Lyceum-Northwestern University Senior High School

"FACTORS INFLUENCING THE DECISIONS OF SENIOR HIGH SCHOOL

STUDENTS TO BUY THROUGH E-COMMERCE IN THIS

NEW EMERGING ECONOMY"

A Research Presented to the Faculty of SENIOR HIGH SCHOOL

Lyceum-Northwestern University

Dagupan City

In Partial Fulfillment of the Requirements

for the Subject Daily Research I

Submitted by:

Zulueta, Jonarry B.

Resuello, Jian Alecsa

Palma, Stephanie

Diolazo, Katrina

Franco, Aaron

Namoca, Justine

Ancheta, Gerard

Feb. 15, 2023

 Lyceum-Northwestern University Senior High School

APPROVAL SHEET

This Research entitled “FACTORS INFLUENCING THE DECISIONS OF

GRADE 12 STUDENTS TO BUY THROUGH E-COMMERCE IN THIS NEW EMERGING

ECONOMY,” prepared by: Zulueta, Jonarry B., Resuello, Jian

Alecsa, Palma, Stephanie, Diolazo, Katrina, Franco, Aaron,

Namoca, Justine, Ancheta, Gerard in partial fulfillment of the

requirements for the subject Daily Research I, has been examined

and approved by the Committee for Oral Examination.

Date Signed

Adviser:

Examiners:

Accepted and approved in partial fulfillment of the requirements

for the subject Daily Research I.

Date Signed

Dr. MA. MARTHA MANETTE A. MADRID ___________

Principal, Senior High School

 Lyceum-Northwestern University Senior High School

ACKNOWLEDGMENT

We would like to acknowledge and give our warmest thanks to

our panel Ma’am Marilou Cayabyab and Ma’am Milane Juguilon who

made this work possible. Their guidance and advice carried our

group through all the stages of writing our project. I would

also like to thank my members for letting our defense to be an

enjoyable moment.

And finally, I would like to thank God, for letting me through

all the difficulties, i have experienced your guidance day by

day. You are the one who let my members finish this defense. I

will keep on trusting you.

The Researchers
 Lyceum-Northwestern University Senior High School

ABSTRACT

The marketing industry is implementing different types of

strategy as we go through the most effective way which is e-

commerce as it was highly used during the pandemic. This study

conducted information about what influences buyers’ decisions

that are too authentic or too risky. The dominant explanation

for this strategy is the increased e-commerce population.

Previous research has primarily relied on a cross-sectional

survey of senior high school students and had some web-based

information. We used data from the survey that forms the result

of serious problems as the statistical analysis come up with

4.00 results. Concluded to what has often been assumed, the rise

of e-commerce and its contribution to marketing is largely

attributable to changes in purchasing products online.

 Lyceum-Northwestern University Senior High School

TABLE OF CONTENTS

Page

TITLE PAGE ......................................... 1

APPROVAL ........................................... 2

ACKNOWLEDGMENT ..................................... 4

ABSTRACT ........................................... 5

CHAPTER 1: INTRODUCTION

Rationale And Background of The Study ........... 9

Statement of the Problem ........................ 10

Significance of the Study ....................... 11

Scope and Delimitation .......................... 12

Review of Related Literature .................... 15

Theoretical Framework ........................... 16

Conceptual Framework............................. 17

Definition of Terms ............................. 18

CHAPTER 2: METHODOLOGY

Research Design ................................. 20

Population and Locale of the Study .............. 21

Data Gathering Instrument ....................... 22

Data Gathering Procedure ........................ 23

Statistical Treatment of Data ................... 24

 Lyceum-Northwestern University Senior High School

CHAPTER 3: RESULTS AND DISCUSSIONS

Results and Discussions ........................ 25

CHAPTER 4: SUMMARY, CONCLUSION, AND RECOMMENDATIONS

Summary ........................................ 26

Conclusion ..................................... 27

Recommendations ................................ 28

BIBLIOGRAPHY ...................................... 29

APPENDICES ........................................ 32

A. Letter to the Principal ..................... 35

B. Letter to the Respondents ................... 36

C. Questionnaire ............................... 37

D. CURRICULUM VITAE ............................ 40

 Lyceum-Northwestern University Senior High School

CHAPTER I

THE PROBLEM

Background and Rationale of the Study

Online shopping is a phenomenon gaining greater

prominence and a rapidly developing process, which is becoming

an integral part and future of consumers’ life. Therefore,

inevitably our future is related to everything that is able to

facilitate our lives, allows quick transition and implementation

of innovative solutions, saves time and money, and offers

maximum benefits. Latest future ends of online shopping

highlight price and promotion sensitivity; trust and social

interaction (those factors are positively related to the

intention to shop online), and dynamic pricing practiced by

sellers in response to segment and individual-level differences.

Mentioned future trends can be defined as the most important

motivations for shopping online.

The E-commerce model becomes a dominant reality and

choosing an electronic business model allows to increase

business efficiency and create a new trade channel with an

easier and more targeted reach of the relevant consumer groups,

 Lyceum-Northwestern University Senior High School

also to set a foundation for new products and services. A new

wind of innovations changes will continue changing consumption

patterns.

Thus, understating what influences online shopping and

what kind of e-consumer behavior stimulates online shopping

decisions are the key tools of competition in a virtual space.

Understanding consumers and factors affecting their online

shopping behavior are widely studied from various scientific

angles, which can help establish the main factors thereof. It

also influences a number of other phenomena, such as the

country’s level of development, generation, traditions, etc.

According to Park, Chung, and Rutherford (2011), e-

vendors providing this kind of contact alternatives to their

consumers are assessed as having so-called e-contact centers.

When comparing e-contact centers to traditional ones, they

provide a broader focus including comparable and expanded

services, all provided without face-to-face consumer interaction

(Park et al. 2015; Park, Chung, and Rutherford, 2011). Further

on, e-contact centers enhance the relationship between e-vendors

and e-consumers by providing social values and quality

interpersonal service to consumers, which are of great strategic

importance for e-vendors in building consumer e-loyalty and

trust (Park et al. 2011).

 Lyceum-Northwestern University Senior High School

Social media has emerged as a crucial tool for companies

in a growing number of their value chain activities. It is

according to Aichner and Jacob (2015), not only an optional

element in the promotional mix but a mandatory element within a

companies’ marketing strategy. In January 2014, Facebook.com was

the largest global social network with approximately 1.2 billion

active users monthly and an annual growth rate of 18 percent.

According to Aichner and Jacob (2015), 728 million of Facebook’s

registered users log in to their accounts every day in order to:

post; comment; share; and like activities. These figures confirm

the ongoing success story of online social networks and social

media.

According to Aichner and Jacob (2015), social media are

web-based applications and interactive platforms that facilitate

the discussion, creation, modification, and exchange of user-

generated content. Social media is not only limited to social

networks like Facebook but includes a total amount of thirteen

The reasons why consumers choose online shopping are

also studied from the point of view of various aspects. This

means that business developers, who can quickly grasp and

understand consumer behavior and factors influencing their

shopping habits, will have an opportunity to attract more

consumers, stabilize their position on the market and increase

 Lyceum-Northwestern University Senior High School

revenue. Moreover, online technological progress caused a

remarkable growth of online trade and improved the level of web

interaction: a possibility of online communication, posting and

searching for information, and sharing experiences on social

networks, as a consequence of consumers’ expectations of an

equivalent response for online shopping.

Statement of the Problem

This study aims to determine the effects of e-commerce

buying on the marketing decisions/strategies of senior high

school students consuming in e-markets.

1. What is the demographic profile of the selected senior

high school students of Lyceum Northwestern University.

a. Age

b. Gender

c. Strand

2. What are the advantages and disadvantages of buying

online.

3. What are the effects of buying through e-commerce in

actual markets.

4. Factors of e-markets that affects consumers

Significance of the Study

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This study, when successfully conducted and completed,

will benefit the following:

The students. This study about buying through e-commerce

of students will help them know a lot about e-markets in the new

emerging economy as they were the most beneficial in this

generation. The students can gain additional knowledge about how

businesses work through e-markets.

Future Researchers. Future researchers can benefit from

this study by using it as a reference for more studies in the

future.

Scope and Delimitation

This study focuses on how senior high school students buying

through e-commerce affects their decisions as it was widely used

in this generation.

Definition of Terms

The following are defined for better understanding and

clear interpretations:

• E-commerce- also known as electronic commerce or internet

commerce, refers to buying and selling goods or services

using the internet and transferring money and data to

execute these transactions.

 Lyceum-Northwestern University Senior High School

• Emerging- newly created or noticed and growing in strength

or popularity.

• Economy- the wealth and resources of a country or region,

especially in terms of the production and consumption of

goods and services.

• Influencing- "to affect or change someone or something in

an indirect but usually important way."

• Factors- a circumstance, fact, or influence that

contributes to a result or outcome.

• Phenomena- a fact or situation that is observed to exist or

happen, especially one whose cause or explanation is in

question.

Review of Related Literature

Theoretical Framework

This study examined only in general terms and thus

findings are not necessarily applicable to particular e-commerce

stores. Practical implications reflect on attributes and factors

identified by this study. It could help website developers and

owners of electronic shops. They might have to change their e-

 Lyceum-Northwestern University Senior High School

business development strategies by focusing on consumers and

creating possibilities to make purchases in a convenient, safe,

and quick manner, and this way create added value and benefits

for the consumers. Electronic shops should invest in further

research on understanding consumer behavior, future

technologies, and possible changes.

Conceptual Framework

According to Macharis Luther (2014), the importance of

logistics within e-commerce has largely increased among

consumers shopping online, mainly due to a globalizing market

and technological innovation. Further on, Singh (2014)

highlights that well-developed e-logistics will lead to benefits

in improving e-consumer satisfaction and willingness to

purchase.
 Lyceum-Northwestern University Senior High School

FACTORS INFLUENCING THE DECISIONS OF SENIOR HIGH SCHOOL STUDENTS

TO BUY THROUGH E-COMMERCE IN THIS NEW EMERGING ECONOMY

INPUT PROCESS OUTPUT

The profile of the

students along: Ways or measures
to be suggested to
a. Age; prevent students
b. Gender; - Survey
- Questionnaires from the
c. Strand; disadvantages of e-
commerce
Factors of buying consuming.
through e-commerce
in Senior High School
students.

Figure I

Figure 1. of this study contains an input, process, and output

in which the input contains the information needed to be

gathered, the process contains the process used to gather data

which is the survey questionnaires, and the output.

 Lyceum-Northwestern University Senior High School

CHAPTER II

METHODOLOGY

This chapter presents the research design, sources of

data, instrumentation and data collection, and tools for data

analysis relative to the different sub-problems raised in the

study.

Research Design

The study used a descriptive quantitative research

design to compare and determine the factors influencing the

decisions of Senior High school students to buy through e-

commerce in this new emerging economy to the Senior High school

students of Lyceum-Northwestern university. The research design

was chosen to determine if the Senior High School students at

Lyceum-Northwestern University are comfortable buying products

online by conducting survey questionnaires through Face-to-Face

surveying.

Population and Locale of the Study

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Table 1

Distribution of Respondents

Strand # Of respondents

STEM 28

ABM 6

HUMSS 16

TOTAL 50

Data Gathering Instrument

In this study, the instruments used to have the given

information are survey questionnaires given by the researchers

to gather all the necessary data needed to answer the problems

in the study.

The factors that affect consumer online shopping have

been disclosed through quantitative research by analyzing data

collected via a web‐based questionnaire survey. The sample

consisted of 50 respondents of senior high school students

consumers who were purchasing online.

Data Gathering Procedure

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Statistical Treatment of Data

Responses were gathered and treated with the appropriate

statistical tools. To answer sub-problem 1, on the …. the

researcher employed frequency count and percentage in order to

identify the figure for each concern. The formula is:

P = __ƒ__ x 100

where:

P = percentage

ƒ = frequencies

n = total number of respondents

To answer sub-problem 2, on the …, the average weighted

mean was used. The formula is:

AWM = ∑ƒx

Where:

AWM = average weighted mean

ƒx = distribution of frequencies

n = total number of respondents

Below is the interpretation using the descriptive

equivalent on reliability.
 Lyceum-Northwestern University Senior High School

Scale Statistical Range Descriptive Equivalent (D.E.)

5 4.21 – 5.00 Strongly Agree

4 3.41 – 4.20 Agree

3 2.61 – 3.40 Neutral

2 1.81 – 2.60 Disagree

1 1.00 – 1.80 Strongly Disagree

 Lyceum-Northwestern University Senior High School

CHAPTER III

RESULTS AND DISCUSSIONS

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the summary of findings,

interpretation, and results of the data, the analysis of data

gathered along the different sub-problems raised in this study

RESPONDENT'S GENDER

The Pie Chart indicates that the survey questionnaires

that were provided were answered by 30 females which contain 60%

of the respondents, 19 male 38%, and 1 respondent is LGBTQ+

which contains the remaining 2%.

RESPONDENT’S STRAND
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SHS GRADE LEVEL Of RESPONDENTS

The graphics indicate the results of compounding

respondents’ level of grade, which says the majority of

respondents were grade 11 students that have the 58%, and the

remaining 42% were grade 12 students who responded.

AGE OF RESPONDENTS
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The Pie Chart shows the percentage of the results of age

for each student who responded. 17 years old Students were the

majority that has the 56%, followed by the percentage of

students with the age 16 that has 30%, also 12 % for students

that are 18 years old, and lastly 2% for 1 respondent with an

age of 19

1 2 3 4 5 Total WM D.E

#1 3 2 69 64 35 174 3.48 S

#2 3 2 54 72 50 183 3.66 S

#3 3 0 33 76 83 200 4 S

#4 3 10 57 68 30 172 3.44 S

#5 2 22 81 36 5 156 3.12 MS

#6 4 10 87 44 5 156 3.12 MS

STATISTICAL ANALYSIS (SOP #2)

The table shows the results of statistical analysis for

SOP #2 which came up with the highest number of results has a

4.00 weighted mean and has 3.12 results as its lowest.

 Lyceum-Northwestern University Senior High School

1 2 3 4 5 WM D.E

#1 4 42 66 60 40 3.44 S

#2 3 4 54 80 35 3.52 S

#3 3 4 51 66 65 3.66 S

#4 3 12 69 60 15 32 S

#5 2 6 57 64 50 3.58 S

STATISTICAL ANALYSIS (SOP #3)

The statistical analysis for the effects of buying

through e-commerce came up with the highest results containing a

3.66 weighted mean, and for its lowest resulting weighted mean

is 3.2.
 Lyceum-Northwestern University Senior High School

CHAPTER IV

SUMMARY, CONCLUSION, AND RECOMMENDATIONS

This presents the summary of findings, the conclusions

drawn based from the findings, and the recommendations offered.

SUMMARY

This article aims to acquire an overview of the factors

that influence consumers’ decision-making to shop online and

envisage future perspectives of e-commerce. There is a set of

shopping online decision factors which should be taken into

consideration. This article focuses on highlighting four

factors’ groups such as customer satisfaction, operational,

logistic, and technological factors, which are proposed in the

conceptual framework. This research utilizes quantitative

methods to test the conceptual framework of consumers’ online

shopping decisions. Research design is based on a two-step

research process. The first stage reveals the factors, which

influence the choice of consumers shopping online decision

according to demographic-social factors. Factors are detailed by

the application of a qualitative study and the organization of

an online survey.
 Lyceum-Northwestern University Senior High School

CONCLUSION

This study may be valuable for online retailers, as it

will help them to attract consumers and enable them to better

form their e-marketing strategies allowing them to understand

the consumers’ changing needs and lifestyles as well as to

attract them with regard to their online shopping experience.

The purpose of this study is to acquire an overview of

the factors, which influence consumers’ decision-making to shop

online and envisage future perspectives of e-commerce. There is

a set of shopping online decision factors which should be taken

into consideration. This article focuses on highlighting four

factors’ groups such as customer satisfaction, operational,

logistic, and technological factors, which are proposed in the

conceptual framework. This research utilizes quantitative

methods to test the conceptual framework of consumers’ online

shopping decisions. Research design is based on a two-step

research process. The first stage reveals the factors, which

influence the choice of consumers shopping online decision

according to demographic-social factors. Factors are detailed by

the application of a quantitative study and the organization of

an online survey.
 Lyceum-Northwestern University Senior High School

RECOMMENDATIONS

This study attributes identified by this study could

help e-business developers to form their marketing strategy and

identify and remove the main obstacles to creating a highly

convenient online shopping service for customers. Online stores

can devote valuable corporate resources to better mapping online

consumers’ behavior, future technologies, and developments.

 Lyceum-Northwestern University Senior High School

BIBLIOGRAPHY

https://journals.researchsynergypress.com/index.php/ijebce/artic

le/view/424

https://www.mdpi.com/0718-1876/16/6/125/htm

https://www.investopedia.com/terms/e/ecommerce.asp

https://www.techtarget.com/searchcio/definition/e-commerce?amp=1

https://www.philstar.com/business/2022/11/06/2221739/e-commerce-

vital-tool-economic-development-dti/amp/
Lyceum-Northwestern University Senior High School

Appendix A

Letter to the Principal

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Appendix B

Letter to the Respondents

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Appendix C

Questionnaire

Name (optional): _____________________ Gender: _________

Age: ________ Grade: __________ Strand: ____________

Instructions: Please read carefully and kindly check the box for

your answer.

What are the products you mostly purchase online?

□ Food

□ Household Supplies

□ Personal care products

□ Clothes

□ Techno Devices

□ Other/s: _____________________

What Mode of Payment do you usually use?

□ Cash on Delivery

□ Debit/Credit Card

□ Wire Transfer

How often do you purchase online?

 Lyceum-Northwestern University Senior High School

□ Always

□ Sometimes

□ Never

Do the products/services you purchase online satisfy your

expectations over what you see physically?

□ Yes

□ No

□ Sometimes

1. Was purchasing through e-commerce a more efficient way of

buying?

□ Yes

□ No

2. Do you agree that buying through e-commerce is affecting our

buying strategies?

□ Yes

□ No

Instructions: Please read carefully and kindly check the

corresponding box for your answer.

 Lyceum-Northwestern University Senior High School

(Please Select the number that best represents you, on a scale

of 1 being you strongly disagree, and 5 being you strongly

agree.)

3. What are the advantages and disadvantages of buying online?

1 5
2 3 4
(Strongly (Strongly
(Disagree) (Neutral) (Agree)
Disagree) Agree)
E-commerce is a

good way of

purchasing

products and

services.

E-commerce is an

alternative way of

buying.

Social media has a

big contribution

to e-commerce.

E-commerce lessens

your actions on

buying.

Details of

products in online
 Lyceum-Northwestern University Senior High School

stores are to be

trusted.

Buying through e-

commerce satisfies

your expectations.
 Lyceum-Northwestern University Senior High School

Appendix D

Curriculum Vitae

Jonarry B. Zulueta

Date of Birth:

Address:

Nationality:

Email: [email protected]

EDUCATIONAL BACKGROUND

Senior High school

Strand Taken

Name of School (Years attended)

Address of School

Junior High School

Name of School (Years attended)

Address of School

Elementary

Name of School (Years attended)

Address of School

SKILLS