The Problem and Its Scope
The Problem and Its Scope
The Problem and Its Scope
Introduction
directly buy goods or services from a seller over the internet using web browser. It is the
way through which consumer can purchase goods or services directly by sitting at home.
Earlier to shop online consumers generally visit shopping website by sitting in front of
the desktop is not a full day connectivity. Nowadays, smartphones play a dynamic role to
connect to internet. Now either at office, travelling, home anywhere consumer can be in
touch with online shopping sites. It is just because ease of use through internet, whenever
But there is not always an easy accession to internet. Slow internet connections can
cause difficulties. If the companies build too complex or too large websites, it will take
too long for users to check them or download them and they will get bored eventually.
Other factor is the payment which many users still do not trust in the electronic methods
of paying and give up buying online because of this. One of the major disadvantages may
be the lack of trust of the users because of the constant virtual promotions that appear to
be frauds. This is an aspect that deteriorates the image and reputation of quality and
honest companies. Other disadvantage is the cash on delivery system, since it does not
guarantee the hundred percent purchase of the product. This is also the case of thousands
of users that dedicate themselves to daily mock big companies by ordering on the internet
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According to Smriti Chand, consumer behavior is the study how individual
customers, groups or organizations select, buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions. Marketers expect that by
understanding what causes the consumers to buy particular goods and services, they will
be able to determine- which products are needed in the marketplace, which are obsolete,
The study of consumer behavior assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various roles in
the marketplace. Starting from the information provider, from the user to the payer and to
The objective of this research paper is to determine the impact of the buyer’s
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Conceptual Framework
Chang, Cheung, and Lai (2005) studied categories of variables , which drive online
shopping activity. In their study, they divided the features into three broad categories.
Perceived characteristics of the web sale channel are the first one which includes risk,
online shopping experiences, advantage, service quality, and trust. The second category is
a website and product features which are risk reduction measures, site features and
Age was considered as variables in this study. According to Sorce (2005), while
older online shoppers search for significantly fewer products than their younger
explained more variance in online searching behavior. Age explained more variance in
online searching behavior if the consumer had first searched for the product online.
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Sex was another independent variable. Thomas (2018) stated that women are
increasingly more reliant on the internet to make purchases, while men still prefer bricks
and mortar, according to a new survey from First Insight. The survey found that men are
less likely to use Amazon to shop for the best price. Fewer men also subscribe to
Amazon Prime, and fewer embrace mobile shopping, according to the study. He also
added that men are destination drivers. They go in stores to touch and feel. Men like to
execute deal at stores and then bring items home with them. While, female shoppers, he
said, do not necessarily feel the need to go to stores in the same way. With a gender gap
driving a wedge between how women and men make purchases, retailers should take
notice.
Daily allowance was also considered since the buying capacity of students were
Number of hours spent on social media may also affect the consumer behavior
towards online shopping. According to the contradictory research of IBM (2012) and
(2013), social media has little impact on online shopping, with only 0.34 percent of sales
referred by social media sites. This makes sense. When individuals only have so many
hours in the day, any time spent on social media will detract from time spent on online
shopping activity. However, social media is often used for consumption-related activity,
such as sharing recent purchases or advertising products for sale. When individuals
interact with their social networks, they are exposed to consumption-related information.
Such exposure not only increases the number of products the individual is exposed to, but
also decreases the online research time they might need to make a purchase.
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Average amount spent in a Peso on a single purchase was also considered. Valdez
(2014) stated that when people go shopping, they shop for a particular thing. As it would
with regular shopping, online shopping comes with more distractions causing you to
spend more money. Sometimes for shipping to be free, you have to spend a certain
amount of money. This causes the buyer to look for more items just so they do not spend
Grade level was taken into consideration. This may have the same effect with the
This study determined the factors influencing consumer behavior towards online
shopping among the senior high school in Kibungsod National High School. Specifically,
1.What is the profile of the respondent in terms of age, sex, daily allowance/income,
average amount spent in Peso on a single purchase, grade level, and number of hours
2. What is the extent effect of factors influencing consumer behavior towards online
online shopping among the senior high school students in terms of product preferences,
activities when shopping online, and perception on online shopping when grouped
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4.Is there a significant relationship between the product preferences and respondents’
daily allowance, product preferences and respondents’ grade level, activities when
shopping online and respondents’ sex, and perception on online shopping and
Null Hypotheses
On the basis of the preceding problem, the null hypothesis would be tested at 0.05 level
of significance.
online shopping among the senior high school students in terms of product preferences,
activities when shopping online, and perception on online shopping when grouped
This study explored the factors that influenced consumer behavior towards online
shopping. This study will help the online retailers, online customers, and future
researchers.
To the online retailers. It will help them to improve their strategic marketing plan
according to the factors that influence the buying decision of customers. It will also give
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To the online customers. It will help them to be wiser enough to purchase more
secured products from trusted online retailers. Also, this will help them to take precaution
To the future researchers. It will give them information and understandings. It will
Although the research purpose is believed to be achievable, here are reasons that
The study was limited to the factors influencing consumer behavior towards
online shopping in Kibungsod National High School for school year 2019-2020. The data
will be gathered from senior high school students of Kibungsod National High School.
The independent variables were limited to the age, sex, grade level, daily
allowance, number of hours spent on social media in a day, average amount spent in Peso
The dependent variable was limited to the factors influencing consumer behavior
Definition of Terms
To better understand this study, the following terms are defined as they are used
in the study.
1. Consumer Behavior. This is the action and decision of the people who purchase
goods and services.
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2.Delivery System. This is the procedure for providing a product from online shop.
3.Internet. This is a place online where online customers are connected to online
6. Online Shopping. This is a kind of business which allows consumers to directly buy
7.Payment. Particularly, this is the money that is used to pay someone in exchange for
the product.
8. Perception on online shopping. This refers to the way consumers think about online
shopping.
9. Product Preferences. These are opportunities for the consumers to choose what
10.Purchases. This is a product that is bought by the online customer from the online
retailer.
11. Shopping Website. This is a site which allows everyone to explore and to shop
online.
12.When do purchased product. This refers to the time that the consumer will purchase
product online.
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