QUALITATIVE RESEARCH
Effectiveness of Online Shops
Stephanie F. Aso
Ayra Mae T. Pelenio
MAdysone Y. Balongcas
Jelan Kate L. Niegas
Marial Esabel C. Ariston
Saint Columban College-Senior High School Department
We have adhered to school policy regarding academic honesty in completing this task.
Submitted to:
CPA, Mr. Carl C. Fuerzas on behalf of the Faculty of Saint Columban College in partial fulfillment of the school
requirements for the Accountancy, Business, and Management.
Second Semester SY. 2019-2020
QUALITATIVE RESEARCH
Table of Contents
Page
Introduction -------------------------------------------------------------------------------------------------------------------------3
Statement of the Problem------------------------------------------------------------------------------------------------3
Purpose of the Study-----------------------------------------------------------------------------------------------------4
Significance of the study------------------------------------------------------------------------------------------------4
Theory or Theoretical Perspective-------------------------------------------------------------------------------------5
Research Method---------------------------------------------------------------------------------------------------------5
Definition of Key Terms------------------------------------------------------------------------------------------------6
Delimitations-------------------------------------------------------------------------------------------------------------6
Limitations of the Study------------------------------------------------------------------------------------------------6
Summary-----------------------------------------------------------------------------------------------------------------6
Literature Review-----------------------------------------------------------------------------------------------------------------6
Sections------------------------------------------------------------------------------------------------------------------
Subject of the Case Study---------------------------------------------------------------------------------------------
Review of Related Research------------------------------------------------------------------------------------------
Theoretical Construct--------------------------------------------------------------------------------------------------
Summary----------------------------------------------------------------------------------------------------------------
Research Methodology-----------------------------------------------------------------------------------------------------------
Research Questions
Setting
Population
Data Source
Ethical Consideration
Research Design
Intervention Protocol
Interview Instrument and Protocol
QUALITATIVE RESEARCH
Data Analysis Strategy
Summary
Findings
Participants
Data Analysis Strategy
Data Analysis and Coding
Summary
Introduction
Online shopping is a growing area of technology. Establishing a store on the Internet, allows for retailers to expand
their market and reach out to consumers who may not otherwise visit the physical store. The convenience of online shopping
is the main attraction for the consumers. Unique online payment systems offer easy and safe purchasing from other
individuals. Electronic consumers exhibit different buying behaviors such as; cart abandonment. The benefits of shopping
online also come with potential risks and dangers that consumers must be aware of. In the future, we can expect online stores
to improve their technology tremendously, allowing for an easier and a more realistic shopping experience. Online shopping
as defined by Master Card Worldwide Insights (2008) is the process of purchasing goods and services from merchants who
sell over the internet. Generally, it is also known as internet buying, electronic shopping, online purchasing or internet
shopping. Online shopping is everywhere on the Internet these days. It’s what millions, if not billions of people do as a daily,
if not hourly activity — your partner does it, your friends do it, your family does it, and so on. In order to fully understand
online shopping, we must gain a firm grasp of social shopping.
Statement of the Problem
Generally, the main problem of this study is to interact or socialize with people engaging online business because we’re
not comfortable speaking and asking questions to them or maybe they don’t have enough time to be interviewed. Also, we
don’t have the confidence because it’s our first time and we are not in the same level and age. We have the mindset that
maybe they will snob, mistreat or misunderstood us.
Purpose of the Study
Promotion of internet technology is not only useful for students seeking an assignment or referral only talk through
the social networking site. For students who want to look up to date, but did not have much free time, the online store as an
alternative to consider. The purpose of this study is to gain and share knowledge, to get more info about online shops and the
effectiveness of online shop. The study will only get more Informations of the people. We want to gain knowledge on how
the online shops gains such a profit and how they manage it effectively.
Significance of the study
The significance of the study lies on the effectiveness of online shop and a clear understanding of the information for
the customer’s satisfaction. Customer online shopping experience could help the online marketers to satisfy their needs in an
effective manner and can ensure satisfied and loyal customer base.
Theory or Theoretical Perspective
Since online shopping represents a form of new technology .The objective of the authors’ study was to develop a
reliable and valid scale to assess reseller performance from the perspective of the supplier. Selling online on Amazon is an
easy and effective way to reach millions of potential buyers. Whether you have to sell a little or sell a lot, Amazon provides
you the required tools and experience to sell online successfully.
Business is an economic activity of production and distribution of goods and services. It provides employment
opportunities in different sectors like banking, insurance, transport, industries, trade etc. it is an economic activity corned
with creation of utilities for the satisfaction of human wants. Business is not a single time activity. It is a continuous process
of production and distribution of goods and services. A single transaction of trade cannot be termed as a business. A business
should be conducted regularly in order to grow and gain regular returns. Profit is an indicator of success and failure of
business. It is the difference between income and expenses of the business. The primary goal of a business is usually to obtain
the highest possible level of profit through the production and sale of goods and services. It is a return on investment. Profit
acts as a driving force behind all business activities.
Advantages of online shop, Customers can purchase items from the comfort of their own homes or work place.
Shopping is made easier and convenient for the customer through internet. It is also easy to cancel the transactions.
Generally, in physical stores, the sales representatives try to influence the buyers to buy the product. There can be some kind
of pressure, whereas the customers are not pressurized in any way in online stores. Customers do not have to stand in queues
in cash counters to pay for the products that have been purchased by them. They can shop from their home or work place and
do not have to spend time traveling. The customers can also look for the products that are required by them by entering the
key words or using search engines. To attract customers to shop online, e-tailers and marketers offer discounts to the
customers. Due to elimination of maintenance, real-estate cost, the retailers are able to sell the products with attractive
discounts through online. Sometimes, large online shopping sites offer store comparison.
Disadvantages of online shop, Long duration and lack of proper inventory management result in delays in shipment.
Though the duration of selecting, buying and paying for an online product may not take more than 15 minutes; the delivery of
the product to customer’ s doorstep takes about 1-3 weeks. This frustrates the customer and prevents them from shopping
online. Lack of touch-feel-try creates concerns over the quality of the product on offer. Online shopping is not quite suitable
for clothes as the customers cannot try them on.
Research Method
The survey consisted of 2 multiple-choice questions and that questions will answer for the people who experience
buying through internet and which procedures they follow and the other questions will answer for those people who have an
online business. The study conducted through paper questionnaires or through personal interview.
Definitions of Key Terms
Online shopping: the action or activity of buying goods or services via the Internet.
Price: the amount of money expected, required, or given in payment for something.
Product: an article or substance that is manufactured or refined for sale
Convenience: the state of being able to proceed with something with little effort or difficulty.
Customer: a person or organization that buys goods or services from a store or business.
Consistency: conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or
fairness.
Social Proof: is the influence that the actions and attitudes of the people around us (either in real life or online) have on our
own behavior. The "proof" element is the idea that if other people are doing it (or saying it), it must be correct.
Affinity: a spontaneous or natural liking or sympathy for someone or something.
Scarcity: the state of being scarce or in short supply; shortage
Authority: the power or right to give orders, make decisions, and enforce obedience.
Consumers: a person who purchases goods and services for personal use
Delimitations
Nowadays many people prefer to shop online because of its numerous benefits. Like, you can save more time, Easy
to compare & find cheaper product, you can check feedback and rate seller, quicker to find products and no sales pressure,
often times we’re out shopping, we end up buying things that we don’t really need, all because shopkeepers pressure us or use
their selling skills to compel us to make these purchases. In \online shopping they have an affordable products and less crowd
not only are prices better, but you can save on tax as well, since online shops are only required to collect a sales tax as well if
they have a physical location in your state.
Limitations of the Study
For us researchers, we cannot comply all of the information about the online shopping. We know that online selling
or online shopping is very abundant to our country because of that we cannot get or ask all of them one by one. We can say
researchers that our country has a thousands of online seller so it’s not possible to ask all of them one by one and to discuss
their different characteristics of the different online shopping.
Summary for Introduction
Online shopping is a way of shopping that rule. The goods sold in the online store have several diversities. Today is a
big demand for goods needs of women such as clothing, bags, accessories, and cosmetics. No wonder so many are more
familiar with online shopping in a boutique online. The approach customers use to shop online has altered drastically over the
past couple of years, as a result of the numerous social networking applications endowing people to help each other in making
them the right decisions. Today web shoppers share information and their reviews on items and services through social
networking websites before deciding what they buy. People who shop online do not need to go through the hassle of visiting
the stores in person. There is no wastage of time and money.
Literature Review
Shopping online has never been so easy. With the flourishing numbers of online merchants, people nowadays have
various choices to do their shopping. With features such as price comparison, product photos and user reviews, consumers
can shop easily and smartly without even going to the stores and having such a hard time looking for the products they want.
All they have to do are just browse for the product they want in the website and within a few mouse clicks they are off. Such
simplicity is what makes online shopping appealing for consumers. This study combines factors that will influence the
consumer’s purchasing decision in online and offline stores for apparels. It includes the price attractiveness, time saving,
perceived risk, enjoyment and excitement. All of these factors will contribute to the study of customer’s purchasing intention
for apparels on both stores which includes online and offline shopping.
Sections
It’s easy. It’s quick and it’s literally a click away. That’s online shopping for you. But is it that simple? Not exactly.
There are many issues with online shopping faced by the consumers. And these challenges are not limited to fake products or
hidden costs Customers like to shop at websites that offer them convenience, are easy to browse through, aesthetically
appealing and provide relevant information. When the website is not optimized right, it leads to the case of abandoned carts,
order cancellations or returns. This is being supported by a [Link] study that while 43% of the purchases are influenced
by online information, online sales are only 9% of in-store sales. Online shopping is a form of electronic commerce which
allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Consumers find a
product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping
search engine, which displays the same product's availability and pricing at different e-retailers.
As of 2020, customers can shop online using a range of different computers and devices, including desktop
computers, laptops, tablet computers, smartphones, and smart speakers. An online shop evokes the physical analogy of
buying products or services at a regular "bricks-and-mortar" retailer or shopping center; the process is called business-to-
consumer (B2C) online shopping. When an online store is set up to enable businesses to buy from another businesses, the
process is called business-to-business (B2B) online shopping. A typical online store enables the customer to browse the firm's
range of products and services, view photos or images of the products, along with information about the product
specifications, features and prices. Online stores usually enable shoppers to use "search" features to find specific models,
brands or items. Online customers must have access to the Internet and a valid method of payment in order to complete a
transaction, such as a credit card, an Interac-enabled debit card, or a service such as PayPal. For physical products (e.g.,
paperback books or clothes), the e-tailer ships the products to the customer; for digital products, such as digital audio files of
songs or software, the e-tailer usually sends the file to the customer over the Internet.
Subject of the Case Study
We students as a researcher of this said topic wanted to know about online shops. This is modern to our country even
here in Pagadian City. We tend to buy things in online shops than in mall. We want some answers of how’s and what’s about
online shops. This case study is to seek information and give information to future researchers about this topic, Effectiveness
of online shops. To satisfy the curiosity in our minds on how they have an effective online business.
Review of Related Research
Nowadays, the rapid development of the Internet and its effect on daily life has introduced a new consumer profile
which is referred to as the 'online consumer'. Such consumers are affected by different factors and they have different
purchasing habits with respect to traditional consumers. The main goal of this paper is to depict the factors that have an
impact on consumers' online purchase intentions through an in-depth analysis of the relevant literature. After an extensive
literature review, 100 relevant articles are identified.
The factors influencing consumers' online purchase intentions, which have been examined in these selected articles,
are classified according to their similarities, and grouped under relevant categories. The study results reveal that while most
of the studies focus on the impact of consumer characteristics, and merchant and product characteristics on online purchase
intention, the impact of social media is generally underestimated in the literature. This can be attributed to the fact that this is
a recently emerged research area. The originality of our paper stems from highlighting a future research agenda for
consumers' online purchase intentions.
Theoretical Construct
Online Shops
Buyers/Sellers Way of selling Advantages/ Disadvantages Characteristics Overcome problems
Effectiveness of Online Shop
Summary
Nowadays, there are so many people all over the world who use the internet to shop for goods and services. More
than 627 million people in the world shop online. Many online shopping websites over the internet spread like virus that
broaden peoples’ choice in terms of products ranging from clothes, shoes, jewelry, electronics, and even gadgets. People are
very much likely to shop online rather than going to the malls because the items available in online are very much accessible.
Through online shopping customers have accessibility to a greater selection of products at their convenience without the
restriction of time and space.
Research Methodology
As a students, conducting this research it is not easy to get a person who engage an online business because
of what they called that people who engage business are always busy but as a researcher we tend to have a better
confidence to talk and socialize with online sellers. For us to have gained an answers for our confusions and
curiosity. This sections describes what research has done and about of our study.
As a researchers, we prepared some questions as a guide for us to interview some online sellers here in our
City or Country. We prepared lot of questions and supporting questions to be answered by the persons who engage
online selling. We researchers used to two types of design the first is the descriptive and the second is the
correlational study design. Interview is highly needed in this research. Also, observing and seeking of informations
from both sides the online sellers and online buyers. Obviously, our data came from the persons who engage online
shopping but it is limited here in Pagadian City.
These methods will a great help and guide for us in conducting this research in order for us to attain
knowledge, achieve our goal, to satisfy ourselves from confusions and curiosity and also, to share knowledge to
other people or maybe to the next researchers. We also researchers can share this to our fellow friends who engage
online shopping, who will start an online business or who will engage.
Research Questions
We will be having an interview and the answers will serve as a narrative data analysis. These are the
following questions to be ask to the persons who engage online selling.
RQ1. What are the characteristics of your business?
RQ2. How do you manage your time?
RQ3. What are you advantages and disadvantages having this online shop?
RQ4. What are your ways in attaining good profit?
RQ5. How do you overcome problems in your online shops like bogus buyer/scammers?
RQ6. Why you choose to have an online shop?
RQ7. For you, how can we have an effective business or online shop? Any advice? Suggestions?
RQ8. Do you find online shops is a good starting business? Why?
RQ9. Do you find your online shop an effective one? Why?
They will be some follow-up questions. This questions only focused on online seller because as a basis of
having an effective online shop. We will ask for reasons and answers of abouts on their business.
Setting
Nowadays, we can generally found these people engaging online business is in social media like facebook,
shoppee, lazada, Instagram, twitter and etch. Online shopping is a form of electronic commerce which allows
consumers to directly buy goods or services from a seller over the Internet using a web browser. Consumers find a
product of interest by visiting the website of the retailer directly or by searching among alternative vendors using
a shopping search engine, which displays the same product's availability and pricing at different e-retailers. As of
2020, customers can shop online using a range of different computers and devices, including desktop
computers, laptops, tablet computers, smartphones, and smart speakers. An online shop evokes the physical
analogy of buying products or services at a regular "bricks-and-mortar" retailer or shopping center; the process is
called business-to-consumer (B2C) online shopping. When an online store is set up to enable businesses to buy
from another businesses, the process is called business-to-business (B2B) online shopping. A typical online store
enables the customer to browse the firm's range of products and services, view photos or images of the products,
along with information about the product specifications, features and prices.
Population
It reveals that 71 per cent (76 million) of the country’s total population of 107.3 million people are active
Internet users. Of that number, 70 per cent have purchased a product or service online in the past month. The
majority of Filipinos who shop online and sells are between the ages of 18 to 31—members of Gen Z and
Millennials who are tech-savvy and prolific social media users. More women (12 percent) shop online than men (8
percent) do, even if fewer women have credit cards. Most Filipino online shoppers have middle-range incomes.
Data Source
We researchers didn’t have a secondary data. We only rely on our primary data, the persons who will be
interviewed. We can’t rely on some articles we found because it does not have any connection of our topic or title.
It may be about on online shops but it doesn’t talk about our topic or title.
Ethical Consideration
In our life, there is what we called boundary or gap. We researchers ask for permission before on-going our
interviews. Explaining what is the purpose of this activity. We respect their answers and some privacy of their
business. We allow ourselves to be more polite and to talk to them sincere. We prioritize that we will utilize and
use the time efficiently given by these selected persons. Also, we make sure we didn’t waste their time and ask all
of the listed questions and supporting questions. They have the right to answer according to their manners. We
didn’t force them to answer some questions that they want to keep it private.
Research Design
Conducting this research will be tough but fun. We researchers plan to have an interviews and have a
content data analysis so it is more likely a descriptive and correlational. We did this hand and hand. These research
was done by all of us. We did some assigning of some tasks to our co-researchers. We are all responsible and be
there to help to our co-researchers. We did the research in our free time. We talk to them personally as a more
comfortable and reliable.
How our interview done:
1. We will be having 8-10 selected persons who engage in online selling. Our group has a 5 members
so per member should have a two selected persons to be interviewed.
2. The interview should be done personally but first ask some permissions.
3. Ask them for an enough time to be interviewed.
4. Remember the gap between you two.
5. List down all his/her answers of every question. (Put it on a clean paper or write it on the note app
of the phone)
6. If there is more confusions, add supporting questions. (Be in a good temper.)
7. After all questions has been answered, answers should be review before ending the conversations.
8. Lastly, thank them of giving us a time to talk them personally.
9. Answers should be transfer in a clean paper.
Intervention Protocol
This intervention protocol has been created to assist all persons who engaged online shopping. I believe that
customer has a high standards and all the customers deserves to achieve their high standards because that’s what
they like. I can assure that all customer will be satisfy to our products and they will give their 100% trust because
nowadays people intended to do online shopping because its more comfortable than conventional shopping which
usually attributed with anxious, crowded and etc. I believe that it can reach my stretch goal to have all persons to
achieve or to appreciate our products. Online shopping experience can help you to prior knowledge of the market
and product involvement.
Interview Instrument and Protocol
The researcher conducted a survey or interview through personal chatting and by giving them a questions.
The questionnaires utilizes the investigation and use to know what the characteristics of their business are and it
can effect to their performances and relationship to others.
Data Analysis Strategy
Electronic commerce has grown rapidly in recent years. However, surveys of online customers continue to
indicate that many remain unsatisfied with their online purchase experiences. Clearly, more research is needed to
better understand what affects customers' evaluations of their online experiences. Through a large dataset gathered
from two online websites, this study investigates the importance of product uncertainty and retailer visibility in
customers' online purchase decisions, as well as the mitigating effects of retailer characteristics. We find that high
product uncertainty and low retailer visibility have a negative impact on customer satisfaction. However, a
retailer's service quality, website design, and pricing play important roles in mitigating the negative impact of high
product uncertainty and low retailer visibility. Specifically, service quality can mitigate the negative impacts of low
retailer visibility and high product uncertainty in online markets. Website design, on the other hand, helps to reduce
the impact of product uncertainty when experience goods are involved.
Summary
It is not easy or hard. It is challenging to us as a researcher. We seek some informations, how the process
will be done, observing their business, and interviewing them. It is where we can find persons who engage in
online business and observe their business how it goes and who are among of the persons engage in online business
we should interact with.
Findings
The online shopping is getting popular among the young generation as they feel it is more comfortable,
time saving and convenient. There are people who want to become an online seller for extra income they just look
for a good supplier and then sell their products. It is analyzed form the survey that there is a time manage, the
advantages and disadvantages and as a seller they can’t avoid the scammers or bugos buyers. Not just customers
who compare the prices , reviewing feedbacks also the online seller it is important that if you are an online seller
you have to choose the better supplier you have to decide first, review all feedbacks and ratings about the
product before making the final selection of product that you want to sell and lastly, You must know first your
supplier before you give your 100 percent.
Hence, it raises the challenges of retaining and attracting the customers for the online retailers. In order to
attain this it is important for online retailers to understand the factors that encourage the consumers to shop online.
Through internet, you can conveniently buy products and services online. In internet community, online shopping
is very popular. One advantage of online shopping is that it provides the consumers with detailed information and
multiple choices, so they can compare products and price online. The more convenience, the easier it is to find
online your desired product or service. It has been observed that online shopping provides more satisfaction to the
modern day consumers who are seeking convenience and pace. Online shopping is fast gaining huge popularity,
and this is all because of the endless innovations taking place in the field of technology. The success of an online
business is dependent on some factors, and there is no single recipe to becoming a successful online businessman.
Convenience is one of the most important keywords associated with the benefits fetched from online shopping.
Participants
From age of 17 to 30 above,among of this age group to most of the Online seller are college students or a senior
highschool students and an employed [Link] researcher selected about 10 persons to answer the questions and
mostly all of them are women.
Data Analysis Strategy
To collect information for the study from the online [Link] researchers went through the process of
understanding and knowledge of the perspective of the online [Link] will be collected through personal
[Link] answer it through personal view,opinion and perspective that talks about their business.
Data Analysis and Coding
To complete this study,the researcher will identify the ages and occupation of the persons they interviewed through
personal [Link] Data collected and opinion expressed by the online seller.
AGE GENDER OCCUPATION
17 Girl Senior High Student
30 Girl Housewife at the same time
online seller
24 Girl Housewife at the same time
online seller
20 Girl College Student
18 Girl Senior High Student
22 Girl College Student
17 Girl Senior High Student
18 Girl Senior High Student
18 Girl Senior High Student
19 Girl Senior High Student
Briefly,this survey had mostly interviewed female. They are college students, senior high students and some of
them are housewife at the same time online seller. Most participants were age 17-30.
100% that online shop an effective one and It is a good starting business specially to the young entrepreneur that
want to have a small business.
Summary
Now a days the life style of the people is different. People feel uncomfortable and time consuming for going
crowded markets. From a seller without an intermediary service over the Internet. Online stores are usually
available 24 hours a day and many consumers have internet access both at work and at home.
Online selling is a good business and the most profitable and lucrative way to make money online. Selling products
from home has been a great way to make money from the internet.
Setting up an online shop to sell your products can be a useful and profitable way doing business. It allows you to
operate without necessarily needing a traditional shop front and gives your customers more flexibility because they
can buy your products at any time of the day.
It is better that fifty pesos mark up as your profit so that the people can see that your products are the lowest price
in your town and affordable. Don’t be greedy, must constitutes a good characteristics and personality such as
interaction skills, integrity, awareness and connections of your customers.
