FACTORS TO CONSIDER IN CHOSSING ONLINE SHOP OF GRADE 11

SENIOR HIGH SCHOOLS OF SNNHS

A Research Paper Presented to

SURIGAO DEL NORTE NATIONAL HIGH SCHOOL

Senior High School

Surigao Del Norte

In Partial Fulfillment of the Requirements for the Course

Practical Research 2

Academic Track

Accountancy, Business and Management (ABM) Strand

By
 Shielaida H. Acebu

John Ryan P. Barcial

Christine Joy V. Cacafranca

Jay Adrian M. Lozano

Jimelyn L. Timbal

January 2020

ii

APPROVAL SHEET

This research entitled

PREFERRED ONLINE SHOP OF SURIGAO DEL NORTE NATIONAL HIGH

SCHOOL TO GRADE 11 SENIOR HIGH SCHOOL STUDENTS

CACAFRANCA, SHIELAIDA H. ACEBU,

JIMELYN L. TIMBAL and JOHN RYAN P. BARCIAL

has been examined and recommended for approval and acceptance for

ORAL EXAMINATION

NESSEL B. AUDITOR

Adviser

PANEL OF EXAMINERS

Approved by the Committee on the Oral Examination with grade of __________.

on .

Chairperson

________________________ _______________________

Member Member
 ACCEPTED in partial fulfillment of the requirements for the course

PRACTICAL RESEARCH 2

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

Senior High School Coordinator

ESTELITA G. GALIDO, PhD,

School Principal IV

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Nowadays, online shopping has become the norm and consumer are adopting it has

many advantages. On consumer perspective, online shopping provides low and

transparent prices, comprehensive assortment of goods and services and a much more

convenient shopping alternative that has eliminated such as traditional shopping,

battling for parking spaces at a busy mall.

Online shopping is a form of electronic commerce which allows consumer to directly

buy goods or services from a seller over the internet using a web browser. Consumers

find a product of interest by visiting the website of the retailer directly or by searching

among alternative vendors using a shopping search. An online shop evokes the physical

analogy of buying products or services at a regular “bricks-and-mortal” retailer or

shopping center. A typical online store enables the costumer to browse the firm range of

product and service view photos or image of the product, along with information about

the product specification, features and price. The purpose of our study is to know which

online shop is prefer by grade 11 student in Surigao Del Norte National High School.

Online sites today like shopee, lazada, eBay Phillipines, Zalora, OLX, and Cebu

Pacific are rapidly known in internet. They influence many people in buying their product

specially the millennial. All these online shops operates site in multiple countries and had

raised millions of dollars.

This research aims to study the factors to consider in choosing online shop of grade

11 Senior high school students of Surigao Del norte National High School and the factors

choosing it. The study has explored the determinants of choosing online shops throughout

the world and has compared it to the determinants in choosing online shops of SNNHS
Senior High School Students. It has been observed that the factors in choosing online

shop of SNNHS Senior high school Students are somewhat similar throughout the world.

Factors like perceived risks, perceived benefits of online shopping, hedonic motivation

,aesthetics, content factors and transactional design and online shopping behavior

associated with online shopping.

Affect the online shop choosing behavior of consumers all around the globe. In

addition hedonic motivations and aesthetics, content factors and transactional design are

strong predictors and can attract consumer in some countries so they can also affect

online shop choosing behavior of SNNHS Senior High school consumers.

Conceptual Framework

This study is anchored on the concept of Hooria Adnan (2014), states that there

are four factors (Perceived benefits of online shopping, perceived risk, Hedonic

motivation, Aesthetics, content factors, and transactional design and online shopping

behavior) that can affect consumer online shopping behavior and decision. Consideration

of the independent variable such as sex, age and strand were given importance. For

instance, as to sex, study found that female are mostly buy in online shop compare to

male. In age, study also found that teenager mostly buy new product at online. As to

strand, this refer to ABM, STEM, TVL, HUMSS and GAS grade 11 Senior High School

Students.

Perceived risk
 Perceived risk is associated with transaction before pursuing economic activity. This

risk could include security, financial and privacy risk.

Hedonic motivation is the willingness to initiate behaviors that enhance positive

experience and behavior that decrease negative experience. This term has been use into

context in the literature. Internet use overtime state that website have become the most

public communication portal foremost, if not all, business and organization.

Perceived Benefits of Online Shopping

Perceived benefit refers to the perception of the positive consequences that are caused

by a specific action. In behavioral medicine, the term perceived benefit is frequently used

to explain an individual’s motives of performing a behavior and adopting an intervention

or treatment. Researchers and theorists attempt to measure positive perceptions because

they believe that a behavior is driven by an individual’s cognition in terms of

acceptability, motives, and attitudes toward such behavior, especially if positive.

Hedonic Motivation

Hedonic motivation refers to the influence of a person's pleasure and pain receptors

on their willingness to move towards a goal or away from a threat. This is linked to the

classic motivational principle that people approach pleasure and avoid pain,[1] and is

gained from acting on certain behaviors that resulted from esthetic and emotional feelings
such as: love, hate, fear, joy, etc.[2] According to the hedonic principle, our emotional

experience can be thought of as a gauge that ranges from bad to good and our primary

motivation is to keep the needle on the gauge as close to good as possible.[3]

Aesthetics, Content Factors and Transactional Design

Is to indicate consumer preference structures that were based on website features and

designs. Transactional design, generally speaking, refers to a model in which interactions

in two directions are considered together, for example from one person to another and

back, or from one subsystem to another and back.

Online Shopping Behavior

Online Buying Behavior also called online buying behavior and internet shopping /

buying behavior refers to the process of purchasing products or services via the internet.
Factors to Consider in Choosing Factors to Consider in
Online Shop of Grade 11 SHS of Choosing Online Shop;
SNNHS
 Perceived Risk
Participant profile in terms of:  Perceived benefits of
online shopping
 Age  Hedonic motivation
 Sex  Aesthetics, content
 Strand factors, transactional
 Preferred online shop design
 Online shopping
behavior

Figure 1. Schematic Diagram

Statement of the Problem

Grade 11 SHS of SNNHS. Specifically, it sought

to answer the following questions:

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

1.1 Age;

1.2 Sex;

1.3 Strand;

1.4 Preferred online shop?

2. What are the factors of online shopping sites in terms of:

2.1 Perceived Risk;

2.2 Perceived benefits of online shopping

2.3 Hedonic Motivation;

2.4 Aesthetics, content factors, transactional design;

2.5 Online shopping behavior?

3. Is there a significant difference between Shopee, OLX, eBay Philippines, Cebu Pacific,

Zamora and Lazada in online shopping experience when compared?

Grade 11 SHS of SNNHS

Significance of the study

The result of the study will then be beneficial to the following persons:

Consumers. This will help the costumers to determine which online shop most preferred

in buying various products.

Future Entrepreneurs. The study will help the future entrepreneur’s to consider this

study and to know more about preferred online shop.

Future Researcher’s. This study will serve as an instrument for the future researcher’s

to guide them find the more sources of knowledge about this study.

Grade 11 Students. This study will help the grade 11 students to know which online

shop preferred in terms of pricing, product quality, shipping fee and delivery time.

Owner of the Online Shop. This study will help the owner to gain more consumer.

.quality products to gain more profit.

products to gain more profit.

Scope and Delimitation

This study focused on which online shop prefer to grade 11 students in Surigao

Del Norte National High School. The scope of the study is focuses in which online

shopping sites is mostly preferred to use on online shopping. And the respondents are the

grade 11 students in SNNHS. The study will be conducted this year 2019-2020 at Surigao

Del Norte National High School.

Definition of Terms

For the purpose of clarity and misunderstanding the study, the following terms

were defined operationally.

Hedonic Motivation. is the willingness to initiate behaviors, that enhance positive

experience and behaviors that decrease negative experiences.

Perceived Benefits. Refers to perception of the positive consequences that are caused by

a specific action. In behavioral medicine, the terms perceived benefit is frequently used
to explain in individual’s motives of performing a behavior and adopting an intervention

or treatment.

Perceived Risk. Is the uncertainty a consumer has when buying items, mostly those that

are particularly expensive for example, cars, houses, and computers. Every time a

consumer considers buying a product, he or she has certain doubts about the product,

especially if the product in question is highly priced.

Online Shopping Behavior. is a kind of individual’s overall perception and evaluation

for product or service during online shopping which could result in bad or good way.

Transactional Design. Is a partially ordered sequences of activities which is executed in

a way that guarantees transactional consistency for all activities or a subset of them.
 Chapter 2

REVIEW OF RELATED LITERATURE

Currently, people are attached of Online shopping especially those people who

are updated on technologies, just one tap, shoppers can buy what they want or needs

immediately through online shopping. Every people are taking the advantages to shop

online and allow consumers access to the website easily in anywhere and at any time.

Convenience is the key factors stated by the Blakney and Sekely (2014); Gehrt and

carter (2015).

One of the reasons people cite most often for shopping online is that they can review and

compare dozens of stores and products at once. They search for reviews of your products,

compare price ,quality and customer service and they can do it all online. stated by The

Daily Egg (2018).

Perceived Risk.
 According to Arrow (2015), Humphreys and Kenderdine (2014) and Taylor (2015),

Perceived risk “represents an uncertain, probabilistic potential future outlay”. In simple

terms, perceived risk is the ambiguity that consumers have before purchasing any product

or service. a term that is used in Marketing and sales, Perceived Risk refers to the

customer’s perception of the risks associated with any purchase and is mostly associated

with products that are expensive such as houses or cars or products that are complex and

have many features such as Computers or laptops.

Is the uncertainty a consumer has when buying items, mostly those that are

particularly expensive , for example cars, houses, and computers. Every time a consumer

considers buying a product , he or she has certain doubts about the product , especially if

the product in question is highly priced. These risks could include security, financial and

privacy risk. According to Zhang et al. (2015), the concept of perceived risk was

originally established in 1960 by Bauer. He pointed that consumers’ purchase behaviors

were likely to lead to hard-to predict and even unpleasant outcomes. Therefore,

consumers’ purchase decision contains the uncertainty of the outcome, which was the

initial concept of perceived risk (Zhang et al., 2015).

Thakur and Srivastava (2015) explain that perceived risk is a construct that measures

beliefs of the uncertainty regarding possible negative consequences (dangers). In the

domain of consumer behavior, perceived risk has formally been defined as a combination

of uncertainty plus seriousness of outcome involved and the expectation of losses

associated with purchase and acts as an inhibitor to purchase behavior (Thakur and

Srivastava, 2015). Perceived risk refers to the nature and amount of risk perceived by a
consumer in contemplating a particular purchase decision (Khan and Chavan, 2015). The

most common definition of perceived risk is consumers’ subjective expectations of a loss,

which means that any action of a consumer will produce consequences, which he cannot

anticipate with anything approximating certainty, and some of which are likely to be

unpleasant. Farzian pour et al. (2014) view risk as one’s expectation of loss associated

with an exchange. As, such, in buyer behavior contexts, the more certain one is about this

future state, the more risk is thougSht to exist for the individual. Vaughan’s (1997)

definition of risk is connected to the possibility of loss. When risk is said to exist, the

ssspossibility of an outcome is uncertain (Vaughan 1997).

Perceived Benefits of Online Shopping.

The fundamental reason for the existence of true market segments is the benefit that

people derive fromconsuming a given product. He also argued that benefits sought by

consumers determine their behavior much more accurately than do demographic

characteristics or volume of consumption. He pointed out that “a substantial group of

people must be interested in your specific set of benefits before you can make progress in

a market”. This implies that online customers must be interested in Internet shopping’s

benefits before Internet shops can make progress in a market aspect such as customer

retention. Once an online customer perceives the benefits of purchasing items through the

Internet, he or she will tend to continue purchasing online. This brings us to a new factor,

perceived benefit, which may affect the customer’s intention to continue purchasing

through the Internet. According to Haley’s (2008).

Hedonic motivation is the willingness to initiate behaviors, that enhance positive

experience and behaviors that decrease negative experiences. Hedonic motivation (e.g.

pleasure and enjoyment in an activity) is associated with favorable work-related behavior

(Gerhart and Fang 2015). Researchers have related pleasant and joyful perceptions of

work to greater engagement (Masvaure et al. 2014), increased wellbeing (Benedetti et al.

2015), higher work satisfaction (Luthans and Youssef 2007), and better performance

(Humphrey et al. 2007). Further, Cerasoli et al.’s (2014) meta-study provides support for

a holistic, hedonic motivation-performance link across various organizational work

settings. Crowd workers may be motivated by utilitarian and hedonic motivation for

participating in crowd work activities (Deng and Joshi 2016). These workers may be high

in both motivational dimensions and may show a motivational profile that can be

explained by both dimensions. We were also interested in the motivational dimensions’

comparative effects on success in task completion in comparison to each other Childers et

al. (2014) investigated hedonic and utilitarian factors affecting online shoppers. A

random sample of 1000 consumers was selected. The sample was made up of people who

were aware of online shopping environments. The findings of the study showed that there

were some strong predictors that included enjoyment, navigation, convenience and

usefulness. Kim, Lee and Kim (2014) investigated the factors impacting online search

and purchase intention of online shoppers. Questionnaires were distributed amongst a

sample of 245 respondents who had some experience of using a computer and internet for
shopping online. For testing the hypothesis, a structural hypothesis model was used. The

findings of the study showed that factors like the utilitarian and hedonic value of online

information and experience were the main determinants of online search intention of

consumers. Hedonic motivation has been considered in the context of well-being where

hedonic motivation (seeking pleasure and avoiding pain) is contrasted against eudaimonic

motivation (seeking personal excellence)to explain how people differ in their pursuit of

happiness (Huta and Waterman 2014). Hedonic motivation is important and “Life is too

short to postpone the pleasures it can provide” or “I love to do things that excite my

senses.” Despite face validity of the Orientations to Happiness scale, there have been

concerns regarding its predictive validity, because the hedonic motivation scale failed to

predict a self-initiation of hedonic behaviors in everyday life (Grimm et al. 2015;

Henderson et al. 2014).

Aesthetics, Content Factors and Transactional Design.

Chen, Hsu and Lin (2010) investigated the elements of websites that lead to an

increased purchase intention. The purpose of the study was to indicate consumer

preference structures that were based on website features and designs. The sample was

made up of undergraduate students from a university in Taiwan and the respondents were

asked to fill online questionnaires. A conjoint model was then used to scrutinize the

responses. The research findings revealed that there were three groups of respondents that

were classified as usability oriented, security oriented and convenience oriented. The

study found out that the attributes all three groups valued the most included delivery,
usability, trust, security and convenience. The respondents also preferred a user friendly

web interface while shopping online. The research concluded the five most important

features highlighted in the research should be incorporated in websites to increase

consumer purchase intention. Hausman and Siekpe (2009) tried to determine the website

design on consumers’ internet purchasing behavior. The study’s goal was to highlight

technology factors that motivated people to shop online. Survey method was used and

questionnaires were filled from the respondents to test hypothesized relationships. The

empirical findings of the study revealed that both human and computer elements of

website design had an impact on consumers’ purchase intention. The results showed that

computer and human factors had a positive relationship with perceived usefulness. The

research concluded that internet designers should focus on adding human features like

appealing visuals and graphics, 3d virtual models, etc. to attract consumers to their

website and to encourage them to make an online purchase. Also, computer features must

also be focused upon while designing websites so it’s easier for consumers to understand

the layout, to navigate, search for information online and to reduce the irritation that

consumers face while browsing online Iqbal, Rehman and Hunjra (2012) reported similar

findings that website and internet quality had a significant impact on the buying intention

of online shoppers. Bai, Law and Wen (2008) conducted a study whose purpose was to

scrutinize the impact of quality of website on consumers’ intentions to make online

purchases. Online visitors in China were used for conducting the research because China

has a large online market. Survey method was used. The research findings indicated that

quality of the website had a significant positive relationship with purchase intentions.
Also, customer satisfaction was found to mediate this effect. The research concluded that

it was critical for companies to invest in their website quality to attract and retain online

shoppers. Lee and Lin (2005) studied perceptions of consumers towards e-service quality

when it comes to online shopping. The paper developed a model to investigate the link

between e-service quality, customer satisfactions consumers’ intention to make online

transactions. Data was collected through an online survey and the sample size was 297

respondents. The findings of the research suggested that website design, responsiveness,

reliability and trust had an impact on the service quality. Personalization did not have a

considerable effect on the service quality and satisfaction of customers. The research

concluded that online stores should focus on e-service quality attributes to enhance

purchase intention of online shoppers.

Online Buying Behavior.

Furthermore, online buying behavior (such as privacy concerns and security issues) might

affect the search and purchase intention of online shoppers. Lee and Huddleston (2010)

argue privacy risk is related to the concern of loss of privacy since consumers have to

disclose their personal information while shopping online. Chen et al. (2010) therefore

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

Nazir et al. (2012) studied the variables impacting the online shopping behavior of

Pakistani consumers. The research objective was to analyze different factors that affected

internet purchasing behavior and to understand why consumers hesitated to shop on the

internet. Survey method was used for the collection of data. Closed ended questionnaires
were filled from a sample of 120 respondents. The findings revealed that social,

psychological, emotional and privacy factors had a significant effect on the behavior of

online shoppers. Trust, security and privacy issues were some major problems that online

buyers faced, as identified by the research study. According to the study, consumers

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

payment procedure. Rehman and Ashfaq (2011) also explored the online purchasing

behavior of online shoppers in Pakistan. The main goal of their research was to explore

the reasons that prevented consumers from shopping online. The findings showed that the

sample population already shopped online; however there were some variables that

affected the consumer’s online shopping patterns and attitudes. These factors included

social, psychological, emotional and privacy issues. The study finally concluded that

privacy and security (such as insecure payment structure and cyber hacking) factors

prevented consumers from shopping online. Sulaiman, Mohezar and Rasheed (2007)

conducted an empirical research to discuss the trust model for E-commerce in Pakistan.

The study aimed to investigate the role that trusts plays in online shopping in the

Pakistani market. This research study used the trust model, which was earlier employed

by Cheung and Lee. Questionnaires were distributed amongst a sample of 250

respondents. The questionnaire was divided into two categories, the first section dealt

with the respondent’s views about E-commerce dealings whereas the second section

aimed to collect the demographic information of the sample. One of the variables

observed was the perceived trust worthiness of online vendors. The findings indicated

that people who shopped online had a lower level of trust towards internet retailers’
privacy controls. This is because consumers’ profiles were often used by other parties for

marketing purposes and once the consumers found this out, they developed mistrust

towards E-vendors and this prevented them to make online transactions again. The study

concluded that the factors affecting trustworthiness towards E-vendors included

perceived security, competence, privacy, integrity and the propensity to trust.

SYNTHESIS OF THE REVIEW

The cited literatures have some similarities and differences with the current study. As

this study focused more on factors to consider in choosing online shop which is Shopee,

Lazada, eBay Philippines, Zalora, Cebu Pacific and OLX. The observed literature

reviews are in different ways, it is focus about in the factors that affect buying decision.

The participants of the cited readings and literatures are costumers while in the current

study focuses in grade 11 senior high school students of Surigao Del Norte National High

School . The said literature are related to the present the factors that can affect on the

consumer buying decision.

METHOD

This chapter presents the research design, participants, instrument, data gathering

procedure and data analysis that will be utilized in the study.

Research Design

This study used the quantitative survey approach of conducting research. Specifically, it

utilized a comparative research design. The main purpose of this research is to determine

the factors to consider in choosing online shop of grade 11 senior high school students.
 Participants

The study was conducted in Surigao Del Norte National High School among the

grade 11 senior high students. With a population of one hundred (100) grade 11 students

and the researchers considered all of them as respondents on this study because of the

randomly selected of students.

Research Instruments

The researcher-made questionnaire was used to gather necessary information. This

questionnaire inquires about which online shop they preferred when it comes to perceived

risk, perceived benefits of online shopping, hedonic motivation, aesthetic, content factors

and transactional design, and online buying behavior.

Data Gathering Procedure

For the accomplishment of the study, the following procedures were used:

The researchers sent a letter of request to the Basic of Education principal of Surigao Del

Norte National High School asking approval for the conduct of the study. The researchers

also prepared a research-made questionnaire. After the approval , the researchers will
regulate the questionnaires to the participant personally. The completed questionnaires

are collected after the participants answered the papers. The data gathered will be

analyzed, tabulated and interpreted.

Data Analysis

The following statistical tools will be used to analyze the data:

Mean and Standard Deviation. This will be apply to determine the factors to considers

in choosing online shop.

Frequency Count and Percentage Distribution. This tool described the profile of the

participant.

Analysis of Variance. This will be employ to determine the significance difference in the

factor to considers in choosing online shop.

Ethical Consideration
 Interaction with the participants was done after the approval from the adviser and

the principal of the school. The given information by the participants will be addressed

confidentially. It will not be exposed any individual as their information is respected.

References
Sulaiman, A., Mohezar, S., & Rasheed, A. (2017). A Trust Model for E-Commerce in

Pakistan: An Empirical Research. Asian Journal of Information Technology, 6(2), 192

199.

Rehman, K.U., Rehman, I. U., Ashfaq, M., & Ansari, S. (2011). Examining online

Purchasing Behavior: A case of Pakistan. International Proceedings of Economics

Development&Research,5(2),262-

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Haley’s(2008). What are benefits of continue d purchasing through the internet?A study

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