EDUARDO L.

JOSON MEMORIAL HIGH SCHOOL

SENIOR HIGH SCHOOL

ONLINE SHOPPING EXPERIENCE AMONG GRADE 12 STUDENTS OF

EDUARDO L. JOSON MEMORIAL HIGH SCHOOL

ROSE MARIE O. BELONG

MA. ANGELICA L. DELA CRUZ
ROHANIE T. DIAMSAY
DIANA LYN G. REYES
LOURMAY A. UMAYAM
Researchers

ARJAY U. RIGOR
Research Adviser

July 2023

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SENIOR HIGH SCHOOL

CHAPTER I

THE PROBLEM AND THE REVIEW OF RELATED LITERATURE

INTRODUCTION

Online shopping has become very popular, especially

among student. The growth of technology has made these a

part and parcel of everyday lifestyle. Online shopping

provides more information and alternatives to customers

about products and price comparisons, as well as providing

convenience and simplicity in finding something online. It

has been proven also to give more satisfaction to modern

consumers with regard to convenience and saving time

(Butler & Dan Peppard, Citation1998; Li & Dan Zhang,

Citation2002).

Over the past couple of years, online shopping

experienced meteoric growth worldwide, and it’s here to

stay. The International Trade Administration reported that

ecommerce’s global retail sales went from 13.6% of the

market share to 18% in the first year of the pandemic.

There are several issues and problems that consumers

face when shopping online in the country. The limited

payment options available for online transactions is a

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SENIOR HIGH SCHOOL

major concern, with many merchants only accepting credit

cards, which is not accessible to everyone. Delivery and

shipping concerns were also noted, particularly in rural

areas where access is limited and delivery fees can be

expensive. Security issues such as identity theft and fraud

were also highlighted, as well as the lack of trust in

online merchants due to previous bad experiences or lack of

information. These issues can hinder the growth of the e-

commerce industry in the Philippines, and must be addressed

by regulatory bodies and online merchants to provide a safe

and reliable online shopping experience for consumers.

With more people embracing online shopping, businesses

around the globe are rethinking their retail strategies and

ramping up their digital presence. The Philippines is no

exception to this trend. Despite returning to near pre-

pandemic levels, online shopping in the Philippines

continues to grow, but that means so is the competition.

This research carries out analysis to explore the

online shopping experience of Grade 12 students from

Eduardo L. Joson Memorial High School, using a limited

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sample size. It seeks to S E N I O Rthe
investigate H I Gfactors
H SCHOO L
that

influence their online shopping decisions, the most

commonly purchased items, the challenges they encounter,

and the strategies they use to ensure a positive online

shopping experience. The findings of this research will

provide insights for online retailers, marketers,

educators, and parents on how to better cater to the needs

and guide the behavior of young consumers in online

shopping.

REVIEW OF RELATED LITERATURE

According to the 50th Statistical Report on China’s

Internet Development, the number of online shoppers in

China has reached 1000.51 million by September 2022.

College students have been the driving force behind online

shopping, but they are also particularly susceptible to

OSAT [1]. According to The Core Information and

Interpretation of Health Education for Adolescents in China

(2018 edition), compulsive online shopping is a form of

internet addiction. According to a study by Lee et al.,

offline impulse purchases and internet addiction are

strongly correlated with online impulse purchases [2].

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Thus, OSAT is a combination Sof
E N Ionline
OR HIG H S C H O Oand
addiction L

offline impulse shopping. A survey of 1183 postgraduates

from three universities in the province of Guangdong,

China, revealed that 16.7% of them suffer from online

shopping overload [3] (MDPI 20(1), 2023).

The nature of consumption experience is established as

the interaction in a situation – in a place and during a

period of time – between an individual and an object

(Arnould and Thomson, 2005). A four-stage process has been

proposed to represent the customer experience (Arnould et

al., 2004), which distinguishes the core of the experience

from the anticipated experience and from the purchase

itself, in addition to differentiate it from memories and

nostalgia. (ScienceDirect 21 (3), 314-326, 2014).

Internet brings new opportunities for marketers to

enhance prevalent marketing practices. Given that online

shopping can save time and cost to marketers when

developing marketing strategies, the current research can

contribute to consumers to better understand advantages

that online shopping may bring for them. Some of these

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advantages are convenience S E N I and
(time- O R Henergy-saving),
IGH SCHOOL

cheaper price (cost-saving), and more options as well as

accessibility to product information before making any

purchase decision. The research, at best, enhances

consumers’ awareness of the significant role that e-

commerce has played in modern information technology (IT)

context/community, and makes them aware of other shopping

choices rather than the ones offered by traditional

shopping practice. (Taylor & Francis Online 2 (1), 2015)

Consumer decision making is significantly influenced

by both the speed and ease with which consumers can contact

retail outlets. Many consumers turn to the Internet to

reduce the effort associated with making a decision

(Beauchamp and Ponder, 2010). While shopping consumers

spend time and effort to complete multiple tasks and since

today's customer is more time-starved than ever, it is

appropriate to consider the benefits of providing online

shopping convenience. Online convenience has been one of

the principal promoters of customer's predisposition to

adopt online purchasing (Jiang et al., 2013). Seiders et

al. (2000) argue that the importance

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that customers put on S E Nprompts
convenience I O R H I Gretailers
H S C H O O Lto

redesign store operating systems and emphasize the

efficiency of the service provided. (ScienceDirect 44,161-

169,2018)

Online shopping is booming in the Philippines due to

the strong improvement of the internet, mobile

applications, and various web developments. It is an easy

solution for the busy life and COVID-19 pandemic that the

world is facing today. Based on a study conducted by

Statista, the Philippines ranks third place in the world's

fastest-growing e-commerce markets outlasting its neighbor

country in Southeast Asia [1]. In addition, a study

conducted found that Filipinos shopped online for the

convenience of not having to go to and line up at brick-

and-mortar stores (58%), better prices (47%), and deals

(46%) [2]. (IEEE, 2020)

A study conducted by Marte, Rodilina and Te (2017) in

their study Psychographic Profiling of Millennial Shoppers

in Davao City, revealed that millennials in Davao City

prefer to buy brand new products that offered most value

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in terms of services and prestige,S and
ENIOa Rvariety
HIGH SofC H OOL
choices

to choose from. Further, they preferred to buy products in

an actual store where they could touch and see the product.

The study found that millennial shoppers also prefer to

interact with the store attendants. This factor is

important for them to enjoy the overall experience of

shopping which could lead to customer satisfaction. It

could be gleaned from the study that online shopping has

less influence on a younger population because of the

existence of malls in their area and other established

stores where they can do their shopping. (GMP, 9 (2), 2020)

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The researchers are under theS Accountancy
ENIOR HIGH S C H O Oand
Business L

Management (ABM) strand. (2023)

RESEARCH FRAMEWORK

INPUT PROCESS OUTPUT

RESPONDENT'S
PROFILE
Age

Sex

Strand

Online

Shopping

Data Gathering
Experience
Identified the
strategies of
Online shopping Survey Grade 12
experience among students to
ensure a
Grade 12 Data Analysis positive online
students of shopping
experience.
Eduardo L. Joson Approval of
Memorial High School Principal

School be
described in
terms of:
2.1 Ordering
2.2 Payment
2.3 Service
2.4 Review
2.5 System
FIG. 1 RESEARCH PARADIGM
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SENIOR HIGH SCHOOL

The input includes the respondents' sex, age, strand,

and online shopping experience. 

The process includes data gathering, survey, data

analysis, and approval of school principal.

The output includes the strategies of Grade 12

students to ensure a positive online shopping experience

and the percent of Grade 12 students that are satisfied

with buying online.

STATEMENT OF THE PROBLEM

The researcher purpose is to deeply understand the

online shopping experience among Grade 12 Students of

Eduardo L. Joson Memorial High School. Specifically, the

study will answer the following question:

1. How may the demographic profile of the respondents be

described in terms of:

1.1 Age

1.2 Sex

1.3 Strand

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SENIOR HIGH SCHOOL

2. How may the online shopping experience among Grade 12

students of Eduardo L. Joson Memorial High School be

described in terms of:

2.1 Ordering

2.2 Payment

2.3 Service

2.4 Review

2.5 System

3. Based on the results what only shopping guidelines may

be proposed?

HYPOTHESIS

-H0: There is no significant difference in the online

shopping behavior of Grade 12 students from Eduardo L.

Joson Memorial High School.

-H1: There is a significant difference in the online

shopping behavior of Grade 12 students from Eduardo L.

Joson Memorial High School.

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SENIOR HIGH SCHOOL

SIGNIFICANCE OF THE STUDY

As the researchers notice, this study “Online Shopping

Experience among Grade 12 Students of Eduardo L. Joson

Memorial High School” will mostly benefited the students,

e-commerce businesses, and the future researchers.

E-commerce businesses: The research can help e-commerce

businesses understand the preferences and behavior of Grade

12 students towards online shopping, enabling them to

improve their services and cater to the needs of this

demographic.

Educators and policymakers: Results can help educators and

policymakers understand the challenges and risks associated

with online shopping among Grade 12 students, enabling them

to implement measures to educate and protect students from

potential harm.

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Parents: The research can help S E N I O R H understand
parents I G H S C H O Othe
L

online shopping behavior of their children, enabling them

to monitor and guide their children's online activities.

Grade 12 students: The study can help Grade 12 students

understand their own behavior and preferences towards

online shopping, enabling them to make informed decisions

when shopping online and avoid potential risks and

challenges associated with online shopping.

Researchers and scholars: The result can serve as a basis

for further studies and research on online shopping

behavior among the younger generation and its implications

for e-commerce businesses, educators, policymakers, and

other stakeholders.

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SCOPE AND DELIMITATION SENIOR HIGH SCHOOL

This study aims to investigate the online shopping

experience of Grade 12 students from Eduardo L. Joson

Memorial High School, focusing on the factors that

influence their online shopping decisions, common

purchases, challenges encountered, and strategies used to

ensure a positive experience. This will be conducted on the

month of May inside Eduardo L. Joson Memorial High School.

The data collected will only be through survey

questionnaires, which may not capture the full range of

factors and experiences that influence online shopping

behavior.

DEFINITION OF TERMS

For better understanding of this study, the following

terms are defined operationally and conceptually:

Online Shopping – The act of purchasing goods or services

over the internet using an electronic device such as a

computer or smartphone.

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S E N I O RofHbuying
Online Shopping Experience - The process I G H S Cproducts
HOOL

or services online, where customers browse, select, and

purchase items through websites or apps, making it

convenient and accessible from anywhere with an internet

connection.

Ordering - The process of selecting and requesting products

or services from a provider or seller.

Payment - The act of transferring money or providing

compensation in exchange for goods or services.

Service - A valuable action, assistance, or performance

provided by a person or a business to fulfill a particular

need or desire of a customer.

Review - An evaluation, opinion, or assessment of a

product, service, or experience, typically shared by a

customer to provide feedback or inform others about its

quality or performance.

System - A set of interconnected elements or components

working together to perform a specific function or achieve

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a particular goal. It can SENIOR
refer to H I technological,
GH SCHOOL

organizational, or procedural arrangements.

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CHAPTER IIS E N I O R H I G H S C H O O L

METHOD

This chapter presents the research method, including

the Research design, Research Participants, Research Site,

Research Instruments, Data Collection, and Data analysis.

RESEARCH DESIGN

The research design for investigating the online

shopping experience among Grade 12 students of Eduardo L.

Joson Memorial High School will utilize a quantitative

approach. A structured questionnaire will be developed to

collect data on students' online shopping habits,

preferences, satisfaction levels, and challenges faced. The

questionnaire will consist of closed-ended questions. The

sample will be randomly selected from the Grade 12 student

population, ensuring an appropriate sample size for

statistically valid results. The collected data will be

analyzed using statistical software to generate descriptive

statistics, correlations, and potentially conduct

inferential analysis to identify patterns, trends, and

relationships among variables. The findings will

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S E N I O R behavior
provide insights into the online shopping H I G H S Cof
H OGrade
OL

12 students and the factors influencing their experiences,

contributing to a better understanding of their consumer

behavior in the online shopping context.

RESEARCH PARTICIPANTS

The research will involve Grade 12 students from

Eduardo L. Joson Memorial High School as the participants.

A representative sample of students will be randomly

selected to ensure a diverse representation of the student

population. Informed consent will be obtained from the

participants, and they will be assured of the

confidentiality and anonymity of their responses. The

selected participants will be asked to complete a

structured questionnaire designed to collect quantitative

data on their online shopping experience.

RESEARCH SITE

The research will be conducted at Eduardo L. Joson

Memorial High School, which serves as the primary site for

data collection. The school provides a suitable environment

to engage Grade 12 students in the study. The

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research site offers convenientS Eaccess
N I O R Hto
I G Hthe
S C Htarget
OOL

population, allowing for efficient sampling and data

collection. By conducting the research within the school

premises, it ensures a familiar and comfortable setting for

the participants, potentially resulting in higher response

rates and increased data reliability.

Figure 2

Location map

RESEARCH INSTRUMENTS

The research instrument for the quantitative aspect of

the study will be a structured questionnaire. The

questionnaire will be designed to gather data on various

aspects of the online shopping experience among Grade 12

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S E N IHigh
students at Eduardo L. Joson Memorial O R HSchool.
IGH SCH ItO O L
will

consist of closed-ended questions. The questionnaire will

cover topics such as students' frequency of online

shopping, factors influencing their purchasing decisions,

satisfaction levels with online shopping experiences, and

their overall attitudes towards online shopping. By

utilizing a structured questionnaire, the researchers can

gather standardized and quantifiable data, enabling them to

analyze and interpret the responses to identify patterns,

trends, and relationships related to Grade 12 students'

online shopping experience.

DATA COLLECTION

The data for the quantitative aspect of the study on

the online shopping experience among Grade 12 students of

Eduardo L. Joson Memorial High School will be collected

through a structured questionnaire. The questionnaires will

be distributed to the selected participants, and they will

be requested to complete them within a designated

timeframe. The researchers will ensure clear instructions

for completing the questionnaire and emphasize the

importance of providing honest and accurate responses.

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DATA ANALYSIS SENIOR HIGH SCHOOL

In the quantitative data analysis of the online

shopping experience among Grade 12 students of Eduardo L.

Joson Memorial High School, frequency distribution and

percentage will be utilized to summarize and present the

data. Frequency distribution involves organizing the

responses into categories or ranges and counting the number

of occurrences in each category. This will provide a clear

picture of how frequently certain behaviors or preferences

occur among the students. Percentages will then be

calculated by dividing the frequency of each category by

the total number of responses and multiplying by 100. This

will allow for a standardized representation of the data,

providing insights into the proportion of students who

exhibit specific online shopping behaviors, preferences,

satisfaction levels, and challenges faced. The frequency

distribution and percentage analysis will offer a concise

and easily interpretable summary of the quantitative data,

facilitating a comprehensive understanding of the online

shopping experience among Grade 12 students at Eduardo L.

Joson Memorial High School.

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