BALLESTEROS NATIONAL HIGH SCHOOL

FACTORS INFLUENCING STUDENTS’ ONLINE BUYING BEHAVIOR

A Quantitative Research

Presented to the

Senior High School Department

Ballesteros National High School

Ballesteros, Cagayan

In Partial Fulfillment of the Requirements in

Senior High School
Accountancy and Business Management

By
AR GEL P. BUCARILE
JAMES UMBLAS
KATHLEEN JOY MENOR
JEMMALYN NICOLAS
PAULINE LAZO

VIRGILIO TAMAYO
(Subject Teacher)
BALLESTEROS NATIONAL HIGH SCHOOL

ACKNOWLEDGEMENT

A project without proper guidance is like a ship without navigator. A

successful story is incomplete without paying tribute to those who inspired it.

Above all, we would like to extend our greatest gratitude to Almighty

God for the wisdom and knowledge He has given to as. He let us to trust in

Him with all our hearts that there is living God that could help us in all

obstacles and difficulties that we are going through. We are very thankful on

Him that He strengthens us when we are down with the trials in making

thisresearch and makes us believe in ourselves.

We would like to thank our dearest subject teacher, Mr. Virgilio Tamayo

for imparting us his precious knowledge, extreme efforts and time in order for

us to accomplish this research project. His support including his pieces of

advice and reminders just tonassure that we are doing well our project. We

are very grateful for bringing out the best in us.

For our ever supportive and loving parents, who showed their concerns

to us from the very beginning, moral and financial support, as well as for

genuinely believing us that we can make this project successfully. Thank you

so much for everything.

For our beloved friends, who are always there to listen to our problem

we are in, friends who give pieces of advice and words of encouragement, our

deepest thanks to you our dear friends. We really appreciated all your efforts

in supporting us to finish this project as well as to your prayers.

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We want to give our gratitude to our deepest adviser Mrs. Presnaida

Agustin, who is always there to extend her help for us. Thanks you for

explaining the things that we can’t understand and make this project possible

to be completed.

Lastly, we appreciate all the respondents who spend their precious

time to complete the survey questionnaires. It would have been impossible to

complete the research project without their honest contribution and help.

Once again we would like to express our gratitude towards all those

people who guided us for preparing this project, which was a great learning

process for us.

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DEDICATION

We would like to thank the Almighty God, who gave us the courage,

knowledge and skills to pursue this requirement for our Practical Research.

To our beloved parents, who stand as the number one supporter in every

hardship and always there to lean on in times of sadness and happiness of

this study. To our friends, who supportively cheering and sharing their time

and efforts with us throughout this study. And to our fellow students, who gave

challenges and twists in the completion of our study.

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TABLE OF CONTENTS

Page

TITLE PAGE - - - - - - - - - - - - - - - - - - - - - -

ACKNOWLEDGEMENT - - - - - - - - - - - - - - - - - -

DEDICATION - - - - - - - - - - - - - - - - - - - - - -

TABLE OF CONTENTS - - - - - - - - - - - - - - - - - -

LIST OF TABLES - - - - - - - - - - - - - - - - - - - -

ABSTRACT - - - - - - - - - - - - - - - - - - - - - - -

CHAPTER 1 – THE PROBLEM AND ITS BACKGROUND

Introduction - - - - - - - - - - - - - - - - - - -

Statement of the Problem - - - - - - - - - - - - -

Significance of the Study - - - - - - - - - - - - - -

Scope and Delimitation - - - - - - - - - - - - - -

Definiyion of Terms - - - - - - - - - - - - - - -

Conceptual Framework - - - - - - - - - - - - - -

CHAPTER 2 – REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature - - - - - - - - - - - - - - - - -

Related Studies - - - - - - - - - - - - - - - - - -

Synthesis - - - - - - - - - - - - - - - - - - - -

CHAPTER 3 – RESEARCH METHODOLOGY

Research Design - - - - - - - - - - - - - - - - -

Respondent of the Study - - - - - - - - - - - - - - -

Data-Gathering Tool - - - - - - - - - - - - - - - -

Data-Gathering Procedures - - - - - - - - - - - - -
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Statistical Treatment - - - - - - - - - - - - - - - -

CHAPTER 4 – PRESENTATION, INTERPRETATION

AND ANALYSIS OF DATA - - - - - - - - -

CHAPTER 5 – SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary - - - - - - - - - - - - - - - - - - - - -

Conclusions - - - - - - - - - - - - - - - - - - -

Recommendations - - - - - - - - - - - - - - - - -

BIBLIOGRAPHY - - - - - - - - - - - - - - - - - - - -

APPENDICES

Appendix A – Letter of Request to Conduct the Study - - - -

Appendix B – Questionnaires - - - - - - - - - - - - -

CURRICULUM VITAE - - - - - - - - - - - - - - - - - -
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LIST OF TABLES

Table Page

1 Frequency and Percentage Distributions of the

Respondents as to the Factors Influencing
Students’ Online Buying Behavior - - - - - - - - - -

2 Correlation between Perceived Benefits and

Online Buying Behavior - - - - - - - - - - - - - -

3 Correlation between Perceived Risks and

Online Buying Behavior - - - - - - - - - - - - - -

4 Correlation between Psychological Factors and

Online Buying Behavior - - - - - - - - - - - - - -
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ABSTRACT

The growth and spread of internet with an extraordinary pace over the

last few decades has resulted in emergence of online purchasing of products

and services. This study investigated the factors influencing students’ online

buying behaviour of Ballesteros National High School. The study proposed

three objectives which were to assess how perceived benefits, perceived risks

and psychological factors influence online buying behavior. The research

design applied in this research was descriptive survey. The target population

for the study were senior students of Ballesteros National High School who

bought online who were 134 in number. Simple random sampling was used to

take a sample of 100 students. A closed ended survey questionnaire was

administered to collect primary data. Statistical Package for Social Sciences

(SPSS) and Microsoft excel package was used for data analysis and findings

were presented in tables. The findings indicated that perceived risks shared

66.25% of the variability of online buying behavior of senior students. Similar

statistically significant correlation results was arrived at for psychological

factors which shared a variability of 49.14% with online buying behavior. A

medium positive relationship between perceived benefits of online shopping

and consumer online buying behavior was established with a shared

variability of 83.35%. The study recommends that various risk-reducing

strategies should be developed by online retailers in addition to putting

mechanisms in placeof guarantee to quality their merchandise and create

avenues of settling disputes.

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Chapter 1

PROBLEM AND ITS BACKGROUND

Introduction

Today, Internet is not only a networking media, but it is also used as a

means of transaction for consumers at global market. The use of internet has

expand quickly and it has become the commson means for delivering and

trading information, services and goods.

According to the survey by A.C. Nielson (2007), there are millions of

people in the world have done online shopping. An examination by Forrester

(2006) reported that E-commerce market would grow from billions.

With the development of Educational Services in our country, students

have become one of the important consumer market segments.

Therefore, to successfully attract this particular group of population, the

e-retail service provider must learn more about them, particularly in relation to

their behavior toward online buying.

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This research will help online shops in advertising, sorting of like items

for easier browsing likely to be more on top than other shopping networks by

trying to understand the wants of the shoppers.

Because of the numerous advantage and benefits, more and more

people will prefer buying things online over the conventional store it is

because of its convenience, better price and more variety. The purpose of this

study was to investigate factors influencing online buying behavior of

students.

STATEMENT OF THE PROBLEM

Generally, this study aims to find the factors influencing students’

online buying behavior.

1. What are the factors influencing students’ online buying behavior?

1.1 Perceived Benefits

1.2 Perceived Risks

1.3 Psychological Factors

2. What is the influence of perceived benefits of online shopping on

online buying behaviour of students?

3. To what extent do perceived risks of online shopping influence

online buying behaviour of students?

4. How do psychological factors influence online buying behaviour of

students?

SIGNIFICANCE OF THE PROBLEM

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These findings of the study would be important to a number of

stakeholders. Namely:

Online Shoppers. It is hoped that through the findings of this

study,online shoppers would learn the role that each factor has on their

intention to purchase online hence guide their future online purchase

decisions. The findings of this study are likely to influence more people to

adopt or refrain from using online shopping service.

Online Retailers. They would be able to develop targeted and

effective strategies.

Business, Policy Makers and Regulators. This will help to promote

online businesses by coming up with appropriate strategies regarding online

businesses, since the internet is likely to continue to play a major role in

individuals’ lives in the foreseeable future.

Government of the Philippines. It is further hoped that the findings of

this study would inform the Government of the Philippines agencies specially

the Ministry of Information on factors influencing the purchase intention

among Filipinos so as to ensure appropriate policies are put in place to

promote safe online shopping in the Philippines

Future Researches and Academicians. To academicians and

researchers, the findings would contribute new knowledge in the area of

online shopping adoption among Filipinos. The study would also act as a

source of reference for future scholars besides suggesting areas for further

research.
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SCOPE AND DELIMITATION

The study focuses on the factors influencing students’ online buying

behaviour. The study covers all the e-commerce purchases that were availed

online. This will conducted in Ballesteros National High School.

Participation of this study will be delimited to 100 students from Senior

High School who bought online in the year 2018-2020, so that the objective

set by the researchers will be attainable and time-bound. The study will also

be delimited to the factors influencing students’ online buying behaviour

namely: perceived benefits, perceived risks and psychological factors. The

researcher will use descriptive design and pearson correlation to assess

information from the students in Ballesteros National High School who buys

online.

DEFINITION OF TERMS

For the clearer understanding of the terms used in the study, the

following words are defined and explained:

E-commerce. It is the process of buying and selling produced by

electronic means such as mobile application and the Internet.

Global Market. It refers to the activity of buying or selling goods and

services in all the countries of the world.

Internet. It is a global system of interconnected computer networks

and computers that provides and allows users to share information, e-mail
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and other resources. It is also a network of networks that connects millions of

private, public, academic, business and governments networks.

Networking Media. It refers to the communication channels used to

interconnect codes on a computer network.

Perceived Advantage. It is the perception of positive consequences

as a result of buying goods and services online.

Perceived Risks. It refers to the nature and amount of risk perceived

by a consumer in contemplating a particular online purchase decision.

Psychological Factors. It is the mental factors that help or prevent

consumers from being in the right frame of mind to make an online purchase.

Online Buying Behavior. It is the sum total of a consumers attitude,

decisions, intentions, and preferences regarding the consumers behaviour in

the online marketplace when purchasing a product or service.

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the basic related literature and studies which the

researchers believe to have bearing and connections to the presence study. It

provides a view on related topics to expand the researcher’s knowledge and

undersstanding on the research being conducted. These related literature and

studies will generally obtain from both primary and secondary sources such

as journals, thesis, articles and other related materials.

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Foreign Literature

Electronic commerce is one of the important field that is emerging in

the internet era. Over the past few years, the Internet has developed into a

vast market place for goods and services. E-commerce has become an

irreplaceable marketing channel in business transaction (EMarketer, 2013).

Previous researches have shown that convenience and time saving are

the main reasons that motivate consumers to shop online (Chen, Hsu, & Lin,

2010). Convenience means shopping practices using the internet that can

reduce time and effort of the consumers in the buying process.

E-commerce has enabled finding merchants easier by cutting down on

effort and time (Schaupp & Belanger, 2009). Research also demonstrated that

convenience, price and wider selection had a positive impact on attitude

towards online shopping (Delafrooz, Paim, & Khatibi 2010).

Perceived risk negatively influence the online buying of consumers.

This refers to the nature and amount of risk perceived by a consumer in

contemplating a particular purchase decision. It is the degree to which a

person expresses uncertainty about a service or good and particularly, the

consequences of purchasing online (Sinha & Kim, 2012).

Before purchasing a product, a consumer typically considers the

various risks associated with the purchase. Credit card security, inability of

physical product examination, difficulty in returning the item, shipping charges

and privacy of personal information has been the main concerns of online

shoppers. Past research has found that a major inhibitor of online shopping is
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perceived risk associated with online purchase (Suki, 2012; Egeln, Joseph, &

Johnson, 2012).

In fact, perceived risks associated with online shopping negatively

influence online purchase intention and behaviour (Dai et al., 2014).

Online transaction involves a temporal separation of payment and

product delivery. A consumer must provide financial information (e.g., credit

card details) and personal information (e.g., name address and phone

number) for delivery in order to complete the purchase process. In the study

done by Adnan (2014) on factors determining online purchase pattern of

Pakistani consumers, psychological factors had the highest correlational with

online shopping behaviour, hence. He conducted that trust toward online

vendors and security issues are the most important in determining online

purchasing pattern.

Psychological factors such as trust, privacy concerns and security

issues might affect the buying behaviour of online shoppers. Privacy risk is

related to the concern of loss of privacy since consumers have to disclose

their personal information while shopping online (Lee & Huddleston, 2010).

Similar findings were made by Nazir et al. (2012) whose findings revealed that

social, psychological, emotional and privacy factors had a significant effect on

the behaviour of online shoppers. According to the study, consumers

preferred not to shop online because they doubted the credibility of the

transaction and payment procedure. Chen et al. (2010) therefore advise that

privacy controls are needed to eradicate privacy concerns of online shoppers.

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Website design is one of the important things that can influence

consumers to purchase a product online. Customers can be influenced by the

image of the website when they decide what website they should buy from

(Katawetawaraks & Wang, 2011).

Making web designs and portals novel and sophisticated and web

atmospheric friendly is the key to attract visitors. Moreover, if online store

want to convert visitors into buyers they should improve their website by

offering customer a comfortable, logical, interesting and hassle-free process

and easy language by creating fast website with functional design as smooth

as possible (Broekhuizen & Huizingh, 2009). In conclusion, if online stores

want to increase the customer, they should take care of their website design

to be more user-friendly.

Local Literature

There are 35 million estimated Filipino people who do have access to

internet which makes a high percentage of accessibility to online shopping

platforms. The Philippine archipelago with 2000 inhabited islands makes it

hard for people to visit cities to buy their needs and wants thus adds the

difference of availability and resources in different cities. So with all the online

shopping platforms, eliminating the problems above makes us choose to shop

online rather.

The extension of technology that integrates the electronic media in the

buying and the selling process is known as the Ecommerce. Elton (2012)
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mentioned that the ecommerce website has deflated the dissimilarity of the

world.

As revealed by the Article Business Environment in Philippines (2012)

every business is becoming harder to hardest due to lot innovation and

entrepreneur creating in Philippines. Philippines are a growing country and

people are adapting the social life with technology. Technology is controlling

the total business environment. Customer support is improving every day in

Philippines business. Today 1/3 of the population is using internet. Filipinos

are already trusting online transaction and deals to purchase online every

day.

Obviously, customers derive enjoyment in buying online from an

assessment of fulfillment/reliability, customer service and security/privacy.

Moreover, shipping speed, consumer reviews, retailer reputation, and delivery

time flexibility are all taken into account by customers in purchasing online.

Other key factors include reasonable pricing, fee and fast delivery, and a wide

range of products from which to choose (Ordinario C., 2012).

Specifically, people with abundant online buying experiences are more

capable in handling perceived risks of buying online (dos Santos and

Fernandez, 2011).

Since the internet is accessible by people globally, the costumers are

no longer limited within the vicinity of the store. Anyone can buy items in

online shops without hassle. Just by navigating the online shops, the

costumer can choose the products and purchase it without going to the online

shops directly. E-commerce proves to enhance the way usual business

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transactions occur and help lessen the time and effort consumed by the

company and customers as well (Deanna and Fritz, 2009). With these, a

good relationship with their consumers will be established and their objective

of increasing their sales will be achieved (Kim and Katherine, 2009).

Above all, internet retailing will continue to experience strong growth

over the forecast period as more Filipinos are expected to be drawn to the

channel due to the convenience, wide selection of products and attractive

promotions that retailer will continue to provide (Internet Retailing, 2016).

Today, the online medium offers a big platform to promote your

business as compared to other medium available. Your products and services

will reach to a large number of potential buyers only if you choose the right

marketing medium for your business (Harris, 2012).

Definitely, running an online business is much better that opening a

store. Selling online is indeed one of the great ways to make profits online. In

fact, it is also a great way to widen your target market and grow your business

fast as well (Brigita Go, 2012). Carolyn Anderson (2012) stated that “by

putting your business online, you are also widening your reach worldwide”.

Additionally, there are so many benefits of online advertisement of a

product. One is, you have wide coverage makes your business to reach more

audiences. Second is, it is more affordable in online advertisement that other

traditional advertising cost. Third is, easy to track and measure conversation

this makes online advertising more ahead than traditional method of

advertising (George as Online Marketing, 2010).

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Lastly, businesses are advised to use the Internet for promoting their

products and services as more consumers are going online to research before

making purchases. Companies should consider using online advertisements

for the products and services they offer as more people are using the Internet

to research goods they plan to buy before making the purchase (Desiderio,

2012).

Foreign Studies

The phenomenon of online shopping which is a part of e-commerce

has grown around the world. E-commerce is defined as the process of buying

and selling services and goods over Internet (Chaffey 2009).

In the same way, shopping online is defined as the idea of buying and

selling of products over the internet. The sellers’ viewpoint is to convince and

catch the attention of the prospective consumers’ to purchase products, and

make sure that he/she is satisfied. The buyers’ outlook toward online

shopping is the extent to which he/she can access, browse, purchase,

transact and repeat the same behaviour. In this digital age consumer are

driven by the technology. They are searching for the product on the internet

and eventually buying it (Raman, 2014).

Moreover, Chiu et al. (2009) described online shopping as an

exchange of time, effort, and money by receiving products or services. As

they conveyed, the success of online shopping depends mostly on consumer

satisfaction combined with the other factors which forms loyalty intention.
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Nowadays, online shopping became a medium for e-commerce

transaction in order to increase the quality of service provided to customers

and to increase their satisfaction by providing merchandise with good quality

at competitive prices; that is why online shopping is more convenient and its

popularity increases day by day (Sultan et al. 2011).

On the other hand E-commerce has been grown very fast because of

many advantages associated with buying internet because of lower

transaction and search cost as compared to other types of shopping. Through

online shopping consumers can buy faster, more alternatives and can order

product and services with comparative lowest price (Aimol, A., Verma, R., and

Chacko, N. 2014).

Likewise, customers like to buy online because it saves time and by

rapid access they get information quickly. It is the easiest way to purchase

products. Buying online is said to be easy, fun and time saving (Cheng, Han,

& Song, 2011).

As a result, shoppers may save their time in e-shopping because they

do not have to go through any effort on travelling to a mall or saving their time

in other psychology factors such as traffic jam etc. Online shopping increases

search efficiency by eliminating travelling costs and psychological costs brings

convenience in e-shopping (Jayewardene et al., 2009).

Online buying and selling have become important parts of many

people’s lives. Students and parents rely on Internet to acquire and sell

textbooks at affordable prices. Virtual stores allow people to shop from the

comfort of their homes without the pressure of salesperson, and online

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marketplaces provide a new and more convenient venue for the exchange of

virtually all types of goods and services (Morah Chizoba 2011).

Kuester (2012) further described consumer behavior as the study of

individuals, groups or organizations and the processes they use to select,

secure, and dispose of products, services, experiences or ideas to satisfy

needs and the impacts that these processes have on the consumers and

society.

Recently, research on consumer’s attitudes and behavior towards

online shopping has been the main focus in e-commerce. This may be due to

an individual’s attitude towards consuming a product is one of the most

important antecedents for predicting and explaining consumer’s choices

across products and services (Mojtaba Nourbakhsh et al. 2012).

Local Studies

The Internet revolutionized the way we shop. Because of the numerous

advantage and benefits, more and more people prefer buying things online

over the conventional method of going into stores it is because of its

convenience, better price, more variety, more control, no crowds, and no

pressure (Annanika, 2011).

On the other side, people shop online to avoid traffic going to malls.

They also prefer buying shopping because they can shop anywhere and

anytime using their mobile devices. It’s a lot easier and convenient (Kathlene

O. Cacho, 2015).
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Consequently, more and more Filipinos are beginning to shop online,

according to the results of MasterCard’s Online Shopping Behavior Study

2012 in 14 Asia Pacific countries. The survey also shows that the country’s e-

commerce potential is expected to grow even more with the emergence of

enabling technologies.

As reported by Philippine Daily Inquirer Pedroso (July 2015)

MasterCard’s study found that Filipino turn to the Internet to purchase the

following: home appliances and electronic products (35.1 percent), clothing

and accessories (31 percent), hotels (29 percent) and computer soft wares

(29.4 percent).

Another study on the consumer behavior by Visa titled “Visa Consumer

Payment Attitudes Study 2014” highlights the preference of Filipino online

shoppers towards local online retailers (80%) for faster deliveries (62%) and

less risk of lost orders (55%).

This support the findings of the eCommerce study where Filipino

consumers are concerned with the delivery times (43%) and payment security

(45%) when shopping for their items in overseas websites.

Because of their manual system, their services slow down. In current

system problems like missing orders and loss of data possibly occur by the

implementation of the online ordering system anyone that have the

authorization to access information, they could use them anywhere and

anytime (Pantiao, Hannahlyn B., 2009).

Hence, Kim (2010) provided evidence that privacy, security, trust,

convenience, enjoyment of online shopping, company reputation, and tactility

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are the factors that affect intention to purchase online. Kim collectively called

these variables as consumer factors.

Without a doubt, MANILA, Philippines- When it comes to learning more

about what they need to buy, Filipinos are among the most active in the Asia-

Pacific region in using the Internet for product research and snaring online

deal (Daxim L. Lucas, s2012).

According to the Visa E-Commerce Consumer Monitor (2014), Filipino

consumers are seeing value in online shopping, with as much as nine out of

10 consumers going to shop at least once a month.

However, the Reader’s Digest Trusted Brand 2013 Survey showed that

only 17 percent of the 1,000 Filipino respondents have significantly changed

their shopping habits despite the rising number of online stores in the last two

years. “Filipinos might be among the most active netizens in social media, but

when it comes to shopping it seems tradition remains a hard habit to break,” it

said (Desiderio, 2013).

Because of shopping via mobile phones people became well-informed

shopper of products since they are able to search about an item they want to

buy as well as compare prices across brands, and thus get the best deals

available (Facebook 2018 Holiday Study).

Consequently, the love for shopping is alive among Filipinos. They find

joy in going up and down the aisles to check out grocery items. Retailers can

further intensify the in-store shopping experience by offering a pleasant store

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environment. When shoppers are at ease, they are likely to come back to the

store. This also makes them more receptive to in-store marketing efforts like

promotions or impulse purchase (Lou-Ann Navalta & Nielsen’s, 2014).

Synthesis:

Today, everything is related to technology because it is designed to

help people living better. One of the most benefiting technologies is online

shopping through Internet. There are many reasons and factors why online

shopping is the best option over conventional shopping. Doing online

shopping is not always a perfect thing, it also has advantages but there’s

always a trap online.

First of all, online shopping is convenience. We don’t even have to line

up at the counter for purchasing in online shopping. Shopping just takes

minutes and we can easily get the item we want by searching through

keywords but not walking around to get item.

Besides, we can get better prices through online shopping. There are

offers of discount coupons and rebates and products from all over the world

can be bought through online shopping.

Another is online shopping offers variety of products and choices for

consumer. While looking for a product, we can search different brands

produced by different manufacturers.

However, psychological factors such as trust, privacy and security

issues and perceived risk such as shipping speed, are the main concern of
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online shoppers. These negatively influence online purchase intention and

behavior of consumers.

In conclusion, online shopping brings much convenient and benefits for

people. People can spend time shopping at home through online shopping,

thus helping people to save time. Using online shopping, we can shop

anything, anywhere at any time. On the other hand we need to be very careful

when choosing and trading online.

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design, respondents of the study,

data gathering tool, data gathering procedure, and statistical tool used in the

study.

Research Design

The main focus of the study is to investigate the factors influencing

students’ online buying behavior. Descriptive were used as research design.

This will enable the researchers to collect relevant data, work

effectively and have a deeper understanding to the factors influencing

students’ online buying behavior.

Respondents of the Study

The respondents of the study are 100 students of Ballesteros National

High School from Senior.

Data Gathering Tool

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The instrument used by researcher was questionnaire with scale to

measure the responses of the students of the formulated factors possibly

influence the online buying behavior of students’. The scale of the

questionnaire has 5 degrees of intensity with weights of 5 being the highest

and 1 being the smallest rating. The researcher personally distributed

management students of Ballesteros National High School.

Data Gathering Procedure

The study entails to the investigation of the factors influencing the

online buying behavior of students’ in Ballesteros National High School,

Ballesteros Cagayan. The questionnaires were distributed to the respondents

of senior high school students through briefing on the objective of the study

and direction in answering the questionnaire. Respondents will be

encouraged to answer the questions accurately as possible. Retrieval of the

questionnaires was done right after the respondents have accomplished

them. Results were collected, tabulated, interpreted, and finally it has been

analyze.

Statistical Tool

The questions under the study were treated by using s

Chapter 4
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PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents findings obtained from the questionnaires that

were processed by use of SPSS and Microsoft excel package. Tables were

mainly used for presentation of findings and each result was interpreted.

Correlation of variables, frequency, and percentage distribution were

computed and conclusions were drawn from the results obtained to shed light

on how perceived benefits, perceived risks and psychological factors

influence the online buying behavior of senior high school students of

Ballesteros National High School.

A. Factors Influencing Students’ Online Shopping Behavior

Table 1.1 Frequency and Percentage Distributions of the Respondents as to

the Factors Influencing Students’ Online Shopping Behavior.

1. FACTORS INFLUENCING MEAN DESCRIPTIVE REMARKS

STUDENTS’ ONLINE BUYING VALUE
BEHAVIOR
A. Perceived Benefits 3.58 Agree Extensive
1.1 I shop online because I get better
deals then in traditional retailing stores.
B. Perceived Risks 3.49 Agree Extensive
1.2 I hesitate to shop online as there is
a high risk of receiving malfunctioning
merchandise.
C. Psychological Factors 2.87 Undecided Moderate
1.3 Shopping online is risky because Extent
of a lack of strict cyber laws in place
to punish frauds and hackers.
GRAND TOTAL 3.31 Undecided Moderate
Extent

As reflected by the table, on statement number 1.1 and 1.2 under

perceived benefits and perceived risks, the respondents are agreed to shop
BALLESTEROS NATIONAL HIGH SCHOOL

online because of the better deals they get and hesitate to shop online as

there is a high risk of receiving malfunctioning merchandise. Got a remark as

extensive. While on statement number 1.3 under psychological factors, the

respondents are undecided if shopping online is risky because of a lack of

strict cyber laws in place to punish frauds and hackers, with a remark as

moderate extent. Got a total mean of 3.31, a descriptive value as undecided,

and a remark as moderate extent.

Legend:

Weighted Mean (WM) Descriptive Value (DV)

4.20-5.00 Strongly Agree
3.40-4.19 Agree
2.60-3.39 Undecided
1.80-2.59 Disagree
1.00-1.79 Strongly Disagree

B. Perceived Benefits
Table 2.1 Correlation between Perceived Benefits and Online Buying
Behavior

Online Buying Behavior

Pearson Correlation .913

Perceived Benefits Coefficient of determination 83.35%

Sig. (1- tailed) .025

N 100

The findings indicate a positive relationship between perceived benefits

of online shopping and consumer online buying behavior of students.

However, the Pearson correlation of 0.913 with a significance value of less

BALLESTEROS NATIONAL HIGH SCHOOL

than 0.05 showed a medium positive correlation between the two variables. It

was thus established that perceived benefits can account for 83.35% of the

variation of consumer online buying behaviour. This finding was consistent

with Delafrooz, Paim, & Khatibi (2010) who conducted a study on online

shopping behaviour of postgraduate students from a public university in

Malaysia and concluded convenience, price and wider selection had a

positive impact on attitude towards online shopping.

C. Perceived Risks

Table 3.1 Correlation between Perceived Risks and Online Buying

Behavior

Online Buying Behavior

Pearson Correlation -.814**

Perceived Risks Coefficient of determination 66.25%

Sig. (1- tailed) .000

N 100

Perceived risks were found to be negatively related to online buying

behaviour with a Pearson correlation coefficient of r = -0.814 and the

significance value is less than .001 as indicated by the double asterisk after

the coefficient in table 3.1. This implied that perceived risks shares 66.25% of

the variability in consumer online buying behaviour. The probability of getting

a correlation coefficient this big in a sample of 100 people if there was no

relationship between the variables is very low. Hence, it was concluded that

there is a genuine negative relationship between perceived risks and online

buying behavior. This finding was also made in a study on impact of online
BALLESTEROS NATIONAL HIGH SCHOOL

shopping experience on risk perceptions and online purchase intentions in a

study done by Dai et al., (2014) which concluded that online shopping

experience is negatively related to perceptions of product and financial risks

associated with online shopping regardless of product category. It can

therefore be confirmed from the findings that students consider uncertainity

as to the product quality, risk of receiving malfunctioning merchandise and

other delivery risks a key concern in making decision to shop online. Thus its

prudent to mitigate against these risks in order to get consumers to turn to

online shopping.

D. Psychological factors

Table 4.1 Correlation between Psychological Factors and Online Buying

Behavior

Online Buying Behavior

Pearson Correlation -.701**

Psychological Factors Coefficient of determination 49.14%

Sig. (1- tailed) .000

N 100

Psychological factors were found to be negatively related to online

buying behaviour with a Pearson correlation coefficient of r = -0.701 and the

significance value is less than .001 as indicated by the double asterisk after

the coefficient in table 1.4. This implied that psychological factors account for

49.14% of the variation in consumer online buying behaviour. Hence, it was

concluded that there is a genuine negative relationship between psychological

factors and online buying behaviour.

BALLESTEROS NATIONAL HIGH SCHOOL

These studies showed that consumers hesitate to shop online because

of financial risk and psychological factors like trust and security issues.

However, this finding contradicted by Hasslinger, Hodzic, & Opazo, (2007),

who made an observation that shoppers generally had a more positive

attitude toward feeling secure when purchasing online. This may be because

the study was done in a market that is more developed and has consumers

who are accustomed to online shopping.

[Link] of the Factors Influencing Students’ Online Buying Bahavior

Table 5.1 Correlation between Perceived Benefits, Perceived Risks and

Psychological Factors to Online Buying Behavior

Online Buying Behavior

Pearson Correlation .913

Perceived Benefits Coefficient of determination 83.35%

Sig. (1- tailed) .025

N 100

Pearson Correlation -.814**

Perceived Risks Coefficient of determination 66.25%

Sig. (1- tailed) .000

N 100

Pearson Correlation -.701**

Psychological Factors Coefficient of determination 49.14%

Sig. (1- tailed) .000

N 100

This table shows the correlation between perceived benefits, perceived

risks and psychological factors to online buying behavior. It is evidently

indicate that perceived benefits has positive relationship between online

BALLESTEROS NATIONAL HIGH SCHOOL

buying behavior. With the pearson correlation of 0.913 and a significance

value of less than 0.05. While perceived risks and psychological factors

negatively related to online buying wherein perceived risks has a pearson

correalation coefficient of r = -0.814 and the significance value is less than

.001. While psychological factors has a pearson correlation coefficient of r = -

0.701 and the significance value is less than .001.

Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter contains the summary of findings, conclusions and

recommendations. This section of the study concludes the research findings

as carried out.

Summary of Findings

The study focused on senior students of Ballesteros National High

School who bought online. The targeted population was 134 while the sample

size was 100. One-hundred (100) duly filled questionnaires were returned and

this was deemed acceptable for the purpose of this study.

The findings of the factors influencing consumer online buying behavior

are summarized as follows:

1. Factors Influencing Students’ Online Buying Behavior

1.1 On Perceived Benefits, the respondents have a descriptive

value “Agree” with a mean of 3.58.

BALLESTEROS NATIONAL HIGH SCHOOL

1.2 On Perceived Risks, the respondents have a descriptive

value “Agree” with a mean of 3.49.

1.3 On Psychological Factors, the respondents have a descriptive

value “Undecided” with a mean of 2.87.

2. Perceived Benefits

The findings indicated a positive relationship between perceived

benefits of online shopping and online buying behavior. However, the

Pearson correlation of r = 0.913, p (one-tailed) < 0.05 which implied

that perceived benefits can account for 83.35% of the variation of

consumer online buying behaviour, shows a medium positive

correlation between the two variables.

3. Perceived Risks

Perceived risks were found to be negatively related to online

buying behaviour with a Pearson correlation coefficient of r = - 0.814**,

p (one-tailed) < 0.001 for respondents with online purchasing

experience. This meant that perceived risks shares 66.25% of the

variability in consumer online buying behaviour.

4. Psychological Factors

Psychological factors were found to be negatively related to

online buying behaviour with a Pearson correlation coefficient of r = -

0.701**, p (one-tailed) < 0.001. This implied that psychological factors

account for 49.14% of the variation in consumer online buying

behaviour.
BALLESTEROS NATIONAL HIGH SCHOOL

Conclusions

Based on the research findings and data analysis, the following

conclusions were drawn.

The ever-increasing use of the internet provides a developing prospect

for online businesses and consumers. Awareness of the factors affecting

buyers’ likelihood to make online purchase can further develop marketing

strategies in converting potential customers into active ones. Individuals who

purchase online perceived significantly greater benefit in terms of

convenience, price and a wider selection.

Perceived risk associated with online purchasing negatively influenced

online purchasing behaviour. The respondents confirmed that uncertainty as

to the product quality, risk of receiving malfunctioning merchandise, difficulty

in settling disputes and delivery risk a key concern in making decisions to

shop online. A similar negative correlation was established for psychological

factors. This implied that the senior students of Ballesteros National High

School are looking for more safety and trust online.

Recommendations

1. The study recommends that various risk-reducing strategies should be

developed by online retailers.

2. Campaigns should also be done to be educate consumers on online

shopping to lure in more shoppers. This is because consumers are

more likely to make online purchases if they feel their security and

privacy provided by online vendors are adequate.

BALLESTEROS NATIONAL HIGH SCHOOL

3. Online retailers should put mechanisms in place to guarantee the

quality of their merchandise and create avenues of settling disputes

while making exchanges of products.

4. Safe and reliable courier services should be used to ensure that

products ordered online are received by the customers.

5. Online vendors should not only focus on offering low prices, broader

selection of products, convenience and other advantages associated

with online purchasing. This is because other concerns negate these

advantages, particularly risks, security and privacy concerns of online

shopping.
BALLESTEROS NATIONAL HIGH SCHOOL

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BALLESTEROS NATIONAL HIGH SCHOOL

Republic of the Philippines

Department of Education
Region 2
Division of Cagayan
BALLESTEROS NATIONAL HIGH SCHOOL
Ballesteros, Cagayan

September 4, 2019

LOLITA CABALZA UNIDA

Secondary School Principal IV
Ballesteros National High School
Ballesteros, Cagayan

Dear Madame:

In partial fulfillment of the requirements for the subject Practical Research 2,

we the undersined Grade 12 ABM-Flamingo students, would like to conduct
the research study entitled “Factors Influencing Students’ Online Buying
Behavior”.

In connection to this, we would like to ask your good office to allow us to

conduct the aforementioned research study in the school premises. Rest
assured that the data we will gather shall remain absolutely confidential and
shall be used in academic purposes only.

We believe that you are with us in our enthusiasm to finish the requirements
for our subject and to ultimately develop our well-being. We hope for your
positive response to this humble matter. Your approval to conduct this study
will be greatly appreciated.

Respectfully yours,

JAMES UMBLAS AR GEL BUCARILE PAULINE LAZO

KATHLEEN MENOR JEMMALYN NICOLAS

BALLESTEROS NATIONAL HIGH SCHOOL

Approved by:

Republic of the Philippines

Department of Education
Region 2
Division of Cagayan
BALLESTEROS NATIONAL HIGH SCHOOL
Ballesteros, Cagayan

September 4, 2019

Dear Respondent:

We, the researchers, are senior high school students pursuing an academic
track in Accountancy and Business Management. We are currently
undertaking a research project on factors influencing students’ online buying
behavior.

In view hereof, may we respectfully request that you answer the attached
questionnaire. Please be assured that your answers will only be used for
scientific purposes in the framework of the survey, individual persons shall not
be identified. Moreover, your responses shall be treated with utmost
confidentiality.

Please return the completed questionnaire as soon as possible to the

undersigned.

Thank you very much for your support!

Truly yours,

JAMES UMBLAS AR GEL BUCARILE PAULINE LAZO

KATHLEEN MENOR JEMMALYN NICOLAS

BALLESTEROS NATIONAL HIGH SCHOOL

Noted by: Approved by:

VIRGILIO M. TAMAYO JR. LOLITA CABALZA-UNIDA, Ph.D

Practical Research 2 Teacher Secondary Principal IV
BNHS, Ballesteros,Cagayan

Questionnaire:

This questionnaire is designed to obtain information for a study to investigate

factors influencing students’ online buying behavior. Your participation in this
survey is voluntary. Data obtained will be pure academic purposes. Your
opinion as expressed in this questionnaire is important and useful for this
study.

This section is about your thoughts regarding online shopping. Please TICK
( ) the appropriate answer to reflect the extent you agree or disagree with
Each of the following statements.

The extent is rated as;

Strongly Agree-5 Agree-4 Undecided-3 Disagree-2 Strongly Agree-1
5 4 3 2 1

1. What are the factors influencing students’

online buying behavior?

1.1 a. Perceived Benefits

I shop online because I get better deals
than in traditional retailing stores.
1.2 b. Perceived Risks
I feel that there will be difficulty in settling
disputes when I shop online.
1.3 c. Psychological Factors
Shopping online is risky because of a
lack of strict laws in place to funish
frauds and hackers.

2. What is the influence of perceived benefits

online shopping on online buying behavior?

2.1 I shop online because I get a beoader

selection of products.
2.2 I shop online as I can shop whenever I
want to-(24/7) availability.
2.3 I use online shopping for buying
products which are otherwise not easily
BALLESTEROS NATIONAL HIGH SCHOOL

available in the nearby market.

2.4 It takes little time and effort to make an
online purchase.
2.5 I shop online as I get detailed products
Information online.

5 4 3 2 1

[Link] what extent do perceived risks of online

shopping influence online buying behavior?

3.1 It is hard to judge the quality of the

merchandise over the internet.
3.2 I hesitate to shop online as there is a high
risks of receiving malfunctioning merchandise.
3.3 I might not receive the product ordered
online.

4. How do psychological factors influence

online buying behavior?

4.1 Shopping online is risky because of a

lack of strict laws in place to funish
frauds and hackers.
4.2 I feel that my credit card details may be
compromised and misused if I shop online.
4.3 I might get over changed if I shop online
as the retailer has my credit card
information.
4.4 I feel that my personal information given to
the retailer may be compromised to third
party.
BALLESTEROS NATIONAL HIGH SCHOOL