PRACTICAL RESEARCH 3

GSC 2021

ONLINE SHOPPING BEHAVIORAL

Castulo, Kyle Jovriel P.
INFLUENCES OF ONLINE SHOPPERS IN Cabillon, Junamae
Fernandez, Jehanny
CHOOSING A PRODUCT
 CHAPTER 1
THE PROBLEM AND ITS SCOPE
Corona virus pandemic not only affected our daily life routine but also our e-commerce. E-
commerce. With the implementation of health protocols, community lockdowns and social
distancing, most of the shops are closed due to the pandemic.
Due to the ongoing pandemic, this pave way to online shopping that gave shoppers another way of
buying goods. Online shopping is the activity of buying products or services over the internet. It
means going online, landing on seller’s website, selecting something, and arranging for its
delivery. The buyer either pays for the goods or services online via credit or debit card or upon
delivery. Online shopping has been around for twenty-five years and has grown in popularity over
time..

This activity works when a customer orders

products or services online and validates it using
online payment. Then, the e-merchant also
validates it and transfers the order files to the
logistic platform. The logistic platform receives
and processes the orders transferred by the e-
merchant. The logistics crew prepares the orders to
be delivered to the costumer.

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THEORETICAL BACKGROUND
There are many theories that correlates with the
topic of online shoppers’ behavioral influences in
choosing a product. Most theories focus on few
major factors.

• Theory of Reasoned Action of Fishbein and Ajzen (1960s), that analyzes the importance of
pre-existing attitudes in the decision-making process.
• Motivation-Need Theory of Maslow (1943), people act to fulfill their needs based on a five-
part priority system.
• Consumer Behavior Theory of Marshall, it is the study of how people make decisions when
they purchase, helping businesses and marketers capitalize on these behaviors by predicting
how and when a consumer will make a purchase.
• Theory of Planned Behavior of Ajzen (1991), theorizes that understanding and predicting
behaviors, which posits that behaviors are immediately determined by behavioral intentions
and under certain circumstances, perceived behavioral control.
• Post-Purchase Model of Expectancy Disconfirmation Theory (EDT) of Oliver (1980), citizen
satisfaction is not only the result of the objective performance of a service, but also depends
on the implicit prior performance expectation of that service. PRACTICAL
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 CHAPTER 1
STATE OF THE PROBLEM
This study provides information with regards to
identifying the behavior influences of online
shoppers. It sought to answer the following questions.

• 1. What influences shoppers to online?

• 2. How often do online shoppers shop online?
• 3. What are the products that online shoppers commonly shop?
• 4. What is the biggest challenge online shoppers face with shopping online?
• 5. How do online shoppers cope up with the challenges?
• 6. What influences online shopper to buy a certain product?
• 7. Why do people buy an expensive product rather than a cheap product?
• 8. How does online selling affects the consumers?

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SIGNIFICANCE OF THE STUDY
This study is beneficial to the following:

• Online Shoppers This study will benefit them in a way that they will be guided
or knowledgeable on what influences them in buying a product. Thus, they will
be guided on shopping online with ease.
• Online Sellers This study will help them to strategize on marketing their
products to the shoppers. Thus, helping them to earn more.
• Business Entrepreneur This study can help them think of various ways on how
to innovate their business for future references.
• Future Researchers This study will help the future researchers as a reference or
baseline information to further develop on the study about online shopping.

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RELATED LITERATURE
The increasing engagement in online shopping, coupled with payment technologies available in
the market, ensure robust growth and steady development of local e-commerce businesses. (Visa
Consumer Payments Attitude Study 2015). The Philippines‟ e-commerce industry has about 10
million customers every day. Ecommerce makes Filipinos more efficient, so they cannot lose time
to traffic, they can work more and generate more income for the country (Balci, 2017). He cited
that heavy traffic is one of the causes as to why people turn to online shopping. Even though not a
large number of Filipinos are active cardholders, it does not hinder the growth of the e-commerce
industry in the country.

• Most people prefer to shop with their gadgets mostly of which are
smartphones and others to be desktops and laptops. Due to this
preference, it was predicted that soon a rise of the m-commerce
(mobile commerce) will be observed. MasterCard produces Online
Shopping Survey annually. During the 2012 study, it was found that
local deals and promo websites took over the country’s e-commerce
caused by cautiousness. Security topped the list of concerns from
respondents. It was then followed by speed of transaction.

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RELATED STUDIES

• (Çelik, Yilmaz, Celik, & elik, 2011) The Technology Acceptance Model (TAM) is a
very important modelling approach in information technology research.
• Keisidou et al. (2011a) on the web searching has become the most popular
activities on the web, still why consumers buy the net will still be cloudy.
• Lim and Ting (2014a), online buying is always inside the earlier period connected
with development.
• Rose and Dhandayudham (2014), research completed with an understanding of
web-based dilemma buying habits through the use of numerous adjustable and that
is low self-esteem, low self-regulation; a negative emotional state; enjoyment;
female gender; social anonymity and cognitive overload.
• Mumtaz et al. (2011) on the customers satisfaction toward online shopping, several
variables as advertisement, brand, shopping experience, time, trust are being tested
toward customer satisfaction and online shopping.

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RESEARCH FLOW
INPUT PROCESS OUTPUT

• 1. What influences shoppers to shop online?

• 2. How often do online shoppers shop online?
• 3. What are the products that online shoppers • Preparing a
commonly shop? questionnaire
ONLINE
• 4. What is the biggest challenge online shoppers • Documentation SHOPPING
face with shopping online? of the actual BEHAVIORAL
• 5. How do online shoppers cope up with the interview INFLUENCES
challenges? OF ONLINE
• Analyzing
SHOPPERS IN
• 6. What influences online shoppers to buy a • Voice CHOOSING A
certain product? Recording PRODUCT
• 7. Why do people buy an expensive product
rather than a cheap product?
• 8. How does online selling affects the
consumers? PRACTICAL
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RESEARCH RESPONDENTS
The respondents were the residents of Guadalupe
Cebu City; we chose 20 residents only. They were the
set of respondents the researchers had interviewed.

• RESPONDENTS CITIZENS
• NUMBER OF RESPONDENTS 20
• PERCENTAGE 100%

• DATA GATHERING PROCEDURE

• Online survey questions have been asked to the respondents by the researchers.
After the data-gathering procedures, the responses were interpreted and synthesized
by the researchers about online shopping; behavioral influences of online shoppers
in choosing a product in Guadalupe Cebu City.

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 CHAPTER 5
SUMMARY, CONCLUSIONS, FINDINGS AND
RECOMMENDATIONS
This chapter summarizes this study by presenting the statement of the
problem, findings, conclusions, and recommendations based on the data
gathered in this study.

• SUMMARY
• This study focuses on behavioral influences of online shoppers in choosing a product both.
Online survey was conducted to the respondents as mean of gathering data via messenger chat.
The gathered data are then interpreted, analyzed and used to create a concluding statement.

• CONCLUSIONS
• The study successfully accomplished to find the answers on how online shopping affects
people's behavior in terms of buying. Based on all the gathered information, it is concluded that
people's frequent usage of online shopping leads to the changes of its standards in terms of
acquiring goods and services that they needed. Consumers tend to be wiser as they try to look
first all the possible opportunity cost that they may encounter if they shopped in a traditional
way, such as time, effort, and productivity. The behavior of online shoppers when it comes to
building trust with the shop or seller is based on what they see on the reviews. PRACTICAL
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• RECOMMENDATIONS
• The researchers recommend this study especially to the future researchers who want to study
more about the consumers' buying behavior on online shopping. The future researchers can
improve this study by gathering present information that can be used to make new and more
informative research about the said topic. Having a wider and more informative research will
help the readers gain deeper knowledge about online shopping and to become open-minded
when it comes to this topic.

• FINDINGS
• Based on the gathered data, the results revealed the following: most shoppers were influenced
to shop online because it is convenient, hassle-free and it is most suitable way to shop during
pandemic. The common challenges shoppers face is the legitimacy of both the product and
the seller, sending mismatched order to the shopper is also one of it, some products posted are
also different from the actual product. Although there are challenges, shoppers still buy
products online and they are influenced both by the products and their friends. Their friends
will show them the products they bought online and showcases the quality of that product.
Shoppers are also influenced by the good reviews coming from the previous customers.
Shoppers also believe that expensive products tend to have higher quality than products with
PRACTICAL
cheap price because they tend to last longer. WOODGROVE
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THANK YOU
Kyle Castulo 0920 920 6337

Junamae Cabillon goldensuccess_college@yahoo.com

https://www.facebook.com/gsci07
Jehanny Fernandez