Influence of Online Buyer’s Tiktok Viewing

Experiences on Purchasing Decision of CBA

Students of Universidad de Manila

A Research Proposal

Presented to the Faculty of the

College of Business Administration

Universidad de Manila

City of Manila

In Partial Fulfilment

of the requirements for the Subject

Marketing Research

By

Andia, Ma. Jeanilyn

Delgado, Jocy

Evangelista, Necus Jovan

Garcia, Jaeruszeth Jasond

Licerio, Rieniel John

Lumacang, Jayven

Oronos, Jemila

Sartin, Princess

October 2023
 Table of Contents

Abstract iii
Table of Contents iv
Statement of Original Authorship v
Chapter 1: The Problem and its Setting 1
1.1 Introduction 1
1.2 Background of the Study 1
1.3 Purposes 1
1.4 Theoretical/Conceptual Framework 2
1.5 Significance, Scope and Definitions 2
Chapter 2: Literature Review 3
2.1 Topic 1 4
2.2 Topic 2 4
2.3 Topic 3 4
2.4 Summary and Implications 4
Chapter 3: Research Design 5
3.1 Methodology and Research Design 5
3.2 Participants 6
3.3 Instruments 6
3.4 Procedure and Timeline 6
3.5 Analysis 6
3.6 Ethics and Limitations 7
References 9
Appendices 11
Appendix 11
 Statement of Original Authorship

The work contained in this thesis has not been previously submitted to meet requirements
for an award at this or any other higher education institution. To the best of my knowledge and
belief, the thesis contains no material previously published or written by another person except
where due reference is made.

Signature: _________________________

Date: _________________________
 Chapter 1: The Problem and it’s Setting

1.1 Introduction

People nowadays use technologies that have brought a lot of changes in the daily lives of

people that help them to improve their way of living. In the past, business was in the set-up of

traditional commerce. Traditional commerce refers to the commercial transactions or exchange

of information, buying or selling products/services from person to person without use of the

internet which is an older method of business style and comes under traditional business

(GeeksForGeeks, 2020). Doing physical business is time-consuming and is not ideal during

pandemic. Gladly, with the aid of the internet, e-commerce becomes possible. Buying or selling

products using the internet falls under e-commerce (GeeksForGeeks, 2020).

Do you know that TikTok's ad audience can reach around 43.4 million Filipino adults

who use the app—around 37.3 percent of the country's population is among the app's ad

audience (Baclig, 2023). TikTok is known for its numerous viral trends—such as memes, lip-

synced songs, comedy videos and skits, dance challenges, food recipes, food reviews, and others

all of which were popular among Filipino users. (Baclig, 2023) Online shopping has become a

trend, not only to the youth, but also to all ages because it helps buyers to save time and energy.

However, buyers have to be more vigilant and more responsible when using the internet. Tiktok

is one of the platforms where e-business takes place. Tiktok has 1.53 billion users out of which 1

billion are monthly active users. Tiktok is the 6th most popular social media in the world after

Facebook, Youtube ,Whatsapp , Instagram and We Chat in terms of MAUs. (Yellowhead, 2023).
 In able to find the Influence of Online Buyer’s, the researcher aim to know the Influence

of Online Buyer’s Tiktok Viewing Experiences on Purchasing Decision of CBA Students in

Unibersidad de Manila. Purchasing decision is the thought process that leads a consumer from

identifying a need, generating options, and choosing a specific product and brand (Wharton High

School, 2011).

Therefore, conducting this research, the researcher wants to know how Tiktok can help to

provide buyers with credible options and to decide which they wany to purchase a product by

their viewing experiences.

1.2 BACKGROUND OF THE STUDY

The context of this study is to know about the influence of Tiktok viewing experiences to

online buyer’s purchasing decision in CBA students in Universidad de Manila.

Statements of the Problem:

The researcher aims to find the Influence of Online Buyer’s Tiktok Viewing Experiences

on Purchasing Decision of CBA Students in Universidad de Manila. The researchers believes

that the crucial information can be gathered by answering the following questions. It can be

classified by two variables that can be focus on Tiktok Viewing Experiences and the Purchasing

Decisions. Particularly this study aims the following problems:

1. How does online buyers affect the consumer purchasing behaviour?

2. How do online buyers feel satisfaction by watching tiktok contents?

3. What are the influence of Tiktok usage on relationship experience?

Statement of Objectives:

General Objective:

The main objective of this research is to determine the influence of Tiktok viewing

experiences on their purchasing decision through browsing in their personal Tiktok accounts by

interacting within the Tiktok sellers.

Specific Objective:

● To know the specific reasons why they motivate buys on online shops like Tiktok.

● To know the reasons of their satisfaction from viewing contents on Tiktok.

● To measure their time that they consume, the frequency of purchase, the method of

purchase while using the online entertainment applications.

1.3 PURPOSES

The purpose of the research is to determine how Tiktok can help in giving buyers

credible options and allowing them to make buying decisions based on their viewing experiences.

Furthermore, studying Influence of Online Buyer’s Tiktok Viewing Experiences on Purchasing

Decision of CBA Students in Universidad de Manila is likely to understand how TikTok, as a

popular social media platform, influences consumer behavior in the context of online shopping.

Researchers might be interested in exploring how TikTok content, such as product reviews,

demonstrations, or user testimonials, can affect consumers' decision-making processes when it

comes to purchasing products or services online. This research can provide insights into the role
of social media in shaping consumer preferences and behavior, which can be valuable for

businesses and marketers looking to leverage platforms like TikTok for marketing and

advertising purposes.

1.4 CONCEPTUAL FRAMEWORK

It shows the relation between independent variable and dependent variable. The system

approach was used in describing the conceptual framework of the study. The input consists of the

viewing experience of the buyers in Tiktok. After input, buyers will get surveyed to know if the

viewing experience influences their purchasing decision. The process shows the steps on how the

researchers will get the data that will be used in the research.

Hypothesis

Alternative Hypothesis

There is an influence between Tiktok viewing experiences and purchase decision of CBA

students in Universidad de Manila

Null Hypothesis

There is no influence between Tiktok viewing experiences and purchase decision of CBA

students in Universidad de Manila

1.5 SIGNIFICANCE, SCOPE, AND DEFINITIONS

Significance of the Study

In this study, researchers seek to benefit the following:

Future Researchers. This study aims to provide future researchers with a reference to the

Influence of Online Buyer’s Tiktok Viewing Experiences on Purchasing Decision of CBA

Students in Universidad de Manila. Furthermore, this study will serve as a beneficial resource for

researchers who intend to conduct any related research on buyers online shopping decisions.

Online Viewers. This research will also make a contribution for those people who intend

to buy online goods and services by providing them a satisfaction by watching or viewing in

Tiktok shop.

Seller. By adapting this process of research, which is viewing all related products that

selling online, the sellers will benefit by having a profit from those buyers who have been

satisfied by their viewing experiences.

Buyers. Relevant and informative content will be valuable to the consumer. If customers

know what they are purchasing, they will be more engaged.

Scope

The main focus of this research is to know the Influence of Online Buyer’s Tiktok

Viewing Experiences on Purchasing Decision of CBA Students in Universidad de Manila. The

variables that researchers will consider are online buyers that are liking, viewing, replying and

sharing to the post of the sellers, and sharing posts of legit sellers. This study is only limited to

buyers that use Tiktok as a platform for purchasing online in CBA students of Universidad De
Manila. Only those that use tiktok and watch videos demonstrate how their product is used to

attract viewers.

The main source of data will be conducted to those respondents that have been using

Tiktok shop in the past 3 months. The researcher will distribute the questionnaire on hard copy,

but there are some constraints in making this process, one of these are their availability schedule

and not having an interest on the topic by the time that the researchers send the questionnaires.

Definition of Terms

Purchasing decision - the process a customer goes through after determining a need,

coming up with possibilities, and selecting a certain brand and product. (Wharton, 2023)

Online buyers - the process a customer goes through after determining a need, coming up

with possibilities, and selecting a certain brand and product. (Market Business News,

2023) Viewing Experiences - an act of seeing, watching, or taking a look and having

satisfaction. (Cambridge.org, 2023)

Tiktok - a social media service where people can share short videos they have made,

often of themselves doing an activity and including music: Many people will buy

something because they trust the influencers on TikTok and they're loyal to them from a

TikTok account. (Cambridge.org, 2023)

 Chapter 2: Literature Review

This research conducts an extensive literature review and explores various aspects. The

definition of key terms and a review of the literature are provided in this chapter. This chapter

explored relevant research studies accomplished by others working in the same field as the

research described here. The four primary topics of the literature review were the Influence of

online buyers, Tiktok-shop, Viewing Experience, and Purchase Decision. The four themes

contributed to developing a greater understanding of the current study that is relevant to the work

that has been done.

2.1 Influence of online buyers

The consumers’ online shopping behavior is being affected by several factors like

demographic factors, social factors, consumer online shopping experience, knowledge of using

internet and computer, website design, social media, situational factors, facilitating conditions,

product characteristics, sales promotional scheme, payment option, delivery of goods and after

sales services plays an important role in online shopping. (Pandey, Anurag and Parmar,

Jitesh ,2019) The attitudes toward online shopping and intention to shop online are not only

affected by ease of use, usefulness, and enjoyment, but also by exogenous factors like consumer

traits, situational factors, product characteristics, previous online shopping experiences, and trust

in online shopping. (Toñita Perea y Monsuwé Benedict G.C. Dellaert Ko de Ruyter, (2004)

Human factor (no. of visitors to site), Entertainment, informative, irritation, usefulness,

attitude towards website, revisit intention is the important aspect of a good website and it affects

consumer’s online shopping buying behavior. According to Hausman, Siekpe (2008) website
quality has a direct and positive impact on customer satisfaction, and that customer satisfaction

has a direct and positive impact on purchase intentions. According to Bai, Law, Wen (2008)

perceived ease of use; perceived behavioral control, attitude, and perceived usefulness are

essential antecedents in determining online consumer behavior and there are no significant

relationships between trust and online purchasing behavior. According to Azzam Al, Mahmoud

Abdel Fattah (2014) Consumer purchasing decision after reading online comments is a

psychological process combining vision and information processing. As evident from the

literature, much of the research has focused on the outcome and impact of online reviews

affecting purchasing decisions but has shed less light on the underlying processes that influence

customer perception (Sen and Lerman, 2007; Zhang et al., 2010; Racherla and Friske, 2013).

While some studies have attempted to investigate the underlying processes, including how

people are influenced by information around the product/service using online reviews, there is

limited research on the psychological process and information processing involved in purchasing

decisions. The eye-tracking method has become popular in exploring and interpreting consumer

decisions making behavior and cognitive processing (Wang and Minor, 2008).

Although numerous studies have investigated factors that may influence the effects of online

review on consumer behavior, few studies have focused on consumers’ perceptions, emotions,

and cognition, such as perceived review helpfulness, ease of understanding, and perceived

cognitive effort. This is because these studies are mainly based on traditional self-report-based

methods, such as questionnaires, interviews, and so on, which are not well equipped to measure

implicit emotion and cognitive factors objectively and accurately (Plassmann et al., 2015).

Eye-tracking method to explore and interpret consumers’ decision-making behavior and

cognitive processing is primarily based on the eye-mind hypothesis proposed by Just and
Carpenter (1992). Just and Carpenter (1992) stated that when an individual is looking, he or she

is currently perceiving, thinking about, or attending to something, and his or her cognitive

processing can be identified by tracking eye movement. Several studies on consumers’ decision-

making behavior have adopted the eye-tracking approach to quantify consumers’ visual attention,

from various perspectives including determining how specific visual features of the shopping

website influenced their attitudes and reflected their cognitive processes (Renshaw et al., 2004),

exploring gender differences in visual attention and shopping attitudes (Hwang and Lee, 2018),

investigating how employing human brands affects consumers decision quality (Chae and Lee,

2013), consumer attention and different behavior depending on website content, functions and

consumers goals (Boardman and McCormick, 2019).

Measuring the attention to the website and time spent on each purchasing task in different

product categories shows that shoppers attend to more areas of the website for purposes of

website exploration than for performing purchase tasks. The most complex and time-consuming

task for shoppers is the assessment of purchase options (Cortinas et al., 2019). Several studies

have investigated fashion retail websites using the eye-tracking method and addressed various

research questions, including how consumers interact with product presentation features and how

consumers use smartphones for fashion shopping (Tupikovskaja-Omovie and Tyler, 2021).

2.2 Tiktok

Looking into the deeper-rooted reasons behind why are Filipinos so addicted to TikTok.

There isn’t a single reason, but several reasons that feed into and inform each other, fully

explaining the reasons as to why we can’t let go of the app. The platform is engineered to

captivate. TikTok presents content it believes the user will enjoy, ensuring they remain engaged.

The app’s “For You” page becomes a personalized theater, showcasing a near-endless stream of
clips that appeal directly to the viewer’s preferences. The platform distills the drama, humor, and

creativity. Filipinos love into digestible segments, often no longer than a minute. Even more than

that, it’s all accessible from the palm of your hand, with the swipe of your finger. Considering

all of that, it becomes less and less surprising that so many Filipinos spend that much amount of

time on the app. Using TikTok becomes less like a pastime or hobby, and more like a bonding

experience. (Billie Asuncion (2023)

2.3 Viewing Experience

A social media platform called TikTok consists of comprehensive and diverse videos that

empower users to upload and watch content as they desire. The researchers highly considered

this feature which led them to explore the deliverance of marketing campaigns created on

TikTok. In a more profound sense, since countless brands are scrutinizing TikTok to gather their

consumers, the purpose and objectives of this study determined the effect of brand awareness

and brand recall on the purchase intention of millennials. Furthermore, marketing campaigns

trigger their purchase intention. This study is deemed a resource to business owners, marketing

students and professionals, and academic institutions that hope to generate further information on

the existence of TikTok and its marketing advantage. (Gesmundo, M. A. G. Jordan, M. D. S.,

Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., & Bandojo, A. J. P. (2022)

TikTok has grown significantly over the years as it beat Google as the number one visited

website globally. With at least 98.4% of Filipinos watching any kind of online video content on

the internet, TikTok could be one of the most effective ways to promote products and services to

people in their 20s. Some brands in the Philippines are also starting to consider TikTok

marketing as part of their digital marketing strategy. With the popularity of this platform, many
websites also started to adopt short-form videos. A number of different brands are using social

commerce platforms to boost their sales. Truelogic Marketing (2022)

2.4 Purchase Decision

According to Alvin B. Barcelona*, Rhea Jane G. Angeles, Carmhiella A. Clemente, Sam Rhoy

B. Dela Cruz, Renoa Lorraine O. Malimban, Jean Erika G. Santos, Jian Carlo D. Tan (2022) The

study enables consumers, especially the young, to be enlightened on the possible impulse

purchases they overlooked while scrolling and adding items to their shopping carts. Through the

appealing offers of online shopping platforms like discounted items, promo deals, and other

tactics that can entice shoppers, they are taking advantage of what leads them to purchase

unwanted products and do impulsive buying. Furthermore, the study also recommends to online

shoppers that they need to be wiser and more observant of the things they are buying online for

them to have a more efficient and gratifying shopping experience.

TikTok Shop stands as a promising frontier, reshaping how consumers in the Philippines and

beyond engage with brands and make online purchases. The TikTok algorithm is designed to

prioritize user preferences, making content discovery seamless and tailored. By creating

engaging and relevant content on TikTok Shop, businesses can organically connect with users

who are genuinely interested in their offerings. The seamless integration of e-commerce within

the platform enables businesses to feature products directly in their content, allowing users to

make purchases without leaving the app. Additionally, businesses can leverage TikTok’s

interactive elements, like shoppable tags and links, to guide users toward making informed

purchasing decisions, ultimately boosting sales and conversions. Locad Team (2023).
Summary and Implications

When it comes to influence over purchases, TikTok differentiates itself from other social media

websites. Innovative and genuine product presentations,that possess the potential to draw in

audiences. It's important to remember that TikTok's viewing influence on purchasing decisions

can change based on the good or service being promoted. TikTok product demos typically elicit

good reactions from viewers. TikTok's short-form content video format makes it easy to create

visually appealing and fascinating product demos that draw in viewers. Also, buyers are more

likely to believe recommendations and are more responsive to influencer marketing. It's crucial

to remember, though, that consumers may also be uncertain of traditional advertising and may be

more inclined to conduct independent research prior to making a purchase. Everything

considered, TikTok can be a useful tool for marketers looking to promote their goods and

connect with consumers; nevertheless, in order to gain viewers' confidence, it's critical to

approach the site with honesty and sincerity. TikTok can be an effective tool to gain knowledge

regarding new products and making wise purchases.

 Chapter 3: Research Design
The researchers conducted a study at Universidad De Manila's CBA Students (UDM). A

considerable portion of CBA students use TikTok Shop, where the researchers collected their

data. The platform was used by CBA students, and this resulted in the researchers receiving a ton

of valuable data. The researchers managed to find out the data they needed for their investigation

by going through this procedure.

3.1 Methodology and Research Design

3.1.1 Methodology

This study, which utilizes the descriptive research methodology, aims to determine the

influences of online buyers' Tiktok viewing experiences on purchasing decisions, of CBA

students at Unibersidad de Manila with a specific focus on the various factors that influence their

decision-making process.

3.1.2 Research Design

The design used in this research is quantitative because the TikTok viewing experiences

of online buyers influences their purchasing behavior, including the amount of time, the

frequency, and the way they buy when utilizing online entertainment applications.

3.2 Participants (assumptions)

This participants in this study are the CBA Students in Universidad De Manila. Through

surveys and conversations with students, this seeks to understand how TikTok viewing affects

their purchasing decisions. The researchers plan on submitting a letter to the office of the dean of

Universidad de Manila's College of Business Administration to determine the precise number of

CBA students by studying this research.

3.3 Instruments

The researchers used questions and answered them through survey forms. The

questionnaire is a set of orderly arranged questions prepared to be answered by a group of people

to collect facts and information. We used the Likert Scale Method in the survey questionnaires to

specify the level of agreement of the respondents to the statement. In this study, the items in all

scales were measured on a five-point Likert-type scale ranging from “strongly disagree” (1) to

“strongly agree” (2) Disagree (3) Neutral/Undecided (4) Agree (5) Strongly Agree.

The data analysis method used during the study was quantitative research analysis. The

goal of quantitative research is to understand various choices and people. This method attracts

many researchers because of its speed and efficiency in collecting and gathering data. It enables

the researchers to process and analyze data.

Likert Scale.

The following Likert Scale serves as the guide for interpreting the data gathered.

Scale Weighted Means Corresponding Remarks

5 - Strongly Agree

4 - Agree

3 - Neutral

2 - Disagree

1 - Strongly Disagree
3.4 Procedures and Timeline

In this process of research, the researchers seek a survey of CBA Students of Universidad de

Manila as a respondent. The researchers gathered data using the survey method to know the

significance of the research problem. Questionnaires are distributed to the respondents of

Universidad de Manila. After they answered them, the researchers collected the data personally.

The researcher checked the results in tabulated form.

The researchers use the internet almost every day to search for related information

to get the necessary relevant data for the study.

3.5 Analysis

Following the defense, this study will be referred to.

3.6 Ethics and Limitations

The ethical consideration of influencing online buyers, particularly CBA students,

through TikTok viewing experiences on their purchasing decisions involves the data that do not

disclose any affiliations or sponsorships in TikTok content related to products that should ensure

transparency, to build the trust of respondents to avoid deceptive influence.

Limitations of this study may include potentially biased content, limited information, and

the challenge of ensuring education relevance in the influence process.

3.7 References

Foreign Literature & Studies

Factors Affecting Consumer's Online Shopping Buying Behavior

Pandey, Anurag and Parmar, Jitesh (2019)

Investigate the factors affecting consumer’s online shopping behavior.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3308689

What drives consumers to shop online? A literature reviewed

Toñita Perea y Monsuwé Benedict G.C. Dellaert Ko de Ruyter, (2004)

Increase researchers' understanding of consumers' attitudes toward online shopping

https://research.monash.edu/en/publications/what-drives-consumers-to-shop-online-a-literature-

review

The effect of web interface features on consumer online purchase intentions

Hausman, Siekpe (2008)

Effects of environmental internet features on internet purchase intention.

https://docs.google.com/spreadsheets/d/15u9dslkgsfmrl9fsndtxvz5cjcdjeqceupvuuuagk2m/edit#g

id=1833478367

The Impact of Website Quality on Customer Satisfaction and Purchase Intentions

Bai, B., Law, R. and Wen, I. (2008)

The relationship between website quality and online shopping of E-tail stores

27, 391-402. https://doi.org/10.1016/j.ijhm.2007.10.008

https://www.scirp.org/(S(lz5mqp453edsnp55rrgjct55.))/reference/referencespapers.aspx?referenc

eid=2173593

Evaluating The Antecedents Of Online Consumer Purchasing Behavior

An Empirical Study Based On Theory Of Planned Behavior

Abdel Fattah Mahmoud Al Azzam (2014)

Department of marketing, Zarqa University, Zarqa, Jordan

https://www.researchgate.net/publication/284125419_

Local Literature & Studies

Why Are Filipinos So Addicted to TikTok?

. (Billie Asuncion (2023)

Filipinos love to watch things

https://m2comms.com/2023/08/09/why-are-filipinos-so-addicted-to-tiktok/

TikTok as a Platform for Marketing Campaigns

Gesmundo, M. A. G. ., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V., Castano, M. C. N., &

Bandojo, A. J. P. (2022)

The effect of Brand Awareness and Brand Recall on the Purchase Intentions of Millennials.

Journal of Business and Management Studies, 4(2), 343–361.

https://doi.org/10.32996/jbms.2022.4.2.27

https://al-kindipublisher.com/index.php/jbms/article/view/3314

The Philippine Digital Economy 2022

Truelogic Marketing (2022)

TikTok’s Rapid Rise Continues- TikTok marketing as part of their digital marketing strategy.

https://www.truelogic.com.ph/blog/philippine-digital-economy/

The Role of TikTok’s Shopee Finds’ Videos in the Impulsive

Buying Behavior of Generation Z Consumers

Alvin B. Barcelona*, Rhea Jane G. Angeles, Carmhiella A. Clemente, Sam Rhoy B. Dela Cruz,

Renoa Lorraine O. Malimban, Jean Erika G. Santos, Jian Carlo D. Tan (2022)

College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines

https://www.researchgate.net/publication/365353518_Budolfinds_The_Role_of_TikTok's_Shop

ee_Finds'_Videos_in_the_Impulsive_Buying_Behavior_of_Generation_Z_Consumers

TikTok Shop and the Philippines: A New E-commerce Channel for Filipino Businesses

Locad Team (2023)

Enhanced Discoverability and Brand Exposure- The Benefits of TikTok Shop for Filipino

Businesses https://golocad.com/blog/tiktok-shop-in-philippines/

3.8 Appendices

Appendices A

Displays the two variable of the study which is tiktok viewing experience and purchase decision
Appendices B

Displays the scale that will use to determine the feelings of the respondents