DR.

RAMON DE SANTOS NATIONAL HIGH SCHOOL

San Antonio, Cuyapo, Nueva Ecija

Impact of Online Shopping on Consumers Behavior among Senior High School

Students of Dr. Ramon De Santos National High School

A Research Proposal Presented

To the Faculty of Senior High School

Dr. Ramon de Santos National High School

San Antonio, Cuyapo, Nueva Ecija

In Partial Fulfillment of the

Requirements in Research Project

Presented by:

Mark Paulo D. Dagmante

Adrian D. Opetina

Prince Jake Tampoco

Crystal Abegail V. Acapuyan

February 2024
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

With the rise of the Internet, businesses have found a new medium

through which to sell their products and services and interact with customers and

trading partners. Although electronic commerce (e-Commerce) promised

significant potential to revolutionize the way business is conduced, online

business is still relatively insignificant. In particular, many argue that business-to-

consumer e-Commerce transactions have not reached its full potential (Kim and

Benbasat, 2022). A notable difference between online and offline consumer

markets that is stifling the growth of e-Commerce is the decreased presence of

human and social elements in the online environment.

Offline shopping experiences encompass a wide range of emotions

involving various types of social interactions with humans (Tauber, 2022). In

contrast, the online shopping experience may be viewed as lacking human warmth

and sociability (Gefen and Straub, 2017), since it tends to be more impersonal,

anonymous and automated. Shopping experiences that involve positive emotions

have been linked to several important outcomes, such as increased time spent in

the store, increased spending and increased unplanned purchasing. The social

aspect of shopping has been shown to be a major contributor towards these

positive emotions. Online vendors face a significant challenge in making their

virtual storefronts socially rich (Kumar and Benbasat, 2021) and in making their
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

products and services appear visually attractive to consumers (Kim, 2017; Wang

and Emurian, 2022).

In contrast to many other forms of online and offline shopping, shopping

lists distinctively, albeit provisionally, stabilize the complex social ordering of

grocery shopping. Shopping lists provide important clues as to how local social

order is constituted, maintained and repaired in grocery shopping. As people shop,

either by trawling along aisles packed with thousands of products, or scrolling

down screens or searching for particular brands amidst search results, lists may

filter or reduce the excessive abundance, claims on attention, dazzle, and

distraction of commodities to the practical social order of domestic economy. The

shopping list, whether written on the back of an envelope, saved as a list in an

online grocery shopping system, or memorized, lies at the intersection of

logistical flows, infrastructural orderings, and lively negotiations around actual

and normative social orders.3 Shopping lists are intersectional ordering devices

that encapsulate a universe of possible references and a teeming multitude of

propensities with an actual local order.4 In contrast to much e-commerce where

each purchase concerns small numbers of items, the numerous items on a grocery

shopping list suggest that online grocery shopping, and attempts to personalize it,

will both provide many opportunities for recommendation and hence conversion

events as well as many complexities in addressing normative and actual social

orders.
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Statement of the Problem

This research study aims to determine This research study aimed to Investigate

the Impact of Online Shopping on Senior High School Students of Dr. Ramon De Santos

National High School.

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

1.1 Age;

1.2 Sex;

1.3 Section;

1.4 Online Application;

2. What are the impacts of Online Shopping on consumers behavior of the students of Dr

ramon de Santos National High School?

2.1 Positive

2.2 Negative

3. What are the problems encountered by the respondents in online shopping?

4. What are the suggestions to secure online shopping experience?

5. Is there significant relationship between the demographic profile of the respondents

and the impact of online shopping on consumers behavior in terms of?

2.1 Positive
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

2.2 Negative

Hypothesis

From the problem stated, the following hypothesis were formulated:

Null Hypothesis(Ho): there is no significant relationship between the demographic

porfile of the respondents and the impact of online shopping in terms of:

2.1 Positive

2.2 Negative

Significance of the Study

Findings of this study will beneficial to the following:

Students - This research might help them with a valuable opportunity to engage with

complex societal issues, develop critical thinking skills, and cultivate a deeper

understanding of their roles as individuals within a rapidly evolving technological

landscape.

Teacher - Teachers may offer valuable insights into the impact of online shopping on

impersonal relationships.

Parents - Parents can gain a deeper understanding of how their children's online behavior

may influence their social interactions and communication skills.

Administrator - Administrators can leverage the findings to collaborate with teachers

and parents in addressing the broader implications of online shopping on student well-

being and academic performance.

Scope and Delimitation

This study determined the Impact of Online Shopping on Senior High

School Students of Dr. Ramon De Santos National High School. The respondents
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

of this study will he Grade 12 senior high school students and specifically Consist

of 10 students from each section of Grade 12: Adamas,Herchel, Fayol, FitZgerald,

Clemens, Chaucer, Christie, Nicholson, Pascal and Bloom. This study's

participants will be limited to one hundred (100) senior high school students of

Dr. Ramon De Santos National High School.

This study will be conducted at Dr. Ramon de Santos National High

School located at San Antonio, Cuyapo, Nueva Ecija using a survey questionnaire

as the research instrument during the school year 2023-2024.

Conceptual Framework

Input Process
1. What is the Output
demographic profile of the
respondents in terms of
1.1 Age;
1.2 Sex;
1.3 Section;
1.4OnlineApplication;
2. What are the impacts of
Online Shopping on
consumers behavior of the  Questionnaires
“Investigating the
students of Dr ramon de
Santos National High  Survey
Impact of Online
School?
2.1 Positive  Documentation
Shopping on
2.2 Negative
3. What are the problems  Analysis
Impersonal
encountered by the
respondents in online  Tally
Relationships”
shopping?
4.What are the suggestions
to secure online shopping
experience?
5. Is there significant
relationship between the
demographic profile of the
respondents and the
impact of online shopping
in terms of
2.1 Positive
2.2 Negative
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Figure 1; Research Paradigm

The paradigm in the Figure 1 describes the conceptual framework of the study

The input contains the demographic profile in terms of age; sex; and section and What

are the effects of Online Shopping on consumers behavior of the students of Dr ramon de

Santos National High School, How does the shift towards online shopping affect face-to-

face interactions and social engagement among consumers and How does the online

shopping influence the quality and depth of interpersonal connections in today's society.

On the other hand, the process of conducting survey questioner. Lastly, the output shows

“Investigating the Impact of Online Shopping on Impersonal Relationships” which is the

research paper itself.

Definition of Terms

Abliet - is used to introduce a subordinate clause that qualifies or contrasts with the

information given in the main clause of a sentence.

r the time being only; existing only until permanently or properly replaced; temporary.

Distinctively - Having a quality or characteristic that makes a person or thing different

from others.

Human warmth - Is a perfectly legitimate usage of English in both spoken and written

forms. It is often used to refer to a feeling of being welcomed and comforted, especially

in social situations.
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Provisionally - Providing or serving for the time being only; existing only until

permanently or properly replaced; temporary.

CHAPTER II

REVIEW OF THE RELATED AND STUDIES

The chapter presents the reviewed related literature and studies which

have bearing on this study. The research conducted related to the presents study

that provide relevant facts/data and adopted them as related information to the

present investigation or research work.

Related Literature and Studies

Consumers behavior’s toward online shopping

Online Shopping and Online Stores Shopping is probably one of the oldest

words or terms used to describe what we have all been doing over the years. Then

again, in ancient times, the terms that would have been used would be „trading‟

or „bartering‟ and probably even „market.‟ However, the internet has opened up a

wider and more exciting market to the new generation of consumers. Online

shopping is any form of sale that is done over the internet (Celine, 2013).

The study of consumer decision making processes is important because of

the complex global development in all fields and marketing have forced marketers

to make their works purposeful (Jones Christensen et al., 2015). Nowadays,

online shopping has been rapidly expanding as a new communication channel and

has been competing with traditional channels (Kim & Peterson, 2017). In
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San Antonio, Cuyapo, Nueva Ecija

addition, any company, which invests in online shopping, will see a large number

of rivals shortly (Clemons et al., 2016). Observed growth in online sales can be

considered as a part of the Internet benefits due to provision of a high volume of

quick and inexpensive information (Lee & Dion, 2012).

According to the study of Kuester (2012), he considered the behavior of

consumer as the study of an individual or group and the procedures that they use

to pick, secure and discard commodities to fulfill needs and the influence these

processes have on the customers and the community.

The Europeans, Americans and Asians’ consumer behavior have become

global gauges these days regarding its purchasing propensities and way of life. On

the other hand, the Filipinos really have a one of a kind purchasing propensities

which has become a culture that can be considered its own. Generally, products

that are marked down or products that have discounts are what Filipino consumers

love to purchase. These buying habits are common to Filipinos around the world.

Filipino consumers are referred to for its one of a kind purchasing routine. An

unmistakable sign of that is the Filipino consumers' sharp information on the

commodities or services that are being offered (Castillo, 2018).

According to Rani (2014), there are various procedures or processes that

are associated with buyers’ behavior. At the outset, the buyer or consumer

attempts to discover what products he might want to expend and at that point, he

picks just those products that has essential use to him. The consumer estimates his

money which he can spend choosing. Lastly, the consumer separates the general

expenses of the items and takes the choice about the items he should be buying.
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Meanwhile, cultural, personal, social and psychological are four factors that

influence buyers’ or consumers’ behavior.

First, cultural factor is important when trying to understanding the

particular needs and habits of a person. Basically, the part of every society and is

the significant reason for one’s needs and behavior is his/her culture. The

culture’s impact on purchasing conduct varies from every country. According to

Rani (2014), all through an individual’s existence, there are a lot of people who

can influence him like his family, his friends, his society who will teach him

values and preferences in his life.

A person’s groups, family, status and role are examples of social factors.

This clarifies the outside impacts of others on one’s buying decisions either

directly or indirectly. This factor is among the most influencing factors affecting a

consumers’ behavior essentially. An example of this is reference groups which are

characterized as those people that might give direct advice to an individual about

his behavior, way of life, or even his disposition as a consumer. The impression

that the individual has of himself as well as his behavior also is an impact of

reference groups (Rani, 2014).

There are four classifications in psychological factors which are

observation, learning, motivation and beliefs and attitudes. So for instance, when

a consumer who has different sort of needs like hunger or thirst and that particular

need can be aroused when alters a motive and this motive is essentially a need

that would cause an individual to look for fulfillment (Rani, 2014).

 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Factors such as cultural, social, personal and psychological strongly

influence consumers’ behavior. These factors that influence consumers to buy

online can cause to build up product preferences. Understanding the impact of

these factors is essential so that strategies in marketing can be improved to appeal

to the preferences of the consumers.

According to Adnan (2014) established that perceived advantages and

product awareness had a positive impact on consumer attitudes and buying

behaviour in Pakistan. In Kenya, a previous study conducted in Nairobi County

revealed that some of the reasons for adoption of online shopping include time

saving, easy comparison of alternative products, fairer prices of online goods,

expert/user review of products and access to a market without borders (Ngugi,

2014).

According to a study by Ming Shen: Effects of online shopping attitudes

subjective norms and control beliefs on online intentions, ;A test of the Theory of

Planned Behaviour, the author found out that the attitude toward online shopping,

more specifically their behavioural beliefs, were found to have a significant effect

on their shopping behaviour. Control behaviour was found to have a stronger

influence than that of consumer shopping attitude on their shopping intentions and

subjective norms were found to have no influence on their online shopping

intentions. Online shopping experience is negatively related to perceptions of

product and financial risks associated with online shopping regardless of product

category (Dai, Forsythe, & Kwon, 2014).

Different factor that influence the filipino consumers to use online shopping
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

According to Voicu (2013) stated in his research that information is one of

the most significant resources that an organization or business must have.

Knowing and considering the various components that impact buyers to shop

online and their preferences can profit a great deal to the online marketers,

entrepreneurs and businessmen. Some information is covered up in the brain of

the consumer, as in the case of information about buyer's behavior. In spite of the

fact that it appears to be a concept difficult to grasp, it was demonstrated that

consumer behavior can be viably measured and their research can give a more

profound comprehension of the decisions that buyers make when deciding to

select a product against another and when choosing to proceed in time the

relationship with one supplier.

The elements that influence shopping behavior of buyers online is one of

the factors that should be considered when distinguishing the strong and weak

points of the competitors. By estimating these when completing a publicizing

effort, the transmitter may assess its success or failure. This may likewise

establish the topic of a review providing data which can be a significant method

for expanding the sales volume up to the maximum limits of market possibilities.

Marketers, entrepreneurs, and businessmen who continually improve techniques

based on these factors accomplish an inevitable increase in profitability and

market share (Voicu, 2013).

Advantages of considering the different factors that influence Filipino consumers to

shop online to the marketers, entrepreneurs and businessmen.

 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Previous research have shown that convenience and time saving are the

main reasons that motivate consumers to shop online (Chen, Hsu, & Lin, 2010).

Convenience means shopping practices using the internet that can reduce time and

effort of the consumers in the buying process. Online shopping has enabled

finding merchants easier by cutting down on effort and time. Research also

demonstrated that online shopping is better than conventional shopping due to

convenience and ease of use (Nazir et al., 2012). In a previous study done on

adoption and usage of online shopping, it was established that attitude towards

online shopping depends upon the view of the consumers regarding the activities

carried out on the internet as opposed to conventional shopping environments

(Soopramanien & Robertson, 2017). Thus, a consumer who perceives online

shopping as beneficial is more inclined to make online purchases.

Perceived risks associated with online shopping negatively influence

online purchase intention and behaviour (Dai et al., 2014). The greater the

perceived risk, the more a consumer may choose traditional retailer for the

purchase of the product.

Internet shopping frequently observed as whole shopping process occur

over web site as different procedures (Dixon & Marston, 2022). Whole process is

easy for customer and is done without going to outside from home by customer.

After arrival and improvement of internet shopping, retailers has tried to change

the way they do business and they have been forced to change doing business

(Teo, 2022). Internet and world wide web has changed and are changing the

customers behavior (Sin & Tse, 2022). Before internet shopping age, customer
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

had to travel store by store and spend their time to travel between stores.

Sometimes they could not find the products they were searching or they could not

get necessary information concerning product. By means of web sites consumers

do not need to travel store by store and they can read plenty of information, which

are provided by other customers. Communication feature of web sites has played

critical role in shopping process (Kim, Williams & Lee, 2014).

Internet has offered extraordinary chances to retailers, through these

chances stores try to expand their limits and they reach the consumers, which they

could not reach without internet (Kiang, Gilsdorf & Chi, 2014). With the help of

internet, companies can reach out of their boundaries. In this era retailers should

understand what consumers would like and they should follow their competitors

(Chen, Huang, Huang & Sung, 2019). Competitiveness of internet shopping

forces the companies improve customer experiences and reduce financial, time

and other risks.

Synthetis

Probably one of the first phrases or expressions used to characterize what we

have all been doing for years is “online shopping” or “online store shopping.” The terms

“trading,” “bartering,” and possibly even “market” would have been used in the past, but

the internet has given the younger generation of consumers access to a larger and more

fascinating market. Any type of sale conducted online is referred to as online shopping.
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

The complexity of global development In all industries and the need for marketers to

have a purpose in their job make the study of consumer decision making processes

crucial. Online shopping has been growing quickly these days as a new communication.

Furthermore, a lot of competitors will soon surface for any business that invests

in online purchasing. The development in online sales that has been observed can be

attributed to the advantages of the Internet, which include the availability of a large

amount of affordable and timely information..consumer behavior is examined by

examining the actions of an individual or a group in selecting, securing, and discarding

goods to meet their wants, as well as the impact these actions have on the customers and

the community.

CHAPTER III

RESEARCH METHODOLOGY

Research Design

This study will employ a mixed-methods research approach, combining both

quantitative and qualitative methods. This mixed-methods research aims to explore the

effectiveness of various research designs in investigating complex social phenomena.

 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Research Environment

Figure 2. Environment of the Study

This study conducted at Dr. Ramon de Santos National High School, San

Antonio, Cuyapo, Nueva Ecija, Philippines. It is a public school which belongs to

the Department of Education - Schools Division of Nueva Ecija. It provides

Senior High School for students around Cuyapo, Nueva Ecija with one tracks

offered. The Academic track with three strands which includes Science,

Technology, Engineering and Mathematics (STEM), Accountancy, Business and

Management (ABM) and Humanities and Social Sciences (HUMSS). The other

track offered is the Technical Vocational Livelihood (TVL) track with four

strands that includes, Industrial Arts (IA), Agri-Fishery Arts (AFA), Information

and Communication Technology (ICT) and Home Economics (HE).

Research Respondents

This study used purposive sampling in selecting the respondents. The

participants of this study were obtained and randomly selected from the students
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

of Dr. Ramon de Santos National High School who are characterized as Grade 12

students. A total of one hundred (100) Grade 12 students served as the

respondents of this study.

Research Instrument

This study used a researcher-made survey questionnaire to be answered by

the respondents. This was validated to determine its reliability and validity to

gather the necessary and relevant data needed.

To establish validity of the questionnaire, it was tried out and submitted

for checking and evaluation to the research adviser. Corrections, changes,

comments and suggestions were highly taken into consideration in finalizing the

questionnaire. After its revisions, the instrument was already for its administration

to the respondents to gather the data needed in the study.

Data Gathering Procedure

The data gathering procedure of this study was made up of three stages as

illustrated below:

Phase I Phase II Phase III

Preparation of the Administration of Analysis and

Researcher made Researchers’ Interpretation of
Survey Survey Instrument Data
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Figure 3.Data Gathering Procedure

In the First Phase, the researchers made a questionnaire based from the

related studies gathered. The research adviser checks the questions in the

constructed questionnaire that will be used for the study.

In the Second Phase, the .researchers distributes the questionnaires

through a link to be sent on their personal Facebook account that will be

administered by total of one hundred (100) respondents from Grade12 Students

of DRDSNHS.

Lastly, the Third Phase, the data gathered were collated, tallied and interpreted. To

find out the suitable scoring and interpretation of data yield of the study, the four (2)

scores and their corresponding descriptive interpretation is used.

Treatment of Data

The survey questionnaires have been filled and gathered, responses will be tallied.

The data were treated statistically where the ranking and weighted mean were used.

The data gathered were qualitatively described and analyzed through the use of the

following treatments:

Frequency count – this count was used to determine the total number of the

respondents who will choose a certain option.

 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Ranking – this was used to determine the order to increasing and decreasing

magnitude variables. The largest frequency is rank one, second, third, and so on.

Percent values – used to determine what percent of the respondents variable

choosing a certain option.

Mean - is the total sum of values in a sample divided by the number of

values in your sample

Weighted Mean – is a kind of average. Instead of each data point

contributing equally to the final mean.

Pearson - r - correlation coefficient, r, can take a range of values from +1 to

-1. A value of 0 indicates that there is no association between the two variables. A

value greater than 0 indicates a positive association; that is, as the value of one

variable increases, so does the value of the other variable.

Scale Mean Range Qualitative Description

1 1.00 – 1.49 Strongly Disagree
2 1.50 – 2.49 Disagree
3 2.50 – 3.49 Agree
4 3.50 – 4.00 Strongly Agree

Table 1. Scoring Procedure

SURVEY QUESTIONNAIRE
Impact of Online Shopping on Senior High School Students of Dr. Ramon De Santos
National High School
Part I.Socio-Demographic Profile
 DR. RAMON DE SANTOS NATIONAL HIGH SCHOOL
San Antonio, Cuyapo, Nueva Ecija

Name (Optional):_______________ Age:________

Sex:______ Section:_____
Online Shopping Apps:__________
Part II. The impact of Online Shopping on consumers behavior.
Directions. Read the following statements. Put check on the box that corresponds to your
answer.
4. Strongly Agree (SA)
3. Agree (A)
2. Disagree (D)
1. Strongly Disagree (SD)
Positive SA A D SD
4 3 2 1
1. Online shopping provides detailed product information.
2. Online shopping is available anytime of the day.
3. Online shopping gives alternative products.
4. Online shopping products are may be cheaper.
5. Online shopping takes a little time to purchase a product.
Negative
1. Consumers are exposed to fraud
2. Consumers may buy things that are not necessary.
3. Consumers received a wrong product.
4. Consumers disrupt their savings routine.
5. Consumers may lack interaction with the seller.

III. Problems encountered by the respondents in online shopping.

Directions. Check the box if you encountered that problem in online shopping.

Tracking, Logistics and Delivery Issues Limited payment

options

Quality product issues Delayed Delivery

Return refund policy Security of the

product

Complex checkout process Missing product

information

Fake product reviews Bad/no persuasive

sales copy
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San Antonio, Cuyapo, Nueva Ecija

Others, please specify

__________________________
__________________________
IV. Suggestions to secure online shopping experience.
Directions. Check the box if these suggestions are appropriate for secured online
shopping.

Avoid offers that seem “too good to be true”

Be wary of fraudulent deals.

Check the identity of the seller.

Check reviews.

Don’t be afraid to complain.

Don’t use an e-store that requires more information than necessary to make the sale.

Make purchases on secure websites.

Protect your personal information.

Read the Terms and Conditions.

Stick to trusted retailers.

Others, please specify

__________________________

__________________________