City University of Pasay

Pasadena St. F.B Harrison, Pasay City

Study on the Factors Influencing Consumer Decisions Online Buying

A Research Proposal Presented to, Dr. Dominador Gamboa

In Partial Fulfillment of the Requirements in Marketing Research

Alexis G. Abenido

Caroline Louise F. Adoptante

Jessebel S. Anzano

Angela C. Banawa

Jonalyn P. Campos

Julia Klarize M. Canda

Michelle G. Cisneros

Leymar A. Cisneros

Alexa Decena

Gerlaine T. Dela Rosa

Gerald S. Godinez

Hezel L. Matriano

Danica Melgar

Carl Angelo R. Ponce

 Brenda D. Zaragosa

BSBA 3-1 MM

Acknowledgment

A sense of gratitude to all the people who are involved in this

research.

Firstly, the researchers would like to extend their deep gratitude to

all of the people who rendered help and knowledge. They are indeed

indebted to them. They, of course, acknowledge the guidance and

perserverance from Dr. Dominador Gamboa, their marketing research

teacher.

Also, they are extreme grateful for the parents who provided all the

valuable things to pursue this research.

They also place their sense of acknowledgment to exceptional

professional critics and judgment from everyone, who lent their helping

hand in any way possible for them to achieve the improvement of this

research.

Although among them all, the researchers are eternally grateful to

The Almighty God. They, among everyone, provided what’s best and gave

them what they need. They made this research, and they glorify His Holy

name.
 Abstract

xi
The purpose of the study is to determine the factors influencing the

consumer’s decisions in online buying and focused on the four factors

Gotland theory such as convenience, website design/feature, time saving

and security. Also, to evaluate the significant relationship of the

respondents pertaining to their age. This descriptive research would use

quantitative methods to assess the feedback from the respondents by

emphasizing objective measurements and the statistical analysis of data

collected through surveys. The research sample is composed of 100

residents in M. Santos St. Brgy. 25 Zone 4 Pasay City. The primary data

gathering method used was survey. The research study was conducted at

M. Santos St. Brgy. 25 Zone 4 Pasay City. Questionnaire is given to the

respondents to conduct the study personally and is collected after to

gather all the results. Surveying will be conducted through online and at

their convinient time, where the respondents are not in harm and there

is no bias involved. The related literatures and studies gathered discuss

about the factors that influence the consumer’s decision in online

buying. This study found out that Time Saving is the leading indicator or

factor that mainly influences the consumer’s decisions in online buying

activity.

Key words:
 Consumer, Convenience, Decision, Influence, Online Buying, Security, Time

Saving, Website Design/Features

Table of Content xii Page

Acknowledegment………………………………………………………… xi

Abstract……………………………………………………………………... xii

Problem and its Setting ............................................................ 1

Theory and Theoretical Perspectives................................. 5

Conceptual Framework.................................................... 10

Statement of the Problem................................................. 11

Objective of the Study................................................... 12

Significance of the Study.................................................. 13

Scope and Limitation of the Study ................................... 13

Definition of Key Terms.................................................... 15

Review of Related Literature and Studies................................... 16

Foreign Literatures.......................................................... 16

Local Literatures.............................................................. 21

Foreign Studies................................................................ 27

Local Studies................................................................... 30

Relevance of the Study..................................................... 37

Research Methodology............................................................... 38

Method of Research.......................................................... 38

Sample size and Sampling technique ............................... 39

Descriptions of the Respondents....................................... 39

40

40
 Research Instruments......................................................

Data Gathering Procedure................................................

Statistical Treatment of Data…….. ................................... 41

Presentation Analysis and Interpretation of Data....................... 45

Discussion................................................................................. 56

Summary of Findings....................................................... 57

Conclusions..................................................................... 59

Recommendation……………………………………………….... 61

Appendices ............................................................................... 63

Questionnaire ................................................................. 64

Bibliography .................................................................... 66

Curriculum Vitae ……………………………..…………………. 77