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CONSUMERS’ BEHAVIOR OF ABM STUDENTS IN NAGPAYONG

SENIOR HIGH SCHOOL TOWARDS ONLINE SHOPPING

Submitted By:

Ramelo, Mary Jane B. Quebic, Angel Rose L.

Tiempo, Judith V. Redaja, Pinky P.
Bagac, Shampene Sarmiento, Clarisa Marinel E.
Hardenia, Joana B. Olingay, Joshua M.
Lobrigo, Aisle Laurice D. San Jose, Justin T.
Miones, Princess Izzy N. Soner, Earl James B.
Pernites, Pretchie U.

12 – ABM 2

Submitted To:
Ma’am: Mira Belle Cartagena
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Chapter 1

THE PROBLEM AND ITS SETTING

Introduction

Shopping through online saves a lot of time and effort during

purchasing of goods. Especially when we faced the pandemic, all of us can't go

outside freely because of lockdown. E-commerce is the only thing we can

rely on when it comes to buying necessities. Consumers who like or tend to

stay at home and spend their time on the internet, find online shopping to

be more convenient. Online shopping is the act of making a purchase from

an e-store using a website or mobile application. It became popular in the

mid-1990s with the popularization of the World Wide Web (WWW).

Consumer behavior focuses on how individuals, communities, and

organizations choose, acquire, utilize, and dispose of concepts, products,

and services to fulfill their needs and desires. Online buying behavior is the

act of making purchases of goods or services over the Internet. In the

standard online purchasing procedure, when a potential customer sees a

need for a certain good or service, they go online and look for information
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about the demand. But occasionally, rather than actively looking, potential

customers are drawn to information about goods or services connected to

the perceived need (Na Li and Ping Zhang, 2002).

Numerous elements, such as the scenario, personal and

psychological issues, family, culture, and environmental and marketing

influences can affect a consumer's behavior. Businesses frequently attempt to

sway customer behavior by using factors under their control, such as store

design, music, product grouping and availability, pricing, and advertising.

Different factors can influence how customers behave, whether they

persuade you to make a purchase, buy further products, or make no

purchases at all. Some affects may be short-lived, while others may be long-

lasting. Given the various relevant factors that affect behavior, such as the

product being shopped for (i.e., the "what") and the environment of the

website itself (i.e., the "where"), understanding the factors that affect online

shopping and managing customer relationships is not an easy task for

businesses, according to (Mallapragada, Chandukala & Liu, 2016).

As stated by Langvinien and Guobyte (2014), the rapid development of

information and communication technology is contributing to an increase in

online buying across a variety of industries. Consumers all over the world

are turning to the Internet to buy goods and services, giving them the ability

to do so anywhere and anytime. The majority of online shops and brands

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are now accessible to customers due to improved Internet connectivity. The

potential to expand and interact with a global audience now exists for locally

oriented retailers. As a result, consumer-oriented electronic shopping is

growing into a global phenomenon ( Akhlaq & Ahmed, 2014).

Online shopping has many advantages, including the fact that it

significantly reduces the amount of time needed to find price and product

details (Langvinien and Guobyte, 2014). It also improves consumer access to

information, increases the availability of goods or services at competitive

prices, makes it easy to compare vendors, and allows for flexible running

times across geographical boundaries. Because of the various advantages

that it provides to both buyers and sellers, internet shopping has become

the hottest trend of the current generation. When shoppers have done their

own web research, they feel more confidence about making a purchase.

Online shopping has some disadvantages as well. For example, if we

decide not to buy a product after researching it online, we waste time. We

also need a computer or smartphone and an internet connection to complete

the transaction, which costs extra money. When we receive defective goods,

the process of reverse pickup, replacement, and refund takes time. The

products are not touchable or tactile. In some circumstances, internet

shopping websites also charge for product delivery; also, some locations do

not offer product delivery through online shopping.

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In light of these, the purpose of this study is to investigate the consumer's

behavior of Accountancy and Business Management Students in Nagpayong

Senior High School towards online shopping. This study aims to know what are

the reasons or factors that affect their buying behavior when it comes to online

shopping. It is important to conduct this study because its findings will help the

business owners to make a strategy that will increase their sales and attract

Senior High School consumers.

Theoretical Framework

Theory of Impulse Buying

Most other theories of consumer behavior place a strong emphasis on

rational conduct, whereas Hawkins Stern places an emphasis on impulsive

behavior. According to Stern, impulse buying only represents half of typical

consumer behavior, that the consumer buying decisions are planned and

unplanned.

According to the Stern theory, there are different kind of impulse buying

(pure, suggestion, reminder, planned). In essence, pure impulse means the actual

purchase without plans; reminder impulse is buying when customers recognize or

remember some advertisement; and lastly, planned impulse purchasing is where

a customer responds to an advertisement with the intention to purchase.

In relation to study, Hawkins Stern's theory show the relation by

emphasizing this behavior of the consumers. The consumers mostly purchase a

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product without any other objectives or they buy the product to satisfy their

needs and wants. In our study it is included that impulse buying is mostly

influenced by factors that have an impact in the consumer behavior. As a result

this theory show the relation of impulsive buying in consumer behavior.

Theory of Reasoned Action

This research is related to theory of Martin Fishbein and Icek Ajzen (1975)

about theory of reasoned action. An individual's decision to engage in a particular

behavior is based on the outcomes the individual expects will come as a result of

performing the behavior.

The theory of reasoned action states that customers do actions that they

think will result in or bring about a specific outcome, whether one that is known

to them or not. As a result, the primary factor that motivates consumers to make

online purchases are logical decision-making.

This consumer behavior concept leans on the significance of specificity

over obtuseness. . In other words, a consumer can only act in a certain way when

they have reason to believe that activity will result in the desired outcome.

This theory is appropriate to our study because it emphasize how decision

making connected to performing the behavior. Business owners will be benefitted

to this by knowing how consumer make decision, what is their expectation to the

business, product, service because consumer act is based on the outcomes the

individual expects will come as a result of performing the behavior.

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Theory of Buyer Behavior

In order to better understand the their target market and create products,

services, and company cultures that will affect consumer behavior, firms might

use buyer behavior theory. Customers use the Internet not

only to buy products online but also to compare prices, product features and after

sale service facilities that they will receive if they purchase the product from a

particular online store.

Consumer behavior theory examines how consumers decide what to buy

and enables companies and marketers to profit from these behaviors by

foreseeing how and when consumers will make purchase. It is useful to pinpoint

the factors influencing these choices and emphasize proactive behavior-

modification techniques (FastPay Ltd 2021).

In relation to the study, this theory helps us to know the behavior of

customers in online shopping. Therefore, marketers have ideas on the attitude

and behavior of consumers towards online shopping.

Conceptual Framework

Purchase Intention

 Perceived Risk

 Perceived Usefulness
Consumers’
 Perceived Reputation
Buying Behavior
 Perceived Trust
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Figure 1. Conceptual Paradigm of the Study

The picture shows the Conceptual paradigm of the study showing the

independent variable and dependent variable. Independent variable is the

variable that does not depend on the other variable. The first frame consists of an

independent variable which is factors.

A dependent variable is one that is dependent on the other variables.

The three boxes are showing a connection to each other. The independent

variables in the left side are composed of different kind of factors; perceived risk,

perceived usefulness, perceived reputation and lastly, perceived trust. Those

factors have an effect or can affect to the second variable which is the dependent

variable. Because those factors can lead to the Consumers buying decision and

those factors help buyers to be wise in decision making. The dependent variable

is the consumers buying behavior, this variable is located on the right side. The

consumers buying behavior or the dependent variable has an effect to the buying

decision or purchase intention of the consumers.

Statement of the Problem

The main objective of this study is to know what are the consumers'

behavior that affect the purchase intention of ABM senior high school students

towards online shopping.

It specifically, sought to answer the following questions:

1. What is the demographic profile of the respondents based on:

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1.1. Age

1.2. Gender

1.3. Educational Level

1.4. Time Spent Online Daily

1.5. Product category most bought online

1.6. Most favorite site to shop

2. What are the factors that affect people for buying products online?

2.1. Perceived Risk

2.2. Perceived Usefulness

2.3. Perceived Reputation

2.4. Perceived Trust

3. What are the consumers' buying behavior of the ABM Students in terms of:

3.1. Convenience

3.2. Website design

3.3. Time Saving

3.4. Safety and Security

4. Is there a significant relationship between the respondents’

buying behavior to their purchase intention?

5. Is there a significant difference between the respondent’s buying

behavior to their purchase intention when grouped according to their profile?

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Hypothesis

1. There is a significant relationship with perceived risk and consumers'

buying behavior that affects their Purchasing Intention.

2. There is a significant relationship with perceived reputation and

consumers' buying behavior that affects their Purchasing Intention.

3. There is a significant relationship with perceived usefulness and

consumers' buying behavior that affects their Purchasing Intention.

4. There is a significant relationship with perceived trust and

consumers' buying behavior that affects their Purchasing Intention.

Scopes and Limitations

The scope of this study is reflected in the title: Consumers' Behavior of

ABM students in Nagpayong Senior High School towards Online Shopping. The

main variable is the consumers' behavior. This study will limit its coverage to the

ABM students’ of Nagpayong Senior High School.

It is confined to all ABM students in Nagpayong Senior High School. This

will be done through surveys. The surveys will be conducted during the first

semester. This study will solely focus on knowing the behavior of the participants

towards online shopping.

Furthermore, by doing this research we will know what are the different

behaviors that can influence the purchase intention of ABM students. However,

this study will not cover other problems that are not related to the stated
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research title. The success of this study will determine by the response of the

respondents.

Significance of the Study

This part of the study ponders the importance and purpose of the research.

This study will be beneficial to some sectors of the community and specific

persons, such as:

Consumer

The consumer would greatly benefit from this study by understanding the

various factors that affect their shopping behavior towards online shopping. They

can use it as a guide to help them realize the reason why their shopping behavior

patterns change.

Sellers

The seller will gain better understanding on how internet buying affects

consumer behavior. Knowing the factors that can influence consumer behavior

can also assist the seller or business owner in considering how to draw customers

in order to enhance sales and make a better customer service.

ABM Students

The students in Accountancy and Business Management strand will also

be benefitted from this study because the topic of this study is related to the

strand. Thus, the findings of this study will give them knowledge and information
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about the factors that affect the consumers’ behavior towards online shopping.

Future Researchers

The study's findings will assist more people and other researchers

regarding more accurate results on the same topic. It will also help them because

they can use it as a reference and obtain new ideas in this study.

Definition of Terms

Some key concepts used in this study are specified below in order to

achieve clarity of meaning and interpretations.

ABM (Accountancy, Business and Management). Refers to strand

that would focus on the basic concepts of financial management, business

management, corporate operations, and all things that are accounted for ABM.
([Link]
accountancy-business-and-management-strand)

Students in Nagayong High School enrolled under the ABM strand were

going to be the primary participants of this study.

Consumer behavior. describes as one of the elements that influence

individuals' purchasing decisions, behind those decisions, and what motivates

them to choose the way how they buy their wants and needs in online shopping

instead of physical including environmental, psychological, and societal factors.

Using data, marketers can gain an understanding of how consumers choose

products or services, the thought and/or emotional process shopping.

([Link]
degrees/marketing/resources/consumer-behavior/)
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In this study, to help all customers to understand consumers behavior,

understand what drives their purchasing decisions. Individuals' perception of a

brand and whether owning high value item especially the marketers and

customers must first customer needs and wants is important to their self-identity

can also affect purchasers' decision making. Shoppers age and gender and why

they make purchases have also been proven to impact how and why they make

purchases.

Impulse Buying. Refers to the act of purchasing something on the fly of

the moment. In other words, the decision to buy that product was made

impulsively. Impulsive buying is the tendency of a customer to buy goods and

services without planning in advance.

Online Shopping. Online shopping, sometimes known as e-commerce, is

the process of looking for and buying products and services using a web browser

to access the Internet.

On this study, online shopping is the way of the respondents on purchasing

a product. This measures the website traffic, conversion rate, average order

value, costumer lifetime value, exit rate, return rate and newsletter performance.
([Link]
measure-and-track/)

Perceived Reputation. Consumer perception of a company's reputation

However, reputation had no discernible effect. These findings have implications

for both the reputation of the companies and the marketing of new products.
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Share of voice is one of the most popular metrics used to measure brand

reputation. This stands for the number of conversations about one’s brand.

([Link]

Perceived Risk. Refer to the spirit cost associated with customers

purchasing behavior, which represents a kind of uncertainty about the future.

This uncertainty will directly affect the consumers' purchase intention (Wei et

al., 2018, p.) Five types of perceived risk emerged from these procedures to

subsume the types of risk found in the literature and generated by the

hypothetical purchasing situation. These were: financial, performance, physical,

psychological, and social risk.

([Link]
This factor is measured by asking the respondents to gauge their peers’

perception of a risk or their peers’ level of concern if they are exposed to a risk.

(e.g. Fuchs et al., 2013 Fuchs & Reichel, 2006)

Perceived Usefulness. Is the false assumption made by the consumers

that using specific technology can improve the caliber of their job.

Five indicators have also been used to gauge perceived usefulness. These

included speed, conserving time, energy, money, and other resources, as well as

overall usefulness. (Renny et al. / Procedia – Social and Behavioral Sciences 81

(2013) p.215)

Perceived Trust. It refers to the customer’s opinions about a certain

online seller’s qualifications, generosity, and integrity. The intent to act in ways
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that foster trust with a particular online business is known as trust intention.

Thus, trust beliefs represent the opinion that a particular provider is

trustworthy. ([Link]
measure-brand-trust/)

In this study, you can say that a customer has perceived trust on a

particular online shop if the online sellers give them a high quality product and

service and have met the satisfaction of the customer.

Purchase Intention. Describe as the extent to which customers are

willing and inclined to buy a product or service from you within a certain period

of time.

This is a precise measurement or assessment of customers’ reported buying

Propensity. This assumption is that desire is innate and unaffected by factors.

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Chapter 2

REVIEW OF LITERATURE AND STUDIES

In this chapter, it contains reading literature from different sources

namely: websites, articles, thesis, dissertation and previous studies to support

the research topic. The concepts and ideas will give credibility to the study which

assess the Consumers' Behavior of ABM Senior High School students towards

online shopping.

Consumers' Behavior

The psychological state of consumers with regard to internet purchasing is

referred to as their attitude toward doing so. Online purchases are referred to as

online buying behavior process. Online shopping behavior follows a five-step

procedure that is similar to traditional shopping behavior (Liang and Lai, 2000).

For instance, when a customer decides they need to buy a product (say, a book),

they use the internet to make their purchase, beginning with a search for

information and all available options before choosing the one that best suits their

needs. Numerous elements that limit or influence consumers' final decisions are

presented to them before they make a final purchase (Sultan and Udd,2002).

When businesses or brands anticipate and satisfy customer needs and

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expectations, customer loyalty results. The end consequence of meeting a

consumer expectation is being able to satisfy the customer's expectations.

Consumer satisfaction, according to Li and Zhang (2002), is the degree to which

expectations are met while maintaining perceptions of the product experience.

According to the Bayesian network diagnosis, consumers' perceived

benefit, channel trust, switching cost, and purchase intention can all be

negatively impacted by their search intention as well as their perceived benefit,

channel trust, switching cost, and buy intention. Consumers' goodwill toward

enterprises will increase with trust, and their perception of danger will decrease

(Zhao et al., 2017). Martin et al. (2015) revealed that consumer trust has a

favorable effect on channel choice intention in a study of consumer behavior.

Hajli (2015) made the case that online retailers' ratings and comments,

suggestions and introductions, and forums and communities have a substantial

impact on consumers' trust and willingness to make purchases. As stated by King

et al. (2014), customers' desire to buy is greatly influenced by how much they

trust a certain brand or product. Most buyers rely their decision to buy a product

on their level of trust. Xiang et Trust, according to al, was defined as "the

readiness of a party to be vulnerable to the acts of another party based on the

anticipation that the other will perform a specific action significant to the trustor,

irrespective of the ability to monitor or control that other party," in a 2006 article.

Perceived Risk
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The literature reveals that perceived risk has been studied in relationship

to information acquisition and processing constructs such as word-of-mouth

behavior and opinion-leadership, as well as to overt consumer behaviors such as

new product adoption, store/brand loyalty, and modes of shopping. Recent

research has been concentrated on the study of relationships between specific

kinds or components of perceived risk or risk consequences and the specific

relievers or reducers of these components. The reviewer offers a critique of

research on perceived risk and suggests direction for future research. Despite the

benefits of online commerce over traditional commerce and optimistic predictions

for future growth of online shopping, negative aspects associated with this

shopping method are also becoming critical (Ko et al., 2004).

Risk plays an essential role in consumer behavior, and it makes a valuable

contribution towards explaining information-searching behavior and consumer

purchase decision making, there are two theoretical perspectives about risk: one

that is centered on a decision result’s uncertainty and another centered on the

costs or consequences of such results (Barnes et al., 2007). Even though

consumers perceive the Internet as offering a number of benefits, the Internet

tends to magnify some of the uncertainties involved with any purchase process.

Consumers perceive a higher level of risk when purchasing on the Internet

compared with traditional retail formats (Lee & Tan, 2003). Perceived risk is

defined as the potential for loss in pursuing a desired outcome while engaged in
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online shopping; it is a combination of uncertainty with the possibility of serious

of outcome (Ko et al., 2010). The idea of perceived risk has been captured through

the use of various scales by measuring the perception of dangerous events

occurring (Featherman and Pavlou, 2002). When faced a buying situation, a

consumer perceives a certain degree of risk involved in choice of a particular

brand and how to buy it. Bauer first introduced the perceived risk concept to

consumer behavior research in order to explain such phenomena as information

seeking, brand loyalty, opinion leaders, reference groups and pre-purchase

deliberations Perceived risk is a fundamental concept in consumer behavior that

implies that consumers experience pre-purchase uncertainty as to the type and

degree of expected loss resulting from the purchase and use of a product.

Perceived Usefulness

According to Davis (1989) “perceived usefulness is the extent to which a

person believes that using a particular technology will enhance his or her job

performance”. This performance should be centered with the benefits through

internet purchasing adoption minus the normal retailing for the needs of this

research, (perceived usefulness is the extent to which a person believes that by

adopting on internet purchase, will create value for him). (Davis, 1989), perceived

usefulness is a factor which is designed to be useful or more practical which

impacts the online shopping. With the usage of online shopping, the performance

and usage are affected. Zhou 2007 refers that the using online shopping the
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performance of the customer is enhanced and they possess a vivid knowledge

about the products and services. Customer purchase behavior is based on the

necessity and wants of the products Bhattacherjee (2001).

Perceived Reputation

Stated by Helm et al. (2009). An essential intangible asset of the company

is increasingly recognized as its corporate reputation. Therefore, both practice

and research are interested in learning more about its causes and effects. While

some authors contend that reputation is a result of consumer contentment,

others contend that reputation drives satisfaction and that there is a considerable

correlation between consumer satisfaction and business reputation as perceived

by consumers. However, there was no discernible link between reputation and

satisfaction. The marketing of new products and the management of companies'

reputations are both affected by these findings. According to Luis V. Casalo et al.

(2007) Two essential elements for sustaining a long-term relationship

between customers and businesses online are customer commitment and trust in

a website. This study examines how a consumer's trust in a website and the

level of pleasure with prior interactions affect their commitment as online

consumers. The results of the empirical study support the existence of positive

and significant impacts of satisfaction and trust on commitment.

Perceived Trust

Trust in the context of online commerce was described by Jarvenpaa

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and Tractinsky (1999) as the consumer's readiness to rely on the seller and take

an action when doing so renders them susceptible to the seller. Mayer et al.

(1995), trust is a behavioral concept that is founded on an individual's

perceptions of the traits of another person. Because a transaction's level of

uncertainty in a virtual setting is higher than it would be in a traditional one,

trust is essential, becomes a crucial element. Trust should be a crucial component

in an online world where the customer has no direct influence over the vendor's

behavior. One of the problems with online enterprises is the lack of principal

justifications on why consumers avoid making purchases online (Pavlou, 2003).

Consequently, the trust between a buyer and an online merchant is a key factor

in determining whether or not they will use, and online activity-related

consumption patterns. Given that perceived trust has a considerable impact on

the with the goal of doing some online shopping, the following theory is put forth.

Synthesis of the Reviewed Related Literature

From the previous studies, Lee Rong et al. (2007) and Mazzini Muda et al.

(2016) both found out that perceived trust can strongly affect the consumers'

intention to purchase a product at an online shopping malls. Muda et al. (2016)

also stated that greater perceived trust on the online sellers motivates Y

generation to generate more intention to shop online. Jarvenpaa and Tractinsky

1999; Gefen, 2003; Jong et al., 2006; Doney & Cannon, 1997; Park, 2005; Jang et

al 2005; their study also found out that perceived trust is a key factor in an online
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shops.

On the other hand, Muda et al. (2016) found out that perceived reputation

has a positive and statistically significant impact on the consumers' willingness

to adopt online purchasing (e.g. McDonald & Slawson, 200). However, his

statement is contradicted by Lee et al. (2016). Lee stated that perceived

reputation is not statistically significant.

The present study – Consumers’ Behavior of ABM Students in Nagpayong

Senior High School Towards Online Shopping – differs from the studies

conducted and published before for the following reasons. First, our generation

just recently experienced or still experiencing the COVID-19 Pandemic. So, this

situation will make a big impact on the behaviors of the participants towards

online shopping. Second, the target participants of this study are only those ABM

students enrolled in Nagpayong High School who have knowledge of it and uses

online shops to purchase a product. Third, this study aims to spread awareness to

the business owners on how the factors is affecting the consumers’ behavior so

they’ll know how are they going to attract customers to buy a product from their

shop. Fourth, this study may also have a different outcome considering the

generation and our country’s current crisis situation.

This study aims to know what are the reasons or factors that affect their

buying behavior and what affects their Purchasing Intention when it comes to

online shopping.
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Chapter 3

METHODOLOGY

This part of the research contains method of research, sample, size and

sampling technique, description of respondents, research instrument, data

gathering procedure, and statistical treatment of data is used to conduct this study.

Methods of Research

This research will utilize the use of quantitative research to identify the

factors that can affect the consumers' behavior of ABM senior high school

students in Nagpayong High School towards online shopping. According to

Formplus (2022) a population, circumstance, or phenomena that is being

examined can be described using descriptive research. If a research problem

exists, it concentrates on providing answers to the how, what, when, and where

inquiries rather than the why. Williams (2021) The goal of quantitative research

is to gain a deeper knowledge and comprehension of society.

Quantitative research offers objective facts that can be effectively represented

through statistics and numbers. Researchers employ quantitative approaches to

study situations or events that have an impact on people.

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Population, Sample Size, & Sampling Technique

The sample size was determined by means of Slovin’s Formula which is as

follows:

where:

n - sample size

e – marginal error

N – total number of ABM senior high school students

in Nagpayong High School.

Computation:

n=__ _______204__________
1 + (204) (0.03)²

n= 172 (sample size)

Respondents Population Percentage Sample Size Percentage

G11-ABM1 53 26 45 26
G11-ABM2 55 27 46 27
G12-ABM1 50 24 42 24
G12-ABM2 46 23 39 23
TOTAL 204 100 172 100
Table 1. Population and Sample Size of the Study

This table showed the population, percentage and sample of the study

which is the ABM senior high school students in Nagpayong High School.
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The sample size of 204 was obtained with use of cluster method.

Thomas (2020) In cluster sampling, researchers separate a population into

clusters, which are smaller groups. They then choose at random from these

clusters to create a sample. Large populations, especially those that are widely

geographically distributed, are frequently studied using the probability sampling

technique known as cluster sampling.

Description of Respondents

The respondents of this study are the ABM senior high school students in

Nagpayong High School. The respondents can be female and male and coming

from different ages that is senior high school that uses and have a knowledge

about online shopping. The researchers will conduct a survey through face to face

and/or online platform.

Research Instrument

The instrument used to collect data was the survey. The researchers come

up with this instrument because it is the easiest method available to gather

information. Since the respondents are Senior High School Students they can

understand and answer it well.

For this study, the researchers adopted and modified four

research questionnaires from different studies. The first part of the questionnaire

is adopted from the study entitled "The Consumer Behavior in Online

Shopping" developed by Anish Thomas, the second part is from two studies
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entitled "Factors Affecting Consumer’s Online Shopping Buying Behavior" by

Anurag Pandeya and Jitesh S. Parmar, and "The Effects of Internet Shoppers’

Trust on their Purchasing Intention in China" by Rong Li, JaeJon Kim, and

JaeSung Park. And the last part of the questionnaire is adopted from

Muhammad Umar Sultan and MD Nasir Uddin's study entitled "Consumers’

Attitude Towards Online Shopping: Factors Influencing Gotland Consumers to

Shop Online". The questions were edited into first person point of view in order

for it to be more relatable to our participants.

On the first part, it discussed the demographic profile of the

respondents such as age, gender, educational level, time spent online daily,

product category most bought online, and their most favorite or visited site to

shop. For this part, we adopted Anish Thomas's study entitled "The Consumer

Behavior in Online Shopping". Originally, Anish's study has 29 questions. But

the researchers only adopted and edited 9 research questions.

The second part discussed the factors that affect people buying

products online divided into four sub-categories namely: perceived risk,

perceived usefulness, perceived reputation, and perceived trust. On this part, we

have only adopted 2 questions per sub-categories. For the perceived risk,

perceived trust, and perceived reputation, we adopted the study entitled "The

Effects of Internet Shoppers’ Trust on their Purchasing Intention in China" by

Rong Li, JaeJon Kim, and JaeSung Park. And for the sub-category perceived
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usefulness, we used the study developed by Anurag Pandeya and Jitesh S.

Parmar entitled "Factors Affecting Consumer’s Online Shopping Buying

Behavior".

On the last or third part, it discussed the consumers' buying behavior of

the ABM Students in terms of four different categories such as: convenience,

website design, time saving and safety and security. We have adopted the

Muhammad Umar Sultan and MD Nasir Uddin's study entitled "Consumers’

Attitude Towards Online Shopping: Factors Influencing Gotland Consumers to

Shop Online". Only 3 questions per sub-categories were adapted from this study.

Both the second and third section of the survey asked respondents to select

one of five options for each question: Strongly Agree, Agree, Uncertain, Disagree,

and Strongly Disagree. These will have the equivalents of 5, 4, 3, 2, and 1,

respectively. So, the more points on the scale, the more likely it is that customers

will make an online purchase. And the less impact it has on people, the lower the

score on the scale.

Numerical Value Response Categories

5 Strongly Agree
4 Agree
3 Uncertain
2 Disagree
1 Strongly Agree
Table 2. Likert Scale for the Factors that Affect People Buying Products Online
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Numerical Value Response Categories
5 Strongly Agree
4 Agree
3 Uncertain
2 Disagree
1 Strongly Agree
Table 3. Likert Scale for Consumers' Buying Behavior

Data Gathering Procedure

The first step in the data collection process is gathering information on

survey respondents. After determining the total number of ABM students

enrolled in Nagpayong Senior High School, the researcher requested the principal

and the teachers for their permission before attempting to target the necessary

number of respondents and collecting data on the variables influencing ABM

students' online shopping behavior.

The distribution of the survey questionnaire to the chosen respondents was

the next step in the data collection process. At this point, the researcher

will ask the concerned teachers for their consent to carry out the exercise in order

to deliver the information that the researcher wants via the questionnaire to the

ABM student responders. In particular, the survey will be conducted utilizing a

survey questionnaire conducted using GOOGLE forms to make this easier and

less time-consuming for responders. To prevent researchers from interrupting

classrooms, the questionnaire will be distributed during the time when

respondents are free to respond. The survey forms will be retrieved from the
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respondents in the last stage.

Following that, the researchers will quantify the information gathered

from the respondents, perform a statistical analysis to compile the information,

and then evaluate the information to determine what factors can affect the

consumer behavior of ABM students towards online shopping.

Statistical Treatment of Data

With the use of Microsoft Office Excel and the Statistical Product and

Service Solution (SPSS software versions 20), survey data was quantitatively

processed to produce frequencies and percentages that were shown as tables

and graphs. With just a few simple commands, SPSS can handle extremely

sophisticated data processing and analysis. With regard to computing the

proportion and frequency of the respondents' profiles as well as the weighted

mean of the elements influencing consumer behavior, SPPS version 20 was

specifically used.

Additionally, this study processed and treated the data using the following

statistical methods.

1. Percentage

The percentage used to determine the frequency and percentage for the

data on the socio-demographic profile of the respondents such as age and

gender.
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2. Weighted Mean

The average of a set of numerical values, where each quantity has a specific

weight or level of importance. To examine the factors that affect the consumer

behavior of ABM students towards online shopping.

3. Pearson r

This was used to measure the relationship of the respondent's

buying behavior to their purchase intention.

The formula of this treatment is:

Where:

r = the linear correlation coefficient

n = number of pairs of data present

Σx = the sum of all x scores

Σy = the sum of all y scores

Σxy = the sum of the products of corresponding x and y scores

The values of Pearson r were interpreted as shown below.

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00 to ±0.20 slight correlation

±0.21 to ±0.40 low correlation

±0.41 to ±0.60 moderate correlation

±0.61 to 10.80 high correlation

±0.81 to ±1.00 very high correlation

The significance of the correlation was obtained using p-value with

the following interpretation.

If p-value is greater than the level of significance the correlation is

not significant; and

If p-value is less than the level of significance the correlation is significant.

4. One Way Anova

This was used to discern the significant difference between the

respondents buying behavior to their purchase intention when grouped according

to their profile.
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Where,

F = Anova Coefficient

MST = Mean sum of squares due to treatment

MSE = Mean sum of squares due to error

Where,

SST = Sum of squares due to treatment

p = Total number of populations

n = the total number of samples in a population

Where,

SSE = Sum of squares due to error

S = Standard deviation of the sample

N = Total number of observations