Problem and Its Background

Chapter 1
Problem and Its Background
Introduction
The web is being created quickly within the final two decades, and
with a relevant computerized economy that's driven by data innovation to
being created around the world. After a long-term improvement of the
internet, which quickly expanded web clients and a better speed web
association, and a few modern innovations moreover have been created
and utilized for web creating, one of it is the distinctive shopping
involvement in different ways to shoppers, as there are much more
benefits for buyers to buy online were, they can purchase an item
without the confinements of space and time can be known as Online
shopping, it is characterized as the method of a client to buy a benefit or
item over the web. In other words, a buyer may at his or her relaxation
purchase from the consolation of them possess domestic items from a
web store. They can get to more data than ever sometime recently with
the assistance of look motors and the other investigation devices on the
web, and hence shoppers will feel happier and more dynamic amid the
online buy handle.
Today´s 21st century is getting to be more interconnected and is
changing our shopping behaviour. Ever since the final two decades,
individuals tend to purchase things more on e-commerce stages because
it is more helpful and less time devouring than conventional shopping.
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Through e-commerce, companies can conduct trade exercises
electronically counting commerce exchanges, the company's operational
capacities, an assortment of information to shoppers, as well as valuable
to preserve a relationship sometime recently, amid and after the
obtaining preparation that can influence choices in online buying.
Over the years, both in the workplace and at home, the Internet
has been an important part of people's everyday lives. The exponential
development of information technology has obviously changed the
customer behaviour environment. A rise in impulse shopping has been
triggered by online retailing that is available 24/7. Impulse buying is now
deemed to be a phenomenon. As online retail sales are growing steadily
and are expected to continue to do so, businesses are seeking to
capitalize on the convenience of online shopping by integrating strategies
to promote purchases of impulses.
Websites have been very creative in promoting impulse buying with
the continued evolution of technology and expanded expertise of online
marketing. Nevertheless, online shopping habits for impulses have
scarcely been studied here in the Philippines. International researchers
as well as retailers have been interested in this topic, but only a few local
studies have tapped into it. In this study the researchers will cater the
leading factor that influences the consumer decisions towards online
buying or purchasing.
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Background of the Study
Consumer behaviour and decision towards purchasing online is
becoming a major new topic in marketing and consumer research. We
understand "online consumer behaviour" to refer to any Internet-related
activity associated with the consumption of goods, services, and
information. Internet consumption includes: (1) gathering information
passively via exposure to advertising; (2) shopping, which includes both
browsing and deliberate information search, and (3) the selection and
buying of specific goods, services, and information. For this study, we
focus on purchasing to the exclusion of information gathering and
shopping. While these components of e-commerce are important, both
traditional and web-based businesses seek to attract customers to their
web sites and sell.
The present study focused on the buying behaviour of SMEs who
are purchasing online. It includes factors that affect their online buying
behaviour such as the website characteristics, product characteristics,
suppliers‟ characteristics and their online buying experiences.
Participants were the SMEs who are using the internet in browsing,
reviewing and eventually purchasing products or services. The
respondents of the study were the owners/managers of SMEs who are
into service and trading businesses. SMEs purchased online but not too
often. However, they believed that online buying will save their time,
money and effort, thus, reduces their purchasing costs. They considered
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return policy, product specifications, and security of transactions as
important parts of online buying because these will give them a feeling of
security. Yet they have a little concern with the availability and variety of
products for sale online. With the emergence of enabling technologies,
SMEs today are facing challenges in their business strategies in order to
remain competitive. Therefore, SMEs should continuously embrace
online buying as a business tool to allow many opportunities in
improving their services, which will eventually increase their sales and
profits.
Internet shopping is a phenomenon that is growing rapidly
nowadays. Online shopping is more convenient as of today because of
the pandemic. Online shopping also is one of the process of buying goods
and services from merchants who sell on the internet. As the online
shopping spread through worldwide the sellers are now more focus on
how to gain the attention of the consumers through the means of online
system. This was more convenient because you don’t have to leave your
house just to buy your intended needs and wants, you just need to have
the access to internet and install some online shopping application and
find the product you are looking for. However, there are online shops
that are untrustworthy and make fraud a profit. There are several
scammers in online shopping that is why the consumers need to know
more if the intended shops are legit. The main purpose of this study is to
determine the factors influencing the buying decisions of the consumers.
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Theoretical Framework
According to a report (ACNielsen Report on Global Consumer
Attitudes towards Online Shopping, 2005) published on, one tenth of the
world population is shopping online, 627 million people have done online
shopping, and 11 according to the same report Germans and British are
on the top of the list on Online Shopping. Through online, consumers
can easily search product catalogue but if the consumer look generally
for the same product or item. So price comparison is also another
convenience factor of online shopping.
Time savings is one of most influencing factors of online shopping.
Browse or search an online catalogue can save time and patience. People
can save time and can reduce effort by shopping online. On the other
side, that it is also time taken for delivery of goods or services over online
shopping. So the importance of the time saving factor cannot be
neglected as motivation behind online purchasing.
Convenience refers that it is easy to browse or search the information
through online is easier than the traditional retail shopping. And it is
always been a prime factor for consumers to shop online.
According to Webcheck’s (1999) study shows that convenience factor is
one of the biggest advantages of online shopping. Through online
purchase consumers can easily compare the price than the traditional
purchase.
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Website design/features Website design and online shopping activity is
one of the vital influencing factors of online shopping. According to the
study conducted by Zhang, Dran, Small, and Barcellos (1999, 2000), and
Zhang and Dran (2000) indicated that website design features of the
website are important and influencing factors that leads consumer’s
satisfaction and dissatisfaction with a specific website.
Website design features can be considered as a motivational factor that
can create positive or negative feelings with a website. It can also be the
guide of the customers for successful transactions and attract the
customers to revisit the website again. However, worse quality website
features can also hamper online shopping.
Security is another dominant factor which affects consumers to shop
online. But transaction security on the online shopping has received
attention. Safe and secured transaction of money and credit card
information increases trust and decreases transaction risk. And also
According to Bhatnagar and Ghose (2004) Security is one of the attribute
14 which limits buying on the web as they claim that there is a large
segment of internet shoppers who don’t like to buy online because of
their thinking about the security of their sensitive information. Cuneyt
and Gautam (2004) claims trust in the internet shopping with advanced
technology, and frequent online shopping to the internet being secured
as a trustworthy shopping channel.
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The Engel Kollat Blackwell Model of consumer Behaviour is created to
describe the increasing, fast-growing body of knowledge about consumer
behaviour. This model has gone through a lot of revision to improve its
ability of the basic relationship between components and sub-
components
The Engel Kollat Blackwell Model of Consumer Behaviour or consists of
four distinct stages:
1. Information Input Stage: This stage the consumer gets the
information they needed on the marketing and non-marketing sources,
in which it influence the problem recognition stage of the decision-
making. If the consumer didn’t give a specific decision, the search for
external information will be activated in place to make a choice or in
some cases if the consumer experience conflicts because of alternative
selected will be a less satisfactory.
2. Information Processing Stage: In this stage it consists of the
exposure, attention, perception, acceptance, and retention of the
consumer in incoming information. The consumer need to become
exposed to the message, allocate space for this information, interpret the
stimuli, and retain the message by transferring the input to long-term
memory.
3. Decision Process Stage: The main focus of this model are on five
basic decision-process stage: Problem recognition, research for
alternatives, alternative evaluation (which the beliefs may lead to the
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formation of attitudes, which it may result of purchase intention)
purchase, and outcomes. It’s not necessary for every consumer to go
through all these stages; it depends on the routine problem-solving
behaviour.
4. Variables Influencing the Decision Process: In this stage it consists
of individual and environmental influences that affect all the five stages
of the decision process. The individual characteristics include motives,
values, lifestyle and personality; the social influences are culture,
reference groups, and family. Social influences, such as a consumer’s
financial condition, also influence the decision process.
It can be seen that many of the elements of the model are similar
to Howard Sheth model of consumer behaviour, however the structure of
presentation and relationship between the variables differs somewhat.
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Maslow's Hierarchy of Needs Theory
According to Maslow, these needs can create an internal pressure that
influences a person’s behaviour. Maslow proposed that motivation is the
result of a person’s attempt at fulfilling five basic needs: physiological,
safety, social, esteem and self-actualization.
Physiological needs are the needs of human to survive such as air,
food, water, shelter, clothing and sleep.
Safety needs it includes the needs that provide a person with the sense
of security and well-being. Personal security, financial security, good
health and protection from accidents, harm and unwilling effects are all
included in safety needs,
Social needs, also called love and belonging, it also refers to the need
to feel a sense of belonging and acceptance. The social needs are very
important to humans so that they don’t feel lonely, isolated and
depressed. Friendships, family and intimacy all work to fulfil social
needs.
Esteem needs it refers to the needs for a self-esteem and respect, with
self-respect is more important than gaining respect and admiration for
other people.
Self-actualization needs it describe a person’s need to reach his or her
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full potential. The need to become one’s capable of something that is a
highly personal.
Conceptual Framework
INPUT PROCESS OUTPUT
Profile of the Questionnaire

respondents
according to: Interpretation
and Analysis of Factors Influencing
Age data
Consumer Decisions
Gender
Education Buying Online
Socio – economic
Status
Factors Influencing
Consumer Decisions
Online Buying
FEEDBACK
Figure 1. presented the moderating variable which is the profile of the
respondents; age, gender, education and socio-economic status. The
main variable focused on the factors that influence online buying
decisions such as; convinience, time saving, website design/feature and
security.
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Statement of the Problem
This study aims to identify the leading factors that influence the
consumer decisions towards online buying particularly the residents of
M. Santos St. Barangay 25 Zone 4 Pasay City. Specifically, it will seek to
answer the following questions;
1. What is the profile of the respondent in terms of:
1.1 Age;
1.2 Gender;
1.3 Education;
1.4 Socio-Economic Status
2. What is the leading factor that influences consumer online buying
decisions among of all these factors:
2.1 Convenience
2.2 Time Saving
2.3 Website Design/Feature
2.4 Security
3. What is the leading indicator among the following:
3.1 Convenience
3.2 Time Saving
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3.4 Security
4. Is there any significant relationship between the factors influencing
online buying behaviour to the demographic profile of the respondents
pertaining to their age?
Objective of the Study
This study delves deeply into the factors that influence the
decisions towards online buying of the consumer. The purpose of the
study are the following:
 To determine the leading factor of customer’s that influence
to their buying decisions towards online purchasing.
 To know the customers buying decisions towards online
buying indifferent factors that influence them such as
convenience, website design/feature, time saving and
security.
 To evaluate if there is an effect and significant relationship to
consumer’s demographic profile pertaining to age and to the
factors influencing the consumer decision towards online
purchasing.
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Significance of the Study
Online marketing makes our life to live convinient, no hussle and
provides an easier access in terms of purchasing goods and services
online .
The result of this study can be useful to help the following
beneficiaries:
Online Distibutor. This study would help them to plan on how they make
strategies to gain customers trust and satisfaction. Moreover, to become
a successful online marketer.
Customer/Client/Student. That they would be able to know what should
they cater first in terms of purchasing online that could help them in
their buying decisions making.
Entrepreneur. They will have a basis on what are the qualities that must
be consider of their product when they plan to venture into this line of
online business.
Future researcher. Which they could use a reference to any future
researches or exploration that involved on the factors influencing the
standards in buying or purchasing online.
Scope and Limitations of the Study
This study has some scope and limitations within which the
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findings need to be interpreted carefully. First, because of the time limit
this research was conducted on a small size of population of M. Santos
St. Barangay 25 Zone 4 Pasay City which entails the criterion that the
intended respondents should involve in an online buying activity to
allocates the proper data needed. More specifically, this study will
include 100 respondents at the age of 18-30 years old, who will answer a
prepared set of questionnaire through the means of online activity.
Secondly, this study will identify the leading factor and significant
relationship of factors influencing consumer decisions towards
purchasing activity online pertaining to age.
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Definition of Terms
Consumer - A consumer is a person or a group who intends to order,
orders, or uses purchased goods, products, or services primarily for
personal, social, family, household and similar needs, not directly related
to entrepreneurial or business activities
Convenience - Convenience is the state of being able to do something
easily with little effort and no hindrances.
Decision - Decision is a choice that is made, or the act of making up
one's mind.
Influence - Influence is the power to have an important effect on
someone or something. If someone influences someone else, they are
changing a person or thing in an indirect but important way.
Online Buying - An activity or action of buying product or service over
the internet.
Security – Security refers to all the measures that are taken to protect a
place, or to ensure that only people with permission enter it or leave it.
Time Saving - shortening the length of time required for an operation,
activity, etc.
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Website design/features - The art and process of making a web page or
a website.
Chapter 2
Review of Related Literatures and Studies
This chapter presents selected readings, survey results and related
literature and studies conducted globally and locally to provide further
support for this study. Few authors have done through intensive
readings of materials, both printed and online, all of which has a great
significance on this study. Most of the literature and studies gathered
talks about the customers behaviour towards online buying in terms of
risk financial transaction, online security risk, social image risk, time
loss risk, privacy risk and psychological risk.
Related Foreign Literature
Foreign Literature
In the study of Kumar, et al (2012). “A Study of Factors Affecting
Online Buying Behavior: A Conptual Model, states that the buying
behavior key model was designed to eamine the the key factors realting
to affect of the buying motives of intended consumers for online buying
or E-Shopping. The basis of this framework is to observe and explore the
the process of purchasing decision and how does the factors affect the
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consumers towards online buying.
Based on Robert Grant, et al (2010) in their article “ A Review of
Factors Affecting Online Consumer Search Behavior from an Information
Value Perspective indicated that in terms of purchasing process of
products and services through the use and the means of internet became
an easiest form to be systematize nowadays. Thus, evidences such
research, online sales, convertion ratios and enquiry sales, shows and
initiate an answers to the arose customers information. This provide
focus to utilize the the source, personal factors and product factors that
influence the consumer search behavior and the limit identified factors
that allocates the information itself and the complex buying decision of
the arising consumers. Through this artice the customers frustrations
weas being identified. Marketing theory inadequate the complexity needs
of the intended consumer.
According to Uzun, H & Poturak, M. (2014) in their research entitle
“Factors Affectimg Online Shopping Behavior of Consumers” states that
the relationship between e-satisfaction and e-loyalty has a context factor
that affects the customers behavior towards purchasing online. The
usage of internet plays an integral role of the online transaction and
becomes a means of channel to perceive buyers. This journal was
designed to inegrate and test the variables of factors affecting consumer
behavior and to formulate hypothesis the consumers experience towards
e-commerce. Data gathering was conducted online to 200 randomly
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citiznes. The result of the study inadequate the relation between the
satisfaction with the online service and customers intention to patronize
the product and earn the customers loyalty.
Based on the study of Prshant, Raman (2014) entitled “ Factors
Influencing Women Consumers’ Buying Behavior Towards Online
Shopping in India” states that women has the greatest number of online
shoppers in India and online shopping become a developing activity that
provide conviience to many consumers. Through the use of questionaire
and conducting a survey they find out that the factors were identified
was link in the consumers buying behavior and preferences. The analysis
established various variables. Factors are being evaluated through the
use of developed model. The study shows that it was risk-free and
provided an easy online shopping experience. The reliability issue
proposed as the biggest restriction to the growth of online shopping.
In the study of Thananuraksakul, Siriporn (2018) entitled “Factors
Influencing Online Shopping Intention: A Study of Thai Consumers”
states that the important factor is the positive attitude toward online
shopping followed by the trut and the subjective norms. The study use
the descriptive research the questionaire are designed as the data
collection gathering. The methodology use of surveys was conducted at
the central shopping mall where in the participants are aged of 25 years
old and cover up to 384 participants as the sample. The analysis of
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variance and the multiple regression are used as derivable data
information.
Kumar, et al (2017) “ An Empirical Study on the Factors Affecting
Online Shopping Behavior of Millenial Consumers” said that the online
market in India become massive and extensive. The conceptual
framework consist the essential factors such as; consumer
innovativeness, perceived benefits, perceived risks, attitude and
intention. The four factors become a determinants to aim the main
objective of the study. The population of millenial was segmented and
uses the systematic random sampling to get the outcome of the study.
In the study “ Factors Influencing Consumers’ Attitude Towards E-
Commerce Purchases Through Online Shopping” by Jusoh & Ling
(2012), defined online shopping as the process of buying goods and
services from merchant who sell on the internet. Data information were
collected via self – administered questions where in they used
convinience sampling method that covers 100 respondents. The rsults
determines the factors influencing consumers’ attitude towards e-
commerce purchases through online shopping. The date gathering were
utilize by different variables. There are 34 questions in Part B (attitude
towards online purchase) and 36 questions in Part C (purchase
perception towards online shopping). ANOVA were used to determine the
differences between independent variable such as age, income,
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occupation and pattern of online buying (type of goods) and dependent
variable such as attitude towards online shopping.
According to Javadi, et al (2012) “An Analysis of Factors Affecting
on Online Shopping Behavior of Consumers” that the behavior of the
consumers are the mainly issue in the field of successful marketing
process. The study undergoes to examine the main factors that influence
the online shopping behavior. The data utilize in making use of the
model that established the impact of perceived risks, infrastructural
variables and return policy on attitude towards online shopping behavior
and subjective norms, perceived behavioral control, domain effective
innovativeness, and attitude on online shopping behavior as the
hypothesis of the study. The study shows the financial-risk and the non-
delivery risk negatively affected attitude towards online shopping. This
include that the domain specific innovativeness and subjective norms
positively affect online shopping behaviour towards purchasing.
In the journal of Babar, et al (2014) entitles “Factors Influencing
Online Shopping Behavior of Consumers defined online shopping as an
emerging trend in many developing countries. The study uses the (TAM)
Technology Acceptance Model to give focus to the two main domains of
perceived usefulness and the ease of use of the technology. The model
helps to identify the factors and the intended variables. Data gathered
from the 132 internet users to determine and measure the relationship of
the four variables such as; ease of use, financial risk, attitude and
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measure of usefulness.
Online shopping was a global business nowadays. According to
Delafrooz, et al. (2010) entitle “Students’ Online Shopping Behavior: An
Empirical Study” states that the develop of the market requires a good
marketing strategies to encourge potential consumers into active one.
Through the use of self-administered questionaire with the five level of
Likert scale, analyzed the significant determinants of the consumers
attitude toowards online shopping situation. The outcome of the study
indicate that the utilitarian orientation, convience, price, and a greater
number of the influenced consumers towards online shopping
purchases. Moreover, e-retailers should highlight a more user-friendly
function in order to allocate the customers.
Local Literature
According to Crafts (2012), technology does not create impulse
buyers; rather, it gives impulsive consumers more resources to shop and
the easier access to complete transactions in a short amount of time,
making purchases truly a reaction to an impulse. However, online
impulse purchase behaviours have been seldom investigated here in the
Philippines. This topic has interested foreign researchers as well as
retailers but only a few local studies have tapped on this. Therefore, this
study will greatly enrich our knowledge of this essential element on
consumer behaviour among millennial.
According to the researchers Banzuelo, et al (2019) In the
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eighteenth century, celebrities have been involved in endorsing a product
or a service. This study focuses on drawing out a result to the following:
to analyse the literature available on the effect of celebrity endorsement
on consumer buying behaviour; to test whether there is any relation
between the attitudes of the consumers that is being a supporter, neutral
or opposes of celebrity endorsement considering some demographic
profiling variables (age, gender, course and family monthly income); to
identify the celebrity attributes that will likely influence the purchase
intentions of the consumers; and lastly is to examine the consumers
perception of the celebrity endorsement that is now a widespread
strategy to heighten up the sales of a company by influencing consumers
through them. Literature reviews from the presented study revealed that
existing studies have been carried out on the impact of celebrity
endorsement on consumers’ buying behaviour but not in the Philippine
context.
According to Tallud, Flarida (2014) the attitude and behaviour of
SMEs‟ towards online buying are two main factors that affect e-buying
potential. Based on several studies, the major reasons for buying online
seem to include convenience, flexibility of opening hours, and saving
money. Subsequently, firms buy online because they can get detailed
product information, delivery, convenience, product quality and lower
prices. The present study focused on the buying behaviour of SMEs who
are purchasing online. It includes factors that affect their online buying
22
behaviour such as the website characteristics, product characteristics,
suppliers‟ characteristics and their online buying experiences.
Participants were the SMEs who are using the internet in browsing,
reviewing and eventually purchasing products or services. The
respondents of the study were the owners/managers of SMEs who are
into service and trading businesses. SMEs purchased online but not too
often. However, they believed that online buying will save their time,
money and effort, thus, reduces their purchasing costs.
According to Chua, Cristopher (2014), the study reveals that portal
users are mostly male, young professionals, Citisec Online (COL)
financial clients and have limited experience in online trading. The
portals are recognized to be useful, easy to use, beneficial, secured and
within the control of users. The five variables namely perceived
usefulness, ease of use, risk, benefit and behavioural control show slight
to substantial positive correlations to each other. Users encountered
minor problems which seldom occur while using the portal. Nowadays,
an investor or trader has an option to subscribe to a retail online trading
account to gain access to an online trading portal provided by a broker.
Investors and traders can perform transactions in an online trading
portal by entering the specific trade in their internet enabled computer,
which in turn, transmits the trade to the broker. This is matched to the
lowest bid and asks quotes. If a matched is found, the trade will be
executed.
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According to the Ericsson Mobility Report (Ericsson, 2014),
Filipinos use smartphones primarily for chatting, browsing the Internet,
visiting social network sites, viewing video clips, and sending text
messages and emails. The subscriptions to smartphones continue to rise
because of these online activities whose main subscribers are the youth
(10–24 years old). The World Bank (2016) reported that there were 111
mobile phone subscriptions per 100 people. Obviously, the need to
socialize and the influence of the society drive the youth to use
smartphones. Because of the call to socialize, the convenience brought
by smartphones entices the youth to use these devices showed that the
youth in Jordan use smartphones mainly for communicating, setting of
alarm or using as watch, and for sending messages.
According to Grecu et al (2020) Consumers’ Decision-Making
Process on Social Commerce Platforms: Online Trust, Perceived Risk,
and Purchase Intentions stated that the effect of perceived risk on
intention to go shopping in online settings, and consumer trust and
buying behavior on online retailing platforms. Limited research has
considered consumers’ decision-making processes on social commerce
platforms by investigating how their perceptual attitudes, behavioral
intentions, and immediate gratifications affect the purchase of products
and services online. Subsequent directions should clarify whether
adoption of mobile payment services may shape online consumers’
impulsive buying behavior and decision-making, especially under the
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influence of online product reviews.
Based on the study of Catedrilla, Jypzie (2017) Filipino
Consumers' Decision-Making Model in Social Commerce stated that the
proliferation of the social activities in the social media platform in the
Philippines created an avenue for business entrepreneurs to take
advantage of the opportunity to expand their markets and to attract
online consumers, thus social commerce has emerged as the new era of
e-commerce. To examine the social interaction of Filipino consumers as
for how this would affect their online purchasing behavior by
conceptualizing the constructs of WOM communication and observing
other consumer’s purchases and examining their impacts on the
intention to purchase, actual purchase and post-purchase behaviour.
Based on the researchers Legaspi, et al. (2016) the study presents
findings on consumer behaviour among millennial in the Philippines
regarding online impulse purchase behaviours. The rapid growth in
information technology has evidently influenced the landscape of
consumer behaviour in the Philippines despite infrastructure
constraints. Filipino consumers’ buying patterns had diversified through
an increased accessibility to products and services with online options.
The research presented Filipino Millennial as online impulse buyers in
four scales: Consumer Impulsiveness Scale, Optimum Stimulation Level
Scale, Self-monitoring Scale, and Level of Impulsiveness in Purchase
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Decision Scale in the local setting. Participants were millennial aged 19
to 35 years old; student, employed or unemployed; single or married.
These Millennial are social media users like Instagram, Facebook, they
subscribe and receive promotional emails from different brands and
individuals. They have tried buying online using credit card, debit card
or cash-on-delivery basis.
According to Odona, Casey (2018) Filipino Consumer Buying
Behaviour towards Online Shopping on Mobile App Marketplace stated
that the factors that affect the consumer buying behaviour on mobile
app marketplaces and gauge how it affects the online shoppers.
Moreover, the research aims to assess the level of perception on these
factors between the two largest buying group which are the Millennial
or Generation Y (20 – 35) and Generation X (36 – 55). The study
specifically aimed to address the following concerns: (1) the profile of
the Filipino online shoppers on mobile app marketplaces; (2) Mobile app
shoppers’ assessment on the factors that affect the consumer buying
behaviour; and (3) the level of agreement on the perception of consumer
buying behaviour between the Millennial or Generation Y and the
Generation X. Descriptive type of research design was used to describe
what is going on and what exists through relational questions, was the
methodology used. Results showed the respondents’ level of perception
on the different factors that affect the consumer behaviour towards
online shopping on mobile app market places.
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Based on the data information result of MasterCard’s Online
Shopping Behaviour Study (2012). The survey also shows that the
country’s e-commerce potential is expected to grow even more with the
emergence of enabling technologies.Thee report is bullish on the
prospects of e-commerce advancing in the Philippines, as long as
merchants, and credit card and payment solution companies more
effectively promote the security of online transactions, ensure that there
are no hidden charges, and strictly adhere to delivery timelines. Other
suggestions to improve the Filipino online shopping experience include
minimizing the delivery fees, protecting consumers from unscrupulous
websites, and facilitating the ease of transactions.
Based on Cacho, Kathleen (2015) regardless of the nature of their
business, local entrepreneurs are encouraged to adopt e-commerce
strategies to take advantage of the growing online market. Robert
Gantuangco, director and co-founder of Digital Commerce Association of
the Philippines (DCOM.ph) said there is robust potential for e-commerce
to grow in the Philippines, on the back of the country’s strong 41% per
cent Internet penetration rate. To remain successful in online retailing,
Gantuanco said retailers have to build their own community, invest in
reliable Internet connection and increase the selection of their products.
E-commerce also opens business opportunities in sales and after-sales
support service, warehouse and shipping, payment collection, import and
exports.
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B. Review of Related Studies
Foreign Study
As stated by Vrender (2016), the day-by-day taste, inclination, and
choices are changing with respect to distinctive variables such as Web
development. In any case, the advancement needs a few more
understanding related to the consumer’s behavior. Buyer behavior
investigates recognizes a common show of buying behavior that portrays
the forms utilized by customers in making a buy choice.
Based on Severi et al., (2014) the effectiveness of social media has
engaged the marketers and clients with quick interaction and
communication forms to upgrade client benefit, increment brand
mindfulness, and construct solid customer-brand connections. Utilizing
social media apparatuses, shoppers will have the chance to specific their
conclusions to a larger number of individuals conjointly discover the
specified data rapidly without bringing about much fetched.
According to Hudson et al., (2016) the commerce marketers will
have the opportunity to connect with their existing and potential clients
utilizing two-way communications to get wealthy and important
experiences rapidly and at lower costs. The marketers have moreover
realized the extra values of social media channels through simpler
collaborations with brand referrals and quality of data sharing.
In accordance with Ebster and Garaus (2017) the visual marketing
is the craftsmanship and science of displaying items within the most
28
outwardly engaging way, emphasizing on the communication with the
clients through images and introductions, additionally shown that visual
marketing could be a device to communicate a message around
merchandise to the buyers by utilizing different visual styles and topics
additionally visual marketing components make the most noteworthy
positive effect on motivation buying for customers when shopping in
specialized clothing and footwear stores.
As stated by Zuroni & Goh (2012) the ease of utilizing does not
influence the behavioral design in this case or maybe impacted by
security and protection issues. No relationship is built between the client
and the online shop within the nearness of seen online hazard indeed in
case a client went through hours on the Web.
Concurring to Zhou, T. (2011) the social bunches or society, social
status reflects the significance of this part and reflects the positions.
Customers obtaining choices and conduct escalation impact social status
and part. Agreeing to an individual’s position within the family, his
position at work and his sexual orientation may be a set of exercises and
states of mind consider as a social part.
Based on Kim, J. S. and. J., (2012) the agents decided that the
cost recognition heightening affected whether a customer would make a
future buy and whether customers were fulfilled with their buys. Two
components that formed cost recognition were cost comparisons and the
seen quality of the benefit and stock.
29
As expressed by Patnaik, S., (2015), the entire preparation of
recognition is made up of three diverse stages. The primary organize is
called the presentation arrange, another is the consideration organize,
and in conclusion, is the translation arrange. The brain is the one who
boosts within the consideration stage and translates the jolts agreeing to
the past involvement and what the person wants within the translation
arrangement.
As clarified by Hong‐Youl Ha (2011) it is fast and simple to total
exchange at the site. The location must have competitive costs, great
choice, gets it my needs, gives in-depth data, shopper feel comfortable in
surfing this location and it doesn't squander the time. The level of
personalization at the location is around right, not as well much or as
well small and it ought to have a site plan figure generally cruel of Site
Plan Calculate.
Based on Saad Akbar, (2015) that the progressed nearness
deviations relations between the players. Furthermore, businesses have
gotten a handle on and gotten the importance of the Web and it has
gotten to be that e-commerce within the proficient system, for most
companies, can be seen as a compliment. The noteworthiness of the
financial control and prevalence has come to the bleeding edge and
organizations’ tolerating of opposition has changed melodramatically. To
extend competitive advantage and to communicate with clients in today’s
world electronic commerce channels are utilized by businesses.
30
Local Study
According to Salvador, Lisa (2013) Determinants of Purchase
Decisions and Consumers’ Willingness to Pay for Green Products states
that the purpose of the study was to investigate the influence of
consumers buying decisions and willingness to pay for green products.
Five variables were examined for the determinants, and three questions
were considered for the willingness to pay for green products. The study
revealed a low to moderate influence of personal , social , economic,
psychological factors and product attributes on consumers purchase
decision This means specific items are influential to one demographic
but not to another. the study are willing to pay for green products, and
from those who are willing to pay, 39% perceived they have the
willingness and ability to pay up to 5% more of the product price. This
study added to the literature of green consumer behaviour and provided
a consumers’ viewpoint to aid in the development of marketing
strategies.
In the Study of Pinca, Korina and Lgaspi M Ba (2015) Online
Shopping behaviour of the student in the college of Business
Administration, state that online shopping is becoming a trend to a busy
people, particularly in young and those who have the knowledge on how
to shop and buy online. The focus of this study is to describe student
practices in online shopping to determine to level of entrepreneurial
mind-set of online shoppers, and to determine the problem faced by
31
online shopping student of the college of Business Administration,
University of Eastern Philippines. The younger age group might be more
familiar with the internet compared with their older counterparts. But
due to financial constraints the risk involved they were found to be more
hesitant in buying online.
According to Mahinay (2016) Consumer Perception and Purchase
Behaviour on Online Shopping among Students in Mindanao University
of Science and Technology states that the study determined whether
there is a significant relationship between consumer perception and
purchase behaviour on online shopping among students in Mindanao
University of Science and Technology. Through a survey questionnaire
adopted from three different previous studies, three elements of
perception were gauged: (1) convenience; (2) benefits; and (3) leisure, and
another three elements of behaviour: (1) convenience; (2) security; and (3)
leisure. It has been found out that the respondents’ perceptions and
their purchase behaviour on online shopping are both high. Correlational
analysis yielded a high significant association between their beliefs and
behaviour at .05 Significance of level. It is important for online
marketers, entrepreneurs, and businessmen to consider the fact that
students spend more time on the internet and that this factor will likely
increase the students’ online shopping behaviour.
In Study of Bringula et Al (2018) Factors influencing online
purchase intention of smartphones: A hierarchical regression analysis
32
stated that the factors company, personal, and technical could influence
online purchase intention of smartphones. Toward this goal, data
gathered from 230 students were analysed using hierarchical regression
analysis. Trust was the strongest predictor of online purchase intention
of smartphones. It was disclosed that price was initially considered when
buying the device. However, subsequent analyses revealed that this
variable was no longer considered when personal-related factors were
included in the analysis. Quality was not a significant predictor all
throughout the analysis. It was concluded that the study was able to
determine the factors that could influence purchase of smartphones in
an online environment.
Based on the study of Dejoras et al (2018), Factors Affecting Online
Buying Behaviour of Taguig City University Graduate Student stated that
the evolution and spread of internet at an extraordinary pace over the
last few decades has resulted in emergence of online purchasing of
products and services. The purpose of the study is to assess the factors
affecting the online buying behaviour as to convenience, security, website
design/features and time-saving of graduate students of Taguig City
University. The researchers utilized a descriptive-correlational research
design through a survey given to 100 respondents. Majority of the
respondents are 21 to 25 years old, females, single, with a monthly
income between P10, 000-P20, 000, enrolled in Master in Business
Administration program, Roman Catholics, working in the service
33
industry and mostly in private sector. Most of the user students are
using e-commerce platform, shopping online quarterly, purchasing
tickets for booking on airlines, hotels and travels and paying through
cash on delivery. Online shoppers are moderately satisfied as to
convenience, security, promotion, website design and features and time
saved. Results also show that they are very satisfied with the easy
payment system provided by online stores.
According to Galvez, Daphne (2018) Facebook: More Filipinos use
online mobile shopping states that The study, which analyzed the
shopping habits of 1,504 people from ages 18 and above in the
Philippines, revealed that even when people go to a physical store to
shop, they still use their mobile devices to do some research. The study,
which analyzed the shopping habits of 1,504 people from ages 18 and
above in the Philippines, revealed that even when people go to a physical
store to shop, they still use their mobile devices to do some research. The
study also found that three in five Filipino shoppers say that using their
mobile phones for holiday shopping helps them in making informed
buying decisions. Filipino shoppers will spend an average amount of P17,
000 during Christmas, and 40 percent of mobile-first shoppers will
spend more than that. Basically, mobile-first shopping is driving not only
more research and bargain-hunting behavior, inventory-behavior but it
also ends up making them spend more,
In the study of Francia, Arra (2018) Filipinos still prefer in-store
34
shopping over online sites, States that Filipino consumers still prefer shopping
in brick and mortar stores over online platforms, favoring the physical
appeal of products despite the convenience of online purchases,
according to a study by digital research and consulting firm, Research
and Tech Lab (RTL). RTL recorded the sentiment of online shoppers from
July to September. The coincided with the sale promo of leading e-
commerce sites Lazada and Shopee. Here, the company found that
68.61% of Filipinos still favor traditional shopping. The data revealed
that although shoppers are drawn to the appeal of purchasing online for
reasons such as no checkout queues, 24/7 access to stores, and
available reviews for products, many are still wary of site legitimacy.
Nowadays technology has changed the shopper’s journey by blurring
lines and creating new stages where buyers can easily switch channels
from online to offline — searching online to buy offline and vice versa.
The use of more than one channel has given Filipino buyers more
opportunities that go beyond the traditional.
According to Nartea et Al (2019) Exploring the Characteristics of
Millennial in Online Buying Behavior stated that Online Shopping has
become an important medium for sales and marketing transaction In
fact, many people are switching from the traditional form of trading
goods and now joining the Online Shopping craze. Philippines are the
third highest in the Asia Pacific countries which were seen patronizing
the platform of buying products online. However, it was also perceived
35
that there are a high percentage of Filipino buyers who are not a fan of
Online Shopping. This studied and explored the factors that affect the
buying behavior of the consumers and aimed to investigate the
relationship of the factors of online shopping and the consumer purchase
decision process. The results revealed that consumers consider the
factors such as Sales promotion, Advertisement, Social environment,
Feedback, Logistics, and Payment process and that they undergo process
of Consumer Purchase decision making. Online business must take into
consideration these factors in designing and implementing their online
shops to experience sales growth.
Based on the study of Uy et al (2019) Customers’ Perception on the
Trustworthiness of Electronic Commerce states that Electronic commerce
is growing popular across the world because of the convenience it brings
to online sellers and online customers. However, as the electronic
commerce rises, problematic issues like privacy concerns,
dissatisfaction, incompetent deliveries, and the most important trust
issues also surface. Some studies also specifically stated that personal
information, product quality, security, and business reputation are the
usual factors which the customers evaluate to deem the online business
as trustworthy.
In the Study of Futalan et al (2020) Influence of Demographics and
Buying Capacity on Consumer Buying Behavior During the COVID-19
Pandemic in Dumaguete City, Philippines. States that the study looks
36
into how the buying behavior of the residents of Dumaguete City, in
regards to demographics and consumer buying capacity, is influenced by
the COVID-19 pandemic. Here were 316 respondents, living, working,
and studying in Dumaguete City, who participated in this study. The
results show that majority of the respondents are experiencing varying
levels of financial pressure during the COVID-19 pandemic, which
directly influences the buying behavior of most people. It also shows that
gender, education, and occupation directly influence consumer buying
behavior during the COVID-19 pandemic. Lastly, age and family size do
not constitute a significant relationship with consumer buying behavior
during the COVID-19 pandemic.
Relevance of The Study
The related local and foreign, literatures and studies gathered
discuss about the Factors that Influence The Consumer Decision Online
Buying of the resident in M.Santos St. Brgy. 25 Zone 4 Pasay City. Most
of the studies focuses on the consumer decision and behavioural being
and also the factors influencing the online buying activity. Through the
other literatures and studies, they concluded that there are different way
of factors that influence the decision of the consumer and the mostly the
increasing of the new technology is the one with the great factor why
many people involve in online buying activity.
37
Chapter 3
Research Methodology
This chapter contains the method of research used in the conduct
of this study. It includes the gathering of data, sampling technique, the
research subjects, population of the study, instrument utilized to gather
data as well as the statistical tools employed in processing the data. This
chapter is showing how these data will help to analyze and how the
researcher came to the necessary data for this study and interpreted and
presented in the easiest way possible.
Research Method
This study utilizes the descriptive method of research to determine
the Factors Influencing Consumer Decision Online Buying. According to
Ethridge (2004), descriptive research can be explained as a statement of
38
affairs as they are at present with the researcher having no control over
variable. Moreover, “descriptive research may be characterized as simply
the attempt to determine, describe or identify what is, while analytical
research attempts to establish why it is that way or how it came to be” It
would see if dependent variables in relation to risk financial transaction,
online security risk, social image risk, time loss risk, privacy risk,
psychological risk. This descriptive research would use qualitative
methods approach to assess the feedback from the respondents by
emphasizing objective in the analysis of data collected through surveys.
Source of Data and Sampling Techniques
The totality number size of the residents in M. Santos St. Barangay
25 Zone 4 Pasay City was inadequate in the Slovin’s formula with 5%
margin of error, the researchers deals with smaller number of population
with the overall number of 134 people who lived in the particular area
that the researchers choose and come up to a 100 number of the
respondents. The researcher used the simple random sampling in
choosing the respondents. Each member of the subset has an equal
probability of being chosen. The researchers use a specific technique on
how we can have the complete respondents.. To avoid bias the
researchers drew out 100 questionnaires from all the participants to
reach the number of respondents.
Slovin’s Formula:
39
n=
Where:
n= Sample size
N= Number of population
e= Margin of error
Description of the Respondents
The research respondents of this study are the residents in M.
Santos St. Barangay 25 Zone 4 Pasay City. This indicates their age
within 18-30 years old. The researchers provide a criterion, that the
intended respondents should be inclined in online buying activity. The
total population of the respondents is 100.
Instrumentation
For this study, a questionnaire was used to gather the
respondents’ feedback. A survey is a list of questions aimed at extracting
specific data from a particular group of people. The researchers used
close ended type of questionnaire. Part I of the questionnaire covers the
socio-demographic profile of the respondent; such as age, gender,
educational attainment, and socio-economic status. Part II covers the
factors influencing the consumer decision online buying including the
convenience, time saving, website design/feature and security.
Validation of Questionnaire
40
The researchers wanted to validate their questionnaire by using
other people that are not respondents of the study to make it more
reliable to use, and also to see that it’s not easy to manipulate.
Data Processing Procedure
The researchers consolidated data gathering procedure. Due to
lack of resources, the researchers accumulated the 100 number of
respondents. Approval to distribute the questionnaires and conduct the
study was secured from by the superior. Since were having a pandemic
face to face survey was not ideal to do so. The researchers come up to
online surveys which they answered it with full of honesty. The study
was administered during their convenient time.
Statistical Treatment of Data
Present, analyze and interpret the data gathered from the
respondents, the researchers may utilize the frequency counts,
percentage, weighted mean, standard deviation, pearson-r and t-test.
For Part I, which covers the demographic profile of the respondents
including the age, gender, educational attainment and socio-
demographic profile of their parents. Frequencies and percentage were
used with the following formula:
PERCENTAGE
where in:
41
P = percentage of the quantity compared to the total
f = number of frequency
n = total number of the respondents
For Part II, which composed of 5-point Likert scale aranged from 1
for the lowest to 5 for the highest that covers the factors influencing the
respondent’s satisfaction in terms of health, safety, taste, convenience
and price. To test the relationships of the data, the researchers used
weighted mean and pearson-r with the following formulas:
WEIGHTED MEAN
WA=
where in:
WA= weighted average/mean
F = number of frequency
x = measurement or value
n = total number of the respondents
PEARSON-R
r=
42
where in:
x = the observed data for the independent variable
y = the observed data for the dependent variable
n = size of the sample
r = the degree of relationship between x and y
T-TEST
t=
df = n-2
where in:
r = the obtained Pearson r value
n = size of the sample
The following describes the weight and the mean range of the degree of influence,
represented by each point:
WEIGHT MEAN RANGE DESCRIPTION
5 4.20 - 5.0 Strongly Agree
4 3.40 – 4.19 Agree
3 2.60 – 3.39 Neutral
2 1.80 – 2.59 Disagree
1 1.0 – 1.79 Strongly
Disagree
43
The following describes the range of the value of influence, represented by each point:
Pearson R (Range of Value*)
0.90 to 1.00 (-0.90 to -1.00) Very high positive (negative)
correlation
0.70 to 0.90 (-0.70 to -0.90) High positive (negative)
correlation
0.50 to 0.70 (-0.50 to - Moderate positive (negative)
0.70) correlation
0.30 to 0.50 (-0.30 to -0.50) Low positive (negative)
correlation
0.00 to 0.30 (0.00 to -0.30) Little, if any correlation
44
Chapter 4
Presentation Analysis and Interpretation of Data
This chapter includes the statistical results of the study which are
divided into 4 (four) parts and each have a corresponding table for every
topic/matter at focus. The first part consists of the demographic profile
of the residents in the M. Santos St. Barangay 25 Zone 4 Pasay City.
The second part of the statistical results is the factors influencing
consumer decision online buying. The third part consists of the leading
that influences the consumer decision. The last part shows the
significant relationship of consumer’s demographic profile in terms of
45
age towards purchasing activity online. There would also be
interpretation regarding the data that is included.
Demographic Profile of the Students
Table 1.1 Profiles of Respondents as of Age
Table 1.1 clearly shows that majority of the respondents are 20 years old
with a frequency of 44 or 44%. Followed by 19 years old with a frequency
of 38
or Age Frequency (f) Percentage (%)
18 2 2
19 38 38
20 44 44
21 12 12
22 - 30 4 4
n=100 100
38%, 21 years old with a frequency of 12 or 12%, 22 - 30 years old and
46
above with a frequency of 4 or 4% and 18 years old with a frequency of 2
or 2%. This implies that the common age of resident in M. Santos
Barangay 25 Zone 4 Pasay City is 20 years of age.
Table 1.2 Profile of Respondents as of Gender
Gender Frequency (f) Percentage

(%)
Male 44 44
Female 56 56
n=100 100
Table 1.2, it can be seen that majority of the respondents are female with
a frequency of 56 or 56% while the male has a frequency of 44 or 44%. It
clearly implies that most of the respondents in M. Santos St. Barangay
25 Zone 4 Pasay City are female.
Table 1.3 Profile of Respondents as of Education Attainment
47
Educational Frequency (f) Percentage (%)
Attainment
Second Year College 6 6
Third Year College 38 38
Fourth Year College 12 12
College Graduate 44 44
n= 100 100
Table 1.3 clearly shows that majority of the respondents are college
graduate with a frequency of 44 or 44%. Followed by the Third Year
College with a frequency of 38 or 38%, Fourth Year College with a
frequency of 12 or 12%, and Second Year College with a frequency of 2 or
2%. This implies that the highest educational attainment of the
respondents is those professional who are engage in workplace
environment.
Table 1.4 Profile of Respondents as of Socio-economic Status
48
Socio – Economic Frequency (f) Percentage
Status (%)
7,000-Below 30 30
7,001-14,000 28 28
14,001-21,000 23 23
21,001-28,000 12 12
28,001-35,000 3 3
35,001-Up 4 4
n=100 100
From the Table 1.4, it can be seen that majority of the respondents with
a frequency of 30 or 30% of the respondent’s parent’s socio-economic
status have 7,001-14,000. It can be implied that most of the consumer
are those who has an income and credible to perform the online
purchasing activity.
Study on the Factors Influencing Consumer Decision Online Buying
49
Table 2.1 Convenience as Factors Influencing Consumer Decision
towards Online Buying
Convenience WM Interpretation
1. I can choose the method of 3.99 Agree

payment.
2. I can pay on the day of arrival of 3.53 Agree
items.
3. The delivery update if the 3.30 Neutral
products are on the way.
4. Offer variety of products. 3.93 Agree
5. Provides an easy comparison of 4.04 Agree

prices.
Average Mean 3.76 Agree
Table 2.1 shows the convenience as factors influencing consumer
decinsion towards online buying. Majority of the respondents with a
weighted mean of 4.04 said that online buying provides an easy
comparison of prices. The totality mean 3.76 meant that the respondents
are Agree in convenience as factors influencing consumer decision
towards online buying.
Table 2.2 Website Design/Feature as the Factors Influencing Consumer

Decision towards Oline Buying
50
Website Design/Feature WM Interpretation
6. I prefer buying on website that’s 3.67 Agree

providing quality of information.
7. The website design helps me to 4.13 Agree
search the products easily.
8. The website design attracts the 4.08 Agree
attention of the consumer.
9. Provides me an easy scan system 4.00 Agree
because of well formatted
content.
10. I prefer to website that 3.60 Agree

provides an effective navigation.
Table 2.2 shows the Website Design/Feature as factors influencing
consumer decision towards online buying. Majority of the respondents
with a weighted mean of 4.13 said that the website design help them to
search the product easily. The totality mean 3.90 meant that the
respondents are Agree in Website Design and Feature as the factors
influencing consumer decision towards online buying.
Table 2.3 Time Saving as Factors Influencing Consumer Decision

towards Online Buying
51
Time Saving WM Interpretation
11. In online buying I can save my 4.47 Strongly Agree

time by just easily choosing
different variation by just scrolling.
12. The time purchase is less in 4.17 Agree
online shopping.
13. Online buying saves my time 4.06 Agree
by standing in lines, particularly
when holidays.
14. There is no time pressure in 4.12 Agree
online buying.
15. There is a particular span of 3.99 Agree

time on when can I claim the
items or products.
Table 2.3 shows the time saving as factors influencing consumer decision
towards online buying. Majority of the respondents with a weighted mean
of 4.47 said that in online buying I can save my time by just easily
choosing different variation by just scrolling. The totality mean 4.16
meant that the respondents are Agree in time saving as factors
Table 2.4 Security as Factors Influencing Consumers Decision towards

Online Buying
52
Security WM Interpretation
16. I feel safe and secure while 3.08 Neutral

shopping online
17. My personal information is 2.80 Neutral
safe and protected.
18. Credit/debit card payments 2.65 Neutral
are protected.
19. The security of the 2.60 Neutral
application or website is strict.
20. My information is not easily 2.58 Neutral

can access, it notify me if
someone access on it.
Average Mean 2.74 Neutral
Table 2.4 shows the Security as factors influencing consumer decision
towards online buying. Majority of the respondents with a weighted mean
of 3.08 said that they feel safe and secure while shopping online. The
totality mean 2.74 meant that the respondents are Neutral in security as
factors influencing consumer decision towards online buying.
Resume on Factors Influencing Concumer Decision Online Buying
53
Table 3.1 Ranking of Personality Types Influencing Student’s Career
Choice
Indicators Weighted Ranking Verbal

Mean Interpretation
Convenience 3.76 3rd Agree
Website 3.90 2nd Agree

Design/Feature
Time Saving 4.16 1st Agree
Security 2.74 4th Neutral
Table 3.1 shows that Time Saving is the factor that influence the
consumer decision towards online buying with a total mean of 4.16
followed by Website Design/Feature with a total mean of 3.90,
Convenience with a total mean of 3.76 and Security with a total mean of
2.74. This indicates that the respondents are engage in online buying
activity because they can save time and provide an easy access towards
the intended product they are looking for.
Pearson Correlations Coefficient and T-test Relationship for
Indicators and Socio-economic Status
54
Table 4.1 Relationships between Indicators and Age using Pearson r
Indicators Degree Level of Pearson r Interpretation

of Significance value
Freedom
Age vs. 98 P > 0.05 0.03 Little, if any

Convenience correlation
Age vs. Website 98 P > 0.05 0.12 Little, if any
Design/Feature correlation
Age vs. Time 98 P > 0.05 0.15 Little, if any
Saving correlation
Age vs. 98 P > 0.05 -0.25 Low positive
Security (negative)
correlation
Average Total 98 P > 0.05 0.08 Little, if any

correlation
The degree of relationship existing between the general weighted average
of the residents in Barangay 25 Zone 4 Pasay City and the indicators
which are convenience, website design/feature, time saving and security
is little, if any correlation, using the range of values for the interpretation
of the Pearson r.
Table 5.1 Relationships between Indicators and age using T-Test
Indicators Degree Level of T- Critical Significance
55
of Significance Test Value
Freedom
Age vs. 98 P > 0.05 1.42 1.661 Significant
Convenience
Age vs. Website 98 P > 0.05 3.79 1.661 Significant
Design/Feature
Age vs. Time 98 P > 0.05 3.02 1.661 Significant
Saving
Age vs. 98 P > 0.05 1.05 1.661 Significant
Security
Table 5.1 shows the relationship between age and the indicators that
influence the consumer decision towards online buying. There is a
significant relationship between age and Convenience with a t-test value
of 1.42, Website Design/Feature with a T-test value of 3.79,Time Saving
with the T-test value of 3.02 and the Security with the T-test value of
1.05, using the range of values for the interpretation of the T-test. It
simply implies that there is a significant relationship between the factors
that influence consumer decision in online buying activity with the age of
the respondents.
Chapter 5
Summary, Findings, Conclusion and Recommendations
56
In this chapter the summary of the study is conducted. A review of
the purpose of the study, a restatement of the research questions,
research methodology used, and a summary of the study results or
findings and conclusion. Recommendations that will serve as guidelines
and possible studies were included in this chapter.
Summary
The main problem of the study is to determine the factors influencing the
consumer decision towards online buying of the residents in M. Santos
St. Barangay 25 Zone 4 Pasay City. Specifically, it will seek to answer the
following questions:
2. What is the profile of the respondent in terms of:
1.1 Age;
1.2 Gender;
1.3 Education;
1.4 Socio-Economic Status
2. What is the leading factors that influence consumer online buying
decisions among of all these factors:
2.1 Convenience
2.2 Time Saving
2.4 Security
57
3. What is the leading indicator among the following:
3.1 Convenience
3.2 Time Saving
3.4 Security
4. Is there any significant relationship between the factors influencing
online buying behaviour to the demographic profile of the respondents
pertaining to their age?
Findings
Be founded upon the conducted online survey, the demographic profile of
the residents in M. Santos St. Brgy. 25 Zone 4 Pasay City in terms of age,
gender, socio-economic status and factors influencing consumer
decisions towards online buying of the academic year 2020-2021 were
gathered, the researchers found out the following:
1. As a result most of the residents in M. Santos St. Brgy. 25 Zone 4
Pasay City are 20 years old with a frequency of 44 or 44% followed by
19 years old with a frequency of 38 or 38%, 21 years old with a
frequency of 12 or 12%, 22 - 30 years old and above with a frequency
of 4 or 4% and 16 years old with a frequency of 18 or 2%.
2. Most of the residents in M. Santos St. Bgry. 25 Zone 4 are female with
a frequency of 56 or 56% while the male has a frequency of 44 or
44%. It clearly implies that most of the respondents are female.
58
3. Majority of the respondents are college graduates with a frequency of
44 or 44%. Followed by the Third Year College with a frequency of 38
or 38%, Fourth Year College with a frequency of 12 or 12%, and
Second Year College with a frequency of 2 or 2%. This implies that
most of the respondents are those who are financially capability.
4. Most of the respondents with a frequency of 30 or 30% of the
respondent’s parent’s socio-economic status have 7,000-below. It can
be implied that the respondents are financially able to attain the
purchasing activity through online.
5. As the results, the respondents with a weighted mean average of 4.04
values online buying provides an easy comparison of prices. The
totality mean 3.76 meant that the respondents are Agree in
convenience as factors influencing consumer decision towards online
buying.
values the website design as essential to search the product easily.
The totality mean 3.90 meant that the respondents are Agree in
convenience as factors influencing consumer decision towards online
buying.
values time alotted in online buying activity by just easily choosing
different variation by just scrolling. The totality mean 4.16 meant that
59
the respondents are Agree in convenience as factors influencing
consumer decision towards online buying.
values security in online buying activity. The totality mean 2.74
meant that the respondents are Neutral in convenience as factors
9. Time Saving is the leading factor that influences the consumer
decision towards online buying with a total mean of 4.16 followed by
Website Design/Feature with a total mean of 3.90, Convenience with
a total mean of 3.76 and Security with a total mean of 2.74. This
indicates that the respondents are favourable in online buying
activity.
10. There is a significant relationship between age and Convenience
with a t-test value of 1.42, Website Design/Feature with a T-test value
of 3.79,Time Saving with the T-test value of 3.02 and the Security
with the T-test value of 1.05, using the range of values for the
interpretation of the T-test
Conclusion
Based on the findings above, the followings conclusions are drawn.
1. The residents in M. Santos St. Brgy. 25 Zone 4 are age of 20 and
majority are female. Most of the respondents are college graduates.
This indicates that they are more capability to do an online buying or
purchasing activity through the means of online connection. Majority
60
of the respondents’ parent’s socio-economic status have 7,000-below.
Merely, they are the minimum earners and can provide their wn
necessity. It can implied that they can attain or perform the online
buying since many of them are graduates and in the field of having a
fully sched in work.
2. In the area of Convenience, the respondents value the online buying
activity by providing them an easy comparison of prices of a certain
product. In the area of Website Design/Feature, this serves as help
providers that ease the easy access of searching the intended product.
In the area of Time Saving, this allocates the time consumption
towards online buying activity by easy scrolling to hence the variation
of product availability. In the area of Security, the respondents value
the feeling of being safe towards performing an online buying activity.
It also implies that the respondents are all Agree in the factors that
influence consumer decision towards online buying.
3. Time Saving is the leading factors that influence the consumer’s
decision in online buying. This indicates that the respondents
performing an online buying activity because it allocates their time
consumption rather than going to physical store.
4. There is a significant relationship between the age and the indicators
or the factors that influence the consumer decision in online buying
61
such as Convenience, Website Design/Feature, Time Saving and
Security.
Recommendation
The researchers of this study recommend the following in order to
accumulate the better results for further researchers:
1. In order to have a depth study about the Factors Influencing
Consumer Decisions Online Buying, the future researchers could
concentrate on one specific factor or in Time Saving, as the leading
factor.
2. The future researchers may find other updating related literatures and
studies to strengthen their research especially about the Factor that
Influence the Consumer Decision through Online Buying.
3. The future researchers may study the other various factors that
influence to the consumer, whether decisions, behaviour and other
aspects.
4. The future researchers may use the other demographic profile like
gender in gathering the significant relationship between the factors
influencing the consumer decision towards online buying activity.
5. The future researchers may indicate a table pertaining on what kind of
factors that influence the consumer decision through online buying
should be manifested in the area of age of the intended respondents.
6. The future researchers may use teenagers as the respondents of this
research topic, because their generation was the one being involved and
62
inclined in this purchasing activity since they are much more in the field
of new technology.
63
APPENDICES
64
Study on the Factors Influencing Consumer Decisions Online Buying
Survey Questionnaire
PART I. CONSUMER’S PROFILE

Direction: Please answer each question as accurately as possible by filling
in the space provided.
Name (Optional): Age: Sex:
Educational Attainment:
Place check (✓) the appropriate range.
Socio-ecomomic Status:
(A)____ 7,000 – Below (D) ____ 21,001 – 28,000
(B) ____ 7,001 – 14,000 (E) ____ 28,001 – 35,000
(C) ____ 14,001 – 21,000 (F) ____ 35,000 - Up
PART II: FACTORS INFLUENCING THE CONSUMER’S DECISION ONLINE

BUYING
Instruction: Place a check mark (✓) on your corresponding answer.
Rating Description
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
CONVENIENCE 5 4 3 2 1
11. I can choose the method of payment.
12. I can pay on the day of arrival of items.
13. The delivery update if the products are

on the way.
14. Offer variety of products.
15. Provides an easy comparison of prices.
65
WEBSITE DESIGN/FEATURE 5 4 3 2 1
16. I prefer buying on website that’s

providing quality of information.
17. The website design helps me to search
the products easily.
18. The website design attracts the attention
of the consumer.
19. Provides me an easy scan system
because of well formatted content.
20. I prefer to website that provides an

effective navigation.
TIME SAVING 5 4 3 2 1
11. In online buying I can save my time by just

easily choosing different variation by just
scrolling.
21. The time purchase is less in online
shopping.
22. Online buying saves my time by
standing in lines, particularly when
holidays.
23. There is no time pressure in online
buying.
24. There is a particular span of time on

when can I claim the items or products.
SECURITY 5 4 3 2 1
25. I feel safe and secure while shopping

online
26. My personal information is safe and
protected.
27. Credit/debit card payments are
protected.
28. The security of the application or
website is strict.
66
29. My information is not easily can access,
it notify me if someone access on it.
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CURRICULUM VITAE
ALEXIS G. ABENIDO
Educational Background
Tertiary: City University of Pasay
2018 – 2020
Secondary: Paranaque National High School – Baclaran
2012 – 2018
Elementary: Baclaran Elementary School – Unit II
2006 – 2012
78
Personal Background
Age : 20
Date of Birth :
September 25, 2000
Civil Status : Student
Religion : Roman
Catholic
Contact Number : 0916 103 2924
Address : 286 Blk. 5 Brgy. 191 Zone 20
Electrical Road Pasay City
CURRICULUM VITAE
CAROLINE LOUISE F. ADOPTANTE
2018 – 2020
2012 – 2018
79
Elementary: Baclaran Elementary
School – Central
2006 – 2012
Personal Background
Age : 20
Date of Birth : December 19, 1999
Religion : Roman Catholic
Address : 159 Blk. 3 Brgy. 191 zone 20
Electrical Road Pasay City
CURRICULUM VITAE
JESSEBEL S. ANZANO
2018 – 2020
Secondary: Valencia City High School
80
2012 – 2018
Elementary: San Isidro Elementary
School
2006 – 2012
Personal Background
Age : 33
Date of Birth : November 11, 1987
Address : Brgy. 81 Pasay City
CURRICULUM VITAE
ANGELA C. BANAWA
81
2018 – 2020
Secondary: Manila Tytana
Colleges
2012 – 2018
Elementary: Don Carlos Village
Elementary School
2006 – 2012
Personal Background
Age : 24
Date of Birth : September 13, 1996
Address : Lot 3 Twin Pioneer Ext. Pasay City
CURRICULUM VITAE
82
JONALYN P. CAMPOS
Tertiary: City University of
Pasay
2018 – 2020
Secondary: Paranaque National
High School – Baclaran
2012 – 2018
Elementary: Tambo Elementary School - Main
2006 – 2012
Personal Background
Age : 20
Date of Birth : April 30, 2000
Address : 575 Rd. 2 Pildera 2 Naia Pasay City
CURRICULUM VITAE
83
JULIA KLARIZE M. CANDA
2018 – 2020
Secondary: Pasay City West High School
2012 – 2018
Elementary: Pampanga Elementary School
2006 – 2012
Personal Background
Age : 20
Address : 2554 A. Zamora St. Pasay City
84
CURRICULUM VITAE
MICHELLE G. CISNEROS
2018 – 2020
2012 – 2018
Elementary: Sanja Mayor Elementary School Tanza
2006 – 2012
Personal Background
Age : 20
Date of Birth : March 19, 2000
Address : 173 Int. M. Santos St. Brgy 25 Zone
4 Pasay City
85
CURRICULUM VITAE
LEYMAR A. CISNEROS
Tertiary: University of Eastern Philippines
2015 – 2017
City University of Pasay
2018 – 2020
Secondary: Pambujan National High School
2011 - 2014
Elementary: Pambujan Central – 1 Elementary School
2004 - 2011
Personal Background
Age : 22
Address : 173 Int. M. Santos St. Pasay City
86
CURRICULUM VITAE
ALEXA EDGIE A.DECENA
2018 – 2020
Secondary: Arellano University (AMC)
2012 – 2018
Elementary: Jose Rizal Elementary School
2006 – 2012
Personal Background
Age : 20
Date of Birth : November 19, 1999
Address : 154 – A M. Santos St. Pasay City
87
CURRICULUM VITAE
GERLAINE T. DELA ROSA
2018 – 2020
Secondary: Manila Tytana Colleges
2012 – 2018
Elementary: Don Carlos Village Elementary School
2006 – 2012
Personal Background
Age : 20
Date of Birth : March 26, 2000
Religion : The Church of Jesus Christ of Latter
day Saints
Address : Blk. 24 Lot 11 Santo Nino Pasay
City
88
CURRICULUM VITAE
GERALD S. GODINEZ
2018 – 2020
Secondary: Pasay City North Tramo
2012 – 2018
Elementary: Baclran Sentral School
2006 – 2012
Personal Background
Age : 21
Date of Birth : February 1, 1999
Address : Blk. 5 Lot 1 Brgy. 187 Zone 20
Don Carlos Village Pasay City
89
CURRICULUM VITAE
HEZEL L. MATRIANO
2018 – 2020
2012 – 2018
Elementary: Baclaran Elementary School – Unit II
2006 – 2012
Personal Background
Age : 20
Date of Birth : December 16, 1999
Address : 038 Rosal St. Brgy. 184 Maricaban
Pasay City
90
CURRICULUM VITAE
DANICA MELGAR
2018 – 2020
2012 – 2018
Elementary: Baclaran Elementary School – Unit I
2006 – 2012
Personal Background
Age : 20
Date of Birth : April 20, 2000
Religion : Christian
Address : Lot 3 Twin Pioneer Ext. Pasay City
91
CURRICULUM VITAE
CARL ANGELO R. PONCE
2018 – 2020
Secondary: Kalayaan National High School
2012 – 2018
Elementary: Kalayaan Elementary School
2006 – 2012
Personal Background
Age : 20
Date of Birth : January 30, 2000
Address : 10 Central Kalayaan Brgy. 201
Pasay City
92
CURRICULUM VITAE
BRENDA D. ZARAGOSA
2018 – 2020
Secondary: San Francisco Javier Palompon Leyte High
School
2006 - 2010
Elementary: San Juan Leyte Elementary School
2001 - 2006
Personal Background
Age : 28
Date of Birth : June 13, 1992
Religion : Christian
Address : 8046 Honradez St. Makati City
93

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Chapter 1

Problem and Its Background

with a relevant computerized economy that's driven by data innovation to

being created around the world. After a long-term improvement of the

association, and a few modern innovations moreover have been created

and utilized for web creating, one of it is the distinctive shopping

involvement in different ways to shoppers, as there are much more

without the confinements of space and time can be known as Online

shopping, it is characterized as the method of a client to buy a benefit or

purchase from the consolation of them possess domestic items from a

online buy handle.

Today´s 21st century is getting to be more interconnected and is

individuals tend to purchase things more on e-commerce stages because

it is more helpful and less time devouring than conventional shopping.

electronically counting commerce exchanges, the company's operational

capacities, an assortment of information to shoppers, as well as valuable

to preserve a relationship sometime recently, amid and after the

obtaining preparation that can influence choices in online buying.

has been an important part of people's everyday lives. The exponential

development of information technology has obviously changed the

customer behaviour environment. A rise in impulse shopping has been

triggered by online retailing that is available 24/7. Impulse buying is now

deemed to be a phenomenon. As online retail sales are growing steadily

and are expected to continue to do so, businesses are seeking to

capitalize on the convenience of online shopping by integrating strategies

to promote purchases of impulses.

Websites have been very creative in promoting impulse buying with

the continued evolution of technology and expanded expertise of online

marketing. Nevertheless, online shopping habits for impulses have

scarcely been studied here in the Philippines. International researchers

leading factor that influences the consumer decisions towards online

Consumer behaviour and decision towards purchasing online is

becoming a major new topic in marketing and consumer research. We

understand "online consumer behaviour" to refer to any Internet-related

activity associated with the consumption of goods, services, and

information. Internet consumption includes: (1) gathering information

passively via exposure to advertising; (2) shopping, which includes both

buying of specific goods, services, and information. For this study, we

focus on purchasing to the exclusion of information gathering and

shopping. While these components of e-commerce are important, both

traditional and web-based businesses seek to attract customers to their

web sites and sell.

The present study focused on the buying behaviour of SMEs who

behaviour such as the website characteristics, product characteristics,

suppliers‟ characteristics and their online buying experiences.

reviewing and eventually purchasing products or services. The

respondents of the study were the owners/managers of SMEs who are

products for sale online. With the emergence of enabling technologies,

SMEs today are facing challenges in their business strategies in order to

remain competitive. Therefore, SMEs should continuously embrace

online buying as a business tool to allow many opportunities in

Internet shopping is a phenomenon that is growing rapidly

nowadays. Online shopping is more convenient as of today because of

scammers in online shopping that is why the consumers need to know

determine the factors influencing the buying decisions of the consumers.

According to a report (ACNielsen Report on Global Consumer

on the top of the list on Online Shopping. Through online, consumers

for the same product or item. So price comparison is also another