Research Format

Lyceum-Northwestern University Senior High School
"FACTORS INFLUENCING THE DECISIONS OF SENIOR HIGH SCHOOL
STUDENTS TO BUY THROUGH E-COMMERCE IN THIS
NEW EMERGING ECONOMY"
A Research Presented to the Faculty of SENIOR HIGH SCHOOL
Lyceum-Northwestern University
Dagupan City
In Partial Fulfillment of the Requirements
for the Subject Daily Research I
Submitted by:
Zulueta, Jonarry B.
Resuello, Jian Alecsa
Palma, Stephanie
Diolazo, Katrina
Franco, Aaron
Namoca, Justine
Ancheta, Gerard
Feb. 15, 2023

APPROVAL SHEET
This Research entitled “FACTORS INFLUENCING THE DECISIONS OF
GRADE 12 STUDENTS TO BUY THROUGH E-COMMERCE IN THIS NEW EMERGING
ECONOMY,” prepared by: Zulueta, Jonarry B., Resuello, Jian
Alecsa, Palma, Stephanie, Diolazo, Katrina, Franco, Aaron,
Namoca, Justine, Ancheta, Gerard in partial fulfillment of the
requirements for the subject Daily Research I, has been examined
and approved by the Committee for Oral Examination.
Date Signed
Adviser:
Examiners:
Accepted and approved in partial fulfillment of the requirements
for the subject Daily Research I.
Date Signed
Dr. MA. MARTHA MANETTE A. MADRID ___________
Principal, Senior High School

ACKNOWLEDGMENT
We would like to acknowledge and give our warmest thanks to
our panel Ma’am Marilou Cayabyab and Ma’am Milane Juguilon who
made this work possible. Their guidance and advice carried our
group through all the stages of writing our project. I would
also like to thank my members for letting our defense to be an
enjoyable moment.
And finally, I would like to thank God, for letting me through
all the difficulties, i have experienced your guidance day by
day. You are the one who let my members finish this defense. I
will keep on trusting you.
The Researchers
ABSTRACT
The marketing industry is implementing different types of
strategy as we go through the most effective way which is e-
commerce as it was highly used during the pandemic. This study
conducted information about what influences buyers’ decisions
that are too authentic or too risky. The dominant explanation
for this strategy is the increased e-commerce population.
Previous research has primarily relied on a cross-sectional
survey of senior high school students and had some web-based
information. We used data from the survey that forms the result
of serious problems as the statistical analysis come up with
4.00 results. Concluded to what has often been assumed, the rise
of e-commerce and its contribution to marketing is largely
attributable to changes in purchasing products online.

TABLE OF CONTENTS
Page
TITLE PAGE ......................................... 1
APPROVAL ........................................... 2
ACKNOWLEDGMENT ..................................... 4
ABSTRACT ........................................... 5
CHAPTER 1: INTRODUCTION
Rationale And Background of The Study ........... 9
Statement of the Problem ........................ 10
Significance of the Study ....................... 11
Scope and Delimitation .......................... 12
Review of Related Literature .................... 15
Theoretical Framework ........................... 16
Conceptual Framework............................. 17
Definition of Terms ............................. 18
CHAPTER 2: METHODOLOGY
Research Design ................................. 20
Population and Locale of the Study .............. 21
Data Gathering Instrument ....................... 22
Data Gathering Procedure ........................ 23
Statistical Treatment of Data ................... 24

CHAPTER 3: RESULTS AND DISCUSSIONS
Results and Discussions ........................ 25
CHAPTER 4: SUMMARY, CONCLUSION, AND RECOMMENDATIONS
Summary ........................................ 26
Conclusion ..................................... 27
Recommendations ................................ 28
BIBLIOGRAPHY ...................................... 29
APPENDICES ........................................ 32
A. Letter to the Principal ..................... 35
B. Letter to the Respondents ................... 36
C. Questionnaire ............................... 37
D. CURRICULUM VITAE ............................ 40

CHAPTER I
THE PROBLEM
Background and Rationale of the Study
Online shopping is a phenomenon gaining greater
prominence and a rapidly developing process, which is becoming
an integral part and future of consumers’ life. Therefore,
inevitably our future is related to everything that is able to
facilitate our lives, allows quick transition and implementation
of innovative solutions, saves time and money, and offers
maximum benefits. Latest future ends of online shopping
highlight price and promotion sensitivity; trust and social
interaction (those factors are positively related to the
intention to shop online), and dynamic pricing practiced by
sellers in response to segment and individual-level differences.
Mentioned future trends can be defined as the most important
motivations for shopping online.
The E-commerce model becomes a dominant reality and
choosing an electronic business model allows to increase
business efficiency and create a new trade channel with an
easier and more targeted reach of the relevant consumer groups,

also to set a foundation for new products and services. A new
wind of innovations changes will continue changing consumption
patterns.
Thus, understating what influences online shopping and
what kind of e-consumer behavior stimulates online shopping
decisions are the key tools of competition in a virtual space.
Understanding consumers and factors affecting their online
shopping behavior are widely studied from various scientific
angles, which can help establish the main factors thereof. It
also influences a number of other phenomena, such as the
country’s level of development, generation, traditions, etc.
According to Park, Chung, and Rutherford (2011), e-
vendors providing this kind of contact alternatives to their
consumers are assessed as having so-called e-contact centers.
When comparing e-contact centers to traditional ones, they
provide a broader focus including comparable and expanded
services, all provided without face-to-face consumer interaction
(Park et al. 2015; Park, Chung, and Rutherford, 2011). Further
on, e-contact centers enhance the relationship between e-vendors
and e-consumers by providing social values and quality
interpersonal service to consumers, which are of great strategic
importance for e-vendors in building consumer e-loyalty and
trust (Park et al. 2011).

Social media has emerged as a crucial tool for companies
in a growing number of their value chain activities. It is
according to Aichner and Jacob (2015), not only an optional
element in the promotional mix but a mandatory element within a
companies’ marketing strategy. In January 2014, Facebook.com was
the largest global social network with approximately 1.2 billion
active users monthly and an annual growth rate of 18 percent.
According to Aichner and Jacob (2015), 728 million of Facebook’s
registered users log in to their accounts every day in order to:
post; comment; share; and like activities. These figures confirm
the ongoing success story of online social networks and social
media.
According to Aichner and Jacob (2015), social media are
web-based applications and interactive platforms that facilitate
the discussion, creation, modification, and exchange of user-
generated content. Social media is not only limited to social
networks like Facebook but includes a total amount of thirteen
The reasons why consumers choose online shopping are
also studied from the point of view of various aspects. This
means that business developers, who can quickly grasp and
understand consumer behavior and factors influencing their
shopping habits, will have an opportunity to attract more
consumers, stabilize their position on the market and increase

revenue. Moreover, online technological progress caused a
remarkable growth of online trade and improved the level of web
interaction: a possibility of online communication, posting and
searching for information, and sharing experiences on social
networks, as a consequence of consumers’ expectations of an
equivalent response for online shopping.
Statement of the Problem
This study aims to determine the effects of e-commerce
buying on the marketing decisions/strategies of senior high
school students consuming in e-markets.
1. What is the demographic profile of the selected senior
high school students of Lyceum Northwestern University.
a. Age
b. Gender
c. Strand
2. What are the advantages and disadvantages of buying
online.
3. What are the effects of buying through e-commerce in
actual markets.
4. Factors of e-markets that affects consumers
Significance of the Study

This study, when successfully conducted and completed,
will benefit the following:
The students. This study about buying through e-commerce
of students will help them know a lot about e-markets in the new
emerging economy as they were the most beneficial in this
generation. The students can gain additional knowledge about how
businesses work through e-markets.
Future Researchers. Future researchers can benefit from
this study by using it as a reference for more studies in the
future.
Scope and Delimitation
This study focuses on how senior high school students buying
through e-commerce affects their decisions as it was widely used
in this generation.
Definition of Terms
The following are defined for better understanding and
clear interpretations:
• E-commerce- also known as electronic commerce or internet
commerce, refers to buying and selling goods or services
using the internet and transferring money and data to
execute these transactions.

• Emerging- newly created or noticed and growing in strength
or popularity.
• Economy- the wealth and resources of a country or region,
especially in terms of the production and consumption of
goods and services.
• Influencing- "to affect or change someone or something in
an indirect but usually important way."
• Factors- a circumstance, fact, or influence that
contributes to a result or outcome.
• Phenomena- a fact or situation that is observed to exist or
happen, especially one whose cause or explanation is in
question.
Review of Related Literature
Theoretical Framework
This study examined only in general terms and thus
findings are not necessarily applicable to particular e-commerce
stores. Practical implications reflect on attributes and factors
identified by this study. It could help website developers and
owners of electronic shops. They might have to change their e-

business development strategies by focusing on consumers and
creating possibilities to make purchases in a convenient, safe,
and quick manner, and this way create added value and benefits
for the consumers. Electronic shops should invest in further
research on understanding consumer behavior, future
technologies, and possible changes.
Conceptual Framework
According to Macharis Luther (2014), the importance of
logistics within e-commerce has largely increased among
consumers shopping online, mainly due to a globalizing market
and technological innovation. Further on, Singh (2014)
highlights that well-developed e-logistics will lead to benefits
in improving e-consumer satisfaction and willingness to
purchase.
FACTORS INFLUENCING THE DECISIONS OF SENIOR HIGH SCHOOL STUDENTS
TO BUY THROUGH E-COMMERCE IN THIS NEW EMERGING ECONOMY
INPUT PROCESS OUTPUT
The profile of the

students along: Ways or measures
to be suggested to
a. Age; prevent students
b. Gender; - Survey
- Questionnaires from the
c. Strand; disadvantages of e-
commerce
Factors of buying consuming.
through e-commerce
in Senior High School
students.
Figure I
Figure 1. of this study contains an input, process, and output
in which the input contains the information needed to be
gathered, the process contains the process used to gather data
which is the survey questionnaires, and the output.

CHAPTER II
METHODOLOGY
This chapter presents the research design, sources of
data, instrumentation and data collection, and tools for data
analysis relative to the different sub-problems raised in the
study.
Research Design
The study used a descriptive quantitative research
design to compare and determine the factors influencing the
decisions of Senior High school students to buy through e-
commerce in this new emerging economy to the Senior High school
students of Lyceum-Northwestern university. The research design
was chosen to determine if the Senior High School students at
Lyceum-Northwestern University are comfortable buying products
online by conducting survey questionnaires through Face-to-Face
surveying.
Population and Locale of the Study

Table 1
Distribution of Respondents
Strand # Of respondents
STEM 28
ABM 6
HUMSS 16
TOTAL 50
Data Gathering Instrument
In this study, the instruments used to have the given
information are survey questionnaires given by the researchers
to gather all the necessary data needed to answer the problems
in the study.
The factors that affect consumer online shopping have
been disclosed through quantitative research by analyzing data
collected via a web‐based questionnaire survey. The sample
consisted of 50 respondents of senior high school students
consumers who were purchasing online.
Data Gathering Procedure

Statistical Treatment of Data
Responses were gathered and treated with the appropriate
statistical tools. To answer sub-problem 1, on the …. the
researcher employed frequency count and percentage in order to
identify the figure for each concern. The formula is:
P = __ƒ__ x 100
where:
P = percentage
ƒ = frequencies
n = total number of respondents
To answer sub-problem 2, on the …, the average weighted
mean was used. The formula is:
AWM = ∑ƒx
Where:
AWM = average weighted mean
ƒx = distribution of frequencies
n = total number of respondents
Below is the interpretation using the descriptive
equivalent on reliability.
Scale Statistical Range Descriptive Equivalent (D.E.)
5 4.21 – 5.00 Strongly Agree
4 3.41 – 4.20 Agree
3 2.61 – 3.40 Neutral
2 1.81 – 2.60 Disagree
1 1.00 – 1.80 Strongly Disagree

CHAPTER III
RESULTS AND DISCUSSIONS
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents the summary of findings,
interpretation, and results of the data, the analysis of data
gathered along the different sub-problems raised in this study
RESPONDENT'S GENDER
The Pie Chart indicates that the survey questionnaires
that were provided were answered by 30 females which contain 60%
of the respondents, 19 male 38%, and 1 respondent is LGBTQ+
which contains the remaining 2%.
RESPONDENT’S STRAND
SHS GRADE LEVEL Of RESPONDENTS
The graphics indicate the results of compounding
respondents’ level of grade, which says the majority of
respondents were grade 11 students that have the 58%, and the
remaining 42% were grade 12 students who responded.
AGE OF RESPONDENTS
The Pie Chart shows the percentage of the results of age
for each student who responded. 17 years old Students were the
majority that has the 56%, followed by the percentage of
students with the age 16 that has 30%, also 12 % for students
that are 18 years old, and lastly 2% for 1 respondent with an
age of 19
1 2 3 4 5 Total WM D.E
#1 3 2 69 64 35 174 3.48 S
#2 3 2 54 72 50 183 3.66 S
#3 3 0 33 76 83 200 4 S
#4 3 10 57 68 30 172 3.44 S
#5 2 22 81 36 5 156 3.12 MS
#6 4 10 87 44 5 156 3.12 MS
STATISTICAL ANALYSIS (SOP #2)
The table shows the results of statistical analysis for
SOP #2 which came up with the highest number of results has a
4.00 weighted mean and has 3.12 results as its lowest.

1 2 3 4 5 WM D.E
#1 4 42 66 60 40 3.44 S
#2 3 4 54 80 35 3.52 S
#3 3 4 51 66 65 3.66 S
#4 3 12 69 60 15 32 S
#5 2 6 57 64 50 3.58 S
STATISTICAL ANALYSIS (SOP #3)
The statistical analysis for the effects of buying
through e-commerce came up with the highest results containing a
3.66 weighted mean, and for its lowest resulting weighted mean
is 3.2.
CHAPTER IV
SUMMARY, CONCLUSION, AND RECOMMENDATIONS
This presents the summary of findings, the conclusions
drawn based from the findings, and the recommendations offered.
SUMMARY
This article aims to acquire an overview of the factors
that influence consumers’ decision-making to shop online and
envisage future perspectives of e-commerce. There is a set of
shopping online decision factors which should be taken into
consideration. This article focuses on highlighting four
factors’ groups such as customer satisfaction, operational,
logistic, and technological factors, which are proposed in the
conceptual framework. This research utilizes quantitative
methods to test the conceptual framework of consumers’ online
shopping decisions. Research design is based on a two-step
research process. The first stage reveals the factors, which
influence the choice of consumers shopping online decision
according to demographic-social factors. Factors are detailed by
the application of a qualitative study and the organization of
an online survey.
CONCLUSION
This study may be valuable for online retailers, as it
will help them to attract consumers and enable them to better
form their e-marketing strategies allowing them to understand
the consumers’ changing needs and lifestyles as well as to
attract them with regard to their online shopping experience.
The purpose of this study is to acquire an overview of
the factors, which influence consumers’ decision-making to shop
online and envisage future perspectives of e-commerce. There is
a set of shopping online decision factors which should be taken
into consideration. This article focuses on highlighting four
factors’ groups such as customer satisfaction, operational,
logistic, and technological factors, which are proposed in the
conceptual framework. This research utilizes quantitative
methods to test the conceptual framework of consumers’ online
shopping decisions. Research design is based on a two-step
research process. The first stage reveals the factors, which
influence the choice of consumers shopping online decision
according to demographic-social factors. Factors are detailed by
the application of a quantitative study and the organization of
an online survey.
RECOMMENDATIONS
This study attributes identified by this study could
help e-business developers to form their marketing strategy and
identify and remove the main obstacles to creating a highly
convenient online shopping service for customers. Online stores
can devote valuable corporate resources to better mapping online
consumers’ behavior, future technologies, and developments.

BIBLIOGRAPHY
https://journals.researchsynergypress.com/index.php/ijebce/artic
le/view/424
https://www.mdpi.com/0718-1876/16/6/125/htm
https://www.investopedia.com/terms/e/ecommerce.asp
https://www.techtarget.com/searchcio/definition/e-commerce?amp=1
https://www.philstar.com/business/2022/11/06/2221739/e-commerce-
vital-tool-economic-development-dti/amp/
Appendix A
Letter to the Principal

Appendix B
Letter to the Respondents

Appendix C
Questionnaire
Name (optional): _____________________ Gender: _________
Age: ________ Grade: __________ Strand: ____________
Instructions: Please read carefully and kindly check the box for
your answer.
What are the products you mostly purchase online?
□ Food
□ Household Supplies
□ Personal care products
□ Clothes
□ Techno Devices
□ Other/s: _____________________
What Mode of Payment do you usually use?
□ Cash on Delivery
□ Debit/Credit Card
□ Wire Transfer
How often do you purchase online?

□ Always
□ Sometimes
□ Never
Do the products/services you purchase online satisfy your
expectations over what you see physically?
□ Yes
□ No
□ Sometimes
1. Was purchasing through e-commerce a more efficient way of
buying?
□ Yes
□ No
2. Do you agree that buying through e-commerce is affecting our
buying strategies?
□ Yes
□ No
Instructions: Please read carefully and kindly check the
corresponding box for your answer.

(Please Select the number that best represents you, on a scale
of 1 being you strongly disagree, and 5 being you strongly
agree.)
3. What are the advantages and disadvantages of buying online?
1 5
2 3 4
(Strongly (Strongly
(Disagree) (Neutral) (Agree)
Disagree) Agree)
E-commerce is a
good way of
purchasing
products and
services.
E-commerce is an
alternative way of
buying.
Social media has a
big contribution
to e-commerce.
E-commerce lessens
your actions on
buying.
Details of
products in online
stores are to be
trusted.
Buying through e-
commerce satisfies
your expectations.
Appendix D
Curriculum Vitae
Jonarry B. Zulueta
Date of Birth:
Address:
Nationality:
Email: zuluetajonarryash@gmail.com
EDUCATIONAL BACKGROUND
Senior High school
Strand Taken
Name of School (Years attended)
Address of School
Junior High School
Address of School
Elementary
Address of School
SKILLS

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Lyceum-Northwestern University Senior High School

"FACTORS INFLUENCING THE DECISIONS OF SENIOR HIGH SCHOOL

STUDENTS TO BUY THROUGH E-COMMERCE IN THIS

NEW EMERGING ECONOMY"

A Research Presented to the Faculty of SENIOR HIGH SCHOOL

In Partial Fulfillment of the Requirements

for the Subject Daily Research I

Resuello, Jian Alecsa

Feb. 15, 2023

This Research entitled “FACTORS INFLUENCING THE DECISIONS OF

GRADE 12 STUDENTS TO BUY THROUGH E-COMMERCE IN THIS NEW EMERGING

ECONOMY,” prepared by: Zulueta, Jonarry B., Resuello, Jian

Alecsa, Palma, Stephanie, Diolazo, Katrina, Franco, Aaron,

Namoca, Justine, Ancheta, Gerard in partial fulfillment of the

requirements for the subject Daily Research I, has been examined

and approved by the Committee for Oral Examination.

Accepted and approved in partial fulfillment of the requirements

for the subject Daily Research I.

Dr. MA. MARTHA MANETTE A. MADRID ___________

Principal, Senior High School

We would like to acknowledge and give our warmest thanks to

group through all the stages of writing our project. I would

also like to thank my members for letting our defense to be an

And finally, I would like to thank God, for letting me through

all the difficulties, i have experienced your guidance day by

will keep on trusting you.

The marketing industry is implementing different types of

strategy as we go through the most effective way which is e-

commerce as it was highly used during the pandemic. This study

conducted information about what influences buyers’ decisions

that are too authentic or too risky. The dominant explanation

for this strategy is the increased e-commerce population.

Previous research has primarily relied on a cross-sectional

survey of senior high school students and had some web-based

of serious problems as the statistical analysis come up with

of e-commerce and its contribution to marketing is largely

attributable to changes in purchasing products online.

TITLE PAGE ......................................... 1

Rationale And Background of The Study ........... 9

Statement of the Problem ........................ 10

Significance of the Study ....................... 11

Scope and Delimitation .......................... 12

Review of Related Literature .................... 15

Theoretical Framework ........................... 16

Definition of Terms ............................. 18

Research Design ................................. 20

Population and Locale of the Study .............. 21

Data Gathering Instrument ....................... 22

Data Gathering Procedure ........................ 23

Statistical Treatment of Data ................... 24

CHAPTER 3: RESULTS AND DISCUSSIONS

Results and Discussions ........................ 25

CHAPTER 4: SUMMARY, CONCLUSION, AND RECOMMENDATIONS

A. Letter to the Principal ..................... 35

B. Letter to the Respondents ................... 36

D. CURRICULUM VITAE ............................ 40

Background and Rationale of the Study

Online shopping is a phenomenon gaining greater

prominence and a rapidly developing process, which is becoming

an integral part and future of consumers’ life. Therefore,

inevitably our future is related to everything that is able to

facilitate our lives, allows quick transition and implementation

of innovative solutions, saves time and money, and offers