Factors Affecting the Online Buying Behavior of the College of Business Education

Students Towards Determining Online Business Best Practices

Afalla, Jessica F.
Ambatali, Aldrine Faye M.
Corpuz, Jenny Rose D.
Lugtu, Mellyn M.
Medios, Nicole Joy

A Thesis Submitted to the faculty of the College of Business Education

in Partial Fulfillment of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Financial Management

NUEVA VIZCAYA STATE UNIVERSITY

Bayombong, Nueva Vizcaya

2023
 QUALITY FORM FR-INS-
THESIS TAS No.:
APPROVAL SHEET ___________________

The thesis entitled: Factors Affecting the Online Buying Behavior of the College of
Business Education Students toward Determining Online Business Best Practices,
prepared and submitted by Jessica F. Afalla, Aldrine Faye M. Ambatali, Jenny Rose D.
Corpuz, Mellyn M. Lugtu, and Nicole Joy Medios in partial fulfillment of the requirements
for the degree Bachelor of Science in Business Administration major in Financial
Management is hereby recommended for acceptance.

CHERRIE PRELLE D. PASCUAL

Adviser
______________________
Date

RENALEE V. VALENZUELA KATRINE ANGELA A. TUCAY

Panel Member Panel Member
______________________ ______________________
Date Date

DOLORES B. GALVEZ
Research Critic
______________________
Date

MERCEDES B. PUMIHIC
Department Chair, Finance, and Accountancy
______________________
Date

Accepted and approved in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration major in Financial Management.

DOLORES B. GALVEZ
Dean
______________________
Date

Research Contribution No.: _____ RAMON P. BANGAO, JR

Date: _______________________ Research MIS Coordinator
 iii

Acknowledgement

The success of this endeavor would not have been possible without the participation

and assistance of some individuals.

This humble work of literature undoubtedly experienced hardships and difficulties

as a result of inescapable circumstances. However, guidance, encouragement, and

inspiration of some special individuals emerged in endless and infinite ways and proved

significant and valuable in the realization of this craft. Their contributions are sincerely

appreciated and gratefully acknowledged. Furthermore, the researchers would like to

extend their utmost acknowledgment to the following contributors:

The NUEVA VIZCAYA STATE UNIVERSITY, for being their second home.

For molding them academically for about four years. For continuously soaring high to

realize its vision and mission of serving the people of Nueva Vizcaya and the adjacent

province with excellence and integrity;

Cherrie Prelle D. Pascual, MBA, the researcher’s adviser, for the brilliant advice.

Her insights have been instrumental in shaping the direction and scope of this study. Her

encouragement and cheerful upkeep made this humble and noble stint possible.

The research panelists, Katrine Angela A. Tucay, MBA, and Renalee V.

Valenzuela, PhD., and the research critique Dolores B. Galvez, PhD., for their valuable

feedback and constructive criticism, which helped the researchers refine and improve the

quality of this study.

The College of Business Education Students, the respondents, were approachable

and cooperative. For sharing their valuable time and knowledge during the data gathering.
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To the researchers’ loving parents, guardians, and siblings, who have been their

inspiration in conducting this study. For their unfailing support, both financially and

emotionally. For their moral encouragement and wide understanding during the completion

of this study.

Above all, the researchers are truly grateful for the unconditional and endless love,

mercy, and grace of the Almighty God. He has given them courage and strength

throughout the challenging moments of completing this thesis study

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Dedication

This humble piece of endeavor, the fruit of countless and arduous sacrifices, is

wholeheartedly dedicated to the people who have been the source of inspiration for the

researchers.

To their parents, guardians, and siblings, who never get tired of supporting them

throughout this journey.

The researchers are also dedicating this endeavor to the member of the panel,

research critique, and to their dearest adviser, Miss Cherrie Prelle D. Pascual, MBA.

Above all, to the God Almighty, who showered them His blessings in their

everyday lives, especially for the strength, courage, patience, wisdom, time, and guidance

in the realization of this work.

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Abstract
The study was conducted at the College of Business Education, involving 200 randomly

selected students in the first semester of AY 2022-2023. The objective was to understand

the buying behavior of CBE students toward online shopping and the factors that affect

their shopping habits. The specific objectives included determining the demographic

profile of respondents, their online purchase habits and payment methods, identifying

motivational factors, assessing satisfaction levels, identifying problems encountered,

determining the relationship between demographic profile and motivating factors,

assessing satisfaction levels, identifying problems encountered, and recommending

measures to efficiently and effectively deliver online shopping services. A structured

questionnaire was developed and administered to students, and data was analyzed using

descriptive the data were analyzed using descriptive (frequency counts, percentages,

means) and inferential statistics using a correlation procedure. The study found that online

shoppers, primarily females, were the main demographic, with 68.50% buying basic needs

such as goods, clothing, and apparel. The majority of respondents used cash on delivery as

their payment method. The satisfaction level was high, with customers highly satisfied with

the prices of products. However, most experienced rude delivery personnel. The

demographic profile significantly influenced their satisfaction with online shopping, with

a positive correlation between it and ease of payment options. To improve their online

shopping experience, consumers should carefully read product descriptions and reviews

before making a purchase decision.

Keywords: consumer, customer satisfaction, motivating factors, online shopping

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Table of Contents

Title page..................................................................................................... i
Approval sheet ............................................................................................ ii
Acknowledgement ....................................................................................... iii
Dedication ................................................................................................... v
Abstract ....................................................................................................... vi
Table of Contents ........................................................................................ vii
List of Table ................................................................................................ x
List of Figure .............................................................................................. xi

Chapter I Introduction ............................................................................... 1

Background of Study .................................................................................... 1
Research Questions ...................................................................................... 4
Objectives of the Study ................................................................................. 6
Significance of Study.................................................................................... 7
Scope and Limitations of Study .................................................................... 9
Conceptual Framework ................................................................................. 10
Operational Framework ................................................................................ 13
Operational Definition of Terms ................................................................... 14

Chapter II Review of Related Literature and Study ................................. 16

Demographic Profile..................................................................................... 16
Profile of the Respondents ............................................................................ 17
Motivating Factors of the Respondents ......................................................... 20
Satisfaction Level of the Respondents ........................................................... 22
Problems encountered in online shopping ..................................................... 23

Chapter III Methodology ........................................................................... 27

Research Design ........................................................................................... 27
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Research Method .......................................................................................... 27

Research Environment .................................................................................. 27
Respondents of Study ................................................................................... 28
Research Instruments .................................................................................... 30
Statistical Treatment of Data......................................................................... 31

Chapter IV Results and Discussion ............................................................ 33

Demographic Profile of the Respondents ...................................................... 33
Personal Profile of the Respondents .............................................................. 33
Motivating Factors that Lead Consumers to Buy Online ............................... 35
Consumer’s Satisfaction Toward Online Shopping ....................................... 37
Problems Encountered on Shopping Online .................................................. 38
Relationship Between Demographic Profile of the Respondents
and Motivating Factors Toward Online Shopping ......................................... 40
Relationship between the demographic profile of the respondents
and their satisfaction level toward online shopping ....................................... 42
Relationship between the demographic profile of the respondents
and problems encountered in online shopping ............................................... 44
Relationship between the personal profile of the respondents
and motivating factors to buy online ............................................................. 46
Relationship between the personal profile of Respondent
and customer satisfaction toward online shopping......................................... 47
Relationship between the personal profile of the respondents
and problems encountered ............................................................................ 49

Chapter V Summary, Conclusion, and Recommendation ........................ 51

Summary ...................................................................................................... 51
Conclusion ................................................................................................... 53
Recommendation .......................................................................................... 54
 ix

References ................................................................................................... 55

Appendices .................................................................................................. 58
Appendix A. Cover Letter............................................................................. 58
Appendix B. Questionnaire ........................................................................... 59
Appendix C. Request for Statistician ............................................................ 63
Appendix D. Request for English Critique .................................................... 64
Appendix E. Photo Presentation.................................................................... 65
Appendix F. Curriculum Vitae ...................................................................... 71
 Chapter I
Introduction

Background of the Study

Online shopping as defined by Solis (2023) is the process of buying goods and

services from merchants over the Internet. Since the emergence of the World Wide Web,

merchants have sought to sell their products to people who spend time online. Shoppers

can visit web stores from the comfort of their homes and shop as they sit in front of the

computer.

Since several technologies are becoming more advanced, the internet or online

shopping is becoming a thing. A report from the U.S. Census Bureau found that in the first

quarter of 2022, an estimated $250 billion was spent on retail e-commerce sales. In the

second quarter of 2011, for comparison, retail e-commerce sales were $47.5 billion. We

cannot deny the fact that online shopping is more popular today than ever before.

Most people rely upon the accessibility of the internet which is an obvious

phenomenon that is happening in the world nowadays. Because of the increasing use of the

Internet, the Philippines provided an emerging opportunity for online shopping. Online

shopping has encountered rapid development during recent years because of its many

advantages for both the consumers and the sellers, such as convenience for the consumers,

saving their time and effort rather than being dependent on store visits, increasing market

area for the sellers and there are a wide range variety of products to choose from. Because

of these advantages, an ever-increasing number of individuals say that they chose online

shopping rather than physical shopping nowadays.

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Morah (2021) explained how online shopping works. According to her online

shopping starts by searching for a product which can be done by visiting a store’s website

or any store that has the particular item that shoppers are looking for. She also explained

that on major retail websites, companies will have pictures, descriptions, and prices. If a

company or individual does not have the means to create a website, some sites

like Amazon and Etsy make it possible for them to display products or build their online

stores for a monthly fee. She also said that most stores have also placed virtual customer

service centers on their websites, so customers can either call, email or chat with a live

customer service representative if they have questions. Furthermore, she explains that

after selecting a product, the webpage usually has a "checkout" option. When checking

out, shoppers are often given a list of shipping and payment options. Shipping options

include standard, expedited, or overnight shipping. Depending on the shipping company

and the shopper’s location, standard shipping usually takes seven to 21 business days, and

expedited shipping can take anywhere from two to six business days. She also mentioned

the various payment options available, like e-checks, credit cards, and payment vendors

or payment processing companies, such as PayPal.

Buying and selling online can be very convenient and fun. With a single click, online

shopping can give us the freedom to choose from a multitude of sellers under one roof. It

also offers a variety of payment options for customers. Indeed, online shopping can make

our lives easier. However, there are also risks associated with online shopping.

It is also good to note that consumers’ experience towards online shopping has never

been fine all the time, as some have negative feedback and have expressed their

dissatisfaction and disappointment. Hence, a big factor in the decision–making process of

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consumers is the kind of experience they have had in online shopping in which repeat

buying or brand switching could happen upon their next purchase. Indeed, the feedback of

consumers towards online shopping has also reflected the type of buying behavior they are

living.

As consumers progressively shift their shopping habits to online platforms, their

buying and consuming behaviors have also been changing. (The consumers’ behavior

towards online shopping refers to their psychological state when buying over the Internet).

Their choice of shopping applications for instance has been influenced by various factors

such as the promotional tools employed by the online shopping application companies, the

quality of products offered, and the type of service provided by their logistics partners.

Consumers have also the tendency to show different buying behavior depending on the

number of products to be purchased along with their perceived quality.

According to the study conducted by Dr. Fermin G. Castillo Jr., entitled, “Consumer

Buying Behavior: The Multicultural Influence in the Philippines”, understanding Filipino

consumer buying behavior as they behave in the marketplace is very important nowadays,

especially for marketing research. This behavior is evolving into worldwide standards in

terms of product appeal and acceptance. Filipinos are known for their unique characteristics

that can only be patent to Filipino consumers as they search for products they need and

want. Some of the practices, however, can be seen among neighbor Asians as they have a

commonality in terms of buying habits and attitudes.

Various studies have been conducted to describe the buying behavior of online

shoppers which aimed to contribute to the betterment of the services provided by

companies that engage in online selling platforms. These studies have also recognized the
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huge impact of consumer behavior in dictating the tempo of online selling businesses.

According to DJ Team (2020), the sellers should know how customers behave regarding

the products that customers want to buy for the sellers to effectively attract customers to

shop. Understanding how customers purchase a business's services and products will help

the business grow into a larger business. So, it simply means that consumer behavior helps

sellers/business owners to decide the goods and services to produce and sell to customers.

Sellers need quickly spot what has not yet been met because they know what the customers

want and how they go about purchasing those goods.

This research endeavor attempts to contribute additional knowledge to the growing

literature on buying behavior of online shoppers at Nueva Vizcaya State University,

particularly in the College of Business Education. This study has described the

demographic profile of the respondents, their profile, and the factors that have been

motivating them to purchase online. The perceived level of satisfaction among the

consumer respondents along with the problems they encountered with online shopping was

also highlighted in this study.

Research Questions

Online shopping is one of the widely and most commonly used mediums for

convenient shopping. There is no denying that the increasing use of the internet by end

consumers has presented numerous challenges in the field of marketing research, and more

specifically in the field of consumer behavior Pomirleanu et al., (2013) as evidenced by a

growing number of studies Cummins et al., (2014).

Understanding the psychology behind online shopping behavior is key to

competing in today's markets which are characterized by ever-increasing competition and

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globalization. In an online context, consumer responses are no longer dependent on the

physical environment while at the same time, entirely new factors come into play.

Therefore, this study is being conducted to find out the factors that affect the online buying

behavior of the students of the Nueva Vizcaya State University (NVSU), particularly in the

College of Business Education (CBE) toward determining online buying best practices.

Specifically, it seeks to answer the following;

1) What is the demographic profile of the respondents in terms of sex?

2) What is the profile of the respondents in terms of the item purchased online and mode

of payment?

3) What are the motivating factors that affect CBE students to shop online?

4) What is the satisfaction level of the CBE students towards online shopping?

5) What are the problems encountered by CBE students in online shopping?

6) Is there a significant relationship between the demographic profile and the motivating

factors of the respondents toward online shopping?

7) Is there a significant relationship between the demographic profile and the satisfaction

level of the respondents toward online shopping?

8) Is there a significant relationship between the demographic profile and the problems

encountered by the respondents toward online shopping?

9) Is there a significant relationship between the profile and the respondents and the

motivating factors of the respondents towards online shopping?

10) Is there a significant relationship between the profile and the respondents and the

satisfaction level of the respondents towards online shopping?

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11) Is there a significant relationship between the profile and the respondents and the

problems encountered by the respondents towards online shopping?

Objectives of the Study

The purpose of this study is to understand the buying behavior of CBE students

toward online shopping and the factors that affect the students to shop online to be able to

determine online buying best practices. Specifically, it aims to determine the following:

1. Demographic Profile of the respondents:

1.1 Sex

2. Profile of the respondents in terms of the following variable:

1.2 Item purchase online

1.3 Mode of payment

3. The motivational factors that lead the respondents to buy online in terms of the

following;

 Convenience  Reasonable price

 Wide variety of brands and  No. of payment options

products available

 Product presentation (photos,  Shipping period

description, and reviews)

 Advertisement  Free/ discounted shipping cost

 More sales and Discount  Shop rating/ legitimacy

4. The students’ satisfaction level with online shopping, in terms of the following;
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 Price of the Product sold  Quick checkout process

 Quality of the product  Ease of payment options

received

 Quality of packaging  The truthfulness of the

information provided about the

products

 Service of delivery  Responsiveness and

personnel courteousness of the seller

 Delivery time of logistic  Shopping application used

provider

5. The problems encountered by the respondents in online shopping in terms of the

following;
 Delay in delivery  Lack of security

 Rude delivery personnel  Return policy problems

 Product usually arrives in  Fluctuation in price

damaged condition

 Wrong product and quality  No assurance in terms of warranties

issue

 Expectation vs. Reality  Poor customer service

6. To determine if there is a significant relationship between the demographic profile of

the respondents to the motivating factors toward online shopping.

7. To determine if there is a significant relationship between the demographic profile of

the respondents to their satisfaction level toward online shopping.

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8. To determine if there is a significant relationship between the demographic profile of

the respondents to the problems encountered in online shopping.

9. Recommend measures to efficiently and effectively deliver the service of online

shopping.

Significance of the Study

The benefits of studying consumer behavior have a significant bearing on

marketing and public relations decisions. Studies focusing on consumer behavior yield

important information and insight into what consumers are thinking Legaspi, A., (2018).

With these insights, marketing, and public relations firms may enhance their

particular marketing campaigns to successfully connect with consumers. This study will

not only help to understand the past but even predict the future.

The result of this study will be a great help to the following beneficiaries:

E-commerce. This study endeavor attempts to contribute additional knowledge to the

growing literature on buying behavior of online shoppers in the Philippines. And to

contribute to the betterment of the services provided by companies that engage in online

selling platforms.

Online Marketeers. They will be benefited because they are obligated in terms of online

buying and online consumers. Marketeers should know the products and services that they

can offer to meet the satisfaction of a buyer.

Online Marketers. Marketers should also know the factors or the things they need to make

people pursue their products and/or services. It will be very beneficial for online marketers

to use this study for them to have better knowledge regarding the behavior of their potential

customers.
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Online Seller. Online sellers will be benefited using knowing the factors that affect the

consumer's buying behavior towards online shopping, online sellers may come up with the

idea of improving their services, to maintain their existing customers. This will help them

to drive more sales, increase their revenue and improve their profitability.

Entrepreneurs. This study will benefit entrepreneurs who are planning to start an online

business as they will have an idea of how consumers behave online.

Aspiring Online Seller. This study will benefit the researchers by having additional

knowledge about the buying behavior of the customers and later will serve as their

reference for their future Business.

Business Administration Students. This study will help Business Administration students

as it will give them an idea of how online can help them build their businesses, be self-

employed, and later would probably hire employees even at the sanctuary of their homes

thus adding an impact to society and the economy through job creation and innovation.

Researchers. This study will help us build our credibility. It allows us to learn something

new and help us improve our problem-solving skills and decision-making skills.

Scope and Limitations of the Study

The scope of this study is to determine the demographic profile of the respondents

in terms of sex and the personal profile of the respondents in terms of items purchased

online, and the mode of payment. Also, to find out the factors that affect the online buying

behavior of NVSU-CBE students. Many factors affect online consumers’ buying behavior

but this study selected only the main factors which are the; Motivating factors, Satisfaction

level, and Problems Encounter that will influence consumers’ online buying behavior.
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This study was conducted at the College of Business Education of the Nueva

Vizcaya State University- Bayombong Campus where the respondents were enrolled for

the first semester of the academic year 2022-2023.

Conceptual Framework

Figure 1

Conceptual Framework adopted from (Quijano, et.al., 2021)

Independent Variable

Demographic
Profile of the
Respondents Motivating Factors
towards Online Dependent Variable
Shopping
Personal Profile of
the Respondents
Satisfaction Level
Online Buying
Towards Online Behavior of
Shopping CBE Students

Problems
Encountered in
Online Shopping

There are five broad categories that affect the online buying behavior of

customers.

Demographic Profile

A demographic profile is a business tool that identifies several characteristics

when companies attempt to define a market segment. Common characteristics in the profile

include age, sex, income, household size, and education Vitez, (2022). This study used

sex only as the demographic profile of the respondents. Sex denotes biological

differences in being male or female.

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Personal Profile of the Respondents

Item Purchase Online. This refers to the products that a customer bought online such as

electronic equipment, school supplies, basic needs, and health and beauty products.

Consumers can buy a huge variety of items from online stores, and just about anything can

be purchased from companies that provide their products online. Books, clothing,

household appliances, toys, hardware, software, and health insurance are just some of the

hundreds of products consumers can buy from an online store Solis, (2023).

Mode of Payment. This is an element in every retail transaction such as cash, checks, debit,

credit, mobile payments, and electronic bank transfers. An article written by GoCardless.com

(2022) explained that a mode of payment is the way that consumers choose to pay for their

purchases. Modes of payment may refer to transactions taking place in a physical location

like a store or market stall, online via your e-commerce site, or over social channels like

Instagram. According to Newman, (2016), Payment options for customers are now faster

and safer than ever before and customers expect to have a choice in this matter. Not offering

varying payment options for customers could lead to decreased sales and damage the

reputation of your company – your company would appear redundant, rigid, and unwilling

to accommodate customer expectations. Providing different payment options for customers

is beneficial for the business – given the ease of payment, customers are more likely to pay

faster and sooner than if they had limited options.

Motivating Factors Towards Online Shopping. It is a set of needs that explain the behavior

of a customer such as convenience, a wide variety of brands and products, product

presentation, advertisement, sales and discounts, reasonable price payment options

available, shipping period, shop rating or legitimacy, and free/discounted shipping cost.
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Satisfaction Level Toward Online Shopping. This is the perceived level of pleasure and

contentment of customers in shopping online which includes the price of the product sold,

quality of the product, quality of the packaging, service of delivery personnel, delivery time

of the logistics provider, quick checkout process, ease of payment options, the truthfulness

of the information provided about the products, responsiveness, and courteousness of the

seller, and shopping application used.

The performance of a business depends on Customer satisfaction. Customer

Satisfaction is used to measure how much a customer is happy with any product, its quality,

and its overall experience. It reflects whether the customer is happy to engage with any

business or not. It is also an important aspect to measure the success of a business. Oliver

defined satisfaction as the consumer’s fulfillment response. It is a judgment that a product

or service feature or the product or service itself provides a pleasurable level of

consumption-related fulfillment.

Problems Encountered in Online Shopping. Online shopping can make our lives easier.

However, there are always problems that cannot be avoided such as delays in delivery, rude

delivery personnel, damaged products due to shipment, wrong product and quality issues,

lack of security, return policy problems, and so on.

Based on an article written by Darji, (2018) product quality is the most common problem

faced by customers in online shopping. With most e-commerce websites acting as

aggregators for sellers to sell their products, more fraudulent sellers are registering on these

websites and selling low-quality or faux products in the name of original and branded

products. Sub-par products are sold by these sellers to fool customers and increase their
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sales thus increasing problems of online shopping. That is why consumers need to be more

cautious when shopping online.

Operational Framework

Figure 2

Operational Framework for Factors Affecting the Online Buying The behavior of the CBE Students. Adopted

from Quijano et al., 2021

Independent Variable

Motivating Factors
Demographic Ho1 towards Online Dependent Variable
Ho7
Profile of the Shopping
Ho4
Respondents Ho2
Satisfaction Level
Ho8 Online Buying
Ho3
Towards Online Behavior of
Personal Profile of Ho5 Shopping CBE Students
the Respondents
Problems Ho9
Ho6 Encountered in
Online Shopping

H01 – There is no significant relationship between the demographic profile of the

respondents and the motivating factors toward online shopping.

H02 – There is no significant relationship between the demographic profile of the

respondents and their satisfaction level toward online shopping.

H03 – There is no significant relationship between the demographic profile and the

problems they have encountered toward online shopping.

H04 – There is no significant relationship between the personal profile of the respondents

and their motivating factors towards online shopping.

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H05 – There is no significant relationship between the personal profile of the respondents

and their satisfaction level toward online shopping.

H06 – There is no significant relationship between the personal profile of the respondents

and the problems they have encountered toward online shopping.

H07 - There is no significant relationship between the motivating factors toward online

shopping and the online buying behavior of the CBE students.

H08 - There is no significant relationship between the satisfaction level towards online

shopping and the online buying behavior of the CBE students.

H09 - There is no significant relationship between the problems encountered toward online

shopping and the online buying behavior of the CBE students.

Operational Definition of Terms

College of Business Education Students. Students from the Nueva Vizcaya State

University Under the College of Business Education who are Enrolled in the first semester

of the academic year 2023-2024.

Convenient Non- Probability Sampling. This sampling method involves non-random

selection based on the convenience of other criteria, allowing the researchers to easily

collect data.

Demographic Profile. A business tool that identifies several characteristics when

companies attempt to define a market segment. Common characteristics in the profile

include age, sex, income, household size, and education.

Descriptive Method. Used to describe the profile of the respondents as well as the

discussion on the major components of the program implementation.

 15

Inferential Method. Used to draw and answer conclusions in this study.

Item Purchased Online. Pertaining to the products that a customer bought online such as

electronic equipment, school supplies, basic needs, and health and beauty products.

Likert Scale. Commonly used to measure attitudes, knowledge, perception, values, and

behavioral changes.

Mode of Payment. This is an element in every retail transaction such as cash, checks, debit,

credit, mobile payments, and electronic bank transfers.

Motivational Factors in Online Shopping. It is a set of needs that explain the behavior of

a customer such as convenience, a wide variety of brands and products, product

presentation, advertisement, sales and discounts, reasonable price payment options

available, shipping period, shop rating or legitimacy, and free/discounted shipping cost.

Online Business. Any form of business that happens over the internet.

Online Business Best Practices. Refers to the best actions that can be done in online

business to attract more customers.

Online Buying. The process of buying goods and services from merchants over the

Internet.

Online Buying Behavior. Refers to the psychological state when buying over the internet.

Personal Profile of the Respondents. Basic information of the respondents which include

item purchased online and mode of payment.

Problems Encountered in Online Shopping. The challenges that a customer faced when

shopping online.

Quantitative Research. Relies on the collection and analysis of numerical data to describe,

explain, predict, and control variables and phenomena of interest.

 16

Satisfaction Level Toward Online Shopping. This is the perceived level of pleasure and

contentment of customers in shopping online.

Sex. Denotes biological differences in being male or female.

Slovin’s Scale. Used to calculate the sample size (n) given the population size (N)

and a margin of error (e).

 Chapter II

Review of Related Literature and Study

This chapter presents the relevant literature and studies that the researchers

considered in strengthening the importance of the present study. It also presents the

synthesis of the art to fully understand the research for better comprehension of the study.

Demographic Profile

Consumer demographics are an important factor in an online shopping

environment. Therefore, this study will also explore demographic factors and will try to

know who online consumers are in terms of demographic profile.

Nagra & Gopa, (2013) found in a study that gender, age, and income had a

significant impact on consumers’ online shopping behavior while profession had not a

significant impact. Previous studies have shown that people of different ages with different

income categories had different attitudes toward online shopping Richa, (2012).

According to Kemp & Moey (2019), goods that fall under the fashion and beauty

category are the top goods spent by consumers online on an annual basis. While the number

of purchases of other classifications of goods increases by only about 22 percent each year,

fashion and beauty products project a 20 percent higher annual growth. This is then

followed by the products under the food and personal care category which projected a 29

percent increase in the number of purchases in 2019.

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A survey conducted by Global Web shows that 48% of Filipinos plan to do more

online shopping after the pandemic is over. Whereas during the pre-COVID era, fashion

apparel, sporting goods, and footwear were the best sellers at 54%, 18%, and 10% of the

sales mix respectively, a new category emerged in the post-COVID era. Nowadays,

essentials that include personal protective equipment, sanitary goods, and groceries have

emerged as brisk sellers. In just four months, essentials now comprise 6% of Zalora’s sales

mix. This is why the country’s biggest internet merchant is adding more food and grocery

items to its product offerings.

Time spent at home has caused consumers to delay many non-essential purchases.

This has led to pent-up demand. A recent survey indicates that when the Filipino is able,

he will prioritize purchasing clothing at 19%, home appliances, and devices at 18%, home

furniture, and accessories at 15%, electronic gadgets at 15%, and smartphones at 11%.

E-commerce is now in the mainstream. Its share of wallets will only grow larger in

the years to come. This is why every business needs to establish its e-commerce platform.

It is a race. Those who pivot fastest and those who can ensure the safety and reliability of

transactions win.

Profile of the Respondents;

Item Purchased Online

According to Buchholz (2019), more than 50 percent of Australians shop for

clothes on the Internet, making them the most popular item on Aussi online shopping lists.

Other popular items include physical media like books, CDs, DVDs, and games as well as

consumer electronics like cell phones, according to the Statista Global Consumer

Survey. Food and drink were quite high up on the list with around a quarter of Australians
 19

saying they had bought groceries online in the past year. While in the study conducted by

Shanthi & Kannaiah, (2015) entitled Consumers’ Perception of Online Shopping, reveals

that out of 100 student respondents surveyed at Madras University in India 33% of them

bought books online making it the most item purchased followed by electronics item 23%.

This means that foreign Shoppers tend to shop online for books and electronic

items. While books are frequently bought online in a foreign environment, fashion apparel

is the most popular item bought locally.

A survey conducted by Global Web shows that 48% of Filipinos plan to do more

online shopping after the pandemic is over. Whereas during the pre-COVID era, fashion

apparel, sporting goods, and footwear were the best sellers at 54%, 18%, and 10% of the

sales mix respectively, a new category emerged in the post-COVID era. Nowadays,

essentials that include personal protective equipment, sanitary goods, and groceries have

emerged as brisk sellers. In just four months, essentials now comprise 6% of Zalora’s sales

mix. This is why the country’s biggest internet merchant is adding more food and grocery

items to its product offerings.

Time spent at home has caused consumers to delay many non-essential purchases.

This has led to pent-up demand. A recent survey indicates that when the Filipino is able,

he will prioritize purchasing clothing at 19%, home appliances, and devices at 18%, home

furniture, and accessories at 15%, electronic gadgets at 15%, and smartphones at 11%.

E-commerce is now in the mainstream. Its share of wallets will only grow larger in

the years to come. This is why every business needs to establish its e-commerce platform.

It is a race. Those who pivot fastest and those who can ensure the safety and reliability of

transactions win.
 20

Mode of Payment

E-commerce transactions are increasing day after day. Payment being one of the

most important factors that influence e-commerce, it was necessary to understand the

factors that influence the choice of mode of payment.

As per YouGov’s survey, close to two-thirds of urban Indian women (67%) use digital

modes of payment on a general basis. Almost as many use cash (64%), but slightly lesser

make payments through cards (54%). In comparison to these mediums, less than a third

(30%) use Internet banking for transactional purposes.

According to certain reports in 2020, the third fiscal quarter, COD has been

dominating the majority of the online purchase system. During the pandemic, the number

of COD was reduced drastically.

Cashless payments are on the rise also in the Philippines with 60% of Filipinos

carrying less cash in their wallets and 84% having tried going cashless in 2021, according

to Visa’s Consumer Payment Attitudes Study conducted by Dan Wolbert, Visa country

manager for the Philippines and Guam said, “While cash is still commonplace in the

Philippines the preference for cashless payments is gaining momentum. Their study

showed more Filipinos are confident to get by without cash and for longer periods—with

more than half feeling confident to get by for a week or longer, as cashless payment options

grow.”

According to a survey conducted by Rakuten Insight in October 2022, the main

reasons for using e-payment methods among respondents in the Philippines were for bill

payments and for making online purchases. The same survey revealed that about 91 percent

of Filipino respondents used e-payment methods.

 21

The effect of covid-19 pandemic leads to the growth of online payment

transactions. Thus, consumers are continuously shifting to online payment.

Motivating Factors that Lead Consumers to Buy Online

E-commerce research suggests that the intention of shoppers to buy a product can

be predicted by their motivation for shopping Pappas et al., (2017). While shopping, online

shoppers are not influenced the same way and thus, do not act the same way in terms of

their shopping patterns and behaviors Ganesh et al., (2010). Thus, to create a tailored or

personalized online shopping experience for a shopper, it is essential to identify the factors

that influence them Pappas et al., (2017). Several typologies of shopping motivation exist.

One such typology is that of Rohm and Swaminathan (2013), which classifies consumers

into four categories according to their motivation for shopping online: convenience

shopper, store-oriented shopper, balanced buyer, and variety seeker.

Based on an empirical study conducted by Jahangir (2022) entitled, “Key factors

motivating online buying behavior”, The motivational factors are playing a key role in

online shopping as cash back, redeemable points, discounts, different products varieties,

and models available, and many more, all these are being sourced to the customers via

various platforms online where the customers remaining online for their purposes that may

be entertainment, social media, websites, etc.

Singh and Devinder Pal (2014), suggest that Marketers should design websites that

foster an enjoyable online experience. This will attract customers who will browse the website

for a longer duration. More time devoted to information search will ensure brand building and

loyalty.
 22

According to the study conducted by Quijano et al., (2021), the number one driving

factor for customers to buy online is convenience. According to Pihlström and Brush,

(2008), convenience helps consumers to make better use of their precious time, which is

an essential part of consumer value. Previous researchers have attempted to test the

potential effects of the online customer experience and have theoretically concluded that

one of the key implications of improving the online customer experience is the intention to

repurchase and this can be achieved if shoppers find the convenience to purchase online

(Bilgihan and Zhang, 2016).

Tubio, et al., (2016) from the Department of Technology Communication

Management at Mindanao University of Science and Technology also conducted a study

entitled Consumer Perception and Purchase Behavior on Online Shopping Among Students

in Mindanao University of Science and Technology to investigate the factors that affect the

consumer’s perception and their purchase consumers in online shopping. Based on the

study, convenience, benefits, leisure, and security are the four elements or factors that

influence consumers’ buying behavior towards online shopping. However, purchase

behavior is affected by the consumer’s perception. Boundless (2016), the way a consumer

responds to certain online products is determined through his purchase behavior like his

product choice and even the brand choice. The worth of a product in the minds of the

consumer is very much capable of predicting the purchase intentions of the products (Chen

& Dubinsky, 2003). The researcher made a hypothesis to determine whether there's a

significant relationship between consumer perception and purchase behavior in online

shopping. It has been found that the respondents’ perceptions and their purchase behavior
 23

on online shopping are both high. The results of the research have shown a high

significance between the consumer’s perception and beliefs.

Meaning that if their perception is high, their beliefs are high as well. To sustain

their high perception of online shopping, it is suggested that web developers should

incorporate features on their websites regarding convenience, security, benefits, and

leisure.

Online marketers, entrepreneurs, and businessmen need to consider the fact that

students spend more time on the Internet and that this factor will likely increase students’

online shopping behavior.

Satisfaction Level of the Respondents

According to Ashim (2018) any business runs because customers and consumers

are considered kings. The performance of a business depends on Customer satisfaction.

Customer Satisfaction is used to measure how much customer is happy with any product,

its quality, and its overall experience. It reflects if the customer is happy to engage with

any business or not. It is also an important aspect to measure the success of a business.

Oliver defined satisfaction as the consumer’s fulfillment response. It is a judgment that a

product or service feature or the product or service itself provides a pleasurable level of

consumption-related fulfillment.

Customer satisfaction is referring to an emotional reaction to the difference between

what customers get and what they want (Hasemark and Albinsson, 2004). They also clarify

that satisfaction is an overall attitude towards a product provider. Hoyer & MacInnis (2013)

also agreed with this statement and clarify that customer satisfaction refers to how a person

is happy with the service or with the product. Additionally, they also stated that satisfied
 24

customers recommend their friends and relatives to buy that product or service. The main

element of the significant financial performance of the company is customer satisfaction.

The satisfaction of the customers has become conceptualized by progressing time,

processing the results, effective evaluation, cognitive evaluation, and basic sentiment of

fulfillment (Souca, 2014).

The result of the study conducted by Masínová and Svandová (2014) showed that

product description, solving the claims, product photos, payment options, and time to

respond are among the factors that affect customer satisfaction in a major way. These

factors happened to be important, especially for Internet users purchasing clothing.

Moreover, Bucko and Vejačka (2011) discussed that one of the factors affecting purchasing

online is trust and security of the environment and connected identification of users (or

communicating parties).

However, based on the result of the study conducted by Abian, et al., (2021) There

is no significant difference in the online business level of consumer satisfaction as to their

profile. The factor that greatly affects consumer satisfaction with online business is fast

transactions resulting in highly satisfied.

Therefore, it was recommended that online sellers continue and maintain their fast

transactions and find more ways to improve their payment system to pay easily and

conveniently.

Problem Encountered by the Respondents in Online Shopping

In the study conducted by Dr. Sunitha and Dr. Gnanadhas (2018), it was mentioned

that in a competitive world, everything is complicated and risky, particularly in making

any transaction through the Internet. Even though online shopping offers a higher level of
 25

convenience, every consumer faces many difficulties and problems and ultimately chooses

a shopping channel to purchase products. Online shopping problems are a great barrier to

the online purchase aim of customers. General problems include the prospect of having a

credit card. The obscurity to confirm the reliability of the provided goods and the risk to

buy a product that would not value as much as the customer pays for it. After-sales

problems involved difficulty to change the not working product to a new one, and products

warranty are not assured (Kumar, 2015).

Additionally, respondents were mainly faced with the problem of the low quality

of the product (Prabha & Karunanidhi, 2017). It was ranked first among the Eight factors,

with a mean score value of 5.05. Lack of security was ranked second among the problems

with a mean score of 4.53. The study also revealed that terms and conditions were also one

of the problems that Consumers encountered. It ranked third among the problems with a

mean score value of 3.09. While Poor service was ranked fourth at 3.01, delay in delivery

was ranked fifth at 2.81. The payment process was ranked sixth with a mean score value

of 2.51, finding the address was ranked seventh at 2.11, and out-of-stock was ranked eighth

at 1.98. With those results, it is clear that product quality is the main problem encountered

by online shoppers.

Mittal (2017) also agreed that the biggest problem while buying things online is

that shoppers have no guarantee of a product’s quality. Reviews are not always reliable and

all the research can't assure you of a product's quality; fraudulent sellers who intentionally

mislead customers to increase sales are the prime reason for faulty/sub-par products being

sold online.
 26

Furthermore, Tamturk (2017) stated that global netizens who can access via internet

had hesitations in engaging in online business, due to privacy and security concerns, which

obstructed the growth and development of the digital market. Customers in America tended

to buy products that they can physically test by touching and examining the product to

personally scrutinize its quality and durability (Shoup, 2018). This preference by American

customers resulted in the emergence of the need for online sellers to develop the shopping

experience for online consumers, promote cost savings, and present comprehensive

information about the product to establish trust in the online transaction and convey the

product’s quality.

Additionally, online customers in India suffered poor product delivery in shopping

online. As stated by Sivanesan (2017), Indian online customers often faced problems in

this phase of shopping as they usually had to wait for their ordered product for a week of

delay or more. Winnie (2014) added that trustworthiness played a pivotal role in the

Malaysian online context for it increased the satisfaction of the customers in online

shopping; hence, increasing the level of loyalty for the customers to shop online.

In a nutshell, trust was a critical component in the world of international electronic

commerce. Online sellers must, then, improve the product information they presented and

consider the profiles of their customers.

In the national context, e-commerce in the Philippines was deemed a rising trend

in business due to the adoption of mobile technologies particularly by young users

(Vicente, 2016). Despite this growing popularity and acceptance in the country, it was not

exempted from the common problems. As stated by Segovia (2016), e-commerce was

falling behind despite its fast acceleration in the Philippines. One of the reasons was the
 27

lack of establishment in the infrastructure which commonly involved the connectivity of

the internet, electronic payments, regulatory environment, and logistics. Internet problems

were also present as hindrances to the further blooming of e-commerce in the Philippines.

These internet problems were the slow yet costly internet connection, internet hoaxes, the

absence of internet connectivity, and internet hacking (Diangson, 2014). Also, Toral

(2016), indicated that delivery delays were depressing the Philippines’ e-commerce sector.

Various complaints from customers surfaced due to these distressing delivery delays

induced by the traffic, weather, and primarily by the scarcity of courier providers.

Another problem faced by the Philippines’ e-commerce sector was trustworthiness

issues. Domingo (2017) reported that trust issues were holding back the development and

growth of the country’s electronic commerce as distrust was still in the minds of the people.

Most Filipinos were afraid that they would get conned or scammed by online shopping

sites which caused their doubt about this electronic commerce.

In a study by Wang (2011), some customers prefer not to engage with salespeople

face to face as they feel uncomfortable and pressured when they are near them. Thus,

customers who have had a terrible experience with a seller prefer to shop online and make

their purchases without the presence of the salesperson. While in the study of Creencia, et

al., (2022) consumers are more likely to face delivery delays and impolite delivery riders.

It was also found in the study of Veldhuizen (2021) that the most prevalent

downsides of online shopping were shipment delays, fraud risk, quality assurance, and

spending too much time online. The majority of customers were dissatisfied when their

orders took too long to arrive. Some customers have reported being deceived by sellers

since the product they ordered did not match what was shown in the shop.
 28

It was evident that product quality is always been the most common problem that

consumers encountered when shopping online. Therefore, online sellers should improve

the quality of the product and proper product descriptions should be given.
 Chapter III

Methodology

This chapter explains various methodologies that were used in gathering data and

analyzing it, which are relevant to the study. The methodologies will include areas such as

the research design, the method to be used, the subjects or respondents of the study, the

research instrument, and the statistical tool used.

Research Design

The research study employed descriptive and inferential methods of research. The

descriptive method statistics were used to describe the profile of the respondents as well as

the discussion on the major components of the program’s implementation. The inferential

method was used to draw and answer the conclusions in this study.

Research Methods

To meet the said objectives in this study, the researchers used quantitative research.

Quantitative research relies on the collection and analysis of numerical data to describe,

explain, predict, or control variables and phenomena of interest (Gay, Mills, & Airasian,

2009).

Research Environment

This study was conducted at the College of Business Education of the Nueva

Vizcaya State University- Bayombong Campus.

 30

Figure 3

Geographical Map of the College of Business Education

Respondents of the Study

The respondents of the study were composed of students from the College of

Business Education. All of these participants were selected through convenient non-

probability sampling. This sampling method involves non-random selection based on

convenience or other criteria, allowing the researchers to easily collect data.

The number of respondents was determined using Slovin’s Formula:

Wherein: n= ____N___

1 + Ne²

Where: n = sample size

 31

N = population size

e = margin of error (5%)

Based on the above formula, the proportional allocation method was used to

determine the actual number of respondents per year, wherein:

Wherein: n1 = _N1_ (n)

The researchers selected two hundred (200) students from the College of Business

Education. Fifty (50) respondents (who are doing online shopping) each year level from

the first year to the fourth year.

Table 1

Frequency and Percentage Distribution of the Respondents

Respondents Frequency (f) Percentage (%)

First Year 50 25

Second Year 50 25

Third Year 50 25

Fourth Year 50 25

Total 200 100

Research Instruments

In this study, the researchers used a checklist questionnaire and rating scale

questionnaire to gather data considering the research objectives mentioned above (Quijano,
 32

et al., 2021). Likewise, a five-point Likert scale ranging from highly satisfied, satisfied,

neither satisfied nor dissatisfied, dissatisfied, highly dissatisfied, and highly agree, agree,

neither agree nor disagree, disagree, and highly disagree (Vagias, 2006), was used in

collecting a quick response from the CBE students.

A Likert scale is commonly used to measure attitudes, knowledge, perceptions,

values, and behavioral changes. A Likert-type scale involves a series of statements that

respondents may choose from in order to rate their responses to evaluative questions

(Vogt,1999).

Rating Scale for Motivating Factors that Lead Consumers to Buy Online

These were the motivating factors to buy online to assess the behavior of the

respondents in terms of convenience, a wide variety of brands and products, product

presentation, advertisement, more sales and discounts, reasonable price, number of

payment options available, including cash on delivery, shipping period, free/discounted

shipping cost, and shop rating, and legitimacy.

The scale below was used to interpret the respondent's perceptions.

 33

Table 2

Likert-type Scale Response Anchors (Motivating Factors)

Adopted from: Vagias, Wade M. (2006). Likert-type Scale Response Anchors

Scale Rating
Range Qualitative Description
Value Scale
4 3.26 – 4.00 Strongly When all the factors are listed to buy online.
Agree
3 2.90 – 3.25 Agree When the listed factors have one or two is chosen
to buy online
2 1.80 – 2.89 Disagree No factors are listed that consumers could buy
online
1 1.00 – 1.79 Strong When the factors have no connection to buying
Disagree online.
Rating Scale for Consumer Satisfaction Towards Online Shopping

These were the consumer satisfaction ratings towards online shopping to assess the

behavior of the respondents in terms of prices of products sold, quality of products

received, quality of packaging, service of delivery personnel, the delivery time of logistic

provider, quick checkout process, ease of payment options, the truthfulness of the

information provided about the products, responsiveness, and courteousness of the online

seller and shopping application used.

 34

The scale below was used to interpret the respondent's perceptions.

Table 3

Likert-type Scale Response Anchors (Satisfaction Level)

Scale Range Rating Scale Qualitative Description

Value
4 3.26 – 4.00 Highly When all-consumer satisfaction is given.
satisfied
3 2.90 – 3.25 Satisfied, When consumer satisfaction has four or five
given.
2 1.80 – 2.89 Dissatisfied When consumer satisfaction has one or two is
given
1 1.00 – 1.79 Highly No consumer satisfaction is given
Dissatisfied,
Adopted from: Vagias, Wade M. (2006). Likert-type scale response anchors

Table 4

Likert-type Scale Response Anchors (Problems Encountered)

Scale Rating
Range Qualitative Description
Value Scale
5 4.20 – 5.00 Always A very serious problem when the risk level is
severe
4 3.40 – 4.19 Usually A serious problem when the risk level is major
3 2.60 – 3.39 Often A slightly serious problem when the risk level is
moderate
2 1.80 – 2.59 Sometimes Not a serious problem when the risk level is minor
1 1.00 – 1.79 Never Not a problem when the risk level is negligible
Adopted from: Vagias, Wade M. (2006). Likert-type scale response anchors
 35

Statistical Treatment of Data

The data were analyzed and processed through the program Statistical Package for

Social Science (SPSS) using the following statistical tools: (a) Frequencies, percentages,

and standard deviation were used to describe the demographic profile of the respondents,

(b) this study used descriptive statistics supported by a correlation procedure to determine

the relationship of the dependent and independent variables.

 Chapter IV
Results and Discussion

This chapter presents the findings of the study as organized and presented in

chronological order following the sequence of the objectives of the study as presented in

Chapter I.

Demographic Profile of the Respondents

Sex. As shown in Table 5, there were more female (68.50%) respondents than males

(31.50%) who are doing online shopping. According to Quijano et al., (2021), women

respondents tend to have more needs and wants than their male counterparts, particularly

in terms of clothes, beauty products, and other fashion items.

Table 5

Frequency and Percent Distribution of Respondents According to Sex

Sex Frequency Percent

Male 63 31.50
Female 137 68.50
Total 200 100

Personal Profile of the Respondents

Item Purchased Online. Table 6 describes the frequency and percent distribution of

respondents according to the item purchased online.

The table shows that (39.70%) of the respondents were buying basic needs (goods,

clothing, apparel, etc.); (23.57%) were buying school supplies (books, paper, pencils, etc.);

(17.62%) were buying electronic equipment (gadgets and accessories, appliances, etc.)

;(18.11%) were buying health & beauty products (vitamins, medicines, skincare essentials,

etc.); and (0.99%) were buying others like motor parts/accessories with the variety of
 36

products sold online, online shoppers might get overwhelmed with a lot of products and

brands to choose from.

Table 6

Frequency and percent distribution of respondents according to the item purchased online

Items Purchased Online Frequency Percentage

Basic Needs (Goods, Clothing, Apparel.
160 39.70
Etc.)
School Supplies (Book, Paper, pen, etc.) 95 23.57

Health & Beauty Products (Vitamins,

73 18.11
Medicine, skincare Essentials, etc.)

Electronic Equipment (Gadgets and

71 17.62
Accessories, appliances, etc.)

Others (Motor Parts/Accessories)

4 0.99
403 100.0
Total (Note: Multiple Response)

Mode of Payment. Table 7 reflects the frequency and percent distribution of respondents

according to the mode of payment.

The table shows that (90.09%) of the respondents were using cash on delivery and (9.91%)

of the respondents were using electronic payment as their mode of payment.

Table 7

Frequency and percent distribution of respondents according to the mode of payment

Mode of Payment Frequency Percentage

Cash on Delivery 191 90.09
Electronic Payment 21 9.91
Others 0 0
Total 212 100.0
 37

This is supported by the study of Quijano et.al., (2021) which consumers tend to buy online

by cash on delivery even with the big shipping cost it will take. It gives them confidence

that they would not be victimized by fraud, and they would pay for the items they purchased

online once it arrives at their respective places.

Motivating Factors that Lead Consumers to Buy Online

The motivating factors that lead consumers to buy online have been classified into ten

aspects: convenience, a wide variety of brands and products, product presentation,

advertisement, more sales and discounts, reasonable price, number of payment options

available including cash on delivery, shipping period, free/discounted shipping cost and

shop rating and legitimacy.

Table 8
Motivating factors that lead consumers to buy online

NO. FACTORS Mean Qualitative Statistics

Number of payment options available
1 3.46 Strongly Agree
including Cash on Delivery
2 More sales and discounts 3.36 Strongly Agree
3 Convenience 3.33 Strongly Agree
4 Wide variety of brands and products 3.32 Strongly Agree
5 Reasonable price 3.26 Strongly Agree
Product Presentation (photos, description,
6 3.25 Strongly Agree
and reviews)
7 Free/ discounted shipping cost 3.24 Agree
8 Shop rating and/or legitimacy 3.22 Agree
9 Advertisement 3.05 Agree
10 Shipping period 3.01 Agree
Overall Mean 3.25 Strongly Agree
The mean value of the motivating factors ranged from 3.01 (Shipping period) to 3.46

(number of payment options available including cash on delivery. The Table shows that

number of payment options available which includes COD consumers (x̅ =3.46) strongly

agreed that this is the number one factor that motivates them to buy online. According to
 38

Amin (2009), online shopping sometimes offers good payment plans and options for

customers. The customer can decide their payment date and amount.

Likewise, the respondents strongly agreed that there are more sales and discounts (x̅=3.36)

online. For some consumers, value shopping entails looking for discounts, sales, or hunting

for price promotions Arnold and Reynolds, (2003). At the same time, many Internet users

anticipate e–tailers to give or have lower rates for price promotions than offline retailers

Maxwell and Maxwell, (2001).

On the other hand, customers also strongly agreed that buying online is convenient (x̅

=3.33). According to Strom and Brush (2008), convenience helps consumers to make better

use of their precious time, which is an essential part of consumer value. Some researchers

attempted to test the potential effects of the online customer experience and have

theoretically concluded that one of the key implications of improving the online customer

experience is the intention to repurchase Bilgihan and Zhang (2016) and this can be

achieved if shoppers find the convenience to purchase online.

Furthermore, consumers also strongly agree that the wide variety of brands (x̅ =3.32) and

products available online is another motivating factor to purchase using this platform. E–

commerce has made purchasing simpler than it was, and online shops give customers

advantages by having more goods and services from which they can choose (Lim and

Dubinsky, 2004; and, Prasad and Aryasri, 2009).

The overall motivating factors, in all the ten aspects, were denoted by the mean value of

3.25, which is qualitatively described as strongly agree. This means that the motivating

factors are directly affecting the behavior of the consumer to buy online.
 39

Consumer’s Satisfaction Toward Online Shopping

Consumer satisfaction toward online shopping has been classified into ten (10) aspects:

prices of products sold, quality of products received quality of packaging, service of

delivery personnel, the delivery time of logistic provider, quick checkout process, ease of

payment options, the truthfulness of the information provided about the products,

responsiveness and courteousness of the online seller and shopping application used.

Table 9
Consumer satisfaction with online shopping

NO. Factors Mean Quality Statistics

1 Prices of products sold 3.36 Very Satisfied
2 Ease of payment options 3.29 Very Satisfied
3 Shopping application used 3.29 Very Satisfied
4 Service of delivery personnel 3.27 Very Satisfied
5 Quality of packaging 3.25 Satisfied
6 Quality of products received 3.24 Satisfied
7 Quick checkout process 3.23 Satisfied
8 Responsiveness and courteousness of
3.16 Satisfied
the online seller
9 The truthfulness of the information
3.11 Satisfied
provided about the products
10 Delivery time of logistic provider 3.07 Satisfied
Overall Mean 3.22 Satisfied

The mean value of consumer satisfaction ranged from 3.07 (delivery time of logistic

provider) to 3.36 (prices of product sold). This noted that respondents were very satisfied

with the prices of products sold (x̅=3.36). According to them, the products being sold online

are much cheaper than products being sold at the physical store.

In the same way, the consumers are very satisfied with the shopping application they are

using (x̅=3.29) and the ease of payment options (x̅=3.29). Some studies revealed that these

interactive tools have a favorable effect on the quality and efficiency of the shoppers'

purchase decisions (Haubl and Trifts (2000). This only denotes that the online payment
 40

process is another issue that should be taken care of for the reason that it affects the

willingness of the buyer to pay (Wang, Ye, Zhang, and Nguyen, 2005).

Moreover, the respondents revealed that they are also very satisfied with the service of the

delivery personnel (x̅=3.27). According to Perrault and McCarthy, (2005) marketing

intermediaries assist in providing convenience for the consumer by making products

available where they want them, investing in inventory, serving as risk–takers, and

providing critical information to both producer and the customers. Thus, the logistic

partners' role is very important in satisfying the customers.

The overall consumer satisfaction with ten (10) aspects was denoted by the overall mean

value of 3.22, which was qualified described as satisfied. This means that all the consumer

that buys online are satisfied with different factors that the products will be sold.

Problems Encountered on Online Shopping

The problems encountered in shopping online by consumers and their severity were

identified and measured as shown in Table 10.

 41

Table 10

Problems Encountered on Online Shopping

NO. Problems Encountered Mean Quality Statistics

1 Rude delivery personnel 3.64 Sometimes
Products usually arrive in
2 3.52 Sometimes
damaged condition
3 Return policy problems 3.50 Sometimes
Wrong product and quality
4 3.47 Sometimes
issue
5 Fluctuation in price 3.40 Sometimes
6 Lack of security 3.38 Often
7 Poor customer service 3.37 Often
8 Delay in delivery 3.33 Often
No assurance in terms of
9 3.33 Often
warranties
10 Expectation Vs. Reality 3.20 Often
Overall Mean 3.41 Sometimes

Five (5) problems were classified to be often the problem. These include the following:

delay in delivery, expectation vs reality, lack of security no assurance in terms of

warranties, and poor customer service.

Conversely, the five (5) issues identified in the study that were considered by the

respondents as sometimes problems include the following: rude delivery personnel,

products usually arriving in damaged condition, wrong product and quality issues, return

policy problems, and fluctuation in price.

This implies the study of Veldhuizen, (2021) that the most prevalent downsides of online

shopping were shipment delays, fraud risk, quality assurance, and spending too much time

online. The majority of customers were dissatisfied when their orders took too long to

arrive. Some customers have reported being deceived by sellers since the product they

ordered did not match what was shown in the shop.

 42

The overall result of the assessment of the above issues and problems was indicated by the

mean value of 3.41, which was qualitatively described as sometimes it is a problem, they

are slightly serious problems that will not seriously hamper the effect of consumers using

online buying.

Relationship Between Demographic Profile of the Respondents and Motivating

Factors Toward Online Shopping

Table 11 details the relationship between the demographic profile and the motivating

factors toward online shopping.

Based on the results, there is no relationship between the demographic profile of the

respondents towards the motivating factors in online shopping. The r-value is weak or

small and the p-value leads to higher than 0.05%. This means that demographic profile

does not affect the motivating factors toward online shopping.

 43

Table 11

Correlation Matrix on the Relationship Between the Demographic Profile of the

Respondents and Motivating Factors Toward Online Shopping
CORRELATION DEMOGRAPHIC
MOTIVATING FACTORS
MATRIX PROFILE
Convenience R .033
p .638
n 200
Wide variety of brands and products r -.089
p .208
n 200
Product Presentation (photos, description, r -.020
and reviews)
p .775
n 200
Advertisement r -.095
p .183
n 200
More sales and discounts r -.005
p .943
n 200
Reasonable price r .054
p .446
n 200
Number of payment options available r 0.77
including Cash on Delivery
p .278
n 200
Shipping period r -.006
p .932
n 200
Free/ discounted shipping cost r -.064
p .366
n 200
Shop rating and/or legitimacy r -.093
p .189
n 200

Relationship Between the Demographic Profile of The Respondents and Their

Satisfaction Level Toward Online Shopping

The result of testing, if there is a significant relationship between the demographic profile

of the respondents and the satisfaction level toward online shopping, is reflected in Table
 44

12. The result of the study indicates that the demographic profile is significantly correlated

to the ease of payment options (r= -0.153) and responsiveness and courteousness of the

online seller (r=-.208). A negative correlation coefficient relationship between

demographic profile and ease of payment options denotes a deductive relationship. The

results describe that a higher number of online buyers either female or male can lessen the

ease of payment options and the responsiveness and courteousness of the online seller.

Table 12

Correlation Matrix of the Demographic Profile of the Respondents and Satisfaction Level

Toward Online Shopping

CORRELATION DEMOGRAPHIC
CUSTOMER SATISFACTION
MATRIX PROFILE
Prices of products sold r -.070
p .324
n 200
Quality of products received r -.004
p .958
n 200
Quality of packaging r -.127
p .073
n 200
Service of delivery personnel r -.079
p .267
n 200
Delivery time of logistic provider r -.124
p .081
n 200
Quick checkout process r .048
p .496
n 200
Ease of payment options r -.153*
p .278
n 200
The truthfulness of the information provided about the r -.073
products
p .302
n 200
Responsiveness and courteousness of the online seller r -.208**
p .003
n 200
Shopping application used r -.034
p .636
n 200
 45

This connotes the study conducted by Masínová and Svandová (2014) shown that product

description, solving the claims, product photos, payment options, and time to respond are

among the factors that affect customer satisfaction in a major way.

Relationship Between the Demographic Profile of the Respondents and Problems

Encountered on Online Shopping

Table 13 shows the result of testing the relationship between the demographic profile and

problems encountered in online shopping.

The result of the study indicates that the demographic profile is significantly correlated to

the rude delivery personnel (r=.206). A positive correlation between the demographic

profile and rude delivery personnel indicates that this is the major problem encountered by

online buyers. According to the respondents, either females or males are experiencing rude

delivery service upon delivery of their order.

 46

Table 13

Correlation Matrix of the Demographic Profile of the Respondents and Problems

Encountered on Online Shopping

CORRELATION DEMOGRAPHIC
PROBLEMS ENCOUNTERED
MATRIX PROFILE
r .030
Delay in delivery p .675
n 200
Rude delivery personnel r -206**
p .003
n 200
Products usually arrive in damaged r .025
condition
p .721
n 200
Wrong product and quality issue r .049
p .492
n 200
Expectation Vs. Reality r -.052
p .465
n 200
Lack of security r -.012
p .862
n 200
Return policy problems r -.106
p .136
n 200
Fluctuation in price r -.056
p .433
n 200
No assurance in terms of warranties r -.022
p .762
n 200
Poor customer service r .043
p .548
n 200
 47

Relationship Between the Personal Profile of the Respondents and Motivating Factors
to Buy Online

Table 14 details the relationship between the demographic profile and the motivating

factors toward online shopping.

Based on the results, there is no relationship between the personal profile of the respondents

towards the motivating factors in online shopping in which the r value is weak or small and

the p-value leads to higher than 0.05%. This means that demographic profile does not affect

the motivating factors to buy online.

 48

Table 14

Correlation Matrix of the Profile of the Respondents and Motivating Factors to Buy Online

CORRELATION PERSONAL PROFILE

FACTORS
MATRIX
Item Purchased Mode of
Online Payment
r .057 .076
Convenience p .424 .283
n 200 200
r .011 .119
Wide variety of brands
p .872 .095
and products
n 200 200
Product Presentation r .014 -.064
(photos, description, p .840 .371
and reviews) n 200 200
r -.020 -.079
Advertisement p .779 .268
n 200 200
r -.027 -.035
More sales and
p .700 .622
discounts
n 200 200
r .002 .041
Reasonable price p .973 .567
n 200 200
Number of payment r .034 -.052
options available p .628 .463
including Cash on n 200 200
Delivery
r -.016 -.017
Shipping period p .826 .808
n 200 200
r -.019 .019
Free/ discounted
p .788 .786
shipping cost
n 200 200
r .014 -.082
Shop rating and/or
p 847 .250
legitimacy
n 200 200
 49

Relationship Between the Personal Profile of the Respondent and Customer

Satisfaction Towards Online Shopping

The result testing indicated that no significant relationship between personal profile

towards customer satisfaction. This means that item purchased online and their mode of

payment has no effect on their satisfaction in terms of prices of products sold, quality of

products received quality of packaging, service of delivery personnel, the delivery time of

logistics provider, quick checkout process, ease of payment options, the truthfulness of the

information provided about the products, responsiveness and, courteousness of the online

seller and shopping application used. As long as their wants and needs were delivered

accordingly.

This agrees with the result of the study conducted by Abian, et al., (2021) that there is no

significant difference in the online business level of consumer satisfaction as to their

profile. The factor that greatly affects consumer satisfaction with online business is fast

transactions resulting in highly satisfied.

 50

Table 15

Correlation Matrix of the Personal Profile of the Respondents and Customers’ Satisfaction

towards Online Shopping

CUSTOMER CORRELATION PERSONAL PROFILE

SATISFACTION MATRIX
Item Purchased Mode of
Online Payment
r -.019 .068
Prices of products sold p .786 .337
n 200 200
r .117 .037
Quality of products
p .100 .604
received
n 200 200
Quality of packaging r -.004 .027
p .960 .709
n 200 .199
r .115 .094
Service of delivery
p .106 .185
personnel
n 200 200
r -.025 .095
Delivery time of logistic
p .728 .183
provider
n 200 200
r -.042 .041
Quick checkout process p .556 .569
n 200 200
r .006 -.086
Ease of payment options p .935 .225
n 200 200
The truthfulness of the r -.045 -.036
information provided p .528 .610
about the products n 200 200
Responsiveness and r -.048 -.021
courteousness of the p .499 .766
online seller n 200 200
r -.084 -.065
Shopping application
p .239 .358
used
n 200 200
 51

Relationship Between the Personal Profile of the Respondents and Problems

Encountered

Table 16
Correlation Matrix of the Personal Profile of the Respondents and Problems Encountered
PROBLEMS CORRELATION PERSONAL PROFILE
ENCOUNTERED MATRIX
Item Purchased Mode of
Online Payment
Delay in delivery r .016 -.035
p .824 .628
n 200 200
r .019 -.007
Rude delivery personnel p .786 .918
n 200 200
r .100 .026
Products usually arrive in
p .160 .717
damaged condition
n 200 200
r .015 -.073
Wrong product and
p .838 .307
quality issue
n 200 200
r -.023 -.021
Expectation Vs. Reality p .745 .773
n 200 200
r .047 -.016
Lack of security p .513 .823
n 200 200
r .027 .049
Return policy problems p .701 .489
n 200 200
r .021 -.104
Fluctuation in price p .770 .146
n 200 200
r -.005 -.010
No assurance in terms of
p .946 .889
warranties
n 200 200
r .096 -.052
Poor customer service p .177 .469
n 200 200
 52

Table 16 details the relationship between the demographic profile and the problems

encountered by online buyers.

Based on the results, there is no relationship between the personal profile of the respondents

towards the problems encountered by online buyers. This means that in terms of the

problems enlisted below, there is no effect on the personal profile of the respondents.
 Chapter V
Summary, Conclusion, and Recommendation
Summary

The purpose of this study was to understand the buying behavior of CBE students

toward online shopping and the factors that affect them to shop online to be able to

determine online buying best practices.

The specific objectives were 1) to determine the demographic profile of the

respondents (sex), 2) to determine the personal profile of the respondents in terms of item

purchase online and mode of payment; 3) to determine the motivational factors that lead

the respondents to buy online; 4) determine the student’s satisfaction level with online

shopping and 5) determine the problems encountered by the respondents in online

shopping.

A structured questionnaire was developed and administered to the students in the

College of Business Education. The data were gathered through face-to-face interviews.

The data were analyzed using descriptive (frequency counts, percentages, means) and

inferential statistics using SPSS. A total of 200 students were interviewed. The study was

conducted for 1st semester of 2022-2023.

The findings of the study included the following:

Demographic profile of the respondents. There were more female (68.50%) respondents

than males (31.50%) who are doing online shopping. This means that there were more

female buys online.

Personal Profile of the respondents. There were (39.70%) of the respondents were buying

basic needs (goods, clothing, apparel, etc); (23.57%) were buying school supplies (books,

paper, pen, etc); (17.62%) were buying electronic equipment (gadgets and accessories,
 56

appliances, etc.) ;(18.11%) were buying health & beauty products (vitamins, medicines,

skincare essentials, etc); and (0.99%) were buying others like motor parts/accessories. And

90.09%) of the respondents were using cash on delivery and (9.91%) of the respondents

were using electronic payment as their mode of payment.

Motivating Factors that Lead Consumers to buy online. The mean value of the motivating

factors ranged from 3.01 (Shipping period) to 3.46 (number of payment options available

including cash on delivery the overall motivating factors, in all the ten aspects, were

denoted by the mean value of 3.25, which is qualitatively described as strongly agree.

Consumers’ satisfaction with online shopping. The mean value of consumer satisfaction

ranged from 3.07 (delivery time of logistic provider) to 3.36 (prices of product sold). This

means that the consumer was very satisfied based on the prices of product sold which the

products sold online is cheaper compared to the products sold at the store.

Problems Encountered on Shopping Online. The overall result of the assessment of the

above issues and problems was indicated by the mean value of 3.41, which was

qualitatively described as sometimes it is a problem, they are slightly serious problems that

will not seriously hamper the effect of consumers using online buying.

Relationship between the demographic profile of the respondents and their satisfaction

level toward online shopping. There is a significant relationship between the demographic

profile of the respondents and their satisfaction level with online shopping. A negative

correlation coefficient relationship between demographic profile and ease of payment

options denotes a deductive relationship.

 57

Relationship between the demographic profile of the respondents and problems

encountered in online shopping. A positive correlation between the demographic profile

and rude delivery personnel indicates that this is the major problem encountered by online

buyers.

Conclusion

Based on the significant findings of the study, the following conclusions are

defined:

The majority of the respondents were female. The majority of them bought basic

needs (goods, clothing, and apparel) and purchased when their needs arise and when there

were big promos and sales. They have paid through cash on delivery payment scheme;

Respondents were motivated to engage in online shopping due to the payment

options including cash on delivery and convenience;

Respondents were satisfied in the course of their shopping experience. They were

very satisfied with the prices of products sold, shopping applications they used, ease of

payment options offered, and service of delivery personnel; and

Rude delivery was the top problem encountered by the respondents in shopping

online.

The ease of payment options, responsiveness, and courteousness of the online seller

affects the satisfaction level of the respondents toward online shopping.

The problems encountered by rude delivery personnel affect the demographic

profile of the respondents.

 58

Recommendations

Additional aspects of the demographic profile must be on the questionnaires to

assess the behavior of the respondents in buying online.

Marketers need to develop better return policies, improve the quality of the product

and after–sale services, and should charge a reasonable price to encourage online shopping.

Consumers must not only focus on the photographs of products since in an online

store, they cannot personally see, touch, or try the product they are interested in. They must

carefully read the product description and the reviews of other customers before they make

their purchasing decision.

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 Republic of the Philippines
NUEVA VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

Appendix A

Cover Letter

Dear Respondent,

Greetings!

We, the fourth-year students of the Nueva Vizcaya State University under the College of
Business Education are currently conducting a study entitled, “Factors Affecting the Online
Buying Behavior of the CBE Students Toward Determining Online Business Best
Practices”, as part of our academic requirements for the subject Thesis/Feasibility Study.

In this light, we would like to ask for your help to be one of our respondents to provide the
necessary data for our study. We hope that you will take the time to answer the questions
honestly.

Rest assured that all information will be treated with the utmost confidentiality and will
be used for academic purposes only.
Thank you and God bless!

Sincerely yours,

JESSICA F. AFALLA
ALDRINE FAYE M. AMBATALI
JENNY ROSE CORPUZ
MELLYN M. LUGTU
NICOLE JOY MEDIOS
Researcher
 63

Appendix B
Questionnaires

Part I: Demographic Profile

Name (optional): __________________________ Year level: __________

Sex: _____ Male _____ Female

Part II. Personal Profile Checklist

INSTRUCTION: Please fill out the following by checking the boxes next to the
information that applies to you.

Item Purchased Online (Quijano et al., 2021)

Electronic Equipment (Gadgets and gadget accessories, Appliances, etc.)
School Supplies (Books, Papers, pens, etc.)
Basic Needs (Goods, Clothing, Apparel, etc.)
Health and Beauty Products (Vitamins, Medicine, Skincare Essentials, etc.)
Others

Mode of Payment (Quijano et al., 2021)

Cash on Delivery
Electronic Payment Transaction
 64

Part III. Rating Scale Questionnaire

Instruction: Rate the degree of your agreement or disagreement with each factor
that motivates you to buy online. Please ENCIRCLE the number in the table that
corresponds to your answer using the hereunder options.

4- Strongly Agree
3- Agree
2- Disagree
1-Strongly Disagree
Motivating factors that lead consumers to buy online

Factors

Convenience 4 3 2 1

Wide variety of brands and

4 3 2 1
products

Product Presentation (photos,

4 3 2 1
description, and reviews)

Advertisement 4 3 2 1

More sales and discounts 4 3 2 1

Reasonable price 4 3 2 1

Number of payment options

available including Cash on 4 3 2 1
Delivery

Shipping period 4 3 2 1

Free/ discounted shipping cost 4 3 2 1

Shop Rating and/or Legitimacy 4 3 2 1

Adopted from: Quijano et al., 2021

 65

INSTRUCTION: Rate the level of your satisfaction with online shopping. Please
ENCIRCLE the number in the table that corresponds to your answer using the
hereunder options.
4- Highly Satisfied
3- Satisfied
2- Dissatisfied
1-Highly Dissatisfied
Consumer Satisfaction Towards Online Shopping

Factors

Prices of products sold 4 3 2 1

Quality of products received 4 3 2 1

Quality of packaging 4 3 2 1

Service of delivery personnel 4 3 2 1

Delivery time of logistic 4 3 2 1

provider

Quick checkout process 4 3 2 1

Ease of payment options 4 3 2 1

The truthfulness of the 4 3 2 1

information provided about the
products

Responsiveness and 4 3 2 1
courteousness of the online seller

Shopping application used 4 3 2 1

Adopted from: Quijano et al., 2021

 66

INSTRUCTION: Rate how often you experience the listed problems when shopping
online. Please ENCIRCLE the numbers in the table that corresponds to your
answer using the hereunder options.
5- Never
4- Sometimes
3- Often
2- Usually
1-Always
Problems Encountered on Shopping Online

Factors

Delay in delivery 5 4 3 2 1

Rude delivery personnel 5 4 3 2 1

Products usually arrive in damaged 5 4 3 2

1
condition

Wrong product and quality issue 5 4 3 2 1

Expectation vs. Reality 5 4 3 2 1

Lack of security 5 4 3 2 1

Return policy problems 5 4 3 2 1

Fluctuation in price 5 4 3 2 1

No assurance in terms of warranties 5 4 3 2 1

Poor Customer service 5 4 3 2 1

Adopted from: Quijano et al., 2021

 67

Republic of the Philippines

NUEVA VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

Appendix C

Request for Statistician

Name Signature

Afalla, Jessica F.

Ambatali, Aldrine Faye M.

Corpuz, Jenny Rose D.

Lugtu, Mellyn M.

Medios, Nicole M.

Degree: BSBA-FINANCIAL MANAGEMENT

Type of Study: Thesis Study
Title: Factors Affecting the Online Buying Behavior of NVSU-CBE Students Toward
Determining Online Business Best Practices

CONFORME:

Ms. Marnellie R. Pini

Statistician

January 23, 2023

Date
 68

Republic of the Philippines

NUEVA VIZCAYA STATE UNIVERSITY
Bayombong, Nueva Vizcaya

Appendix D

Request for English Critique

Name Signature

Afalla, Jessica F.

Ambatali, Aldrine Faye M.

Corpuz, Jenny Rose D.

Lugtu, Mellyn M.

Medios, Nicole M.

Degree: Bachelor of Science in Business Administration

Type of Study: Thesis Study

Title: Factors Affecting the Online Buying Behavior of NVSU-CBE Students Toward
Determining Online Business Best Practices

CONFORME:

Ms. Joan A. Adais

English Critique

June 28, 2023

Date
Appendix E
 69

Photo Presentation

Questionnaires were distributed to the students of the College of Business Education

 70

Questionnaire validation to be distributed to the students of the

College of Business Education

Encoding and consolidating the gathered data

Distribution of Questionnaires to the students of College of Business Education

71
72
 73

Final Defense
 74

Editing comments and suggestions of the panel

 75

Appendix F
Curriculum Vitae

Curriculum Vitae

JESSICA FIRMANTE AFALLA

Home Address: Purok 1, Careb, Bagabag, Nueva Vizcaya
E-mail Address: afallajessica7@gmail.com
Mobile Number: 09128044108

Personal Data

Name: Jessica Firmante Afalla

Sex: Female
Birth date: July 03, 2000
Birthplace: Nangcaan, Calatagan, Batangas
Civil Status: Single
Religion: Methodist
Citizenship: Filipino
Language/Dialect: Filipino, English, Iloco, Batangeño
Height: 5’0
Weight: 42 kls.
Father’s Name: Crisanto T. Afalla
Mother’s Name: Teresita F. Afalla
 76

Educational Attainment
Tertiary NUEVA VIZCAYA STATE UNIVERSITY-
BAYOMBONG CAMPUS
Bachelor of Science in Business Administration
Major in Financial Management
Bayombong, Nueva Vizcaya
2019-to present

Secondary MURONG NATIONAL HIGH SCHOOL

(Senior High School) Bagabag, Nueva Vizcaya
2013-2017
WITH HONORS
Excellent in Wok Immersion

(Junior High School) MURING NATIONAL HIGH SCHOOL

(General Academic Strand)
Bagabag, Nueva Vizcaya
Work Experience 2017-2019
WITH HONORS
Primary CAREB ELEMENTARY SCHOOL
Bagabag, Nueva Vizcaya
2011-2013
BUCAL ELEMENRATY SCHOOL
Calatagan, Batangas
2007-2011
 77

Francis General Merchandise

Sales Lady Bagabag, Nueva Vizcaya

Summer Job Local Civil Registrar (LGU, Bagabag)

(SPES) Bagabag, Nueva Vizcaya

Organization/ Membership/ Affiliation

MANTUOL BEAM-MNHS School Paper (A.Y. 2018-

News Writer
2019)
College of Business Education Student Council (Second
Treasurer
Semester, A.Y. 2021-2022)
Member Junior Financial Executives (2019-To Present)
Junior Confederation of Finance Association-Philippines
Member
South Luzon Chapter (A.Y 2022-2023)

Trainings and Seminars Attended

 Sabatan Entrepreneurs’ Bootcamp 1.0 (November 2-5, 2021)

 Blockchain Technology and its Impact on the Assurance Profession
(November 14, 2021)
 Philippine Startup Week 2021 (November 15-19, 2021)
 SAS Webinar Series 1: “Mare, ‘Tol, ano’ng latest?” (Mental Health and
Financial Literacy) (March 29, 2022)
 Leadership Training “BALIKHAAN: KAMALAYAN NI NVSU’ JUAN”
(April 27-28, 2022)
 SAS Webinar Series 4: “Mare, ‘Tol, anong latest?” (Entrepreneurial
Literacy and Personal Health Care) May 05, 2022
 SAS Webinar Series 6: “Mare, ‘Tol, anong latest?” Republic Act 9442 and
SOGIE Education (June 29, 2022)
 78

 SAS Webinar Series 7: “Mare, ‘Tol, anong latest?” HIV AID Awareness
and Cybercrime & Data Privacy (June 30, 2022)
 Pakaammo ken Pakdaar
SAS Hybrid Webinar Series 1: Career Orientation (October 21, 2022)

 Finance Leaders’ Conference 2022: Achieving Success Through

Sustainability Leadership (November 20, 2022)
 Virtual Internship Fair 2023: Career Advancement towards Sustainable
Success (January 08, 2023)

Researches

2017 Epekto ng Paggamit ng Social Media sa Paraan ng Pagsulat ng mga Mag-

aaral sa Wikang Filipino
2018 Epekto ng Maling Pagtatapon ng Basura sa Disiplipa ng mga Mag-aaral ng
Murong National High School
2019 The Effect of Peer Influence and Peer Pressure on the Academic
Performance of the Students of Murong National High School
2023 Factors Affecting the Online Buying Behavior of the College of Business
(Ongoing) Education Students Toward Determining Online Business Best Practices
 79

Curriculum Vitae

Aldrine Faye M. Ambatali

Home Address: Purok 2 Barangay Masoc Bayombong, Nueva Vizcaya

E-mail Address: aldrinefayeambatali19@gmail.com
Mobile Number: 09918436806

Personal Data

Name: Aldrine Faye Molina Ambatali

Sex: Female

Birth date: August 19, 1993

Birthplace: Bayombong, Nueva Vizcaya

Civil Status: Single

Religion: Roman Catholic

Citizenship: Filipino

Language/Dialect: Filipino, English, Iloco, Gaddang

Height: 5’3

Weight: 52 kls.

Father’s Name: Alvin D. Ambatali

Mother’s Name: Filipinas M. Ambatali

 80
Educational Attainment

Tertiary NUEVA VIZCAYA STATE UNIVERSITY-

BAYOMBONG CAMPUS
Bachelor of Science in Business Administration
Major in Marketing Management
Bayombong, Nueva Vizcaya
2019-2023
Secondary Nueva Vizcaya General Comprehensive H.S
Bayombong, Nueva Vizcaya
2013-2017
Primary Bayombong Central School
Bayombong, Nueva Vizcaya
2011-2013

Work Experience

Mcdonalds Bayombong
Local Store
Bayombong, Nueva Vizcaya
Marketing

Centro Department Store

Sales
Solano, Nueva Vizcaya
Representative
Secosana Bags
Cashier Expressions Stationery Shop
Savemore Bayombong, Nueva Vizcaya
 81

Trainings and Seminars Attended

 SAS Webinar Series 7: “Mare, ‘Tol, anong latest?” HIV AID Awareness and
Cybercrime & Data Privacy (June 30, 2022)
 OJT Orientation cum Seminar on Job Application 101: Presenting Your Best
Foot Forward (January 13, 2023)

Researches

2023 Feasibility Study of Mr. Rabbit Restaurant

(Ongoing)
2023 Factors Affecting the Online Buying Behavior of the College of Business
Education Students Toward Determining Online Business Best Practices
(Ongoing)

Factors Affecting the Online Buying Behavior of the College of Business

Education Students Toward Determining Online Business Best Practices
 82

Curriculum Vitae

JENNY ROSE DORONIO CORPUZ

Home Address: Purok 1, Calitlitan, Aritao, Nueva Vizcaya
E-mail Address: corpuzjennyrose09@gmail.com
Mobile Number: 09070533769

Personal Data

Name: Jenny Rose Doronio Corpuz

Sex: Female
Birth date: June 09, 1999
Birthplace: Aritao, Nueva Vizcaya
Civil Status: Single
Religion: Catholic
Citizenship: Filipino
Language/Dialect: Filipino, Ilocano
Height: 5’2
Weight: 40 kls.
Father’s Name: Rolando H. Corpuz Sr.
Mother’s Name: Marissa D. Corpuz

Educational Attainment

Tertiary NUEVA VIZCAYA STATE UNIVERSITY-

BAYOMBONG CAMPUS
Bachelor of Science in Business Administration
Major in Financial Management
Bayombong, Nueva Vizcaya
2019-2023
 83

Secondary ARITAO NATIONAL HIGH SCHOOL

Aritao, Nueva Vizcaya
2011-2015

Primary CALITLITAN ELEMENTARY SCHOOL

Aritao, Nueva Vizcaya
2005-2011

Work Experience

RDA STORE
Sales Personnel
Bayombong, Nueva Vizcaya

Organization/ Membership/ Affiliation

Member Junior Financial Executives

Junior Confederation of Finance Association-Philippines
Member
South Luzon Chapter

Trainings and Seminars Attended

 Sabatan Entrepreneurs’ Bootcamp 1.0 (November 2-5, 2021)

Researches

2023 Factors Affecting the Online Buying Behavior of the College of Business
(Ongoing) Education Students Toward Determining Online Business Best Practices
 84

Curriculum Vitae

MELLYN MERCADO LUGTU

Home Address: Purok 2, Abinganan, Bambang, Nueva Vizcaya
E-mail Address: lugtumellyn.bsba.2f@gmail.com
Mobile Number: 09485149083

Personal Data

Name: Mellyn Mercado Lugtu

Sex: Female
Birth date: April 25, 2000
Birthplace: Abinganan, Bambang, Nueva Vizcaya
Civil Status: Single
Religion: Union Espiritista Cristiana de Filipinas Inc.
Citizenship: Filipino
Language/Dialect: Filipino, English, Iloco
Height: 5’2
Weight: 45 kls.
Father’s Name: Melvin G. Lugtu
Mother’s Name: Ludilyn M. Lugtu

Educational Attainment

Tertiary NUEVA VIZCAYA STATE UNIVERSITY- BAYOMBONG

CAMPUS
Bachelor of Science in Business Administration
Major in Financial Management
Bayombong, Nueva Vizcaya
2019-2023
 85

Secondary PLT COLLEGE INC.

(Science Technology Engineering Mathematics Strand)
(Senior High School)
Bayombong, Nueva Vizcaya
2017-2019
WITH HONORS

BAMBANG NATIONAL HIGH SCHOOL

Bambang, Nueva Vizcaya
2013-2019
(Junior High School) WITH HONORS

Primary ABINGANAN ELEMENTARY SCHOOL

Bambang, Nueva Vizcaya
2007-2013
SALUTATORIAN

Work Experience

Barangay Abinganan
SK Kagawad Bambang, Nueva Vizcaya
July 2018 – October 2021
Barangay Abinganan
SK Chairman Bambang, Nueva Vizcaya
November 2021 - present

Organization/ Membership/ Affiliation

Supreme Pupil Government of Abinganan Elementary

President
School (S.Y. 2012-2013)
Member Junior Financial Executives
Junior Confederation of Finance Association-Philippines
Member
South Luzon Chapter
 86

Trainings and Seminars Attended

 Sangguniang Kabataan Mandatory Training (July 2018)

 Sabatan Entrepreneurs’ Bootcamp 1.0 (November 2-5, 2021)
 Blockchain Technology and its Impact on the Assurance Profession
(November 14, 2021)
 Philippine Startup Week 2021 (November 15-19, 2021)
 SAS Webinar Series 1: “Mare, ‘Tol, anong latest?” (Mental Health and
Financial Literacy) (March 29, 2022)
 SAS Webinar Series 5: “Mare, ‘Tol, anong latest?” (Drug Abuse,
Prevention & Control and Personal Financial Literacy) June 28, 2022
 SAS Webinar Series 6: “Mare, ‘Tol, anong latest?” Republic Act 9442 and
SOGIE Education (June 29, 2022)
 SAS Webinar Series 7: “Mare, ‘Tol, anong latest?” HIV AID Awareness
and Cybercrime & Data Privacy (June 30, 2022)
 2nd Liga ng mga Barangay Regional Congress (July 7-9, 2022)
 Finance Leaders’ Conference 2022: Achieving Success Through
Sustainability Leadership (November 20, 2022)
 Virtual Internship Fair 2023: Career Advancement towards Sustainable
Success (January 08, 2023)
 CAP3Able BARANGAY: Capacitation on the Procurement Process, Planning
and Budgeting for LGU Efficiency and Effectiveness for the Barangays of
Bambang (February 6-8, 2023)

Researches

2017 Effect of Goat Manure and Carabao Manure on the Growth of Eggplant
2023 Factors Affecting the Online Buying Behavior of the College of Business
(Ongoing) Education Students Toward Determining Online Business Best Practices
 87

Curriculum Vitae

NICOLE JOY MEDIOS

Home Address: Purok 6, Baliling, Santa Fe, Nueva Vizcaya
E-mail Address: imnicolemedios@gmail.com
Mobile Number: 09382966921

Personal Data

Name: Nicole Joy Medios

Sex: Female
Birth date: March 23, 2001
Birthplace: Tuguegarao City, Cagayan
Civil Status: Single
Religion: Born Again
Citizenship: Filipino
Language/Dialect: Filipino, English
Height: 5’3
Weight: 69 kls.
Father’s Name: Noel T. Taguiam
Mother’s Name: Elizabeth O. Medios

Educational Attainment

Tertiary NUEVA VIZCAYA STATE UNIVERSITY-

BAYOMBONG CAMPUS
Bachelor of Science in Business Administration
 88

Major in Financial Management

Bayombong, Nueva Vizcaya
2019-2023
Secondary SANTA FE NATIONAL HIGH SCHOOL
(Senior High School) (General Academic Strand)
Santa Fe, Nueva Vizcaya
2017-2019
WITH HONORS

(Junior High School) SANTA FE NATIONAL HIGH SCHOOL

Santa Fe, Nueva Vizcaya
2013-2017
Primary ARITAO CENTRAL SCHOOL
Aritao, Nueva Vizcaya
2011-2013

TUGUEGARAO NORTHEAST CENTRAL SCHOOL

Tuguegarao City, Cagayan
2007-2011

Organization/ Membership/ Affiliation

Member Junior Financial Executives

Junior Confederation of Finance Association-Philippines
Member
South Luzon Chapter
 89

Trainings and Seminars Attended

Barangay Hall of Baliling

Work Immersion
Santa Fe, Nueva Vizcaya

Summer Job Local Government Unit of Santa Fe

(SPES) Santa Fe, Nueva Vizcaya

Researches

2018 Effect of Broken Family on Behavioral Performance among Students of

Senior High School
2023 Factors Affecting the Online Buying Behavior of the College of Business
(Ongoing) Education Students Toward Determining Online Business Best Practices