Chapter 1 5 - 05.29.23 Ver

Universidad De Manila
(Formerly City College of Manila)

Mehan Gardens, cor. A.J. Villegas St., Manila
Senior High School Department
THE IMPACT OF GENDER ON THE FREQUENCY LEVEL OF THE

DETERMINED FACTORS AFFECTING ONLINE PRODUCT REVIEWS OF SHS
ABM SHOPEE USERS AT UNIVERSIDAD DE MANILA
A Research
Presented to the Faculty of the
Senior High School Department, Universidad De Manila
In Partial Fulfilment
of the Requirements in the subject
Inquiries, Investigation, and Immersion
Calma, Kimverly Clarice A.

Castillo, Anne Margaret T.
Gaviola, Hanna Grace A.
Gonzales, Maricris D.
Layug, Pearl Richmond Q.
Rodriguez, Alleiah Bianca F.
Rosales, Kriztin Marie B.
Tindugan, Jasmine May M.
S.Y. 2022-2023
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Background of the Study
Amidst the surge of COVID-19, the government implemented restrictions and health
protocols with the objective of preventing the spread of its infection by limiting people’s ability
to go outside. Malls, one of the public structures that promote socializing, entertainment, and
physical shopping, were ordered to close for months–causing financial distress for
entrepreneurs in the retail industry. However, their dilemma did not last long, as there is an
uprising trend in the e-commerce industry that is not only accessible to customers trapped
inside their homes but also easy to operate with the help of digital technologies: online
shopping.
According to Statista (2022), the Internet has become one of the primary sources of
information as it has become widely accessible and convenient to people around the globe. As
of April 2022, there were more than five billion internet users worldwide, accounting to 63.1%
of the total population, and 79.66 million were internet users from the Philippines. This figure
reveals that the Internet user penetration of this country is 72.7 percent, and only 35.77 million
Filipinos did not use the Internet at the start of 2022. Due to the Internet's prominence in
modern society, many company owners are now integrating their operations with online
platforms in order to expand their audience. As a result, the buying and selling of goods and
services have now moved over the Internet, called electronic commerce or e-commerce. E-
commerce simply refers to the companies and individuals who buy and sell goods or services
on the Internet.
Sellers, as well as consumers, have already noticed the importance of online product
reviews and numeric ratings on electronic commerce websites. Research by BrightLocal (2017)
has shown that 93% of consumers first check the reviews before making a shopping decision,
and this increases the businesses’ profit by 38%. However, the development of the e-commerce
industry's transaction volume caused the number of online reviews to grow quickly but with
inconsistent information quality. The potential for inaccurate information to spread online has
been caused by the development of the e-commerce industry's transaction volume. A study by
Kumar (2018) presented that some product evaluations lack credibility and might be interpreted
as the truth by another consumer. This has been a major concern for entrepreneurs as some
people intentionally spread fake negative feedback and issues related to their products, which
is difficult to detect, especially for consumers
Due to the proliferation of e-commerce, e-commerce marketplaces were born,

including some of the most commonly known shopping platforms like Shopee. In the stated
online shop, there is a star rating system wherein customers can leave their product ratings after
receiving and using the product. The star ranges from 1-5, with five (5) being the highest and
one (1) as the lowest. If the business's products have garnered an average rating of four (4) to
five (5) stars, it shows that they have a high rating and more people are satisfied with their
products. On the other hand, if they have garnered an average of one (1) to two (2) stars, it
indicates that the product is of poor quality because it did not meet the standards of the people
who purchased it.
As specified by DTI (2022), currently, the Philippines' E-commerce market has 73

million online active users and around one million online businesses. As a result, one of the
most widely recognized internet marketing strategies nowadays is using consumer feedback,
opinions, and experiences to promote their products. Online product reviews are the most
popular method of consumer evaluation of goods they've purchased, including their
assessments of the goods' performance, quality, affordability, and customer service. Usually,
product reviews consist of ratings, review text, product photos, writer's names, titles, and dates
of writing. According to Manish Barthwal (2022), product reviews are the opinions or feedback
of customers for a particular product, while product ratings, on the other hand, are the
evaluation of the quality of products on a given scale.
Shopee was launched in 2015 and is now the leading e-commerce platform in Southeast
Asia. According to iPrice Group, Shopee is the top downloaded e-commerce app on both
Android and iOs devices. A lot of e-commerce apps have online reviews as a way to provide
credibility and proof to shoppers. Product reviews can help them establish trust with brands by
demonstrating what makes their items different from those of other brands with similar
attributes. Moreover, product reviews encourage interactions between customers and shops.
Purchasing products from these various online establishments cannot easily guarantee
a person's satisfaction. Consumers have the freedom to share their satisfaction with products.
The majority of consumers on these online shopping platforms are housewives, employees,
and self-employed, as well as students who lack the time or prefer not to waste time going to
shopping malls and have the capital to spend on the necessities they need. Online shopping
made it easier for them—especially students preoccupied with school-related activities to
purchase things such as school supplies they need for upcoming online, face-to-face classes, or
blended learning without the need to go outside. The quality, who to buy from, the time of the
transaction, and many more are just some of the many things that need to be checked by people
buying online to avoid getting scammed. The researchers want to understand the main
motivating factors for consumers to provide product ratings and reviews.
As more people these days use social network platforms to purchase necessities, the
number of Filipinos spending online according to iPrice, (2022) has climbed up to 57%.
Consumers feel some gratification from their purchases, especially if the goods they receive
meet or exceed their expectations.
In evaluating a product, different factors are present, and each factor has a different
level of frequency on the influence it gives to the reviews of the consumer. It can also depend
on the e-commerce platform's review options on how the buyers can express their complaints.
The content of online reviews of customers can be influenced by different determinants,
including the following selected factors: Product Quality, Packaging, Listing Quality,
Customer Service, and Delivery Service. The surveys that will be distributed to the respondents
will measure the frequency of the said factors through a 5-point Likert scale. The qualified
respondents will be the SHS ABM Shopee Users from Universidad De Manila who utilize
Shopee on their purchases and write online product reviews.
In our current time, reviews are deemed to be important because they help represent a
product's reputation. Product reviews reflect the customers’ satisfaction with the product;
however, the factors affecting the level of happiness on online shopping vary with each
customer, making each review unique.
For this reason, each review and content of individuals may vary depending on the
influence of each factor they face, which is an issue that needs to be addressed. Even though
some buyers have different sources and opinions on giving their online reviews, several
consumers do not have a strong motivation in disclosing their identities and sharing their
opinions on a specific product in the virtual community.
These chosen factors may vary depending on the individuals who are making online
product reviews; Finding that males are more dependent on their personal satisfaction than
women are dependent on listing features when making reviews. Individuals offer various
perspectives on the things they bought. Claiming that men are therefore more competent than
women. This demonstrates that selected factors may have an impact on how frequently online
product reviews are made, depending on gender.
Given how online product reviews have already been proven to greatly affect
consumers and entrepreneurs, understanding the basis of customers and the amount of impact
certain factors have on them when writing product reviews is of great importance. This will
help e-commerce practitioners understand potentially problematic areas of their business and
improve those to meet the wants and expectations of the customers.
As a result, this study focuses on the effect of gender on the selected factors that
influence the online product reviews of SHS ABM Shopee users at Universidad de Manila.
This study also aims to determine the frequency level and identify the most influential factors
male and female students consider when creating overall product reviews online.
Statement of the Problem
This study intends to assess the impact of gender on the frequency level of the
determined factors affecting online product reviews of SHS ABM Shopee users at Universidad
De Manila when it comes to acquiring and giving online product reviews.
This study is to be conducted during the school year 2022–2023 at Universidad De

Manila. Specifically, it will seek the answers to the following questions:
1. What is the profile of the respondents in terms of their gender?
2. What is the frequency level of the determined affecting online product reviews in
terms of:
2.1 Product Quality
2.2 Packaging
2.3 Listing Quality
2.4 Customer Service
2.5 Delivery Service
3. Is there a significant difference between the frequency levels of the determined factors
in writing online product reviews of male and female?
Significance of the Study
This research deals with the variety of selected factors and their frequency levels in
consumers’ product reviews. Purchasing a product online has risks. As a result, consumers
would most likely read the reviews of other customers who have previously purchased the
product. However, there are several factors that affect the assessment given by consumers.
Therefore, executing this research would be beneficial for the following:
Student Entrepreneurs. This paper will help aspiring entrepreneurs planning or currently
establishing their businesses. The provided sufficient information obtained from the analyzed
data shall help them understand how certain factors impact product reviews.
Students. This paper can serve as a guide for learners on how to conduct research. Likewise,
for students pursuing business-related fields, this would further expand their understanding of
the e-commerce industry.
Online Sellers. The research will assist the sellers in determining what shall be changed in the
factors affecting their customers’ product reviews to improve their overall product ratings.
Future Researchers. This study may serve as a reference for future researchers planning to
tackle the frequency of factors influencing product reviews.
Hypothesis
Ha: There is a significant difference between the frequency levels of the determined factors in
writing online product reviews of male and female.
H0: There is a significant difference between the frequency levels of the determined factors in
Scope and Delimitations
The general objective of this research is to assess the impact of gender on the frequency
level of the determined factors in terms of how often each factor influences the online product
reviews of customers. This study is limited to Senior High School consumers at Universidad
de Manila who are currently taking up the strand Accountancy, Business, and Management
(ABM) this academic Year 2022-2023; thus, the ability to generalize the entire population of
Universidad de Manila students and beyond its borders was severely limited. As for gender,
the researchers decided to only categorize it into two (2) classifications, specifically male and
female, in order to be consistent with the gathered review of literatures used in this paper.
Moreover, the study will only encompass the product reviews made on the Shopee platform,
considering several users utilize and prefer Shopee compared to similar online shopping
platforms.
The aspects studied were the frequency level of selected factors affecting online
product reviews of both grade 11 and 12 ABM Shopee users, and how they conveyed their
online reviews on e-commerce based on the factors that influenced them.
The study used researcher-made questionnaires in gathering data to draw a conclusion

that can generalize the effect of these factors on online reviews based on gender of the
respondents.
Definition of Terms
• Customer Service – The seller's acts of assisting and advising its customers who use or
purchase their products or services, which can be both positive and negative depending on
the seller’s behavior.
• Delivery Service – The fulfillment of delivery requests by a licensed carrier engaged in the
commercial transportation of goods such as parcels and products from one location to a
customer.
• Eco-Friendly – Safe and beneficial to the environment and all living beings, and not
harmful in any way.
• Electronic Word of Mouth – Is the passing of information and knowledge about products
or services from one person to another using technology as a tool of communication. This
can be in the form of social media recommendations, online reviews, or influencer-
generated content.
• Lexical Features – Lexical features of product reviews refer to the linguistic characteristics
of the text in the reviews. These features include word frequencies, length, punctuation,
language style, and paralinguistic aspects.
• Listing Quality – This refers to the information that has been added to the product
description and the quality that sellers are providing to customers.
• Marketability – The quality of being able to easily sell a product or service because it
appeals to a lot of people who have a need or want for it.
• Packaging – The process of providing a protective covering in such a way that it protects
the product during material handling like transportation.
• Practitioner – An expert who engages in the practice of profession and applies their
knowledge as part of that career.
• Product quality – Is the completion of all the product's features and qualities that
contribute to its ability to satisfy the wants and demands of the consumer. It is the product's
ability to deliver what the customer needs and desires.
• User-Generated Content (UGC) – Any form of content such as images, videos,

testimonials, etc. that has been created, posted, and/or submitted by users of a brand on
online platforms, and not an employee or anyone related to the brand.
CHAPTER II
REVIEW OF RELATED LITERATURES
This chapter will present the conceptual and theoretical framework, as well as the local
and foreign review of related literature and studies that is thoroughly examined and searched
by the researchers. The researchers will also summarize the entire body of research and
literature in this section. The researchers will use this section as a guide over the course of their
study. It also covers relevant literature or studies about the impact of gender on the frequency
level of the selected factors affecting Shopee users’ online product reviews.
Conceptual Framework
Theoretical Framework
Owing to the inability to directly contact products in the context of online shopping,
consumers attach great importance to the dissemination of information with their co-shoppers.
There are varying reasons why consumers feel the need to write an online product review.
Some want to share their experience, while others may want to raise awareness regarding the
product’s attributes and the seller’s service.
Taking into account the theory of social exchange by George Homans, electronic word-
of-mouth can be regarded as a social exchange behavior from the perspective of online
shopping. The theory of social exchange regards the active behavior between people as a
rational behavior to calculate the benefit and loss of individuals. Homans believes that the
motivation of individual behavior is to maximize the benefit and minimize the cost in order to
obtain valuable feedback for them.
For online review behavior, the pleasure gained from helping other consumers and
influencing enterprises can have a positive impact on their intention to generate online reviews.
On the other hand, the negative results that will weaken people’s enthusiasm for exchange
behavior are referred to as "cost factors" in the theory of social exchange. In the generation of
product reviews, cost factors include cognitive cost and implementation cost— in other words,
the emotional impact of recalling the shopping experience and the time and effort spent on an
online review.
Therefore, this theory proves the relationship between the dependent and independent
variables of the research. It explains the influence of the selected factors on the behavior of the
customers toward writing a product review based on the cost-benefit analysis. Wherein the
content of the product reviews varies based on the satisfaction and benefits gained by the
customer upon receiving their product.
Review of Related Literatures and Studies
Related Local Literatures
I. SELECTED FACTORS THAT CONTRIBUTE TO ONLINE REVIEWS

There are several factors that influence the evaluation given by consumers today when
it comes to purchasing goods. These include Product Quality, Packaging, Listing Quality,
Delivery Service, and Customer Service. Technology these days has a big impact on our daily
lives. Online product reviews can have indicators and contents of the factors experienced by
the buyers; aside from that, they can also influence the potential customers’ buying behaviors.
Quality of the Product Influencing Product Reviews

According to Kant (2017) the satisfaction of customers is the foundation of business
success, and effective online product reviews from customers play a critical role in achieving
company competitiveness. The article relates how customers' satisfaction with product quality
determines its effectiveness in writing online product reviews.
Product quality is a consumer evaluation of product performance. It is a set of available

product characteristics and features chosen for their ability to meet and exceed demand. In this
study, the product quality indicators used as product indicators are a combination of: 1)
performance, 2) reliability, 3) durability, and 4) attractiveness. According to a research of Kim
(2022), high-quality products elicited more positive evaluations from reviewers than low-
quality products. The study proved that reviews on high-quality products, which include
relevant, comprehensive, and accurate product-related information, have a greater influence on
product evaluation.
Packaging and Their Impact to Product Review

Packaging plays a big role in product reviews. Since some delivery couriers usually
handle the parcels aggressively, the order may have some damage when it is received by the
customer. Thus, having secured packaging is a must for buyers online. However, this leads to
another serious problem. According to the article by Chua (2020), estimates show that plastic
packaging waste is projected to increase by as much as 300% because of lockdown measures
and the increase in our consumption of single-use plastics. It is no secret that the government
has been struggling to solve the pollution problem in the Philippines, and this massive
percentage of packaging waste is alarming. Thus, having too much plastic involved for a
product that is not that fragile will result in a bad evaluation from the customer, as some of
them prefer online shops that use eco-friendly packaging with little to no usage of plastic at all.
Customer Service Challenges Faced by Customers

Customer service plays an important role in the satisfaction of the customers which can
often be seen at the product reviews. According to Ali et al. (2021), customer satisfaction is
referred to as the measurement of how pleased the customers are in terms of products, services,
and capabilities of the company. There are different significant scopes of service quality that
determine the satisfaction of the customer including tangibility, reliability, responsiveness,
assurance and empathy. If the customer service of a company reaches the expectation of the
buyer in terms of the said customer service, they will gain positive feedback and the customer’s
loyalty.
A lot of customers have reported having more unpleasant customer service experiences
since the pandemic began. There are businesses nowadays that offer top-notch customer
service, persuading more buyers to spend money and buy from them. However, there are still
businesses that don't reach the standards they have set in the marketplace. Indeed, all customers
desire high-quality products, but it certainly proves that aspects like the transaction, the seller-
to-buyer response, and the product's delivery have the potential to influence a customer's
loyalty to a particular business.
Word-of-mouth marketing today refers to suggestions made with the use of social
media, chats with individuals about products or services, and posting reviews on internet
review sites. In current times, even consumers may become marketers by providing others with
information about their experiences and the quality of customer service they received from the
company. A few fail to understand that customer-to-customer conversations are an essential
business strategy that may either help a company develop or lead to its downfall. Customers
that receive excellent customer service are more likely to purchase items from the same
company in the future, but some customers stay silent and never purchase again from the same
business rather than giving their thoughts through online reviews on websites
Delivery Service
To physically acquire the product a consumer buys online, delivery services are
available to assist people in transporting the product from one place to another. According to
the article in Mercurio (2020), delivery services and companies such as Grab, Lalamove, and
J&T Express are experiencing a boom during the pandemic, causing their services and
operations on delivery to expand to meet the demand of businesses and customers. Everyone
recognized the value of delivery services in moving various goods from one location to another.
People become aware that their numerous delivery needs are being satisfied as a result of
improved service and convenience.
Delivery services escalated and enhanced their operations to give customers a better
service and experience using their platforms to keep up with the changes that current
technology has brought about. Delivery platforms require collaborations with businesses to
establish new branches and opportunities to deliver their services at a higher quality level to
customers. Not only in Metro Manila but in many cities and provinces. The article demonstrates
how delivery services developed a route for companies of all sizes to reach their clients when
it comes to receiving the products; they provide for the overall delivery necessities of both
parties and help to establish a meeting point.
II. ONLINE PRODUCT REVIEWS
Effects of Online Review Valence on Consumer Attitudes and Behavioral Intentions

Product review valence have a considerable impact on customers' perceptions of
product quality, attitudes, and inclinations to recommend and acquire a product. In a study
conducted by Zarco (2017), consumers who read positive reviews prior to a film showing had
more favorable dispositions toward the film, but unfavorable reviews had the opposite effect.
Furthermore, the findings suggested that negative valence reviews had a bigger influence than
their positive counterparts. The data gathered coincides with the previous literature indicating
how buyers treat online products with high regard, which directly influences their attitude and
behavioral intentions toward the products that they encounter.
According to an article written by Crismundo (2022), the majority of Filipinos who

shop online say that they are heavily reliant on online reviews to assist in purchase decision
making. This demonstrates the significant influence that customer product reviews had on those
customers. Filipino e-shoppers also added that they consider it important to know the delivery
company as it gives them reassurance on the quality of service. Receiving products of good
quality and making consumers feel satisfied, also motivates them to share their reviews of the
purchased products, as they value their importance and potential to help new consumers. By
reading and leaving reviews, they not only ensure the quality of the product they are receiving
but also the authenticity of the product the seller is marketing online. Also, it gives customers
the chance to voice out their ideas, feelings, and experiences about various products and
services.
Lexical Features of Product Reviews and How Reviews Differ Based on The Emotions
that Both Genders Experience
Consumers are now more adapted to shopping online as e-commerce platforms
advance. Consumers often publish their own reviews of the product on the same e business
website after making a purchase. Because of this, product reviews have emerged as a crucial
component of internet enterprises that are advantageous to both consumers and company
owners. This study examined the linguistic characteristics and driving forces behind online
product reviews on one particular Shopee in the Philippines.
In particular, it examined the lexical characteristics of product reviews, the driving

forces behind consumer product evaluations, and the differences in lexical preferences between
male and female review writers. The findings revealed the following: (1) Formality of words
in online product reviews primarily involves non-standard spelling, followed by abbreviated
word forms, colloquial contractions, and the use of coined/novel words; (2) Paralinguistic
features in online product reviews are dominated by the use of emoticons, capital letters, and
punctuation, followed by the use of pictures or photos, and lastly, by paralinguistic expressions;
and (3) The factors that motivate consumers to write product reviews vary. Online product
reviewers are predominantly driven by venting negative feelings motivation, followed by

helping the company, helping other consumers, positive self-enhancement, advice seeking, and
lastly, by social benefits; and (4) Gender affects the word frequencies of product online
reviews, while negation words, personal pronouns, the formality of words, and paralinguistic
features utilized by both male and female online product reviewers are not different.
Online product reviews tend to use different words to express emotions. The one that
stands out the most and is used in almost all reviews calls for the use of emoticons, capital
letters, punctuation, and printed graphics. The second is similar to the first, but is more
narrowly focused and uses fewer words. The literature will be useful in this study. There are
elements presented that influence online product reviews. Gender who shows the differences
in the way consumers express their emotion. Artificial intelligence to detect and filter the online
product reviews to present mostly favorable ones that will increase the business’s sales.
Effects of Gender on the Word Frequencies of Online User Evaluations of Products

Websites that allow users to review products online have become a new way for the
web to produce content. The online product reviews grant customers the chance to voice their
ideas about various goods and services without having to go to the store in person or wait for
a periodic mailing. They are regarded as an efficient route for the diffusion of information in
this regard. Terms used to indicate the opposing meaning of a statement are known as negation
words. In this study, it investigated the effects of gender on the word frequencies of online user
evaluations of products written by both men and women. Both genders review and the authors
use the same paralinguistic elements, they do use distinct negation words, personal pronouns,
formality of terms, and word choice. According to the findings of Tonio (2019) it is crucial to
look into how gender influences word frequencies in online products.
Related Foreign Literatures
I. SELECTED FACTORS THAT CONTRIBUTE TO ONLINE REVIEWS
Product Quality Affects the Emotion of Consumers

Some product quality of businesses doesn't match the customers' satisfaction and needs.
You may review and visualize the product more than you have to because of the expectations
that businesses have established with their product listings causing you to expect the quality
you will receive based on the price you spend.
According to Carmela (2022), one aspect of quality known as aesthetics includes the
color, shape, texture, characteristics, and overall appearance of the product. Our emotions, as
well as our thoughts and decisions, are impacted by the aesthetics or product quality.
Consumers' decisions in their online product reviews are greatly influenced by emotion, which
has tremendous power. The study shows a strong correlation between profitability and quality.
If the quality of the goods is originally lacking, there may be potential for the sellers to improve.
One of the elements influencing people's online reviews of products is product quality. The
literature emphasizes the significance of product quality as a foundation for consumers to not
only use it in their purchase decisions but also to apply it in their online reviews. This is very
helpful as it is one of the factors that will be used in the study.
Eco-Friendly Packaging’s Influence on Product Review

Due to the popularity of Shopee, the possibility of the product arriving undamaged due
to the shipment procedure at the customer's house is close to zero. One reason why safe
packaging is one of the things customers keep in mind when shopping online.
According to Wandosell (2021), green packaging—also known as "eco-friendly

packaging"—uses ecological materials for packaging purposes, always bearing in mind that
products must be effective and safe for human health and the environment. As the problem of
plastic pollution in the world has yet to be solved, businesses that use eco-friendly packaging
use this as a tactic to promote their products to customers.
Having environmentally friendly packaging is proven to have a certain influence on a

consumer's review. Packaging also became a way to set a business apart from its competitors,
and businesses could even use it as an effective marketing tool. In the product reviews,
customers not only focus on the quality of the product they purchased but also on the packaging
that comes with it. A safe package is usually praised by consumers in their evaluation, but eco-
friendly packaging of the product boosts customer satisfaction. With this, one can foresee how
packaging benefits the seller and how influential safe or appealing packaging can be to
customers. This literature demonstrates how packaging is being observed in displaying an
online product review created by consumers.
The Listing Quality of a Product

Providing advanced attributes reassures the customer that the product meets their needs.
This also helps customers make more informed decisions and bridge the gap between seeing
products but not being able to physically touch them. According to Capriolo (2022), a product
listing is, in essence, the first thing that buyers see about the brand and the last thing customers
may remember, even after receiving their products in the mail. The ideal business setup begins
with a high-quality listing, which yields better rankings on marketplaces and attracts more eyes
on the seller's product. With greater visibility, the brand has a higher chance of converting
sales. And if the listing is truly up to par in its descriptions and product presentation, then the
buyers benefit from a smoother customer experience. This means that, upon receiving their
product, consumers feel that they received exactly what they expected. It avoids receiving
complaints and returns as a result of unmet expectations and, on the flip side, earns more
positive reviews from satisfied customers.
Many entrepreneurs consider how their company may grow and remain relevant to their
consumers, and getting positive customer reviews can enable them to gain additional
customers. Yet, listing quality has become a really efficient means for customers to post
feedback, which is how they may get those good reviews.
Customers will first inspect the product description provided by the seller, and if the
goods meet their expectations, they are more likely to write an honest and positive review of
them. According to SPCTEK (2022), sellers need to do product listing optimization to rank
their products. These suggestions can help items rank at the top of searches and increase sales.
These provide social proof to potential buyers and build trust in product excellence and
customer service. So, a well-made list that ranks and converts will skyrocket the seller’s
revenue.
According to the study by Zhao (2021) pricing, packaging, and product information has
an impact on the satisfaction and buying behavior of consumers. By contrast, having accurate
and reliable listing quality or product information adds value to the satisfaction and buying
behavior of a customer. Since finding a specific product is hard but with the help of the listing
quality or tags, it made it easier for the buyers to search for the product they want to purchase.
According to Belém (2020), the quality of these textual descriptors is essential for the
effectiveness of e-commerce information services such as search and product recommendation,
and thus, for the ability of the consumers to find desired products. Listing Quality made it
possible for the consumers to easily identify what a product can offer to the customer. With
this, the purchase behavior of a consumer is greatly affected. However, caution is still needed
as some take advantage of this by putting false, vague, or too good to be true descriptions to
attract customers.
On the other hand, listing quality is what sets customers' expectations for a particular
product; they usually base their expectations on the seller's description of the product's quality.
Getting high-quality goods puts consumers in a happy mood, which motivates them to submit
favorable reviews explaining their experience. Likewise, receiving low-quality goods will
compel them to leave negative reviews.
Delivery Service Experiences of Consumers

Furthermore, a recent survey (Carter, 2022) found that about 89% of buyers agree that
online product reviews are a crucial part of the purchase process. Despite the growing
importance of online reviews in e-commerce retail, little is known about the relative effects of
delivery performance (early and late delivery vs. same-day delivery) on online review ratings.
On the other hand, numerous customers rate the product and the sellers on the same day of
delivery or a few moments later.
In their study, Siswati and Widiana (2021) revealed delivery quality as one of the
determinants that affect consumer perceptions when rating online stores. According to their
research, delivery quality refers to the accuracy, speed of product delivery, and free shipping,
which are crucial requirements for obtaining good customer reviews that enhance a store's
reputation. As a matter of fact, the empirical analysis of Lee and Joshi (2017) demonstrated
that among the different factors in online service encounters for customer satisfaction, delivery
performance was ranked first as the most important. Following it were time saved, website
functional properties, internet familiarity, and price saved. Coincidingly, the study of Ravula
(2022) recognized delivery performance as a significant determinant of customers’ satisfaction
reflected in their online reviews. The research revealed a comparison of how customers
evaluate e-commerce between early deliveries and late deliveries. The findings of the study
showed that customers tend to give a lower rating to orders that are delivered late compared to
those delivered on time.
Moreover, Siswati and Widiana (2021) also claimed a positive association between
temporal distance and review ratings. Based on the findings of the study, customers gave much
lower ratings after posting reviews the same day they received late deliveries. The research
suggests that sellers must ask for online reviews later rather than on the same day of delivery
in order to avoid poor ratings.
These existing texts prove delivery service is a factor that customers consider when
writing online product reviews, which is one of the selected factors that the researchers want
to test in this study.
3PL Improved Efficiency Throughout the Supply Chain

Compared to certain sellers, customer shares regarding the effectiveness of third-party
logistics are common in the sector. According to Ngah (2021), the logistics service known as
Third Party Logistics as a Service (3PL) aids businesses in managing their supply chain. This
service allows sellers to follow the progress of their shipments, keep an eye on delivery
schedules, and manage their inventory. Third-party logistics companies must convey things
from producers to retailers using their vehicles, such as trucks or airplanes. Using this service
allows the buyer to save money by eliminating the need to pay for high-priced storage and
delivery costs and having complicated agreements with the seller.
Wherein they would rather just trust and interact with delivery companies and services
(Third Party Logistics) regarding their products than with the seller themselves. It implies that
some selected factors have a higher impact than others. But some factors overlap to create a
better service for the customers.
II. ONLINE PRODUCT REVIEWS
Online Reviews: What Drives Consumers to Use Them

Reviews are offered as an alternative by e-commerce firms to physically or visually
interact with the product. (Chanchit et al., 2022). This indicates the helpfulness of online
reviews in consumer purchase behavior. Positive and negative reviews mainly decide if they
will purchase the product or not. Reading positive reviews will surely persuade them to avail
or purchase the product while reading reviews will make them see bad or inappropriate things
in the product or even in the whole business directly. Overall, this shows the influence that
online reviews can have on the purchasing decisions of every consumer.
Gender Affecting the Online Product Reviews

Product reviews may be evaluated differently depending on the buyer's engagement,
level of knowledge, and gender. One of the factors influencing the decision-making and online
product reviews of consumers is gender. According to O'Reilly (2018) In purchasing a product
online, decision-making is being encountered by consumers alongside their motives to give
electric word of mouth. Creating online product reviews is primarily based on the consumer's
experience and personal use of the product.
According to Sikbar (2022) that consumers in online communities who draw

conclusions and stereotypes about the reviews provided based on demographic features like
age and gender may have an impact on the ranking and visibility of online product reviews.
People depend on and consider online product reviews based on the one expressing them
causing people to disclose their gender signals and even not reveal their names on online
product reviews. Males are often perceived as being more competent than women purely based
on gender cues and not on content. It examined whether there are gender differences in
responding to online consumer reviews
In another study conducted by Kumar (2019), the consumer behavior significantly

influenced the demographic factors, and it was found that while women were designated to be
dependent, men were more likely to make decisions on their own. Men, for instance, will decide
whether to buy a product like shoes based on their level of satisfaction with other products and
their experiences with them on the same brand. Females, on the other hand, will depend on the
qualities that the seller offers or the listed features that the product has, as well as any incentives
they may be accepted for. This demonstrates how the consumer behavior of men and women
differs.
In the experimental study of Chen (2022), they focused on how customers behaved
when reading product reviews using eye-tracking technology because it can reveal how
individuals think while making decisions. To ascertain whether there is a connection between
gender and review style, the study used a total of 40 individuals, 20 men and 20 women.
According to the study, women are more likely than men to pay attention to bad evaluations,
while men are more likely to pay attention to favorable reviews.
These studies are highly useful because they demonstrate how perceptions about gender
influence how people express their online product reviews on various online platforms.
Why Do Consumers Provide Product Ratings & Reviews?

Sharing Positive and Negative Experiences
Not being able to see or touch a product before buying can look at reviews of past
consumers as a helpful stand-in. Before making a review on a product consumers purchase,
buyers will check and observe the factors that push consumers to leave a review. Based on the
survey conducted by Sarah Cougill (2022), 91% of consumers indicate that a positive
experience is the number one factor that motivates them to submit a review while receiving
free product samples accumulated an 86% response from consumers as a motivation. If the
number 1 most important factor for the consumer to submit a review is the positive experience,
the negative experience became the rank 3 in factors that consumers consider in leaving a
review. Being unhappy and unsatisfied with their purchases leads them to write a review and
that shows in a 76% result of the survey conducted. A perfect average star rating can also be a
red flag for shoppers because they know a product can’t be all things to all people.
Nearly half of the shoppers indicate they’re suspicious of products with an average star
rating of five out of five. By displaying negative reviews alongside positive ones, owners show
shoppers that they have nothing to hide — and that's a brand they can trust. Finally, negative
reviews can be a great way to identify ways to improve a business owner's products and
experiences. Most shoppers nowadays depend on reviews to persuade them into purchasing
products they tend to buy. This shows that making and leaving reviews on the said products
has a big impact on all the consumers.
Overpowering Fake Reviews

With the current technological advancements, many take this as an advantage to write
fake reviews online, with promoters and even individual consumers like retailers, review sites,
and AI agents doing so to promote one's business. As the volume of online product reviews
grows, so does the prevalence of fake product reviews. As claimed by Wu et al. (2020),
fraudulent promoters control the spread of such reviews by changing how online product
reviews are sorted and endorsing false reviews with “likes” or “helpfulness.” Combining the
two actions, boosting these fake reviews to the top reviews causes them to gain more attention
than real product reviews written by past buyers.
To measure the prevalence of these fake reviews, Wu et al. (2020) in the same study
searched for journal articles regarding fake reviews in order to analyze its frequency from the
publication years 2010 to 2019. Throughout the said years, articles on fake reviews gradually
increased; with 3 to 4 articles published around 2010 - 2013, 11 to 17 around 2014 - 2016, and
ranging from 31 to 40 around 2017 - 2019. With this inevitable problem in e-commerce,
consumers are more likely motivated to provide reviews to overcome these said fake ratings.
Another research, conducted by J, Wang et al. (2020), discovered that the timeliness of
comments influences the feedback effect. As a result, the timeliness of such data is also taken
into account in the study of influencing factors, which is conducted from four perspectives:
reviewers, review readers, the review itself, and the number of days of publication. The
information in review content is examined by Sentiment analysis, which can be considered a
review-influencing textual features.
The survey done by PowerReviews (2021), on the other hand, investigated consumer
behavior in terms of why and what motivates individuals to write product reviews. In the
survey, online product reviews are defined to be examples of user-generated content (UGC).
UGC is any type of content (such as ratings, reviews, videos, images, etc.) that has been created
by the consumers themselves as opposed to an employee or anyone related to the brand. This
comprises product reviews that are made by the buyers, including the star ratings, the text
review itself, and the images or videos attached to the product review. Moreover, the study
looked at whether there is a relationship between age or generations and review submission
preferences and behaviors, as well as the different factors that influence shoppers to provide
review content.
Nine (9) Primary Motivators of Consumers to Leave a Review

In the same survey by PowerReviews (2021), it was shown that there are nine (9)
primary motivators for consumers to leave a review: a positive experience (91%), receiving
free product samples (86%), a negative experience (76%), incentives (73%), helping and
guiding others (67%), desire to help brand improve product (65%), being part of a reviewer
community (51%), reading ratings and reviews from others (42%), and validation from other
shoppers (25%). It can be concluded in this finding that more than nine in ten say that having
a positive experience from the product is the primary reason they choose to provide UGC. By
the same token, a negative experience also causes shoppers to leave a product review.
Related Studies (Foreign)
What Motivates Consumers to Write Online Reviews?

Putting online reviews in a one cultural context, the motivators found to trigger users
to write online reviews shockingly coincides with what was previously stated. In line with the
previous study, the research conducted by Kaur K. and Tejinderpal S. (2021) which
investigated Indian consumers using an in-depth interview method, revealed that there are
seven (7) antecedents of sharing electronic word of mouth (eWOM).
The first antecedent was ‘Altruistic’ which means selfless concern for the well-being
of others. It shows that online consumers are more concerned about sharing their experiences,
opinions, information about their good or bad experiences, especially the problems associated
with the product to help other users in making their online purchase decisions. Second is
‘Reciprocity’, which motivates cooperation by feeling obliged to respond towards people with
whom they receive benefits (sellers).
In line with the second antecedent, the third is ‘Egocentric’ wherein consumers write
for their self-benefit, which means they’ll only be motivated to write a review when they’re
gonna receive an incentive for doing so. Fourth is ‘Knowledge Self-Efficacy’ which reveals
that reviewers are highly concerned with raising awareness of the positive and negative
attributes of the products to their co-buyers. Fifth is ‘Collectivism’ which merely articulates
that buyers mostly write a review because of a sense of belongingness in the community.
The sixth motivator is the negative side of the first antecedent ‘altruistic’ wherein
purchasers make a review to warn other consumers and expose the brand or company. Lastly,
the negative aspect of ‘reciprocity’ which means buyers are driven to expose and defame bad
companies. Taking all of these into account and combining them with other research, one can
gain an understanding on what drives consumers to write and leave a review. Looking deep
into this will benefit sellers and reflect on their services to find their gaps and a way to resolve
them.
The Dark Side of Reviews: The Swaying Effects of Online Product Reviews on Attribute
Preference Construction
Although consumer-generated online reviews can help buyers assess the product more
accurately, it can also cause decision-making difficulties for them. The study of Liu and
Karahanna (2017) suggested that online reviews could have “swaying” effects on purchasers
when they’re identifying and considering product attributes relevant to their decisions. This is
a result of the volume of the product reviews available, paired with the conflicting opinions of
the customers who have purchased the product.
Using two randomized experiments and a free simulation study, the research showed
that there were three characteristics of online product reviews that affect shoppers’ assessment
of attribute preference: (1) the amount of information about the product attributes’
performance, (2) the degree of information conflict over product attributes, and (3) the
correlation between numerical ratings and attribute-level performance information provided.
The findings from the three studies that they conducted demonstrate that the effects of the three
review characteristics are strong enough such that attribute preferences are influenced more by
these online review characteristics than by the relevance of the said attributes to the consumers’
decision context. This goes on to show that online product reviews can influence consumer
judgment, however it can be two-sided. Product reviews can help consumers clear their mind
regarding the product they plan to buy, but it can also cause difficulties for them during the
process.
This is relevant to the study because it interprets the diverse motivators that influence
consumers' online product reviews. In addition, it is established that online product reviews
have both positive and negative effects on a customer's choice to purchase a product.
SYNTHESIS
The existing research intended to examine the total impact of gender on the frequency
level of the determined factors influencing business reviews on the internet by simply learning
the frequency of each selected factor.
It is indeed that online product reviews have a marketability power over small and big
businesses. According to the article written by Crismundo (2022), the majority of Filipinos
who shop online say that they are heavily reliant on online reviews to assist in purchase
decision-making. On the other hand, a Survey conducted by Alice Berg (2022) gives support
because the result says that 91% of people trust online reviews. They read online reviews before
creating a buying decision. But there are positive and negative motivators that push and effects
the consumers to create their online reviews. Based on the survey conducted by Sarah Cougill
(2022), 91% of consumers indicate that a positive experience is the number one factor that
motivates them to submit a review while receiving free product samples accumulated an 86%
response from consumers as a motivation, on the other hand, being unhappy and unsatisfied
with their purchases lead them to write a review and that shows in a 76% result of the survey
conducted by Sarah Cougill (2022). The motivators could create a way for consumers to satisfy
themselves by helping others or merely on the incentives and free product samples.
In the study, we intend to identify the frequency of the selected factors which are the
following: Product Quality, Packaging, Listing Quality, Customer Service, and Delivery
Service in the creation of online product reviews. As explained by Kim (2022) high-quality
products have a greater influence on product evaluation in businesses. Having eco-friendly
packaging is proven to have a certain influence on a consumer's review. It is not only practical
for the environment but also for human health (Wandosell, 2021). A description or listing of a
product is the first thing the customer will see before the actual product. Listing quality is what
sets customers' expectations for a particular product; they usually base their expectations on
the seller's description of the product's quality (Capriolo, 2022). Having customer-to-seller
interaction is inevitable since customers are likely to ask for more details and information about
the product if they aren't satisfied with the listing quality given. According to Kong (2021),
Customers that receive great customer service will likely purchase from the same seller but
experiencing bad customer service influence the consumer to stay silent and never purchase
again from the same business rather than giving their high emotional thoughts through online
reviews on websites. The delivery quality present in delivery service overall refers to the
accuracy, speed of product delivery, and free shipping, which are essential for obtaining good
customer reviews that enhance a store's reputation which can affect the sales of a business
(Siswati, 2021). Furthermore, the study by Ravula (2022) explained and recognized delivery
performance as a significant determinant of customers’ satisfaction reflected in their online

reviews. In delivery service, Third-party logistics companies are on display since their service
allows the buyer to save money by eliminating the need to pay for high-priced storage, and
delivery costs and having complicated agreements with the seller. (Ngah, A. H., 2021)
The frequency of these selected factors can be modified based on the demographic
variables of the consumer depending on their gender. According to O'Reilly (2018), one factor
influencing decision-making and online product reviews is gender. Creating an online product
review is primarily based on the consumer's experience and personal use of the product. Gender
shows the differences in the way a consumer expresses their emotions in online product
reviews. A study by Tonio (2019) investigated the effects of gender on the word frequencies
of online user evaluations of products written by both men and women. According to the
findings, it is crucial to look into how gender influences word frequencies in online products.
As Explained by Sikbar (2022) some consumers draw conclusions and stereotypes about the
reviews created based on the demographic feature of the buyer. In another study conducted by
Kumar (2019), the consumer behavior significantly influenced the demographic factors, and it
was found that while women were designated to be dependent, men were more likely to make
decisions on their own. Females, on the other hand, will depend on the qualities that the seller
offers or the listed features that the product has, as well as any incentives they may be accepted
for. This demonstrates how the consumer behavior of men and women differs.
The foreign and local literatures used in the study mentioned different selected factors
and their corresponding influence on online reviews. It will help this research to determine the
relationship between the frequency level of the determined factors affecting online product
reviews of SHS ABM Shopee users at Universidad De Manila. Overall, it will aim to give data
and results that will show how influential the factors on their reviews are.
CHAPTER III
METHODOLOGY
This chapter briefly presents the different methods and procedures employed by the
researchers during the investigation. It covers the research design, research locale, respondents
of the study, and data gathering procedure. It also discusses the instrument used by the
researchers in the collection and gathering of data, as well as the statistical techniques used in
the analysis and processing of data.
Research Design
The researchers will employ a descriptive-correlational method for this study. The main
objective is to determine the impact of gender on the frequency level of the selected factors
that are affecting online product reviews. This research design is suitable since the researchers
seek to learn if the following determined factors can have different frequency levels depending
on the gender (Male and Female) without manipulating or controlling the variables in this
research.
Research Locale
The study was conducted at Universidad de Manila, often known by the abbreviation
UDM, which is a publicly supported university that receives funding from the Manila City
Government. It handles college and senior high school students. The researchers will gather
data from the Grade 11 and 12 students under the Accountancy, Business, and Management
(ABM) academic strand at UDM, which is located at 659-A Cecilia Muñoz St, Ermita, Manila,
1000 Metro Manila. Since both the respondents and the researchers in the study are available
in the location, it will be more accessible and convenient to gather reliable data.
Respondents of the Study

The proponents selected are the senior high school students of Universidad De Manila
School Year 2022–2023 to be the respondents of the study, specifically those taking up the
strand Accountancy, Business, and Management (ABM) who at the same time utilize Shopee
as their preferred e-commerce site. The respondents will be divided based on their demographic
profiles to measure and create reliable data.
The population in the study consists of the three (3) sections of Grade 11 and four (4)
sections of Grade 12 students from the Academic Strand of ABM in Universidad De Manila.
From the population of 317 students, the researchers applied the purposive sampling and quota
sampling to determine the sample size. The researchers first gathered a total of 145 students
who utilize Shopee and give online product reviews with the use of purposive sampling. From
those, the researchers then classified them according to gender (female and male) with a quota
of forty (40) females and forty (40) males. The researchers ended up with 80 students as
respondents that will be used to measure and create reliable data.
Out of all the ABM students in Senior High School, the following are the numbers
needed per section to be the chosen respondents for the study:
Section in SHS
Female Male Total
ABM
Grade 11 ABM – A 3 9 12
Grade 11 ABM – B 3 2 5
Grade 11 ABM – C 7 4 11
Grade 12 ABM – A 8 11 19
Grade 12 ABM – B 8 3 11
Grade 12 ABM – C 6 4 10
Grade 12 ABM – D 5 7 12
Sample Size 40 40 80
Research Instrument and Data Gathering Procedure

The study uses a quantitative methodology in which survey data will be systematically
and impartially collected from a large number of the population. The researchers are
determined to understand this specific predicament encountered by individuals and uncover the
prevalent motivators affecting the content of a person’s online product review. The proponents
have developed a survey questionnaire which will be applicable to a traditional technique for
gathering data, considering printed surveys will be distributed to the respondents.
A paper survey will be conducted, wherein it will be divided into two parts; the first
part will be designed for the respondent's information, and the second part will focus on the
selected factors that influence online product reviews.
The first part will be used to gather basic information about the respondents, especially
their gender, which is one of the variables in this study. The second part consists of five (5)
situations per factor and a 5-point Likert scale to determine the frequency level of each
specified factor influencing the respondents' online product reviews in this study. The
respondents will describe how frequently each situation describes them using the 5-point Likert
Scale ratings: Never, Rarely, Sometimes, Often, and Always.
Data Gathering Procedure

The following is the approach of the researcher to gather the data that is needed for
this study.
1. To identify the population in this study, a survey question was given to all of the
sections under the ABM Strand. However, since this chosen method was not found
productive and accomplished. The researchers decided on another way to gather the
information from the respondents.
2. The researchers proceeded to complete the respondent's information by seeking

permission from each class officer of the Grade 12 ABM sections to receive a copy of
their master list. By doing so, the researchers will be able to determine who among the
students did not accomplish the online form, and will then turn the form to paper and
distribute it face-to-face to each section.
3. A paper that requires information such as the following: Name, Gender, If the person
utilizes Shopee and gives online product reviews was given to sections A, B, and C
from Grade 11 ABM. The paper will be turned in by the representative of the class since
the schedule of the respondents is hectic.
4. The researcher will then create a permission letter to the Dean for the administration of
the research questionnaires. It will then be signed by the research adviser and the
principal of the Senior High School.
5. The researchers will personally administer the distribution of the questionnaires to fully
explain to the eighty (80) respondents the content, importance, and complex terms of
the questionnaire, as well as the proper way of filling it out.
6. The researchers will separate the survey based on the gender of the respondents,
beginning with the statistical formulas.
7. The percentage of respondents will be divided based on their Gender—Male and

Female—from each section. The formula for mean is used to calculate the mean of each
determined factor to identify each frequency level. ANOVA will be then used to
identify the statistical difference between the means of Males and Females between the
determined factors.
8. The statement of the problem in the study shall be solved with the appropriate formula
given by the statistician.
9. After finalizing the data gathered, the researchers shall seek help from the statistician
to ensure the data gathered is accurate.
Statistical Treatment of Data

The data to be gathered for this study will be treated and analyzed with the following
statistical formulas:
For Statement of the Problem #1

To identify the profile of the respondents, the formula of percentage will be useful to
solve the percentage of the chosen Male and Female from each section.
𝒏
%=
𝑵
Where:
n - male/female by section
N - Overall male/female sample
% - Percentage
For Statement of the Problem # 2

The frequency of each selected factor will be computed with the mean to identify the
average of each determined factor that contributes to the online product reviews of the
respondents. The formula for Mean will be utilized to differentiate the selected factors based
on the Gender of the Grade 12 ABM students:
𝛴𝑥
x̅ =
𝑓
Where:
x̄ = Mean
Σ = Summation
x = Data
f = frequency
For the interpretation to measure the mean values of each selected factors
An interpretation on a 5-Point Likert Scale by Pimentel (2019) will be used to
determine the frequency levels of the selected factors (product quality, packaging, listing
quality, customer service, delivery service) and the frequency level of selected factors based
on the gender of Grade 12 ABM Shopee users.
Numerical Value Statistical Limits Descriptive Equivalent
5 4.21 – 5 Always
4 3.41 – 4.20 Often
3 2.61 – 3.40 Sometimes
2 1.81 – 2.60 Rarely
1 1 – 1.80 Never
For Statement of the Problem #3

An analysis of variance or ANOVA is used to determine the difference statistically
between groups by testing the difference of means using the variance. The formula is applicable
since it will be used to test the hypothesis and identify if there is a significant difference
between the Gender (Male and Female) of Grade 12 ABM students and determined factor’s
frequency level in their online product reviews. It will then be understood if the selected factors
vary based on the gender of students in giving online reviews
Formula:
(Σ𝑥)2
SS = Σ𝑥 2 − 𝑁
Where:
SS = Sum of Squares
Σ = Summation
x2 = Data
N = Total of Scores
Then Proceed:
Source of Variation Sum of Squares Degrees of Freedom Mean Square
Between
K–1
Within
N–K
Total
N–1
Computed F = MSb/MSw
Tabular F =
alpha =
Interpretation =
Where:
Sum of Squares:
SS = Sum of squares
n = number of scores in each treatment
G2 = Sum of all scores in the study
∑= Summation
x2 = Data
N = Total of Scores
Degrees of Freedom:
N = total number of scores
k = number of treatment conditions
Mean Square:
Sum of Squares Between
Sum of Squares Within
Degrees of Freedom Between
Degrees of Freedom Within
F:
MSb = Mean Square between
MSw = Mean Square within
The following table by Ivo Dinov (2020) will be used to determine the interpretation
for tabular value of the ANOVA:
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter will tackle the findings that the researchers have found over the course of
the administration of survey questionnaires to the study’s respondents. The data will be
presented in tabular forms in accordance with the specific questions presented in the statement
of the problem; (1) What is the profile of the respondents in terms of their gender? (2) What is
the Frequency level of the determined factors affecting online product reviews in terms of: 2.1
Product Quality, 2.2 Packaging, 2.3 Listing Quality, 2.4 Customer Service, 2.4 Delivery
Service (3) Is there a significant difference between the frequency level of the determined
factors in writing online product reviews of male and female? This chapter will discuss and
focus on presenting the interpretation of the analyzed results to answer the given statements of
the problem.
1. THE PROFILE OF THE RESPONDENTS IN TERMS OF THEIR GENDER
Table 1
“The Respondents’ Profile in terms of Gender”
Gender Frequency Percentage
Female 105 72.41%
Male 40 27.59%
TOTAL 145 100%
Table 1 shows the number and percentage of the students in the ABM strand who are
(1) users of Shopee and (2) write online product reviews. Out of the entire 100% of Shopee
consumers who make product reviews, 72.41% are identified as females, totaling 105 students.
The remaining 27.59% is composed of males, accounting for 40 students. From this data, it can
be seen that females are almost thrice as more likely as males to provide a review following
their purchases on Shopee. This can be attributed to the fact that within the overall student
population of the SHS ABM strand in UDM, there are more females than males.
It was according to a study by Sikbar (2022) that males are frequently seen as being
more capable than women based only on gender cues and not on content. Along with a study
by Kumar (2019), consumer behavior is found to have been significantly influenced by the
demographic factor of gender, and it was revealed that while women were defined as being
dependent, men were more likely to make decisions on their own. This demonstrates that there
are differences between genders that drives the consumer to differently react on their online
product reviews. Having an equal number of respondents shall give unbiased results when it
comes to comparing and identifying the different frequencies of each factor affecting online
product reviews. As a result, the researchers applied quota sampling, narrowing down the
respondents to only 40 females and 40 males.
Figure 1
Bar Graph on the Frequency of Male and Female Respondents in Each Section of the
ABM Strand
The Distribution of Male and Female Shopee Users

in Each Section
30 27.5%
25 22.5%
20% 20%
20 17.5% 17.5%
15%
15 12.5%
10% 10%
10 7.5% 7.5% 7.5%
5%
5
0
ABM 11 - A ABM 11 - B ABM 11 - C ABM 12 - A ABM 12 - B ABM 12 - C ABM 12 - D
Female Male
Figure 1 on the other hand shows the detailed explanation behind the distribution of
female and male Shopee users in each section of the SHS ABM Strand at UDM. It is of great
importance that the population be accurately represented. In order to do so, the researchers used
the formula of dividing the total number of qualified respondents per section and divided it to
the whole population. From doing so, the researchers were able to identify how many females
and males should be surveyed in each section, which ensures that there is no bias present in
sampling.
By using the formula, the researchers then came up with the following percentages of
female and male respondents in each section: ABM 11 – A was shown to have 7.5% of the
respondents are female and 22.5 % of the respondents are male. In ABM 11 – B, it be seen in
the bar graph that 7.5% of the respondents comprises of female and the 5% of the respondents
are males. For the section of ABM 11 – C, 17.5% of the respondents is female and the 10% is
male.
For the 12th grade sections, the first section, ABM 12- A appears to have 20% of their
respondents are female and 27.5% are males. In ABM 12- B, it is apparent that 20% of the
respondents are female and 7.5% are males. Meanwhile, the section of ABM 12 - C shows that
from them, 15% of the respondents are female and 10% are male. For the last section, it is
evident from ABM 12 - D that 12.5% is female and 17.5% is male. In total, it can be computed
that all the number of female respondents equate to 100% as well as in males.
2. THE FREQUENCY LEVEL OF THE DETERMINED FACTORS AFFECTING

ONLINE PRODUCT REVIEWS IN TERMS OF:
2.1 PRODUCT QUALITY
Table 2.1
Frequency Levels of the Determined Factor, Product Quality
The data collected from a survey of SHS ABM Shopee users at UDM shows that out
of the five determined factors, Product Quality ranked first for females. Table 2.1 has shown
the differences and gaps between the mean of each data, with product quality having a mean
of 3.89. This proves that female consumers prefer the importance of durability, functionality,
and performance, seeking products that deliver on their promises.
This data is supported by the studies that have examined gender differences in
consumer behavior, indicating that women often exhibit a higher propensity for evaluating
product quality. A study by Rosenthal et al. (2017) revealed that female consumers prioritize
durability, reliability, and performance when making purchase decisions.
On the other hand, the same table shows the different mean of collected data of
preferred factors among male Shopee consumers. Unlike the female SHS ABM Shopee Users
at UDM, male consumers have a different preference.
The analyzed data showed that the product quality has the mean of 3.745, a 0.225
difference from packaging. Like their female counterparts, male consumers appreciate products
that exhibit exceptional performance, functionality, and longevity. A research conducted by
Brown et al. (2019) highlighted that male consumers value product packaging slightly over
functionality and performance. They also prioritize products that can efficiently fulfill their
needs and offer exceptional performance. A difference is seen between the two genders when
it comes to product reviews, but it can still be stated that both male and female SHS ABM
students consider product quality most of the time when creating their online product reviews.
2.2 PACKAGING
Table 2.2
Frequency Levels of the Determined Factor, Packaging
Table 2.2 demonstrates how frequent do the respondents consider the packaging of the
product when writing their online product reviews. Based on the data above, packaging placed
second as a factor affecting online product reviews among females. With a calculated mean of
3.725 for the female respondents, the packaging has an adjectival rating as ‘often’ and is
considered most of the time as the verbal interpretation.
This means that the packaging of a product plays a big role in product reviews for
females. Since some delivery couriers usually handle the parcels aggressively, the order may
have some damage when it is received by the customer. Thus, having secured packaging is
often a must for buyers online, and is considered when giving evaluations about a product.
This is in line with the article by Wandosell (2021), that states that in the product
reviews, customers not only focus on the quality of the product they purchased but also on the
packaging that comes with it. A safe package is usually praised by consumers in their
evaluation, but eco-friendly packaging of the product boosts customer satisfaction. With this,
one can foresee how packaging benefits the seller and how influential safe or appealing
packaging can be to customers.
For the male respondents, table 2.2 shows that they have garnered a mean of 3.97 and
the adjective rating of ‘often’, ranking packaging as the first out of the five determined factors.
This is in contrast to their female counterparts wherein packaging was found to be the second
most considered factor in writing product reviews. This means that male Shopee users are more
likely to consider the packaging of a product in making their product reviews, greater than the
quality of the product itself.
This is in line with the article by Chua (2020), stating that having too much plastic
involved for a product that is not that fragile will result in a bad evaluation from the customer,
as some of them prefer online shops that use eco-friendly packaging with little to no usage of
plastic at all. Based on the given data, both male and female SHS ABM students consider
product quality most of the time when creating their online product reviews.
2.3 LISTING QUALITY
Table 2.3
Frequency Levels of the Determined Factor, Listing Quality
Listing Quality ranked third for females. As evident from table 2, the Listing Quality
has a calculated mean of 3.61 with the adjective rating as ‘often’ and the interpretation as Rank
3 among for female SHS ABM Shopee users.
Listing Quality made it possible for buyers to easily find the product they are looking
for with only keywords. With this, customers tend to consider this factor when giving their
own evaluation about a product. This is in line with the article written by Belém (2020), stating
that the quality of these textual descriptors is essential for the effectiveness of e-commerce
information services such as search and product recommendation, and thus, for the ability of
the consumers to find desired products.
On the other hand, Table 2.3 shows that for males, Listing Quality has a mean of 3.675
and the adjective rating as often. Listing Quality also ranked third out of the five determined
factors. Additionally, the mean rating for listing quality among male students (3.675) is slightly
higher than the mean rating for this factor among female students (3.61). This means that male
Shopee users are more likely to consider the Listing Quality compared to female Shopee users.
On top of that, respondents are more likely to consider listing quality and give a positive
product review about this factor which applies to what Capriolo said in 2020, “And if the listing
is truly up to par in its descriptions and product presentation, then the buyers benefit from a
smoother customer experience. This means that, upon receiving their product, consumers feel
they received exactly what they expected. It avoids receiving complaints and returns as a result
of unmet expectations and, on the flip side, earns more positive reviews from satisfied
customers.
2.4 CUSTOMER SERVICE
Table 2.4
Frequency Levels of the Determined Factor, Customer Service
The frequency level of customer service as a determinant affecting product reviews of

females has a calculated mean of 3.565 and an adjectival rating as ‘often.’ Furthermore, the
interpretation shows that it ranked fourth out of the five selected factors for female respondents.
This illustrates the significant impact of customer service in affecting the perceptions
and satisfaction levels of consumers. This is in accordance with the findings of Kong (2021),
which asserts that factors such as the transaction, the seller-to-buyer interaction, and the
product's delivery may have an impact on a customer's loyalty to a specific company.
On the other hand, the customer service received a calculated mean of 3.575 and an
adjectival rating as ‘often,’ from the male Shopee users, similar to the result from the female
respondents. It also ranked fourth out of five determined factors for the male respondents. The
data gathered by the researchers showed that customer service plays a crucial impact in shaping
the online product reviews of both male and female users.
This indicates that customer service affects the satisfaction of male Shopee users which
can be reflected on their product reviews. This is in line with the study of Ali et al., (2021)
which claims that if the customer service of a company reaches the expectation of the buyer in
terms of the said customer service, they will gain positive feedback and the customer’s loyalty.
2.5 DELIVERY SERVICE
Table 2.5
Frequency Levels of the Determined Factor, Delivery Service
As for the delivery service, the yielded data as shown in Table 2 demonstrates that
among the five determined factors affecting online product reviews, delivery service is the least
considered among female Shopee users. However, the computed mean shown from the table
still depicts that females still take into account the delivery service, with all of the female
respondents having a mean of 3.28, which can be interpreted as ‘sometimes’ considered in
making reviews.
The outcome from this data aligns with the findings of the study conducted by Lakshmi
et al. in 2017, in which they described the females’ online retailing behavior as ‘more internally
focused.’ This means that they are more likely to ‘appreciate very fine distinctions’ concerning
the product that they buy, assessing all the details from the product itself, the packaging, as
well as how the courier handled and delivered their parcel.
Similar to the results from the female respondents, delivery service was also shown to
be the least considered among all the given factors in males. All the males’ responses for the
delivery service equates to a mean of 3.385, which can be interpreted as ‘sometimes’ affecting
the content of online product reviews.
Even though this factor turned out to be the least considered in males, the calculated
mean of the males’ frequency level of delivery service was still higher than females, with a
difference of 0.105. From this data, it can be interpreted that male Shopee users are more likely
to consider the delivery service in writing their online product reviews compared to their female
counterparts.
This discovery can be linked with another statement of Lakshmi (2017) which explains
males’ behavior in online retails. As per Lakshmi, ‘Men ought to be externally focused. They
are very vocal and they will go to great lengths to let anyone know whether they like something
or not,’ which explains as to why they have a slightly higher mean than females when it comes
to voicing out their satisfaction with the delivery service.
Seeing that there’s a difference in the frequency levels among female and male
respondents, it can be inferred that gender has an impact on this. This confirms the studies of
Kumar (2019), Lakhsmi et al. (2017), Nguyen et al. (2019), and Varga et al. (2017) that gender
is a factor influencing consumer behavior in online shopping, hence affecting the way they
convey and write the content of their online product reviews.
3. THE SIGNIFICANT DIFFERENCE BETWEEN THE FREQUENCY LEVELS OF

THE DETERMINED FACTORS IN WRITING ONLINE PRODUCT REVIEWS OF
MALE AND FEMALE
Table 3.1
The Female Respondents’ Frequency Levels of the Determined Factors Affecting Their
Online Product Reviews
Source of Sum of Degrees of Mean

Variation Squares Freedom Square
Between Treatments 10,046.926 4 2,511.7315
Within Treatments 208.358 35 5.95309
Total 10,255.284 9
Computed F = 421.9209366
Tabular F = 2.6060
alpha = 0.05
Table 3.1 One-way ANOVA of the frequency level of the determined factors affecting the online product reviews of Female Shopee Users
Table 3.1 shows the output of Females through the utilization of Analysis of Variance
or ANOVA to identify if there is a statistical difference between the averages of the determined
factors. The significance level or alpha of 0.05 which indicates there is actual difference
between the determined factors in females. The degrees of freedom used to find the Tabular F
is (DF (4, 35) = 2.6060). The Computed F 421.9209366 is greater than the Tabular F 2.6060 (
421.9209366 > 2.6060). Results show that there is a statistical difference between the
determined factors under Female Shopee Users of Senior High School students of Universidad
De Manila.
According to Kumar (2019), consumers are the focus of all marketing activities, and
their behavior is notably influenced by demographic factors. The study revealed that females
tend to be dependent on the listing quality provided by sellers, along with the incentives they
might get. This observation is supported by the significant gap revealed on the table, which
demonstrates how male and female differ from their preferences and considerations when
writing online product reviews. Moreover, the data also indicates that in composing reviews,
females do not primarily depend on their own satisfaction and experience with the product.
Table 3.2
The Male Respondents’ Frequency Levels of the Determined Factors Affecting Their
Online Product Reviews
Source of Sum of Squares Degrees of Freedom Mean Square

Variation
Between Treatments 10,304.846 4 2,576.2115
Within Treatments 121.938 35 3.4839428571
Total 10,426.784 9
Computed F = 739.45286
Tabular F = 2.6060
alpha = 0.05
Table 3.2 One-way ANOVA of the frequency level of the determined factors affecting the online product reviews of Male Shopee Users
Table 3.2 shows the outcome of males through the usage of Analysis of Variance or
ANOVA to identify if there is a statistical difference between the average of the determined
factors. The significance level or alpha of 0.05 which indicates there is actual difference
between the determined factors in males. The degrees of freedom used to find the Tabular F is
Degrees of Freedom (df (4, 35) = 2.6060) The Computed F is greater than the Tabular F 2.6060
(739.45286 > 2.6060) Output shows that there is a statistical difference between the determined
factors under male shopee users of Senior High School students of Universidad De Manila.
As per the study conducted by Lakshmi et al. (2017), each gender has a firmly
entrenched characteristic. Men, in particular, demonstrate reliability depending on the location,
context, and are influenced by a variety of social and cultural factors. The study also indicates
that men are very vocal and will go to great lengths to express their thoughts, whether positive
or negative. Consequently, it can be inferred that men ought to be externally focused, placing
greater emphasis on the satisfaction they experienced with a product and expressing their
genuine opinions about it. This also supports and prove that the data gathered in the study,
which shows that men greatly rely on the factors that they will see and experience in the
products they have purchased.
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATION
This chapter will present the summary of the study followed by the summary of
findings and their conclusion based on the data gathered and analyzed from the fourth chapter,
along with the recommendations for this research.
Brief Review of the Study

The objective of this study is to learn the impact of gender on the frequency level of
the determined factors that are affecting the online product reviews of senior high school ABM
students of Universidad de Manila during the academic year 2022 to 2023. It specifically
sought to answer the research question as listed:
2. What is the frequency level of the determined factors affecting online product reviews
in terms of:
2.1 Product Quality
2.2 Packaging
2.3 Listing Quality
2.4 Customer Service
2.5 Delivery Service
Research Question One (1) is to identify the gender of the respondents of the study.
Research Question two (2) is to reflect the factors’ different frequency levels and their order in
terms of the: Product Quality, Packaging, Listing Quality, Customer Service, and Delivery
Service, based on the answers and gender of the respondents. Question three (3) shall examine
the difference in the Frequency Level of the determined factors that affect the online reviews
of males and females.
On the basis of the foregoing problems, the following Alternative and Null hypotheses
were formulated in the study:
Ha: There is a significant difference between the frequency levels of the determined factors in
H0: There is a significant difference between the frequency levels of the determined factors in
To achieve the purpose of this study, the researchers employed a descriptive-

correlational research method and a researcher-made survey questionnaire utilizing a 5-point
Likert scale to ascertain the frequency of each determined factor. A sample size of 80 was
chosen from the population of 317 by using purposive-quota sampling. To ensure scientific
presentation of the analyzed and interpreted research data, percentage, mean, and ANOVA
were applied as the statistical tools for this study.
Summary of Findings
Significant results of this study were summarized in the preceding sections:

1.1 The majority of SHS ABM Shopee consumers who write online product reviews
is composed of females, accounting for 72.41% of the population. In contrast,
males constitute 27.59%, which is almost thrice the proportion of females.
1.2 The frequency of female and male respondents per section of the ABM Strand is
as follows: ABM 11 – A with 7.5% females and 22.5% males; ABM 11 – B with
7.5% females and 5% are males; ABM 11 – C wherein 17.5% are females and 10
are males; ABM 12 – A with 20% females and 27.5% males; ABM 12 – B which
has 20% females and 7.5% males; ABM 12 – C where 15% are females and 10%
are males; And in ABM 12 – D wherein 12.5% are females and 17.5% are males.
2. What is the frequency level of the determined factors affecting online product
reviews in terms of:
2.1 The mean rating for Product Quality among the female consumers is 3.91, which
is quite farther from the data collected from male respondents that has 3.76. This
can be interpreted as the female SHS ABM Shopee users relying more on product
quality among factors affecting online product reviews compared to male
consumers.
2.2 Packaging ranked second for females and first for males. With a calculated mean
of 3.71 and 3.79 respectively, it shows that males often consider the packaging of
a product slightly more than females. Additionally, it is the only factor, along with
Product Quality, that switched places in rank in accordance with the gender of
Shopee users.
2.3 Listing Quality ranked in third place for both males and females. Nevertheless,
male respondents had a slightly higher mean compared to females. The calculated
mean for males was 3.665, while for females it was 3.62. This indicates that male
users of Shopee are more inclined to take into account the listing quality compared
to female users. It demonstrates a significant difference in the factors that Shopee
users consider based on their gender.
2.4 Customer service came in fourth rank for both genders, with female and male
Shopee consumers having a similar mean of 3.565 and an adjectival rating of
‘often.’ The calculated average suggests that all the respondents considered the
customer service to be satisfactory in general. These findings emphasize the
important role of customer service in influencing the online product reviews.
2.5 Delivery Service ranked as the lowest for both female and male Shopee users,
with females’ mean equating to 3.285 and males with 3.38. It is apparent that
males have a slightly higher mean of 0.095 compared to females, indicating that
they’re more likely to consider delivery service than females. This indicates a
difference in the importance placed on this factor between genders, highlighting
gender as a varying factor influencing consumer behavior.
3.1 The result for the One-Way ANOVA for male and female rejected the null
hypothesis which means that there is a significant difference between the
frequency levels of the determined factors considered by males and females in
writing online product reviews.
3.2 According to the data analysis for females using the ANOVA, the Computed F is
greater than the Tabular F (421.9209366 > 2.6060), indicating that there’s a
difference between the determined factors under the Gender Female.
3.3 On the other hand, the data analysis for males presents that the Computed F is
greater than the Tabular F (739.452 > 2.6060), which demonstrates a difference
between the determined factors under the Gender Male.
Conclusion
With the data gathered, analyzed, and processed, the following conclusions were
created:
1. The research findings revealed that among the 145 Shopee users who write online product
reviews, females write almost thrice as many online product reviews than males.
2. The study proved that gender, which has been previously linked to consumer behavior in
various studies, also has a distinct impact on the frequency levels of determined factors that
affect online product reviews of the SHS ABM Shopee users.
2.1 The factor of product quality was found to be the most important for both female
and male respondents in writing online product reviews. However, it was observed
that females tend to consider this factor more frequently compared to males. This
implies that product quality holds significant weight in the product evaluation for
both genders, but it is particularly emphasized by female Shopee users.
2.2 Packaging of a product is a factor that is frequently influencing consumers in their

online product reviews, ranking second as the most frequent considered factor. It
was observed that male Shopee users place relatively higher emphasis on this aspect
than their female counterparts.
2.3 Listing Quality is often selected as a factor when it comes to writing the content of
online product reviews. It is frequently considered by both male and female Shopee
users.
2.4 Customer service holds a significant influence on online product reviews and is
often considered by both females and males. Furthermore, it was observed that
regardless of gender, customers highly value the quality of customer service when
assessing their overall experience with a product or service.
2.5 Delivery Service, as a factor, isn’t frequently selected when creating online product
reviews. The results demonstrate that delivery service is the least influential among
all the factors of product reviews. However, it was shown that gender has an impact
on this, with male Shopee users showing a greater tendency to consider the delivery
service compared to females.
3. The results using ANOVA provided evidence to reject the null hypothesis, leading to the
acceptance of the alternative hypothesis. This states that there is a significant difference
between the frequency levels of the determined factors used by males and females when
writing online product reviews.
Recommendations
On the account of the foregoing findings and conclusions, the following
recommendations are therefore proposed to the specific group of individuals mentioned in the
significance of study:
1. Future Researchers can make use of this study as a reference in creating research
tackling the impact of the gender on the frequency level of certain factors that affect
the Online Product Reviews of Individuals.
2. More thorough research on online product reviews can be made by future researchers
wherein gender isn’t only classified into female and male. Instead, the LGBTQIA+ are
encompassed to get a more accurate data on the impact of gender on the factors
affecting online product reviews.
3. Student Entrepreneurs can make us of this research study as a reference and guide on
how these factors can influence costumer's online product reviews and also to help them
improve and establish their businesses well.
4. Online sellers can use this study as a reference when analyzing what factors they should
focus on. With gender included, this study can greatly assist them in manufacturing
products that heavily lean on gender binaries.
5. Online sellers incorporate the findings of this study in developing their marketing
strategies, reflect on their weaknesses, and assess where they should improve in
accordance to what the customers want in online shopping as revealed in this research.
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Universidad De Manila

(Formerly City College of Manila)

THE IMPACT OF GENDER ON THE FREQUENCY LEVEL OF THE

Calma, Kimverly Clarice A.

Due to the proliferation of e-commerce, e-commerce marketplaces were born,

As specified by DTI (2022), currently, the Philippines' E-commerce market has 73

Statement of the Problem

This study is to be conducted during the school year 2022–2023 at Universidad De

1. What is the profile of the respondents in terms of their gender?

Significance of the Study

Scope and Delimitations

The study used researcher-made questionnaires in gathering data to draw a conclusion

• User-Generated Content (UGC) – Any form of content such as images, videos,

Review of Related Literatures and Studies

Related Local Literatures

I. SELECTED FACTORS THAT CONTRIBUTE TO ONLINE REVIEWS

Quality of the Product Influencing Product Reviews

Product quality is a consumer evaluation of product performance. It is a set of available

Packaging and Their Impact to Product Review

Customer Service Challenges Faced by Customers

II. ONLINE PRODUCT REVIEWS

Effects of Online Review Valence on Consumer Attitudes and Behavioral Intentions

According to an article written by Crismundo (2022), the majority of Filipinos who

In particular, it examined the lexical characteristics of product reviews, the driving

reviewers are predominantly driven by venting negative feelings motivation, followed by

Effects of Gender on the Word Frequencies of Online User Evaluations of Products

Related Foreign Literatures

I. SELECTED FACTORS THAT CONTRIBUTE TO ONLINE REVIEWS

Product Quality Affects the Emotion of Consumers

Eco-Friendly Packaging’s Influence on Product Review

According to Wandosell (2021), green packaging—also known as "eco-friendly

Having environmentally friendly packaging is proven to have a certain influence on a

The Listing Quality of a Product

Delivery Service Experiences of Consumers

3PL Improved Efficiency Throughout the Supply Chain

II. ONLINE PRODUCT REVIEWS

Online Reviews: What Drives Consumers to Use Them

Gender Affecting the Online Product Reviews

According to Sikbar (2022) that consumers in online communities who draw

In another study conducted by Kumar (2019), the consumer behavior significantly

Why Do Consumers Provide Product Ratings & Reviews?

Overpowering Fake Reviews

Nine (9) Primary Motivators of Consumers to Leave a Review

Related Studies (Foreign)

What Motivates Consumers to Write Online Reviews?

performance as a significant determinant of customers’ satisfaction reflected in their online

Respondents of the Study

Research Instrument and Data Gathering Procedure

Data Gathering Procedure

2. The researchers proceeded to complete the respondent's information by seeking

7. The percentage of respondents will be divided based on their Gender—Male and

Statistical Treatment of Data

For Statement of the Problem #1

For Statement of the Problem # 2

Numerical Value Statistical Limits Descriptive Equivalent

4 3.41 – 4.20 Often

3 2.61 – 3.40 Sometimes

2 1.81 – 2.60 Rarely

For Statement of the Problem #3

Source of Variation Sum of Squares Degrees of Freedom Mean Square

1. THE PROFILE OF THE RESPONDENTS IN TERMS OF THEIR GENDER

Gender Frequency Percentage

Female 105 72.41%