SOCIAL MEDIA AND ONLINE SHOPPING BEHAVIOR OF BSBA STUDENTS

AT UM PANABO COLLEGE

Faith Daniel Engalgado1, Glyness Grace Guirra1,

Radjea Gutang1, Joanna Jamis1,
Trexia Mae Sophea Madura1, Stephania Padios1,

Adviser: Sarah Jean O. Cole2

1
Student, Department of Business Administration Education, UM Panabo
College, Panabo City, Philippines
2
Faculty, Department of Teachers Education, UM Panabo College,
Panabo City, Philippines

Email address: guirraglyness@gmail.com

INTRODUCTION

As of the beginning of 2023, there were over 85.16 million internet users
and about 72.5% of the population used social media in the Philippines (Simon
Kemp, 2023). According to a study of GlobalData's e-commerce analytics, the
Philippines has one of the fastest-growing e-commerce markets in Southeast
Asia. From 2015 to 2019, the value of e-commerce transactions increased at a
Compound Annual Growth Rate (CAGR) of 26.4% (GlobalData Banking and
Payment Intelligence Center, 2019). Online shopping has been increasingly
popular among college students, they are also more prone to addiction to online
shopping. College students now exhibit an online shopping addiction tendency
(OSAT) that is too severe to ignore (Li H et al., 2022). Controlling their internet
purchasing habits can be difficult for certain individuals. Many consumers have a
tendency to adopt negative purchasing habits due to convenience and ease of
access, which has an impact on their financial situation. Furthermore, everything
else follows when your finances start to deteriorate. It's possible to accumulate
massive amounts of debt (Singh, 2022).
 In recent decades, millions of individuals worldwide now use internet
shopping as their main way to shop, having previously just been a specialized
activity (Howarth, 2023). Online shopping is the act of making purchases of
goods or services via a computer, tablet, or smartphone on the Internet. A
research estimates that the worldwide Internet retail business is worth $5.2 trillion
and is expanding at a rate of 18.8% per year (Locad Team, 2023). Customers
are influenced to shop online by notable reasons such as easy price comparison,
comfort and relaxed purchasing, less time consumption, and detailed information.
(Agift et al., 2014).

Today, people live in the digital world. Life would be nearly impossible
these days without the Internet, which was formerly the source of information
sharing. E-commerce, social media, and business are all connected through the
World Wide Web. Additionally, as people's lifestyles have evolved, so has the
way they do things—from the conventional to the digital—online shopping is
becoming the new norm (Daroch, 2020) Online shopping has created new
opportunities for businesses operating in the business-to-consumer (B2C) space,
where consumers use the internet to purchase and sell goods electronically
(Masoud, 2013).

Thus, the researchers would like to conduct this study regarding the
influence of social media on the online shopping behavior of BSBA students.
Although there is a growing acknowledgment of the significant impact that social
media has on consumer behavior, there is still a distinct gap about the specific
points of how social media influences student's purchasing behavior. This study
aims to contribute to more knowledge, providing various perspectives on the
complicated relationship between social media influence and students’ online
shopping behavior.

This study holds significant importance in the contemporary digital age,

where the integration of social media and online shopping has become prevalent.
Firms and marketers looking to customize their strategy can gain useful data by
identifying the particular social media platforms and other factors that have a big
impact on online shopping behaviors especially for students.

Students, through this study, can gain a better understanding of how

social media affects their online shopping decisions, enabling them to make more
informed choices. For parents, the findings may provide insights into their
children's digital consumption habits and guide them in fostering responsible
online shopping behaviors. Teachers, armed with the research outcomes, can
assume the role of mentors, offering guidance on navigating the online
marketplace.

This study is anchored to the theory of McLuhan's Media Theory proposed

by Marshall McLuhan in 1995, a philosopher and educator from Canada, who is
credited with coining the well-known statement "the media is the message,"
contended that media consumption in general, as opposed to media content
specifically, will change people's behavior and the culture at large. (McLuhan,
1995). According to McLuhan, there won't be any differences in the real
messages that individuals communicate via new media. New patterns of
communication, more frequent and interactive, will permanently alter our
behavior. As a result, the media's influence on culture outweighs that of its
substance. The relationship between businesses and consumers has undergone
a significant shift as technology gets more and more incorporated into daily life.
Businesses create strategies after monitoring and identifying the needs,
preferences, buying patterns, and dislikes of the target market using social media
(Khanna, 2016). This suggests that social media has become a widely used and
effective tool to support marketing goals and strategies for firms and businesses,
particularly in areas pertaining to communication, customer relationship
management, and consumer contact. Human and cultural experience are
significantly shaped by the media itself (Peighambari et al., 2016).

Customers use social media due to the advantages it offers. They can
easily find a source of information on the Internet to help them make purchasing
decisions. A number of studies have demonstrated that people's likelihood to
make purchases will rise when they encounter positive product reviews. Social
media serves as a source of information as well as a way for users to stay up to
date on new products and services and trends. They acquired more knowledge
about brands, goods, and potential purchases through social media. Moreover,
they can use social media to share their brand experiences and best products.
Social media offers users the convenience and time-saving ability to begin and
complete their shopping journeys on it. Additionally, social media serves as a link
between customers and brands, serving as a tool to raise brand awareness
among consumers (Thao, 2021).

Another study by Bayaborda and Queyquep (2019) look at how social

media affects Filipino customers' online buying habits. According to the study,
social media has a big impact on how people feel about online shopping and how
likely they are to make a purchase. Although these surveys may not be expressly
focused on university students, it is nonetheless important to note that they offer
important insights into the general trends and online shopping behavior of Filipino
consumers. To completely understand the interests and practices of Philippine
university students when it comes to internet purchasing, more research that
focuses on this topic may be required.

There are several factors or indicators directly or indirectly affecting online

shopping consumer behavior, each is explained below. The first indicator is
Perceived Value, which is a customer's assessment of a product or service's
merits and suitability, particularly in relation to its competitors, as well as how well
it meets their requirements and expectations. Experts in marketing attempt to
sway consumers' opinions about a product's worth by outlining its advantages
over rivals (Kopp, 2020).

The second indicator is firm reputation. A company's "corporate

reputation" is simply its standing in the eyes of the public. However, attempts to
define it more explicitly have been made since the 1980s, with the aim of
separating reputation from similar concepts like corporate image, identity, brand
equity, and status. In an attempt to find a more precise, condensed definition of
business reputation, the business Reputation Review conducted an analysis of
the many definitions in 2005. The final definition is the outcome of observers'
collective evaluations of a company based on analyses of the effects the
company has been linked to over time in terms of the economy, society, and
environment. (Alva, 2020)

The third indicator is privacy. Customer privacy, or consumer privacy,

refers to how sensitive personal data that customers supply during regular
transactions is handled and protected. The internet has developed into a
commercial tool, raising concerns about the privacy of customer data. This type
of information privacy is concerned with the confidentiality and security of a
customer's personal information that is gathered by companies. Since many
customers are concerned about the privacy of their personal information,
businesses adopt guidelines for consumer privacy in order to comply with local
regulations and foster consumer trust (Gillis & Lutkevich, 2023).

The third indicator is trust. Although the market for online shopping is
expanding quickly, there are disadvantages to traditional shopping methods that
must be considered. The trust-related factor among consumers is strongly
influenced by the absence of physical touch with the product, which discourages
consumers from using the online buying method (Lim et al., 2016).

The third indicator is functionality. In order to attract and retain customers,

retailers have narrowed their focus to the development and upkeep of efficient
websites. In an effort to increase returns, they have made significant financial
investments in website functionality (Celik, 2016).

There are 7.7 billion people on the planet, at least 3.5 billion of people are
on the Internet (Ola & Reem, 2018). It is estimated that over two-thirds of internet
users and one-third of the global population use social media platforms. It is now
crucial to know all aspects of online shopping behavior in order to understand the
dynamics that shape the market of today. Being aware of how customers feel
about their online purchases is important since it affects how much people shop
online both positively and negatively (Karim, 2013). Assessing the preferences,
decision-making processes, and motivations influencing people's online shopping
behavior becomes essential.

This study aims to determine how social media influences the online
shopping behavior of BSBA students at UM Panabo College. Additionally, it aims
to identify the level of use of social media with its factors. This study also wants
to ascertain the level of online shopping behavior in terms of perceived value,
firm reputation, privacy, trust, and functionality. Further, this study will determine
if there is a domain in the influence of social media that predicts the online
shopping behavior of BSBA students.

This study's hypotheses will be formulated and tested at a 0.05 level of

significance. The hypothesis states that there is no significant relationship
between social media and online shopping behavior and no domain in social
media use can significantly predict the online shopping behavior of BSBA
students.
 METHOD

Participants

This study will focus on the influence of social media on the online
shopping behavior of students. Three hundred BSBA students of UM Panabo
College will participate in the study. The researchers will select without any
requirements regarding age, gender, and year level. The researchers will select
the respondents using simple random sampling. In this method, the simple
random sample is a randomly selected subgroup of a population in which every
member of the population has an exact equal chance of being chosen using this
sampling technique (Thomas, 2020).

Materials/Instrument

In this study, the instrument we will use to achieve the study's aims is an
adapted questionnaire. The questionnaire will be divided into two parts. The first
part is designed to determine the respondent's data and information, such as
gender, age, and frequency of purchase through social media. The second part
is adapted from Ahmad et al., (2018) and used to determine the respondent's
level of use of social media with its factors and the level of online shopping
behavior of BSBA students in terms of perceived value, firm reputation, privacy,
trust, and functionality.

Moreover, to determine the level of social media and online shopping

behavior of BSBA students at UM Panabo College, the following scale will be
used: a scale of 5 (strongly agree), 4 (agree), 3 (neutral), 2 (disagree) and 1
(strongly disagree). Additionally, the following range will be used to interpret the
responses: 4.50-5.00 is considered as very high and means that measures for
the variable were always observed; 3.50-4.49 is described as high and means
that measures of the variable were commonly observed; 2.50-3.49 means
moderate and interpreted as the measures were sometimes observed; 1.50-2.49
defined as low and means that measures of the variables were slightly observed
and 1.00-1.49 described as very low and means that measures for the variable
were not observed.

Design & Procedure

This study aims to determine the significant relationship between social

media on the online shopping behavior of BSBA students at UM Panabo College.
The correlational research design evaluates the level of use of social media and
online shopping behavior. The correlational research design determines
relationships between variables without the researcher manipulating or altering
any of the variables (Bhandari, 2021).

Furthermore, the researchers will employ the following procedures to

collect the necessary data: 1) the researchers will seek approval from the dean of
the college on the conduct of the research 2); the researchers will then adopt the
survey questionnaire and present it to the advisor for checking and validation. 3)
Once the study is approved, the researchers validated research questionnaires
will be distributed to the respondents. 4) After distributing the questionnaire, the
data will be immediately collected with an appreciation for the respondent's
participation. The researchers will then check if all the needed information is
provided. 5) After distributing and collecting the questionnaire, it will be gathered
for statistical interpretation.

The researchers will use the following statistical tools: Mean, Pearson-r,
and Multiple Regression. The mean is used to determine social media influence
and online shopping behavior. Then, the Pearson-r is used to evaluate the
connection or relationship between social media influence and the online
shopping behavior of BSBA students at UM Panabo College. Lastly, the Multiple
Regression will be used to analyze the relationship between online shopping
behavior and social media influence.
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Bashir, J & Farah, Guled & Ahmad, Mushtaq & Ali, Jamshid & Bashir, Shahid.
(2018). Online Shopping Behaviours among university Students. 228-242.
https://www.researchgate.net/publication/327175534_Online_Shopping_Behavio
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Bayaborda and Queyquep (2019) GlobalData Banking and Payment Intelligence

Center, 2019 https://www.globaldata.com/media/banking/philippines-e-
commerce-market-set-to-reach-us7bn-in-2023-says-globaldata/

Bhandari (2023, June 22). Correlational Research | When & How to Use. Scribbr.
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Daroch, (2020) A Study on factors limiting online shopping behavior of consume.

[online] Emerald Publishing Limited
https://www.emerald.com/insight/content/doi/10.1108/RAMJ-07-2020-0038/full/pd

Hakan, C. 2016. Customer Online Shopping Anxiety within the UnifiedTheory of

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 Survey Questionnaire
(Ahmad, Muqarrab, Turi, J. A. & Bashir 2018)

Title: SOCIAL MEDIA AND ONLINE SHOPPING BEHAVIOR OF BSBA

STUDENTS AT UM PANABO COLLEGE
(Ahmad et al., 2018)

Name: (Optional)
INSTRUCTION: Kindly check your rating based on the scale found below that
best describes your answer to the following questions.

Rating Scale: 5 – Strongly Agree, 4 – Agree, 3 – Neutral,

2 – Disagree, 1 – Strongly Disagree

I.

Demographic Analysis

Description Variables

Gender Male
Female

Age (Years) 19 or under

20-25
26-30
31 and above

Have you ever searched for a product Yes

on the internet? No

Have you ever purchased a product Yes

on the Internet? No

How frequently do you purchase Weekly

online? Monthly
Annually
Once every year
 Missing System

From what product category was your Clothing/Shoes/beauty

last Internet purchase? Computers/electronics/Mobile
Pets/Gardening/ Hobby items
Others
Missing System

II.

Functionality 5 4 3 2 1

The internet provides

the easiest way to
scan the information I
want

I would most likely to

purchase if a website
has easy titles to
understand on each
page that I access.

I would be more likely

to shop on the Internet
if the web site was
easy to use

Web linkage to the

information should be
easy and facilities
customers demand

Privacy 5 4 3 2 1

I would likely to do
online shopping if the
level of online security
is well taken care

A good authentication
of a website leads me
to shopping frequently
from a website
I want the ability to
access my personal
information on the
website to ensure that
it is accurate and
complete

I believe that internet

online shopping will
secure my personal
information

Firm Reputation 5 4 3 2 1

I feel comfortable
shopping at famous
online shops

The name value of the

firm and the products
or services on the web
site is important for
the students

In a general, most
internet vendors are
competent at serving
their customers.

Famous sites provide

a quite brandy high
quality
products/services

Perceived Value 5 4 3 2 1

I find online shopping

useful

I shop at websites
which have online
features that are
customer centered

I tend to compare the

value offered by
different websites
before I make a
purchase

I stick to one website

for my online shopping

Trust 5 4 3 2 1

I feel safe with

transactions in online
shopping sites

I trust the e-tailor

privacy policies
specified on their Web
sites

I would purchase if the

website provides
various types of credit
cards for payment

I do not simply trust

web shopping
because I was conned
before

REFERENCES

Bashir, J & Farah, Guled & Ahmad, Mushtaq & Ali, Jamshid & Bashir, Shahid.
(2018). Online Shopping Behaviours among University Students. 228-242.
https://www.researchgate.net/publication/327175534_Online_Shopping_Behavio
urs_among_university_Students