early-

Stage

Online

Market

[ CITATION

Alm14 \l
 8

13321 ]
(3) The
  
Impact of

Online

shopping

Experience

on Risk

Perceptions

and Online

Purchase

Intentions:

Does

Product

Category

Matter?

[ CITATION

Placeholder1

\l 13321 ]
(4) The
   
Impact of

Perceived

Risk on

Online

Buying
 9

Behavior

[ CITATION

Ars \l 13321 ]
(5)
     
Comparing

Online and

In-store

Risks in

Multichanne

l Shopping

[ CITATION

Bez16 \l

13321 ]
Table 2: Summary of Previous Researches (2011-2016) on the Perceived Risks in Online

Shopping

Review of past researches on consumers’ perceived risk of online shopping

(2011-2016) is presented in Table 2.

(1) Six components of consumer perceived risk was identified that have

significant impact on online shopping – financial, quality, time, privacy, psychological

and social risk [ CITATION Sur11 \l 13321 ]. However there is a dominance of money related

risk - financial where lack of protection for credit card information is treated as greater

concern. It was then followed by quality risk, privacy risk, time risk and psychological

risk. However, social risk is at last for being the consumers’ least perceived risk in online

buying.
 10

(2) Consumers' perceived risk reduces consumers' intention to purchase online.

Consumers perceived privacy risk and psychological risk is the most significant risk

factors affecting internet shopping, followed closely by quality and financial risks. While

time and social risk are the least significant risk affecting internet shopping.

(3) Investigates the relationships among previous online shopping experience,

perceived product, financial, and privacy risk associated with online buying, and

consumers’ purchase intentions. Risk perceptions are among the most critical variables in

the study of online shopping. This study shows that with increased online shopping

experience, shoppers perceive risk reduced product, financial, and privacy risks when

shopping online for non-digital products. However, perceived privacy risk is not affected

by online shopping experience for digital products.

(4) Examines online buying behavior based on the construct of perceived risk as a

predictor of online buying behavior. This study discovers the various aspect of risk that

impacts directly or indirectly on online consumer buying behavior. Security risk and

financial indicates that it must be low in order to get a high and positive online buying

behavior. Time and convenience risk goes to the relationship that indicates that the lesser

the risk greater the positive buying response expected from online buyers. Whereas,

psychological risk indicates that greater the internet experience greater positive response

is expected from online buyers.

(5) Compares the nature, level and influence of perceived risk in purchasing

online and in-store, as consumers will do when deciding which distribution channel to

buy in. This paper supplements and updates the few studies that have compared in-store
 11

and online risk. Privacy, psychological and quality risks more influential for an online

purchase. While financial, time and transaction risks more influential for an in-store

purchase.

This review showed that, among the seven types of perceived risk, financial risk,

quality risk, time risk, privacy risk and psychological risk - were frequently used in the

study of risks in online shopping. In this study the researchers will be only focusing on

four perceived risk; financial risk, quality risk, time risk and privacy risk.

2.2 Theoretical Framework

A person’s behavior is mainly determined by its perception. Their choices,

intentions and behavior are caused by their perceptions. In studying the consumer

behavior it is necessary to identify the perception of consumers. (Arshad, A., Zafar, M.,

Zafar, I., Khan, S., et' al, 2015). Consumer behavior is a behavior that consumers show

in searching for, purchasing, using and evaluating products, services and ideas, which

they expect will satisfy their needs.

Theory of Planned Behavior (TPB), originated from the Theory of Reasoned

Action (TRA). Attitude is a major predictor of behavioral adoption intention according to

the Theory of Reasoned Action and the Theory of Planned Behavior [ CITATION Akr15 \l

13321 ]. TPB is used to forecast a person’s intention towards online shopping. In this

theory, attitude is determined by a behavioral belief about performing a particular

behavior and it is one of the three factors in TPB. TPB theory stated that customers’

behavioral attitude will directly alter the intention of online shopping. Past researchers
 12

found that the TPB was able to predict attitude and behavioral intention of consumers.

Perceive risk affects the attitude which alters the consumers’ behavior in regards to their

online buying intention.

Independent Variables Dependent Variables

Financial Risk
PERCEIVED RISK

ONLINE BUYING
Time & Convenience Risk BEHAVIOR

Security/Privacy Risk

Psychological Risk

Figure1. Theoretical Framework [ CITATION Ars \l 13321 ]

 13

2.3 Conceptual Framework

Perceived Risk

Financial Risk
ONLINE
BUYING
Quality Risk INTENTION
DEMOGRAPHIC
PROFILE

Time Risk

Privacy Risk

Figure2. Factors affecting Most Perceived Risk that Influence Online Buying Intention of

Selected TIP QC SHS ABM Morning Session Students

The researchers will be only focusing on determining the most perceived risk in

terms financial risk, quality risk, time risk and privacy risk that influence TIP QC Senior
 14

High school students’ online buying intention based on their demographic profile as

factors. Respondents’ demographic profile consists of their age, gender, financial status

and residence; these will serve as the factors that affect their most perceived risk. The

researchers also narrowed the scope of online buying behavior giving emphasis to online

buying intention.

Respondents’ demographic profile differs from each other resulting to varied

insights towards the perceived risk that influence their online buying intention. Age,

gender, work-orientation however do have some impacts on the online shoppers

[ CITATION Ars \l 13321 ]. Adults and teens have different perspective on the risk that they

recognize when purchasing online. In today’s generation, a number of teenagers were

observed to be actively taking part in the online purchase of mobile covers, animated

shoes and t-shirts, gadgets, music, books and other stuff that is not available in their local

markets.

Perceived risk also alters based on the gender of the consumer. Accordingly,

females are more sensitive to relevant information online than males when making

judgments, causing subsequent purchase attitudes and intentions rendered by males and

females to vary [ CITATION Bez16 \l 13321 ]. Women tend to shop more than the male

population in traditional way. however the internet shopping showed a slight difference

in this gender pattern as male population too started to shop more as online shopping

provided them convenience and ease [ CITATION Ars \l 13321 ]. Women found the purpose

of online shopping as a weak social activity compared with shopping in traditional stores

or physical stores. This is due to the lack of face-to-face interaction with sales associates

online buying. Women did not find online shopping as convenient as compared to the
 15

male population. Women prefer interactions when it comes to buying fashion, clothing,

food and beverages which were not available online with such an ease, as for men who

showed interest in electronic goods showed a positive turn towards online shopping as

these products were easily available online. Previous researches also identified that the

products available at early stage of internet shopping were male oriented.

Their residence and financial status could also be a factor that determines the

most perceive risk they recognize that influence their online buying intention.

Financial risk is defined as the likelihood of suffering a monetary loss from a

purchase (Dai, B., Forsythe, S., Kwon, W., et' al, 2014). It is the most common risks

linked with the online shopping experience. The feeling or the thought of online fraud,

identity theft, manipulation of credit card information, fear of online blackmailing or

leaking of personal information by the online sellers and other cybercriminal activities

are the causes of why most online customers only act as window shoppers and prefer to

buy in physical stores.

Quality risk is the possibility of the product malfunctioning and not performing as

it was designed and advertised and therefore failing to deliver the desired benefits

(Almousa, M., 2014). When purchasing in an online environment, he consumer doesn’t

have the opportunity to physically inspect the product before purchase, and therefore

quality risk is likely to be higher online because of the lack of physical inspection and

doubts about the product performing as expected. The purchased products may not

function as they are claimed to be, which is a loss for customers when a brand or product
 16

does not perform as expected due to the shoppers’ inability to accurately evaluate the

quality of the product online.

Time risk is about consumer perceptions of risks that the purchased product will

take a lot of time and effort to repair and adjust before it can be used. If the product

doesn’t meet the consumers’ expectations the time spent for searching, ordering and

waiting for delivery are perceived as losses (Claudia, I., 2012). When purchasing on the

internet, the consumer doesn’t pay for the product and receive the product immediately,

but the consumer has to wait for the delivery of the already paid-for product, and this

delivery could take too long, thus wasting the time where the consumer could already

have been using the product. And also the time spent for returning the item or the time

spent trying to get money back when the consumer issues to get a refund for the item

ordered for some reasons are significant barriers when buying online.

Privacy risk is defined as the probability of having personal information disclosed

as a result of online transactions (Dai, B., Forsythe, S., Kwon, W., et' al, 2014).

Consumers also fear that online vendors build databases of consumers and that they will

receive unwanted marketing communication messages. Consumers are afraid to give their

own personal information to online sellers fearing that they might use it for malicious

purposes.

2.4 Hypothesis

Previous literature indicated that consumers' perceived risk during online

purchasing influences their intention of doing so. Before purchasing a product, a

consumer typically considers the various risks associated with the purchase. [ CITATION
 17

Alm14 \l 13321 ]. It should be stressed that consumers are influenced by risks that they

recognize, whether or not such risks actually exists. Risk that is not recognized or

observed by the consumer, despite how real and how dangerous it is, it will not affect the

consumer’s behavior. In considering their most perceived risk that influences their online

buying intention there are factors that could affect it.

H1. There is a perceived risk in terms of financial risk, quality risk, time risk and

privacy risk that influence TIP QC Senior High School ABM Morning Session students’

online buying intention based on their demographic profile (age, gender, financial status

and residence) as factors.

2.5 Research Objective

 To determine TIP QC Senior High School ABM Morning Session students’ most

perceived risk among financial risk, quality risk, time risk and privacy risk.

 To determine if age affects their most perceived risk that influences their online

buying intention.

 To determine if gender affects their most perceived risk that influences their

online buying intention.

 To determine if financial status affects their most perceived risk that influences

their online buying intention.

 To determine if residence affects their most perceived risk that influences their

online buying intention.

2.6 Definition of Terms

Online Shopping
 18

Online shopping is defined as the process a consumer purchasing a product or

service over the internet [ CITATION MdJ14 \l 13321 ].

Perceived risk

Perceived risk is the uncertainty that consumers’ face and the consequences

associated with a consumer’s action or purchase decision [ CITATION Sch15 \l 13321 ].

Consumer Behavior

Consumer behavior reflects the totality of consumers’ decision process in the

purchasing, consumption and outlook of products and services [ CITATION Per15 \l 13321 ].

Online Buying Intention

Online purchasing intention is the context to which a customer shows readiness to

undertake an online transaction. Intentions represent self-instructions to behave in a

certain way. It implies instructions like “I should do …”, “I am going to do …” or “I will

do …” [ CITATION Zar12 \l 13321 ].

Theory of Planned Behaviour

Theory of Planned Behaviour TPB is used to forecast a person’s intention towards

online shopping.

Financial Risk

A financial risk represents the fear of monetary loss arising from online shopping

[ CITATION Ars \l 13321 ].

 19

Quality Risk

Quality risk is defined as the probability of the item failing to meet the quality

requirements originally intended [ CITATION Placeholder1 \l 13321 ].

Time Risk

Potential loss of time associated with making a bad purchasing decision by

wasting time researching and making the purchase, only to have to replace it if it does

not perform to expectations [ CITATION Alm14 \l 13321 ].

Privacy Risk

Privacy risk is defined as the probability of having personal information disclosed

as a result of online transactions [ CITATION Placeholder1 \l 13321 ].

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Chapter 3

Research Methodology

This chapter focuses on the method of research used in order to achieve the

objectives of the study.

3.1. Research Design

The researchers used an explanatory design of research. Using this kind of

research, the researchers will find out the reason behind the most perceived risk of the

selected ABM SHS students that influence their online buying intention and the factors

affecting it. Their demographic profile which consists of their age, gender, financial

status and residence will be used as the factors. The researchers will also narrow the

scope of online buying behavior giving emphasis to online buying intention.

3.2 Research Methodology

The researchers will use the qualitative method. In this method, the researchers

will conduct a survey in the form of open ended questionnaires with the selected TIP QC

Senior High School ABM Morning Session Students (A2-A8) in order to get the

information needed to finish the study. This research is based on quota sampling

technique in which a sample size of 201 students will be selected in the estimated

population of 420 ABM AM session, estimated 60 students each class of the ABM

Morning Session, with the margin of error of 5%. Due to time constraint, the researchers

only chose morning session of ABM students. Target respondents are only those who

never experienced buying online or non-online buyers within ABM A2-A8. Then, the
 21

respondents will be asked accordingly, on what perceived risks they consider that

influence their online intention, if factors such as age, gender, financial status and

residence affects their perceived risk and their reason behind their choice.

3.3 Research Instrument

The researchers conducted a open ended survey with a validation coming from the

Practical Research Professor and panels. This determined the reason behind the most

perceived risk of the selected TIP SHS ABM morning session students. Their answers

were based on their demographic profile as factors consisting of their age, gender,

financial status. The questions on the survey focused on the perceived risk among

financial risk, quality risk, time risk and privacy risk that affects students' online buying

intention based on their demographic profile.

3.4. Data Collection/Procedure

In gathering the data needed, the researchers conducted a survey with the 201

ABM morning session within two-three weeks. The researchers gave each respondent a

survey-questionnaire; the survey was conducted inside the premises of TIP. First, each

respondent received a questionnaire that consists of questions regarding their

demographic profile consisting of their name, age, gender, residence and financial-status.

Second, the respondents proceeded on answering the questions on what is their most

perceived risk the respondents’ consider that influence their online buying intention, if

factors such as age, gender, financial status and residence affect their most perceived risk

and the reason behind it, then the researchers collected the answered survey-

questionnaire.
 22

3.5 Data Analysis

The collected data and information of the researchers were gathered and arranged

as one. The researchers encoded the information gathered from the respondents based on

their demographic profile. Then the researchers analyzed the gathered data by organizing

it into categories.

3.6 Ethical Consideration

The researchers assure that the information gathered based on the respondents’

answer will be treated fair and will kept its confidentiality. The researchers will make

sure to provide information with full honesty and sincerity. The respondents’ identity will

be protected and will be respected. The researchers promise that there’s no harm and risk

involve while conducting this study. Fair distribution of risk and benefits is ensured by

the researchers to give justice to the respondents.

 23

Chapter 4

Result and Discussion

This chapter covers the findings that we gather and accumulated. The researchers

analyze the gathered data by organizing it into categories; age, gender, financial status

and residence.

4.1 Research Problem 1

Age
16 17 18
Financial Risk Most of the Most of the Most of the

respondents aged 16 respondents aged 17 respondents aged 18

answered that they answered that they answered that they

are afraid of being are afraid of being are afraid of being

scammed online scammed online scammed online

because their money because their money because they value

might go to waste, might go to waste, their money so

they will lose their they will lose their much, they will lose

hard earned money hard earned money their hard earned

and most of them and most of them money and most of

also said that also said that there them also said that

experiencing online are a lot of online there a lot of news

scam might buying scam crimes about online

traumatize them. in the country that scamming that adds

gives them a sign to their fear to buy

 24

not to buy online. online.

Quality Risk Most of the students Most of the students Most of the students

aged 16 answered aged 17 answered aged 18 answered

that they are afraid that they are afraid that they are afraid

that the item they that the item they that the item they

will receive will not will receive will not will receive will not

satisfy their satisfy their satisfy their

expectations. They expectations. They expectations. They

reasoned out that reasoned out that reasoned out that

they will get expectation is far they expect high

disappointed once from, it doesn’t quality product as

they got their hold satisfy their needs. shown through

of the item they They are also afraid pictures provided by

ordered and it that the item they the sellers online but

doesn’t meet the will bought if ever when they got their

quality on what is they will buy online item it doesn’t

shown online. is either fake or satisfy their

Pictures of items damage. expectation.

online can be

deceiving and the

full information of

an item isn’t

specified or

mentioned on the
 25

description in online

shops.
Time Risk Most of the students Most of the students Most of the students

aged 16 answered aged 17 answered aged 18 answered

that they are afraid that they are afraid that they are afraid

of buying online if of buying online if of buying online if

the delivery process the delivery process the delivery process

of their item will of their item will of their item will

take too long take too long take too long

because they are because they are because they are

worried that their worried that their worried that their

item will not arrive item will not arrive item will not arrive

to them, the item got to them. On the to them. If ever

lost or cancelled. second question they’ll buy online

Respondents also regarding time risk, they also said that

said that long if they ever online sellers should

delivery process requested for a follow the agreed

might result to refund and didn’t get estimated time their

scamming. their money back, item should arrive.

On the second they will feel angry. On the second

question regarding They will also report question regarding

time risk, if they the online seller. time risk, if they

ever requested for a Some said that they ever requested for a

refund and didn’t get will talk to the seller refund and didn’t
 26

their money back, first and try to settle get their money

they will feel mad things before they back, they will feel

and disappointed. complain. angry and worried.

They will also They will also

report, sue and report the online

complain the shop if seller.

ever they will buy

online.
Privacy Risk Most of the students Most of the students Most of the students

aged 16 answered aged 17 answered aged 17 answered

that they are afraid that they are afraid that they are afraid

of giving personal of giving personal of giving personal

information if ever information if ever information if ever

they will buy online they will buy online they will buy online

because sellers because sellers because sellers

might use it for might use it for might use it for

other purposes, they other purposes, they other purposes, they

might use their might use their might use their

personal information personal information personal

to scam other people to scam other people information to scam

and cause harm to and cause harm to other people and

potential online potential online cause harm to

buyers. buyers. Respondents potential online

added that if ever buyers. They are

 27

they’ll buy online afraid that online

there’s a high risk of sellers will give out

them giving their their information to

information to the public.

unknown people

without knowing

them personal

information that

they could turn out

to bad people or

worst criminals that

may put them in

danger.
Most Perceived Most of the Most of the Most of the

Risk respondents aged 16 respondents aged 17 respondents aged 18

chose Privacy risk as chose Privacy risk as chose Financial risk

their most perceived their most perceived as their most

risk that affects their risk that affects their perceived risk that

online buying online buying affects their online

intention. They are intention. They are buying intention.

afraid of giving out afraid of giving out They are afraid that

their personal their personal they will get

information such as information such as scammed and their

name, age and name, age and hard earned money

 28

address because they address because they will go to waste.

are afraid, online are afraid, online Since they are still

sellers will use it for sellers will use it for students they can’t

other purposes other purposes afford to lose their

causing harm to causing harm to money.

them. They also feel them. They also feel

anxious or anxious or

uncomfortable to uncomfortable to

give their personal give their personal

information to information to

someone they don’t someone they don’t

know. know.
Does financial Most of the Most of the Most of the

status affect online respondents’ respondents’ respondents’ aged

buying intention? answered NO answered NO 18 answered YES

because of their because of their because of their

most perceived risk most perceived risk most perceived risk

which is Privacy which is Privacy is Financial Risk

Risk that doesn’t Risk that doesn’t that has something

have anything to do have anything to do to do with their

with their financial with their financial financial status.

status. status.
Does residence Most of the Most of the Most of the

affects online respondents respondents respondents

 29

buying intention? answered NO answered NO answered NO

because their most because their most because their most

perceived risk, perceived risk, perceived risk,

privacy risk doesn’t privacy risk doesn’t financial risk

have anything to do have anything to do doesn’t have

with their residence. with their residence. anything to do with

their residence.
The most perceived risk of the respondents’ aged 16 and 17 is privacy risk while

the respondents’ aged 18 most perceived risk is financial risk. Respondents’ aged 16 and

17 are afraid of giving out their personal information such as name, age and address

because they are afraid, online sellers will use it for other purposes causing harm to them.

They also feel anxious or uncomfortable to give their personal information to someone

they don’t know. They are aware of the current happenings shown in news broadcast

about the increasing rate of identity theft, usage of personal information of buyers for bad

purposes and teenagers tend to value their privacy a lot. For respondents’ aged 18 they

chose financial risk as their most perceived risk that affects their online buying intention.

They are afraid that they will get scammed and their hard earned money will go to waste.

Since they are still students they can’t afford to lose their money.

4.2 Research Problem 2

Gender
Male Female
Financial Most of the male respondents Most of the female

answered that they are afraid respondents answered that

of being scammed online they are afraid of being

 30

because their money might go scammed online because their

to waste. money might go to waste.

Quality Most of the male respondents Most of the female

answered that they are afraid respondents answered that

that the item that they received they are afraid that the item

will not satisfy their needs. they will receive will not

Some of them are also afraid satisfy their expectations.

that the item that they received They reasoned out that they

is damaged. expect high quality product as

shown through pictures

provided by the sellers online

but when they got their item it

doesn’t satisfy their

expectation.
Time Most of the male respondents Most of the female

answered that they are afraid respondents answered that

that the item they bought they are afraid of buying

would not receive on the online if the delivery process

agreed time. Also, most of the of their item will take too long

male respondents will react because they are worried that

angry if the refund they want their item will not arrive to

would not come upon the them, the item got lost or

agreement. On the second cancelled. On the second

question regarding time risk, if question regarding time risk, if

 31

they ever requested for a they ever requested for a

refund and didn’t get their refund and didn’t get their

money back, they will feel money back, they will feel

angry. They will also report angry. They will also report

the online seller. If ever they’ll the online seller. If ever they’ll

buy online they also said that buy online they also said that

online sellers should follow online sellers should follow

the agreed estimated time their the agreed estimated time their

item should arrive. item should arrive.

Privacy Most of the male respondents Most of the female

answered that they are afraid respondents answered that

of giving personal information they are afraid of giving

if ever they will buy online personal information if ever

because sellers might use it for they will buy online because

other purposes, they might use sellers might use it for other

their personal information to purposes, they might use their

deceive other people. personal information to scam

other people and cause harm

to potential online buyers. On

the other hand, there are

female respondents answered

yes, they are not afraid

because it is part ordering

process.
 32

Most Perceived Risk Most of the male respondents Most of the female

chose time risk as their most respondents chose privacy risk

perceived risk that affects their as their most perceived risk

online buying intention. that affects their online buying

intention.
Does financial status affects Most of the respondents’ Most of the respondents’

online buying intention? answered NO because of their answered NO because of their

most perceived risk which is most perceived risk which is

Privacy Risk that doesn’t have Privacy Risk that doesn’t have

anything to do with their anything to do with their

financial status. financial status.

Does residence affects online Most of the respondents Most of the respondents’

buying intention answered NO because their answered NO because of their

most perceived risk, time risk most perceived risk which is

doesn’t have anything to do Privacy Risk that doesn’t have

with their residence. anything to do with their

residence.
Majority of the male respondents and female chose privacy risk as their most

perceived risk that affects their online buying. They are afraid of giving personal

information if ever they will buy online because sellers might use it for other purposes,

they might use their personal information to deceive other people.

4.3 Research Problem 3

Allowance
250-500 501-1000 1001-above
Financial Most of the Most of the students Most of the students
 33

students that has an that has an allowance that has an allowance of

allowance of 250- of 501-1000 pesos 1001 and above

500 pesos said that said that they are answered that they are

they are afraid to afraid to buy online afraid to buy online

buy online because because they might be because of the financial

it is just a waste of scammed and scam risk. Based from them,

money they are involves money. Most it is just a waste of time

also afraid that of them said that it is and money. They also

because of it their just a waste of money said that it is hard to

small amount of if it happen and for trust people nowadays

money will be them, money is hard especially when money

gone. Most of them to earn. is involve.

also said that

experiencing

online scam might

traumatize them.
Quality Most of the Most of the students Most of the students

students that has an that has an allowance that has an allowance of

allowance of 250- of 501-1000 pesos 1001 and above

500 pesos said that said that they are answered that they are

they are afraid that afraid that the product afraid to buy online

the product that they bought online because of the Quality

they bought online might does not reach risk. According to them,

might does not their expectations. what item will they

 34

reach their They are also afraid receive might not be as

expectations. They because they don’t good as what they saw

are also afraid that know if the quality of on the internet. They

the item they will the product in the also added that they are

bought if ever they pictures is good not sure of the quality

will buy online is considering that of the product.

either fake or pictures can be

damage. deceiving.

Time Most of the Most of the Most of the students

students that has respondents that has that has an allowance of

an allowance of an allowance of 501- 1001 and above

250-500 pesos says 1000 said that they are answered that they are

yes, because they afraid to buy online afraid to buy online

would feel anxious because of time risk. because if delivering the

if the product that According to them, product took a long

they bought are delivering a product time, it might be

takes a long time to that takes a long time forgotten. They also

be delivered. makes them think that said that it might be a

Respondents also they are already scam whenever it took a

said that long scammed. They said long time of delivery.

delivery process that they should

might result to follow the agreed

scamming. If ever estimated time their

 35

they’ll buy online item should arrive.

they also said that

online sellers

should follow the

agreed estimated

time their item

should arrive.

Privacy Most of the Most of the students Most of the students

students that has an who has an allowance that has an allowance of

allowance of 250- of 500-1000 said that 1001 and above

500 pesos they are afraid answered that they are

answered that they because giving afraid to buy online

are afraid of giving personal information because personal

personal is risky. According to information is very

information if ever them, if they give private. According to

they will buy their personal them, giving it to the

online because information might sellers might harm them

sellers might use it harm them in some way because

for other purposes, considering that they they are not sure of

they might use are not sure if the what the seller’s true

their personal seller is legit. They intention.

information to also added that giving

scam other people their privacy might be

 36

and cause harm to used against them.

potential online

buyers.

Respondents added

that if ever they’ll

buy online there’s

a high risk of them

giving their

information to

unknown people

without knowing

them personal

information that

they could turn out

to bad people or

worst criminals

that may put them

in danger.
Most Perceived Most of the Most of the Most of the

Risk respondents’ with respondents’ with an respondents’ with an

an allowance of allowance of 500- allowance of 1001-

250-500 pesos 1000 pesos chose above pesos chose

chose Privacy risk Privacy risk as their Privacy risk as their

as their most most perceived risk most perceived risk that

 37

perceived risk that that affects their affects their online

affects their online online buying buying intention. They

buying intention. intention. They are are afraid of giving out

They are afraid of afraid of giving out their personal

giving out their their personal information such as

personal information such as name, age and address

information such as name, age and address because they are afraid,

name, age and because they are online sellers will use it

address because afraid, online sellers for other purposes

they are afraid, will use it for other causing harm to them.

online sellers will purposes causing They also feel anxious

use it for other harm to them. They or uncomfortable to

purposes causing also feel anxious or give their personal

harm to them. They uncomfortable to give information to someone

also feel anxious or their personal they don’t know.

uncomfortable to information to

give their personal someone they don’t

information to know.

someone they don’t

know.
Does financial Most of the Most of the Most of the

status affects respondents’ respondents’ respondents’ answered

online buying answered NO answered NO because NO because of their

intention? because of their of their most most perceived risk

 38

most perceived risk perceived risk which which is Quality Risk

which is Privacy is Privacy Risk that that doesn’t have

Risk that doesn’t doesn’t have anything anything to do with

have anything to to do with their their financial status.

do with their financial status.

financial status.
Does residence Most of the Most of the Most of the respondents

affects online respondents respondents answered answered NO because

buying answered NO NO because their their most perceived

intention? because their most most perceived risk, risk, quality risk doesn’t

perceived risk, privacy risk doesn’t have anything to do

privacy risk have anything to do with their residence.

doesn’t have with their residence.

anything to do with

their residence.
Majority of the respondents’ with allowance of 250-500, 501-1000 and 1001 and

above chose privacy risk as their most perceived risk. They are afraid of giving out their

personal information such as name, age and address because they are afraid, online

sellers will use it for other purposes causing harm to them. They also feel anxious or

uncomfortable to give their personal information to someone they don’t know. Their

financial status doesn’t affect their most perceived risk because they chose privacy risk

which has nothing to do with their financial status.

4.4 Research Problem 4

Residence
 39

Quezon City Marikina City Others

Financial Most of the Most of the students Most of the students

respondents who who lives in who lives in other

lived on Quezon Marikina City said City said that they

City answered that that they are afraid are afraid to buy

they are afraid of to buy online online because it is

experiencing scam because it is just a just a waste of

online because their waste of money they money they are also

money might be are also afraid that afraid that because

wasted, they will because of it their of it their small

lose their hard small amount of amount of money

earned money and money will be gone. will be gone. Most

most of them also Most of them also of them also said

said that said that that experiencing

experiencing online experiencing online online scam might

scam might scam might traumatize them.

traumatize them. traumatize them.

Quality Most of the students Most of the students Most of the students

who lived in Quezon who lives in who lives in other

City answered that Marikina City City answered that

they are afraid that answered that they they are afraid that

the item they will are afraid that the the item they will

receive will not item they will receive will not

satisfy their receive will not satisfy their

 40

expectations. They satisfy their expectations. They

reasoned out that expectations. They reasoned out that

they will get reasoned out that they expect high

disappointed once they expect high quality product as

they got their hold quality product as shown

of the item they shown through through pictures

ordered and it pictures provided provided by the

doesn’t meet the by the sellers online sellers online but

quality on what is but when they got when they got their

shown online. their item it doesn’t item it doesn’t

Pictures of items satisfy their satisfy their

online can be expectation. expectation. And

deceiving and the also they said about

full information of the expectation vs

an item isn’t reality might

specified or happen.

mentioned on the

description in online

shops.
Time Most of the students Most of the students Most of the students

who lived in Quezon who lives in who lives in others

City answered that Marikina City City answered that

they are afraid of answered that they they are afraid of

buying online if the are afraid of buying buying online if the

 41

delivery process of online if the delivery delivery process of

their item will take process of their item their item will take

too long because will take too long too long because

they are worried that because they are they are worried that

their item won’t worried that their their item will not

arrive to them, the item will not arrive arrive or not be

item got lost or to them. If ever deliver to them. If

cancelled. they’ll buy online ever they’ll buy

Respondents also they also said that online they also said

said that long online sellers should that online sellers

delivery process follow the agreed should follow the

might result to estimated time their agreed estimated

scamming. item should arrive. time their item

On the second On the second should arrive. On

question regarding question regarding the second question

time risk, if they time risk, if they regarding time risk,

ever requested for a ever requested for a if they ever

refund and didn’t refund and didn’t requested for a

get their money get their money refund and didn’t

back, they will feel back, they will feel get their money

mad and angry and worried. back, they will feel

disappointed. They They will also report angry and mad.

will also report, sue the online seller. They will also report
 42

and complain the the online seller or

shop if ever they file a case.

will buy online.

Privacy Most of the students Most of the students Most of the students

who lived in Quezon who lives in who lives in others

City answered that Marikina City City answered that

they are afraid of answered that they they are afraid of

giving personal are afraid of giving giving personal

information if ever personal information information if ever

they will buy online if ever they will buy they will buy online

because sellers online because because sellers

might use it for bad sellers might use it might use it for

purposes, they might for other purposes, other purposes, they

use their personal they might use their might use their

information to personal information personal information

deceive other to scam other people to scam other people

people. and cause harm to and cause harm to

potential online potential online

buyers. Respondents buyers. Respondents

added that if ever added that if ever

they’ll buy online they’ll buy online

there’s a high risk of there’s a high risk of

them giving their them giving their

information to information to
 43

unknown people unknown people

without knowing without knowing

them personal them personal

information that information that

they could turn out they could turn out

to bad people or to bad people or

worst criminals that worst criminals that

may put them in may put them in

danger. danger.
Most Perceived Most of the Most of the Most of the

Risk respondents who respondents who respondents who

lived in Quezon City lived in Marikina lives in Others chose

chose Privacy risk City chose Privacy Privacy risk as their

as their most risk as their most most perceived risk

perceived risk that perceived risk that that affects their

affects their online affects their online online buying

buying intention. buying intention. intention. They are

They are afraid of They are afraid of afraid of giving out

giving out their giving out their their personal

personal information personal information information such as

such as name, age such as name, age name, age and

and address because and address because address because they

they are afraid, they are afraid, are afraid, online

online sellers will online sellers will sellers will use it for
 44

use it for other use it for other other purposes

purposes causing purposes causing causing harm to

harm to them. They harm to them. They them. They also feel

also feel anxious or also feel anxious or anxious or

uncomfortable to uncomfortable to uncomfortable to

give their personal give their personal give their personal

information to information to information to

someone they don’t someone they don’t someone they don’t

know. know. know.

Does financial Most of the Most of the Most of the

status affects respondents’ respondents’ respondents’

Online Buying answered NO answered NO answered NO

Intention because of their because of their because of their

most perceived risk most perceived risk most perceived risk

which is Privacy which is Privacy which is Privacy

Risk that it does Risk that it does Risk that doesn’t

have anything to do have anything to do have anything to do

with their financial with their financial with their financial

status. status. status.

Does residence Most of the Most of the Most of the

affects online respondents respondents respondents

buying intention? answered NO answered NO answered NO

because their most because their most because their most

perceived risk, perceived risk, perceived risk,

 45

privacy risk does privacy risk does privacy risk doesn’t

have anything to do have anything to do have anything to do

with their residence. with their residence. with their residence.

Majority of the respondents’ living in Quezon City, Marikina City and other cities

chose privacy risk as their most perceived risk. They are afraid of giving personal

information if ever they will buy online because sellers might use it for other purposes,

they might use their personal information to scam other people and cause harm to

potential online buyers. Respondents added that if ever they’ll buy online there’s a high

risk of them giving their information to unknown people without knowing them personal

information that they could turn out to bad people or worst criminals that may put them in

danger.
 46

Chapter 5

Conclusion and Recommendation

This chapter shows the findings from the results presented in the last chapter. The

summary of the research is presented and findings of the study are discussed and

interpreted.

The findings indicate that the majority of the respondents are aged 17 years old,

female, with an allowance of 501-1000 pesos per week and living within the premises of

Quezon City indicates that their most perceived risk that affects their online buying

intention is privacy risk.

5.1 Conclusion

There are 201 respondents who responded to this study. The survey

questionnaires were only given to ABM Morning Session Students from ABMA2 to

ABMA8 who doesn’t experience online buying.

What is the most perceived risk that influences their online buying intention in

terms of: Age, Gander, Financial Status and Residence?

The findings indicate that the majority of the respondents’ whose aged 17 years

old, female, with an allowance of 501-1000 pesos per week and living within the

premises of Quezon City indicates that their most perceived risk that affects their online

buying intention is privacy risk. They reasoned out that they are afraid of giving personal

information if ever they will buy online because sellers might use it for other purposes,

they might use their personal information to scam other people and cause harm to
 47

potential online buyers. When entering personal information such as personal

identification number, name, address and other personal information, consumers fear that

they might be intercepted by hackers and used in wrongful purposes [ CITATION Cla \l

13321 ]. Respondents added that if ever they’ll buy online there’s a high risk of them

giving their information to unknown people without knowing their personal information

that they could turn out to bad people or worst criminals that may put them in danger.

They also feel anxious or uncomfortable to give their personal information to someone

they don’t know.

Does age affects the respondents’ most perceived risk that influences their online

buying intention?

The findings indicate that there is somehow a difference between the most

perceived risk among the respondents aged 16, 17 and 18. Respondents’ aged 16 and 17

chose privacy risk as while respondents’ aged 18 chose financial risk as their most

perceived risk that affects their online buying intention. The researchers concluded that

those who are aged 18 values their money more than their privacy. The findings also

indicate that most of the respondents’ aged 18 have an allowance of 250-500 pesos per

week. This shows that they manage their money well and they can’t afford to spend their

money in buying online that may eventually go to scam, that’s why they chose financial

risk as their most perceived risk that affects their online buying intention.

Does gender affects the respondents’ most perceived risk that influences their

online buying intention?

 48

The findings indicate that there is no difference on the most perceived risk of

male and female. Both the majority of the male and female respondents’ show that their

most perceived risk that affects their online buying intention is privacy risk. The

researchers concluded that their gender doesn’t affect their most perceived risk which is

privacy risk.

Does financial status affects the respondents’ most perceived risk that influences

their online buying intention?

The findings indicate that majority of the students who have an allowance worth

250-500, 501-1000 and 1000-above chose privacy risk as their most perceived risk that

affects their online buying intention. The researchers concluded that their financial status

doesn’t affect their most perceived risk which is privacy risk.

Does residence affects the respondents’ most perceived risk that influences their

online buying intention?

The findings indicate that majority of the students who live in Quezon City,

Marikina City and others: Antipolo City, Rizal City and Pasig City, chose privacy risk as

their most perceived risk that affects their online buying intention. The researchers

concluded that their residence doesn’t affect their most perceived risk which is privacy

risk.

As a conclusion, the most perceived risk that affects that their online buying

intention is privacy risk. Trust is always seen as the most important aspect in online

situations, but today lack of trust is cited as the main reason for not buying products

through online [ CITATION Kau15 \l 13321 ]. Fear of giving personal information to online
 49

sellers, fear that they may use their personal information to illegal purposes, fear of

online sellers spreading their personal information to the public are the main reason why

their chose privacy risk as their most perceived that affects their online buying intention.

Based on their demographic profile: age, gender, financial status and residence, only their

age is somehow affects their most perceived risk that influence their online buying

intention.

5.2 Recommendation

 This study suggests that before buying online, one should thoroughly find out all

needed information and read reviews about an online shop or seller to find out if

one is reliable enough to give your trust.

 If ever an individual decided to buy online he/she should know that giving

personal information such as name, age, residence to the chosen online shop or

seller is a must to process their order.

 Ask family, relatives, friends or other people they know who buys online on their

opinion and suggestion on what online shop should they order from if ever they

decided to buy online.

5.3 Study for Future Research

 This study suggests that future researchers could include other perceived risk such

as social risk, psychological risk and delivery risk in determining the respondents’

most perceived risk.

 This study suggests that future researchers could include other demographic

profile that may affect respondent’s most perceived risk such as if they have
 50

already a job since Senior High School students are already qualified and legal to

have jobs.

 This study suggests that future researchers may also widen the range of number of

respondents, they could include college students, teachers and staff of

Technological Institute of the Philippines.

 51

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 53

Appendix 1
Factors Affecting Most Perceived Risk that Influence Online Buying Intention of Selected
TIP QC SHS ABM Morning Session Students

QUESTIONNAIRE:
Variable #1 Demographic Profile
Age:
Gender:
Allowance (Weekly): ( ) 250-500 ( ) 501-1000 ( ) 1001-above
Residence: ( ) Quezon City ( ) Marikina City ( ) Others: ______
Variable #2 Financial Risk
a. Are you afraid experiencing online-buying scam? Why?
____________________________________________________________________
____________________________________________________________________

Variable #3 Quality Risk

a. Are you afraid that the item you’ll receive will not satisfy you the way you expected
it? Why?
____________________________________________________________________
____________________________________________________________________

Variable #4 Time Risk

a. If ever you’ll buy online, does the waiting process of the delivery of your item makes you
anxious? Why?
____________________________________________________________________
____________________________________________________________________

b. If ever you’ll buy online, how would you react if you would want a refund on the item you
purchased online but didn't receive the money back on the agreed time?
____________________________________________________________________
____________________________________________________________________

Variable #5 Privacy Risk

a. Does giving personal information to online sellers prevent you from buying online? Why?
____________________________________________________________________
____________________________________________________________________

Variable #6
a. Among financial, quality, time and privacy risk, what is your most perceived risk that
affects you from buying online? Why?
____________________________________________________________________
____________________________________________________________________

b. Does your financial status affect your most perceived risk? Why?
____________________________________________________________________
____________________________________________________________________

c. Does your residence affect your most perceived risk? Why?

____________________________________________________________________
____________________________________________________________________
 54

Appendix 2
Dear Respondents,

Good day!

We are the researchers from ABM-A1 conducting a research study entitled “Factors Affecting
Most Perceived Risk that Influence Online Buying Intention of Selected TIP QC SHS ABM
Morning Session Students”.

In connection, may i request your outmost cooperation to answer each item of this questionnaire
to the best of your ability upon consideration of truth and honesty. Rest assured that whatever
responses you made will be dealt with high confidentiality.

I'm hoping for your cooperation. 

Very truly yours,

Claudia Alturas
Mariel Baliza
John Paul Enconado
Erika Flores
Andrea Jalbuna
Grace Kindica
ABM-A1
Practical Research
 55

Appendix 3
Curriculum Vitae

Claudia P. Alturas graduated from Balara Elementary School (2008-2012). She

received multiple achievements including Best in English (2012), Best in Math (2012)

and Salutatorian (2012). On here secondary education, she graduated from Quirino High

School and she also received multiple awards including 1st Honorable Mention (2016),

Best in English Journalism (2016) and 1st Place News Writing District 3 Level Press

Conference (2016).

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).
 56

Mariel U. Baliza, graduated from Libis Elementary School (2006-2012). She

received multiple awards including Best in Math. On her secondary education, she

graduated from Quirino High School(2012-2016) and she also received multiple awards

including 5th Honorable Mention (2016), Best in Filipino Journalism(2014), 1st place

Copy reading and Headline Writing (Filipino, 2014)

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).
 57

Andrea B. Jalbuna graduated from Bagumbayan Elementary School (2008-2012).

On her secondary education, she graduated from Cam General Emilio Aguinaldo High

School (2012-2016) and she also received multiple awards including Best in English

(2016) and 2nd Runner-Up Science Slogan Contest(2014).

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).
 58

Mary Grace A. Kindica, graduated from Infant Jesus Learning Academy both

elementary and secondary education. She did not received any academic award.

However, she received multiple awards from her extra-curricular activities and

tournaments she joined like, Volleyball Mythical Six(2013), 2nd Runner-Up “Buwan ng

Wika: Likhang Awit”(2013), Interbranch Women’s Volleyball Team Back-to-Back

Champion (2015-2016)

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).
 59

Erika A. Flores, she graduated from Quirino Elementary School (2008-2012). On

her secondary education, she graduated from Quirino High School (2012-2016).

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).
 60

John Paul E. Enconado, graduated from Cresencua B. Enverga Elementary School

(2006-2012). On his secondary education, he graduated from San Jose National High

School(2012-2016). He received an award of 1st Honor (2015-2016).

She’s currently studying at Technological Institute of the Philippines- Quezon

City, as an 11th Grade student, taking up the strand Accountancy Business Management

(ABM).