Assessing The Online Purchasing Behavior of Criminology Students of Andres Bonifacio College

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ASSESSING THE ONLINE PURCHASING BEHAVIOR

OF CRIMINOLOGY STUDENTS OF ANDRES BONIFACIO COLLEGE

A Thesis Presented to the


Faculty of the School of Criminal Justice Education
Andres Bonifacio College
College Park, Dipolog City

In Partial Fulfillment
Of the Requirements for the Degree
BACHELOR OF SCIENCE IN CRIMINOLOGY

ARELLANO, WARREN S.

BERNARDINO, KARYLLE FRITZ N.

INDING, CHARLES ADRIAN G.

November 2022
CHAPTER 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

The advent of technology has completely changed businesses' ways are

conducted worldwide. Most often, people prefer to shop online due to its

convenience, time-saving and fast transactions. Despite the numerous benefits,

some customers may find online shopping unsafe and unreliable. Online

shopping can be antisocial and buyers cannot build trust because sellers and

buyers never meet face-to-face (George et al., 2019). Trusting e-commerce

retailers is the key to turning potential customers into actual customers. There

are perceived risks in smart digital shopping (Wahid et.al, 2018).

Consumer awareness is the act of confirming that a purchaser or

consumer is aware of information about products, goods, services, and

consumer rights. On the other hand, it is also important to be aware of the

possible matters that may occur when buying things online. Consumer

awareness is critical for shoppers to make the right decisions and make the right

choices. Consumers have rights to information, rights to choices, and rights to

security. Learn more about consumer rights, obligations, and consumer

awareness (Jago, 2018). With the existence of privacy and security policies,

website designers are doing their best to put an end to this unethical practice. By

doing so, society will continue to depend upon online shopping, which will allow it

to remain a tremendous success in the future (Mohan et.al, 2019).

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Consumer behavior is influenced by many factors such as situation,

psychological, environmental and marketing factors, personal factors, family, and

culture. These factors are anchored from the study (Olansami, 2020).

Businesses try to collect data so that they can make decisions on how they can

reach their target audience in the most efficient way (Smith, 2019). On the other

hand, given the existence of internet scams and cybercrime, that doesn’t mean it

is needed to avoid online shopping. Hence, safe online shopping is possible,

provided one is aware of the potential risks and takes proper precautions. With

this, purchasing items online will be beneficial and convenient for buyers online

(Kapersky, 2022). The study found a strong relationship between trust and

loyalty, with customers often trusting the brand far more than the retailers that

sell it (Bilgihan, 2017; Chaturvedi et al., 2017).

Few studies have been made regarding online shopping behavior in the

city of Dipolog and even in some neighboring towns and cities of Zamboanga del

Norte and since the issue is on trend and most people practice it these days,

especially students, the researchers will look into the factors affecting online

purchasing behavior together with its impact of college students of Andres

Bonifacio College. This study will determine those factors that greatly affected

the students’ preference in terms of shopping online rather than the conventional

way of shopping and set out to find out what factors, within Andres Bonifacio,

could make customers satisfied with online shopping, such that they would

continually be forced to patronize such online retailers.

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THEORETICAL FRAMEWORK

The technology acceptance model has been developed by Fred Davis

based on the Theory of Reasoned Action. Furthermore, this model is structured

to foresee how users are going to accept and apply new technology like e-

commerce (Marangunić & Granić, 2018). This model has been formulated to

identify the acceptability of the technology and perform the modifications to

ensure that it is acceptable to the users. This model also explains the fact that

acceptability to users is dependent on two key factors such as perceived ease of

use and perceived usefulness. Perceived ease of use reflects the standard to

which people believe that they can use the system effortlessly. Moreover,

perceived usefulness outlines the standard to which people believe.

This model is broadly used to elaborate on why customers go online

shopping (Rauniar et al., 2017). The perceived usefulness of the technology

acceptance model in the context of online shopping describes savings in time

and efficiency in spending. Perceived ease of use of the technology acceptance

model illustrates how easily and conveniently the online shopping system works.

Both perceived usefulness and perceived ease of use influence positive attitudes

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and behavioral intent towards online shopping and eventually lead to users using

the product or service.

CONCEPTUAL FRAMEWORK

This study was anchored by Hooira Adnan entitled An Analysis of the

Factors Affecting Online Purchasing Behavior of College Students of Andres

Bonifacio College. In addition, a theoretical framework was developed to

scrutinize the relationship between perceived advantages, perceived risks,

hedonic motivations, psychological factors, and website design with the online

buying behavior of student consumers.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

 Perceived Benefits

 Perceived Risks and = STUDENT’S

Disadvantages ONLINE
 Hedonic Motivations PURCHASING

 Trust and Security BEHAVIOR

 Aesthetic and Content

Factors

Figure 1. Schematic Diagram of the Research Model

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The above model shows the relationship between the dependent variable

(DV) and the independent variable (IDV). Online Buying Behavior is perceived as

the dependent variable but perceived benefits, perceived risks, hedonic

motivation, psychological factors, and website design are independent variables

that affect the attitude of consumers toward online shopping. The research was

anchored on the study of Hooria Adnan which serves as the basis for this study

and helps in the analysis and interpretation of empirical results.

STATEMENT OF THE PROBLEM

This study aimed to determine the online shopping behavior among

College Students of Andres Bonifacio College, Dipolog City during the school

year 2022-2023.

Specifically, it sought to answrer the following:

1. What is the profile of respondents in terms of:

1.1 age;

1.2 sex; and

1.3 monthly gross income of the family?

2. What is the respondents’ perceived behavior level on online purchasing

along with:

2.1 perceived benefits

2.2 perceived risks and disadvantages

2.3 hedonic motivations

2.4 trust and security issues

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2.5 aesthetic design and content factors?

3. Is there a significant difference in the extent of the perceived level of

online buying behavior in terms of :

3.1 perceived benefits

3.2 perceived risks

3.3 hedonic motivations

3.4 psychological factors

3.5 website design and content factors?

SIGNIFICANCE OF THE STUDY

This study will be done to know further about the online shopping behavior

of college students at Andres Bonifacio College. Stakeholders that will benefit

from the study are as follows:

a. Small Entrepreneurs

      This research is advantageous to online sellers since it will help them decide

what type of promotion to utilize in their businesses and how to gain more

customers online.

b. Consumers

        Consumers will benefit from this study since it will act as a reference for

making particular decisions about purchasing goods and services online.

c. Students

    This study will benefit students because it will give them an awareness of

what should be the appropriate behavior in terms of purchasing products online.


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d. Future Resources

        This research will be used as a resource for future researchers looking into

the importance of internet commerce and those who want to know more about

why they are a lot of consumers prefer to purchase offline than in the malls or

other physical stores available.

HYPOTHESES

HO1: There is no significant difference in the extent of the perceived level of

online buying behavior and perceived benefits.

HO2: There is no significant difference in the extent of the perceived level of

online buying behavior and perceived risks.

HO3: There is no significant difference in the extent of the perceived level of

online buying behavior and hedonic motivations.

HO4: There is no significant difference in the extent of the perceived level of

online buying behavior and psychological factors.

HO5: There is no significant difference in the extent of the perceived level of

online buying behavior and website design.

SCOPE AND DELIMITATION OF THE STUDY

          The researchers aim to focus on the purchasing behavior online among

College students of Andres Bonifacio College in the School Year 2022-2023. The

scope of this study will include internet commerce and social media in particular.

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The gathering data was distributed to two hundred and five 50 students of

Andres Bonifacio College and gathered their profiles in terms of age, sex, and

family income. Also, it aims to determine the factors affecting the online shopping

behavior of these mentioned online buying behavior is perceived as the

dependent variable but perceived benefits, perceived risks, hedonic motivation,

psychological factors, and the website design are independent variables that

affect the attitude of consumers toward online shopping.

DEFINITION OF TERMS

Consumers - are individuals or corporations who consume or use goods and

services. 

E-Commerce - (electronic commerce) is the buying and selling of goods and

services or transmitting funds or data, over an electronic network, primarily the

internet.

Entrepreneur- a person who organizes and operates a business or businesses,

taking on greater than normal financial risks to do so

Hedonic- relating to or considered in terms of pleasant (or unpleasant)

sensations.

Online Selling - means going online and landing on a seller's website, selecting

something, and arranging for its delivery.

Psychological- affecting, or arising in the mind; related to the mental and

emotional state of a person.

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Social Media - refers to a computer-based technology that facilitates the sharing

of ideas, thoughts, and information through virtual networks and communities.

Website- a set of related web pages located under a single domain name,

typically produced by a single person or organization

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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related studies relative to the present study

regarding the factors affecting the online purchasing behavior of college students

of Andres Bonifacio College. Online shopping provides more information and

alternatives to customers about products and price comparisons, as well as

providing convenience and simplicity in finding something online. It has been

proven also to give more satisfaction to modern consumers concerning

convenience and saving time (Butler & Dan Peppard, 2017; Li & Dan Zhang,

2018). On the other side, some consumers feel inconvenienced by online

shopping due to distrust, which thus leads to a negative influence on consumer

online shopping behavior (Katawetawaraks & Dan Wang, 2018).

Perceived Benefits

Soopramanien and Robertson (2017) propose that mindset closer to

online buying relies upon the view of the purchasers concerning the sports

completed on the net as antagonistic to standard buying environments. Studies

have proven that comfort and time-saving are the primary motives that inspire

purchasers to keep online. Chen et al. (2019) indicate that comfort denotes

buying practices on the net that may lessen the effort and time of the purchasers

inside the shopping process. Schaupp and Bélanger (2018) argue that E-trade

has made locating traders less complicated via way of means of slicing down on

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attempt and time. Nazir et al. (2020) and Rehman and Ashfaq's (2017) studies

additionally tested that online buying is higher than traditional buying.

Because of comfort and simplicity of use, accordingly gaining extra

recognition in Pakistan, findings have been mentioned in the studies of Iqbal,

Rahman, and Hunjra (2012) whose purpose became to discover clients' desire to

keep online in countries like Pakistan. One of the variables covered inside the

version became perceived benefits, and it became proved that perceived benefits

of online buying extensively impacted clients' purpose to make online

transactions. Thus, perceived benefits affect the net shopping for purpose and

attitudes of purchasers.

Perceived Risks and Disadvantages

On the other hand, purchasers additionally don't forget dangers related to

a transaction earlier than pursuing a financial activity. These dangers may want

to consist of protection, economic, and privateer danger. Chen et al. (2010)

argue that protection danger influences online buying the goal of purchasers.

Perceived economic danger refers back to the opportunity for economic loss

because of purchasing on the net. Javadi et al. (2020) studied the variables

impacting the conduct of online consumers in Iran, and the studies aimed to

conquer the shortcomings of the sooner studies. Two hundred online

questionnaires have been randomly disbursed amongst a few online stores. The

variables studied covered product dangers, economic dangers, comfort dangers,

go-back policy, notions closer to online purchasing, etc.

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Hedonic Motivations

Childers et al. (2017) investigated hedonic and utilitarian elements

affecting online shoppers. A random pattern of a thousand purchasers was made

by those who had been aware of online buying environments and the findings

confirmed that there had been a few sturdy predictors that blanketed enjoyment,

navigation, comfort, and usefulness. Kim, Lee, and Kim (2019) investigated the

elements impacting the online seek and buy goal of online shoppers.

Questionnaires had been disbursed among a pattern of 245 respondents whom

few enjoy the usage of a pc and net for buying online. For checking out the

speculation, a structural speculation version becomes used. The findings of

having a look confirmed that elements are just like utilitarian and hedonic costs.

Furthermore, psychological factors (which incorporate privacy problems

and protection problems) may also have an impact on the hunt and purchase

cause of online shoppers. Lee and Huddleston (2018) argue privacy threat is

related to the concern of loss of privacy for the purpose that customers have to

show their non-public records while shopping online. Chen et al. (2017) therefore

propose that privacy controls are needed to get rid of the privacy problems of

online shoppers. Nazir et al. (2018) studied the variables impacting the internet

shopping behavior of Pakistani customers. The research intention was modified

to research different factors that affected internet purchasing behavior and to

understand why customers hesitated to save on the internet.

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Aesthetic Design and Content Factors

Chen, Hsu, and Lin (2019) investigated the factors of websites that result

in an elevated buy goal. The reason for the look became to suggest patron

choice systems that have been primarily based totally on internet site functions

and designs. The pattern became made among undergraduate college students

from a college in Taiwan and the respondents have been requested to fill out

online questionnaires Bai, Law, and Wen (2008) carried out a look at whose

reason became to scrutinize the effect of the great of an internet site on clients'

intentions to make online purchases. Online traffic in China has been used for

carrying out the studies due to the fact China has a massive online market. A

survey approach became used.

The study’s findings indicated that great the internet site had a

considerable superb courting with buy intentions. Also, patron pride became

observed to mediate this impact. The studies concluded that it became important

for organizations to put money into their internet site great to draw and preserve

online shoppers. Lee and Lin (2017) studied the perceptions of clients toward e-

provider great on the subject of online shopping. The paper evolved a version to

research the hyperlink among e-provider qualities, and patron satisfaction with

clients' goals to make online transactions. Data became accrued thru a web

survey and the pattern length became 297 respondents. The findings of the

studies advised that internet site design, responsiveness, reliability, and

acceptance as true affected the provider greatly.

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Chapter III

RESEARCH METHODOLOGY

This chapter introduces the research design, research environment,

respondents, research tools, data collection procedures, statistical procedures,

and ethical considerations relevant to this study.

Research Design

The purpose of this study is to know the impact of the factors affecting the

online purchasing behavior of college students of Andres Bonifacio College. This

qualitative research is done to understand people's underlying motivations and

reasons. Helps uncover general trends in opinions and attitudes. Quantitative

studies, on the other hand, aim to quantify the information and generalize the

results for selected samples. This research study uses triangulation techniques

to examine research topics to increase confidence in the results obtained. This

research work is both qualitative and quantitative in nature. It is qualitative as it

examines aspects such as consumer buying behavior and attitudes toward online

purchases. However, the research study is also quantitative in nature, as

attempts were made to quantify the results, and correlations and reliability were

confirmed.

Research Environment

This study will be conducted in Andres Bonifacio College specifically in the

Criminal Justice Education department. Andres Bonifacio College is a community

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college institution in the Philippines. Its campus is located at College Park, Brgy.

Miputak, Dipolog. the college offers course programs from kindergarten to

postgraduate levels. Alumni and students of the college are referred to as

Bonifacians.

It is guided by its vision to be a center of excellence in instruction,

research, technology, extension, athletics, and the arts. We commit to providing

affordable quality education with values in industry, intelligence, and integrity and

undertake relevant research and socially-responsive community service using

innovative technologies.

Figure 3.1 Location Map of the Research Study

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Respondents of the Study

In this study, data will be collected from the Criminology students of

Criminal Justice Education of Andres Bonifacio College. The respondents of this

study will be randomly selected but each year level will be having 25 respondents

each year level. It is briefly shown in the table below:

Table 3.1 Table of the Respondents of the Study

Year Level Frequency Percentage

1st Year 25 25%

2nd Year 25 25%

3rd Year 25 25%

4th Year 25 25%

Total 100 100%

Research Instrument

The research instrument of this study will be anchored from the study of

Hooria Adnan entitled An Analysis of the Factors Affecting Online Purchasing

Behavior of Pakistani Consumers. It will be utilizing a survey questionnaire that

will be discussing all the variables mentioned in the study namely perceived

benefits, website design and content factors, psychological factors, hedonic

motivations, and perceived risks.

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Scoring Procedure

To draw out respondents’ responses on the extent of their health

awareness of alcohol consumption, the five-point Likert scale will be utilized, as

follows: 5, Always; 4, Often; 3, Sometimes; 2, Rarely; 1, Never.

Weight Range of Values Description Interpretations


5 4.21-5.00 Always Always (5). This is a rating
given to a particular
descriptor at all times
manifested without any
single lapse.
4 3.41-4.20 Often Often (4). This is a rating
given to a particular
descriptor most of the time
manifested with very few
lapses.
3 2.61-3.40 Sometimes Sometimes (3). This is a
rating given to a particular
often manifested with fair
lapses.
2 1.81-2.00 Rarely Rarely (2). This is a rating
given to a particular
descriptor of having greater
lapses.
1 1.00-1.80 Never Never (1). This is a rating
given to a particular
descriptor having lapses all
the time.

Data Gathering Procedure

In terms of the data-gathering procedure, the researchers underwent

some relevant steps for the accomplishment of the present study. The

researchers first made some group sessions for the discussion of their study, the

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process, and the approval letters needed for the study. The researchers first

made a letter of approval addressed to the Dean of Criminal Justice Education

that they will be conducting and gathering data for their study. Upon approval,

they then went to their research adviser for further input in terms of the data-

gathering procedure. After, such a process, they then went to the different

mayors of each year level to distribute their letters addressed to the respondents.

After all, has been done, the researchers then proceed to distribute their survey

questionnaires as a tool for gathering relevant data.

Statistical Treatment

The data gathered will be analyzed and interpreted to answer the

problems of this study this would be possible through the following statistical

tools:

1. Frequency Counting and Percentage Computation. This will be used to

determine the demographic profile of the respondents. Percentage computation

will be done using the following formula:

Percentage = (f/n) x 100

Wherein:

f= Frequency of the number of students using any category

n= the total equal students using in all category

2. Weighted Mean. This will be used to organize the perception of the

respondents of this research study. The formula is shown below:

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x = Σfx/n

Where : x = Weighted mean

f = Frequency

x = Assigned weight

n = number of respondents

3. Spearman Rank Correlation. Spearman's rank correlation measures the

strength and direction of association between two ranked variables. It gives the

measure of monotonicity of the relation between two variables i.e. how well the

relationship between two variables could be represented using a monotonic

function.

The Spearman Rank Correlation can take a value from +1 to -1 where,

 A value of +1 means a perfect association of rank

 A value of 0 means that there is no association between ranks

 A value of -1 means a perfect negative association between rank

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`

ANDRES BONIFACIO COLLEGE


Dipolog City
SCHOOL OF CRIMINAL JUSTICE EDUCATION
APPENDIX A
CURRICULUM VITAE

PERSONAL DATA
Name: Warren S. Arellano
Address: New Sicayab, Polanco Z,D,N
Age: 24
Date of Birth: January 04 1998
Place of Birth: New Sicayab, Polanco.
Gender: Male
Civil Status: Single
Height: 5’3 cm
Weight: 56 kgs
Religion: Roman Catholic
Citizenship: Filipino
FAMILY BACKGROUND
Father’s Name: Alejandro C. Arellano
Occupation: Farmer
Mother’s Name: Salvacion S. Arellano
Occupation: Housewife
Parent’s Address: New Sicayab, Polanco
EDUCATIONAL BACKGROUND
Elementary: New Sicayab Elementary School
Secondary: Galas National High School

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Tertiary: Andres Bonifacio Collegeb
Course: Criminal Justice of Education

ANDRES BONIFACIO COLLEGE


Dipolog City
SCHOOL OF CRIMINAL JUSTICE EDUCATION
APPENDIX A
CURRICULUM VITAE

PERSONAL DATA
Name: Karylle Fritz N. Bernardino
Address: Padre Ramon Ext. Estaka Dipolog City
Age: 23
Date of Birth: April 18, 1999
Place of Birth: Siocon Zamboanga del Norte
Gender: Female
Civil Status: Single
Height: 5’4 cm
Weight: 51 kgs
Religion: Roman Catholic
Citizenship: Filipino
FAMILY BACKGROUND
Father’s Name: Bhuyan Bacabis
Occupation: OFW
Mother’s Name: Neddie N. Bernardino
Occupation: OFW
Parent’s Address: Padre Ramon Ext. Estaka Dipolog City
EDUCATIONAL BACKGROUND

Elementary: Baliguian Central School Secondary: Zamboanga del Norte National


High School

Tertiary: Andres Bonifacio College Course: Criminal Justice of Education

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ANDRES BONIFACIO COLLEGE
Dipolog City
SCHOOL OF CRIMINAL JUSTICE EDUCATION
APPENDIX A
CURRICULUM VITAE

PERSONAL DATA
Name: Charles Adrian G. Inding
Address: Sinaman, Dipolog City
Age: 21
Date of Birth: November 30, 2000
Place of Birth: Sinaman, Dipolog City
Gender: Male
Civil Status: Single
Height: 5’4 cm
Weight: 58 kgs
Religion: Roman Catholic
Citizenship: Filipino

FAMILY BACKGROUND
Father’s Name: Joel G. Inding
Occupation: Farmer
Mother’s Name: Jocelyn P. Inding
Occupation: Housewife
Parent’s Address: Sinaman, Dipolog City

EDUCATIONAL BACKGROUND
Elementary: Dipolog Pilot Elementary School
Secondary: Punta National High School
Tertiary: Andres Bonifacio College

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Course: Criminal Justice of Education

ANDRES BONIFACIO COLLEGE


Dipolog City
SCHOOL OF CRIMINAL JUSTICE EDUCATION
APPENDIX B
SURVEY QUESTIONNAIRE

PART I

Please fill in the questionnaire only if you have an online shopping experience. Tick the

option that you find most suitable. Do not tick more than one option.

1. Age

o 18-20 years old

o 21-23 years old

o 24-26 years old

o 27 years old and above

2. Sex

o Male

o Female

3. Family Income

O 10,000 php below

O 11,000-15,000 php

O 16,000-20,000 php

O 21,000 php and above

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The succeeding questionnaire was adapted from the study of Hooria

Adnan entitled An Analysis of the Factors Affecting Online Purchasing Behavior

of Pakistani Consumers.

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