CHAPTER I

Rationale

From how people connect with their friends and family and how they engage with

businesses, social media is a big part of everyday interactions. The use of social media

in daily life has grown exponentially over the past couple of decades. In 2005, only 5%

of adult Americans were on at least one social media site, now that number has risen to

69% (Social Media Fact Sheet, 2017). In general, social media use has been

characterized by Millennials and their overwhelming presence on the sites. However

even 80% of Americans ages 30-49 and 64% of Americans from 50-64 use social

media, making it a part of almost every age group (Social Media Fact Sheet, 2017).

90% of American adults use social media every day and 24% of adolescents are on

social media “almost constantly” (Perrin, 2015; Lenhart, 2015). Online Shopping

behavior on the Web has been the subject of considerable research in the last few

years, but understanding it is made difficult by the fact that the main entities involved,

consumers and businesses, have been transformed (Koufaris, 2002). Online Shopping

behavior plays one of the crucial roles in achieving a company's main goals. It is

affected by many external and internal factors, but the organization may also

significantly affect its activities in the final buyer decision-making process.. The incentive

of customers to shop online is researched from either a market or technology-oriented

viewpoint. Researchers examine factors such as ease, perceived utility, perceived

pleasure or fun, product inadequacy, buying conditions, and demographic

characteristics which can affect online shopping.

 Since social media has such a powerful influence on online shopping habits and

their personal lives, its culturally-related effects can also change. Different cultures have

different uses for social media, as well as different characteristics of consumers and

businesses (Poushter, 2017). Addiction is a human trait that spreads across many

different cultures. Western cultures are the most adept to social media due to the fact

that they have the most technological advances; however, other countries around the

world such as South Korea, Russia and Brazil, are also relevant in the social media

world. Although the penetration is not high, at over 1 billion, Asia has the highest

number of Internet users (Gamboa, 2014). Businesses use social media as a cheap and

effective marketing too. It allows the companies to better communicate with their

consumers. Company use of social media increases consumer satisfaction, customer

loyalty, and consumer awareness of brands. Social media affects up to 47% of

millennials purchases (Roesler, 2015).

This paper will explore how addictive behaviors that are related to social media

use effects online buying behaviors, specifically to the SHS students. It will first look at

theories of social media and how they impact societal actions, then dig further into the

theory of addiction and what causes someone to be at risk of addiction. Social media

addiction and social media’s role in businesses and online shopping behaviors will give

a background for how an addiction to social media may affect online shopping

behaviors.
Research of Objectives

This study aims to determine SOCIAL MEDIA USE AND OINE SHOPPING

BEHAVIOR OF SHS STUDENTS objective in the following:

- Identify the relationship of social media and online shopping behavior

- To know if the online shopping affect the students of UM through behavior.

- What is the impact of too much use of social media on the online shopping behavior of

UM students

Hypothesis

It is assumed that the pandemic brought change to shopping behavior of

consumers. People are using social media platforms nowadays. With this, it is timely to

promote products and attract buyers since everyone is at home. These social media

factors relates to online shopping behavior. The cheaper products that have purchased

to higher profit on the product sold. This is because the cheaper purchase price of the

product to sell would mean a better mark-up of the price while selling online. This really

enables entrepreneurship since you are catering buyers in all ages and considering the

purchasing power online.

Scope and Delimitation

This part of the study will address the range and will set the limit of the research

that will be conducted about the social media use and online shopping behavior of the

grade 12 senior high school students of UM Ilang High School.

The study aims to know the relativity of the social media use and the online

shopping behavior of the students during the pandemic. The researchers wanted to

distinguish if using social media affects the students’ online shopping behavior. In

addition, the researchers also aim to know if the pandemic had something to do with the

growing numbers of online shopper.

The study was conducted only to the Grade 12 students of UM Ilang High School.