FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR

OF PUP MARKETING STUDENTS IN MANILA

Bachelor of Science in Business Administration Major in

Marketing Management

2021
I. BACKGROUND OF THE STUDY

Social networks are defined to be websites which link millions of users from all over the

world with the same interests, views and hobbies. On the other hand, electronic commerce has

become one of the essential characteristics of the Internet; online shopping has become the third

most popular Internet activity, immediately following e-mail, and web browsing. Social media is

no longer known as a media that facilitates its users to present themselves on the internet but also

a media to sell products to consumers known as an online shop. It has a lot of advantages and

benefits for both parties. More people say that they prefer online shopping over conventional

shopping these days (Singh & Kashyap, 2007).

Purchase decision is the thought process that leads a consumer from identifying a need,

generating options, and choosing a specific product and brand. It is also a series of choices made

by a consumer prior to making a purchase that begins once the consumer has established a

willingness to buy. In short, the consumers will decide what product they would like to purchase.

In our current situation right now, where a pandemic is worldwide, we are advised to stay

inside our house. A lot of people are doing work from home while some lose their jobs. The latter

part opt to try different jobs to acquire income and this includes putting up online businesses or

maintaining their businesses. This study mainly focuses on the factors affecting online shopping

behavior of the marketing students in Polytechnic University of the Philippines, Manila.

Statement of the Research Problem

The study seeks to determine the factors affecting the online shopping behavior of PUP

Marketing students at Polytechnic University of the Philippines, Manila. Specifically, the study

aims to know the following:

1. Does perceived usefulness significantly affect the online shopping behavior of PUP

Marketing Students in Manila?

2. Does perceived ease of use significantly affect the online shopping behavior of PUP

Marketing Students in Manila?

3. Does attitude significantly affect the online shopping behavior of PUP Marketing Students

in Manila?

4. Does perceived risk significantly affect the online shopping behavior of PUP Marketing

Students in Manila?

5. Does trust significantly affect the online shopping behavior of PUP Marketing Students in

Manila?

6. Does the website design significantly affect the online shopping behavior of PUP

Marketing Students in Manila?

7. Do vendor characteristics significantly affect the online shopping behavior of PUP

Marketing Students in Manila?

8. Does intention significantly affect the online shopping behavior of PUP Marketing

Students in Manila?

9. Do the overall factors significantly affect the online shopping behavior of PUP Marketing

Students in Manila?

Objectives of the Study

The objectives of the study in relation to the Statement of the Problem of the study are as

follows:
 1. To determine if the perceived usefulness significantly affects the Online Shopping

Behavior of PUP Marketing Students in Manila.

2. To determine if the perceived ease of use significantly affects the Online Shopping

Behavior of PUP Marketing Students in Manila.

3. To determine if the attitude significantly affects the Online Shopping Behavior of PUP

Marketing Students in Manila.

4. To determine if the perceived risk significantly affects the Online Shopping Behavior of

PUP Marketing Students in Manila.

5. To determine if trust significantly affects the Online Shopping Behavior of PUP Marketing

Students in Manila.

6. To determine if the website design significantly affects the Online Shopping Behavior of

PUP Marketing Students in Manila.

7. To determine if the vendor’s characteristics significantly affect the Online Shopping

Behavior of PUP Marketing Students in Manila.

8. To determine if the intention significantly affects the Online Shopping Behavior of PUP

Marketing Students in Manila.

9. To determine if the overall factors significantly affect the Online Shopping Behavior of

PUP Marketing Students in Manila.

Significance of the Study

With the help of this study, researchers aim to provide significance and contribution to the

following beneficiaries:

Academe. The study will add insights and knowledge to the research of Vaghela (2017) from

India using different methodologies concerning the factors affecting online shopping behavior.

The result of the study will be based on the insights of Marketing students from the Polytechnic

University of the Philippines-Manila which creates a localized body of knowledge here in the
Philippines.

Marketing Professionals. The results of the study which focused on the important factors like

perceived ease of use, vendor's characteristics, perceived usefulness, website design for online

shopping are beneficial for businesses that will use online platforms as a tool in promoting goods

and services. Moreover, this study will be an opportunity for them amidst the competition from

other businesses.

Businesses. The results of this study could help businesses identify the factors affecting online

shopping behavior of their consumers towards online businesses. With this, businesses will be

able to determine the factors they should recognize in putting up an online business.. Future

Researchers. The information in this study could be used for conducting new research. Through

the help of this study, Future researchers can carry this out by considering other important factors

affecting online shopping behavior of consumers and widen out their respondents.

Scope and Limitation

The study is adapted from the study of Pratiksinh Vaghela with the title “Factors Affecting

Online Shopping Behavior in Surat City”. With limited sources and scope, the researchers

conducted a survey to achieve its goal with the help of 296 marketing students from Polytechnic

University of the Philippines-Manila. Since this study undergoes a pandemic, the behavior of

respondents may vary. Given that the study is performed during the pandemic, the respondents'

integrity in answering the survey questionnaire may also limit the result of the findings.

II. REVIEW OF RELATED LITERATURE

The concept of Electronic Commerce (E-Commerce) has emerged and evolved in the past

years. It became the pioneer of creating convenience for consumers and manufacturers, sellers,

and intermediaries in the distribution of their products and services. As a result, it quickly raises

new ventures in this field to offer several selling platforms online and fill the widening market.
Online Shopping has been generally acknowledged as a new method of buying products and

services. It has also played a prominent role in our society nowadays, creating an attitude and

significant behaviors to most of the consumers. Online shopping attitude refers to consumers’

psychological state in terms of making purchases on the Internet (Li and Zhang, 2002). Online

Shopping contains more positive outputs than conventional shopping, in addition, as technology

advances, it became more popular due to its nature of ease and availability as stated by (Nazir et

al. 2012). The central focus of the study is to determine the factors affecting online shopping

behavior of PUP Marketing Students in Manila.

2.1 Perceived Usefulness

According to Koufaris (2002), both shopping pleasure and perceived usefulness (website)

are important predictors of online repurchase intent. On the other hand, Lee and Lin (2005)

discovered that while shopping delight can improve new customer intent, it does not influence

customer return. In fact, a web store that uses value-added search engine techniques and provides

clients with a challenging experience may boost customers' buying satisfaction. Furthermore, if

more clients return to the online business, their purchasing enjoyment will be decided by their

level of interaction with the goods (Marios Koufaris, Kambil, & LaBarbera, 2001)

2.2 Perceived Ease of Use

Shopping on the internet has its own set of characteristics. According to Huseynov and

Yldrm (2014), the lack of physical interaction is the most significant barrier to online retail

purchases, followed by the privacy of personal information and the security of online financial

transactions. Demangeot and Broderick (2010) also discovered that in this scenario, perceived

ease of use has no bearing on the behavioral pattern, which is impacted instead by security and

privacy concerns. Even if a customer spends hours on the Internet, no relationship is formed

between the customer and the online shop when there is a perceived online risk (Zuroni & Goh,

2012).

2.3 Attitude
 Consumer attitudes of online purchasing are often influenced by two factors: trust and

perceived rewards (Hoque, Ali, & Mahfuz, 2015). As a result, consumer behavior toward online

purchasing appears to be driven by trust and perceived rewards (Al- Debei, Akroush, & Ashouri,

2015; Hajli, 2014).

2.4 Perceived Risk

Perceived Risk is a metric for predicting unanticipated dissatisfaction and disappointment

with purchase decisions based on a buy target, and it's a good predictor of consumer behavior

since people are more likely to avoid prospective failures than to seek purchase

accomplishments. Doni, Dastane, Haba, and Selvaraj (2018; Doni, Dastane, Haba, and Selvaraj,

2018).

In their conference paper regarding their research study on Alibaba.com, Yuan Xu et al.

(2015) suggested that business managers should consider perceived risk as significant as other

criteria such as price. Risk is strongly linked to buying intent; if the risk associated with the

product is high, the purchasing intent will be low, and vice versa.

Arrifin, et al. (2018) describe perceived risks as financial risk, product risk, security risk,

time risk, social risk, and psychological risk. All of these risks are linked to the intention to buy

something online, but the most significant, according to this study, is the social risk.

In his International Conferences, D. Zhou (2012) claimed that there are various elements

that influence a customer's decision to buy something online. One of them is risk perception. If

the danger is minimal, there is a probability that the customer will want to buy online; but, if the

risk is great, there are very few chances that the consumer will want to buy online.

Furthermore, Jiang et al. (2015) claimed that shoppers overlook a number of criteria when

making purchases. Perceived risk is a mediating element in online shopping; it has an impact but

not a direct impact on online purchases.

2.5 Trust
 Trust is even more important in an online environment since its complexity considerably

exceeds that of a traditional one. Online transactions and exchange relationships are defined not

just by uncertainty, but also by anonymity, lack of control, and potential opportunism, according

to Petrovic et al., (2003), making risk and trust key parts of electronic commerce. The majority of

trust in digital environments is related with trust through the Internet, particularly e-commerce. In

these situations, e-trust is frequently reduced to a security issue (Taddeo, 2011).

In the social exchange theory, trust is a key variable, and its presence can improve the

smoothness of the transaction and the buyer-seller relationship (Alaaraj, Mohamed, & Ahmad

Bustamam, 2018; Alaarj, Mohamed, & Bustamam, 2017b, 2017a).

2.6 Website Design

Consumers that shop online prefer to browse shopping websites, gather information about

a product, and then decide whether or not to purchase it (Ou, Shih, Chen, & Wang, 2011). Some

people believe that internet shopping gives them more flexibility and more chances to look at

things, as well as the freedom to make transactions without regard to time, distance, or location

(Stafford, Turan, & Raisinghani, 2004). According to Gurvider Shergill et al. (2005), website

security, reliability, privacy, web design, fulfillment, and customer service are all factors that

influence a client's decision to buy online. According to Nitish Singh, Georg Fassott, Mike C.H.

Chao Jonas, A. Hoffmann, (2006) attitude toward using the web site is shown to have a strong

impact on their intent to purchase from these international websites.

2.7 Vendor’s Characteristics

Gefen (2002) conducted an empirical study to examine the effects of overall online

customer trust in the web vendor on shopping intentions among online customers. Trust in this

study was referred to as perceptions regarding the ability, integrity and benevolence of the party

being trusted. Results showed that the overall trust consumers had on the online vendor

maximized their inclination to purchase from the seller online.

2.8 Intention

The convenience in shopping online and the user-friendly features of an online selling

platform served to increase an individual’s intention to buy (Hsu & Bayarsaikhan, 2012).

According to Juniwati (2014) perceived usefulness, ease of use and risk have a significant

influence on attitude toward online shopping. Where perceived usefulness and ease of use have

not significant influence toward intention to shop online but perceived risk and attitude have

significant influence toward intention to shop online.

Customer satisfaction is important for promoting the services and increasing the

re-purchasing intention. It is defined as “service performance that exceeds customer expectations

(Çetinsöz, 2019). Findings of previous studies showed that customer satisfaction has a significant

effect on customer loyalty and purchase intention (Cuong, 2020; El-Adly, 2019; Keshavarz &

Jamshidi, 2018).

III. THEORETICAL/CONCEPTUAL FRAMEWORK OF THE STUDY

Theoretical Framework

One of the aims of reviewing the literature is to establish the type of theories used to

examine the questions in a related study. TAM is basically an information system theory that

covers how a user accepts and uses technology. The model deals with the acceptance of

information technology. The external factors that influence users to make a decision are

Perceived Usefulness (PU) and Perceived Ease of Use (PEU).The degree to which a person

believes that using a particular system would enhance his or her job performance is Perceived

Usefulness (PU) and Perceived Ease of Use (PEU) is the degree to which a person believes that

using a particular system would be free from effort. The main purpose of the TAM is to explain

how a user accepts a specific technology. TAM has been applied to measure the impact of

perceived web-security, perceived privacy, perceived usefulness and perceived ease of use on
online transaction intentions (Teck, 2002). TAM was applied to assess owners/managers'

intention to adopt web-based supply chain management (Choong, 2003). (Chuttur, 2009). Online

shopping Website design, website reliability, customer service and privacy are the four key

factors which influence young consumers' perceptions of online shopping. However, there is no

significant difference among the various races in terms of online shopping behavior in Malaysia.

(Alam, 2005). Youngsters are given more importance to transaction security, personal privacy,

product price, product quality, convenience, accessibility, promotions and advertisement, delivery

time, quality comparison and reputation of the company for online shopping. (kansra). Overall

website quality, commitment factor, customer service and security are the four key factors which

influence consumers’ perceptions of online shopping. The perception of online shoppers is

independent of their age and gender but not independent of their education & gender and income

& gender. (Hau). Online shopping behavior is determined by an array of factors like risk

perception, functional value, and utility perception. Consumers' fear of getting exploited online or

finding making financial disclosures online risky refers to consumers’ overall prejudice about

threats online. Consideration about product quality or reliance on the information provided on

online shopping sites or finding online transactions cheaper, attractive highlights consumers’

sensitivity towards value maximization by buying products online only when offered at attractive

rates. (Aindrila, 2014). Most consumers prefer to buy durable goods and consider factors like

ease of order, variety, discounts/ offers, save time and avoid long queues. With the above

analysis, we can thus prove the hypothesis to be positive. (M.Rajesh, 2013). Personal

Innovativeness of Information Technology PIIT, perceived security and product involvement

have an effect on the attitude towards online shopping, yet the results vary among the different

product types. (Keisidou, 2011). There are relationships between the perceived usability,

perceived security, and perceived privacy, perceived after-sales service, perceived marketing mix,

perceived reputation and consumers’ attitude to adopting online shopping in China. However,
only marketing mix and reputation were found to significantly influence consumers’ attitude to

adopt online shopping. (Guo Jun, 2011). Consumer innovativeness, perceived benefits and

perceived risk are important determining factors influencing online shopping and had a positive

impact on consumer shopping attitude, and perceived risk had a negative impact on consumer

online shopping attitude. Moreover, consumer innovativeness, perceived benefits, and perceived

risk had an indirect effect on the intention of online shopping (Shu-Hung, 2012).

Conceptual Framework
Operational Framework
Hypothesis/Proposition of the Study

Ho1: Perceived Usefulness does not significantly affect Online Shopping Behavior of PUP

Marketing Students in Manila.

Ho2: Perceived Ease of Use does not significantly affect Online Shopping Behavior of PUP

Marketing Students in Manila.

Ho3: Attitude does not significantly affect Online Shopping Behavior of PUP Marketing

Students in Manila.

Ho4: Perceived Risk does not significantly affect Online Shopping Behavior of PUP Marketing
Students in Manila.

Ho5: Trust does not significantly affect Online Shopping Behavior of PUP Marketing Students in

Manila.

Ho6: Website Design does not significantly affect Online Shopping Behavior of PUP Marketing

Students in Manila.

Ho7: Vendor’s Characteristics do not significantly affect Online Shopping Behavior of PUP

Marketing Students in Manila.

Ho8: Intention does not significantly affect Online Shopping Behavior of PUP Marketing

Students in Manila.

Ho9: The overall factors do not significantly affect Online Shopping Behavior of PUP Marketing

Students in Manila.

Assumption of the Study

Ha1: Perceived Usefulness significantly affects Online Shopping Behavior of PUP Marketing

Students in Manila.

Ha2: Perceived Ease of Use significantly affects Online Shopping Behavior of PUP Marketing

Students in Manila.

Ha3: Attitude significantly affects Online Shopping Behavior of PUP Marketing Students in

Manila.

Ha4: Perceived Risk significantly affects Online Shopping Behavior of PUP Marketing Students

in Manila.

Ha5: Trust significantly affects Online Shopping Behavior of PUP Marketing Students in

Manila.

Ha6: Website Design significantly affects Online Shopping Behavior of PUP Marketing Students

in Manila.

Ha7: Vendor’s Characteristics significantly affect Online Shopping Behavior of PUP Marketing
Students in Manila.

Ha8: Intention significantly affects Online Shopping Behavior of PUP Marketing Students in

Manila.

Ha9: The overall factors significantly affect Online Shopping Behavior of PUP Marketing

Students in Manila.

Operational Definition of Terms

Online Shopping Behavior: Online Shopping behavior is a kind of individual's overall

perception and evaluation of a product or service during online shopping which could result in a

bad or good way. Previous. studies have defined that behavior is a multi-dimensional construct

and has been. conceptualized in different ways (Li & Zhang, 2002).

Perceived usefulness: The degree to which a person believes that using a particular system

would enhance his or her job performance. (Internet)

Perceived ease of use: The degree to which a person believes that using a particular system

would be free from effort. (Easy to shop through the internet)

Attitude: A person’s predisposition or a tendency to respond positively or negatively

towards a certain, idea, object, person, or situation.

Perceived risk: The subjective judgment that people make about the characteristics

and severity of a risk.

Trust: Firm belief in the reliability, truth, or ability of someone or something. Website design: it

includes website characteristics like in-depth information about products, quality products, and a

variety of products, with easy to complete transactions on the website.

Vendor’s characteristics: It includes vendors’ characteristics like convenience to return the

product, delivery product as per commitment, famous vendor, and positive evaluation about the

vendor.

Intention: It measures customers’ repeat online purchase intention.

IV. METHODOLOGY
Research Locale

The study will be conducted at the Polytechnic University of the Philippines - Sta. Mesa,

Manila, College of Business Administration, Department of Marketing Management, School

Year 2021-2022.

Research Design

The study used a causal research method to determine the factors affecting online

shopping behavior to PUP Marketing Students in Manila. The researchers used online surveys,

google forms, to gather data from the students. The questionnaire contains 30 Likert statements

on the scale of five (1 to 5); i.e. strongly agree (5) to strongly disagree (1). These 30 statements

are for seven study variables namely perceived usefulness, perceived ease of use, attitude,

perceived risk, trust, website design and vendor’s characteristics. The questionnaire also contains

the questions related to student’s experience towards shopping on online businesses and

demographic profile of respondents. The raw data was cleaned and transformed into excel in

order to run it in Jamovi.

Sampling Design

To determine the sample size, slovin’s formula was used with 95% confidence level and

5% margin of error. Out of 1,137 people, the sample size is 296.

Table 1: Population and Sample Size Distribution

(Department of Marketing)

Year Level Population Percentage Sample Size

 First Year 368 32% 96

Second Year 294 26% 76

Third Year 410 36% 107

Fourth Year 65 6% 17

TOTAL 1,137 100% 296

Research Instrument
Table 2: Summary for Survey Questionnaire Items

Survey Questionnaire Item Type of Data

Section 1: Introductory Statement/ Consent Form

Agreement of the respondent to participate in the survey Dichotomous

Section 2: Demographics

Sex Dichotomous Age Nominal Year Level Metric

Section 3: Question determining the online buying pattern.

1. Have you ever experienced shopping online? Dichotomous

1.1. If you have never experienced it, please specify the reason Multiple Choice

2. Online shopping experience last month (June, 2021) Interval

 3. How often do you use the internet? Interval

4. Mode and Payment for Online Shopping Multiple Choice 5. Online Shopping platform

Multiple Choice Section 4: Survey proper to determine the factors that affect online

shopping behavior.

1. Using the internet enables me to finish my shopping task

Likert Scale, Interval

more quickly

2. Using the internet for shopping helps me to make better

Likert Scale, Interval

purchase decisions

3. Using the internet makes it easier to make purchases Likert Scale, Interval

4. Overall, I find using the Internet for shopping useful Likert Scale, Interval

5. The online shopping website is easy to use Likert Scale, Interval

6. It is easier to use the Internet to find products that I want to

Likert Scale, Interval

buy

7. Using the internet makes it easier to make purchases Likert Scale, Interval

8. Overall, online shopping would be easy for me Likert Scale, Interval

9. I found my visit to online shopping website interesting Likert Scale, Interval

10. I found my visit to online shopping website entertaining Likert Scale, Interval

11. I found my visit to online shopping website enjoyable Likert Scale, Interval
12. I found my visit to online shopping website pleasant Likert Scale, Interval

13. I might not get what I ordered through online shopping Likert Scale, Interval 14. It

is hard to judge the quality of merchandise online Likert Scale, Interval

15. I feel that my credit card details maybe compromised and

Likert Scale, Interval

misused if I shop online

16. I might not received the product ordered online Likert Scale, Interval

17. I believed that online shopping website can protect my

Likert Scale, Interval

privacy

18. I select online stores, which I believed are honest Likert Scale, Interval

19. I feel that online vendor would provide me with good service Likert Scale, Interval

20. I feel that the online vendor is trustworthy Likert Scale, Interval

21. Online shopping website provides in-depth information about

Likert Scale, Interval

the product

22. Online shopping website offer quality products Likert Scale, Interval

23. Online Shopping Website offer variety of products at

Likert Scale, Interval

discount prices

24. It is quick and easy to complete transaction on online

Likert Scale, Interval

shopping through website

 25. I would like to shop online from vendor who delivers product
Likert Scale, Interval

as per commitment

26. I would like to shop online from vendor where it is

Likert Scale, Interval

convenient to return the product

27. I would like to buy product online from famous vendor Likert Scale, Interval

28. I would like to buy product online from vendor who has
Likert Scale, Interval

positive evaluation and recognition from online buyers

29. I intend to continue online shopping Likert Scale, Interval

30. My intention is to continue online shopping rather than use

Likert Scale, Interval

traditional shopping

Table 3: Face Validity of Research Instrument

Variables Reference Author

Perceived Usefulness ● Dakduk, S., Horst, E.T., Santalla Z., Molina, G., & Malave, J.

(2017)

● Pandey, Anurag and Parmar, Jitesh,

(2019)

Perceived Ease of Use ● Dakduk, S., Horst, E.T., Santalla Z., Molina, G., & Malave, J.

(2017)

● Vaghela, P. (2017)
 Attitude ● Ghosal, I., Barman, P. K. R., & Prasad, B. (2019)

Perceived Risk ● Batara, J., Mariblanca J., Kinaadman, K., Go, J.,(2018)

● Pandey, Anurag and Parmar, Jitesh,

(2019)

Trust ● Shanes, M.M. & Bazargan N.A (2018) ● Tran, V.D. & Va, Q. H. (2019)

Website Design ● Pandey, Anurag and Parmar, Jitesh, (2019)

● Vaghela, P. (2017)

Vendor’s Characteristics ● Vaghela, P. (2017)

Intention ● Tran, V.D. & Va, Q. H. (2019)

The instrument to use is adopted from the study of Pratiksinh Vaghela with the title

“Factors Affecting Online Shopping Behavior in Surat City”. The constructs of the instrument

were used and referenced by various authors in their study. 4 Items on Perceived Usefulness

(cited from Dakduk, S., Horst, E.T., Santalla Z., Molina, G., & Malave, J. (2017) Pandey, Anurag

and Parmar, Jitesh, (2019), 4 items on Perceived Usefulness (cited from Dakduk, S., Horst, E.T.,

Santalla Z., Molina, G., & Malave, J. (2017), Vaghela, P. (2017), 4 items on Attitude (cited from

Ghosal, I., Barman, P. K. R., & Prasad, B. (2019), 4 items on Perceived Risk (cited from Batara,

J., Mariblanca J., Kinaadman, K., Go, J.,(2018), Pandey, Anurag and Parmar, Jitesh, (2019), 4

items on Trust (cited from Shanes, M.M. & Bazargan N.A (2018), Tran, V.D. & Va, Q. H. (2019),
4 items on Website design (cited from Pandey, Anurag and Parmar, Jitesh, (2019), Vaghela, P.

(2017), 4 items on Vendor’s Characteristics (cited from Vaghela, P. (2017), and 2 items on

intention (cited from Tran, V.D. & Va, Q. H. (2019).

Statistical Treatment of Data

Pre-testing Results

The researchers conducted a pretest on 20 students with a Marketing Management course

at the Polytechnic University of the Philippines - Manila. It was facilitated using Google Forms,

containing the questions from the actual survey within a single day. Then, the data was retrieved

from the google drive and exported to excel before running the reliability test using Wessa online

software.

Table 4: Cronbach’s Alpha Results of Pre-Testing of Constructs

Construct Items Cronbach Alpha Overall Interpretation

Perceived PU1 0.938 Excellent

Usefulness PU2 0.988 0.967

PU3 0.947
PU4 0.951

Perceived Ease PEU1 0.932 Excellent

of Use
0.925 PEU2 0.922 PEU3 0.864
PEU4 0.889

Attitude A1 0.968 Excellent

0.966 A2 0.95 A3 0.952

A4 0.952

Perceived Risk PR1 0.816 Good

0.879 PR2 0.838 PR3 0.897

PR4 0.827
 Trust T1 0.863 Good

0.897 T2 0.946 T3 0.81

T4 0.823

Website Design WD1 0.863 Excellent

0.903 WD2 0.912 WD3 0.865

WD4 0.850

Vendor's VC1 0.895 Excellent

Characteristics
0.937 VC2 0.904 VC3 0.961
VC4 0.909

Intention I1 0.690.850 Good

I2 0.798

As the table shown above, individual constructs have the alpha value; Perceived

Usefulness is 0.967, excellent, Perceived Ease of Use is 0.925, Excellent , Attitude is 0.966,

Excellent , Perceived Risk is 0.879, good, Trust is 0.897, good, Website Design is 0.903,

Excellent, Vendor’s Characteristics is 0.937, Excellent and Intention is 0.850, good. Therefore,

constructs of the instrument are reliable.

V. DISCUSSION OF RESULTS

Frequency

Table 5: Demographic Profile of the Respondents

4th Year
Sex

147 145 4

3
Age
49
Year Level 104 86

30

17
 4 96 107 17

1 76 296

The illustration shows the total frequency of of Age, Sex and Year level of the

respondents. Male respondents register the highest in terms of Sex, followed by Female and

Prefer not to say, while respondents ages 20 years old garnered the highest, followed by 21, 19,

22, 23, 24,18, 26 and 25, respectively. In terms of Year Level, based on the sample design, 3rd

Year respondents are among the highest followed by 1st Year, then 2nd Year and last is 4th Year.
 The chart indicates the online shopping experience of the respondents last month,

specifically June 2021. Most of the respondents shopped 2-5 times with 154 responses, followed

by respondents who only managed to shop once with 81 . Next is respondents who shopped 6-10

times with 50, and the least was who shopped more than 10 times with only 11 responses.
 Majority of the respondents use the Internet 6-10 Hours with 128, followed by

respondents who use the Internet Less than 7 Hours with 96, next are the respondents who use

the Internet 15-21 Hours with 66, and lastly are the respondents who use the Internet More than

21 Hours with 6.

Table 6: Mode and Payment for Online Shopping

Mode of Payment

Cash On Delivery (COD) 271 (91.9%)

Credit Card 7 (2.4%)

Debit Card 17 (5.7%)

Equated Monthly Installment (EMI) 0 (0%)

Table 6 shows the preferred mode of payment of the respondents with the following

choices among cash on delivery (cod), credit card, debit card, and equated monthly installment

(emi). COD is the top choice with 91.9% answers from the 296 respondents, debit card is the

second top choice with 5.7% answers, then credit card with 2.4% answers, and lastly is the EMI

where there is zero answer for it.

Table 7: Online Shopping through:

Website 16 (5.4%)

Mobile Application 144 (48.6%)

Both 136 (45.9%)

Table 7 shows the preferred way of the respondents in terms of shopping with the following

choices between website, mobile applications, or both. Mobile Application is the top choice with

48.6% answers from 296 respondents, followed by the choice “both” with 45.9% answers, and

lastly is the website with 5.4%.

RELIABILITY
 The reliability test was performed to check reliability of scale and Cronbach’s alpha is 0.930

which indicates a high level of internal consistency for scale and can be used with other statistical

procedures for further investigation.

Descriptive Analysis of the Study Variables

Study Strongly Disagree Neutral Agree Strongly Total Mean
Variables Disagree Agree of
Means
1 234 5 Sum

Perceived PU1 8 1 17 93 177 1,31 4.45 4.43

Usefulness 8

PU2 7 13 24 103 149 1,26 4.26

2

PU3 8 0 20 86 182 1,32 4.47

2

PU4 7 1 14 79 195 1,34 4.53

2

Total 30 15 75 361 703 - -

Perceived PEU 7 1 21 114 153 1,29 4.37 4.42

Ease of 1 3
Use
PEU 7 0 27 101 161 1,29 4.38
2 7

PE 7 1 20 93 175 1,31 4.45

6
U3 7 0 19 91 179 4.47
1,32
PE 3
U4

Total 28 2 87 399 668 - -

Attitude A1 6 1 24 112 153 1,29 4.37 4.37

3

A2 6 2 24 111 153 1,29 4.36

1

A3 6 0 28 104 158 1,29 4.38

6
 A4 6 0 28 109 153 1,29 4.36
1

Total 24 3 104 436 617

Perceived PR1 5 10 47 105 129 1,23 4.16 4.23

risk 1

PR 5 3 27 94 167 1,30 4.40

2 3

PR3 9 7 45 94 141 1,23 4.19

9

PR4 8 14 41 90 143 1,23 4.17

4

Total 27 34 160 383 580

Trust T1 11 186694 107 1,156 3.91 4.15

T2 5 523109 154 1,290 4.36

T3 4 747109 129 1,240 4.19

T4 4 86194 129 1,224 4.14

Total 24 38197406 519

Website WD1 5 658106 121 1,220 4.12 4.23

design
WD2 4 96499 120 1,210 4.09

WD 4 130105 14396 156 1,29 4.38

3 6
5 17195406 517105 151 4.31
WD 1,27
4 18 548 5

Vendor's Total 5 167 4.44

Character
ist ics VC1 1,315
4.44
VC2 5 21595 179 1,32 4.49
9
VC3 7 53998 147 4.26
1,261
 VC4 5 01681 194 1,347 4.55

Total 17 1287379 687

Intention I1 5 31594 179 1,327 4.48 4.29

I2 5 125894 127 1,214 4.10

Total 10 1573188 306

Hypothesis Test Summary

Null Hypothesis: The variable does not significantly affect Online Shopping Behavior of PUP

Marketing Students in Manila.

Alternative Hypothesis: The variable significantly affects Online Shopping Behavior of PUP

Marketing Students in Manila.

Hypothesis Variable Adjusted R^2 P-Value Decision

H1 Perceived 0.0366 0.009 Reject Null Hypothesis

Usefulness

H2 Perceived 0.0133 0.116 Reject Alternative

Ease of Use Hypothesis

H3 Attitude 0.00144 0.361 Reject Alternative

Hypothesis
 H4 Perceived 0.0282 0.023 Reject Null Hypothesis

0.0309 0.017 Reject Null Hypothesis

H5 Risks Trust

0.0124 0.128 Reject Alternative

Hypothesis
H6 Web Design
-3.60e-4 0.421 Reject Alternative
Hypothesis

H7 Vendor’s
Characteristics

H8 Intention 0.00630 0.165 Reject Alternative

Hypothesis

H9 Overall Factors 0.0345 0.141 Reject

Alternative
Hypothesis

Discussion of Results per Variable

The researchers used Linear Regression in measuring the impact of variables on the

buying behavior of marketing students in Polytechnic University of the Philippines, Manila.

1. PERCEIVED USEFULNESS

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.227 0.0515 0.0366 3.45 4 254 0.009

Perceived Usefulness significantly affects online shopping behavior of PUP Marketing students

in Manila, and an average of 175 respondents out of 296 strongly agreed with the given

statements that perceived usefulness affects their decision making before purchasing a specific

product and services.The result is supported by Dakduk, S., Horst, E. T., Santalla, Z., Molina, G., &

Malavé, J. (2017), which stated that perceived usefulness has a direct positive influence on behavioral

intention toward online shopping.

2. PERCEIVED EASE OF USE

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

0.028
1 0.169 60.0133 1.87 4 254 0.116

Perceived Ease of Use does not significantly affect online shopping behavior of PUP Marketing

students in Manila, and an average of 167 respondents out of 296 strongly agreed with the given

statements. Dakduk, S., Horst, E. T., Santalla, Z., Molina, G., & Malavé, J. (2017), the study stated

that consumers’ perceived ease of use of online shopping has a direct positive influence on their

perceptions of the usefulness of online shopping. However, this is not applicable for marketing

students in Manila, as they don’t see PEU as significantly affecting their online buying behavior.

3. ATTITUDE

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.130 0.0169 0.00144 1.09 4 254 0.361

Attitude does not significantly affect online shopping behavior of PUP Marketing students in

Manila, and an average of 154 respondents out of 296 strongly agreed with the given statements.

Dakduk, S., Horst, E. T., Santalla, Z., Molina, G., & Malavé, J. (2017) also stated that it is beneficial

for the entrepreneurs to understand the determinants of the individual’s attitude remains the key to

developing persuasion strategies to increase a favorable attitude towards shopping and, consequently,

increasing the probability of occurrence (intention) of the behavior of online purchasing.

4. PERCEIVED RISK

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.208 0.0433 0.0282 2.87 4 254 0.023

Perceived Risk does significantly affect the online shopping behavior of PUP Marketing students

in Manila. An average of 145 respondents out of 296 samples strongly agreed to the given

statements. Batara, J., Mariblanca, J., Kinaadmad, K., Go, J. (2018) proved in their study that

perceived risk is one of the four factors that influence consumer’s decision to buy online. Another

finding contrasted to previous studies is that the presence of uncertainty with regards to perceived

risk can lead to lesser buying decisions. It has been further proven with the results of the study

conducted by Pandey, Anurag and Parmar, Jitesh, (2019), that perceived risk is one of the factors

that affects consumer online shopping behavior.

5. TRUST

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

0.045
1 0.214 90.0309 3.06 4 254 0.017
Trust does significantly affect the online shopping behavior of PUP Marketing students in

Manila. Out of 296 sample sizes, averaging about 130 respondents strongly agreed to the given

statements. Tran V. D., and Va, Q. H., (2019) has proven in the findings of their study that it is

understood when a consumer trusts an e-commerce firm, their satisfaction towards the firm is

lifted and leads to positive behavioral intentions. It also confirms the study of Mohammad Anisur

Rahman, Md. Aminul Islam, Bushra Humyra Esha, NahidaSultana & Sujan Chakravorty (2018)

that trust is the primary disliking factors when it comes to online shopping.

6. WEBSITE DESIGN

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.166 0.0277 0.0124 1.81 4 254 0.128

Website Design does not significantly affect the online shopping behavior of PUP Marketing

Students. Average of 137 respondents out of 296 strongly agree with the given statements.

According to the results from the study of Batara, J., Mariblanca, J., Kinaadman, K., Go, J.

(2019), it states the importance of website design in consumer’s intention to purchase since it

establishes information about the product and thus may lead to buying online. However, it shows

that it is not applicable to PUP Marketing Students as they may not see or distinguish the effect

of website design on their online shopping behavior.

7. VENDOR’S CHARACTERISTICS

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

 1 0.123 0.0151 -3.60e−4 0.977 4 254 0.421
Vendor’s Characteristics does not significantly affect the online shopping behavior of PUP

Marketing Students. An average of 171 respondents out of 296 strongly agree with the given

statements. In the results of the study conducted by Vaghela (2017), it does not significantly

affect the buying behavior of consumers in terms of this variable.

8. INTENTION

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.118 0.0140 0.00630 1.82 2 256 0.165

Intention does not significantly affect the online shopping behavior of PUP Marketing Students.

An average of 153 respondents out of 296 strongly agree with the given statements. According to

the study of Tran, V. D., & Vu, Q. H. (2019), E-Trust, E-Customer satisfaction on behavioral

intentions does not have direct impacts, but also indirect impacts are found contributing to the

relationships between factors.

9. OVERALL FACTORS

Overall Model Test

Model R R² Adjusted R² F df1 df2 p

1 0.383 0.147 0.0345 1.31 30 228 0.141

The p value for all the variables are greater than 0.05 which means the null hypothesis is

accepted and it revealed that there is no significant relationship in response to factors affecting

online shopping intention across the Year Level.

VI. CONCLUSION, MANAGEMENT IMPLICATIONS, AND RECOMMENDATIONS

Conclusion. The aim of the research is to identify the factors affecting online shopping behavior

of Polytechnic University of the Philippines (PUP) Marketing students in Manila. The

researchers focused on the said eight (8) variables including perceived usefulness, perceived ease

of use, attitude, perceived risk, trust, website design, vendor’s characteristics, and intention. As

seen in the results, only three (3) variables have an impact on the online shopping behavior of the

PUP marketing students. The study revealed that the perceived usefulness, perceived risks, and

trust have a great impact in online shopping behavior.

Management Implications. The study revealed the factors which affect the online shopping

behavior of PUP marketing students in Manila, and it would be a great help for the businesses in

considering the important factors before releasing a specific product or service. Customers are

very particular with the benefits and risks that they might get in a product or service, and they

usually balance it before purchasing. It is important for the businesses to gain the trust of the

market and how they will be consistent in the marketplace. The study isn’t just limited for those

present businesses, but it aims to help those aspiring businesses who want to enter the business

world.

Recommendations. The area undertaken in research is constrained to PUP Manila only, and it is

limited to marketing students. The sample for the study taken is of 296 respondents, and the

students per year level is also limited. With the given limitations, the other researchers can widen

the range of target respondents and they can also add other departments or courses. The other

researchers can also add variables that they can test to determine whether it is a factor or not in

online shopping behavior. The study is also limited to an online platform, and a great

recommendation is to compare the buying behavior between online and traditional platforms.
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