CHAPTER I

THE PROBLEM AND ITS BACKGROUND

This study delves into the online shopping trends of SHS students at STI

Meycauayan during the academic year 2022-2023, providing insights into their

preferences, motivations, and challenges. Understanding these aspects is crucial for

effectively catering to the skincare needs of this discerning demographic. The findings

of this study will provide valuable insights for online skincare retailers, enabling them

to tailor their marketing strategies, product selection, and customer service offerings

to better resonate with the preferences and needs of SHS students. Moreover, the

study can contribute to developing targeted educational campaigns to empower SHS

students with knowledge and skills to make informed and safe online skincare

purchases.

INTRODUCTION

The Philippines is a country with a rapidly growing e-commerce market, with

an estimated value of USD 10 billion in 2021. This growth is being driven by a

number of factors, including the increasing popularity of smartphones and the

internet, as well as the rising disposable incomes of Filipinos. The online shopping

market for skin care products is particularly dynamic, as consumers are increasingly

turning to online platforms to purchase these products.

SHS students are a key demographic for online skin care shopping. These

students are tech-savvy and have a high disposable income, making them a prime

target for online retailers. In addition, SHS students are often concerned about their
appearance and are willing to spend money on products that can help them achieve

their desired skin care goals.

The rise of e-commerce has significantly impacted the way consumers

purchase goods and services, including skincare products. This shift in consumer

behavior is particularly evident among younger generations, such as senior high

school (SHS) students, who are increasingly turning to online platforms for their

skincare needs. This paper aims to provide a comprehensive analysis of online

shopping trends on skincare products among SHS students at STI College

Meycauayan.

A growing body of research suggests that SHS students are active online

shoppers, with a significant proportion of their purchases made through e-commerce

platforms (Chen & Luo, 2020; Huang et al., 2021). This trend is also evident in the

skincare industry, where SHS students are increasingly purchasing skincare products

online (Park & Kim, 2022). This shift in purchasing behavior can be attributed to a

number of factors, including convenience, price comparison, and access to a wider

range of products (Lim, 2019).

Several studies have explored the motivations behind SHS students' online

skincare purchases. One study found that the most common reasons for purchasing

skincare products online were convenience, price, and product variety (Park & Kim,

2022). Another study found that SHS students were also motivated by the ability to

read product reviews and compare prices online (Lim, 2019).

The popularity of online shopping among SHS students has implications for

skincare brands and retailers. Brands need to develop effective online marketing
strategies to reach this target audience. Retailers need to provide a seamless and

secure online shopping experience to meet the needs of SHS students.

This paper will provide a comprehensive analysis of online shopping trends on

skincare products among SHS students at STI College Meycauayan. The paper will

explore the motivations behind SHS students' online skincare purchases, as well as the

implications for skincare brands and retailers.

CONCEPTUAL FRAMEWORK

Inputs: Process: Outputs:

 Demographic  Identification of  Types of online

factors: Age, online skin care skin care products
gender, needs: Assessment purchased:
socioeconomic of skin type, Cleansers,
status skincare goals, moisturizers,
 Online shopping product preferences serums, sunscreens,
habits: Frequency  Online skin care other
of online shopping, product search:  Frequency of
preferred online Browsing online online skin care
platforms, platforms, purchases:
experience with comparing prices, Monthly, quarterly,
online skin care reading product annually
purchases reviews  Perceived benefits
 Skin care  Decision-making of online skin care
knowledge and process: shopping:
awareness: Evaluating product Convenience,
Understanding of information, affordability,
skin types, skincare considering budget, product variety
routines, product weighing pros and  Challenges faced
ingredients cons in online skin care
 Perceptions of  Online skin care shopping: Product
online skin care purchase: authenticity
shopping: Completion of concerns, price
Convenience, online transaction, comparison
affordability, payment difficulties, lack of
product processing, order physical touch and
authenticity, safety confirmation trial, potential
concerns counterfeit
products
 This conceptual framework outlines the key factors that influence SHS

students' online shopping behavior for skin care products. It highlights the inputs,

such as demographic factors, online shopping habits, and skin care knowledge, that

shape the process of identifying online skin care needs, searching for products,

making decisions, and completing purchases. The framework also identifies the

outputs, such as types of products purchased, frequency of purchases, perceived

benefits, and challenges faced, that provide insights into the outcomes of online skin

care shopping among SHS students.

STATEMENT OF THE PROBLEM

1. What factors influence SHS students' online shopping behavior for skincare

products?

2. What types of skincare products do SHS students purchase most frequently

online?

3. What challenges do SHS students face when purchasing skincare products

online?

4. How do SHS students evaluate the authenticity and quality of skincare products

before purchasing them online?

5. What role do social media endorsements and online reviews play in SHS students'

online skincare purchasing decisions?

6. What concerns do SHS students have about data security and privacy when

purchasing skincare products online?

7. What recommendations can be provided to help SHS students make informed

and safe decisions when purchasing skincare products online?

By addressing the research questions outlined above, this study aims to gain a

comprehensive understanding of the online skincare shopping trends among SHS

students at STI Meycauayan. This understanding will be valuable in developing

targeted interventions and educational campaigns to empower SHS students to make

informed, safe, and beneficial choices when purchasing skincare products online.

HYPOTHESIS

Null and Alternative Hypothesis

SIGNIFICANCE OF THE STUDY

This study addresses a critical gap in the understanding of online skincare

shopping trends among SHS students, a demographic that is increasingly utilizing

online platforms to purchase skincare products. By conducting a comprehensive

analysis of SHS students' online skincare shopping behavior, preferences, and

challenges, this study will provide valuable insights for several stakeholders:

 Online Skincare Retailers: The findings of this study can help online skincare

retailers tailor their marketing strategies, product selection, and customer service

offerings to better resonate with the preferences and needs of SHS students. This

includes understanding their preferred online platforms, product categories, and

purchasing frequency, as well as addressing their concerns regarding product

authenticity, price comparison, and data security.

 Educational Institutions: This study can inform educational campaigns aimed at

empowering SHS students with knowledge and skills to make informed and safe

online skincare purchases. This includes providing guidance on identifying

authentic products, evaluating online reviews effectively, and understanding

skincare ingredients and their impact on different skin types.

 Consumer Advocacy Groups: The study's findings can be used by consumer

advocacy groups to raise awareness about potential risks associated with online

skincare purchases and to advocate for measures to protect SHS students from

misleading marketing practices, counterfeit products, and data security breaches.

 Policymakers: The study's insights can inform policymakers' efforts to regulate

online skincare marketplaces and protect consumers from fraudulent or harmful

products. This includes promoting consumer education, establishing clear

guidelines for product authenticity, and ensuring robust data security measures.

Overall, this study has the potential to make a significant contribution to

enhancing the safety and efficacy of online skincare purchases among SHS students.

By empowering SHS students with knowledge and guidance, we can help them make

informed decisions, protect their skin health, and avoid potential financial and

personal risks associated with online shopping.

SCOPE AND LIMITATIONS

This study focuses on investigating the online shopping trends of SHS

students at STI College Meycauayan during the academic year 2022-2023. The study

will examine the factors influencing their online skincare shopping behavior, the types

of skincare products they purchase online, and the challenges they face when making

these purchases. Data will be collected through an online survey administered to a

representative sample of SHS students at STI Meycauayan. The study is limited to

SHS students at STI Meycauayan, which may not represent the broader SHS student

population in the Philippines.

DEFINITION OF TERMS:

Online Skincare Shopping: The process of purchasing skincare products through

online platforms, such as e-commerce websites or mobile applications.

SHS Students: Senior High School students, typically aged 15-17 years old, enrolled

in the final two years of secondary education in the Philippines.

STI College Meycauayan: A private tertiary institution located in Meycauayan,

Bulacan, Philippines, offering various academic programs, including Senior High

School.

Skincare Products: Topical cosmetic or therapeutic products intended to maintain or

improve skin health and appearance.

Online Shopping Behavior: The patterns, preferences, and motivations associated

with purchasing products through online platforms.

Online Platforms: Websites or mobile applications that facilitate online shopping

transactions.

Product Authenticity: The genuineness and origin of skincare products, ensuring

they are not counterfeit or imitations.

Product Quality: The overall characteristics and performance of skincare products,

meeting industry standards and consumer expectations.

Online Reviews: User-generated feedback and opinions on skincare products posted

on online platforms.

Social Media Endorsements: Public recommendations or promotional messages for

skincare products by influential individuals or brands on social media platforms.

Data Security: The protection of personal and financial information provided during

online transactions.

Privacy Concerns: The apprehension regarding the collection, use, or disclosure of

personal information by online retailers.

Informed Decisions: Purchasing decisions based on accurate and comprehensive

product information, considering individual skin needs and preferences.

Safe Decisions: Purchasing decisions that minimize potential risks, such as

counterfeit products, harmful ingredients, or data breaches.