IMPACT OF SHOPEE VOUCHERS ON THE BUYING BEHAVIOR OF

GRADE 12 ABM LEARNERS

A Research Paper
Presented to the
Faculty of the Senior High School
Morong National High School
Morong, Rizal

In Partial Fulfillment
of the Requirements for
Inquiries, Investigations, and Immersion

FARECIAH ONTONG
JOHAN TACORDA
JIOVANY MARCO
LENNY PERCIA
JERIEL YSON

March 2022

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 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, background of the study, statement

of the problem, hypothesis, scope and limitation of the study, theoretical

framework, conceptual framework, and definition of terms.

Introduction

Vouchers certainly attract customers. Consumers are able to save money

in buying in e-commerce because of vouchers. Shopee is a prominent online

shopping platform in the Philippines, an e-commerce that is open to all online

sellers with partner logistic service provider realizing the convenient shopping

online of their buyers. Shopee utilize voucher marketing as their marketing

strategy. Jerico (2022) indicate that Shopee uses two classification of vouchers

mainly platform and seller voucher. Both can be use at once in purchasing. All

vouchers differ, they can be free shipping, cashback, or discount and each have

different terms that needs to be met in order to be able to use it. The concept of

voucher of reducing the amount of price of the product is making the consumer

feel smart in their purchases.

Shopee focuses mostly on mobile technology so that consumers may buy

and sell items directly from a smartphone. To attract more customers and

encourage them to interact with the website, Shopee, an online marketplace, has

undergone adjustments, one such adjustments are the Shopee Vouchers. Shopee

Vouchers are digital coupons that entitles the bearer to a number of discounts on

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the purchase of particular goods. One of the things that affects consumers' desire

to make repeat purchases is vouchers. Due to this, plenty of students are

encouraged to make another purchase. On this premise, the proponents have

conceived of conducting a study to quantify the impacts of Shopee vouchers to the

buying behavior of Grade 12 ABM Learners.

In the proponents’ aim to quantify the buying behavioral patterns of learners,

the study adheres to the Republic Act 7394, also known as The Consumer Act Of

The Philippines of 1994, Article 50, implement measure to achieve objectives one

of which is protection against deceptive, unfair, and unconscionable sales acts and

practices

The mentioned legal basis indicates that it is important and imperative due

to unethical sellers who set prices at overprice, and often produce discount

vouchers to create an illusion to the consumer that the price is reasonable. Above

explain the manipulation of the sellers in shopee of the shopee voucher which is

unfair marketing of products. Thus, it gives a false benefit and perception to the

users of the shopee vouchers and the objective of voucher is distorted as well as

only benefit the sellers instead of the other way around.

Background of the Study

Online shopping platform boom in 2020 at the time of pandemic. Commerce

shift to e-commerce or electronic commerce, a digital trading of goods from the

buyer and seller. Since around the world, everyone is required to stay at home

therefore all activities such as work, studying, interaction, entertainment, and

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shopping are done online. Acuña et al. (2022) found that Filipinos are fond of digital

commerce and valued efficiency and convenience in making purchase online.

Filipinos also started to support local business by purchasing products online via

downloading or visiting website store. Lazo and Rodriguez (2020) pandemic

affected the labor of 10.9 million of Filipinos. The number indicated are Filipinos

who lost their jobs and had lower incomes and working hours. Despite the lower

income, Filipinos still need to buy necessities and are entice with wants.

E-commerce first started 40 years ago, stated by merchantyard (2021). The

development of technology, computers, internet, websites lead to the innovation

of e-commerce. The growth of different websites like Amazon, Ebay, and EtSy

opened the e-commerce we recognize today.

Most Filipino are fond in shopping in physical stores, in the Philippines,

almost every city and town have shopping center. Different international and local

stores and different entertainment in one infrastructure which makes it convenient

for them to relax, shop, and enjoy in their free time. Also, these stores use sales

promotion in attracting customers into shopping in their shop. Filipinos love to buy

things which are on sale and with discount for that reason, when you enter in a

shopping center in the Philippines, you will not find a shop without sales.

E-commerce has been around but is not enjoyed by the mass of Filipinos.

Before pandemic, there is actually quite a lot of websites and application of

shopping platforms of different brand, internationally and locally and use the

traditional sales promotion of products online. Also, the e-commerce in the present

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brought much satisfaction in terms of convenience, advantages, marketing

strategy, and promotion in comparison to e-commerce before the pandemic.

Because shopping shift to online, Filipinos patronize it in pandemic due to

health concern but also with the convenience it offers of fast delivery, and effortless

shopping and promotion offered by different stores of different shopping platform.

61% of internet users in the Philippines purchased a product/service online as of

3rd quarter of 2022 statistica (2022). The habit of using e-commerce in the

pandemic has led to most of Filipinos to normally shop online.

An individual makes wise decision in choosing the product/service they

need/want and it is the concept of buying behavior. Qaisar (2021) define that

factors that pressure buying behavior are psychological, social, cultural, personal,

and economic factors. Marketers analyze all considerations relating the buying

behavior of an individual especially the students instead of focusing only in their

purchasing decision as their purpose is to influence the choice of the buyer

seemingly.

Vouchers certainly attract customers. Consumers are able to save money

in buying in e-commerce because of vouchers. Shopee is a prominent online

shopping platform in the Philippines, an e-commerce that is open to all online

sellers with partner logistic service provider realizing the convenient shopping

online of their buyers. Shopee utilize voucher marketing as their marketing

strategy. Jerico (2022) indicate that Shopee uses two classification of vouchers

mainly platform and seller voucher. Both can be use at once in purchasing. All

vouchers differ, they can be free shipping, cashback, or discount and each have

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different terms that needs to be met in order to be able to use it. The concept of

voucher of reducing the amount of price of the product is making the consumer

feel smart in their purchases.

Vouchers has been used in commerce way back before technology

innovate but the effect of voucher to the Filipinos with the appearance of e-

commerce and pandemic cause their shopping habits to shift.

With the above-mentioned concepts in mind, the researcher aims to know

the Impact of Shopee Vouchers on the Buying Behavior in terms of appeal,

convenience, satisfaction, relative advantages of vouchers.

Theoretical Framework

The study entitled Shopee Vouchers Impact on Buying Behavior of G12

Learners is anchored on Shopping Continuum Theory (Choi, 2018). The theory

indicates the notion of how the people are likely to anchor their shopping choices

to their shopping task, two of which are; Experiential-oriented which is defined as

an intention of recreational gratification without a specific goal shopping goal and

the way of the consumer's shopping choices rely on the aesthetic of the store. And

Goal-oriented which is defined as consumers having an intention for purchasing a

particular item in an online store.

The afore mentioned theory would be helpful in supporting the outcome of

the study in terms of impacts of shopee vouchers in buying behavior of students,

due to the theory focusing on the effects of Shopee vouchers on G12 learner's

buying tendencies. This theory would help determine how shopping judgement are

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related on how buyers or consumers tend to use shopee vouchers to help ease

and improve their shopping task to their benefit.

Conceptual Framework

The study utilizes the Input-Process-Output (IPO) research paradigm,

which was utilized to describe the conceptual framework of the study to visualize

the flow of the study. First, the researchers search for the respondents and factors

relevant to their study. The second part of this research is to collect data in order

to obtain credible results from the questionnaire-checklist. Finally, the researcher

hopes to demonstrate the impact of shopee vouchers on the buying behavior of

ABM learners.

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 INPUT PROCESS OUTPUT

1. Identifying the
Demographic Profile of
their Respondents:
- Economic status 1. Gathering of data
2. What is the impact of through
Shopee Vouchers on
questionnaire-
the buying behavior of
Grade 12 ABM checklist.
Leaners in terms of: 2. Analysis and
- Appeal interpretation of the
Overall conclusion
- Viability data.
of the impact of
- Satisfaction 3. Identifying the
shopee vouchers
- Relative impact of shopee
advantages on the buying
vouchers based on
3. Is there a significant the respondents’
behavior of grade
difference on the different
12 ABM learners.
impact of Shoppe perspective.
Vouchers to the buying 4. Establishing an
behavior of Grade 12
outcome or result
ABM Learners? With
based on the data
this respect to the
appeal, viability, collected.
satisfaction, relative
advantages in terms of
economic status

Feedback

The Conceptual Framework of the Study Impact of Shopee Vouchers on the

Buying Behavior of Grade 12 Learners

Figure 1

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Statement of the Problem

The study was conducted to determine how Shopee Vouchers impact the

buying behavior of Grade 12 ABM Learners.

Specifically, the study aimed to provide answer to the following questions;

1. What is the profile of the respondents in terms of:

1.1 economic status?

2. What is the impact of Shopee Vouchers to the buying behavior of Grade

12 ABM leaners in terms of:

2.1 appeal;

2.2 viability;

2.3 satisfaction;

2.4 relative advantages?

3. Is there a significant difference on the impact of shoppe vouchers to the

buying behavior of Grade 12 ABM learners with respect to the appeal,

viability, satisfaction, relative advantages in terms of economic status?.

Hypothesis

The study will test the null hypothesis that: There is no significant difference

on the impact of shopee vouchers to the buying behavior of grade 12 ABM learners

of Morong National Senior High School, with this respect to the appeal, viability,

satisfaction, relative advantages in terms of economic status.

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Scope and Limitation of the Study

The study aims to determine the Impact of Vouchers on Buying Behavior of

Grade 12 Learners. The focus of the study is only the variables which are appeal,

viability, satisfaction, and relative advantages. It will be conducted in Morong

National Senior High School in the academic year 2022-2023 whereas the grade

12 ABM fifty-three (53) SHS students out of 113 total population, the population is

acquired through a messenger poll which contains the question number 1 “do you

use shopee application” and number 2 “if yes, do you use shopee voucher in

purchasing in shopee”, and the sample is calculated using Slovin’s formula. The

respondents will be asked to complete the utilize likert scale questionnaire-

checklist by the researchers which will be in terms of all variables of the study. By

this strategy the researchers will be able to know the impact of the vouchers on

buying behavior of the grade 12 ABM learners.

Definition of Terms

Voucher. Discount codes or gift to a customer to attract them to purchase

a business' goods. In a form of paper that can be redeemed in the store.

Electronic voucher. Discount codes or gift that can be apply when buying

in online website or platform shop. A paperless usage of voucher online.

Shopee. A popular online shopping platform in the Philippines patronized

especially in pandemic because of convenient shopping.

Impact. A significant effect of a phenomenon to another.

Buying behavior. A process of choosing between a want or need

considering different factors.

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Viability. The availability and usage of shopee voucher when applying for

buying shopee products.

Satisfaction. The feeling of pleasure and fulfilled.

Appeal. A person is please and attracted to what she/he is seeing.

Related advantages. How something influences others positively.

Pandemic. widespread of disease in the country or whole world.

Electronic commerce. Online trading of buy and sell between a customer

and seller.

Online shopping platform. An online website or application where buyers

can buy products and services.

Discount. Deduction from the original cost.

Want. A desire of a person to buy a product.

Need. Essential goods that a person can't live without.

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 Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design, setting of the study, subject of

the study, sources of data, the procedure of the study and statistical treatment.

Research Design

Descriptive research design will be utilizing to determine the impact of

shopee vouchers on the buying behavior of the grade 12 abm learners. Likewise,

quantitative research method is applied as the study make use of questionnaire to

be evaluated by the respondents.

According to Dudovskiy (2022), the main objective of descriptive type of

research is to describe, evaluate, and validate. Researchers have no control over

the variable. It describes a phenomenon through data collection to put light to an

issue or problem.

The researchers believe that descriptive type of research is the appropriate

design to use in the study since it focuses on impact and involve describing of the

impact of shopee vouchers on the buying behavior of the grade 12 abm learners.

Likewise, the study will utilize quantitative research technique for the study will use

a close-ended questionnaire-checklist which uses a 5-point likert scale in which

the respondents will use to answer questions regarding the study.

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Setting of the Study

This research entitled “lmpact of Shopee Vouchers on the Buying Behavior

of Grade 12 ABM Learners” will be take place at Morong National Senior High

School, Morong, Rizal during the School Year 2022-2023.

As of now, Morong National High School is located at T. Claudio St. Brgy.

San Juan Morong, Rizal.

Morong National High School is established in year 1997-1998. The public

school has junior high and the senior high. A junior high is comprised of grade 7-

10, while in senior high there is grade 11 and 12 with different strand to offer.

The different strand in senior high is Accountancy, Business, and

Management (ABM), Science and Technology Engineering Mathematics (STEM),

Humanities and Social Sciences (HUMSS), Technical Vocational and Livelihood

(TVL), and lastly, General Academic Strand (GAS).

As of this year 2022-2023, the total number of grade 11 students is with the

total of enrolled in senior high school students.

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4 Storey School
Canteen
DEPED Gate to Junior High
School School

Building Gym

SMAW

Laboratory
4 Storey

DEPED

School

Building
4 Storey Ynares Type

DEPED Building
EIM
School
Laboratory
Building Caregiving

Laboratory
Administration

Building

School Main Gate

Figure 1

Vicinity Map of Morong National Senior High School

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Subject of the Study

The study aims to determine the Impact of Shopee Vouchers on the Buying

Behavior of Grade 12 ABM Learners.

The respondent of the study will be the 53 out of 113 total population of

ABM learners of Morong National Senior High School who uses shopee application

and shopee voucher. The researchers will use simple random sampling in finding

respondents in answering question regarding the study. The researcher selected

the population of the respondents by utilizing a messenger poll in every group chat

of section A to E that everyone can access, then by using the slovin’s formula, we

got the sample which will be the respondents of the study. The researchers will

randomly select respondents in every section of ABM learner in grade 12. The five

section of ABM strand are Aristotle, Bourdieu, Confucius, Descartes, Engels, and

Freud. following that, the researchers used the fish bowl method to generate a list

of names of people who would respond to the questionnaire-checklist as the study

progress.

Sources of Data

The sources of data of the researchers include articles, research materials,

internet sources, and questionnaire-checklist. The aforementioned are used in

gathering data in conducting the study and serve as references and guide for the

researchers.

In this study, the researchers will conduct a questionnaire-checklist

following the study’s purpose, which is to determine the impact of shopee vouchers

on the buying behavior of grade 12 ABM learners. The study will make use of

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close-ended questionnaire-checklist, therefore the respondents will be checking

the appropriate boxes of the questions and statement as to their perception with

regards with the study’s variables. Using these questionnaire-checklist, the

researchers will be able to discover all the data gathered from the chosen

respondents. The questionnaire is an effective data collection tool for the

researchers.

The table below shows the votes from the poll about the ABM learners who

uses shopee application and shopee voucher in purchasing in shopee to see the

total population of the study.

Section Use shopee Use shopee Respondents

application voucher

Aristotle 23 votes 23 votes 11 learners

Bourdieu 20 votes 20 votes 10 learners

Confucius 21 votes 21 votes 11 learners

Descartes 20 votes 20 votes 10 learners

Engels 28 votes 28 votes 11 learners

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Procedures of the Study

The researchers work into planning the topic to be conducted that is

relevant in the present by researching and acquiring knowledge regarding the

envisioned topic they wanted to present. The major components of the study which

are introduction background of the study, statement of the study, hypothesis, and

frameworks are developed through gathering of data and shaping the study by

putting only relevant information. The researchers recognize several studies and

literatures in the subject of the study, and they also investigated, analyzed, and

evaluated all of the materials to pinpoint any gaps that needed to be addressed.

The researchers used a 5-point Likert scale for the respondents to reflect

their perceptions on the questionnaire-checklist. Strongly agree, agree, neutral,

disagree, and strongly disagree are the possibilities on the 5-point Likert scale.

Before the researcher sent the questionnaire-checklist to the respondents, it was

approved by the two experts and one language critic.

Following data collection, it will be analyzed mathematically and statistically

to produce results and conclusions about the findings of the data collected from

the respondents.

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Statistical Treatment

For the analysis and interpretation of data, appropriate statistical

treatment will be use.

To determine the profile of the respondents in terms of: economic status,

frequency and percentage was used.

To determine the impact of shopee vouchers to the buying behavior of

grade 12 ABM leaners in terms of: appeal, viability, satisfaction, and relative

advantages, mean was used.

To determine the significant difference on the impact of shopee vouchers to

the buying behavior of grade 12 ABM learners with this respect to the appeal,

viability, satisfaction, relative advantages in terms of economic status, two-way

ANOVA was used.

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 QUESTIONAIRE CHECKLIST
I. Demographic Profile of the Grade 12 ABM Leaners- Respondents
Directions: The researcher is currently conducting a research entitled, “IMPACT
OF SHOPEE VOUCHERS ON THE BUYING BEHAVIOR OF GRADE 12 ABM
LEAERNERS”. Please answer the questionnaire honestly and without any mental
reservations checking (✔) appropriate boxes. Your responses will be treated with
utmost concern and confidentiality.

Name: (optional) ________________________________________________

School: _______________________________________________________

Economic Status:
Lower Class P5,000
Middle Class P10,000-50,000
High Class P55,000- above

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II.

Direction: Please answer the questionnaire honestly by ticking (✔) the

appropriate boxes as to your perception to the appeal of shopee
vouchers.

Legend:
5 – Strongly agree (SA)
4 – Agree (A)
3 – Neutral (N)
2 – Disagree (D)
1 – Strongly Disagree (SD)

5 4 3 2 1
Appeal
(SA) (A) (N) (D) (SD)
1. With the accessibility of favorable
voucher promos, consumers get
incredible deals out of shopee.
2. Shopee provides daily voucher which
motivates buyers to buy frequently.
3. Buying big number of products equate to
big discount of voucher.
4. The usage of multiple voucher in a single
checkout motivate you to buy the
product.
5 4 3 2 1
Viability
(SA) (A) (N) (D) (SD)
1. Consumers can easily apply voucher in
their purchases when they are checking
out their product.
2. In a single store, the consumers can
apply voucher for all the products that
they will purchase.
3. Consumers can redeem vouchers in the
present and use it later.
4. Consumers can easily find vouchers that
they can use at checkout because of
shopee notification and shopee social
media updates.

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 5 4 3 2 1
Satisfaction
(SA) (A) (N) (D) (SD)

1. Redeeming of shopee is entertaining.

2. Consumers feel smart in purchasing

product in discounted price
3. When the product arrived knowing that
they paid less than the original price,
consumers feels fulfilled.
4. Products with vouchers are attractive to
the consumers when advertised.
5 4 3 2 1
Relative advantages
(SA) (A) (N) (D) (SD)
1. Using shopee vouchers saves the
consumers money.
2. Using shopee vouchers allows consumer
to make purchase of other products.
3. The flash deals offer good value and are
often more available to the consumers.
4. Consumers become a loyal customer to
stores in shopee who consistently gift
vouchers.

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 Republic of the Philippines
Department of Education
REGION IV-A CALABARZON
SCHOOLS DIVISION OF RIZAL
MORONG NATIONAL SENIOR HIGH SCHOOL
Morong, Rizal

CERTIFICATE OF CONTENT VALIDATION

This is to certify that the following have validated the content of the researcher-made
questionnaire-checklist. For the study entitled, IMPACT OF SHOPEE VOUCHERS ON
THE BUYING BEHAVIOR OF GRADE 12 ABM LEARNERS.

NAME: DESIGNATION SIGNATURE DATE

JOSE JOHN S.M VOCAL ABM TEACHER ___________ ________

JHOA KIM D.P MENDIOLA HUMSS TEACHER ___________ ________

ERRAND A. VELGADO ABM TEACHER ___________ ________

Address: Juan Sumulong Street, Barangay San Juan, Morong, Rizal

Contact Number: (02) 7-0913045
fb-page: facebook.com/morongshs
e-mail address: morongnationalhighschool1997@gmail.com
“where EDUCATION reigns”

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