Chapter 1

THE PROBLEM AND ITS BACKGROUND

Rationale

In old times, consumers buy their necessities through a physical store,

and they have to go to a nearby mall to purchase the item they want. And now, it

has been improved and changed since online shopping launched. Online

shopping is a form of business that allows customers to directly buy their

products through an online website. In modern days, online shopping is

becoming a trend and well known as a tool to purchase quickly. Kelley (1958)

defined convenience cost as “the expenditure of time, physical, and nervous

energy, money required to overcome the frictions of space and time, and to

obtain possession of goods and services," and described four forms of place

convenience, one of the ten types of satisfaction. As the researchers observed,

most of the customers used online shopping, and they tend to experiences

positive and negative ones. The negative experiences include, bad quality of

products, unauthorized charges, misdelivered of goods, delays of delivery, and

shipping problems. Since the researchers also experienced the online shopping,

they want to know why consumers continue to purchased online when they

encounter bad experiences and to know the level of convenience of the

consumers when using this online marketing.

 2

In the Philippines, online shopping is effortlessly booming because of the

convenience that it offers to the customers, which enables them to feel more

relaxed and save time when shopping online. In online shopping, it takes a little

effort and better decision making for the customers to purchase on an online

website. Online shopping behavior is a type of attitude which involves consumers

browsing sites to search, select, and purchase goods and services in fulfilling

their needs and wants. It involves the reaction and choice of consumer decision

making. Pavlou and Fygenson (2006) stated that consumer intentions to use the

internet as a shopping channel is a significant predictor of consumer’s actual

participation in online transactions. Behavioral intention is essential to a

business, it determined the loyalty of a customer to the brand, and the customer

trust can affect the decision purchase. Generally, positive online shopping

behavior will lead to the successfulness of e-commerce transactions, such as

online shopping. The researchers want to know if there is a relationship between

customer online shopping convenience and behavioral intention of online

shoppers in the University of Cebu – Main Campus.

Theoretical Background

The dominant theory chosen is the Theory of Reasoned Action (TRA), it is

a theory that believes that a person’s behavior is determined by their intention to

perform the said behavior (Fishbein & Ajzen, 1975). This theory helps the

researcher analyze the behavioral intention of the customers towards online

shopping.
 3

Davis presented the Technology Acceptance Model (TAM) in 1989, it is

the most widely used model to explain the purpose of the behavior of the user’s

ability to use technology. It was based on principles adopted from Fishbein and

Ajzen’s attitude paradigm from psychology, which specified how to measure the

behavior relevant components of beliefs and attitudes (Davis, 1989). TAM theory

helps the study to explain on how online shopping influences the behavioral

intention of a consumer in purchasing a product online.

Theory of Planned Behavior (TPB), another theory under TRA, it is the

theory that states that attitude towards the behavior, subjective norms, and

perceived behavioral control of a person together can shape an individual (Ajzen,

1985). This theory helps to analyze the relationship of behavior and intention of

the customers and to understand the behavioral intentions of the customer

better. TPB was applied for conceptualizing, measuring, and empirically

identifying factors that determine behavior and behavioral intention (Vermeir &

Verbeke, 2008).
 4

Theory of Reasoned Action

(Fishbein & Ajzen , 1975)

Technology Acceptance Theory of Planned

Model Behavior
(Davis, 1989) (Ajzen, 1985)

Online Shopping Convenience

Online Shopping Behavioral

Intention

Figure 1. The Schematic Diagram of the Theoretical and Conceptual Framework

of the Study
 5

In relation to the study, the Theory of Reasoned Action (TRA) was used as

a significant theory. Theory of Reasoned Action determined that there is a reason

behind the customer convenience and behavioral intention towards online

shopping. This means that analyzing customer convenience and behavioral

intention established the reason customers shop online.

To strengthen the study, two theories were added to support the

significant theory. Theory of Planned Behavior (TPB) and the Technology

Acceptance Model (TAM).

The Theory of Planned Behavior connects the relationship behind the

attitude to the behavior of the consumer towards online shopping. The

convenience and behavioral intention have a relationship that causes the

customer to do shop online.

Technology Acceptance Model was also applied to support. Technology

Acceptance Model describes that there is a purpose behind the convenience and

behavioral intention of the consumer using online shopping. It implies that there

is a reason that makes a costumer use online shopping.

Theory of Reasoned Action, Theory of Planned Behavior, and Technology

Acceptance Model serves as the basis to determine the customer’s online

shopping convenience and behavioral intention.

Statement of the Problem

This study examined the relationship between online shopping

convenience and behavioral intention of senior high school students at the

 6

University of Cebu – Main Campus of the first semester of the academic year

2019 - 2020.

Specifically, the study answered the following questions:

1. What is the level of the online shopping convenience of the

respondents?

2. What is the level of the behavioral intention of the respondents towards

online shopping?

3. Is there a significant relationship between customer convenience and

behavioral intention of the respondents towards online shopping?

Null Hypothesis

At 0.05 level of significance, the hypothesis below was tested:

Ho: There is no significant relationship between customer online

shopping convenience and behavioral intention.

Significance of the Study

This study will be profitable to the students for them to be able to know

the relationship between online shopping convenience and behavioral intention

of customers. It can also help the student be able to see the reason why online

shopping is convenient and it will also encourage more students to do online

shopping.
 7

This study will help teachers to be able to understand why a lot of students

are doing online shopping nowadays. It will also help those teachers who don’t

do online shopping, know the convenience of using it.

This will help the campus to provide and give out information about online

shopping convenience and behavioral intention. This document presented by the

researcher can also serve as a reference or guidance to future entrepreneurs

and students that will study in the university.

This will guide us to know if there is a relationship between customer

online shopping convenience and behavioral intention to the customers and how

each variable will affect each other.

This will serve as reference for the future researchers to their research

that is similar to this study by referring to this research, and they can know what

to improve regarding their study.

Scope and Delimitation

This study only focused on the two significant variables: Customer online

shopping convenience and behavioral intention of the online shoppers in the

University of Cebu – Main Senior High School Department. Only the grade 11

and grade 12 ABM students who have experienced online shopping were

selected as the participants for this study.

The customer online shopping convenience of the online shoppers was

limited only to their experiences on online shopping like the treatment of the

website, the transaction, the products they purchase, and the measurement of
 8

the product if it is safe when it arrives, while the behavioral intention was also

limited to their feedback about the retailer or seller and their frequency of

purchases.

Definition of Terms

The following terms are defined operationally:

Behavioral intention defined as a person’s perceived likelihood or

subjective probability that he or she will engage in online shopping.

Customer online shopping convenience is any element of customer

experience that saves the customer time and effort.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter shows the review of related literature and related studies

after a thorough search that can be used to support the customer’s online

shopping convenience and behavioral intention.

Related Literature

The internet can accommodate different products and services that can

provide possible benefits to the customers and businesses worldwide. The use of

internet purchasing is rapidly increasing worldwide and becomes significant to

the marketing perceived benefits and risk to be able to come at being successful;

the market should understand the specific electronic marketplace (Thompson,

2006; Santana & Loureiro, 2010; Jacobs & De Klerk, 2010).

One of the principal motivations underlying customer inclinations to adopt

to online purchasing is the shopping convenience, as the customers spend lesser

time shopping and more to the other endeavors. The consumer’s online shopping

convenience desire has increase, and their attention is diverted frequently to

virtual shopping as their alternative medium. As for the online retailers, to

develop the more understanding of the salient aspect of online shopping

convenience and the specific domain with each dimension is significant because

they wish to take steps designed to maximize the speed and ease of shopping

(Colwell et al., 2008; Degeratu et al., 2000; Easterbrook, 1995; Lohse & Spiller,
 10

1998; Moeller et al., 2009; Morganosky & Cude, 2000; Reimers & Clulow, 2009;

Tanskanen et al., 2002).

Online shopping convenience has five dimensions of convenience; these

are time, place, acquisition, use, and execution convenience. Further research,

the four dimensions are closely related to the four utilities promulgated by

economic utility theory. Online Shopping Convenience also has three distinct

aspects, which are time, place, and effort (Gehrt & Yale, 1993; Brown,1990).

Online shopping convenience prompt consumers to access an online

website. It can benefit both tangible and non-tangible to its consumers. In terms

of physical benefits, it includes time savings and convenience. On the other

hand, non-physical benefits are shopping without problems; it can provide

enough information about the products you purchase and can access a wide

range of products and services (Lim & Dubinsky, 2004; Wolfinbarger & Gilly,

2001).

Customer satisfaction defines the quality of products or services that have

been favorably delivered to the client, enhancing the level of customer

satisfaction and improving the quality of service. In other words, the more

favorable the perceived quality of service for clients, the stronger the level of

satisfaction with the service provider (Bilan, 2013; Yeo et al., 2015).

It is particularly essential to study consumer purchasing behavior as it

facilitates companies to plan and implement superior business strategies. It

investigates about entertaining advertisements and its influence on customer

satisfaction and leaves an effect on behavioral intentions. Therefore, an enticing

 11

advertisement can positively increase consumer satisfaction, thus influencing on

consumer buying behavior (Khaniwale, 2015; Haider & Shakib, 2018).

The online shopping decision making process of customers is related to

the effects or feelings and happiness they experience while shopping. The

perceived implications have a significant impact on the attitude and intention of

an individual to buy online. In other words, a person may take online shopping if

he/she perceives advantages beneficial effects or otherwise if he/she perceives

some significant adverse implications. It is found out that the perceived

usefulness and perceived ease of use positively affect the attitude towards using

Online Grocery Shopping (OGS) and this attitude, in turn, influences the

Behavioral Intention and the actual usage of OGS (Limayem et al., 2013; Kurnia

& Chien, 2003).

Online shopping purchases has something to do with customer behavioral

intention. The customer is likely more satisfied with the online trading

experiences if they tend to purchase again and again (Park & Jun, 2003; Brown

et al., 2003).

The consumer's 'online shopping attitude' refers to the psychological state

in terms of purchasing online shops, while 'online shopping behavior' refers to the

process products or services on the Internet. Consumer's attitude is an essential

factor affecting their online shopping behavior (Li & Zhang, 2002; Shergill &

Chen, 2005).

Consumer’s level of trust has a significant effect on their repurchase

intention. In the company’s website, trust significantly influences the repurchase

 12

intention and to spreads positive word-of-mouth about online retailing. Trust can

be a barrier to the customer’s adoption of online buying. When a company site

has a proper complaint handling in online purchasing, it will have a positive

impact on the consumer’s trust in the company’s website and online retailing

(Dos Santos & Fernandes, 2011; Belanger, Hiller, & Smith, 2003).

Trust will increase customers’ belief that e-retailers will not have an

opportunistic behavior. Trust is needed because individuals have no idea what

the motives and intentions of others are. Enough trust is required when shopping

online, especially when customers submit their financial information and other

personal data in undertaking financial transactions (Gefen, 2000; Egger, 2006;

Kramer, 1999).

There are reasons why customers are having a hard time purchasing

products online because of the high risk about payment methods, delivery

options, and information content. The higher risk associated with acquiring

online, the lower the future purchasing intention from the internet. They do not

engage in purchasing products online because they are unsure whether the

product they purchased will be delivered or not (Samadi & Yaghoob-Nejadi,

2009).

One of the perceived risks of shopping online is the uncertainty that the

consumers face when they cannot foresee the consequences of their purchase

decisions in buying online. These risks might decrease the possibility of

converting a prospected customer to visit and do a purchase transaction in you

 13

and might lead to a loss of business opportunity (Schiffman, Kanuk, & Kumar,

2010; Khare & Rakesh, 2011).

Related Studies

The popularity of online shopping has risen over the years as individuals

find it simple to sell their products from the comfort of their home in online

shopping. One of the most attractive variables about online shopping, especially

during a holiday season, is that it alleviates the need to wait for a specific product

in long lines or to search from shop to shop (Daud, 2014).

Online shopping is becoming a trend for busy people, particularly the

young and those who know how to shop and buy online. Positive feedback from

customers is significantly considered; hence an online seller must establish a

good name to be reliable and credible, by being consistent in dealing with its

customers and being honest in describing the specifics of the product or service.

Specifically, this was conducted to determine whether students were aware of

online shopping and to know their experiences and reasons for buying online and

to determine their entrepreneurial mindset (Pinca, 2015).

An insight into these variables allows marketers to understand better and

predict not only the demand for their product or service but also the purchase

intentions and the frequency of purchase of the product or service. More

importantly, if these factors are regarded while developing new products, it will

promote the development of products with a greater probability of achievement

(Khaniwale, 2015).
 14

Online buying will save the customers’ time, money, effort and will reduce

the purchase cost of the product. Return policy, product specifications and

security of transactions are one of the important things when buying online

because it will give them the assurance and will give the customers the feeling

that they are secured (Tallud, 2014).

A consumer with a high perceived frequency of dealing online purchases

are more inclined to be concerned about the prices of online products compare to

its great convenience of online shopping. The more frequent the consumer shop

online, the less loyal they are to online shopping. However, those consumers

with a low perceived frequency of online shopping may not attach great

importance to its price instead, they pay more attention to its convenience

(Mexian, 2015).

The benefits of online shopping towards the consumers, has portrayed the

majority of the customers are highly satisfied with regards to its price of the

product, discount offered, and time is taken for delivery of product on online

purchases (Kumar & Velmurugan, 2017).

It is concluded that online shopping behaviors depend not only on the

operational characteristics of the online system but also on the possible increase

in the level of consumer trust in the online system. Both trust and technology

acceptance had strongly associated with attitudes toward products and services

and also toward intention behaviors to purchase. The systems should be looked

at the system interface and characteristics of systems were affected by the trust
 15

of the seller to increase attitudes and enhance shopping productivity

(Suwunniponth, 2014).

To depict the factors that affect the consumers’ online purchase intention

is the primary goal of the proposed study. Most of the studies being done, the

impact of social media is generally underestimated in the literature more than on

the effects of consumer characteristics, merchant characteristics and product

characteristics on online purchase intention (Akar & Nasir, 2015).

Consumer purchase intentions have positive impact on online shopping

behavior. Attitude also plays a vital role in affecting the customer’s online

shopping behavior. Moreover, an attitude has a positive moderating role between

consumer purchase intention and online shopping behavior (Bhatti, 2018).

The dominating behavioral issue of customer service is the online

customer loyalty for it is critical to many aspects of the society and the

enhancement of the customers’ loyalty towards its products or services is the

central thrust of the marketing activities of a firm (Legaspi, Galgana, &

Hormachuelos, 2016).

Online shopping is a modern business environment that plays a great

momentous. The main doubts of online shoppers are safety risks, cautions, the

impossibility of the product testing, problems with complaints, product return and

personal data, which comprise them to information seeking and social contact of

the seller. Moreover, the emerging evidence says that most people want to buy a

product online because some people do not have so much time to visit the store

and avoid the crowd (Kumar, 2015).

 16

Even though online shopping is convenient with no time and place, it also

possesses hidden risks to its customers. Uncertainty of trade parties, privacy or

confidentiality, uncertainty about the location of the transaction, fair trading,

hidden costs, doubts regarding returns and refunds, and fake sites are the

significant challenges that the consumer needs to face when it comes to online

shopping (Pathak, 2015).

Furthermore, online shopping has been part of dramatic change in the

altered way of consumers. The consumers’ way of shopping has two methods

like purchase from a physical store or to shop online, which offers them a wide

range of products and services. But people right now are likely to shop online

because it eases them in looking at various choices and prices in their homes.

Moreover, the emerging suggests that the effective way to buy online is to be

aware of the quality and product and also to follow up their orders to avoid delays

(Sivanesan, 2017).
 Chapter 3

RESEARCH METHODOLOGY

The methods used in the study were indicated in this chapter. Research

design, environment, respondents, instrument, data collection procedure and

data analysis are shown.

Research Design

The quantitative research design used in this study is descriptive

correlation research. Gay (1976) defines descriptive analysis as involving the

current status of the subject of the study. This method of analysis is designed to

gather information on conditions existing at a particular period. A correlation

survey is defined by Leedy and Ormrod (2010), which concerns establishing a

relationship between two or more variables in the same community or between

the same variables in two population. It also ascertains how much variation is

caused by another variable. The measure of correlation determines the

magnitude and direction of the relationship.

Research Environment

This study was conducted at the University of Cebu – Main Campus, it is

located at J. Alcantara St. Cebu City. University of Cebu – Main Campus offers

the best academic strands in senior high school. The said school has one (1)

building with nine (9) floors and currently constructing a new building. They offer

seven (7) strands, namely Accountancy and Business Management (ABM),

 18

Science Technology Engineering Mathematics (STEM), Humanities and Social

Sciences (HUMSS), General Academic Strands (GAS). They also offer Cookery,

Travel and Services, Computer System Servicing (CSS) and Arts and Design

Track. The core values of the University of Cebu – Main Campus are; Innovation,

Camaraderie, Alignment, Respect and Excellence.

Research Respondents

The respondents of this research were the Grade 11 and Grade 12 Senior

High School ABM students of University of Cebu – Main Campus, who have

experience in online shopping. There was no trouble finding participants of this

study since it was only conducted in the University of Cebu – Main Campus.

Thus, the researchers would be able to save their time and effort in finding the

possible respondents for their study.

There is no particular population used in this study because Gay (1976)

stated that in correlation research, only 30 students or respondents are required

to participate. The technique used in this study is the purposive sampling

technique. The purposive sampling technique, also called judgment sampling, is

the deliberate choice of an informant due to the qualities the informant

possesses. It is a nonrandom technique that does not need underlying theories

or a set number of informants. Simply put the researcher decides what needs to

be known and sets out to find people who can and are willing to provide the

information by virtue of knowledge or experience (Bernard 2002, Lewis &

Sheppard 2006).
 19

Research Instrument

Personal data was needed to be filled out only for tracking purposes, but

the participant’s privacy was assured to be private due to confidentiality. Survey

questionnaires were handed out to the participants, which the questionnaire used

was a Likert scale. The survey questionnaire is a 25-item divided into two

variables; customer online shopping convenience and behavioral intention.

Customer online shopping convenience is composed of a 22-item questionnaire,

while the behavioral intention is consisting only of 3 item question. They will be

able to answer this questionnaire by rating from 1-5, which is 5 is for Strongly

Agree, 4 – Agree, 3 – Undecided, 2 – Disagree, and 1 – Strongly Disagree.

Data Collection Procedure

A transmittal letter was handed out to the subject teacher then was

handed to the principal for the final signings. Transmittal letter was needed for

the study to be able to go on without any worries because it will represent that

the principal permitted to conduct the study. Thus, the survey runs through

smoothly without any troubles. Informed consent was used and also passed out

to promote the validity of the research and develop research ethics. Survey

questionnaires were given out to 30 participants because this study used

purposive sampling that was needed to be applied to this study. Due to the

purposive sampling technique that was used in this study, we will have to

personally ask the participants if they have any experience of shopping online.

The survey only took 3-5 minutes as the questionnaires were exclusively
 20

composed of simple questions that can be easily understood by the participants

of this study. After the survey was given out and received safely, it was then

analyzed and tallied to be able to make the data analysis.

Data Analysis

Mean and the standard deviation was used to determine the number of

customers who agreed that customer online shopping convenience affects their

behavioral intention.

Using Pearson r correlation analysis, the relationship between the

customer online shopping convenience and the behavioral intention was

determined. This was also used to determine if customer online shopping

convenience has a significant effect on their behavioral intention.

SPSS trial version was used with the guidance of a professional to tally

and analyze the statistical data of the survey questions that were handed out to

the participants of the study. SPSS software helped to save more time on

analyzing and tallying the data.

 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

It presents the data that was collected, analyzed and summarized to

answer the specific problem, major variables and the significant relationship

between the variables.

Customers’ Online Shopping Convenience

Table 1. Customer Online Shopping Convenience of the Participants

Statements Mean SD
I could order products wherever I am. 4.33 .884
I am able to find desired products quickly. 4.20 .847
I am able to find the same product using a variety of online 4.20 .714
search options.
I received all the items I ordered. 4.13 .973
The website is very attractive. 4.13 .819
The website uses both text and graphics to provide in-depth 4.13 .900
product information.
The prices of delivered goods are identical to those on the 4.10 .845
order form.
Payment methods are flexible. 4.10 .923
The website is always accessible. 4.10 .845
The website provides sufficient information so that I can 4.07 .868
identify different products within the same category.
I could shop anytime I wanted. 4.03 1.159
The website is user-friendly. 4.03 .928
The website provides product specifics, such as volume, 4.00 .910
weight, and size.
The product classification is intuitive and easy to follow. 4.00 .695
I am able to complete my purchases without difficulty. 3.97 1.066
The website does not misuse my personal information. 3.93 .868
The website is easy to understand and navigate. 3.93 .907
I feel safe in my transactions. 3.80 .997
Online payment is simple and convenient. 3.67 1.269
Product delivery is timely. 3.53 1.252
Delivered goods are undamaged. 3.37 .850
It takes little effort to return some unwanted items. 3.20 1.243
Weighted Mean 3.95
Overall Standard Deviation .520
Legend: 4.20 - 5.00 (Very High), 3.40 - 4.19 (High), 2.60 - 3.39 (Average),1.80 – 2.59 (Low),
1.00 - 1.79 (Very Low)
 22

The table was determined through the tallying of the participant’s answers

to the survey questions. SPSS software was used to determine the mean and

standard deviation. Very high satisfaction is easy to access and searchability. On

the other hand, high convenience is possession utility, online shopping

attractiveness, consistency of prices, transaction convenience, product

sufficiency, user friendly, confidentiality of the customers, and undamaged

product when it is delivered. While unwanted items take a little effort to return is

under average convenience. The customer online shopping convenience

resulted in a weighted mean of 3.95, while the overall standard deviation resulted

to .520.

Customers’ Behavioral Intention

Table 2. Customers Behavioral Intention

Statements Mean SD
I will continue to shop online at this retailer. 4.27 .785
I will use this retailer web site more often for online purchases. 4.13 .776
I encourage others to shop online at this retailer. 4.07 .785
Weighted Mean 4.15
Overall Standard Deviation .653
Legend: 4.20 - 5.00 (Very High), 3.40 - 4.19 (High), 2.60 - 3.39 (Average),1.80 – 2.59 (Low),
1.00 - 1.79 (Very Low)

This table was determined by giving out survey questionnaires and then

tallied using SPSS software to be able to determine the mean and standard

deviation. Repeated purchases are included in the very high behavioral intention,

while high behavioral intention includes, they will continue to purchase products

online and they will encourage other people to shop at this website. The
 23

weighted mean of the behavioral intention resulted to 4.15. And overall standard

deviation resulted to .653.

Relationship between Customer Online Shopping Convenience and

Behavioral Intention

Table 3. Correlational Analysis between Customer Online Shopping

Convenience and Behavioral Intention

Pearson’s r P-value Decision to Interpretation

Ho
Shopping
Convenience Significantly
and .752 .000 Reject Correlated
Behavioral
Intention

The relationship between online shopping convenience and behavioral

intention of customers on the table above shows the r-value of the relationship

between the two variables resulting to.752 which indicates that the relationship of

convenience and behavioral intention of the customers is strongly positive

correlation. Thus, the null hypothesis was rejected because there is a significant

relationship between customer convenience and behavioral intention toward

online shopping.
 Chapter 5

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

This chapter shows the summary of findings, conclusion,

recommendations and references of the study. This summarizes the answer to

the general and specific problem of this research.

Summary of Findings

The study revealed that the online shopping convenience of the

participants is very high convenience, high convenience and average

convenience. It illustrates that most of the respondents agree that online

shopping really promotes convenience in terms of time, accessibility,

transactions, confidentiality and product sufficiency. Time convenience is useful

since the participants acknowledge that product delivery is timely. Accessibility

convenience is beneficial for the participants for the reason that they can shop

whenever they want. They can order products wherever they are and the website

is always accessible. Transaction convenience is met through payment flexibility,

they can ultimately purchase without difficulties and online payment is simple and

convenient. Confidentiality convenience is reached since the participants feel

safe when online transactions are made and the website does not misuse the

participants’ personal information. Product sufficiency is determined through

product classification is intuitive and easy to follow and the products delivered

are undamaged.
 25

The behavioral intention of customers towards online shopping represents

that the participants were satisfied with the online trading they experience. The

study shows that the participants are more likely to have a very high behavioral

intention and high behavioral intention. It emphasizes that the behavioral

intention of the participant varied with repeated purchases through online

shopping and endorsing the online website to other people.

There is a significant relationship between customer online shopping

convenience and behavioral intention. The behavioral intention of the customer is

met when they tend to purchase the products frequently and that’s when they

feel that buying online is convenient. The researchers rejected the null

hypothesis since the results show that the relationship between customer

convenience and behavioral intention is a strongly positive correlation.

Conclusion

After the data was analyzed, the results show that if the participants are

more likely to have a very high convenience to the online site, therefore their

behavioral intention is also very high. Thus, if the participants have very low

convenience to the online website, then their behavioral intention is very low.

Therefore, the conclusion was that online shopping convenience and behavioral

intention has a significant relationship and can give an impact to the students of

the University of Cebu – Main Campus, especially to the online shoppers.

 26

Recommendations

Based on the results, the following recommendations are drawn:

 Online shoppers may continue to shop online when they tend to feel

convenient on shopping at this particular website. They may also want to

consider the customer’s online shopping convenience before purchasing a

product to ensure that the product has good quality. The customers may

also have preferences in choosing online shopping websites. They may

also be updated about the products that the site offers to know that the

product is in high quality, excellent performance and innovative features.

 The online retailer may enhance its products and services through

discount bills or offers in order to maintain excellent customer satisfaction.

The seller may maintain their product’s perceived benefits. The retailer

can take responsibility for knowing the customer needs and wants and

eventually they can develop goods or services which may lead to long

term relationship with their customers. They may also improve their

delivery of products to ensure that the products they deliver are

undamaged and they may exert effort to be more open when their

customers return some unwanted items.

 Online sellers and online shoppers may have a good communication with

each other to build a good positive relationship. The sellers may satisfy

their customers by communicating with their customers frequently and

effectively since it is important to always get in touch with customers

through social networking sites to sustain customer loyalty.

 27

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Bhatti, A. (2018). Consumer purchase intention effect on online shopping

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Bilan,Y. (2013). Sustainable development of a company: Building of new level of

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 33

APPENDICES

Appendix A

Transmittal Letter
 34

Appendix B

INFORMED CONSENT

Dear Respondents:

Good day! As part of our research journey, we are conducting a study on

“Customer Online Shopping Convenience and Behavioral Intention”. We
hope that you can share few minutes of your time to share your experience in
relation to the said topic.

Purpose

This study examines the Customer Online Shopping Convenience and

Behavioral Intention among Grade 11 and 12 ABM students in the University of
Cebu – Main Campus.

Benefits of the Research

The present study will provide us a clearer understanding of the ABM students’
survey answers, depict the relationship that will base on the data gathered, and
observed shopping convenience and behavioral intention of the students towards
online shopping.

Risks and Discomforts

There are risks involved in all research studies. This study may include only
minimal risks, i.e. you may become uncomfortable when answering some
questions.

Voluntary Participation

Your participation in this study is completely voluntary and you may choose to
stop participating at any time. Your decision not to volunteer will not influence the
nature of your relationship to the researchers and the University.

Withdrawal from the Study

You can stop participating in the study at any time, for any reason, if you so
decide. Your decision to stop participating will not affect your relationship with the
researcher, University of Cebu, or other groups associated with this project. In
the event that you withdraw from the study, all associated data collected will be
immediately destroyed whenever possible.
 35

Confidentiality

Data gathered based on your answer to the survey will be used to ensure the
accuracy and fidelity of the responses given. Any information obtained from you
will remain highly confidential and will be used for research-related purposes.

If ever you need to contact us about our research, you may reach us at
09951271810 or email us at hannahrodrigez678@gmail.com

Conforme:
I fully understand and agree to the terms and conditions set by the researchers. I
therefore attest that I answered all the questions with all honesty
_____________________________
Signature over Printed Name/ Date
 36

Appendix C

SURVEY QUESTIONNAIRE

I. Personal Data

Name: _____________________ Grade/Section/Strand: _________________

Gender: Male Female

How many times you’ve tried purchasing online:

None: Once: Twice: Thrice: More:

II. Customer Online Shopping Convenience and Behavioral Intention

Direction: Please choose what best describes your customer convenience and
behavioral intention towards online shopping. Put a check mark (✔) inside the
box. 5 – Strongly Agree, 4 – Agree, 3 – Undecided, 2 – Disagree, and 1 –
Strongly Disagree.

Online Shopping Convenience

Statement 5 4 3 2 1
1 I could shop anytime I wanted.
2 The web site is always accessible.
3 I could order products wherever I am.
4 The web site is user-friendly for making purchases.
5 The web site is easy to understand and navigate.
6 The web site is very attractive
7 I am able to find desired products quickly.
8 The product classification is intuitive and easy to follow.
9 I am able to find the same product using a variety of online
search options
10 The web site provides product specifics, such as volume,
weight, and size.
11 The web site provides sufficient information so that I can
identify different products within the same category.
12 The web site uses both text and graphics to provide in-depth
product information.
13 Online payment is simple and convenient.
14 Payment methods are flexible.
15 I am able to complete my purchases without difficulty.
16 Delivered goods are undamaged.
17 I received all the items I ordered.
18 Product delivery is timely.
19 The prices of delivered goods are identical to those on the
order form.
 37

20 It takes little effort to return some unwanted items.

21 The web site does not misuse my personal information
22 I feel safe in my transactions.

Behavioral Intention
Statement 5 4 3 2 1
1 I will continue to shop online at this retailer.
2 I encourage others to shop online at this retailer.
3 I will use this retailer web site more often for online purchases.
 38

Appendix D

PLAGIARISM CHECK RESULT

 39

CURRICULUM VITAE

PERSONAL BACKGROUND
Name : Jonaid D. Asal
Home Address : Cr. Colon, Legaspi St., Cebu City
Birthday : March 22, 2002
Religion : Islam
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

University of Cebu – Main Campus
Sanciangko St., Cebu City

Elementary Education
Zapatera Elementary School
Sikatuna St., Cebu City

CERTIFICATION AND AWARDS

NC ll Holder CSS (Computer System Servicing)

 40

PERSONAL BACKGROUND
Name : Raven Louisse Bendola
Home Address : 20D, Premier St., Hipodromo, Cebu City
Birthday : October 31, 2001
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

University of Cebu – Main Campus
Sanciangko St., Cebu City

Elementary Education
Hipodromo Elementary School
Saint Paul St., Hipodromo, Cebu City

CERTIFICATION AND AWARDS

NC ll Holder CSS (Computer System Servicing)

With Honors S.Y. 2019-2020 (1st Semester)
Grade 10 Overall with honors (3rd Grading Period)
Grade 9 Top 3 student in classroom
Grade 8 Top 2 student in classroom
 41

PERSONAL BACKGROUND
Name : Leslie N. Cabajar
Home Address : Guila-guila, Bonbon, Cebu City
Birthday : December 24, 2002
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

Bonbon National High School
Bonbon, Cebu City

Elementary Education
Bonbon Elementary School
Bonbon, Cebu City

CERTIFICATION AND AWARDS

1st in District Meet (Math Quiz)

With Honors S.Y. 2017-2018
With High Honors S.Y. 2018-2019
 42

PERSONAL BACKGROUND
Name : Meljean B. Cabaluna
Home Address : Tubod, Bulacao, Cebu City
Birthday : September 29, 2001
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

Bulacao Community High School
Cabancalan I, Bulacao, Cebu City

Elementary Education
Bulacao Community School
Villamangga, Bulacao, Cebu City

CERTIFICATION AND AWARDS

With Honors S.Y. 2019-2020 (1st Semester)

 43

PERSONAL BACKGROUND
Name : Alysa Marie M. Laping
Home Address : Cabreros St., Cebu City
Birthday : November 09, 2001
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

Don Vicente Rama Memorial National High School
Macopa St., Basak San Nicolas, Cebu City

Elementary Education
Tuburan Central School
Brgy. 7. Tuburan, Cebu

CERTIFICATION AND AWARDS

With Honors Grade 11

Academic Awardee in Grade 11
 44

PERSONAL BACKGROUND
Name : Jomari C. Marson
Home Address : Pitogo, Consolacion, Cebu
Birthday : July 10, 2001
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

University of Cebu – Main Campus
Sanciangko St., Cebu City

Elementary Education
Lahug Elementary School
Gorordo Ave., Lahug, Cebu City

CERTIFICATION AND AWARDS

NC ll Holder CSS (Computer System Servicing)

Top Overall Grade 10
Top 10 Classroom Grade 9
Top 10 Classroom Grade 8
Top 10 Classroom Grade 7
 45

PERSONAL BACKGROUND
Name : Cristal F. Payag
Home Address : Upper Phase 3 Tisa, Cebu City
Birthday : November 16, 2001
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

Abellana National School
Osmena Blvd., Cebu City

Elementary Education
Labangon Elementary School
Katipunan St., Labangon, Cebu City

CERTIFICATION AND AWARDS

With Honors S.Y. 2019-2020 (1st Semester)

 46

PERSONAL BACKGROUND
Name : Hannah Marie N. Rabago
Home Address : 1153, General Maxilom Ext., Brgy.
Carreta, Cebu City
Birthday : June 15, 2002
Religion : Roman Catholic
Civil Status : Single

EDUCATIONAL BACKGROUND

Senior High School

University of Cebu – Main Campus
J. Alcantara St., Cebu City

Junior High School

Abellana National School
Osmena Blvd., Cebu City

Elementary Education
Carreta Elementary School
1153, General Maxilom Ext., Cebu City

CERTIFICATION AND AWARDS

With High Honors S.Y. 2019-2020 (1st Semester)