Final Content

Chapter 1
THE PROBLEM
Background of the Study
Purchasing online products is increasingly popular because of speed and
ease of use for customers. Searching for products and services online can save
the consumer time and money by allowing them to find the best prices without
having to do all the legwork. Mobile’s influence on shopping behavior has been
on the rise since the advent of the smartphones, but recent data indicates
consumers are becoming more comfortable finalizing transactions on their
phones.
With the rapid global growth of electronic commerce (e-commerce)
business are attempting to gain competitive advantage by using the platform to
interact with the customers (Demangeot and Broderick, 2004).
Online shopping is a modern mode of purchasing goods and services
where the customers visit various sites, choose the product, order, make
payment through credit card or bank transfer and wait for the delivery of the
product to the consumer (Venkatesh and Bala, 2008).
Smartphones are very popular among the young generation, the
‘Generation-Y’ or the so called millenials who are technologicaly oriented. They

2
depend on these digital devices (Shabrin,et al., 2017) when they can. According
to Blackwell et al. (2001), whatever is in the customers’ mind signifies intention
to purchase them. Both researchers state that consumer will go through the
process of evaluating the product to purchase. They will first look for information
about the features and characteristics of the product, then evaluate their
suitability. Before decision is made to purchase, they browse for feedback from
previous customers. They will purchase the product after making research in
advance so to ensure buying the right product that meets their requirements.
There are variety of smartphone brands in the market that can be used in
buying certain goods and services. Due to vast choices, different consumers will
have different tastes and preferences. The behaviour of consumers in purchasing
one depends on features characteristics, brand name, price, quality, ability to
provide recreation and their level of innovation awareness. Their decision is a
combination of choices as well as impulsiveness (Leo et al., 2005). For them, it is
important to examine and determine the right smartphone that have capabilities
and compatibility with systems used in accessing software that facilitates
programs purchasing online products and services.
Smartphones are efficiently designed with wireless connectivity, built-in
web browser, software, full programmability, file management system, multi-
media presentation and capture, high-resolution displays, large internal of
storage, location as well as movement sensor. Based on previous research, there

3
are five design characteristics of mobile phone preferred by consumers such as
camera, color screen, voice-activated dialing, internet browsing and wireless
connectivity (Ling et al., 2006). Based the research conducted by similar
researchers, indicates that the respondents, mostly comprised of college
students, purchases mobile phone more because of programming capabilities,
convenience, and wireless connectivity to purchase online products and services.
E-commerce continues to thrive in the Philippines with six out of ten
Filipinos buying products and services online – increase from only 46 percent in
2014 – almost 60 percent of those who shopped online using their mobile
devices were below 35 years of age as per according recent Visa research.
Philippines, with its more than 39.4 million internet users ranked 16th in
the world and penetrating an estimate of 39.43% internet users against its total
population (Internet Live Stats, 2015). Moreover, Filipinos are among the most
active in the Asia-Pacific region in browsing the Internet for product search and
sharing online deals (Lucas, 2012). With the increasing acceptance of e-
commerce in western countries, the rise of online stores, product research and
technological advancements, the shopping habits of Filipinos are continuously
increasing too.
According to an article posted by Infographic on the internet in 2016,
Filipinos are greatly attached to their smartphones for various reasons like
communication, entertainment, or productivity making the Philippines the third

4
largest and fastest growing market for smartphones in Southeast Asia. Filipinos
average daily internet usage via smartphone is three hours and fourteen minutes
which means seventy-eight minutes per day for entertainment related content,
fifty-six minutes per day for applications and forty minutes per day for
communication services. Majority of Filipinos uses Android at eighty-one percent
the most while iOS shares the rest with other platforms. This could be attributed
to the adaptability of cheaper phones.
Moreover, E-Commerce in the Philippines is thriving especially now with
availability of friendly payment system. However, a big number of Filipino online
shoppers buy from international sites (Toral, 2017). Nevertheless, Filipinos are
using their smartphones not only to communicate but also as mobile computers.
According to the recent market study of TNS, a global customized research
company, the Filipino consumers are not just using smartphones to call, text a
message and photos, but also “internet-on-the-go” (Xinhua, 2014).
It is for this concern that the researchers come up with this study. The
purpose of this research is to find out the effectiveness of smartphones in
purchasing online products and services.

5
Statement of the Problem
This research aims to determine the effectiveness of smartphone in
purchasing online products and services during the 2st semester, AY 2018-2019.
Specifically, it seeks to answer of the following questions:
1. What is the personal profile of the respondents in terms of;
1.1 age;
1.2 sex;
1.3 civil status;
1.4 year;
1.5 monthly personal allowance; and
1.6 smartphone brand?
2. What is the level of effectiveness of smartphones in purchasing online
products and services in terms of:
2.1 mobility;
2.2 ease of use;
2.3 security; and
2.4 time utilization?
3. Is there a significant relationship on the level of effectiveness for users of
smartphones in purchasing online products and services that occurs between
profile variables?
6
Null Hypothesis
The hypothesis of the study will be tested at 0.05, level of significance
and tests its null form that there is no significant relationships between the
effectiveness of smartphones in purchasing online products and services across
their profile variables.
Significance of the Study
The researchers believes that the result of the study would benefit the
following:
UCU Students. This study will make the students aware in purchasing
online products and services through their smartphones. It will increase their
knowledge by sharing information and become smart/wise audience.
Online Buyers. This study will give them guides on taking control on
their purchasing products and services through their smartphones
Researchers. This study can pave the way to success as they can
gather vast knowledge which they can utilize to become more capable career
persons in this competitive world.
Future Researchers. This study will serve as their reference data for
future researchers who will also conduct similar studies leading to other areas of
effectiveness of smartphone in purchasing online products and services.

7
Scope and Delimitations of the Study
This study focuses to determine the effectiveness of smartphones in
purchasing online products and services in terms of mobility, ease of use,
security and convenience. The respondents of the study are the 3rd year and 4th
year students of Urdaneta City University particularly in BS in Accountancy, BS in
Business Administration, BS in Psychology, BS in Information Technology, BS in
Nursing, BS in Office Administration, BS in Electrical Engineering, BS in
Criminology, BS in Hotel and Restaurant Management, BS in Social Works, BS in
Secondary Education, BS in Elementary Education, AB Mass Communication, BS
in Tourism Management, BS in Pharmacy who will be enrolled in the second
semester of academic year 2018-2019. The researchers will request the total
enrolees from the Registrar’s Office for the second semester AY 2018-2019. The
researchers will employ the Slovin’s formula to get the right sample size and are
considered as the subject of the study.
The profile of the customers respondents were categorized in terms of
personal attributes which include age, sex and civil status. The personal traits
were determined by including course and year, monthly personal allowance and
Smartphone brand.
8
Definition of Terms
In order to have understanding on this study, the following terms had
been defined lexically and operationally:
Smartphones. It is a mobile phone that performs many of the functions
of a computer, typically having touchscreen interface, internet access, and an
operating system capable of running downloaded applications.
Online Shopping. It is the act of purchasing products or services
through the use of smartphones and internet connections.
E-Commerce or Electronic Commerce. It is a term for any type of
business, or commercial transaction, that involve the transfer of information
across the internet.
Generation Z. It is the newest generation to be named and were born
between 1995 and present.
Mobility. It is the ability to have particular services available on a mobile
phones so that consumers have access to information wherever they go.
Security. It refers to techniques in protecting smartphones, computers
and data information from unauthorized access or attacks that are aimed for
exploitation.
Ease of Use. Is the degree to which a person believes that using a
particular system would be free from effort.

9
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the reviewed related literature and studies that
gave the researchers a richer background in the influence of online marketing
and the consumer buying behaviour on how effective the smartphone in
purchasing online products and services across the variables.
For further understanding of the study, the researchers use the different
reading materials related to the online purchasing. These materials such as
thesis, magazines, newspaper and other web articles are essential in broadening
the knowledge of the researchers.
The information that gathered in the reading materials by the researchers
focuses on the use of technology in purchasing products and services.
RELATED LITERATURE
Local Literature
E-commerce is becoming the “new normal’ in Southeast Asia, as
consumers from different regions take on to online shopping because of the
variety of goods and service offered and available in the online web-store
(Tomlinson, 2015).
10
E-commerce pertains to the buying and selling of products and services
using internet. Due to the number of population increasing every year, improved
access to broadband, the rapid revolution and extensive use of smartphones,
and spread of social media, E-commerce found its way to enter and become
broad in global markets (Lim, 2014).
According to Medina (2008), online shopping offers variety of products
that would benefit their customers as it claims that it is assured they are
providing high qualities of items, and provides excellent after sales services and,
tried and tested deliveries.
Since, there are consumers who are unable to go to store and buy what
they want, online shopping is an excellent way to enable them to connect with
the different providers. These shops can be accessed anywhere and anytime.
With just one click on the smartphones, the users are able to visit hundreds of
thousands of web-store online.
There are 21.4 percent Filipinos using their smartphones to purchase
items from the internet in 2012 which is significant increase by 12.6 percent in
2014 totalling to the 34 percent where 94.2 percent of the users are able to
access the internet via smartphones. In addition, consumers prefer to purchase
online because the availability of applications that facilitate mobile shopping
made it more convenient to do so (Perdoso, 2015).

11
In addition, PayPal said that the 87 percent out of 100 percent of Filipino
merchants are currently selling and buying through social media platform while
the 13 percent says they are more likely to use social media in the future. This is
based on the study called “Beyond Networking; Social Commerce as a Driver or
Digital Payments”. While the study of PayPal shows the total users of internet in
purchasing online, the Visa research study shows that there are 72 percent of
their respondents shopped online in the last 12 months. The reasons they cited
for online shopping are convenience at 58 percent out of 100 percent, price as
47 percent out of 100 percent and the deals at 46 percent out of 100 percent.
According to Tomlinson, (2015) as local and international e-commerce websites
becomes more popular among the Filipino consumers and smartphone users, the
country is expecting steady growth of the online commerce.
While e-commerce does not change the essence of commercial
transactions, it radically modifies its form, allowing a real-time transactions
among businesses, consumers, client and government regardless the spatial
distance (Pasadilla and Lacson, 2006).
With the rapid advancements in information and communication
technology (ICT) and the fast spread of the internet, a new system has emerged
to revolutionize international trade and business.

12
Foreign Literature
At first, telephone only works as an audio media that delivers a message
through voice conversation between two parties. As time passed, telephone
evolved from delivering voice messages to dual function of voice and written
messages that is called SMS (Short Message Service). This type of phone is
named cell phone or mobile phone that is portable because it has a small size
and wireless. Due to technological advancements, modern features were
incrementally added. Finally, the mobile phone was developed with various
features; internet connection, camera, touch screen capabilities and virtual
keyboard and others, which is now called smartphone.
Internet has changed the way business is conducted and one of the
emerging uses of the internet is the online shopping. With the rapid population
growth and the modernization of technologies, the potential use of smartphones
and internet changed the traditional in-store shopping of products to web-store
product shopping which allows consumers to purchase without having the
legwork (Whitmore,1999).
13
RELATED STUDIES
Local Studies
As for the Filipinos, e-commerce transaction reached Php 1Billion If this
trend continues, figures can reach up to Php 20 billion as more businesses
conduct online transactions. If significant economic growth takes place in the
next 10 years, these estimates may even double or triple (Toral, 2004).
Regardless of the nature of the business, local entrepreneurs are
encouraged to adopt e-commerce strategies to take advantage of the growing
online market. According to Gantuangco, (2015) there is a robust potential for e-
commerce to grow in the Philippines, on the back of the country’s strong 41
percent internet penetration rate. Almost all Filipinos now are using mobile
services with 25 percent of the population using smartphones. This makes the
Philippines a prime market for e-commerce.
People prefer to shop online using their smartphones to avoid
unpredictable traffic going to the malls. They also prefer online shopping
because they can shop anywhere and anytime using their smartphone devices. It
is a lot more easier and convenient (Briones, 2015).
Filipinos are some of the world’s greatest consumers in the social media
platform, spending at average four hours a day engaging in various social media
activity including browsing on mobile online purchasing application to gather

14
information or to buy product and services, according to the Bicol Standard,
(2016).
Since most of the companies are turning to online shopping to offer the
ease of buying without leaving their places. The company must take into
consideration key factors of web-stores development by increasing the variety of
products display, detailed descriptions on the product display, ease of payments,
and quality service in delivering the products to their customers. In addition,
online shopping as well as conventional mode of purchasing are sharing lots of
resemblances, at the same time, there are some distinctions between them, such
as the online shopping could possibly offer ease and also interactive solutions,
and also the standard purchasing could possibly give clients more comfortable
shopping environment and top of the quality products, both shopping platform
are trying to boost their solutions, such as standard shopping center give even
more parking spaces, even more counters. Internet shopping center embraces
digital reality to boost the presentation of the product (Olaide,2016).
Foreign Studies
The increasing amount of spending in today’s society has created a new
lifestyle and accepted among consumers. Owning items has become an
expression of self-identity for a lot of consumers which has helped to increase of
shopping as a lifestyle (Dittamar, Beatite and Friese, 1996).

15
Smartphone is mobile phone that is connected to computer system. It can
perform various forms of works. Smartphone incorporates camera technology, a
touch-screen display, wireless internet capability, audio and video media storage,
and the ability to download and install custom apps (Franko, 2011). The use of
smartphone has become a necessity of life. Smartphone design is also various.
Many consumers considers the design (Permana, 2013). eMarketer (2014)
reported that the number of smartphone users worldwide surpass 1,76 billion
people and is expected will be thriving in the next year. For smartphone users in
Indonesia, MediaCells (2014) denounced that 46 million people have
smartphones. About 39.8 million of these are new users. Based on the operation
system on smartphone, Android is ruler of market share in Indonesia that is
59.91 percent (Statistics, 2014). Smartphone development which has significant
growth has become the idea of research based on concept or technology-
oriented theory.
In additionally, situational factors will also lead the consumer with their
intention to shop in the internet. These factors include time pressure, lack of
mobility, geographical distance needs for special items and attractiveness of
alternatives (Monsuwe, Delleart and Ruyter, 2014).
With the internet, consumers’ buying opportunities have expanded
through the increased accessibility of products and services and increased ease
16
to make purchases. This new mode of shopping promotes convenience than
traditional in-store buying (Eroglu, Machleit and Davis, 2001).
Internet has become an integral part of the daily lives of the people both
in the workplace and at home. The rapid growth in information technology
evidently influenced the landscape of the consumer behaviour.
Synthesis of the Reviewed Related Literature and Studies
Based on the information gathered by the researchers, mobile technology
has inﬁltrated almost every aspect of our daily lives, mobile shopping (m-
shopping) has become an alternative approach for searching, browsing,
comparing and purchasing products and services online from multiple retailers at
any time and at any place when the consumer uses mobile devices (Holmes,
Byrne, and Rowley 2014; Lu and Su 2009; Yang and Kim 2012).
However, while the m-shopping idea is not new and has been in existence
for more than 10 years (Fenech 2002; Jih and Lee 2003), the actual
breakthrough came with the market launch of advanced mobile devices, with
Smartphones leading the way (Nielsen 2013; Scoop Media 2013). There is
considerable evidence indicating that the number of consumers using
Smartphones for making purchases will grow impressively within the next few
years. For instance, in the USA alone, the number of m-shoppers will grow at an
average annual rate of approximately 17% over the next four years, to reach
17
174.9 million m-shoppers in 2016, compared to 94.8 million m-shoppers at the
end of 2012 (eMarketer, 2013). In Europe, too, an increase of the m-shopper
population is expected: from 7.6 million in 2011 to more than 79 million in 2017
(Forrester Research 2012). With respect to the German market, for example, the
annual survey report by Boniversum and BVH (2014) shows a constant increase
of approximately 10% in the number of m-shoppers in the past three years,
reaching now nearly 57% of the whole population of Smartphone users who
have made at least one purchase via their devices. Not only is the population of
m-shoppers expected to increase worldwide at the same time, but also the
volume of mobile purchases (m-purchase) is expected to increase.
Hence, Forrester Research (2012) predicts that the mobile channel-share
will constitute 5.7% of the e-commerce revenue by 2017, compared with 3.5%
in 2012 (Zanox 2013). The outlook in other countries within Europe is also quite
similar (Forrester Research 2012; Zanox 2013), indicating a high potential for the
Smartphone in terms of m-shopping. At present, statistics are emerging that lead
to the conclusion that tablet computers (tablets) are catching up with, and may
soon exceed Smartphones among the wave of mobile commerce activities
(eMarketer 2013b; Pew Research Center 2013). However, since more and more
consumers are used to carrying around their mobile phones (Bitkom 2013),
Smartphones can thus be considered an essential everyday device, more
predestined than tablets for making on-the-spot purchases (Heinemann and

18
Schwarzl 2010). There are factors quite specific to online shopping sites which
consumers may visit this nevertheless provides motivation for some specific
consumers and it relates to the overall online shopping experience and having a
positive satisfaction to the experience (Elliot and Speck, 2005).
Emerging trends for online shopping is to increase efforts in improving the
online security and privacy. Across most metrics, online shopping has shown
growth and yet beliefs is that online shopping growth rates could actually be
much higher if not for security-related concerns by some consumers (Bramall et
al, 2004, Arnold et al, 2007, O’Connell, 2005, and Cullen 2005). Thus, the
organization is investing to ensure greater security for their online shopping
sites. ConsumerReports.org even recently developed a tool in providing the
consumers safety and enjoyment in browsing web-store experience (Ascribe
News, 2005).
Moreover, the organizations are increasingly seeing potential for an
expanded product range an ancillary business. The company must offer products
online which are not normally found in their offline stores and these includes
higher-priced items (Hajewski, 2007). In terms of ancillary businesses, the
increase in online usage and online shopping has even spawned related business
such as business which monitor traffic into organizations’ website with the
objective of the increasing an organization’s sales (Newman, 2007).

19
While the extent of technological readiness of the consumers plays part in
determining the level of comfort in navigating the web-store design in online
shopping site, the general usability of an online shopping site is an increasing
differentiator and distinguishes between the different sites that consumers will
utilize in online shopping (Massey et al, 2007). The challenge of the online
purchasing sites companies is to continue making their online shopping sites
easier to use. And to support the point, some online shopping sites now provide
potential live help from the customer services if particular requirements are
needed in order to reduce the number of lost purchases resulting from
consumers abandoning their purchases (Prince. 2005). Overall, the design of the
website and the ease of use have a large impact on the online shopping site’s
performance (Auger, 2005).
According to Mollenkopf et al, 2007 the online shopping company must
establish clear guidelines in the management of internet product returns, which
then address a key concern or questions by some consumers. Organizations
which are able to state clearly their policies on the internet product returns, and
which provide a smooth process for allowing consumers to make returns for
products bought online are at an advantage as opposed to other organizations
which have a reputation of being difficult to coordinate with in processing
internet product returns.

20
The increasing demand of the consumers in the trend’s products. The
approach to cater to the demand of consumers is to provide channels for
consumers which have been seen to provide a good way of increasing the online
store sites’s business (Spors, 2006).
Web-store designs are way to increase opportunities for organizations to
develop consumers relationship. The online shopping provides organization with
an additional channel to develop the consumers relationships. Organizations
which are effectively capturing value from their online shopping employs the help
of organizations which are able to collect and analyze data on consumers
pattern, interpret customers behavior, respond with timely and effective
communication, and deliver product and services that value the customers
(Kennedy,2006).
Theoretical Framework
This study relies on the Lazy User Theory (Tétard and Collan, 2007) that
tries to explain how an individual selects a solution to fulfil a need from a set of
possible solution alternatives. A theory to explain the decision-making process of
users in choosing solutions that would fulfil their needs by using the least effort.
The theory is based upon the principal of least effort that was theorized by
where it is argued that human behaviors are naturally dictated by the need to
choose a path that will lead to the least amount of resistance in order to perform
21
desired activities and obtaining desired outcomes. Re assessed that the principal
is mainly derived into two main aspects which are minimizing the rate of work
and the average rate of work. For example, an individual may search for the
meaning of a word by using a smartphone rather than looking for an actual
physical dictionary. The result will still end with the individual finding the
meaning of the word using the minimum average rate of work to actually
perform the activity of seeking the information. Stated that the paths of least
effort (solutions) considered by an individual to solve the problem at hand should
regard those paths as only probable paths. The work of estimating a path with
the least effort must be included into the overall total work of taking the path
with the least effort. This is due to the notion that an individual in choosing a
solution or path that uses the least amount of effort would also attempt to
minimize the effort of estimating and taking the path itself. Therefore, based on
this judgment, it can be assumed that customers will logically prefer mobile
devices from PC as it is thought using mobile devices would require less effort
from customers to perform the same activity to shop online. In this instance,
using mobile devices to shop online would generally require less effort on the
customers’ part as there are fewer burdens (i.e. availability, mobility and
convenience) imposed on them to gain access to the Internet. The objective of
shopping online remains the same with the difference being in the method used
by customers to achieve said objective.

22
Conceptual Framework
The framework illustrates the relationship of the independent and
dependent variables. The personal profile of the respondents will served as the
independent variables. The personal profile of the respondents was expressed in
terms of age, sex, civil status, course and year, monthly personal allowance and
Smartphone Brand. The dependent variables are mobility, ease of use, security
and time utilization.

23
Independent Variables Dependent Variables
Effectiveness of
Personal Profile of the
Smartphones in purchasing
respondents in terms of the
online products and services
following attributes;
such as;
a. Age
a. Mobility
b. Sex
b. Ease of use
c. Civil status
c. Security
d. Year
d. Time utilization
e. Monthly personal
allowances
f. Smartphone brand
Effectiveness of
Smartphones in
Figure 1: purchasing
Conceptualonline
Paradigm showing the relationship between the
products
independent and and variables of the study.
dependent
services such as;
a. Accuracy of and
authenticity of the
product
b. Price
c. Availability of the
product
24
Chapter 3
RESEARCH METHODOLOGY
This chapter presents the design on how this study was conducted. It also
presents the subjects of the study and sampling scheme, the data gathering
instruments, collection of data and statistical treatment of data in order to
analyse and interpret the result of this study.
Research Design
This study used the descriptive survey design. This method is also known
as statistical research. The descriptive research design is a scientific method
which involves observing and describing the behavior of a subject without
influencing it in any way.
The use of the method is justified by the purpose of the researchers to
conduct a study about the effectiveness of smartphones in purchasing online
products and services. The researchers use questionnaires to gather data to
obtain information about the effectiveness of smartphones. Data that collected
were tallied, statistically treated and interpreted.

25
Subjects of the Study and Sampling Scheme
The subjects of the study consist of 3rd year and 4th year students of
Urdaneta City University who are purchasing online products and services using
their smartphones. In regard to this, upon the result of the floated
questionnaires to the respondents, the researchers got the total number of
respondents. They are classified into their online shopping experiences. Out of
the total number of respondents, purposive sampling is employed wherein
researchers relies on own judgement when choosing members of populations to
participate in the study.
Purposive sampling is a none-probability sampling method and it occurs
when elements selected for the sample are chosen by the judgement of the
researcher. Researchers often believe that they can obtain a representative
sample by using a sound judgment, which will result in saving time.
Data Gathering Instrument
This study used questionnaire checklist which will serve as the primary
tool to gather data. The questionnaire checklist contains questions from the
ideas of the researchers gathered through discussions and other suggestions
from the adviser and validators. The questionnaire was validated by a pool of
experts, experts namely; Mrs. Lolita L. Manansala, MBA and Mr. Edmon M.
Fernandes, MBA are instructors from the College of Accountancy and Business
26
Administration of Urdaneta City University and Mr. Gerom B. Bangayan, MBA,
LPT is from 2GO Express Inc. of BHF Compound, Mayombo District, Dagupan
City who are all master degree holder and who are all experienced and
knowledgeable in business aspects.
The first part of the questionnaire deals with personal profile of UCU
students that is purchasing online products and service using Smartphones
online which comprises the following: their profile variables (1) age, (2) sex, (3)
civil status, (4) year, (5) monthly personal allowance (6) Smartphone Brand and
their experience in online shopping (1) mobility, (2) ease of use (3) security and
(4) time utilization.
Moreover, the researchers conduct an interview with respondents in order
to gather additional data that used for a better interpretation and analysis of the
result.
Collection of Data
Before floating the questionnaires, the researchers prepared a letter to the
respondents noted by the Program Head of the College of Accountancy and
Business Administration. The researchers were personally distributed the
questionnaires to the respondents. Beforehand, researchers formally asked the
permission of the students who are engaged into online shopping.
Questionnaires were given to those who were willingly to answer. The

27
researchers assisted the respondents in answering the questions for their better
understanding to provide honest, better, reliable and accurate data needed for
the study. The data will be tabulated in proper table of analysis.
Statistical Treatment of Data
The data gathered were tallied, analyzed and interpreted in accordance
with the specific problems posted in the study.
In order for the researchers to figure out the sample size for the study,
they employed the Slovin’s Formula. The formula is shown below: where n =
Number of samples, N = Total population and e = Error tolerance (0.05).
To answer problem number one (1) that deals with the profile variables of
the respondents, frequency count and percentage formula is used as shown
𝑭
below: 𝑷 = 𝑵 (𝟏𝟎𝟎)
Where:
P= Percentage equivalent
f= Number of respondents
n = Total number of respondents
To answer problem number two (2) on the effectiveness of smartphones
in purchasing online products and services, the average weighted mean formula
was utilized. The formula is shown below;

28
𝑾𝑴
𝑨𝑾𝑴 = ∑ 𝒄
Where:
AWM= Average weighted mean
f= Frequency
n = number of respondents
The descriptive equivalent (DE) of each category and area was based on
five – point Likert scale shown below:
Point Value Classification Statistical Limit Descriptive Equivalent
5 4.60 – 5.00 Highly Effective (HE)
4 3.60 – 4.59 Often Effective (OE)
3 2.60 3.59 Effective (E)
2 1.50 – 2.59 Slightly Effective (SE)
1 1.00 – 1.49 Not at all Effective (NE)
To answer problem number three (3) on the significant relationships in

the online shopping of UCU students and their profile variables, the researchers
used the Chi-Square formula as:
2
2  O  E
Xc 
E
Where: X2
c – computed Chi square value
O – observed frequency
E – expected frequency
Degree of Freedom, df = (c – 1)(r – 1)
29
Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the analysis and interpretation of the data of
findings in line with the personal profile of the respondents to the level of
effectiveness of smartphones in purchasing online products and services.
The analysis and interpretation of the variables by the respondents are
presented as they perceive when it comes to: a) Mobility; b) Ease of Use; c)
Security; and d) Time utilization. With the use of questionnaire and interview
method, the researchers were able to obtain necessary data which were
presented, analyzed and interpreted in this chapter in relation to the specific
problems raised in Chapter 1. Data were further presented with the use of
tables to facilitate understanding on the discussion of the stated problems. The
manner of presentation was in consonance with the sequence of the stated
problems in Chapter 1.
Personal Profile of the Respondents
The personal profile of the respondents includes age, sex, civil status,
year, monthly personal allowance, and smartphone brand. The description is

30
made with the use of frequency counts and percentage distribution. The data
were further presented using tables.
Table 1
Personal Profile of the Respondents in terms of
Age, Sex and Civil Status
n = 351
Personal Profile Frequency Percentage (%)

Age
18-19 years old 114 32.50%
20-21 years old 176 50.10%
22-23 years old 61 17.40%
Total 351 100%
Sex
Male 138 39.30%
Female 213 60.70%
Total 351 100%
Civil Status
Single 345 98.30%
Married 6 1.70%
Total 351 100%
Year
Third year 185 52.70%
Fourth Year 166 47.30%
Total 351 100%
Table 1 shown above presents the tabulation on the profile of the
respondents in terms of age, sex, civil status and year.
Age. As revealed in Table 1, majority of the respondents are in the age
bracket of 20 – 21 years old as evidenced by the frequency count of 176 or
50.10% out of 351 respondents, 18 – 19 years old has the second highest which
31
has frequency count of 114 or 32.50%, 22 – 23 years old has the third highest
frequency which has a count result of 61 or 17.40%, and 16 – 17 years old has
no frequency at all. It implies that majority of the respondents who enjoy
purchasing online products and services are young adults. Based on the random
interview conducted by the researchers, it is because young adults tend to have
more wants and needs to be met. And it is in this age bracket where students
are very busy in the sense that they don’t have much time to go shopping
personally so they tend to purchase their needs online. It is also expected that
people who belong to this age bracket tend to have more updates and
knowledge on technology-based activities such as online shopping.
Filipinos use smartphones primarily for chatting, browsing the Internet,
visiting social network sites, viewing video clips and ending text messages and e-
mails; however, the subscriptions to smartphones continue to rise because of
these online activities and the main subscribers are the youth which belong in
the age bracket of 20 to 25 years old. (Ericsson, 2014)
According to Kotler, et.al (2008), with the change in the age and life cycle
stage, people change buying patterns on goods and services they buy over their
lifetime.
Sex. In the sex variable, respondents are dominated by females with the
highest frequency of 213 or 69.70% out of 351 respondents, and on the other
hand, male respondents have a frequency of 138 or 39.30%. It implies that

32
more than half of the respondents who are fond of using smartphones in
purchasing online products and services are females. Generally, women are most
likely be the ones who enjoy shopping online. They find it very convenient as it’s
just a matter of “browse and click” on their part. Women end to have more
necessities in their bodies and more conscious on the things to be bought, yet
don’t have much time to go shopping personally than men.
As mentioned above, when people change in their age and life cycle age,
there is a tendency that there will also be a change when it comes to buying
patterns of consumers, same as to gender. It is supported by Lamb, et.al.,
(2010) that even the consumption pattern if the people of the same age and
gender differs due to differences in their needs.
Lee (2009) also cited in his study entitled “state of gender differences in
environmental attitude, environmental importance and understanding of
environmental responsibility of young consumers’ purchasing behavior”
suggested that young women have more considerable scores in environmental
attitudes and environmental responsibility in their purchasing behavior than men.
Civil Status. As seen in the Table 1, there are 345 respondents who are
single or a percentage distribution of 98.30% while there are only 6 respondents
who are married with a percentage distribution of 1.70% only. Consequently, no
respondents are widowed as an option provided in the questionnaires. It implies
that most of the respondents who are going online to shop are single. Based on
33
the random interview conducted by researchers, majority of the products and
services offered online are for people who are not yet married. Consequently,
married people tend to have more emphasis on buying necessities for their
family, buying practical things and food personally than buying it online. On the
other hand, there are a lot of products and service that are offered for those
people who are not yet married such as food, clothes, travel tours, garments,
and other related products and services. Undoubtedly, most of the respondents
belong to the single status because of these factors, garnering 98.30% of the
sample population.
Year. As further shown in Table 1, majority of the respondents are in their
Third Year of college as evidenced by a frequency count of 185 or a percentage
distribution of 52.70%, while the other one which is the Fourth Year having 166
responses or a percentage distribution of 47.30%. It implies that majority of the
respondents said that they are in their third year of college. It is said to be the
crucial year or stage of a college student as it has the greatest number of
requirements, subjects and loads; therefore, making online in demand for this
year bracket. They find it easy to use and less time to utilize in purchasing online
products and services because of these circumstances.
According to Dunn (2017), most of the online purchasers who are
using smartphones are college students. It can be implied, therefore, that college
students find online shopping more comfortable than personal shopping. It is

34
because they don’t have much time going to the mall sometimes or the just
enjoy doing transactions using smartphones online.
Table 2
Personal Profile of the Respondents in terms of
Monthly Personal Allowances and Smartphone Brand
n = 351
Frequenc Percentag
Personal Profile y e (%)
Monthly Personal Allowances
3,000 and below 36 10.30%
3,001 - 3,600 25 7.10%
3,601 - 4,500 42 12.00%
4,501 - 5,100 108 30.80%
5,101 - 6,000 75 21.40%
6,001 and above 65 18.50%
Total 351 100%
Smartphone Brand
Apple 82 23.40%
Samsung 138 39.30%
Vivo 53 15.10%
Huawei 49 14.00%
Others 29 8.30%
Total 351 100%
Monthly Personal Allowances. In the above table, it shows data in terms
of monthly personal allowances in which majority of the respondents have a
range of 4, 501 – 5, 100 with a frequency count of 108 responses or 30.80% in
percentage distribution, 75 responses or 21.40% out of 351 respondents have a
range of 5,101 – 6,000 monthly personal allowances, 65 or 18.50% of the
respondents have a range of 6, 001 and above, 42 or 12% have 3,601 – 4, 500
monthly personal allowances, 36 or 10.30% have 3, 000 and below and 25 or
7.10% have 3, 001 – 3, 600 monthly personal allowances. It implies that

35
majority of the respondents have enough allowance to shoulder their expenses
and still buy products and services online. Monthly allowance is an important
factor for people, specifically for students as it is their main source of income to
cover for their own expenses.
Kotler et. al., (2008) cited that economic situation like students having
monthly personal allowances is an important factor that affects the purchasing
decision of a buyer. Any individual who have higher level of disposable income
will buy expensive and premium products than compared to people having
middle or lower level income.
Smartphone Brand. Table 2 also shows the data regarding the
smartphone brand used by respondents in purchasing online products and
services. As seen in the table, majority of the respondents have Samsung brand
which has the highest frequency count of 138 equivalent to 39.30% in
percentage distribution, second highest is the Apple brand which has a frequency
count of 82 responses on the questionnaire or 23.40% as equivalent in
percentage, third highest is the Vivo brand which has 53 responses or 15.10%,
fourth highest is the Huawei brand which has 49 responses or 14.00% while
there are respondents who, in some way or another, use other smartphone
brands in purchasing online products and services, garnering 29 responses
equivalent to 8.30%. It implies that majority of the respondents have Samsung
smartphones. According to them, Samsung phones are budget-friendly,

36
convenient and easy to use. Students, as our main respondents of this study,
believe that they only need a phone that can be operable and can be used for
online shopping. As long as it has that quality, it can be their choice of phones.
Perhaps, the most important and effective strategy to influence consumer
behavior in the product selection is emphasizing the “brand name” of the
products.
Brands are valuable to the consumers because it decreases the risks for
them and leads to saving the costs in decision making (Aghdaie and Honari,
2014).
Apple Company uses a different operating system compare to other
competitors for its products such as IOS for its smartphones and tablets. As a
consequence, this innovation has made many customers loyal to the company.
Hence, customers may also be willing to pay more money to use the products of
this company. Therefore, our conclusions were brand loyalty affects consumers’
buying behavior on online purchases.
Personal Profile of the Respondents
The researchers collected information using the validated survey
questionnaires. The data were also presented using pie charts for better
understanding. The following charts present the personal profile of the

37
respondents in terms of age, sex, civil status, year, monthly personal allowances,
and smartphone brands.
Table 3
Respondents' Perception on the level of effectiveness of smartphones
in purchasing online products and services in terms of Mobility
n = 351
Indicators AWM DE Rank

1. I prefer smartphone in purchasing online products and
services
than tablets and PC’s. 4.48 OE 2
2. Smartphone is a pocket size computer that you can carry

and
use it anywhere. 4.51 OE 1
3. Using smartphone it easy to use in the web store design

online. 4.29 OE 4
4. Using smartphone it scans and directs me to the product

from QR codes and Bar Codes. 4.25 OE 5
5. Smartphones provides new information in new products. 4.38 OE 3

Overall Average Weighted Mean 4.38 OE
Statistical Descriptive
Legend: Limit Equivalent (DE)
4.60 - 5.00 Highly Effective (HE)
3.60 - 4.59 Often Effective (OE)
2.60 - 3.59 Effective (E)
1.59 - 2.59 Slightly Effective (SE)
Not at all Effective
1.00 - 1.49 (NE)
Table 3 shows the respondents’ perception on the level of effectiveness of
smartphones in purchasing online products and services regarding its mobility.
The second statement which states that “Smartphone is a pocket size computer
that you can carry and use anywhere” has the highest average weighted mean
38
of 4.51 with the descriptive equivalent of Often Effective. The first statement
which states that “I prefer smartphone in purchasing online products and
services than tablets and PC’s” has the second highest average weighted mean
of 4.48 with the descriptive equivalent of Often Effective. The fifth statement
which states that ”Smartphones provide new information in new products”
ranked as number 3 having an average weighted mean of 4.38 with the
descriptive equivalent of Often Effective. The third statement which states that
“Using smartphone is easy to use in the web store design online” has the fourth
highest average weighted mean of 4.29 with the descriptive equivalent of Often
Effective. Lastly, the fourth statement which says that “Using smartphone scans
and directs me to the product from QR codes and Bar Codes” has the least
average weighted mean of 4.25 with the descriptive equivalent of Often
Effective.
The overall average weighted mean of 4.38 with a descriptive equivalent of
Often Effective.
It implies that smartphone is effective when it comes to mobility than tablets
and PC’s because of its features. It is a device where consumers can carry and
use anywhere because it’s a pocket size device so whenever consumers think of
purchasing online products and services, they can use it right away. Smartphone
also offers easy to use web store design where consumers are able to navigate
easily without the help of a monitor and a mouse. It also scans and directs
39
consumers to the product from QR codes and Bar codes, and provides new
information on new products without going to a computer shop or using a
laptop. However, online sellers should also be wise in choosing words in posting
their items with integrity. According to Bergeron, J. (2005), in the absence of
face to face transactions in shopping, possible buyers only rely on the
information on the website supplied by the online shopping providers. They may
opt to switch to traditional channel when they are not satisfied about the
information they saw on the website.
Table 4
in purchasing online products and services in terms of Ease of Use
n = 351

1. Using smartphone gives me greater control in choosing
the products and services. 4.41 OE 1
2. It’s easy for me to remember how to perform task

in buying online using smartphone. 4.28 OE 4
3. Smartphone allows me to trace the movement

of the ordered product. 4.3 OE 3
4. Navigating different pages becomes so easy with my

smartphone. 4.27 OE 5
5. Multi-tasking offered by smartphone is very essential

on online shopping. 4.4 OE 2
Descriptive Equivalent
Legend: Statistical Limit (DE)
1.00 - 1.49 Not at all Effective (NE)
40
smartphones in purchasing online products and services regarding its ease of
use. The first statement which states that “Using smartphone gives me greater
control in choosing the products and service” has the highest average weighted
mean of 4.41 with the descriptive equivalent of Often Effective. The fifth
statement which states that “Multi-tasking offered by smartphone is very
essential on online shopping” has the second highest average weighted mean of
4.40 with the descriptive equivalent of Often Effective. The third statement which
states that ”Smartphone allows me to trace the movement of the ordered
product” ranked as number 3 having an average weighted mean of 4.30 with the
descriptive equivalent of Often Effective. The second statement which states that
“It’s easy for me to remember how to perform task in buying online using
smartphone” has the fourth highest average weighted mean of 4.28 with the
descriptive equivalent of Often Effective. Lastly, the fourth statement which says
that “Navigating different pages become so easy with my smartphone” has the
least average weighted mean of 4.27 with the descriptive equivalent of Often
Effective.
The overall average weighted mean of 4.33 with a descriptive equivalent of
Often Effective.
41
It implies that the respondents perceived that smartphones are very
effective when it comes to ease of use. According to them, smartphone gives
them greater control in choosing the products and services. It also offers multi-
tasking capabilities where they can browse to whatever sites while doing on a
research on a product information they want. It also allows them to trace the
movement f their ordered product which is very essential when it comes to
online shopping. It is also easy for them to perform tasks in buying online
products and services using smartphones and they can also navigate to different
pages at ease.
Generally, smartphones are bought because of its connectivity, portability,
computing capabilities and location detection abilities (Coelho, et.al., 2013).

42
Table 5
in purchasing online products and services in terms of Security
n = 351

1. Using smartphone in online shopping is as
secured
as traditional shopping. 4.3 OE 2
2. Using smartphone requires me authentication

passwords
and passcodes in purchasing online products. 4.28 OE 3
3. Smartphone offers biometrics security to

secure online mode
of payments. 4.26 OE 5
4. Using smartphone it encrypts profile

information to avoid
identity theft. 4.31 OE 1
5. Smartphone has up to date or latest known

mobile security
vulnerabilities with its OS (Operating System). 4.26 OE 4
Statistical Descriptive Equivalent
Legend: Limit (DE)
smartphones in purchasing online products and services regarding its security.
The fourth statement which states that “Using smartphone, it encrypts profile
information to avoid identity theft” has the highest average weighted mean of
43
4.31 with the descriptive equivalent of Often Effective. The first statement which
states that “Using smartphone in online shopping is as secured as traditional
shopping” has the second highest average weighted mean of 4.30 with the
descriptive equivalent of Often Effective. The second statement which states that
”Using smartphone requires me authentication passwords and passcodes in
purchasing online products” ranked as number 3 having an average weighted
mean of 4.28 with the descriptive equivalent of Often Effective. The fifth
statement which states that “Smartphone has up to date or latest known mobile
security vulnerabilities with its OS (Operating System)” has the fourth highest
average weighted mean of 4.26 with the descriptive equivalent of Often
Effective. Lastly, the third statement which says that “Smartphone offers
biometrics security to secure online mode of payments” has the least average
weighted mean of 4.26 with the descriptive equivalent of Often Effective.
The overall average weighted mean is 4.28 with a descriptive equivalent of
Often Effective.
When it comes to security, most of the respondents believe that it is very
effective when smartphone encrypts profile information to avoid identity theft. It
is very essential when doing business and transaction online as consumers don’t
know who they are transacting with. They also believe that it can be similar to
traditional shopping with regard to security of the order. They also perceive that
requiring authentication and inputting passwords can help enhance the security
44
of a consumer in using smartphones. It should also have updated operating
system which is essential in improving mobile security vulnerabilities. Lastly, it is
very effective that smartphone offers biometric security to secure online mode of
payment such as credit cards and debit cards as it is confidential to purchaser’s
part.
Ling, Chai and Piew (2010) believe that the effects of shopping orientations,
online trust and prior online purchase experience toward customers’ online
purchase intention. They also proved that purchase intention of undergraduate
students was influenced by impulse purchase intention, quality orientation, brand
orientation and online trust.
Kim (2010) also analyzed in his study the college students’ online shopping
behavior through attitude and intention. He also provided evidence that privacy,
security, and trust are some of the factors that affect intention to purchase
online.
Another study by Delafroos, Paim and Ichatibi (2011) found out that trust
and security are significant predictors of purchase intention. Also included in their
study says that when deciding to purchase online, repeat customers tend to be
more secured than those possible buyers.

45
Table 6
in purchasing online products and services in terms of Time Utilization
n = 351

1. It saves me time in online shopping without
having a legwork. 4.47 OE 2
2. Online shopping with smartphone avoids queues

and
temptations
of unnecessary purchases. 4.43 OE 3
3. Online shopping offers door to door delivery. 4.48 OE 1
4. Online shopping using smartphone provides

products prices
and products choices. 4.35 OE 4
5. Payment online is offered by smartphones. 4.34 OE 5

Statistical Descriptive Equivalent
Legend: Limit (DE)
smartphones in purchasing online products and services regarding its time
utilization. The third statement which states that “Online shopping offers door to
door delivery” has the highest average weighted mean of 4.48 with the
descriptive equivalent of Often Effective. The first statement which states that “It
46
saves me time in online shopping without having a legwork” has the second
highest average weighted mean of 4.47 with the descriptive equivalent of Often
Effective. The second statement which states that ”Online shopping with
smartphone avoids queues and temptations of unnecessary purchases” ranked
as number 3 having an average weighted mean of 4.43 with the descriptive
equivalent of Often Effective. The fourth statement which states that “Online
shopping using smartphone provides product’s prices and products choices” has
the fourth highest average weighted mean of 4.35 with the descriptive
equivalent of Often Effective. Lastly, the fifth statement which says that
“Payment online is offered by smartphones” has the least average weighted
mean of 4.34 with the descriptive equivalent of Often Effective.
The overall average weighted mean is 4.42 with a descriptive equivalent of
Often Effective.
It implies that most of the respondents view smartphones as very effective
when it comes to time utilization. They believe that using smartphones utilize
less time as compared to going personally to purchase. They also tend to
perceive that online shopping is very helpful as it offers door to door delivery so
it saves them time without having a legwork. It also avoids them waiting on
queue. With smartphones, online shopping provides product prices and product
choices at glance where less time may be utilized. Lastly, it’s very convenient
because it offers payment options online when using a smartphone.

47
Table 7
Summary of the Respondents' Perception on the level of effectiveness
of smartphones in purchasing online products and services
n = 351

1. Mobility 4.38 OE 2
2. Ease of Use 4.33 OE 3
3. Security 4.28 OE 4
4. Time Utilization 4.42 OE 1
Statistical
Legend: Limit Descriptive Equivalent (DE)
The overall perception of the respondents regarding the level of effectiveness
of smartphones in purchasing online products and services is Often Effective
having a weighted average mean of 4.35. This means that the respondents
perceived that smartphones’ effectiveness with regards to mobility, ease of use,
security and time utilization is Often Effective. Therefore, it should be
continuously be implemented in the online purchasing industry.
The researchers noticed that among the four variables presented, time
utilization ranked number 1 as the most often effective with an average weighted
mean of 4.42. It simply means that most of the respondents perceived that the
most effective use of a smartphone when it comes to online shopping is its time
utilization. With a click of a hand, one can purchase whatever they want without
walking and consuming so much time outside. Second to the highest is its
48
mobility which has an average weighted mean of 4.38. The most identifiable
description of smartphones when it comes to mobility is as if it’s a pocket size
computer where you can carry and use anywhere, and that’s the reason why
respondents tend to perceive that it is often effective. Third to the highest is the
ease of use of a smartphone, garnering an average weighted mean of 4.33. It
can therefore be concluded that most of the respondents believe that
smartphones are very convenient to use as it offers a wide range of features and
attributed one can truly appreciate. Last but not the least is its security. Though
most respondents view it as often effective, other respondents tend to believe
that online sellers and smartphone makers should also not overlook the security
variable as it is also on of the challenging problems faced in today’s time.
Table 8
Correlation between the level of effectiveness of
smartphones
in purchasing online products and services across the
respondents' Age
df = 0.05
Indicator Computed Df Tabular Interpretation

Value Value
1. Mobility 444.782 12 2.179 S
2. Ease of Use 459.761 12 2.179 S
3. Security 407.139 12 2.179 S
4. Time
Utilization 4.97 12 2.179 S
Legend: df = degree of freedom
S = There is a significant relationship
NS = There is no significant relationship
49
Table 8 on the previous page presents the correlation between the level of
the effectiveness of smartphones in purchasing online products and services
across their age.
The data on the table indicates that the categories namely mobility, ease
of use, security, and time utilization got a computed value of 444.782, 459. 761,
407.139, and 4.97, respectively. Therefore, it is significant since the computed
value is more than the tabular value and the researchers failed to accept the null
hypothesis.
This only indicates that using smartphone when doing transactions online
affect whatever age you have; consequently, age also affects the purchasing
behavior of a person when it comes to online shopping using a smartphone.
Table 9
Correlation between the level of effectiveness of smartphones
in purchasing online products and services across the respondents'
Sex
df = 0.05

Value Value
1. Mobility 0.088 4 2.776 NS
2. Ease of Use 5.991 4 2.776 S
3. Security 4.764 4 2.776 S
4. Time Utilization 4.267 4 2.776 S
50
Table 9 on the previous page presents the correlation between the level of
the respondents’ sex.
The data on the table indicates that the categories namely, ease of use,
security and time utilization got a computed value of 5.991, 4.764, and 4.267,
respectively. Therefore, it can be seen that these are all significant since the
computed value of each variable is more than the tabular value. Thus, the
researchers rejected the null hypothesis presented in Chapter 1.
However, when it comes to mobility of a smartphone across the
respondents’ sex, it can be observed that it got a computed value of 0.088. As
seen, the computed value is less than the tabular value which makes this
category not significant in relation to the sex of the respondents. Therefore, the
null hypothesis of the researchers is accepted.

51
Table 10
Correlation between the level of effectiveness of smartphones in
purchasing online products and services across the respondents' Civil
Status
df =
0.05

Value Value
1. Mobility 192.649 8 2.306 S
2. Ease of Use 165.858 8 2.306 S
3. Security 143.713 8 2.306 S
Table 10 on the previous page presents the correlation between the level
of the effectiveness of smartphones in purchasing online products and services
across the respondents’ civil status.
It can be seen from the table above that there is a significant relationship
between the mobility, ease of use, security and time utilization across their civil
status since the computed value is more than the tabular value. As we can see
on the table that the mobility, ease of use, security and time utilization got a
computed value of 192.649, 165.858, 143.713, and 176.052, respectively.
It can be concluded that when it comes to mobility, civil status of a person
can affect the level of effectiveness of smartphones in purchasing online
products and services. Based on the random interview conducted by the
researchers, single people prefer using smartphones for online shopping to

52
satisfy their own wants and needs, while married people prefer using it primarily
for communication purposes, followed by online shopping.
Table 11
Correlation between the level of effectiveness of smartphones
in purchasing online products and services across the respondents' Year
df = 0.05

Value Value
1. Mobility 19.696 12 2.179 S
2. Ease of Use 21.555 12 2.179 S
3. Security 17.826 12 2.179 S
Table 11 shows that result of the Chi-Square Test between the level of the
the respondents’ profile in terms of their year.
of use, security, and time utilization got a computed value of 19.696, 21.555,
17.826, 25.049, respectively and all of the categories got a tabular value of
2.179. Therefore, all of the categories are significant across the respondents’
profile in terms of their year since the computed value is more than the tabular
value and the researchers rejected the null hypothesis presented in Chapter 1 of
this study.
53
Table 12
Correlation between the level of effectiveness of smartphones in purchasing
online products and services across the respondents' Monthly Personal Allowances
df = 0.05

Value Value
1. Mobility 202.529 20 2.086 S
2. Ease of Use 241.812 20 2.086 S
3. Security 399.495 20 2.086 S
Table 12 shows that result of the Chi-Square Test between the level of
the effectiveness of smartphones in purchasing online products and services
across the respondents’ profile in terms of their monthly personal allowances.
of use, security, and time utilization got a computed value of 202.529, 241.812,
399.495, and 161.504, respectively and all of the categories got a tabular value
of 2.086. Therefore, all of the categories have significant relationship across the
respondents’ profile in terms of their monthly personal allowances since the
computed value is more than the tabular value and the researchers rejected the
null hypothesis presented in Chapter 1 of this study.

54
Table 13
Correlation between the level of effectiveness of smartphones in purchasing
online products and services across the respondents' Smartphone Brand
df = 0.05

Value Value
1. Mobility 169.788 16 2.12 S
2. Ease of Use 187.836 16 2.12 S
3. Security 439.241 16 2.12 S
Table 13 shows that result of the Chi-Square Test between the level of the
the respondents’ profile in terms of their smartphone brands.
of use, security, and time utilization got a computed value of169.788, 187.836,
439.241, and 227.669, respectively and all of the categories got a tabular value
of 2.120. Therefore, all of the categories have significant relationship across the
respondents’ profile in terms of their smartphone brands since the computed
value is more than the tabular value and the researchers rejected the null
hypothesis presented in Chapter 1 of this study.

55
Chapter 5
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings, conclusions and
recommendations based from the findings undertaken by the researchers from
the study entitled “Effectiveness of Smartphones in Purchasing Online Products
and Services”.
SUMMARY
The purpose of the study is to determine the level of effectiveness of
smartphones in purchasing online products and services. The study involved
three hundred fifty-one (351) respondents who are using smartphones to engage
in online shopping within the vicinity of Urdaneta City University which eventually
the subjects of our study.
The first statement of the problem concentrated on the personal profile of
the respondents in terms of the following attributes: age, sex, civil status, year,
monthly personal allowances, and smartphone brands.
The second statement of the problem dealt with the respondents’ view of
the level of effectiveness of smartphones in purchasing online products and

56
services in terms of the following variable: mobility, ease of use, security and
time utilization.
The third statement of the problem focused and sought to determine if
there is a significant relationship on the level of effectiveness for users of
smartphones in purchasing online products and services that occurs across their
profile variables.
The researchers made use of the descriptive survey method of research
and a validated survey questionnaire as a main data gathering tool.
The frequency count and percentage formula were used as statistical tools
to determine and describe the profile of the respondents. The average weighted
mean and the five-point Likert scale was used to determine the effectiveness of
the smartphones in purchasing online products and services. The Chi- square
was used to determine the significant relationship between the effectiveness of
smartphones in purchasing online products and services across their profile
variables.
Salient Findings
Based on the analysis of the data gathered in the study, the following are
the salient findings:
1. Personal Profile of the Respondents

57
The overall population of the respondents totaled 351. In terms of the
respondents’ profile, majority of them are at the age bracket of 20 – 21
years old with 176 responses or 50.10%; and dominated by females with
213 responses or 60.70%. The researchers also determined that a large
percentage of the respondents with 98.30% or equivalent to 345
responses falls under the single status. In terms of year, most of them
responded that they are still taking up their respective courses in Third
Year College which is evidenced by 185 responses or 52.70%. The
majority of the respondents forming a percentage of 30.80% or 108
responses responded that they have 4,501 – 5, 100 in terms of their
monthly personal allowances and have Samsung brand as their current
phones with a percentage of 39.30% or equivalent to 138 responses.
2. Level of Effectiveness of Smartphones in Purchasing Online Products and
Services
Most of the questions prepared by the researchers regarding the level of
effectiveness of smartphones in purchasing online products and services
regarding its mobility were often effective on the respondents’ perception
with an average weighted mean of 4.38. It simply proves that mobility is
an important attribute that smartphones have which the respondents
believe is often effective in strategizing online products and services for
users.
58
The overall population also responded that the level of the effectiveness
of smartphones in purchasing online products and services regarding its
ease of use is often effective having an average weighted mean of 4.33. It
just implies that respondents believe that smartphones are easy to us
when buying online products and services where you can carry it anytime,
anywhere.
When it comes to security, the respondents perceived that it is also often
effective for users of smartphones in doing transactions online, forming an
average weighted mean of 4.28 from the subjects’ responses. It proves
that respondents really value their security on using smartphones as doing
business online is also risky on their part.
Under the level of effectiveness of smartphones in purchasing online
products and services regarding its time utilization, most of the items
were responded as often effective and it has also the highest average
weighted mean having 4.42. It just means that among the four variables,
time utilization is the most perceived by respondents as often effective
when using smartphones in purchasing products and services online.
3. In the overall result for the significant relationship between the online
selling experiences across their profile variables, it was found that there is
no significant relationship between the age, year and course and start-up
since the computed value is less than the tabular value. The age, year and
59
course and start-up got a computed value of 2.978, 11.948, and 14.181
respectively and 9.488, 15.507, and 21.026 tabular values respectively.
Therefore, the null hypothesis is accepted. Meanwhile, there is significant
relationship between sex and civil status since they got a higher computed
value of 43.088 and 11.215 respectively than tabular value and both of
the categories got of 9.488. Hence, the researchers rejected the null
hypothesis and the alternative hypothesis is accepted.
CONCLUSIONS
Based on the findings of the study, the following conclusions arrived at:
1. The respondents are dominated by females, young adult with an age
bracket of 20 – 21 years old and single, taking-up their respective courses
in third year college.
2. The majority of the respondents have monthly personal allowances of
4,501 to 5, 100 and have Samsung as their brand for smartphones.
3. Most of the respondents answered that the level of effectiveness in
purchasing online products and services as to mobility, ease of use,
security and time utilization are often effectiveness on their own
perception.
4. The online shopping as introduced in today’s generation is undoubtedly
mushrooming in the entire world. Moreover, companies launched their

60
own new and unique ideas of smartphones that can help people with their
transactions every day, making it so easy to buy. Filipinos use
smartphones, not only for chatting, browsing the Internet, sending text
messages and emails, but also for shopping nowadays. Therefore, in this
century, it is very essential to have smartphones that can also help us do
shopping without having a legwork. Lastly, the availability of goods and
services with the click of a mouse is changing the global business setting.
RECOMMENDATIONS
Based on the conclusions of the study, the following recommendations
were offered:
A. For Smartphone Makers
1. They should launch a new operating system for smartphones that
enable online purchasers to tap easily like making more options served
as a default application in their phones.
2. They should add “multi-window” feature that enables online
purchasers to use for comparing two choices, while browsing for
another item.
3. They should evaluate and conduct background check for all the online
shopping sellers via phone, having them filled up questions related to
their character.
61
4. Smartphone facilitators should also discourage dummy accounts for
both online sellers and online purchasers to avoid identity theft and
other issues.
5. They should encourage both online sellers and online purchasers to
report all those malicious transactions, online shopping pages and
online shopping purchasers, and should take into account and do
corrective actions once investigated.
6. Smartphones should also include a wide range of payment options
other than credit cards and debit cards.
7. They should also have customer service representatives or chat
support that online purchasers can contact or can keep in touch with
about the smartphones’ features or about their ordered product online.
8. They should be able to trace all the movements of the ordered product
to avoid delay delivery.
9. Online shopping makes use of Internet or mobile data to browse and
purchase products and services; eventually, it uses a large portion of
battery life. Thus, they should also improve battery saving feature of
smartphones in case online purchasers want extended time without
charging while on phone.

62
10. Further study should be conducted on how smartphones could be
improved for the effectiveness of purchasing online products and
services.
B. For Online Shopping Providers or Sellers
1. They should proofread all their website content as customers are
paying attention and wants to know if the site can be trusted.
2. They should encourage product reviews and comments written for
them as it can contribute to possible customers’ trust.
3. They should use recommendation engines as it is an effective
technique to show the customer that you’re paying attention to what
they might want or need.
4. When speaking to a customer, use the “customer service tone” and be
enthusiastic about what you are selling.
5. They should also offer more contact options as it is very easy to post it
via smartphones.
6. Smartphones should also have “featured recommendation” and
“recently viewed” suggestions for it to be more effective.
7. Smartphones should back up online product recommendations with e-
mails.
8. Smartphones should show highest rated item and keep best-seller
highlighted in product recommendations.

63
9. Smartphones should also use a password manager, and have online
sellers encrypt their online stores to protect a shopper’s personal
information during and after the check-out process.
10. Further study should be conducted on how to make smartphones
more effective for online shopping purchasers and online sellers.

64
BIBLIOGRAPHY
65
A. BOOKS
Blackwell, R.D., Miniard, P.W., and Engel, J.F. (2001), Consumer behaviour
(9th Ed.). Mason, Ohio: South-Wester.
Collan, M. & Tetard, F. (2007). Lazy User Theory of Solution Selection.

Proceedings or the CELDA 2007 Conference. Algarve, Portugal, 7–9,
December, 2007.
Dittmar, H., Beattie, J. and Friese, S. (1995). Gender Identity and Material
Symbols: Objects and Decision Considerations in Impulse
Purchases, Journal of Economic Psychology,16(3):
Franko, O. I. 2011. Smartphone apps for orthopaedic surgeons. Clinical

Orthopaedics and Related Research®, 469(7):
Leo, C., Bennett, R., & Hartel, C. E. (2005). Cross-Cultural Differences in
Consumer Decision-Making Styles. Cross Cultural Management,
12(3),
Ling C., Hwang W. and Salvendy G. (2006). Diversified users’ satisfaction
with advance mobile phone features, Universal Access in the
Information Society, 5(2),
Permana, M. V. 2013. Peningkatan Kepuasan Pelanggan Melalui Kualitas

Produk Dan Kualitas Layanan. Jurnal Dinamika Manajemen. 4 (2):
Prasad, C. and Aryasri, A., (2009), “Determinants of shopper behavior

in e-tailing: An empirical analysis”, Paradigm, vol. 13, no. 1,
Venkatesh, V. and Bala, H. (2008), “Technology Acceptance Model 3

and a Research Agenda on Interventions, Decision Sciences,
39(2),
B. UNPUBLISHED THESES AND DISSERTATION
Sandoval et. al. 2015. “Effectiveness of Online Selling towards UCU

Students of Clothing Apparels”. Unpublished Thesis. Urdaneta City
University.
66
C. JOURNALS AND PERIODICALS
“Key Online shopping trends in the Philippines that retailers are going
to want to know.” Bicol Standard, 02 Dec. 2016, Web, 09 Dec. 2018.
Bomil Suh and Ingoo Han. International Journal of Electronic Commerce,

Volume 7, Number 3, Spring 2003, pp. 135.
Briones C. (2015). “ As more Filipinos shop online, e-commerce

becomes game changer.’, Sun Star Cebu, 10 Jun. 2015, Web, 09 Dec.
2018.
Fenech, T. 2002. “Exploratory Study into Wireless Application Protocol

Shopping.” International Journal of Retail & Distribution Management 30
(10): 482–497.
Gantuanco, Robert (2015), “ As more Filipinos shop online, e-

commerce becomes game changer.’, Sun Star Cebu, 10 Jun. 2015,
Web, 09 Dec. 2018.
Lim, H. and Dubinsky, A.J., (2004), “Consumers’ perceptions of e-

shopping characteristics: An expectancy-value approach”, The
Journal of Services Marketing, vol. 18, no. 6, pp. 500-513.
Shabrin, N., Khandaker S., Kashem, S.B.A., Hie,C.K, and Susila, T. (2017) ,
Factors affecting smartphone purchase decision of generation-y.
The Journal of Contemporary Issue and Business and
Government, 23 (1), 47-65.
Whitmore (1999), “ Intention to Shop Online Amongst MBA student:
Applicability of the Theory of Reasoned Action (TRA)”, Proceeding
International Conference on E-commerce, 2005.
D. INTERNET SOURCES
Amin, S., (2009), Why do so many people shop online?

http://www.articlesbase.com/print/1335596, Articlebase.com
67
Anonymous, (2009), “How to shop online more safely,”

http://www.microsoft.com/
protect/fraud/finances/shopping_us.aspx, Microsoft.com
eMarketer. 2014. Smartphone Users Worldwide Will Total 1.75 Billion in

2014. Available at: http://www.emarketer.com/Article/ Smartphone-
Users-Worldwide-Will-Total175-Billion-2014
Essays, UK. (November 2013). Consumer Motivations for Online

Shopping. Retrieved from
https://www.ukessays.com/dissertation/examples/business/online-
shopping-consumer-motivations-and-investigation-of-future-patterns-in-
the-uk.php?vref=1
Essays, UK. (November 2013). Literature Review on Online Shopping.

Retrieved from https://www.ukessays.com/essays/marketing/literature-
review-of-online-purchase-intention-marketing-essay.php?vref=1
Essays, UK. (November 2013). Research Methodology for Online

Shopping Project. Retrieved from
https://www.ukessays.com/essays/education/research-design-and-
methodology.php?vref=1
Forrester Research. 2012. “EU Mobile Commerce Forecast, 2012 to 2017.”

http://www.forrester. com/ForresterþResearchþ Mobileþ Commerceþ
Forecast þ 2012 þ Toþ 2017 þ EU7/ fulltext/-/E-RES79601
Heinemann, G., and C. Schwarzl. 2010. New Online Retailing: Innovation
and Transformation. 1st ed. Wiesbaden: Gabler.
Holmes, A., A. Byrne, and J. Rowley. 2014. “Mobile Shopping Behaviour:
Insights into Attitudes, Shopping Process Involvement and
Location.” International Journal of Retail & Distribution Management 42
(1): 25–39.
Katawetawaraks, Chayapa and Wang, Cheng, “Online Shopper
Behavior: Influences of Online Shopping Decision (October 25,
2013). Asian Journal of Business Research Vol. 1, Number 2,
2011. Available at SSRN: https://ssrn.com/abstract=2345198
Lim, H. and Dubinsky, A.J., (2004), “Consumers’ perceptions of e-
shopping characteristics: An expectancy-value approach”, The
Journal of Services Marketing, vol. 18, no. 6, pp. 500-513.
68
Mediacells. 2014. Smartphone Explosion in 2014 Will See Ownership in

India Pass US. Available at:
http://www.theguardian.com/technology/2014/jan/13/smartphone-
explosion- 2014-india-us-china-firefoxos-android
Nielsen. 2013. “The Mobile Consumer: A Global Snapshot.”
http://www.nielsen.com/content/dam/ corporate/us/en/reports-
downloads/2013%20Reports/Mobile-Consumer-Report-2013.pdf
Pasadilla, G., and Lacson, A., ”E-commerce in the Philippines: A
preliminary Stocktalking”,Development Research News, Nove. 2006,
Web, 09 Dec. 2018.
https://www.researchgate.net/publication/237293573/_E-
commerce_in_the_Philippines_a_Preliminarly_stocktalking/
Paypal 2018, “Paypal: Social media driving digital payments”,
Perdoso, Kate (2015), “More Filipinos choosing to shop online: study

says.”, Business Inquirer.Net, 09 Dec. 2018.
https://business.inquirer.net/195931/more-filipinos-to-shop-online-study-
says
The Manila Times, 01 May 2018,Web,09 Dec. 2018,

https://www.manilatimes.net/paypal-social-media-driving-digital-payment/
Zanox. 2013. “Mobile Performance Barometer 2012.”

http://blog.zanox.com/en/zanox/tag/mobileperformance-barometer/
69
APPENDICES
70
APPENDIX A
LETTER TO THE PROGRAM HEAD
URDANETA CITY UNIVERSITY

COLLEGE OF ACCOUNTANCY AND BUSINESS ADMINISTRATION
San Vicente West, Urdaneta City, Pangasinan 2428
October 25, 2018
DR. ARLY N. VISPERAS

Program Head, BSBA major in Marketing Management
Urdaneta City University
Sir:
We, the fourth year students of Bachelor of Science in Business Administration major in
Marketing Management of Urdaneta City University, respectfully inform you that we are currently
working on the research entitled “Effectiveness of Smartphones in Purchasing Online
Products and Services”.
Thank you very much and God bless.
Respectfully yours,
(Sgd) ANDREA B. PUNZALAN (Sgd) KIMBERLY MAE E. ZAMBALE

Researcher Researcher
(Sgd) JOHN REY A. VERGARA

Researcher
(Sgd) JENNY ROSE A. OGUITE (Sgd) MARICAR H. LINDA

Noted by:
(Sgd) REMEDIOS A. PALAGANAS, CPA, MBA

Research Adviser
Dean, College of Accountancy and Business Administration
Approved by:
(Sgd) ARLY N. VISPERAS, DBA

Program Head, BSBA major in Marketing Management
71
APPENDIX B
LETTER TO THE RESPONDENTS

October 25, 2018
Dear Respondents:
We, the undersigned fourth year student of Bachelor of Science in Business

Administration major in Marketing Management at Urdaneta City University, are working
on the Marketing Research entitled “Effectiveness of Smartphones in Purchasing
Online Products and Services”, in partial fulfilment of the requirements for the
subject Marketing Research 1.
In connection to this, we are requesting for your full support and cooperation to provide
the necessary data by honestly filling up the attached questionnaire based on what you
had experience in the said business. We promised to keep it confidential.
Thank you and God Bless.
Respectfully yours,


Researcher

Noted by:
(Sgd)ARLY VISPERAS, DBA

Research Coordinator
Marketing Research I, Instructor
(Sgd)REMEDIOS A. PALAGANAS, CPA, MBA

Research Adviser
72
APPENDIX C
LETTER TO THE VALIDATOR

October 25, 2018
MRS. LOLITA L. MANANSALA

Program Head, Bachelor of Science in Office Management
Madam:
We, the undersigned fourth year students of Bachelor of Science in Business Administration major in
Marketing Management at Urdaneta City University, are currently working on the Marketing Research
entitled: “Effectiveness of Smartphones in Purchasing Online Products and Services”.
In view hereof, we would like to respectfully seek your technical expertise in the content validation of the
questionnaire that we constructed. Please feel free to correct the items or to make comments and
suggestions for the improvement of the questionnaire.
Thank you for your favourable response and cooperation.
Respectfully yours,


Researcher

Noted by:


Research Adviser
Approved by:
(Sgd) LOLITA L. MANANSALA, MBA

Associate Dean, Bachelor of Science in Office Management
73
APPENDIX D

December 6, 2018
MR. EDMON M. FERNANDEZ

Instructor, College of accountancy and Business Administration
Sir:
Respectfully yours,


Researcher

Noted by:

Program Head, Bachelor of Science in Business Administration

Research Adviser
Approved by:
(Sgd) EDMON M. FERNANDEZ, MBA

Instructor, College of Accountancy and Business Administration
74
APPENDIX E

October 25, 2018
MR. GEROM B. BANGAYAN

Area Operations Manager, North and Central Luzon
2GO Express, Inc.
BHF Compound, Mayombo District. Dagupan City
Sir:
Respectfully yours,


Researcher
Noted by:


Research Adviser
Approved by:
(Sgd) GEROM B. BANGAYAN

Area Operations Manager, North and Central Luzon
2GO Express, Inc.
75
APPENDIX F
LETTER TO THE STATISTICIAN

October 25, 2018
MR. JOEY H. BARROGA

Administrative Officer/HRMO
Sir:
Marketing Management, are currently working on the Marketing Research entitled: “Effectiveness of
Smartphone in Purchasing Online Products and Services”. In this regard, we would like to request
you professional assistance as the statistician.
Your favorable response on the above request will truly help us in the completion of the research work.
Thank you so much and we highly appreciate your time and effort.
Respectfully yours,


Researcher

Noted by:


Research Adviser
Approved by:
(Sgd) JOEY H. BARROGA, MBA

Administrative Officer/HRMO
76
APPENDIX G
LETTER TO THE CRETIC READER

October 25, 2018
MS. JOCELYN R. MIRANDA

Instructor
Madam:
We, the fourth year students of Bachelor of Science in Business Administration major in Marketing
Management of Urdaneta City University, are currently working on the research entitled “Effectiveness of
Smartphones in Purchasing Online Products and Services”.
In this regards, we would like to request your professional assistance to be the critic reader. Your favourable
assistance will truly help us in the completion of our research.
We deeply appreciate your cooperation and support. Thank you very much and God bless.
Respectfully yours,


Researcher

Noted by:

Marketing Researh 1, Instructor
Program Head, Bachelor of Science in Business Administration

Research Adviser
Approved by:
(Sgd) JOCELYN R. MIRANDA

Instructor
77
APPENDIX H
LETTER TO THE REGISTRARS’ OFFICE

October 25, 2018
MR. JOFIL Z. LOMBOY

University Registrar
Sir:
We, the students of Bachelor of Science in Business Administration major in Marketing Management are
currently working on the Marketing Research entitled “ Effectiveness of Smartphones in Purchasing
Online Products and Services” in partial fulfilments of the requirements for the subject Marketing
Research 1.
In view hereof, we would like to request for a copy of the total number of students enrolled for the school
year 2018-2019 who serve as respondents in the research study. Your positive response to this will surely
help a lot in the completion of the research study. We assure you that the data will be used only for the
research study.
Thank you so much and more power.
Respectfully yours,

Researcher
Noted by:


Research Adviser
Approved by,
(Sgd) JOFIL Z. LOMBOY, MPA

University Registrar
78
APPENDIX I
EVALUATION SHEET ON THE CONTENT
VALIDITY OF THE QUESTIONNAIRE
Directions: Please read each statement in the evaluation sheet and rate each
statement using the rating scale below by making a check (√) mark
on the appropriate column of the evaluation sheet.
Point Value Descriptive Rating Extent of Description
5 Highly Valid(HV) At least 100% of the items are

appropriate and
relevant.
4 Valid (V) At least 80% of the items are
appropriate and relevant.
3 Moderately Valid (MV) At leas
t 60% of the items are
2 Fairly Valid (FV) At least 40% of the items are
1 Not Valid (NV) At least 20% of the items are
Indicators of Validity 5 4 3 2 1
1. Every item is stated clearly.
2. Every item is sufficiently comprehensive.
3. Every item corresponds to the subject matter.
4. Every item shows reasonable range of variation.
5. Every item is consistently to reality.
6. Every item is precise and exact.
7. Every item is correct and accurate.
8. Every item can be applied specifically for the topic.
9. Every item responds to the objectives of the study.
10. Every item is within the ability level of the
respondents.
_______________________________________________
Signature over Printed Name of the Evaluato
79
APPENDIX J
RESULTS OF THE VALIDITY TEST OF QUESTIONNAIRES AS

RATED BY THREE EXPERTS
EXPERTS MEAN
STATEMENT ABOUT THE ITEMS
DISCRIPTIVE
IN THE QUESTIONNAIRE A B C RATING
4.33
1. Every item is stated clearly. 4 4
(Highly Valid)
2. Every item is sufficiently 4.33
4 4
comprehensive. (Highly Valid)
3. Every item corresponds to 3.67
4 4
the subject matter. (Valid)
4. Every item shows reasonable 4.00
5 5
range of variation. (Valid)
5. Every item is consistently to 4.00
5 4
reality. (Valid)
6. Every item is precise and 3.67
4 3
exact. (Valid)
7. Every item is correct and 4.00
4 4
accurate. (Valid)
8. Every item can be applied 4.00
5 5
specifically for the topic. (Valid)
9. Every item responds to the 4.00
5 4
objectives of the study. (Valid)
10. Every item is within the
4.33
ability level of the 5 4
(Highly Valid)
respondents.
4.03
Total Mean (VALID)
Legend:
Point of Value Mean Range Descriptive Equivalent
5 4.20-5.00 Highly Valid
4 3.40-4.19 Valid
3 2.60-3.39 Moderately Valid
2 1.80–2.59 Fairly Valid
1 1.00-1.79 Not Valid
80
APPENDIX K
QUESTIONNAIRES
Effectiveness of Smartphones in Purchasing Online Products and
Services
PART I: Personal Data
Direction: Please provide the needed information by checking the appropriate space
provided that correspondents to your answer.
Name:
(optional) -
_______________________________________________________
Age:
( ) 16-17 ( ) 18-19
( ) 20-21 ( ) 22-23
Sex:
( ) Male ( ) Female
Civil Status:
( ) Single ( ) Widowed/ Widower
( ) Married
Year and Course:
_________________________________________________________.
Monthly Personal Allowances:
( ) 3,000 below ( ) 3,001 – 3,600

( ) 3,601 – 4,500 ( ) 4,501 – 5,100
( ) 5,101 – 6,000 ( ) 6,001-above
81
Smartphone Brand:
( ) iPhone Apple ( ) Samsung
( ) Vivo ( ) Huawei
Other: __________________________________.
PART II: Effectiveness of Smartphones in Purchasing Online Products
and Services in UCU Students
Direction: Please check (/) the scale of the following level of effectiveness in the
appropriate statement given below.
Scale Descriptive Equivalent
5 Highly Effective
4 Often Effective
3 Effective
2 Slightly Effective
1 Not at all Effective

82
MOBILITY 5 4 3 2 1
1. I prefer smartphone in purchasing online products and services
than tablets and PC’s.
2. Smartphone is a pocket size computer that you can carry and
use it anywhere.
3. Using smartphone it easy to use in the web store design online.
4. Using smartphone it scans and directs me to the product from
QR codes and Bar Codes.
5. Smartphones provides new information in new products.
EASE OF USE
1. Using smartphone gives me greater control in choosing the
products and services.
2. It’s easy for me to remember how to perform task in buying
online using smartphone.
3. Smartphone allows me to trace the movement of the ordered
product.
4. Navigating different pages becomes so easy with my
smartphone.
5. Multi-tasking offered by smartphone is very essential on online
shopping.
SECURITY
1. Using smartphone in online shopping is as secured as
traditional shopping.
2. Using smartphone requires me authentication passwords and
passcodes in purchasing online products.
3. Smartphone offers biometrics security to secure online mode of
payments.
4. Using smartphone it encrypts profile information to avoid
identity theft.
5. Smartphone has up to date or latest known mobile security
vulnerabilities with its OS (Operating System).
TIME UTILIZATION
1. It saves me time in online shopping without having a legwork.
2. Online shopping with smartphone avoids queues and
temptations of unnecessary purchases.
3. Online shopping offers door to door delivery.
4. Online shopping using smartphone provides products prices
and products choices.
5. Payment online is offered by smartphones.
83
DOCUMENTATIONS
84
The researchers together with the students who are purchasing online
products and services through their mobile devices, the pictures were taken
at Urdaneta City University, Urdaneta City.
85
86
APPENDIX L
OFFICIAL RECEIPT FOR PANEL FEE

87
APPENDIX M
ENDORSEMENT/DEFENSE SCHEDULE FORM

88
APPENDIX N
FINAL RATING ON ORAL DEFENSE

89
CURRICULUM VITAE
90
CURRICULUM VITAE
A. Personal Data:
Name: Maricar H. Linda
Age: 20 years old
Date of Birth: August 3, 1998
Place of Birth: San Fabian, Pangasinan
Address: Ambalangan Dalin, San Fabian, Pangasinan
Contact Number: 09274960162
Email Address: Carhherlaban@yahoo.com
Name of Father: Mr. Henry O. Linda
Name of Mother: Mrs. Maritess H. Linda
B. Educational Attainment:
Primary: Ambalangan Dalin Elementary School

San Fabian, Pangasinan
2006-2011
Secondary: Ambalangan Dalin National High School

San Fabian, Pangasinan
2011-2015
Tertiary: Urdaneta City University

San Vicente West Urdaneta City, Pangasinan
2015- present
Course: Bachelor of Science in Business Administration

major in Marketing Management
91
CURRICULUM VITAE
A. Personal Data:
Name: Jenny Rose A. Oguite
Age: 19 years old
Date of Birth: July 23, 1999
Place of Birth: Vintar, District Hospital, Ilocos Norte
Address: Asingan, Pangasinan
Email Address: jrose13@yahoo.com
Name of Father: Mr. Renato A. Oguite
Name of Mother: Mrs. Jonalyn A. Oguite
Primary: Domanpot Community School

Domanpot Asingan, Pangasinan
2006-2011
Secondary: Luciano Milan National high School

Asingan, Pangasinan
2011-2015

2015- present

92
CURRICULUM VITAE
A. Personal Data:
Name: Andre B. Punzalan
Age: 23 years old
Date of Birth: November 30, 1995
Place of Birth: General Tinio, Nueva Ecija
Address: Anonas Urdaneta City, Pangasinan
Email Address: punzalandheaaa@gmail.com
Name of Father: Mr. Teodoro V. Punzalan
Name of Mother: Mrs. Yolanda B. Punzalan
Primary: Padolina Elementary School

Padolina General Tinio, Nueve Ecija
2002-2008
Secondary: General Tinio National High School

Pulong Matong General Tinio, Nueva Ecija
2008-2012

2015- present

93
CURRICULUM VITAE
A. Personal Data:
Name: John Rey A. Vergara
Age: 20 years old
Date of Birth: August 21, 1998
Place of Birth: Sison, Pangasinan
Address: Gorgordion Bila, Sison, Pangasinan
Email Address: vergarajohnrey21@gmail.com
Name of Father: Mr. Rogin S. Vergara
Name of Mother: Mrs. Yolanda A. Vergara
Primary: Gorgordion Elementary School

Gorgordion Bila, Sison, Pangasinan
2004-2010
Secondary: Alejandro F. Oligan National High School

Asan Sur, Sison, Pangasinan
2010-2014

2014- present

94
CURRICULUM VITAE
A. Personal Data:
Name: Kimberly Mae E. Zambale
Age: 21 years old
Date of Birth: October 6, 1997
Place of Birth: Sison, Pangasinan
Address: Poblacion Norte, Sison, Pangasinan
Email Address: zambale_kimberly@yahoo.com
Name of Father: Mr. Rey G. Zambale
Name of Mother: Mrs. Vilma E. Zambale
Primary: Sison Central Integrated School

Sison, Pangasinan
2004-2010
Secondary: Sison Central Integrated School

Sison, Pangasinan
2010-2014

2015- present


Final Content

Uploaded by

Document Informationclick to expand document information

Document Informationclick to expand document information

Copyright:

Available Formats

Final Content

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final Content

Uploaded by

Copyright:

Available Formats

Chapter 1

Background of the Study

Purchasing online products is increasingly popular because of speed and

consumers are becoming more comfortable finalizing transactions on their

With the rapid global growth of electronic commerce (e-commerce)

business are attempting to gain competitive advantage by using the platform to

interact with the customers (Demangeot and Broderick, 2004).

Online shopping is a modern mode of purchasing goods and services

product to the consumer (Venkatesh and Bala, 2008).

Smartphones are very popular among the young generation, the

‘Generation-Y’ or the so called millenials who are technologicaly oriented. They

to Blackwell et al. (2001), whatever is in the customers’ mind signifies intention

have different tastes and preferences. The behaviour of consumers in purchasing

one depends on features characteristics, brand name, price, quality, ability to

provide recreation and their level of innovation awareness. Their decision is a

combination of choices as well as impulsiveness (Leo et al., 2005). For them, it is

and compatibility with systems used in accessing software that facilitates

programs purchasing online products and services.

Smartphones are efficiently designed with wireless connectivity, built-in

web browser, software, full programmability, file management system, multi-

media presentation and capture, high-resolution displays, large internal of

storage, location as well as movement sensor. Based on previous research, there

are five design characteristics of mobile phone preferred by consumers such as

camera, color screen, voice-activated dialing, internet browsing and wireless

connectivity (Ling et al., 2006). Based the research conducted by similar

researchers, indicates that the respondents, mostly comprised of college

students, purchases mobile phone more because of programming capabilities,

convenience, and wireless connectivity to purchase online products and services.

E-commerce continues to thrive in the Philippines with six out of ten

sharing online deals (Lucas, 2012). With the increasing acceptance of e-

technological advancements, the shopping habits of Filipinos are continuously

According to an article posted by Infographic on the internet in 2016,

communication, entertainment, or productivity making the Philippines the third

communication services. Majority of Filipinos uses Android at eighty-one percent

to the adaptability of cheaper phones.

Moreover, E-Commerce in the Philippines is thriving especially now with

availability of friendly payment system. However, a big number of Filipino online

According to the recent market study of TNS, a global customized research

message and photos, but also “internet-on-the-go” (Xinhua, 2014).

purpose of this research is to find out the effectiveness of smartphones in

purchasing online products and services.

Statement of the Problem

This research aims to determine the effectiveness of smartphone in

Specifically, it seeks to answer of the following questions:

1. What is the personal profile of the respondents in terms of;

1.3 civil status;

1.5 monthly personal allowance; and

1.6 smartphone brand?

2. What is the level of effectiveness of smartphones in purchasing online

products and services in terms of:

2.2 ease of use;

2.3 security; and

2.4 time utilization?

3. Is there a significant relationship on the level of effectiveness for users of

smartphones in purchasing online products and services that occurs between

The hypothesis of the study will be tested at 0.05, level of significance

effectiveness of smartphones in purchasing online products and services across