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Maxwell Atasha1st Revision 1
Maxwell Atasha1st Revision 1
Department of Education
Division of Lapu-Lapu City
Science & Technology Education Center
Science & Technology Senior High School
The Influence of Online Shopping Experience on Risk Perceptions towards Purchase Intention
amidst the Pandemic
Consumers' perceived risk has been identified as a critical factor in their decision-making process
when shopping online. This research study will recognize the influence of online shopping experiences on
risk perceptions that will lead to purchase intention between the two generations, Generation X and Z.
With the prevalence of CoVid-19 in the country, generations in the country embraced online shopping as
a choice due to restrictions. The pandemic is also a factor in the experiences of the generation. The study
will help perceive the risk factors and how the risk perceptions lead to both generations' purchase
intention concerning online shopping. By recognizing the risk factors and comparing the perceptions of
the Generation X and Generation Z that leads to their purchase intentions amidst pandemic, the sellers can
The past study has recognized the impact of the online shopping experiences on risk perceptions
and online purchase intention in the matter of the product category in the perceptions. It investigates the
relationship of the online shopping experiences on risk perceptions of the consumers. The category of the
product also matters in the online shopping intentions. The study determined the risks in online shopping,
namely product risk, financial risk, and privacy risk. It also shows that when shopping online for non-
digital items, shoppers perceive less product, financial, and privacy risks that previous buying experience
via a given shopping channel is negatively linked to perceived risks associated with the potential purchase
in that channel.
The previous study could not have broad respondents as the study used the student population in
collecting data. The proposed topic will be able to gather responses in two different generations, namely,
Generation X and Generation Z. It will be comparing the data and the different perceptions of both
generations.
The researchers proposed topic will determine the different experiences on risk perceptions of
Generation X and Generation Z and compare the results and how their experiences lead to the online
shopping intention amidst the pandemic. Thus, this study covers the people who belong in Generation X
Accountancy Business and Management is an academic strand that enables you to understand
better the fundamental components that comprise accounting and business administration in the
Philippines. As an ABM student, you will be dealing with many transactions that engage in online
purchases and the market to run the risk of being ineffective in operating the company. These studies
have all made significant contributions to our understanding of the dynamics of the online shopping field,
for us developed to provide with the requisite resources. Therefore, in this study, it will analyze the
influence of customer experience among Generation X and Z perceptions of online shopping risks and
how each form of risk perception affects online purchasing intentions. It intends to explore the consumer's
perception of online shopping. As an ABM student, the study has significant managerial implications; it
assures consumers about the value of consumers' risk perceptions to implement appropriate risk-reduction
The researchers seek the perceptions of Generation X and Z regarding the risks of online
shopping amidst the pandemic. The researchers also wanted to know the highest chance of dramatically
influencing both generations to their intentions and perceptions of online shopping. The respondents will
be 60 in total, 30 respondents for Generation X and 30 respondents for Generation Z. The researchers will
This research study aims to determine the influence of online shopping experiences on risk
Alternative Hypothesis
Research Design
This study uses a methodological method known as descriptive correlational research design.
Since an action or event has occurred, the aim of this study is to discover correlations between
independent and dependent variables. Correlational analysis is a research method that involves comparing
two variables in order to establish a statistically relevant relationship between them. This is used to
categorize variables that are linked in such a way that a change in one triggers a change in the other. This
research is classified as descriptive research that employs correlation techniques. In this study, the
correlation method is used to examine the association between the variables. According to Creswell,
correlational research designs are used by researchers to describe and measure the degree of relationship
between two or more variables. The objective in this study is to see whether the independent or dependent
variable has an impact on the result when comparing two or more groups of people. This was done to
establish a relationship between generation X and Z, two closely related entities, and how one affects the
other, as well as what improvements are progressively observed in terms of the impact of online shopping
experience on risk perceptions that lead to buying intention. This quantitative approach is used to attribute
significance to natural relationships, and it requires at least two different groups to participate in order to
be accurate. In this sense, the purpose of this study is to correlate generations in order to see how online
shopping experiences influence people's expectations of specific types of risks associated with online
shopping and how those perceptions influence people's online purchasing intentions in terms of the
following indicators: (1) The influence of online shopping experiences on product, financial, and privacy
risks (2) Customers' buying intentions are influenced by their risk perception as a result of their online
purchasing experience. In this quantitative testing approach, the researchers use statistical analysis
techniques to compare two or more variables. When variables first emerge in their foundation set-up,
patterns, correlations, and trends are thought. The impact of one of these variables on the other, as well as
how this influences the relationship between the two variables, is observed.
Research Environment
This study is given to people who are born in generation z and generation x that are settled or
located within Lapu-Lapu City in the region VII of the Philippines and known as part of Central Visayas.
The Lapu-Lapu City is a highly urbanized city that has 30 barangays and has a population of 980,070.
The city has a land area of 58.10 square kilometers or 22.43 square miles. This city is not only one of the
three known urbanized cities in Visayas, but also the home to a very rich history and culture.
Research Participants
The researcher utilizes the convenient and purposive sampling technique in selecting the key
participants of the study. It is used to construct samples based on accessibility, willingness to participate
in the survey, availability at a particular time slot, or any other practical criteria of a specific feature. This
study will have 30 participants from Generation X who has online shopping experience and another 30
participants from Generation Z. This method would help facilitate in gathering information of numerous
possible participants that can have the opportunity to respond and answer our survey. In this method, the
following criteria will be followed; 1.) Age must be from 41-56 for Generation X, and for Generation Z
must be from 18-24 years old, 2.) Have online shopping experiences during the pandemic.
Research Instruments
A questionnaire will be used as the data-gathering instrument for this study the researchers
proceeded to gather data using the Likert scale, a psychometric tool used in terms of educational research.
A standard Likert scale question will ask the respondents whether they strongly agree, agree, undecided,
disagree, or strongly disagree with the given statements. The data gathered are ordinal which indicates
they are to be put in an inherent order wherein one cannot presume that the respondent means that the
difference between disagreeing and strongly disagreeing is the same as the difference between agreeing
and undecided (Mogey 1999). The instrument is granted authorization to garner valid responses from
selected respondents belonging in Generations Z and X. The standards of a quantitative method of data
collection were considered during the process and preparation of the instrument. This questionnaire will
be adopted and merged based on prior research, and it will be modified to measure the instrument's
validity and reliability. The questionnaires were divided into three sections: demographic data, risk
perceptions, and purchasing intention. Ordinal scales were used to assess demographic factors such as
gender and age. The second section contains a list of four risk elements that were used to assess the
degree of perceived risk when buying something online: product, time, delivery, and information security
risks. The last part contains elements that assess purchase intention. The second and third sections
received responses on a five-point Likert scale ranging from "strongly disagree" (1) to "strongly agree."
(5). The chosen instrument will be used in the collection of data are to test the validity and reliability of
the research study being conducted. Structured survey forms will be used.
Research Procedure
The researcher will obtain approval from the school administrator to perform the study. After
obtaining all the necessary formal permissions from the school, the researchers will start searching in all
social media platforms for appropriate research participants. The researchers would begin collecting data
on the respondents' profiles, risk perceptions, and purchasing intentions. The researcher would directly
hand the questionnaire to the respondents at a time that is suitable for them, ensuring that their schedule is
not disrupted. The researchers will collect all of copies until the survey is completed. After gathering all
necessary data, the researcher will view and analyze it in view of the research's main problem.
Statistical Data Treatment
The data gathered from the questionnaire will be evaluated using a quantitative approach. Survey
data will be collected from the respondents. The researchers will evaluate the results from the outcome
data collection in this section. The following treatments are used in the study:
Cronbach’s alpha is an indicator of internal consistency, or how closely a group of items are like one
another. It is used to measure the scale reliability as an estimate of the reliability of a psychometric test.
Independent T-test determines if the differences in the means of two unrelated groups are statistically
significant.
Pearson Correlation Coefficient measures the statistical relationship, or association, between two
continuous variables. This will determine the correlation coefficient between the risk perception and
purchase intention.
Multiple Linear Regression is a regression model that employs a straight line to approximate the
relationship between a quantitative dependent variable and two or more independent variables.
Ethical Consideration
The principle of this ethical research is that the conclusions obtained from the study establish
value for the society and will not cause harm to people (Doody & Noonan, 2016). The respondent of the
study will be given enough time to depict on the research questions, taking into account the ethical
aspects of research. Respondents' integrity and well-being is still respected. The researchers will provide
an informed consent process to the participants with the following in writing: (a) a complete explanation
of the intent of the study, (b) the right to withdraw, (c) a full risk evaluation for participants, and (d) a
detailed explanation of how the researcher would keep participant identities confidential.
Survey Questionnaire Tool
Direction: Read and analyze each item below. Rate yourself from 1 to 5 by putting a check in the box.