R3

Republic of the Philippines
CAGAYAN STATE UNIVERSITY

College of Business, Entrepreneurship and Accountancy
Andrews Campus
Caritan, Tuguegarao City, Cagayan
ABSTRACT
Online shopping is very much popular not only in the Philippines but also all
over the world. The key objective of this research study is to determine the level of
satisfaction of the BSBA major in Financial Management students of Cagayan State
University-Andrews Campus in online purchasing and see the relationship between
level of satisfaction and most preferred online portals to socio-demographic profile of
the respondents. The data gathered was primary data which was collected through both
online and hard copy questionnaire survey and it was distributed among 230
respondents firsthand. Getting the total sample size was calculated using the Slovin's
formula. The data gathered were statistically analyzed using Percentage Frequency
Distribution, Weighted Mean, and Pearson's Correlation Coefficient. The findings of
this research revealed that majority of the respondents were female which shows that
females are more active towards online shopping. Shopee was the most preferred
online portal and that respondents were found to be satisfied with their online
purchasing experiences. The findings of this research also revealed that there is no
difference between the most preferred online shopping portal of the respondents when
grouped according to profile. Another is that there is no significant relationship
between the level of satisfaction of respondents in online shopping and socio-
demographic profile of the respondents. And lastly, there is no significant relationship
between the online shopping portal most preferred by the respondents to their overall
level of satisfaction in online purchasing.
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TABLE OF CONTENTS
ACKNOWLEDGEMENT……………………………………………….i
ABSTRACT……………………………………………………………...iii
CHAPTER 1 INTRODUCTION
Introduction ………………………………………………………………1
Conceptual Framework …………………………………………………...6
Statement of the Problem …………………………………………………7
Hypotheses ……………………………………………………………….8
Significance of the Study ………………………………………………....8
Scope and Limitation ……………………………………………………..9
Definition of Terms ……………………………………………………...10
CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES
Related Literatures and Studies…………………………………………...11
Online Shopping Websites in the Philippines………………………..........16
Factors affecting customer’s satisfaction in online shopping……………...20
CHAPTER 3 RESEARCH AND METHODOLOGY
Research Design………………………….……………………………….23
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Sampling Plan…………………………………………………………….23
Research Locale………………………………….……………………….24
Sample Size……………………………………………………………….24
Research Instrument……………………………………………………….25
Data Collection……………………………………………………………26
Statistical Treatment………………………………………………………27
CHAPTER 4 RESULTS AND DISCUSSION
List of Tables……………………………………………………………..30
CHAPTER 5 SUMMARY, FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS
Summary………………………………………………………………...38
Findings………………………………………………………………….39
Conclusions………………………………………………………………40
Recommendations………………………………………………………..40
References……………………………………….……………………….42
APPENDICES
Appendix A (Survey Questionnaire)……………………………….. …….45
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Appendix B (Approval Letter)……………………………………………48
Appendix C (Letter to the Respondents)….………………………………49
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CHAPTER I
INTRODUCTION
The internet has now become a truly global phenomenon. As per Statistica-
The Statistics Portal, the number of internet users worldwide reaches more than five
billion of numbers as of April 2022 which is 63.5 percent of the total’s population.
Internet plays an important role to people's daily lives. They can communicate to
other people even they are on the opposite side of the Earth, can get and search
information and can play mobile games with others. Furthermore, the internet
functioned as a marketing tool as it enables customers to interact with retailers and
other customers, and also assisted their online purchase decision-making process; it
involved selling products online and facilitating transactions between retailers and
consumers (Thaichon, 2017).
Internet being the global phenomenon results to the rapid global growth in
electronic commerce (e-commerce) wherein businesses are attempting to gain a
competitive advantage by using e-commerce to interact with customers (Demangeot
and Broderick, 2017). Internet shopping has been widely accepted as a way of
purchasing products and services (Bourlakis et al., 2018). Online shopping provides
customers with a variety of products and services, wherein customers can compare them
with deals of other intermediaries and also choose one of the best deals for them
(Sivanesan, 2017). Online shopping or e-shopping like Lazada and Shoppee, which are
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well- known online shopping portals in the Philippines, are form of electronic
commerce which allows consumers to directly buy goods or services from a seller over
the internet. Some customers only purchase products based on the pictures and cheap
prices that are shown in different online shopping portals. So how do online sellers
encourage customers to shop with them? How can they make their customers
satisfied?
Every company or business wants to succeed in a way that they can maximize
their profit. And to achieve this goal, businesses should increase their sales by getting
more customers and the only way to get more customers is that, they should provide
expected satisfaction to the customers. Customer satisfaction is a measure how good
or service performs with regards a set of customer requirements (Hill and Alexander.
2016). These requirements are their expectations. According to Khristianto, Ketahadi
and Suvadi (2019), customer satisfaction is commonly viewed as a result of
comparison between the consumption expectations and experience. Satisfaction is
achieved when the final deliverable meets or exceeds a customer's expectation. This
means that customers are satisfied when their expectations are met and contented to
the outcome of online shopping or to their experiences. Customers will return if they
are pleased and satisfied with their online shopping experience (Kum and Stoel,
2017). Satisfied customer would re-purchase, buy more and share their experience
with others that is in favor to the businesses.
And in contrast, when online shopping experience did not meet their
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consumption expectations, they would be unsatisfied and disappointed. In a
Competitive market place where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly become a key element of
business strategy. Therefore, it is essential for businesses to effectively manage
customer satisfaction.
Understanding customer satisfaction can provide businesses with information
to streamline their operations and focus improvement programs on achieving cost
efficiency to ultimately achieve better performance (llieska, 2016). To be able to do
this, firms need to determine what factors affecting the level of satisfaction of
customers. Firms who make their customers satisfied will surely make their business
become successful.
Those factors can either satisfy or unsatisfy customers to buy online. Some
customers prefer buying online rather than the traditional shopping because they find
it more convenient and easier way. On the other hand, some consumers still feel
uncomfortable to buy online because of lack of trust. They tend to meet some friends
and get more feedbacks about the products before purchasing. Such factor may
influence the customers' decision to shop online negatively. Some factors that are
based on the customer satisfaction model propounded by Jarvenpaa and Todd are the
following: quality, delivery time, price, choice availability, discounts/offers, and
expectation fulfillment. These factors would surely influence the level of satisfaction
of customers in shopping online.
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This study endeavored to understand the customer satisfaction in online
shopping among the BSBA in Financial Management students of Cagayan State
University Andrews Campus, while investigating the major reasons and factors which
influence a customer's decision for purchasing online and the level of satisfaction
achieved by him/her by making online purchases.
Online shopping is the act of purchasing goods and services directly over the
internet. Online buyers are growing rapidly because they find it more convenient and
easier to shop online. It is because they can purchase goods or services in their homes
or workplace. Customers can purchase anytime and anywhere they want as long as
they have internet. In just one click, you can now shop your desired products or
services. Products that were being purchased include books, clothing, gadgets, beauty
products, shoes and many more. In online shopping, there are many selections of
products provided that being posted together with their pictures and information about
certain products including the prices. But buying online can either make customers
satisfied or unsatisfied.
The researchers chose this study because they observed that many customers
prefer purchasing over the internet rather than the traditional shopping. And not all of
them are satisfied when their expectations were not fulfilled. This study would
determine the level of satisfaction in online shopping among BSBA in Financial
Management students of Cagayan State University Andrews Campus. This includes
how the students are satisfied or unsatisfied and what makes them to be.
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This study is unique in a way that it was done for the first time around the
campus to be able to get information to how students do their shopping with the
different online portals. Their level of satisfaction towards the different online
shopping portals and what are factors most affect them to repurchase.
The researchers conducted the study at Cagayan State University Andrews
Campus, Tuguegarao City, Cagayan Valley, Philippines. With thousands of students,
only those students from Bachelor of Science in Business Administration major in
Financial Management who are buying online have the chance to be the respondents
and questionnaires were distributed. This study determined the socio-demographic
profile of the BSBA in Financial Management students of Cagayan State University
Andrews Campus, which of the online portals do they preferred the most, and also
determine if there's a significant relationship between their socio-demographic profile
and their preferred shopping portal, their socio-demographic profile and their level of
satisfaction in online purchasing. In addition, this study also determined if there's a
significant relationship between the shopping portals the customers preferred most
and their level of satisfaction in online purchasing.
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CONCEPTUAL FRAMEWORK
Respondent’s profile:
1. Online Portals
1. Sex
2. Customers’ Level of
2. Age
Satisfaction
3. Civil Status
4. Allowance per month
SPENDING DECISION
The figure shows the conceptual framework of the study and the variables that
involved which were analyzed in order to find out the answers or solutions to the
statement of the problem. It shows that respondents' socio-demograpic profile affects
their level of satisfaction and the selection of their most preferred online portal.
Furthermore, a basis for spending decision was included for this was based on the
respondents' level of satisfaction in online shopping, wether it is good to purchase
online or not and in what online portal is the best to purchase with.
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STATEMENT OF THE PROBLEM
Generally, this study aimed to determine the level of satisfaction in online
shopping among BSBA in Financial Management students of Cagayan State University
Andrews Campus.
Specifically, this answered the following questions:
1. What is the socio-demographic profile of the respondents in terms of:
1.1 Sex;
1.2 Age;
1.3 Civil Status;
1.4 Allowance per month
2. Which of the online portals do the respondents preferred the most?
3. What is the level of satisfaction of the respondents in online shopping?
4. Is there a significant difference between the most preferred online shopping portal
by the respondents when grouped according to their profile.
5. Is there a significant relationship between the level of satisfaction in online
shopping and their socio-demographic.
6. Is there a significant relationship between online shopping portal most preferred by
the respondents and their level of satisfaction in online shopping.
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HYPOTHESES OF THE STUDY
There is no significant difference between the most preferred online shopping portal
by the respondents when grouped according to their profile.
There is no significant relationship between the level of satisfaction of respondents in
online shopping and their socio-demographic profile in terms of sex, age, civil status
and allowance per month.
There is no significant relationship between the online shopping portal most preferred
by the respondents and their level of satisfaction in online purchasing.
SIGNIFICANCE OF THE STUDY
The purpose of this study is to determine the level of satisfaction in online
shopping among the BSBA in Financial Management students of Cagayan State
University Andrews Campus. This study will benefit the following group of
individuals:
Customers. This study can provide them information about online shopping and to
enlighten them how satisfied and unsatisfied they are in doing so.
Businesses. This study can provide them with information that can improve their
services and to achieve better performances and positive feedbacks or responses coming
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from the customers. This helps them to know how to make their customers satisfied in
buying online.
Unemployed. This study gives them ideas regarding about online shopping and can
encourage them to become online retailers.
Researchers. To help them determine the level of satisfaction in online shopping
among the BSBA in Financial Management students of Cagayan State University
Andrews Campus.
Future researchers. This study helps them in their research that is related to the level
of satisfaction in online shopping. This can serve as their reference. And they can use
this study as their guide or basis in making their research.
SCOPE AND LIMITATION
This study focused in determining the level of satisfaction of the students in
online shopping. The respondents were the 1st, 2nd, 3rd, and 4th year BSBA in
Financial Management students of Cagayan State University Andrews Campus, the
main campus of all CSU campuses. The sample size was determined using the Slovin’s
formula. The following are the barriers during research implementation: the
researchers cannot gather data during class hours, and respondents’ hectic and
different class schedules thus they do not have enough time for the survey. The
researchers distributed online and hard-copy questionnaires to the respondents on
May 03, 2023.
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DEFINITION OF TERMS
Customers . They are online purchasers who buy products from the sellers that offer
productsonline.
Customer Satisfaction. This basically talks about the result of contentment of the
onlinepurchasers to the products that are offered by the online seller.
Level of Satisfaction. It is the contentment of the customers to the products and
services purchased online.
Online Shopping. This is the act of purchasing products over the internet.
Online Shopping Portal. This is where online businesses happen to advertise and sell
their products using internet and mobile phones and other electronics devices as the
medium to communicate with the buyer.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
The aim of this chapter is to present literatures and studies relevant to this
research which will also make this study more credible and reliable. The chapter begins
with related literature and studies followed by concepts.
Related Literatures and Studies
Today, people are living in the digital environment. Earlier, internet was used
as the source for information sharing but now, life is somewhat impossible without it.
Everything is linked with the World Wide Web, whether it is business, social interaction
or shopping. In the field of shopping, the number of consumers buying online has risen.
It has become more popular among customers to buy online as it is handier and time-
saving (Huseynov and Yildirim, 2016;Mittal, 2013). According to the statement of
Hooda and Singh, (2018), it has been examined that online shopping is ensured by
numerous people, who have a hectic schedule and not having time or energy for
spending their precious time in the mall in order to shop their desired products. Same
idea with Tarhini et al. (2021) as they stated that shopping through online channels is
actively progressing due to the opportunity to save time and effort. Furthermore, price
comparisons can be easily done while shopping through online mode (Aziz and Wahid,
2018;Martin et al., 2015). In addition, Ladhari, Gonthier & Lajante, (2019) studies
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sector of Generation Y e-Shoppers attitude and found “four approaches to online
shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six
shopping profiles have also been identified, each with different objectives: price
shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas,
and shopping fans. Situational factors might also lead a consumer to have an intention
shopping on the Internet, such as time pressure, lack of mobility, geographical
distance, need for special items, and attractiveness of alternatives. A study by Shi,
DeVos, Yang and Witlox (2019) suggested that “e-shopping and shopping travel
behaviors are significantly determined by sociodemographic, Internet experience, car
ownership, and location factors”.
Aside from the factors mentioned above, we have also the socio-demographic
profiles such as age, gender, income and marital status which we, researchers
considered in this study that impacts online buying behaviour. Consumer behaviour
explains the attitudes, intentions and preferences of the consumer prior to their buying
which has been closely monitored and exploited by the e-commerce businesses
(Akkucuk & Esmaeili, 2016).
Age is a crucial demographic aspect that impacts online buying behavior, as
the purchase decisions change with age (Gurmu & Etana, 2014). People of younger
age tend to spend more on lifestyle, fun, fashion, while elderly people spend on most
health- related expenses. Rajyalakshmi (2015) found that older shoppers are more
concerned about the country of origin of a product or service before buying. Younger
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shoppers likely take an online purchase decision due to better computer skills and
more experience in using the internet. On the other hand, older shoppers perceive a
higher degree of risk in making online purchases (Morris and Venkatesh 2000). Age
not only influences buying behavior but also plays a crucial part in the development
of marketing strategies and market segmentation for a firm. Gender differences
influence buying decisions as per their varied needs and want, and lifestyle (Oakley,
2016).
Buying behavior differences are significant between men and women. Women
perceive a higher risk of online purchases than men. On the other hand, shopping
orientation is also different for men and women. Women’s online buying behavior is
led by social interactions and is mostly recreational. Men are more convenience-
oriented and do not give importance to face-to-face interaction (Zhou et al, 2007).
Shopping formats also differ when it comes to gender. Women are more likely than
men to participate in online bids (Fallows, 20015). Finally, women report a higher
degree of dissatisfaction with their online purchases than men (Doolin et al., 20015).
Income plays a vital role that influences online buying behavior (Ryscavage, 2015).
Low-income individuals approach online shopping cautiously and suspiciously due to
lower tolerance for a financial loss as compared to a high-income individual (Gunes,
2018). Middle-class people make purchase decisions on the basis of their needs and
not wants of luxury brands or designer clothes (Lautiainen, 2015). The medium for
the marketing of luxury goods is unique compared to basic commodities and
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necessities. Luxury goods are mostly promoted on niche magazines or web portals
and sensory branding, whereas basic commodities are mass promoted on TV and
newspaper ads, hoardings (Hammer, 2011).
Marital status of a consumer explains an individual’s association with a
significant other (Han et al., 2014). Examples of marital status are single, divorced,
married and widowed. Research on the association between marital status and online
buying behavior has been inconclusive. While Kim and Kim (2004) found that the
marital status and number of children in the household is positively related to online
shopping, Doolin et al (2005) suggest that there is no relation. Few of the biggest
examples of e-commerce companies targeting their market on the basis of their
marital status are online match-making websites like Shaadi.com in India.The website
targets exclusively single and divorcees.
Filipinos have unique buying habits which has become a culture that can be
called its own. Generally, Filipino consumers love to buy things which are on sales
and with discounts. These buying habits are very distinct and common to Filipinos
worldwide. A clear manifestation of that is the Filipinos consumers' sharp information
on the products and services being offered (Castillo, 2018).
In the Philippines, according to Manglinog (2018), the reason why online shopping is
booming in the country is because convenience, cheaper sales, especial deals
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especially during Christmas season and special holidays are what Filipinos like the
most. In the study of Magkilat (2022), he revealed that revealed that consumer
shopping behaviors shift across different Mega Sale Days. In the Philippines, Mega
Sale Days span across the calendar year. Among year-end shoppers surveyed, 90
percent bought something during Mega Sale Days in 2021. 12.12 and 11.11 are the
most popular Mega Sale Days. Pricing also represents a strong impact as a direct
effect on buying decisions and an indirect effect on satisfaction. It is visible that
product price, shipping cost, and discounts play a role when online shopping. It is also
assumed that Filipinos still want to choose the right product based on personal interest
rather than solely buy the cheapest product (Magkilat 2022).
Also, one of the most powerful influences on purchases in the Philippines is social
proofing. Social proofing is commonly used to verify a product’s quality and is very
important for Filipino consumers. High social proofing on social media shows a
dramatic increase in the likelihood of sales in the e-commerce industry.
Another research from LPU-Laguna found some unique findings in the study
on online shopping in the Philippines. Results concluded that most respondents were
age between 19 to 30 who shop online 42% of the participants. On the other end of
the scale, the smallest respondent group was 41 years and above (9.2%). This
supported the other studies which tell that younger ones tend to shop online because
of knowledge to technologies. In terms of gender, they found that 56% were males
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and 44% were females. Additionally, just under 70% of the respondents were singles.
The behavior of Filipino consumers toward online shopping and the factors that
influence them to shop online and their level of satisfaction affects the marketers,
entrepreneurs, and businessmen about their strategies towards online marketing.
Filipino consumers have a unique buying routine as a way of life (Castillo, 2018).
There are different factors such as those previously mentioned. Those factors that
greatly influence consumers to buy online can cause to build up the product
preferences of consumers which can help the marketers, entrepreneurs, and
businessmen to lead to an inevitable increase in market share and profitability. This
becomes the motivation of this stud which aims to examine the influence of the
socio-demographic profile to the spending decision especially in terms of online
shopping.
Online Shopping Websites in the Philippines
The evolution of shopping is now from traditional shopping to online
shopping, mentioned below are some of the most popular online shopping
websites in thePhilippines according to Philippine Primer (2017).
Lazada
Lazada is now dubbed as the fastest growing online shopping in the country. It
offers a variety of products from electronic gadgets, fashion and lifestyle items to
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appliances. Founded in 2011 by Rocket Internet and is open in Indonesia, Malaysia,
Singapore, Thailand, and Vietnam. A few years ago, the Chinese e-commerce giant Ali
Baba acquired a great share and controlled Lazada and its operations in Southeast Asia.
Lazada has more than 3000 brands, which marks its huge spread of products available
with them.
Shopee
Shopee is a catchy and hard-to-miss website in the Philippines. It is dubbed as
the top e-commerce platform for mobile phone users in the Philippines. This website is
also present in Singapore, Malaysia, Thailand, Indonesia, Vietnam, and Taiwan.
Shopee was launched in the year 2015, in less than 2 years it had more than 11,000
sellers on the platform. It’s one of the largest platforms in Southeast Asia.
Zalora
Zalora is the Southeast Asia's biggest online fashion retailers wherein you can
find clothing, shoes, accessories, etc. from well-known brands like Adidas, Converse,
Levi's and Bench.
Facebook Page
Customers can't just buy their desired products on the online portals
mentioned above, they can also buy products on Facebook page. Facebook is one of
the world’s most popular social platform. Here, anyone can do live streams and
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postings to sell their products. According to Statistica Research Department, there
were nearly 76 million Facebook users in the Philippines as of 2020. With that,
Facebook also become a crucialtool for product advertising and brand managing.
Tiktok
Leading short-term video platform, Tiktok, has announced its collaboration
with Shopify in the Philippines as part of its global partnership which began in
October 2020. The collaboration aims to help Shopify merchants extend their
commerce strategies to Tiktok, enabling them to add links of their products to the
videos where users can purchase them.
Customers
The customer is the person who buys goods and services. Customers are
important because they drive revenues; without them, businesses have nothing to offer
(Bloomenthal 2020). Most public-facing businesses compete with other companies to
attract customers either by aggressively advertising their products or by lowering their
prices to expand their customer bases. Also, customers repurchase products or services
if the expectations to their prior purchase have been met (Khadka & Maharjan, 2017).
According to DJ Team (2020), the sellers should know how customers behave
regarding the products that customers want to buy for the sellers to effectively attract
customers to shop. Understanding how customers purchase a business's services and
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products will help the business grow to a larger business.
Online customers must have an access to the internet and a valid method of payment in
order to complete a transaction.
Satisfaction
Satisfaction is a complex concept with multiple meanings and application. It
finds expression and widespread application in different field of study but in e-
commerce, satisfaction is defined as an affective state that represents the consumer’s
emotional reaction to the entire transaction experience with an online retailer (Faraoni
et al., 2018; Pandey & Chawla, 2018). Menidjel et al. (2020) found that satisfaction
positively influences customers’ behavioural loyalty. Satisfied customers are more
loyal to a brand or a store than customers who rely on other reasons (Ahmad et al.,
2017) and if buyers are satisfied with the product/service they purchased online, this
degree of satisfaction significantly affects their repurchase intention and (Butt et al.,
2017).
Customer Satisfaction
Customer satisfaction is a central tenet of interest in the field of marketing and
is considered to be the primary marketing objective (Chiu & Cho, 2019) because it was
known to be an indicator of a company’s future income and profit. This means that
businesses should satisfy their customers so that they would repurchase, buy more
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products, give positive feedbacks and share their experience to other people, as their
satisfaction can make the business become successful and can attract more customers.
Customer satisfaction is actually how customer evaluates the ongoing performance.
Understanding customer satisfaction can provide businesses with information to
streamline their operations and focus improvement programs on achieving cost
efficiency to ultimately achieve better performance (Ilieska, 2017). Determining the
level of satisfaction of customer will be a big help to businesses as it will provide them
ideas on how they can improve their services so that they will achieve better
performance compared to past operations.
Factors affecting customer’s satisfaction in online shopping
There are factors that affect the customer satisfaction levels in online shopping.
The following are some factors based on the Customer’s Satisfaction Model
propounded by Jervanpaa and Todd.
Quality
Product quality is the extent to which a good service or combination thereof
solves a problem or meets a need. For a product to have any real value, it has to have
some kind of quality or, hopefully, a high level of quality. In other words it needs to
actually solve a problem for the consumer or meet a need. By doing that our product
can be a source of value. (Jason Gordon, 2022)
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Delivery Time
Delivery time is the time taken to deliver the product from the seller to the
customer. The delivery time decides the level of satisfaction of the customer from
buying the product. Faster action approach is expected as a part to increase sales in
online selling nowadays. The faster is the delivery time, the more is the level of
satisfaction achieved by the customer. And in contrast, if the delivery time takes a long
period of time before the product will be delivered, the lower the level of satisfaction
and can disappoint customers. As consumers ascribe immense importance to the
completion of online transactions and the delivery of products in online shopping
(Raman, 2019), e-retailers should provide customers with superior service quality by
ensuring delivery timeliness, order accuracy, and excellent delivery conditions (Rita et
al., 2019). Delivery factors such as perceived delivery time positively affect customer
satisfaction (Brusch et al., 2019).
Price
Price is another important factor that can influence the level of satisfaction of
customers. Price is defined as the cost the customers need to pay in exchange of the
product. It has long been a critical determining factor in buyer decision-making defined
by (Kotler and Armstrong, 2018). According to Jain (2020), in e-commerce, customers
are able to obtain better discounts and pricing as they can purchase items directly from
manufacturers or merchants without going through an intermediary.
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Availability of choice
There is a lot of products available for shopping online. You can choose
anything you want to buy because there are many choices available. Clothing, shoes,
appliances, phones. name it all and you will find them over online shopping. The
customers get a wide range of choices to buy from the available products online.
Since online stores offer customers with variety of products and services, it gives
customers more chances to compare price from different websites and find the
products with lower prices than buying from local retailing stores (Lim and Dubinsky,
2014).
Expectation Fulfillment
According to Khristianto, Kertahadi and Suyadi (2012), customer satisfaction
is commonly viewed as a result of comparison between the consumption expectations
and experience. Before buying a product, customers have some expectations to the
products that they want to achieved and fulfill. It is only if the expectations of customers
are met after getting the actual products that can satisfy them. Customers are considered
to be the boss: whatever they expect for; need to be fulfilled. That's how customer
satisfaction can be achieved.
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CHAPTER III
RESEARCH METHODOLOGY
This chapter describes the methodology used in the study. It consists of the
locale of the study, respondents or research participation, instrumentation or methods
used, data collection and statistical treatment of data and formula.
RESEARCH DESIGN
This study is a quantitative research. Quantitative research is defined as a
systematic investigation of phenomena by gathering data and performing statistical,
mathematical, or computational techniques (Puljan, 2019). Its nature is descriptive-
correlational. A descriptive- correlational research is a study in which the researcher
is primarily interested in describing relationships among variables, without seeking to
establish a causal connection (Quaranta, 2017). The goal of this research is to explore
the consumers' satisfaction towards online shopping.
SAMPLING PLAN
The researchers chose the purposive sampling in gathering data. Purposive sampling
refers to a group of non-probability sampling techniques in which units are selected
because they have characteristics that the researchers need in their sample and this is,
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they must be online shoppers. In other words, units are selected “on purpose”. It is
also called judgmental sampling.
RESEARCH LOCALE
This study focused on online shoppers students in Business Administration
major in Financial Management at Cagayan State University Andrews Campus
Tugueagarao City.
SAMPLE SIZE
The respondents were online shoppers of the BSBA major in Financial
Management students of CSU Andrews Campus located at Tuguegarao City, Cagayan
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Valley. The researchers conducted a survey to determine how many are the BSBA
major in Financial Management students in the said school and they found out that
there are 343. The sample size was determined using the Slovin’s formula. The
formula is given as:
( )
N= Total population
E= Margin of error
n= Number of sample
RESEARCH INSTRUMENT
To collect survey primary data, the researchers distributed structured
questionnaires to the respondents to draw out information. A part of the questionnaire
which was the 3-point Likert Scale was adapted from Vishal Sharma's study. It was
divided into three parts: Socio-demographic profile, Buying Behavior and Customer
Satisfaction of the respondents. Each part has
a different set of questions. In the first part is consists of the respondents' personal
basic background demography such as sex, age, civil status, allowance per month.
The second part consist the buying behavior of the respondents which online portal
they prefer for online shopping. The last part consists of the factors that greatly
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influence their level of satisfaction in shopping online. In the first and second part,
respondents will mark a check that corresponds to their answers. And in part three, the
customer satisfaction, it uses a three-point Likert Scale wherein it consisted of three
options containing two different poles and a neutral option: 1 for Unsatisfied, 2 for
Satisfied, 3 for Very Satisfied.
Scale for Level of Satisfaction Verbal Interpretation
1-1.67 Unsatisfied
1.68-2.34 Satisfied
2.35-3.00 Very Satisfied
DATA COLLECTION
There are steps that the researchers followed in order to successfully gather the
data needed for their study. First, the researchers selected the BSBA in Financial
Management students of Cagayan State University Andrews Campus Tuguegarao
City whom are online shoppers as the respondents. Next, they searched for a
questionnaire which they adapted some part of it and served as their instrument. Then,
before gathering data, the researchers wrote a letter to CBEA Dean, Sir Cornelio
Addun to allow them to conduct a survey among the students of the said University.
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Upon the approval, the researchers conducted a survey to determine the total number
of online shoppers in FM students of CSU. When the population was determined, the
researchers used the Slovin’s formula to determine the sample size. But before that,
the researchers showed a letter to the respondents to be part of the study wherein they
are rest assured that their identity and the data gathered will remain confidential and
used for academic purposes only. The data collected were primary data since the
researchers gathered the data themselves through a survey and the data came from
first-hand sources.
STATISTICAL TREATMENT
The term statistical treatment is catch all term which means to apply any
statistica method to data gathered (Stephanie, 2016). Data were tabulated and analyzed.
The following statistical tools were used in the analysis of data.
Percentage Frequency Distribution
To determine the profile of the respondents, the percentage should be
computed. According to Lavracas (2008), percentage frequency distribution is a
display of data that specifies the percentage of observations that exists for each data
point in grouping of points and is a particular useful method of expressing the relative
frequency of surveyresponses and other data.
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Formula:
Where :
Weighted Me
The weighted mean is a type of average in which weights are assigned to
individual values in order to determine the relative importance of each observation
(Vaidya, 2020). It was used in this study in determining the weighted mean of the level
of satisfaction of respondents.
Formula:
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Pearson's correlation coefficient
Pearson's correlation coefficient is the test statistics that measure the
statisticalrelationship or association, between two continuous variables (Lani, 2018).
Formula:
∑ (∑ )(∑ )
√ ∑ (∑ ) ] (∑ ) (∑ )
Where:
=𝒗
∑=
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CHAPTER IV
RESULTS AND DISCUSSION
This chapter contains tables showing the data gathered by the researchers and
were statistically analyzed using percentage frequency distribution, weighted mean
and pearson’s correlation coefficient.
Table 1
Respondents’ Socio-Demographic Profile in terms of Sex
Sex Frequency Percent
Male 32 13.90
Female 198 86.10
Total 230 100.00
Table I shows the socio-demographic profile of the respondents in terms of
sex. It shows that out of 230 respondents, there are 32 (14%) males and 198 (86%)
females. This means that majority of the respondents are females. This supports the
findings of Pradhana & Sastiono 2018, who concluded that women shop online
frequently as they are hedonic, so they engage in online shopping activities to
experience and socialize.
Table 2
Respondents’ Socio-Demographic Profile in terms of Age
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Age Frequency Percent
17 and below 0 0%
18-25 230 100 %
26-40 0 0%
41 and above 0 0%
Table 2 presents the socio-demographic profile of the respondents in terms of
monthly allowance. It shows that all of the respondents were aged 18-25 years old.
Table 3
Respondents’ Socio-Demographic Profile in terms of Civil Status
Civil Status Frequency Percent
Single 230 100 %
Married 0 0%
Legally Separated 0 0%
civil status. It shows that all 230 of respondents were singles.
Table 4
Respondents’ Socio-Demographic in terms of Monthly Allowance
Monthly Allowance Frequency Percent
1000 – 2000 107 46.50
2001 – 5000 106 46.10
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5001 and above 17 7.40
Total 230 100.00
monthly allowance. It shows that out of 230 respondents, 107 (47%) have an
allowance of 1000-2000 php, 106 (46%) have an allowance of 2001-5000 php, and 17
(7%) have an allowance of 5001-8000 php per month. Those students with low
monthly allowance tend to approach online shopping cautiously and suspiciously due
to lower tolerance for a financial loss as compared to those with higher allowances
(Ryscavage 2015).
Table 5
Respondents’ Preferred Online Portal
Online Portal Frequency Percent
Lazada 34 14.80
Shoppee 74 32.20
Zalora 27 11.70
Facebook Marketplace 63 27.40
Tiktok 32 13.90
Total 230 100.00
Table 5 reveals the online portals most preferred by the respondents. It shows
that out of 230 respondents, 34 (14.80%) preferred Lazada, 74 (32.20%) for Shopee,
27 (11.70%) for Zalora, 63 (27.40%) for Facebook marketplace and 32 (13.90%) for
Tiktok. This means that majority of the respondents prefer Shopee for online
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purchasing. Shopee was launched in the year 2015. As per Statistica, as of the second
quarter of 2022, Shopee was the most popular B2C e-commerce site in the Philippines
with around 72 million monthly web visitors. On the other hand, Zalora got the lowest
percentage. Zalora sells authentic products. It is the Southeast Asia's biggest online
fashion retailers wherein you can find clothing, shoes, accessories, etc. from well-
known brands like Adidas, Converse, Levi's and Bench.
Table 6
Respondents’ Overall Level of Satisfaction in Online Shopping
Satisfaction Factors Mean Interpretation
The quality of products purchase online is highly 2.33 Satisfied
satisfactory.
The speed of delivery is fast. 2.30 Satisfied
The products available online are priced low in 2.51 Very Satisfied
comparison to the traditional market.
The difference between your expectations and real 2.28 Satisfied
products would influence your satisfaction level.
You will never repurchase from the same company 2.07 Satisfied
if there is a great difference between expected and
the real product.
The after sales service offered by the company are 2.20 Satisfied
highly satisfactory.
The customer care service offered is highly 2.21 Satisfied
satisfactory.
The process of making online payments is quite 2.44 Very Satisfied
fast and easy.
There is difficulty in replacing a product in case of 2.20 Satisfied
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dissatisfaction.
Some companies give exciting discounts and offers. 2.46 Very Satisfied
OVERALL SATISFACTION 2.30 Satisfied
Table 6 shows the overall level of satisfaction of respondents in online
shopping and the factors that affect their level of satisfaction.. Out of 3 rating scale,
the calculated mean is 2.31 and its verbal interpretation is satisfied. This means that
respondents were satisfied to their online purchasing experiences. This supports the
interpretations and findings of Karim and Rashed (2018) who concluded that online
shopping was considered by almost everyone (90%) to be convenient and satisfying.
The store is always open 24/7, easy to buy, less hustle and time saving, wide range of
choices and have affordable price for the customers.
Table 7
Correlation between Socio-Demographic Profile and Preferred Online Shopping
Portal
Socio-Demographic P-Value Decision r Strength
Sex 0.390 Accept Ho -0.048 Negligible
Monthly Allowance 0.477 Accept Ho 0.057 Negligible
Table 7 shows that there is no significant relationship between socio-
demographic profile and preferred online shopping portals. The p-value for sex is 0.390,
which is greater than the 0.05 significance level, so the null hypothesis is accepted. The
correlation between sex and preferred online shopping portal is negligible, with an r-
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value of -0.048. Similarly, the p-value for monthly allowance is 0.477, also greater than
the 0.05 significance level, so the null hypothesis is accepted. The correlation between
monthly allowance and preferred online shopping portal in this case is negligible,
with an r-value of 0.057. Our findings resonate with Dr. Chouhan and Kumar (2019)
who also confirms that there is no significance between sex and the different online
serviceproviders/online shopping portals in Indian context.
Table 8
Correlation between Socio-Demographic Profile and Level of Satisfaction in Online
Shopping
Socio-Demographic P-Value Decision r Strength
Sex 0.477 Accept Ho 0.047 Negligible
Monthly Allowance 0.312 Accept Ho 0.067 Negligible
Table 8 shows that there is no significant relationship between socio
demographic profile and level of satisfaction in online purchasing. The p-value for
sex is 0.477, which is greater than the 0.05 significance level, so the null hypothesis is
accepted. The correlation between sex and level of satisfaction in online purchasing is
negligible, with an r-value of 0.047. Similarly, the p-value for monthly allowance is
0.312, also greater than the 0.05 significance level, so the null hypothesis is accepted.
The correlation between monthly allowance and level of satisfaction in online
purchasing, in this case is negligible, with an r-value of 0.067. This is in conformance
to the research finding of Arthur Zaczkiewicz (2018) who confirms that the
customers’ satisfaction do not differ significantly across sex categories.
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Table 9
Correlation between Preferred Online Shopping Portal and Level of Satisfaction in
Online Shopping
P-Value Decision r Strength
Preferred Online 0.558 Accept Ho 0.039 Negligible
Shopping Portal
Table 9 shows that there is no significant relationship between preferred online
shopping portal and level of satisfaction in online purchasing. The p-value for
preferred online shopping portal is 0.558, which is greater than the 0.05 significance
level, so the null hypothesis is accepted. The correlation between preferred online
shopping portal and level of satisfaction in online purchasing is negligible, with an
r-value of 0.039. Online portalsdo not affect customers’ satisfaction. It depends on
the different factors such as convenience, cheaper sales, especial deals Manglinog
(2018), handier and time-saving(Huseynov and Yildirim, 2016;Mittal, 2018).
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CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS
This chapter shows the summary, finings, and overall conclusions of the study
and somerecommendations from the research.
Summary
This research revealed that majority of the respondents were females, 198 out
of 230 respondents which shows that females are more active towards online
shopping. And also, majority of the respondents came from the age group 18-25 years
old, single in terms of civil status, and having 1000-2000 monthly allowance. It was
also revealed in the study that Shopee was the most preferred online portal. The most
important finding of this study was that respondents were found to be overall satisfied
with their online purchasing experiences having a mean of 2.31 out of 3 rating scale.
The findings of this research also revealed that there is no significant relationship
between the online shopping portal most preferred by the respondents to the socio-
demographic profile of the respondents. Another is that there is no significant
relationship between the level of satisfaction of respondents in online shopping and
socio-demographic profile of respondents. And lastly, there is no significant
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relationship between the online shopping portal most preferred by the respondents to
their overall level of satisfaction in online purchasing.
Findings
 Majority of the respondents were females, all of the respondents aged 18-25
years old and mostly of them have monthly allowance of 1000-2000 pesos.
 Shopee was the most preferred online portal of the respondents.
 The mean of the overall level of satisfaction of the respondents was 2.31 with a
verbal interpretation as satisfied. This means that the respondents were overall
satisfied with their online purchasing experiences.
 The first null hypothesis is accepted. This means that there is no significant
difference between the most preferred online shopping portal by the
respondents when grouped according to their profile.
 The second null hypothesis between the level of satisfaction of respondents in
online shopping and socio-demographic profile of respondents in terms of sex,
age, civil status and allowance per month is accepted which means that there is
no significant relationship between the two.
 The last null hypothesis is accepted. This means that there is no significant
relationship between the online shopping portal most preferred by the
respondents to their overall level of satisfaction in online purchasing.
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Conclusions
We therefore conclude majority of the respondents were female which shows that
females are more active towards online shopping. And also, all of them came from the
age group 18-25 years old, single in terms of civil status, and majority of them have a
monthly allowance of 1000-2000 pesos. Shopee was the most preferred online portal
and that respondents were found to be satisfied with their online purchasing
experiences. This research also revealed that there is no difference between the most
preferred online shopping portal of the respondents when grouped according to
profile. Another is that there is no significant relationship between the level of
satisfaction of respondents in online shopping and t h e i r socio-demographic
profile. And lastly, there is no significant relationship between the online shopping
portal most preferred by the respondents to their overall level of satisfaction in online
purchasing.
Recommendations:
Based on the foregoing findings and conclusions, the following
recommendations are offered.
1. The customers may continue to purchase online because the findings showed that
the overall level of satisfaction is satisfactory.
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2. When spending, don't make impulse purchases just because something is on sale.
Take your time and make sure it's something you really want or need.and compare
prices across different websites.
3. Students who want to engage in business might try to enter the world of online
retailing because the findings shows that online shoppers were satisfied in purchasing
online.
4. Future researchers can widen this research study by determining the factors which
mostly affect the level of satisfaction of online shoppers and also, theycan take a look
on how COVID-19 virus affects the shopping behavior of consumers.
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REFERENCES:
 Albert W. & Tan K. 2021. "The impact of online shopping attributes on
customersatisfaction and loyalty: Moderating effects of e-commerce
experience"
 Al Karim R. 2015. "Customer Satisfaction in Online Shopping: a study into
thereasons for motivations and inhibitions"
 Al-Alawi I. et al., 2019. "The Effect of Demographic Factors of Consumers
OnlineShopping Behavior in a GCC University"
 A study on factors limiting online shopping behaviour of consumers 2021
 Castillo F. Jr. 2018. "Consumer Buying Behavior: The Multicultural Influence
inthe Philippines"
 Chaijaroen A. 2018. "Factor that affect the decision making on purchasing the
products from the online"
 Consumers’ demographic factors influencing perceived service quality in e-
Shopping: Some evidence from Nigerian online shopping September 2018
 Creencia S., et. al., 2022. "Factors Influencing the Attitude of Filipino
Consumers toShop Online amidst COVID-19 Pandemic"
 Folorunso E. 2015. "SATISFACTION"
 Gonthier J. & Lajante M. 2019. "Generation Y and online fashion shopping:
Orientations and profiles in Ladhari, Riadh"
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 Jaideep B. & Priya C. 2019. "Impact of demographic factors on online buying
behaviour"
 Lani, J. (2018). Pearson's Correlation Coefficient. Retrieved on May 01, 2019
from https://www.statisticssolutions.com/pearsons.correlation-coefficient/
 Lavrakas P. (2008). Percentage Frequency Distribution. Retrieved on April 02,
2008 from https://methods.sagepub.com/reference/encyclopedia.of-survey-
research-methods/n372.xml
 Magkilat B. 2022. "A study in Pinoys shop online more than in-store"
 "Online shopping outpace in-store purchases" by Philippine Real Estate News
Curator 2022
 Online Shopping Research For The Philippines by Filipino Wealth 2021
 Pandey S. & Chawla D. 2018. "Online customer experience in e-retail:
exploring OCE dimensions and their impact on satisfaction and loyalty. Does
gender matter?"
 Sachar D. & Arora R. 2021. "A Study on Satisfaction Level of Customers
throughOnline Shopping"
 Siddharta, S. (2009). Statistical Treatment. Retrieved on October 20, 2018
fromhttps://www.statisticchowto.datasciencentral.com/statistical-treatment/
 Singh H. & Sarangal S. 2020. "Customer Satisfaction and Loyalty Towards
OnlineShoppimg: A Study in Ludhiana"
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 Uchechukwu A. 2020. "Lessons to Learn from Serving Customers"
 Vaidya, D. (2009). Weighted Mean Formula. Retrieved on January 12, 2020
fromhttps://wallstreetmojo.com/weighted-mean-formula/
 Vinculum 2020. "Best Marketplaces to Sell at in Philippines"
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APPENDICES
APPENDIX A
(Survey Questionnaire)
The Level of Satisfaction in Online Shopping among the BSBA in Financial

Management students of Cagayan State University- Andrews Campus, a basis
for students’ spending decisions.
Name:
(Optional)
Direction: Put a check that corresponds to your answer.
Are you an online shopper?
Yes ( )
No ( )
SOCIO-DEMOGRAPHIC PROFILE
Sex
Male ()
Female ()
Age
17 and below ()
18-25 ()
26-40 ()
41 and above ()
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What is your civil status?

Single ()
Married ()
Widowed ()
Legally Separated ()
Allowance per month

Below 1000 ()
2001-5000 ()
5001 and above ()
B. BUYING BEHAVIOR
1. What web portal do you prefer for Online Shopping?
Lazada ()
Shopee ()
Zalora ()
Facebook page ()
Tiktok ()
Others: (Please Specify)
CUSTOMER SATISFACTION
3- Highly Satisfied
2- Satisfied
1-Not Satisfied
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3 2 1
1.The quality of products purchased
Online is highly satisfactory.
2.The speed of Delivery of the product is
fast.
3.The products available online are priced

low in comparison to the traditional
market.
4.The difference between your

expectations and real products would
influence your satisfaction level .
5.You will never repurchase from the

same company if there is a great
difference between expected and the real
product.
6.The after sales services offered by the

company are highly satisfactory.
7. The customer care services offered is

highly satisfactory.
8. The process of making online

payments is quite fast and easy.
9. There is difficulty in replacing a product

in case of dissatisfaction.
10. Some companies give exciting

discounts and offers.
Thanks for sparing us your precious time. Have a nice day!
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APPENDIX B
(APPROVAL LETTER)
ATTY. CORNELIO A. ADDUN, CPA, CIA, MBA

College Dean
College of Business, Entrepreneurship, and Accountancy Cagayan State University-
Andrews
Sir:
Greetings in the name of service!
We, the third year Bachelor of Science in Business Administration Major in
Financial Management students at Cagayan State University – Andrews Campus,
are currently conducting a study entitled “The Level of Satisfaction in Online
Shopping among the BSBA FINANCIAL MANAGEMENT STUDENTS: A
basis for their Spending Decision” in partial fulfillment of the requirements in
our subject Business Research 2.
In line with this, we would like to ask your office for permission to survey the
BSBA Financial Management students from 1st year to 4th year, who are our
intended respondents, in order to gather thenecessary data.
Thank you for your usual support, cooperation, and approval anent this request.
Respectfully yours,
SHANAIA LIM
Research Leader
Noted:
CATHERINE A. CABANADA
Research Adviser
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APPENDIX C
(Letter to the Respondents)
Respondents,
Greetings!
We are the 3rd year Financial Managements Students of Cagayan State University-
Andrews Campus who are enrolled in Business Research. We are currently
conducting a study entitled “The Level of Satisfaction in Online Shopping among
the BSBA Financial Management Students: A basis for their spending decision.” in
partial fulfillment of the requirements in our subject Business Research 2.
We value your privacy and online security. We will gather personal information from
you as it will be used for our research, this is to ensure that you are comfortable to
share your thoughts. Rest assured, we will not share personally-identifiable
information to other parties without your consent.
Very yours truly,
Researchers
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Republic of the Philippines

CAGAYAN STATE UNIVERSITY

satisfaction of the BSBA major in Financial Management students of Cagayan State

University-Andrews Campus in online purchasing and see the relationship between

level of satisfaction and most preferred online portals to socio-demographic profile of

Distribution, Weighted Mean, and Pearson's Correlation Coefficient. The findings of

grouped according to profile. Another is that there is no significant relationship

between the level of satisfaction of respondents in online shopping and socio-

demographic profile of the respondents. And lastly, there is no significant relationship

level of satisfaction in online purchasing.

Conceptual Framework …………………………………………………...6

Statement of the Problem …………………………………………………7

Significance of the Study ………………………………………………....8

Scope and Limitation ……………………………………………………..9

Definition of Terms ……………………………………………………...10

CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literatures and Studies…………………………………………...11

Online Shopping Websites in the Philippines………………………..........16

Factors affecting customer’s satisfaction in online shopping……………...20

CHAPTER 3 RESEARCH AND METHODOLOGY

CHAPTER 4 RESULTS AND DISCUSSION

CHAPTER 5 SUMMARY, FINDINGS, CONCLUSIONS AND

Appendix A (Survey Questionnaire)……………………………….. …….45

Appendix B (Approval Letter)……………………………………………48

Appendix C (Letter to the Respondents)….………………………………49

functioned as a marketing tool as it enables customers to interact with retailers and

consumers (Thaichon, 2017).

electronic commerce (e-commerce) wherein businesses are attempting to gain a

competitive advantage by using e-commerce to interact with customers (Demangeot

expected satisfaction to the customers. Customer satisfaction is a measure how good

2016). These requirements are their expectations. According to Khristianto, Ketahadi

and Suvadi (2019), customer satisfaction is commonly viewed as a result of

comparison between the consumption expectations and experience. Satisfaction is

with others that is in favor to the businesses.

consumption expectations, they would be unsatisfied and disappointed. In a

Competitive market place where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly become a key element of

business strategy. Therefore, it is essential for businesses to effectively manage

Understanding customer satisfaction can provide businesses with information

to streamline their operations and focus improvement programs on achieving cost

efficiency to ultimately achieve better performance (llieska, 2016). To be able to do

following: quality, delivery time, price, choice availability, discounts/offers, and

of customers in shopping online.

This study endeavored to understand the customer satisfaction in online

shopping among the BSBA in Financial Management students of Cagayan State

achieved by him/her by making online purchases.

determine the level of satisfaction in online shopping among BSBA in Financial

Management students of Cagayan State University Andrews Campus. This includes

The researchers conducted the study at Cagayan State University Andrews

Campus, Tuguegarao City, Cagayan Valley, Philippines. With thousands of students,

only those students from Bachelor of Science in Business Administration major in

and questionnaires were distributed. This study determined the socio-demographic

profile of the BSBA in Financial Management students of Cagayan State University

determine if there's a significant relationship between their socio-demographic profile

satisfaction in online purchasing. In addition, this study also determined if there's a

and their level of satisfaction in online purchasing.

4. Allowance per month

statement of the problem. It shows that respondents' socio-demograpic profile affects

respondents' level of satisfaction in online shopping, wether it is good to purchase

STATEMENT OF THE PROBLEM

Generally, this study aimed to determine the level of satisfaction in online

shopping among BSBA in Financial Management students of Cagayan State University

Specifically, this answered the following questions:

1. What is the socio-demographic profile of the respondents in terms of: