UNIVERSITY OF THE EAST

College of Business Administration

Manila
I. Research Title:
DIGITAL PURCHASING PLATFORM: STUDY ON THE PREFERENCE OF
CBA STUDENTS OF UNIVERSITY OF THE EAST - MANILA
II. Name of Proponents, Program and Year Level
Ronquillo, Deitter F. (BSBA Major in Marketing Management) - 3rd Year
Ramirez, Kate Princess B. (BSBA Major in Marketing Management) - 3rd
Year
Poso, Justin Gabriel F. (BSBA Major in Business Management) - 3rd Year
Lastimosa, Prince Bo A. (BSBA Major in Business Management) - 3rd
Year
III. College and Department of the Proponents
College of Business Administration-Manila/ACLAT Department
IV. Title of Research Course, Code and Section
Business Research (BSA 4980) - B5E
V. Abstract
The use of digital purchasing platforms, also known as
e-commerce websites or online shops, was not new during the beginning
of the 21st century. Such websites enable users to purchase and sell
tangible items, services, and digital products online rather than in
person. A company can process orders, receive payments, handle
shipping and logistics, and offer customer care through this. Its use even
skyrocketed in 2019 when the Coronavirus disease (COVID-19)
pandemic that started and spread on a global scale in the proceeding
years. The world had to adapt into the “new normal” as safety protocols
and restrictions began to be necessarily implemented by the authorities.
The consumers had to find another way to purchase other than the
traditional. That is when an influx of individuals studied online
 shopping, in which e-commerce companies like Lazada, Shopee, Amazon,
just to name a few, have taken advantage of.
The research will be conducted in the University of the East and
have its college students under the College of Business Administration be
part of it. It aims to learn about two (2) things — the most preferred
Digital Purchasing Platform of CBA students of University of the
East-Manila and; the factors that influence the respondents’ preferences
of online digital platforms in terms of product variety, price ranges,
promos, customer service, and advertisements. First, the paper wants to
identify the most preferred digital platform by the students of College of
Business Administration by conducting a survey in which a list of online
shops will be presented to them to choose. Second and lastly, the
respondents will receive questions regarding the following factors that
may have affected their decision when it comes to which one among the
online shops is the most preferable. The data that will be gathered from
the study will be deciphered and discussed. Furthermore, we are
confident that this paper will be beneficial to the students who want to
make their own account and store in digital purchasing platforms, as
this will guide them to which platform(s) will be more ideal in selling
their products, as well as the factors to consider in order to sell
effectively.
VI. Brief Review of Related Literature and Studies
Perceived usefulness
This study focuses on young shoppers since according to Kimp et
al., (2022) his survey analysis revealed that there are 92.05 million social
media users in the Philippines including those who responded positively
to online shopping in the preceding three years, and the majority of these
online consumers consisted of the youth who have been overwhelmed by
digital marketing on social media platforms such as Facebook,
Instagram, Pinterest, WhatsApp, Snap Chat, and other media sharing
networks. According to Ahamat, & Muhamad Sham Bin. (2019), the
internet is now utilized to conduct business transactions, where the
purchasing and selling procedure is simplified, accelerated, made less
expensive and more easy, which will encourage students to buy more
since they can now afford to do so. Bacay et al., (2022) claimed that the
fact that young consumers have their own internet connection at home,
where they spend an average of two to four hours each day, is one of the
reasons why they are likely to seek out more information about the
various products and services that are now popular. Shopee, the leading
online digital platform in the Philippines, has grown in popularity among
a variety of individuals, especially after the 2019 pandemic. Their
research found that imaginative sales promotions, such as distributing
free vouchers, have a huge impact on consumers, especially when they
coincide with important occasions, such as payday or the approach of
the holiday season.
Perceive as ease of use
Aris et al., (2021) their study revealed that compared from a physical
store, online store provide most lower prices through promotion and
promotes more convenient to find and select those needed product. It
provides more organized category to pick for shoppers. They argued that
social media fulfills consumer motivations to buy more since it present
more options without going outside. Pit et al., (2022) confirmed that B2B
are focused more on improving their e-commerce website as it will serves
them as storefront online. Since they found out that almost 75% they
post online are being bought online than on physical. It also explained
how consumers nowadays find relevant informations about the product
they want to buy using different social medial platforms. Additionally
majority of the youngster today have smartphones since the cost of
smartphones and unlimited internet data is now affordable for their
budget. Young adults today ado have their own money from their small
business online because of that they are starting to buy more online
where they can anytime at anyplace where they are comfortable since
they can now review product performance and get enough information
from various online sources.Ramachandran & Basariya (2020)
VII. Conceptual Framework

Figure 1: Conceptual Framework

Figure 1 shows the Conceptual Framework of the study it was
conducted specifically to determine the students from UE College of
Business Administration of what digital platform they will use in online
purchasing. To assess the theoretical concepts, a systematic literature
review was conducted. This comprehensive and integrated conceptual
framework addresses the entire process of studying digital purchase
platforms. Not only the method, but also the aspect of UE college
students and the effective digital platform they choose are discussed.
The figure above also indicates the step by step process which is
the main concept of this study. Although online purchasing is convenient
to all, there are also factors that the student from UE College of Business
Administratrion might know by organization response of students,
survey questionnaire and collecting data of what digital platform they will
prefer from online purchasing.

VIII. Theoretical Framework

 This study is anchored from the theoretical support of Chaffey’s in
2002 where monitoring and facilitating customers’ interaction,
participation and sharing through digital media to encourage positive
engagement with a company and its brands leading to commercial value.
Interactions may occur on a company site, social networks and other
third party websites.” This theory connects and matches the study
because According to Radiana (2022), consumers have been more
dependent on buying their necessities from different online merchants
and e-commerce platforms in the last two years since they offer both
affordable products and a hassle-free shopping experience.
The effective element of this digital platform, if we look at it today,
is digital platform marketing, which meets the expectations of consumers
due to the pandemic that began in 2019. During the 2020 pandemic
crisis, new businesses intensified their digital transformation and
focused on exceeding customer expectations while maintaining safety,
efficiency, and consistency, according to the research As Pandemic
Begins. As buyers approach the products on a digital platform, they will
find a safer environment and a level of satisfaction not previously
experienced.
IX. Statement of the Problem
This paper aims to find answers to the following questions:
1. What is the most preferred Digital Purchasing Platform of CBA
students of University of the East-Manila?
2. What are the following factors that influences the respondents’
preferences of online digital platform in terms of:
2.1. Product variety
2.2. Price ranges
2.3. Promos
2.4. Customer service
2.5. Advertisements
2.6. Ease of transaction

X. Assumptions
 The study is focused on determining the most preferred digital
purchasing platform among CBA students of the University of the East -
Manila. The following assumptions were made:
1. The researchers assumed that the respondents would be a reliable
source of data for the success of this study.
2. The researchers believe that the respondent will provide honest
responses to the questions.
3. Researchers believed that this study is timely and relevant for
aspiring young entrepreneurs because it will result in knowledge

XI. Significance of the Study

This study aims to give knowledge and fill the gaps about the subject
matter from respondents, recent research, and associated websites for
the expected to be beneficial to the following individuals:
Future Researchers - This will serve as a helpful reference for anyone
who are studying the same topic.
Students - Students who intend to create their own online business are
the direct recipients of the results of this study. It will assist them in
finding the most effective and timely digital platforms to utilize.
University - This study may assist school administrators to raise
enrollment rates for the future semester or academic year by targeting
prospective students more efficiently online.

XII. Scope and Limitations of the Study

This study focuses on the digital purchase platforms preferred by
students. The data will be collected from 100 College of Business
Administration students. It will seek to administer a survey
questionnaire that can provide answers and references. This study is
limited to the students who enrolled at any level during the 2022-2023
school year at the University of the East-Manila.

XIII. Methodology with Ethical Considerations

 Research Design: The Researchers are engaged more on
qualitative research design wherein it is concerned with
establishing answers to the whys and hows. One of the qualitative
research designs that will mostly be used in the research is the
document analysis wherein the Researchers can gather useful data
from print documents as well as electronic records. Careful
analysis is needed to draw conclusions from the body of related
documents.

Data Collection: The Researchers conducted an online survey

questionnaire for collecting data. By the use of this, the
Researchers will have information by collecting their answers that
are given in the questionnaire. The items on the questionnaire
consist of variables that can be found on our Research title.
Ethical Consideration Section: The Researchers ensure that the
privacy of the respondents that answered on our online survey
questionnaire are 100% safe and secured. That’s why when they
open their survey questionnaire, they will be firstly informed about
the privacy of the answers that they will input on the
questionnaire. This will give a safe space for the respondents and
will help them to answer without any harm and doubts.
Respondents of the Study: The respondents in this study are
C.B.A students in University of the East, Manila. The respondents
were C.B.A students since they are the ones who mostly have
knowledge when using and buying items on a digital platform.
They will answer the questionnaire that the Researchers will give
to them which supplies the Researchers an information that they
will need.

XIV. Expected Output

 The expected output of the study are the following:
1. Students favored Lazada, Shopee, and TikTok Shop due to their more
affordable prices and coupon and discount offerings.
2. The websites Lazada, Shopee, and TikTok Shop are the top choices of
CBA students because those have the widest variety of products, more
favorable prices, effective promotions, fastest delivery service,
eye-catching advertisements, and easiest transactions.
3. The students recognize the importance of e-commerce websites because
of its safe purchasing policy, wide selection of goods, favorable prices,
discounts, easy to learn procedures, and convenience.

XV. Bibliography (must be on separate sheet/s)

Ahamat, & Muhamad Sham Bin. (2019, January). Preference Criteria for
online shopping among university students. Retrieved November
25, 2022, from
https://www.researchgate.net/publication/334314910_Preference_
criteria_for_online_shopping_among_university_students
Aris, N. B. M., Latif, R. A., Zainal, N. S. B., Razman, K. K. B., & Anuar, R.
Bin. (2021). Factors Affecting Young Shoppers’ Online Shopping
Preference in Kelantan, Malaysia. International Journal of
Academic Research in Business and Social Sciences, 11(14),
417-430.
Bacay, I., Roiel Anthony Ramirez, Franceline Naomi Ramos, & Jun R.
Grimaldo. (2022). Factors Influencing Shopee Users’ Intention to
Purchase Products during Shopee Philippines’ Big Online Shopping
Events. Journal of Business and Management Studies, 4(2), 27–37.
https://doi.org/10.32996/jbms.2022.4.2.3

De Jesus. (2021). Why E-commerce is Booming in the Philippines Retrieved

November 25, 2022, from
https://www.agencylokal.ph/why-is-e-commerce-booming-in-the-p
hilippine
E-commerce Websites: What They Are and How to Build One. (2021,
May 13). Mailchimp. Retrieved November 23, 2022, from
https://mailchimp.com/marketing-glossary/ecommerce-websi
te/
J. Stoyanova, P. Q. Brito, P. Georgieva and M. Milanova, "Comparison
of consumer purchase intention between interactive and
augmented reality shopping platforms through statistical
analyses," 2022 International Symposium on Innovations in
Intelligent SysTems and Applications (INISTA), 2022, pp. 1-8,
doi: 10.1109/INISTA.2015.7276727.
Kimp. (2022, February 15). Digital 2022: The Philippines —
DataReportal – Global Digital Insights. Retrieved November 27,
2022, from
https://datareportal.com/reports/digital-2022-philippines
Pit, R. (2022). B2B Buyers Finally Prefer E-Commerce. Retrieved November
25, 2022, From
https://www.copperberg.com/b2b-buyers-finally-prefer-e-commerc
e-platforms-for-online-purchases-now-what/
Ramachandran, & Basariya. (2020). Today’s Youngster prefer online
purchasing rather than traditional way of purchasing. Retrieved
November 27, 2022, from
https://ejmcm.com/article_1827_79074b58dd8d559620c94b759e9
0d7a3.pdf
 XVI. Work Plan of the Study for
● BBC 4980 - Business Research

Research Phase Deadline

Formulating of Research Topic 1 Week
Construction of Research Instrument 1 Week
Data Gathering 1 Week
Editing and Encoding Data 1 Week
Analysis of Data 1 Week
Finalization of Research output 1 Week
Defense of Research Output 1 Week

XVII. Date of Submission of the Proposal

November 28, 2022