CHAPTER I

INTRODUCTION

Background of the Study

The way consumers behave cannot change suddenly. However, conducting

research and focusing on niche markets that have the potential to bring about change can

help carve out a unique position. By concentrating on the market that benefits the firm the

most, remarkable results can be achieved for the business.

Consumer buying behavior is a crucial aspect of every marketing strategy, aiming

to maximize output from the market. It encompasses the steps consumers take, both

online and offline, before making a purchase of a product or service. As stated by Zhao et

al. (2021), consumer buying behavior plays a vital role in marketing strategies to achieve

optimal market outcomes. Additionally, according to Dr. Asha Rathi (2023), consumer

behavior is a complex, dynamic, and multi-dimensional process, and all marketing

decisions are based on assumptions about consumer behavior. In the modern world,

predicting consumer behavior is essential for business success, and its prediction and

strategic formulation pose challenges for business management.

When it comes to spending, the older generation and younger consumers hold

distinct viewpoints regarding the potential risks of online shopping. The elderly are often

cautious about disclosing their financial account details online due to the prevalence of

online scammers. However, despite the increasing presence of scammers, younger

consumers are less concerned about this risk and remain enthusiastic online shoppers.
 Having experienced online shopping, it is undeniable how frustrating it can be to

receive a product that does not meet your expectations. Naturally, sellers tend to post the

most appealing images of the items for sale. Unfortunately, this is just another form of

scam aimed at enticing more buyers. Consequently, consumer behavior is influenced, and

people become more skeptical about making online purchases in the future. This is likely

one of the primary reasons for the increase in online consumers. Consumers can

essentially buy anything they want from the comfort of their own home, with just access

to the internet and a phone. There is no need to worry about getting stuck in traffic,

finding a parking spot, or endlessly searching for specific items.

According to a study conducted by Warganegra and Hendijani (2022), it is

supported that when it comes to the usefulness of purchasing groceries online,

respondents emphasized the convenience and time-saving aspects of these platforms. As

a result, it can be inferred that online platforms should integrate these aspects into their

services and effectively communicate them through their marketing strategies. When

comparing ease of use and usefulness, the study found that usefulness had a significant

impact on customer attitudes towards using online platforms. Therefore, businesses

should emphasize the practicality and usefulness of their services..

According to a study conducted by Warganegra and Hendijani (2022), it is

supported that when it comes to the usefulness of purchasing groceries online,

respondents emphasized the convenience and time-saving aspects of these platforms. As

a result, it can be inferred that online platforms should integrate these aspects into their

services and effectively communicate them through their marketing strategies. The study

also found that when comparing ease of use and usefulness, usefulness had a significant

2
impact on customer attitudes towards using online platforms. Therefore, businesses

should prioritize highlighting the practicality and usefulness of their services in order to

appeal to customers.

Consumer behavior is influenced by various factors, including economic, technological,

political, cultural, demographic, and natural factors. In addition, personal characteristics

such as attitude, motivation, perception, personality, knowledge, and lifestyle also play a

role. It is crucial for marketers to understand and recognize these factors and

characteristics in order to comprehend consumer behavior effectively. As a result,

consumer behaviors have been classified into different categories, including economic,

social, demographic, geographic, psychological, product, and technology-related factors.

Statement of the Problem

This study will determine the Factors influencing consumers online buying

behavior. It aims to respond to the following questions.

1. What is the Demographic Profile of respondents of the study in Barangay Mandaragat

Puerto Princesa City, Palawan in terms of;

1.1 Age;

1.2 Sex;

1.3 Civil Status;

1.4 Educational Attainment;

1.5 Monthly Income and;

1.6 Ethnic Affiliation?

2. What are the factors influencing consumers online buying behavior in terms of;

2.1 Personal;

3
 2.2 Psychological;

2.3 Cultural and;

2.4 Social?

3. What is the respondent’s level of influence on consumers online buying behavior in

terms of;

3.1 Personal;

3.2 Psychological;

3.3 Cultural and;

3.4 Social?

4. Is there a significant relationship between the demographic profile of respondents and

the factors influencing consumers online buying behavior?

Objectives of the Study

The primary goal of this study was to determine the factors influencing consumers

online buying behaviour in BArangay Mandaragat Puerto Princesa City, Palawan.

1. Determine the demographic profile of respondents.

2. Identify the factors influencing consumers online buying behavior.

3. Determine the respondent’s level of influence on consumers online buying

behavior.

4. Analyze the significant relationship between the demographic profile of

respondents and the factors influencing consumers online buying behavior

Significance of the Study

The results of this study were great benefit to the following:

4
 For the consumers of Barangay Mandaragat, Puerto Princesa City, this study will

help raise awareness about the factors that influence their online buying behavior.

To future entrepreneurs, this study can serve as a valuable reference for

developing effective marketing strategies. It will provide marketers with valuable insights

into the factors that influence consumer buying behavior.

For future researchers, this study can serve as a foundation for exploring related

variables and indicators. They can utilize the findings of this study as a reliable reference

for their own analysis and interpretation.

For online shoppers and purchasers, this study will help them identify the factors that

contribute to their satisfaction. It will shed light on the increasing importance of online

shopping in recent years. Additionally, it will assist in shaping their attitudes towards

online shopping and increase their awareness and understanding of the challenges faced

by consumers in the online marketplace.

Online seller. This study will greatly assist in establishing effective online marketing

tactics and can serve as a source of inspiration for developing clever plans to market and

promote goods online. Furthermore, it will provide marketers with valuable insights into

the satisfaction levels of customers regarding their online transactions.

Scope and Limitations of the Study

5
The researchers aim to determine the factors that influence consumers' online buying

behavior. The target respondents for this study are limited to online shoppers who have

utilized online platforms and are residents of Barangay Mandaragat, Puerto Princesa City,

Palawan. The researchers have created questionnaires for the survey of the respondents.

Operational Definition of Terms

To have the full understanding of this study, the following terms were

operationally defined.

The following terms are operationally defined for clarity and are used in this

study with their respective definitions or meanings.

Cultural Factor - refers to the individual factors of the consumers that strongly

influenced their buying behaviors. These factors vary from person to person that results

in a different set of perceptions, attitudes and behavior towards certain goods and

services.

Consumer - refers to the person who acquires goods and services for his or her

own personal needs.

Demographic Profile - refers to the age, sex, civil status, and monthly income.

The basic profile of the respondents which is the consumers of Puerto Princesa City.

Psychological factor - refers to the factors that talk about the psychological of an

individual that drive his actions to seek satisfaction.

Personal factor - refers to the individual factors of the consumers that strongly

influences their buying behaviors.

6
 Social factor - refers to the social aspects of life that influence the behavior and

quality of life of an individual

7
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter presents the relevant literature that the researchers considered in

strengthening the importance of the ongoing study.

According to Palalic et al. (2021), social media has been found to have a partially

significant impact on the buying behavior of Pakistani consumers. Specifically, word of

mouth and content credibility are identified as the two factors that influence the buying

behavior of Pakistani consumers. It is worth noting that Pakistani consumers below the

age of 40 exhibit more complex buying behavior, which highlights the need for

entrepreneurs to consider this aspect in their future marketing strategies.

The practical implications of this study suggest that entrepreneurs should strive to

differentiate themselves from others while keeping customers well-informed about the

products they offer. Additionally, businesses should aim to make the comparison of

brands more engaging for customers, ensuring they do not spend excessive time in the

process.

Naseer (2020) stated that in today's competitive global market, online media and personal

selling have become crucial tools for companies to influence consumer buying intentions.

Personal selling and online media advertising have opened up significant opportunities

for businesses to thrive. Companies that have implemented effective marketing activities

supported by online media and personal selling have successfully influenced consumer

buying intentions.

8
 The study aims to determine the correlation between personal selling or online

media and the degree of impact on consumer buying intentions, as well as to understand

how these factors lead to the purchase of a product by a consumer. The results of the

study, based on 250 respondents, revealed that online media has shown high effectiveness

in developing consumer buying intentions compared to personal selling. Moreover, the

results indicate that quality orientation has emerged as the most prominent determinant of

online media in influencing consumer buying intentions.

Thus, it is suggested that organizations should allocate higher funds to online

media activities due to the high level of customer shopping enjoyment experiences.

However, on the other hand, the perception of quality in personal selling also contributes

to consumer buying intention.

Mehreen and Roshan (2020) stated that online shopping is one of the latest

emerging and revolutionary trends that influence the lives of common people. This

research paper aims to examine the relationship between demographic variables and

internet exposure, which are independent variables, with the dependent variables, namely

psychological factors and consumer online buying behavior. People are now shifting

from conventional shopping to web-based/online shopping, which allows them to make

purchases from the comfort of their homes. The research paper explains the influence of

five psychological variables, such as security issues, privacy issues, overcharging,

fraud/hackers, and lack of trust in the retailer, derived from the literature. Data from a

sample of 298 female students from public and private sector universities in Dera Ismail

Khan were collected through a self-developed and standardized questionnaire. The data

were analyzed using descriptive statistics and Pearson's correlation. The statistical

9
analysis of the data reflects a lack of trust in the retailer and privacy concerns as the most

relevant factors affecting female consumers' online buying [Link] [Link] (2020)

in their study shows that performance expectancy, effort expectancy and personal

innovativeness are three influential factors and have a higher path coefficient in both the

male and female groups. Anxiety shows a negative and significant relationship with

online purchase intention for female consumers than for male consumers.

Mohamed (2020) stated that online shopping is becoming increasingly important

in the current era, making it crucial to understand consumer online shopping habits. This

understanding is essential for both users and companies, and it has emerged as a major

concern for e-commerce managers and researchers. It can be assumed that by

understanding the factors that influence consumer buying intentions for fashion items

online, companies will be better positioned to meet consumer needs. This analysis

investigated the relationship between customer online purchasing intentions and selected

factors, specifically consumer innovativeness, fashion innovativeness, and fashion

involvement.

Baeshen (2021) stated that it is imperative to study the factors that affect and

predict the purchase intention of consumers in online shopping. E-tailers and e-commerce

are expanding rapidly, and clothing and fashion brands have increasingly shifted to

electronic channels to reach their clients. This is one of the reasons why apparel is among

the most commonly sold items online. The results of the study indicate a significant

relationship between the online purchase intention of consumers and factors such as

price, convenience, security, and information about the product or service. In conclusion,

this study has important implications for small retailers, as they should focus on these

10
factors to facilitate online selling. Previously, impulse buying behavior among consumers

was primarily examined within brick-and-mortar stores.

Maia et al. (2019) emphasize that the popularity of social networks has created

business opportunities in the electronic commerce environment, which is now referred to

as social commerce. The purpose of this paper is to analyze, from the perspective of the

consumer, the main factors and characteristics (both personal and related to the products

bought) that have influenced consumers to participate in social commerce. This includes

activities such as buying, recommending, comparing, and sharing information about

products and services in online marketplaces and communities.

The study was conducted with 229 participants on the social network Facebook.

The results indicate that trust, perceived usefulness, and information quality are the most

influential factors in consumer participation in social commerce, with trust in the website

being the main predictor. In terms of characteristics, the findings reveal that more

expensive products, as well as products classified as computers and electronics, make

more extensive use of online ratings, recommendations, and comments compared to

books, travel, household appliances, and fashion products. The authors acknowledge

certain limitations of the study, including the small number of interviews conducted

during the qualitative stage, which may have overlooked other relevant factors in the

analysis of consumer participation in social commerce. Additionally, the selection of

participants was limited to members of the social network Facebook, identified through

the authors' contact network. While efforts were made to expand the contact list by

requesting participants to share the questionnaire link with their acquaintances, caution

should be exercised in generalizing the results.

11
 Mehreen and Roshan (2020) state that online shopping is one of the latest

emerging and revolutionary trends influencing the lives of common people. This research

paper examines the relationship between demographic variables and internet exposure,

which serve as independent variables, with the dependent variables, namely

psychological factors and consumer online buying behavior. With the convenience of

buying everything from home, people are now shifting from conventional shopping to

web-based/online shopping. The research paper explores the influence of five

psychological variables, namely security issues, privacy issues, overcharging,

fraud/hackers, and lack of trust in the retailer, as derived from existing literature. Data

were collected from a sample of 298 female students from public and private sector

universities in Dera Ismail Khan through a self-developed and standardized

questionnaire. Descriptive statistics and Pearson's correlation were used for data analysis.

The statistical analysis of the data indicates that a lack of trust in the retailer and privacy

concerns are considered the most relevant factors affecting female consumers' online

buying behavior.

In the study conducted by Matriano (2021), it was concluded that the most critical

factor for consumers is the opportunity for family and friends' participation, accounting

for 44% of the respondents. In comparison, 43% of the participants considered the speed

of preparation as one of the main factors in choosing burger meals. The study also

indicated that the price of the product is one of the least influential factors in product

selection. Furthermore, the study concluded that fast food consumption is primarily

driven by community participation and accessibility rather than individual choices.

12
 In the research conducted by Rahman et al. (2020), the aim was to analyze the

consumer online buying behavior of Suburban People in Bangladesh in relation to social

media and online marketing platforms. The researchers identified nine factors

(Psychological factor, Personal Factors, Peer Influence, Web Influence, Brand

Personality, Promotion, Environmental forces, Convenience, Process) that influence the

online buying behavior of Suburban People in Bangladesh. The study revealed that there

is a relationship between internal factors and processing factors, and external factors are

also correlated with processing factors such as security, privacy, or trust issues. Positive

consumer perception and buying behavior are the outcomes of this process, which are

influenced by psychological factors, personal factors, peer influence, web influence,

brand personality, promotion, environmental forces, and convenience factors, leading to

consumer loyalty. The identified factors have a significant relationship with creating

positive or negative consumer perception and influencing customers' purchase decisions

through internal and external factors that impact security, privacy, and trust attitudes of

the consumers.

In the study conducted by Park and Jun (2023), the results indicated significant

differences in Internet usage and the perceived risks of Internet shopping between Korean

and American consumers. However, no significant differences were found in Internet

buying intentions or online buying experience between the two groups. Nevertheless,

when analyzing a regression model of factors influencing Internet buying behavior,

cultural differences were observed in the effects of Internet usage and perceived risks on

Internet buying behavior.

13
 While there were main effects of Internet usage and perceived risk on Internet

buying behavior, these effects were weaker or even opposite compared to the findings

related to Korean samples.

In their study, Jun et al. (2021) addressed the lack of research on customers' decision-

making process regarding the use of online food delivery services during the COVID-19

pandemic, despite their popularity in the foodservice industry. The researchers employed

the technology acceptance model (TAM) to investigate the factors that influence

customers' intention to use online food delivery services. The results revealed several

significant findings. Firstly, perceived usefulness directly impacted customers' usage of

online food delivery services, and it also had an indirect effect through customer attitude.

Secondly, enjoyment and trust emerged as crucial factors in determining customers'

behavioral intention towards using online food delivery services. Thirdly, there was a

positive relationship between social influence and customer attitude. Lastly, customer

attitude was found to positively influence behavior intention in the context of online food

delivery [Link] Framework of the Study

The two-factor theory, developed by Frederick Herzberg in 1959 (Mohammadi,

2018), forms the theoretical foundation of this study. This theory outlines two distinct

factors: hygiene factors and motivation factors. According to Herzberg, hygiene factors

are essential for maintaining a satisfactory work environment but do not act as direct

motivators. The absence of hygiene factors can lead to dissatisfaction, while their

presence alone does not generate motivation. Examples of hygiene factors include

company policies, benefits, physical working conditions, status, employee interactions

(such as interpersonal contacts with management), job security, and pay. On the other

14
hand, Herzberg identified motivators as elements that generate job satisfaction and drive

employees to perform at their best. These motivators encompass recognition, a sense of

accomplishment, prospects for advancement and promotion, a sense of responsibility,

opportunities to make a difference (job involvement), participation in decision-making,

the significance of the task at hand, and more.

Hypothesis of the Study

The hypothesis inherent to this study was:

Ho: There is no significant relationship between the demographic profile of

respondents and the factors influencing consumers online buying behavior.

Conceptual Framework of the Study

Figure 1 The table below displays the independent variables, which consist of the

demographic profile of the respondents. The dependent variables, on the other hand,

encompass the level of influence on consumers' online buying behavior and the factors

that intervene in influencing consumers' online buying behavior among the respondents.

INDEPENDENT VARIABLES DEPENDENT VARIABLES

Demographic Profile of the

Level of influence on consumers
participants of the study in
online buying behavior in terms
Barangay Mandaragat Puerto
of:
Princesa City, Palawan in terms
of; a. Personal;
b. Psychological;
 Age; c. Cultural and;
 Gender; d. Social
 Civil Status;
 Educational Attainment;
 Monthly Income and;
 Ethnic Affiliation

15
Factors influencing consumers
online buying behavior in terms
of;
 Personal;
 Psychological;
 Cultural and;
 Social

INTERVENING VARIABLES

Fig. 1. Research Paradigm

16
 CHAPTER III

RESEARCH METHODOLOGY

This chapter contains the research methodology, including the locale of the study,

research design, respondents of the study, sampling procedure, research instrument, data

gathering procedure, and treatment of the data.

Locale of the Study

This study was conducted in Barangay Mandaragat, Puerto Princesa City,

province of Palawan. Its population, as determined by the 2020 Census, was 10,248. This

represented 3.34% of the total population of Puerto Princesa.

Fig. 2. Map of the study

(Source: Google Map)
Research Design

This study used a quantitative research method. The descriptive statistics and

correlational analysis were utilized to define the appropriate and accurate interpretation

of data. The study employed the Pearson r correlation to test the significant relationships,

and Anova was used to determine significant differences between the demographic

profile of respondents and the factors influencing consumers' online buying behavior.

Respondents of the Study

The respondents of the study were the residents of Barangay Mandaragat, Puerto Princesa

City, Palawan, who had used online platforms to make purchases. The total target was

385 respondents, calculated using Slovin's formula.

Sampling Procedure

The researcher used quota and convenience sampling methods to achieve the best

representation of respondents in the final sample. This was employed for the distribution

of the survey instrument to the consumers who had engaged in online shopping in

Barangay Mandaragat.

Research Instrument

The researchers used survey questionnaires adopted from (Gajjar, 2013) and

(Juneja, 2015) as the primary instrument for gathering data and information from online

shoppers. It was composed of three parts, namely:

Part I: The demographic profile of the respondents in Barangay Mandaragat

Puerto Princesa City, Palawan.

Part II: The level of influence on consumers' online buying behavior.

Part III: The factors influencing consumers' online buying behavior

18
Data Gathering Procedure

In gathering data, the researchers sought permission from the Dean of the College of

Business and Management, following recommendations from the adviser and the

chairwoman of the Department of Business Administration, to formally conduct this

study in Barangay Mandaragat Puerto Princesa City. The researchers obtained approval

from the barangay captain of Barangay Mandaragat Puerto Princesa City to conduct the

study and gather data from respondents. Subsequently, the data gathering was conducted

in person by the researchers through house visits to identify online consumers. The

researchers carefully explained the questions and the mechanics of completing the

instrument to the respondents. The purpose of the study was also explained to the

respondents before the actual data gathering took place.

Data Analysis

For the statistical aspect of the study, the researchers utilized frequency counts,

percentages, and means to analyze and interpret the gathered data.

To analyze the correlation and significant difference between the respondents'

demographic profile and the level of consumer satisfaction towards online shopping,

Pearson's correlation coefficient (r) and analysis of variance (ANOVA) were employed.

A 4-point Likert rating scale was used to assess the factors influencing consumers' online

buying behavior in Barangay Mandaragat Puerto Princesa City.

Numerical rating Range Description

4 3.26-4.00 Strongly Agree

3 2.51-3.25 Agree

19
 2 1.76-2.50 Disagree

1 1.0-1.75 Strongly Disagree

Numerical rating Range Description

4 3.26-4.00 Most Influential

3 2.51-3.25 Moderately Influential

2 1.76-2.50 Less Influential

1 1.0-1.75 Not Influential

20
 CHAPTER IV

RESULTS AND DISCUSSIONS

This chapter presents the result, interpretation, and discussion of the study with

regards to the demographic profile, factors influencing costumer online buying behavior.

Personal Profile of the respondents

Table 1 The frequency distribution of the demographic profile of the respondents is

presented in terms of age, sex, civil status, highest educational attainment, monthly

income, and ethnic affiliation.

Age

The results revealed that in terms of age, the majority of the respondents were 26-35

years old, with 198 or 52% falling into this age group. Additionally, 144 or 38% were 15-

25 years old, 39 or 10% were 36-45 years old, and 3 or 0.78% were 46-55 years old. This

implies that a significant portion of the respondents belonged to the 26-35 age range. This

finding is supported by the study of Mahender [Link] (2022), which revealed that

Millennials and Gen Z, who fall within the 26-35 age range, expressed a strong positive

perception of social media marketing.

Sex

In terms of sex distribution, the results showed that the majority of the respondents

were female, with 252 or 66% of the respondents falling into this category. On the other

hand, 132 or 34% of the respondents were male. This implies that most of the

respondents were female. This finding is consistent with a study conducted by Raman

21
(2019), which found that females prioritize convenience and customer service as

important factors influencing both behavioral intention and attitude. The study also

revealed that trust indirectly influences behavioral intention through attitude

Civil status

In terms of civil status, the results indicated that the majority of the respondents were

single, with 242 or 63.02% falling into this category. Additionally, 123 or 32.03% of the

respondents were married, 18 or 4.69% were separated, and only 1 or 0.26% were

widowed. This suggests that the majority of the respondents were single. This finding is

in line with a study conducted by Firdaus [Link] (2022), which found that unmarried

individuals are less likely to experience financial pressure. Being single allows

individuals to focus solely on their own lives, and they often allocate their income

towards unnecessary desires

Highest educational attainment

In terms of educational attainment, the majority of the respondents had different levels of

educational achievements. Specifically, 139 or 36.2% were high school graduates, 86 or

22.4% had some high school education but did not complete it, 81 or 21.1% were college

graduates, 49 or 12.8% had some college education but did not complete it, 28 or 7.3%

were elementary graduates, and only 1 or 0.26% had some elementary education but did

not complete it. This indicates that the majority of the respondents were high school

graduates. This finding is consistent with the study conducted by Shi [Link] (2023), which

revealed that higher educational attainment positively influences the frequency of online

shopping, particularly in terms of e-shopping attitudes. Additionally, the study found that

22
higher accessibility to bus stations indirectly and positively impacts online shopping

frequency.

Monthly Income

In terms of monthly income, the majority of the respondents had various income

ranges. Specifically, 307 or 79.9% had a monthly income ranging from Php 5001 to Php

10000, 55 or 14.3% had a monthly income below Php 5000, 21 or 5.5% had a monthly

income ranging from Php 10001 to Php 15000, and only 1 or 0.3% had a monthly income

ranging from Php 15001 to Php 20000. This indicates that most of the respondents had a

monthly income between Php 5001 and Php 10000. This finding aligns with the study

conducted by De Brio et al. (2023), which suggests that consumers with different income

levels behave differently in terms of their purchasing behavior and the products and

quantities they purchase. Furthermore, the study indicates that during the period

analyzed, higher-income individuals are better equipped than lower-income families due

to their higher economic power

Ethnic Affiliation

In terms of ethnic affiliation, the majority of the respondents belonged to different ethnic

groups. Specifically, 310 or 80.73% identified as Cuyonon, 51 or 13.28% identified as

Kagayanin, 15 or 3.91% identified as Agutaynen, and 8 or 2.08% identified as Tagbanua.

This indicates that the majority of the respondents were Cuyonon. The actual

purchasing behavior of individuals from different ethnicities differed from each other in

terms of style, preference, and price when buying online. In a study conducted by Li et al.

(2023), it was found that ethnic affinity influenced consumers to post positive reviews

23
with high ratings and sentiments. Additionally, consumers' engagement in posting

reviews was enhanced when they included longer texts and more photos

Table 1. Demographic profile of the respondents

______________________________________________________________________
CHARACTERISTICS FREQUENCY PERCENTAGE
(n=385) %
Age
15 - 25 144 38
26 - 35 198 52
36 - 45 40 10
46 - 55 3 1

Sex
Male 133 34
Female 252 66

Civil Status
Single 242 63.02
Married 123 32.03
Widowed 1 0.26
Separated 18 4.69

Table 1. (continue)
CHARACTERISTICS FREQUENCY PERCENTAGE
(n=385) %
Educational Attainment
Elementary Undergraduate 1 0.3
Elementary graduate 28 7.3
High school Undergraduate 86 22.4
High school graduate 139 36.2
College Undergraduate 49 12.8
College Undergraduate 81 21.1

Monthly Income
Below - 5000 55 14.3
5001 - 10000 307 79.9

24
 10001 - 15000 21 5.5
15001 - 20000 1 0.3

Ethnic Affiliation
Cuyunon 310 80.73
Kagayanin 51 13.28
Tagbanua 8 2.08
Palaw’an 0 0
Taaw’t Bato 0 0
Molbog 0 0
Batak tribe 0 0
Agutaynen 15 3.91

Factors Influencing Consumer online Buying Behavior

Personal
Table 2.1 presents the factors influencing customer online buying behavior in terms

of personal preference. It revealed that respondents rated "Strongly Agree" (3.49) for the

statement "An individual's personality also affects buying behavior." The rest of the

respondents rated "Agree" for the following statements: "Age and human life cycle also

influence buying behavior" (2.98), "An individual staying in a posh locality needs to

maintain status and image" (3.11), "The occupation of an individual plays a significant

role in influencing buying decisions" (3.13), and "The buying tendency of an individual

is directly proportional to income/earning per" (3.16). The overall mean is "Agree" with a

mean of 3.17.

According to Elhajjar (2023), personal choices are influenced by personal beliefs and

feelings, and individuals behave in a way that is appropriate for the social situation,

which likely impacts consumption or buying behavior.

Table 2.1 Personal factors influencing consumer online buying behavior

25
PERSONAL MEAN DESCRIPTIVE
RATING
Age and human life cycle also influence the buying 2.98 Agree
behavior of consumers
(Ang edad at siklo ng buhay ng tao ay nakakaimpluwensya
rin sa pag-uugali ng pagbili ng mga mamimili)
An individual staying in a posh locality needs to maintain 3.11 Agree
status and image
(Ang isang indibidwal na nananatili sa isang marangyang
lokalidad ay kailangang mapanatili ang katayuan at imahe)

An individual’s personality also affects buying behavior 3.49 Strongly

(Ang personalidad ng isang indibidwal ay nakakaapekto rin Agree
sa pag-uugali ng pagbili)
The occupation of an individual plays a significant role in 3.13 Agree
influencing buying decision
(Ang trabaho ng isang indibidwal ay gumaganap ng isang
mahalagang papel sa pag-impluwensya ng desisyon sa
pagbili)
The buying tendency of an individual is directly 3.16 Agree
proportional to income/earning per month
(Ang tendensya sa pagbili ng isang indibidwal ay direktang
proporsyonal sa kita bawat buwan)
Overall Mean 3.17 Agree

Factors influencing consumer online buying behavior

Psychological
Table 2.2 presents the results of psychological factors influencing online behavior.

The respondents revealed that they "Agree" to the following statements: "Individuals

with the same needs might not purchase similar products due to differences" (3.29),

"Learning comes only through experience" (3.38), "An individual's personality also

affects buying behavior" (3.14), "Beliefs and attitudes play an essential role in

influencing the buying decision of consumers" (3.18), and "Motivate individuals to

purchase products and services" (3.15). The overall mean is 3.23.

26
In a study cited by Hamli et al., customer behavior is considerably influenced by

psychological factors in terms of what they consume, how much they consume, and how

frequently they place orders.

Table 2.2 Psychological Factors influencing consumer online buying behaviour

PSYCHOLOGICAL MEAN DESCRIPTIVE

RATING
Individuals with the same needs might not purchase 3.29 Agree
similar products due to difference in perception
(Ang mga indibidwal na may parehong mga
pangangailangan ay maaaring hindi bumili ng mga
katulad na produkto dahil sa pagkakaiba sa pang-unawa)
Learning comes only through experience 3.38 Agree
(Ang pag-aaral ay dumarating lamang sa pamamagitan ng
karanasan)
An individual’s personality also affects buying behavior 3.14 Agree
(Ang personalidad ng isang indibidwal ay nakakaapekto
rin sa pag-uugali ng pagbili)
Beliefs and attitude play an essential role in influencing 3.18 Agree
the buying decision of consumers.
(Ang mga paniniwala at saloobin ay may mahalagang
papel sa pag-impluwensya sa desisyon sa pagbili ng mga
mamimili)
Motivate individuals to purchase products and services 3.15 Agree
(Mag-udyok sa mga indibidwal na bumili ng mga
produkto at serbisyo)
Overall Mean 3.23 Agree

Cultural Factors influencing consumer online buying behavior

Table 2.3 presents the results of cultural factors influencing consumer online buying.

It reveals that the respondents "Agree" to the following statements: "Every individual has

different sets of habits and beliefs. Religion can influence buying behavior" (3.15), "A

person's culture has a huge influence on their thought processes and behaviors" (3.06),

27
and "Social perception is a very important attribute that influences the buying of an

individual" (3.08). The overall mean is 3.11.

In a study conducted by Faqih (2022), it is stated that cultural values moderate online

trust with behavioral intention in online buying. This indicates that cultural differences

moderately impact online buying behavior.

Table 2.3 Cultural Factors influencing consumer online buying behavior

CULTURAL MEAN DESCRIPTIVE

RATING
Cultural factors have a significant effect on an individual’s 3.15 Agree
buying decision
(Ang mga salik sa kultura ay may malaking epekto sa
desisyon sa pagbili ng isang indibidwal)
Every individual has different sets of habits and beliefs 3.19 Agree
(Ang bawat indibidwal ay may iba't ibang hanay ng mga
gawi at paniniwala)
Religion can influence the buying behavior 3.09 Agree
(Maaaring maimpluwensyahan ng relihiyon ang pag-uugali
ng pagbili)
A person's culture has huge influence on their though 3.06 Agree
processes and behaviors.
(Malaki ang impluwensya ng kultura ng isang tao sa
kanilang mga proseso at pag-uugali)
Social perception is very a very important attribute that 3.08 Agree
influences the buying of an individual.
(Ang panlipunang pang-unawa ay isang napakahalagang
katangian na nakakaimpluwensya sa pag-uugali ng pagbili
ng isang indibidwal)
Overall Mean 3.11 Agree

Factors influencing consumer online buying behavior

Social
Table 2.4 presents the results of social factors influencing consumer online buying

behavior. It reveals that the respondents "Agree" to the following statements: "Social

28
factors play an essential role in influencing the buying decisions of consumers" (3.32),

"Family plays an important role in influencing the buying decisions of individuals"

(3.39), "You tend to pick up products our friends recommend" (3.16), "Every individual

has some people around who influence in any way" (3.18), and "A reference group helps

shape a person's attitude and behaviors" (3.21). The overall mean is 3.25.

In a study conducted by Jun (2021), it is stated that social factors influence consumer

behavior in the decision-making process of using the internet to buy things. It also affects

the buying intention of the customer.

Table 2.4 Social Factors influencing consumer online buying behaviour

SOCIAL MEAN DESCRIPTIVE

RATING
Social factors play an essential role in influencing the buying 3.32 Agree
decisions of consumers.
(Ang mga panlipunang salik ay may mahalagang papel sa pag-
impluwensya sa mga desisyon sa pagbili ng mga mamimili. )
Family plays an important role in influencing the buying 3.39 Agree
decisions if individuals.(Ang pamilya ay may mahalagang papel
sa pag-impluwensya sa mga desisyon sa pagbili kung ang mga
indibidwal.)
You tend to pick up products our friends recommend 3.16 Agree
(May posibilidad kang pumili ng mga produktong inirerekomenda
ng aming mga kaibigan)
Every individual has some people around who influence in 3.18 Agree
any way(Ang bawat indibidwal ay may ilang mga tao sa paligid na
nakakaimpluwensya sa anumang paraan)
A reference group helps shape a person's attitude and 3.21 Agree
behaviors.(Ang isang pangkat ng sanggunian ay tumutulong sa
paghubog ng saloobin at pag-uugali ng isang tao )
Overall Mean 3.25 Agree

Rating Scale Range Descriptive Rating

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

29
Level of influence on consumers’ online buying behavior
Table 3.1 presents the personal level of influence on customers' online buying. It

reveals that the respondents rated the following factors as "Most Influential": "The

occupation of an individual plays a significant role in influencing buying decision"

(3.52). They also rated the following factors as "Moderate Influential": "Age and human

life cycle also influence the buying behavior of consumers" (3.46), "An individual

staying in a posh locality needs to maintain status and image" (3.29), "An individual's

personality also affects buying behavior" (3.20), and "The buying tendency of an

individual is directly proportional to income/earning per" (3.22). The overall rating is

3.34, which is classified as "Moderate Influential."

In the study conducted by Puenwattanapong et al. (2022), it is stated that personal choices

affect the buying behavior of a customer. Personal choice encourages behavioral change

and has an impact on customer perception and buying intention.

Table 3.1 Personal level of influence on customers’ online buying behavior

PERSONAL MEAN DESCRIPTIVE

RATING
Age and human life cycle also influence the buying 3.46 Moderate
behavior of consumers Influential
(Ang edad at siklo ng buhay ng tao ay
nakakaimpluwensya rin sa pag-uugali ng pagbili ng mga
mamimili)
An individual staying in a posh locality needs to maintain 3.29 Moderate
status and image Influential
(Ang isang indibidwal na nananatili sa isang marangyang
lokalidad ay kailangang mapanatili ang katayuan at
imahe)

30
An individual’s personality also affects buying behavior 3.20 Moderate
(Ang personalidad ng isang indibidwal ay nakakaapekto Influential
rin sa pag-uugali ng pagbili)

Table 3.1 (continue)

PERSONAL MEAN DESCRIPTIVE

RATING
The occupation of an individual plays a significant role in 3.52 Most Influential
influencing buying decision
(Ang trabaho ng isang indibidwal ay gumaganap ng isang
mahalagang papel sa pag-impluwensya ng desisyon sa
pagbili)

The buying tendency of an individual is directly 3.22 Moderate

proportional to income/earning per month Influential
(Ang tendensya sa pagbili ng isang indibidwal ay
direktang proporsyonal sa kita bawat buwan)
Overall Mean 3.34 Moderate
Influential

Psychological level of Influence on customers’ online buying behavior

Table 3.2 presents the psychological level of influence on customers' online

buying behavior. The results reveal that the respondents rated the following factors as

"Most Influential": "Learning comes only through experience" (3.51) and "Beliefs and

attitude play an essential role in influencing the buying decision of consumers" (3.52).

They also rated the following factors as "Moderate Influential": "Individuals with the

same needs might not purchase similar products due to differences in perception" (3.30),

"An individual comes to know about a product and service only after using it" (3.03), and

31
"Motivate individuals to purchase products and services" (3.20). The overall mean is

3.31, which indicates a "Moderate Influential" level.

In the study conducted by Yang (2023), it is shown that people's judgment,

perceptions, and behavior are driven by psychological factors. These factors influence

judgment and choice and are associated with a variety of biases.

Table 3.2 Psychological level of Influence on customers’ online buying behaviour

PSYCHOLOGICAL MEAN DESCRIPTIVE

RATING
Individuals with the same needs might not purchase 3.30 Moderate
similar products due to difference in perception Influential
(Ang mga indibidwal na may parehong mga
pangangailangan ay maaaring hindi bumili ng mga
katulad na produkto dahil sa pagkakaiba sa pang-
unawa)
Learning comes only through experience 3.51 Most Influential
(Ang pag-aaral ay dumarating lamang sa pamamagitan
ng karanasan)
An individual comes to know about a product and 3.03 Moderate
service only after uses the same Influential
(Malalaman lamang ng isang indibidwal ang tungkol sa
isang produkto at serbisyo pagkatapos gamitin ang
pareho)
Beliefs and attitude play an essential role in influencing 3.52 Most Influential
the buying decision of consumers.
(Ang mga paniniwala at saloobin ay may mahalagang
papel sa pag-impluwensya sa desisyon sa pagbili ng
mga mamimili)
Motivate individuals to purchase products and services 3.20 Moderate
(Mag-udyok sa mga indibidwal na bumili ng mga Influential
produkto at serbisyo)
Overall Mean 3.31 Moderate
Influential

32
Cultural level of Influence on customers’ online buying behavior

Table 3.3 presents the cultural level of influence on customers' online buying

behavior. The results reveal that the respondents rated the following factors as "Most

Influential": "Every individual has different sets of habits and beliefs" (3.51) and "A

person's culture has a huge influence on their thought processes and behaviors" (3.50).

They also rated the following factors as "Moderate Influential": "Cultural factors have a

significant effect on an individual's buying decision" (3.25), "Religion can influence the

buying" (2.85), and "Social perception is a very important attribute that influences the

buying of an individual" (3.11). The overall mean is "Moderate Influential" (3.24).

In the study conducted by Faqih (2022), it is stated that cultural values moderately affect

online trust with behavioral intention in online buying.

Table 3.3 Cultural level of Influence on customers’ online buying behavior

CULTURAL MEAN DESCRIPTIVE

RATING
Cultural factors have a significant effect on an individual’s 3.25 Moderate
buying decision Influential
(Ang mga salik sa kultura ay may malaking epekto sa
desisyon sa pagbili ng isang indibidwal)
Every individual has different sets of habits and beliefs 3.51 Most
(Ang bawat indibidwal ay may iba't ibang hanay ng mga Influential
gawi at paniniwala)
Religion can influence the buying behavior 2.85 Moderate
(Maaaring maimpluwensyahan ng relihiyon ang pag-uugali Influential
ng pagbili)
A person's culture has huge influence on their though 3.50 Most
processes and behaviors. Influential
(Malaki ang impluwensya ng kultura ng isang tao sa
kanilang mga proseso at pag-uugali)

Social perception is very a very important attribute that 3.11 Moderate

33
influences the buying of an individual. Influential
(Ang panlipunang pang-unawa ay isang napakahalagang
katangian na nakakaimpluwensya sa pag-uugali ng pagbili
ng isang indibidwal)
Overall Mean 3.24 Moderate
Influential

Social level of Influence on customers’ online buying behavior

Table 3.4 presents the social level of influence on customers' online buying

behavior. The results revealed that the respondents rated the following statements as

"Moderate Influential": "Social factors play an essential role in influencing the buying

decisions of consumers" (3.09), "Family plays an important role in influencing the buying

decisions of individuals" (3.14), "You tend to pick up products our friends recommend"

(3.13), "Every individual has some people around who influence in any way" (3.14), and

"A reference group helps shape a person's attitude and behaviors" (3.14). The overall

rating is "Moderate Influential" (3.14).

In the study conducted by Thompkins et al. (2022), it is found that social drivers have a

significant and increasing impact over time, influencing the purchasing behavior and

online purchase experience of customers.

Table 3.4 Social level of Influence on customers’ online buying behavior

SOCIAL Mean Descriptive

Rating
Social factors play an essential role in influencing the buying 3.09 Moderate
decisions of consumers. Influential
(Ang mga panlipunang salik ay may mahalagang papel sa pag-
impluwensya sa mga desisyon sa pagbili ng mga mamimili.)
Family plays an important role in influencing the buying 3.14 Moderate
decisions if individuals. Influential
(Ang pamilya ay may mahalagang papel sa pag-impluwensya

34
sa mga desisyon sa pagbili kung ang mga indibidwal.)
You tend to pick up products our friends recommend 3.13 Moderate
(May posibilidad kang pumili ng mga produktong Influential
inirerekomenda ng aming mga kaibigan)
Every individual has some people around who influence in 3.20 Moderate
any way Influential
(Ang bawat indibidwal ay may ilang mga tao sa paligid na
nakakaimpluwensya sa anumang paraan)
A reference group helps shape a person's attitude and 3.14 Moderate
behaviors. Influential
(Ang isang pangkat ng sanggunian ay tumutulong sa
paghubog ng saloobin at pag-uugali ng isang tao)
Overall Mean 3.14 Moderate
Influential

Rating Scale Range Descriptive Rating

4 3.50 – 4.00 Most Influential
3 2.50 – 3.49 Moderate Influential
2 1.50 – 2.49 Less Influential
1 1.00 – 1.49 Not Influential
The significant relationship between the demographic profile and factors influencing
online buying behavior

Table 4 presented the significant relationship between the demographic profile

and factors influencing online buying behavior.

As shown in the table, a substantial correlation was observed between age and the

personal and social factors. This was evident from the computed correlation coefficient

values of 0.563 and 0.531, respectively.

To further confirm the presence of a significant relationship between the

demographic profile and the level of customer satisfaction, all variables indicated in the

study were found to be statistically significant.

The findings revealed that there was a significant relationship between the demographic

profile and the level of satisfaction at a significance level of 0.05.

35
Table 4 Significant relationship between the demographic profile and factors influencing
online buying behavior

Legend: : ns – not significant

s - significant at 0.05 level two-tailed test
a - Cannot be computed because at least one of the variables is constant.
Interpretation for Correlation

Interval Estimate Interpretation

36
1.00 - Perfect Correlation
0.70 - 0.99 - Very High Correlation
0.40 - 0.69 - Substantial Correlation
0.20 - 0.39 - Low Correlation
0.01 - 0.19 - Negligible Correlation
0.00 - Zero/No Correlation

37
 CHAPTER V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary, conclusion, and recommendation of the study.

Summary

This study, titled "Factors Influencing Consumer Online Buying Behavior," was

conducted in Barangay Mandaragat, Puerto Princesa City. Its purpose was to determine

the demographic profile of the respondents, identify the factors influencing consumers'

online buying behavior, determine the respondents' level of influence on consumers'

online buying behavior, and analyze the significant relationship between the demographic

profile of the respondents and the factors influencing consumers' online buying behavior.

The results revealed that the majority of the respondents belonged to the 26-35

years old age bracket, were female, single, high school graduates, had a monthly income

of Php 5001-Php 10000, and identified as Cuyunon.

Furthermore, the results showed that the respondents agreed on the influence of

various factors on consumers' online buying behavior, including personal, psychological,

cultural, and social factors. They rated all variables as moderately influential in terms of

influencing consumers' online buying behavior.

38
 However, data analysis indicated that there was no significant relationship

between the demographic profile of the respondents and the factors influencing

consumers' online buying behavior.

Conclusions

Based on the findings of the study, the following conclusions were drawn:

1. Results reveal that the majority of the respondents were in the age bracket of 26-35

years old, were female, were single, had a high school education, had a monthly income

of Php 5001-Php10000, and identified as Cuyunon.

2. Results also reveal that respondents agreed on the following factors influencing

consumers' online buying behavior, such as personal, psychological, cultural, and social.

3. Results revealed that respondents rated all variables as moderately influential in terms

of influencing consumers' online buying behavior.

4 There was a significant relationship between the demographic profile and the

factors influencing consumers' online buying [Link]

Based on the findings and conclusions, the following where hereby recommended.

Consumers/Respondents

1. 1. Respondents should have had enough knowledge on how to buy online to

avoid low-quality items.

2. Future online buyer

1. Future online buyer should know the best quality item before purchasing.

39
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44
APPENDICES
Appendix A. Survey Questionnaire

SURVEY QUESTIONNAIRE
FACTORS INFLUENCING CONSUMERS ONLINE BUYING
BEHAVIOUR IN BARANGAY MANDARAGAT PUERTO PRINCESA CITY,
PALAWAN

In this questionnaire, the researchers will be asking question about your

satisfaction level towards online shopping. All your answers will be kept confidential.
You may ask for help if there is something you do not understand.

PART I. Demographic profile of the Respondents.

Instructions: Please answer the following questions. Put a check (✓) below for your
answers.

Name: (Optional) _____________________.

Age: ________

Sex:
_____ Male
_____ Female

Civil Status:
_____ Single
_____ Married
_____ Widow/widower
_____ Separated
Other (please specify) ________

Educational Attainment:
____ Elementary Undergraduate
____ Elementary Graduate
____ High school Undergraduate
____ High school Graduate
____ College Undergraduate
____ College Graduate
Other (please specify) ________

46
 Monthly Income: ______________

Ethic Affiliation:
_____ Cuyonon
_____ Kagayanin
_____ Tagbanua
_____ Palaw’an
_____ Taaw’t Bato
_____ Molbog
_____ Batak Tribe
_____ Agutaynen
Other (please specify) ________

PART II. Factors influencing consumers online buying behavior

Instructions: Please indicate the level of your Agreement and Disagree with each of these
statements by putting check (✓).

Legend:
4 – Strongly Agree

3 – Agree

2 – Disagree

1 – Strongly Disagree

FACTORS 4 3 2 1
SA A DA SDA

PERSONAL

Age and human life cycle also influence

the buying behavior of consumers
(Ang edad at siklo ng buhay ng tao ay
nakakaimpluwensya rin sa pag-uugali ng
pagbili ng mga mamimili)
An individual staying in a posh locality
needs to maintain status and image
(Ang isang indibidwal na nananatili sa
isang marangyang lokalidad ay kailangang
mapanatili ang katayuan at imahe)

47
An individual’s personality also affects
buying behavior
(Ang personalidad ng isang indibidwal ay
nakakaapekto rin sa pag-uugali ng pagbili)
The occupation of an individual plays a
significant role in influencing buying
decision
(Ang trabaho ng isang indibidwal ay
gumaganap ng isang mahalagang papel sa
pag-impluwensya ng desisyon sa pagbili)
The buying tendency of an individual is
directly proportional to income/earning
per month
(Ang tendensya sa pagbili ng isang
indibidwal ay direktang proporsyonal sa
kita bawat buwan)

PSYCHOLOGICAL

Individuals with the same needs might not

purchase similar products due to
difference in perception
(Ang mga indibidwal na may parehong
mga pangangailangan ay maaaring hindi
bumili ng mga katulad na produkto dahil
sa pagkakaiba sa pang-unawa)
Learning comes only through experience
(Ang pag-aaral ay dumarating lamang sa
pamamagitan ng karanasan)
An individual comes to know about a
product and service only after uses the
same
(Malalaman lamang ng isang indibidwal
ang tungkol sa isang produkto at serbisyo
pagkatapos gamitin ang pareho)
Beliefs and attitude play an essential role
in influencing the buying decision of
consumers.
(Ang mga paniniwala at saloobin ay may
mahalagang papel sa pag-impluwensya sa
desisyon sa pagbili ng mga mamimili)

48
Motivate individuals to purchase products
and services
(Mag-udyok sa mga indibidwal na bumili
ng mga produkto at serbisyo)

CULTURAL

Cultural factors have a significant effect on

an individual’s buying decision
(Ang mga salik sa kultura ay may malaking
epekto sa desisyon sa pagbili ng isang
indibidwal)
Every individual has different sets of habits
and beliefs
(Ang bawat indibidwal ay may iba't ibang
hanay ng mga gawi at paniniwala)
Religion can influence the buying behavior
(Maaaring maimpluwensyahan ng
relihiyon ang pag-uugali ng pagbili)
A person's culture has huge influence on
their though processes and behaviors.
(Malaki ang impluwensya ng kultura ng
isang tao sa kanilang mga proseso at pag-
uugali)

Social perception is very a very important

attribute that influences the buying of an
individual.
(Ang panlipunang pang-unawa ay isang
napakahalagang katangian na
nakakaimpluwensya sa pag-uugali ng
pagbili ng isang indibidwal)

SOCIAL

Social factors play an essential role in

influencing the buying decisions of
consumers.
(Ang mga panlipunang salik ay may
mahalagang papel sa pag-impluwensya sa
mga desisyon sa pagbili ng mga mamimili.)
Family plays an important role in
influencing the buying decisions if
individuals.

49
(Ang pamilya ay may mahalagang papel sa
pag-impluwensya sa mga desisyon sa
pagbili kung ang mga indibidwal.)
You tend to pick up products our friends
recommend
(May posibilidad kang pumili ng mga
produktong inirerekomenda ng aming mga
kaibigan)
Every individual has some people around
who influence in any way
(Ang bawat indibidwal ay may ilang mga
tao sa paligid na nakakaimpluwensya sa
anumang paraan)
A reference group helps shape a person's
attitude and behaviors.
(Ang isang pangkat ng sanggunian ay
tumutulong sa paghubog ng saloobin at
pag-uugali ng isang tao)

PART III. Level of influence on consumers online buying behavior

Instructions: Please answer the following questions below by putting check (✓) in every
statements.

Legend:

4 -Most Influential

3 -Moderately Influential

2 -Less Influential

1-Not Influential

FACTORS 4 3 2 1
MI MRI LI NI
PERSONAL

Age and human life cycle also influence

the buying behavior of consumers
(Ang edad at siklo ng buhay ng tao ay

50
nakakaimpluwensya rin sa pag-uugali ng
pagbili ng mga mamimili)
An individual staying in a posh locality
needs to maintain status and image
(Ang isang indibidwal na nananatili sa
isang marangyang lokalidad ay kailangang
mapanatili ang katayuan at imahe)

An individual’s personality also affects

buying behavior
(Ang personalidad ng isang indibidwal ay
nakakaapekto rin sa pag-uugali ng pagbili)
The occupation of an individual plays a
significant role in influencing buying
decision
(Ang trabaho ng isang indibidwal ay
gumaganap ng isang mahalagang papel sa
pag-impluwensya ng desisyon sa pagbili)
The buying tendency of an individual is
directly proportional to income/earning
per month
(Ang tendensya sa pagbili ng isang
indibidwal ay direktang proporsyonal sa
kita bawat buwan)

PSYCHOLOGICAL

Individuals with the same needs might not

purchase similar products due to
difference in perception
(Ang mga indibidwal na may parehong
mga pangangailangan ay maaaring hindi
bumili ng mga katulad na produkto dahil
sa pagkakaiba sa pang-unawa)
Learning comes only through experience
(Ang pag-aaral ay dumarating lamang sa
pamamagitan ng karanasan)
An individual comes to know about a
product and service only after uses the
same
(Malalaman lamang ng isang indibidwal
ang tungkol sa isang produkto at serbisyo
pagkatapos gamitin ang pareho)

51
Beliefs and attitude play an essential role
in influencing the buying decision of
consumers.
(Ang mga paniniwala at saloobin ay may
mahalagang papel sa pag-impluwensya sa
desisyon sa pagbili ng mga mamimili)
Motivate individuals to purchase products
and services
(Mag-udyok sa mga indibidwal na bumili
ng mga produkto at serbisyo)

CULTURAL

Cultural factors have a significant effect on

an individual’s buying decision
(Ang mga salik sa kultura ay may malaking
epekto sa desisyon sa pagbili ng isang
indibidwal)
Every individual has different sets of habits
and beliefs
(Ang bawat indibidwal ay may iba't ibang
hanay ng mga gawi at paniniwala)
Religion can influence the buying behavior
(Maaaring maimpluwensyahan ng
relihiyon ang pag-uugali ng pagbili)
A person's culture has huge influence on
their though processes and behaviors.
(Malaki ang impluwensya ng kultura ng
isang tao sa kanilang mga proseso at pag-
uugali)

Social perception is very a very important

attribute that influences the buying of an
individual.
(Ang panlipunang pang-unawa ay isang
napakahalagang katangian na
nakakaimpluwensya sa pag-uugali ng
pagbili ng isang indibidwal)

SOCIAL
Social factors play an essential role in
influencing the buying decisions of

52
consumers.
(Ang mga panlipunang salik ay may
mahalagang papel sa pag-impluwensya sa
mga desisyon sa pagbili ng mga mamimili.)
Family plays an important role in
influencing the buying decisions if
individuals.
(Ang pamilya ay may mahalagang papel sa
pag-impluwensya sa mga desisyon sa
pagbili kung ang mga indibidwal.)
You tend to pick up products our friends
recommend
(May posibilidad kang pumili ng mga
produktong inirerekomenda ng aming mga
kaibigan)
Every individual has some people around
who influence in any way
(Ang bawat indibidwal ay may ilang mga
tao sa paligid na nakakaimpluwensya sa
anumang paraan)
A reference group helps shape a person's
attitude and behaviors.
(Ang isang pangkat ng sanggunian ay
tumutulong sa paghubog ng saloobin at
pag-uugali ng isang tao)

53
APPENDIX B. Letter of Request to the College Dean

October 13, 2022

DR. SOL DE VILLA B. RAMA

Dean
College of Business and Management
This University

Dear Madam:
We, the fourth-year students taking up Bachelor of Science in Business Administration
major in Marketing Management, will be conducting a research study entitled "Factors
influencing consumers' online buying behavior in Barangay Mandaragat, Puerto Princesa
City, Palawan".

In view of this, we kindly request permission to conduct the said study in the selected
area of Puerto Princesa City. We highly appreciate your kind consideration and favorable
approval. Thank you so much.

Very truly yours,

(SGD)COMEDIA, JONATHAN L.
(SGD)SAIRULLA, YURISIMA H.
(SGD)DALANON, JOVELIN G.
(SGD)LIBARRA, JOHN PAUL
Researchers

Noted: Approved:

MONINA AGNES EQUIÑA (SGD)SOL DE VILLA B. RAMA, DPA

Thesis Adviser College Dean

54
 APPENDIX C. Letter to the Barangay Captain of Barangay Mandaragat Puerto Princesa City

San Juan, Aborlan, Palawan 5302 WPU-QSF-QMS-20AE Rev 00 (01.04.21)

[Link] ● [Link]@[Link] ● Mobile:09461712498
October 13, 2022

HON. GERRY C. ABAD

Barangay Captain
Barangay Mandaragat Puerto Princesa City

Dear Honorable GERRY:

Warmest greetings!

We, the researchers from the College of Business and Management at Western
Philippines University, are currently preparing a research proposal entitled "Factors
influencing consumers' online buying behavior in Barangay Mandaragat, Puerto Princesa
City, Palawan." This proposal is being prepared as a subject requirement for the degree of
Bachelor of Science in Business Administration major in Marketing Management. The
target population of the proposed study is the residents of Barangay Mandaragat, Puerto
Princesa City, Palawan.
We are hoping for your kind consideration to grant this request.
God bless and more power!

Very truly yours,

(SGD)COMEDIA, JONATHAN L.
(SGD)SAIRULLA, YURISIMA H.
(SGD)DALANON, JOVELIN G.
(SGD)LIBARRA, JOHN PAUL
Researchers

Noted: Approved:

MONINA AGNES EQUIÑA (SGD)GERRY C. ABAD

Thesis Adviser Barangay Captain

55
 APPENDIX D. Letter to the Respondents

San Juan, Aborlan, Palawan 5302 WPU-QSF-QMS-20AE Rev 00 (01.04.21)

[Link] ● [Link]@[Link] ● Mobile:09461712498

October 13, 2022

Dear Respondents,

We, the students of Western Philippines University Puerto Princesa City Campus,
pursuing Bachelor of Science in Business Administration major in Marketing
Management, are currently conducting a research proposal study entitled "Factors
influencing consumers' online buying behavior in Barangay Mandaragat, Puerto Princesa
City, Palawan."

In relation to this, we kindly request your assistance by providing us with detailed and
accurate responses. Please be assured that your responses will be treated with the utmost
confidentiality.

Thank you very much!

(SGD)COMEDIA, JONATHAN L.
(SGD)SAIRULLA, YURISIMA H.
(SGD)DALANON, JOVELIN G.
(SGD)LIBARRA, JOHN PAUL
Researchers

Noted:

MONINA AGNES EQUIÑA

Thesis Adviser

56
SanAPPENDIX
Juan, Aborlan,E.
Palawan 5302 Photo Documentation
WPU-QSF-QMS-20AE Rev 00 (01.04.21)
[Link] ● [Link]@[Link] ● Mobile:09461712498

The researcher while asking the respondents

57
The researcher while helping the respondents to answer the questionnaire.

The researcher while asking the participant to answer the survey.

58
The researcher while assisting the respondents to answer the questionnaire

59