MARKRES SCRIPT

Chapter 2
A. Foreign Literature
Shambhavi Tripathi (2019),
 It can be described as buying goods and services online or as a retail sale to customers
who will carry out the transaction over an open network.
 In addition, her article stated that e-commerce encompasses all forms of transaction that
process text, sound, and visual images and is not necessarily required to use the internet.
Alex Wilks (2018)
 Business-to-Business (B2B) this is all sales and goods transactions made electronically
between two businesses. This kind of e-commerce business regularly makes sense of the
connection between the makers of an item and the wholesalers who promote the item for
buy to customers,
 Business-to-Consumer (B2C) this e-commerce category also enables businesses to
develop a more personalized relationship with their customers. It deals with electronic
business relationships between businesses and consumers,
 Consumer-to-Consumer (C2C)each and every electronic transaction between customers,
 Consumer-to-Business (C2B)this type of e-commerce is when a customer makes their
goods or services available for businesses to buy,
 Business-to-Administration (B2A) refers to all business-to-public administration
transactions, and Consumer-to-Administration encompasses all electronic transactions
between individuals and public administration these are all distinct categories or types of
e-commerce.
Altshull, Y. (2016)
 Recognizing and meeting customer demands is relatively simple in brick-and-mortar
establishments, but learning to evaluate the purchasing experience can be difficult for
eCommerce entrepreneurs.
 It can be difficult to distinguish between the factors that keep customers coming back to a
website or shopping app and those that drive them away.
Weibke Reile (2017)
 They are not merely observable factors, though.
 There are additional elements that may contribute to higher transaction rates and provide a
window into shoppers' habits.
 Consumers' opinions and interests, which are influenced by their demographics like age,
gender, and culture, might have an impact on their purchasing behavior.
Brizfeel (2018)
 Nowadays, people prefer to shop online because it is always open.
 Anytime you want, you can go shopping.
 The flexibility of prices and convenience are additional elements that influence a buyer's
decision to purchase something online.
 Gary Drenik (2019)
 The preference for convenience is more prevalent among millennials than among their
older counterparts.
 Millennials shop online because it's more convenient for them, according to this.
Spiros Sirmakessis, Penelope Markellou, and Maria Rigou
 With this, buyers may choose dependable and long-lasting goods without leaving the
house.
Shruti Thakur and Priya Chetty (2018)
 One aspect that affects internet shoppers is price.
 Internet shopping is well-liked because of its affordable merchandise and pricing
transparency.
 Also, the majority of customers are drawn to freebies, promotions, and free shipping
items because they feel like they are getting a fantastic bargain.
Chapter 3
Theoretical Framework
 Online Shopping behavior is a kind of individual's overall perception and
evaluation for product or service during online shopping which could result in
different possibilities. Studies defined online shopping behavior as a 'multi-
dimensional' construct. According to Gozukara (2014), such dimensions are, (1)
Utilitarian Motivation, (2) Hedonic Motivation, (3) Perceived ease of use and
usefulness, (4) Perceived risk.
 Utilitarian Motivation involves advantages and benefits of online shopping
transactions for consumers. This includes convenience for consumers as a result of
fast access on the internet. Purchasing online makes less effort and allows
consumers to shop anywhere. Also, the benefit of giving consumers a variety of
goods and products including the chance to choose the most favorable ones based
on the descriptions and reviews regarding the items.
 In the second dimension, Hedonic Motivation talks about the characterization of
pleasure and fulfillment consumers achieve in purchasing. As stated in the 1st
dimension, online shopping allows consumers to make contrast and comparison
among products. After receiving the products of their choice, consumers
experience feelings of happiness when the products are able to meet their
preferences and expectations especially when the performance and quality of the
product satisfies the consumer's needs and necessities.
 The third dimension according to Gozukara is the perceived ease of use and
usefulness of online shopping. As consumers discover the use of e-commerce and
start purchasing online, they also start to discover how useful it actually is. People
who spend most of their time at work, school or doing responsibilities is a good
example of individuals who would find online shopping useful. With all the time
they spend complying with their tasks, shopping online is one way of doing their
duties without having to consume that much time.
  There are two components of perceived risk on the fourth dimensions, the
perceived risk which is involved on the online product and service and the other
one is about e-transactions and security.
 The first category classifies different issues about the product or service like
financial risk. The findings indicate that financial risk has a negative impact on the
consumer's attitude towards online shopping. It states that consumers have fear of
financial loss and security concerns in online shopping. Another product risk is
related to the poor quality of goods or service. This further explained as the result
of unavailability of physical touch and inspection of buyers to the product they are
purchasing.
 The second category involves the trust and security factor. This includes
consumer's psychological thoughts related to trust and protections. Purchasing
online includes giving personal information particularly for product delivery.
However, consumer's other personal and financial information should not be
compromised or shared with a third party in an online shopping context.
3.3 Hypothesis
 Upon conducting a review of related literature and theoretical frameworks on the variables the
utilitarian motivation, hedonic motivation, perceived ease of use and usefulness, and
perceived risk,
 The researchers have hypothesized and were able to identify four of hypothesis statements
which would be used as a basis once the data has been collected and analyzed.
 If the results were in favor of the null hypothesis, then it goes to show that the
assumptions of the researchers are incorrect.
 On the contrary, when the results are in favor of the alternative hypothesis, then the
assumptions of the researchers are supported by facts and data.
Chapter 4
4.0 Research Methodology
 This chapter explains the various approaches that the researchers used when collecting
and analyzing data for the study.
 The methodologies cover data analysis methods, organizational performance,
organizational commitment, research design, sampling and population, and research
instruments.
4.1 Research Design
 The purpose of the research design is to provide a suitable framework for a study.
 The research study is quantitative in nature, and it involved the creation and distribution
of a survey questionnaire that was adapted to use a five-point Likert scale.
 Information is received from a selected number of Philippine Cultural College students.
 The selected respondents from the Philippine Cultural College, Quezon City Campus,
will be surveyed by the researchers.
 This research is a descriptive and explanatory survey.
 One dependent variable and four independent variables make up the total number of
variables in the study, suggesting that it is an explanatory study that will aid in the
researcher's improvement of their understanding of e-commerce through online consumer
behavior.
4.2 Profile of Respondents
College students of Philippine Cultural College must be currently enrolled that are taking
any courses offered by the school, who are users of Shopee as their online shopping platform,
accomplished the research survey that the researchers prepared.
4.4 Sampling
 It is a technique wherein not all members of the population have equal chances of
participating in the study. The researchers will select samples based on the subjective
judgment rather than selecting randomly.
 The study will make use of purposive sampling for descriptive research, the characteristic
to be considered is that they are using Shopee as their online shop.
 Snowball sampling method is a kind of non-probability sampling where the existing
participants refer to other future potential participants or subjects. As the sample builds
up, the researchers will be able to gather enough data that was useful for the study.
 The students that will participate in the study were expected to have an experience in
online shopping at Shopee platform.
 Their nature as students will give appropriate information for the study since the students
use the internet nowadays and this gives them the opportunity to have easy access to
online shopping which they may use in satisfying their different needs and necessities.
 In order to show the relationship between independent and dependent variables, the
researchers utilized the use of survey questionnaires that was distributed amongst the
students of pcc-qc.
4.6 Research Instruments
 The researchers choose to conduct online survey questionnaires to analyze and interpret
the data and information.
 The questionnaires will be distributed to any selected Philippine Cultural College students
who are the most engaged online.
 The researchers will use Google forms survey, which is known to the target respondents,
to complete online questionnaires.
 Since the questionnaires are mostly closed-ended, it is simple for respondents to answer,
analyze, and comprehend the questions.
 Since the researcher wants to analyze consumer opinion, attitude, behavior, and degree of
satisfaction in relation to services and products purchased through e-commerce, the
descriptive approach should be used to statistically analyze the data.
4.7 Methods of Data Collection
 It is vital to note that the set questions were written in both English and Filipino, as some
respondents struggle to express themselves in English and others confidently answer one
over the other.
 These would cover all of the information the researchers need to achieve or accomplish
the main objective, which is to understand their behavior in purchasing products or
services online in a specific application Shopee.
 While secondary data collection will be getting to our review of related literature and
studies of different people and places in the world.
 The contents of our review of related literature are journals, articles, studies and literature.
 The purpose of this is to support our main topic and to have a strong idea and grip on
understanding their behavior.
 In order for the research to be completely reliable, and given that the researchers are
looking at a total of five variables for the study, interview questionnaires addressing the
five variables of the studies were created by the researchers.
 Similar to that, only slight changes were made to these interview questionnaires so that
the respondents could comprehend.
 In terms of the factors, the researchers only created their own questions, basing them on
the four dimensions provided by Gozukara (2014),
 Moreover, a five-point likert scale was used throughout the questionnaire wherein the
respondents had to choose whether based on the statement provided they Strongly
Disagree (1); Disagree (2); Neutral (3); Agree (4); Strongly Agree (5).