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Factors Influence College Students' Online Purchasing

Behavior at Christ the King College

A Research Proposal

Presented to the Faculty of the Bachelor of Science in Accountancy

Christ the King College

In Partial Fulfillment

of the Requirements for the Degree

of Bachelor of Science in Accountancy

Major Subject: Research 3

by

Baisa, Elaine V.

Edpalina, Naiven Jay G.

Isidro, Ram Joshua L.

Vidal, Andrea Florence G.

2021
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Chapter 1

THE PROBLEM

Introduction

In today‟s environment, online shopping is convenient to a hectic lifestyle.

Customer‟s shopping habits have changed dramatically during the last decade. In

the business to consumer (B2C) e-commerce cycle activity, consumers use Internet

for many reasons and purposes such as: Searching for product features, prices or

reviews, selecting products and services through Internet, placing the order, making

payments, or any other means which is then followed by delivery of the required

products through Internet, or other means and last is sales service through Internet

or other mean (Sinha, 2010).

In many developed countries, the Internet has been adopted as an important

medium, offering a wide assortment of products with 24 hour availability and wide

area coverage. Online stores and services are important sales channels in B2C

transactions. Studying online shopping behavior of consumers has been one of the

most important research agendas in e-commerce during the past decade (Chen,

2009). Although many studies examined various factors affecting online shopping

behavior independently, most of them isolated a few major factors, usually between

three and six factors (Chen, 2009). Out of the many aspects that can influence a

consumers‟ purchasing behavior, one of the most major factors is gender. Gender
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often plays a role in shopping. Between male and females there are certain

similarities and differences.

According to The Mediterranean Journal of Sciences (2017), research shows

that customers have a range of underlying motivations triggering their shopping

behaviors, but there are essentially two types of shopping motives: Utilitarian, The

conscious pursuit of an intended consequence. Essentially, meaning you‟re

shopping “to get something done”. And Hedonic, Related to intrinsic and emotional

responses. In other words, you‟re shopping because you love it. Men tend to follow a

utilitarian, more logic-based approach. You need to tell them why they should buy

your products and why it makes sense for them to purchase it. Get to the point

quickly, focus on the products, and use active statements that demonstrate value.

This study aims to verify which of the two genders are more engaged in

shopping and to establish the truth about online purchasing behaviors of the

students in Christ the King College.

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Theoretical and Conceptual Framework

When the online market is currently the comfortable platform to transact a

business, marketers have to understand their customer's tastes and preferences and

produce goods that help them satisfy their needs in the online world. Purchasing

behavior is at the core of the marketing function. Purchasing behavior consists of

actions, reactions, and responses in relation to the products bought and services

sought. This study believes that the socio-demographic profile of the customers such

as the age, sex, educational attainment and frequency when shopping online will

affect the behavior of the customers when purchasing online.

This study is anchored from the theory of Vijya (2017) that states the key

differences of Male and Female wants, motives, perspective, rationales and

consideration. Men buy, Woman shops, the process of shopping is a mission for

them. They don‟t like the process of shopping but they love having something

bought. It‟s a subtle difference but an important one. The biggest misconception is

that men shop and leave directly after buying what they want. Or need. Women on

the other hand, love shopping even when they have a deadline. Women feel pride in

their ability to get the best products for the best prices. Marketers empathize this

perception greatly by placing selective deals to offer a sense of accomplishment for

a woman's shopping experience. Men buy on immediate needs rather than waiting

for the best deals, they only buy what they need despite the deal offered.
Christ the King College Accountancy Department Page

The influence of gender upon decision-making and shopping behavior has

been a subject of special interest in the field of marketing (Hernandez et al, 2011).

Shopping is stereotypically a female activity. Females are more likely than males to

shop for specific items such as grocery and clothes, while males are in-charge of

shopping for specialized items (e.g. life insurance, cars and horse maintenance).

However, some authors indicate that this trend is gradually reducing since men are

engaging more in shopping activities, as the women on labor markets are increasing

and as their roles tend to overlap.

In addition, Mo and Wong (2012) found that gender of consumers influence

their purchase intention by moderating their level of income. It means the purchase

intention is influenced by gender. Another similar type of research was conducted by

Khan et al. (2012) and they also found that both male and female have shown the

equal knowledge about brand and purchase intention. There is no significant

difference between male and female for showing the purchase intention. Behavioral

intention of the female customers about the product is slightly higher than the male

customers. Moreover, other research has been done by Jain and Sharma (2012)

and they confirmed that there is significant difference between male and female

attitude to purchase intention. Authors agreed that the gender influence on the

purchase intention of different fast moving consumer goods. Same type of research

was conducted by Madahi and Sukati (2012) and they concluded that gender

positively affects purchase intention and the female customers significantly influence

the purchase intention.

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However, the demographic characteristic of gender was positively related to both

customer satisfaction and service quality. Nonetheless, a thorough analysis showed

that less than 16% of females were among those creating the differences. In other

words, there were no significant differences for the majority of 84% of the overall

sample, (Yannacopoulo, Manolitzas, Matsatsinis, & Grigoroudis, 2014).

These findings agreed with Bigne et al., (2005) and Petnji et al., (2012) who argued

that the use of the internet is becoming growingly widespread and online consumers

are becoming more and more knowledgeable.

The age of the customers is considered in this study. A study by Padmanabh,

Jeevanandha and Jose (2016) found that while purchasing household items online,

women with age group (36-55 yrs) are decision makers, but they were reluctant to

purchase and so their concerns need to be addressed. This stresses the need to

study demographics influence on online purchase intention. Furthermore, Yun Wan

(2011) studied whether the impact of Age differs across various types of goods and

the study focused on Influence of Age & Shopping Experience on classification of

search, experience and credence goods. It was identified that age of the consumer

and web shopping experience are significant factors.

However, educational attainment also shows part as a factor that affects the

online purchasing behavior of customers. Some studies concluded that education is

one of the key factors among demographic variables. More educated people are

more likely to purchase online (Girard & Silverblatt, 2003; Gong & Maddox, 2011;

Punj, 2011; Thamizhvanan & Xavier, 2013). Relating to booking an online travel,
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higher the education & income, it is more likely that the consumer uses online for

booking train tickets. It was identified to have six times likelihood to book train tickets

online if the highest qualification is Post Graduation (Koundinya,2017).

Independent Variable Dependent Variable

Participants Profile  Attitude

 Sex  Customer
 Age Satisfaction
 Frequency of  Availability
Figure 1 - Schematic Presentation of the Interplay of Variables of the Study
shopping of product
Statement ofonline
the Problem

This study aims to investigate the purchasing behavior of the College students in

Christ the King College based on their sex, age, educational attainment and

frequency of online purchases. The study aims to answer the following questions:

1. What is the socio-demographic profile of the participants in terms of:

 Sex

 Age

 Frequency of online purchases

2. What factors influence college students' online buying behavior?

3. Is there a significant difference in the factors influence college students in their

online buying behavior when they are grouped according to their profile?
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Hypothesis

The hypothesis that is considered in this study:

H0: There is no significant difference in the factors affecting college students in

online purchasing behavior when they are grouped according to their profile.

Significance of the study

The main purpose of this study is to give information about the purchasing

behavior of the college students in Christ the King College. This study will help the

following: Business Related College Students, Business Related Professors, Young

Entrepreneurs, Business owners and future researchers.

For Business Related College Students. This study will help them identify the

different purchasing behavior of our economy based on gender and weekly

allowances. Since they are in the business field; this study will give them further

insight about their purchasing behavior of their future target market.

For Business Related Professors. This study will help them sustain their

knowledge about the purchasing behavior of our economy based on gender and this

will also help them explain and elaborate well the purchasing behavior to their

students.

For the Young Entrepreneurs. This study will help them distinguish the different

purchasing behavior of their consumers as they introduce their product to the

market.
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For the Business Owners. Businesses have to keep in mind which gender they are

targeting. By considering the distinct difference between male and female shoppers,

the business owner will effectively enhance customer engagement, conversion and

loyalty.

Future Researchers. The result of this study will serve as a basis for further study

on the purchasing behavior based on sex, age, educational attainment and

frequency online shopping.

Scope and Limitation of the Study

This study was focused to assess and analyze the purchasing behavior of

College students in Christ the King College based on their sex, age, educational

attainment and frequency of online purchases. The research instrument used in this

study is the researcher-made-online survey questionnaire with a 25 item test.

Definition of Terms

It is said that the socio-demographic profile of the customers will affect the

purchasing behavior when shopping in an online market. This study helps the online

business owners to be knowledgeable about their customers. To further more

understand about the contents of this research paper, here are some keywords to

help you out:

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Purchasing Behavior - The sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumers behavior in the market place

when purchasing a product or service.

Shopping - The action or activity of purchasing goods from stores.

Customer Satisfaction - A metric for determining consumer satisfaction with a

company's products, services, and capabilities

Availability of Product - Not having products available 100 percent of the time, but

having items available when the client needs them

Perceived Risk- the uneasiness that a buyer feels when purchasing products,

particularly those that are pricey, such as cars, houses, and computers. Every time a

consumer considers purchasing a thing, he or she has reservations about it,

particularly if the product is expensive.

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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature and studies that have

direct and indirect relation to the variables under investigation.

The act of purchasing items through the internet without the use of a mediator

is known as online shopping (Sunitha & Gnanadhas, 2014). Customers are lured to

shop online since it saves them time by eliminating the need to visit physical stores.

Shoppers can browse web retailers from the comfort of their own homes and shop

while sitting in front of their computers or even on their mobile phones. Online stores

are typically open 24 hours a day, and many consumers have access to the internet

at both work and home. One of the most appealing aspects of online shopping is

that during the holiday season, shoppers do not have to stand in a big line only to

pay for an item they have ordered. As a result, the inconvenience of waiting and

selecting is reduced or removed totally (Sunitha & Gnanadhas, 2014).

According to Thangavel (2015), customers can buy online for products that

aren't available in stores, and some items aren't even available in stores.

Furthermore, Vaidya (2017) also referred to online shopping as e-commerce, in

which clients use the internet to place orders for products. Customers must use the

internet to participate in this activity, so more firms are investing in this platform

these days. The result of the study of Vaidya (2017) showed that younger
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generations (college students) shop online. These students usually purchase

electronic items and clothes online and they use shopping applications to shop.

Online shopping, according to Bashir, Mehboob, and Bhatti (2015), is a common

method of purchasing within the internet community, whether it be for clothes,

electronics, or pets. With each passing day, the internet buying trend grows in

popularity. Hundreds of websites and applications are built and launched each year

to meet the increased need for convenient shopping as a result of this expanding

trend.

Also, out of the many aspects that can influence a customer‟s decision-

making behavior, one of the major factors is gender. Men and women approach

shopping with different motives, perspectives, rationales, and considerations. There

is a decade worth of scientific research on this subject, which shows that there are

observable differences in how men and women behave as shoppers. It‟s clear, men

and women think differently about shopping and will approach the act of shopping

online in different ways.

Consumer behavior tells us what the needs of consumers are. It identifies

simple but powerful facts about buying behavior -who buys, what they buy, and how

do they buy. The results give us amazing insights into what a customer's thinking

process is and how they differ across different background variables. Demographic

and higher disposable income in urban buyers has created a paradigm shift in

buying behavior. Ever increasing competition and availability of various options has

made marketers understand various factors which are influencing the demand for
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Hosiery products. Consumer personal traits and perception, personality and

motivation are some factors whereas external influencing sources are family social

cultural and regional factors. There are three steps viz. before buying, during making

the purchase decision and after buying. Before buying, steps may be affected by

brands, social status, individual, educational qualification, monthly income etc.

During making the purchase may be impacted by aspects such as price, packaging

review, value price and comparison with other brands, etc. Marketer should be vice

in selecting advertising instruments as it has a lasting impact of customer mind

creating brand awareness and emotional touch are key factors. Repeated purchase

of the same brand is brand loyalty whereas switch over might be an indication for a

change in behavior of the consumer.

Many studies conducted in the past have explored the influence of age on

consumer online shopping behavior. According to Gong, Stump and Maddox (2013),

there is resemblance in online purchasing objectives for men and women buyers,

the younger age customers have stronger objectives to purchase online in contrast

to older aged customers. Hernández, Jiménez and José Martín (2011) specified that

once online shoppers have acquired experience with the online shopping channel,

then age, gender and income have no significant influence in the explanation of the

behavior of online shoppers. According to Mathew (2015), Consumers who belong

to the age group of 20-22 years shop online more often when compared to

consumers of other age groups regarding the purchase of apparel. Lian and Yen

(2014) specified that performance expectation and social influence are the major
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driving forces for older adults to shop online. Value, risk, and tradition are the major

barriers for older adults to shop online. Compared to older adult consumers of online

shopping, younger online shoppers have considerably higher drivers and lower

barriers to purchase online. When compared to young consumers of online

shopping, older adults encounter more obstacles in online shopping.

According to "The Mediterranean Journal of Sciences" (2017), research

shows that customers have a range of underlying motivations triggering their

shopping behaviors, but there are essentially two types of shopping motives:

Utilitarian, The conscious pursuit of an intended consequence. Essentially, meaning

you‟re shopping “to get something done”. And Hedonic, Related to intrinsic and

emotional responses. In other words, you‟re shopping because you love it. Men tend

to follow a utilitarian, more logic-based approach. You need to tell them why they

should buy your products and why it makes sense for them to purchase it. Get to the

point quickly, focus on the products, and use active statements that demonstrate

value. Women are mostly hedonic shoppers. To reach and engage women, you will

have to create emotive shopping experiences that resonate with them. A purely

functional approach can fall flat pretty quickly. Women want to know more about

you, your brand, the lifestyle you sell and how your products are going to make them

feel.

Women tend to be more comprehensive and take both subjective (customer

reviews) and objective information into consideration, while men tend to favor

objective information (make, model, speed etc.) over subjective information. This
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doesn‟t mean that men don‟t value the opinions and experiences of others, but

rather that their approach is different: While men use the experiences of others with

a product they‟re interested in to form their own opinion, women would want to know

the reasons and motivations to understand why others purchased an item and

whether their situation is comparable, before considering it in their decision-making.

Providing good service and maintaining a high level of customer satisfaction,

regardless of gender, is one of the most important KPIs in contemporary marketing

because satisfied customers tend to be more loyal and consume more. For men,

good services mean helping them find the right item and helping them get through

checkout quickly. For women, customer satisfaction is strongly linked to a shop‟s

willingness to share expert advice (demonstrate familiarity with the product) and the

shop‟s ability to help them determine which products suit best. According to the

study by The Verde Group, 29% of women considered the “lack of help when

needed” as the top problem when shopping. It is also the likeliest reason that stores

lose the business of women.

According to Vijya (2017) the key differences of Male and female wants,

motives, perspective, rationales and consideration. Men buy, Woman shops, for men

the process of shopping is a mission for them. They don‟t like the process of

shopping but they love having something bought. It‟s a subtle difference but an

important one. The biggest misconception is that men shop and leave directly after

buying what they want or need. Women on the other hand love shopping even when

they have a deadline. Women feel pride in their ability to get the best products for
Christ the King College Accountancy Department Page

the best prices. Marketers empathize this perception greatly by placing selective

deals to offer a sense of accomplishment for a woman's shopping experience. Men

buy on immediate needs rather than waiting for the best deals, they only buy what

they need despite the deal offered.

The influence of gender upon decision-making and shopping behavior has

been a subject of special interest in the field of marketing (Hernandez et al, 2011,

p.118). Shopping is stereotypically a female activity. Females are more likely than

males to shop for specific items such as grocery and clothes, while males are in-

charge of shopping for specialized items (e.g. life insurance, cars and horse

maintenance). However, some authors indicate that this trend is gradually reducing

since men are engaging more in shopping activities, as the women on labor markets

are increasing and as their roles tend to overlap.

This issue of "Retail Perceptions" (2015) explores the shopping habits of men

and women across the modern retail environment, from online to in-store. What are

the key differences – and similarities – between genders in how customers tend to

shop? How can retailers and CPGs leverage these consumer behaviors to optimize

the shopping experience for their customers, male and female?

Interaction‟s original research shows that despite several similarities between

the two, male and female shoppers tend to exhibit some distinct differences when it

comes to shopping. More men claimed to read all product information and try

competing brands before making a purchase, whereas more women shop for leisure

and make impulse purchases. Additionally, at 46 percent almost half of women

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surveyed claim to purchase products marketed toward the opposite gender for their

own use, compared to only 25 percent of men.

Men and women really do have fundamentally different sets of characteristics

according to Vijya (2017). Each sex has a firmly entrenched characteristic with

women showing more sensitivity, warmth and apprehension than men but change

depending on location, context and are influenced by a variety of social and cultural

factors. In contrast, emotional stability, dominance, rule consciousness and vigilance

are more typically male characteristics. Both men and women approach problems

with similar goals but different considerations. Women are concerned about how the

problem is solved- they share and discuss the problem. For men solving a problem

demonstrates their competency and commitment to a relationship.

For women the main implications are as follows- Advertisements are often

more detailed, Women appreciate very fine distinctions, Women like a collaborative,

conversational style dialogue, Women prefer strong colors and evocative images

and lastly Girls prefer more feminine qualities in advertisement such as soft music.

While, For men the main implications are as follows- Adverts usually focus on one

main object, Men usually pick up on one or two very obvious kinds of cues, Men will

need to be shown the big picture as they think in a macro way, Men are less likely to

process complex metaphors, Men enjoy humor in adverts and are usually more

crude and aggressive, Men find a “chatty” style in adverts annoying. They prefer

hard data and concise language and lastly Men do not really respond to any colors

and images seem irrelevant.

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According to Ruth Hayden, the author of For Richer, Not Poorer: The Money

Book for Couples, women have been taught to purchase for lifestyle and children,

while men have been taught to invest in items that hold value. Another critical

difference is that women tend to spend money gradually over time, while men spend

them in big chunks. HDTVs, big cars, you name it, men like themW Women also

tend to buy regardless of whether or not it‟s a good long term investment. This can

potentially become a huge risk for women as they age, because of the lack of

investments at a young age (remember time grows money). Men‟s biggest risk on

the other hand is their egos. They need to brag about their possessions and how

much money they‟ve made in the market, so they end up chasing market

performances and keeping up with the Jones much more than women.

According to a survey done in late 2014, three of four adults in the United

States make impulse purchases. When it comes to which gender is making the

impulse purchase, the number of purchases are actually split almost right down the

middle. But the money spent on these impulse purchases are not.

The survey showed that just seven percent of female impulse buyers have made a

purchase on a whim of over $500. But 21 percent of male impulse buyers have

made a purchase of over $500. That means men are three times as likely to spend a

large amount of money on a moment‟s notice as women. The study also showed

that men are twice as likely to make an impulse purchase as women when they are

intoxicated.
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The spending gap is also not that surprising considering that equal pay for

equal work is still a relatively new concept in the course of American history. One

would expect that the next few generations will shake loose some of the traditional

stereotypes about men and women's role in a relationship, both with courting and

handling bills. Combine this with women's recent rise to prominence in the

workplace, and expect the spending numbers of the two genders to close rapidly

over the coming years. It's not a matter of if, but when.

It should come as no surprise that men and women do things differently, we all know

that, but how do these differences translate into shopping for clothes? At Fashion

Metric we spend a lot of time studying how men shop for clothes online and, not

surprisingly, we find that most clothing sites cater to the way that women shop, even

when displaying menswear.

With more and more guys shopping online it is becoming increasingly

important to move-away from the standard design paradox for online clothing

retailers to provide an experience that guys are looking for. There are tons of

differences between the way men and women shop for clothes but there are three

main differences here about more than the rest: 1. Women prefer the hunt, guys

want a quick and effortless process – women are fine looking through page after

page of clothing, comparing and contrasting different options, it‟s a hunt and it‟s a lot

of fun. Guys hate the hunt (unless we‟re talking about actual hunting) and instead

prefer to see a curated selection of clothes that match their own style preference, 2.

Women are okay buying five different sizes and returning four, guys don‟t – guys
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don‟t want to try on five different sizes to get the right fit, they want the right fit right-

away. This is why so many guys are incredibly brand-loyal, once they find a brand

that fits, they tend to stick to it. Couple this with the fact that guys find returns a

complete hassle and you can see why the typical online shopping model can be

frustrating for your typical guy and 3. Most guys don‟t like shopping for clothes, most

women do – sure, there are absolutely guys who love shopping for clothes and

women who hate it but in general most guys would rather be doing just about

anything other than shopping for clothes. Women, on the other hand, can make a

whole Saturday adventure out of shopping for clothes. This directly relates to point

#1, the hunt isn‟t fun for guys, it‟s a chore, they want to get in, get out and get on

with their day.

According to Prabhu (2015), it is perceived by most, that women usually

spend longer time in shopping compared to men, who prefers to step into the shop,

search for particular product they have in mind, purchase it as quick as possible

(unmindful of slight variations that lead to bit expensive purchases), leave

immediately. Women, on the other hand, search patiently for the kind of products in

all available brands, compare the designs, check for any offers available (unmindful

of the long time they indulge in selecting a product of their choice), bargaining and

end up purchasing the product to their utmost satisfaction.

Naturally, women differ with their opposite sex in almost all characteristic features,

and shopping is no exception. Both the sexes differ in thinking, perceiving, decision

making, managing tactics, planning and what else? The same theory applies to
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shopping as well. Men are particular about the features of a product they wish to

buy, and they compare same category products for specific features and price,

service availability and so on. They are less mindful of offers and brand, and they

compromise for a higher price if they are satisfied with the quality. In short, men's

shopping is product focused.

On the basis of the definitions and concepts of online shopping and customer

satisfaction provided, it can be inferred that online shopping satisfaction is

essentially customer satisfaction in an online setting. Customers purchase online for

a variety of reasons, according to Thangavel (2015), and what keeps them

motivated to do so. According to his research, the introduction of the internet is one

of the causes explaining why customers shop. Access to Internet buying has actually

transformed and altered society as a whole, according to Thangavel (2015). This

usage of technology has opened up new avenues and possibilities, allowing for a

significantly more convenient way of life. He went on to say that online marketing

has revolutionized the way people buy and sell items, adding a great deal of comfort

and comfort to the entire purchase process. Kumar and Velmurugan (2017) added

that increasing internet employment offers an increasing outlook for online shopping

thereby prompting businesses to use the internet to reduce cost and to keep up with

the ever changing trends. Their research identified four factors that could lead to

online shopping satisfaction: genuine information on their website, products

delivered to customers that accurately match the products displayed on their

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website, competitive pricing charged for products, and products delivered in a

shorter time frame.

The framework for the antecedents of online shopping satisfaction employed

in this study was Sultan and Uddin's (2011) study. According to the study, website

design, convenience, time savings, and security are the most influencing elements

for customers to shop online and possible drivers for level of satisfaction. Other

studies have backed up this study.

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CHAPTER III

RESEARCH METHODS

This chapter presents the methodology of the study. It is propounding the

research design, respondents of the study, research locale, instruments used to

collect information, data gathering procedures, statistical procedure and data

analyses procedure. This chapter shows how researchers gathered, analyzed,

interpreted and presented the data.

Research Design

Descriptive method of research is used in this study. According to Helen L.

Dulock, RN, DNS (1993), descriptive research describes systematically and

accurately the facts and characteristics of a given population or area of interest. As

widely accepted, the descriptive method of research is a means of discovering new

meaning, describing what exists, determining the frequency with which something

occurs and/or categorizing information. Relatively, this method aims to describe

present conditions about the purchasing behavior of students based on their sex,

age and educational attainment and frequency of online purchases.

Research Participants

The College students at Christ the King College were selected as the

respondents of the study. A total of 60 respondents and they are described

according to their demographic profile such as sex (male and female), and course

(BSIT, BS Education, BSSW, BSBA, BSHM, BSN, BS Criminology and BSA).

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Sampling Procedure

In this research, the researchers decide to use the purposive sampling

method because purposive sampling allows researchers to extract a great deal of

information from their data. This enables researchers to describe the population-

wide impact of their results. When compared to alternative sample approaches,

researchers choose purposive sampling because it saves time and money.

It is a probability sampling in which the researcher can choose samples

where each member of a population has an equal opportunity to become part of the

sample.

Research Instrument

The researchers will use a structured form of questionnaire to obtain the

necessary information needed in the study. This questionnaire is divided into two

parts and designed to gather and know what are the factors affecting Online

Purchasing Behavior. The first part of the instrument consists of the participants'

socio-demographic profile that includes their age, gender, year level, course, and

how often they shop online. The second portion of the questionnaire is all about the

factors that influence Online Purchasing Behavior that has 3 factors namely;

Attitude, Customer Satisfaction, and Product Availability. Where it aims to measure

the factors that influence their online purchase. These factors include ten (10)

questions for Attitude, seven (7) questions for Customer Satisfaction, and eight (8)
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questions for Product Availability. A frequency Likert scale will be used in the

questionnaire where the choices will be Always, Sometimes, Often, and Never.

Validity and Reliability of the Research Instrument/s

For a test to be reliable, it also needs to be valid. Face validity is the degree

to which the researcher used to measure the reliability of the questions with the

judgement of experts such as test takers and representative of legal system. This

validity test evaluates the appearance of the questionnaires in terms feasibility,

readability, consistency of style and formatting, and the clarity of the language used.

This research conducts face validity to test the validity of the questionnaire.

Data Gathering Procedure and Ethical Considerations

The respondents allowed the researchers to conduct research about them

and let them answer a questionnaire. The permit to conduct the study was also

requested by the researchers' professor through online transactions due to COVID-

19 Pandemic. The researcher oriented and informed the respondents about the

purpose of the study as well as its confidentiality regarding the result of the survey,

the researcher distributed the questionnaire to the respondents‟ by sending the link

of the Google Forms containing all the questions and after answering, the

researchers collected the questionnaires for interpretation and analyzation of the

data gathered.
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Prior to the study, the researchers obtained full consent and ensured the

protection of the privacy of research participants. From collection to publication,

research information should be secured at all times. Permission should be requested

first if researchers want to disclose the identities of research participants.

Scoring Procedure

This is calculated by totaling the number of checks and expressing it as a

percentage of the total number of checks possible. The percentage represents the

total number of respondents corresponding to the question.

The responses were transmuted into the following:

Scale Range Description

1 3.51-4.00 Never

2 2.51.3.50 Sometimes

3 1.50-2.50 Often

4 1.00-1.49 Always
Christ the King College Accountancy Department Page

Statistical Treatment of Data

For analysis and interpretation of the data the following statistical tools were

used. Problem 1 will utilize descriptive statistics such as count, percent and

frequency to determine the respondents‟ characteristics considering their sex, age,

educational attainment, and frequency of online purchases. And also, Problem 2 will

also utilize descriptive statistics such as frequency, percentage, mean and standard

deviation to determine how the respondents manage their online purchasing

behavior. Lastly, problem 3 will utilize ANOVA (f-test) to determine the significant

difference in consuming online goods and services considering sex, age,

educational attainment and frequency of online purchases.

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results of data gathered from the 64 participants to

know and test the Factors Affecting Online Purchasing Behavior in Christ the King

College. The data presentations were in tabular form. Moreover, the results were

analyzed and interpreted based on the specific problems as stated in Chapter 1.

1. What is the socio-demographic profile of the participants in terms of:

 Sex

 Age

 Frequency of online purchases

Christ the King College Accountancy Department Page

Table 2. Frequency and Percentage Distribution of the respondents in

terms of Age

Age Frequency %

18 - 21years old 53 82.8

22 - 25 11 17.2
Total 140 100.00

The table shows that 53 or 82.80% of the students were 18 to 21 years old,

this can be generally understood that people in this age group are more likely to be

up to date and sensitive to new technology, as part of a new generation of future

young professionals. Furthermore, only 11 or 17.20% of the students were 22 to 25

years old, whereas the latter received the lowest engagement, implying that by this

age, some of them are already married and raising a family while still completing

their degrees.

According to Mathew (2015), Consumers who belong to the age group of 20-

22 years shop online more often when compared to consumers of other age groups

regarding the purchase of apparel. Lian and Yen (2014) specified that performance

expectation and social influence are the major driving forces for older adults to shop

online. Value, risk, and tradition are the major barriers for older adults to shop online.

Compared to older adult consumers of online shopping, younger online shoppers

have considerably higher drivers and lower barriers to purchase online. When
Christ the King College Accountancy Department Page

compared to young consumers of online shopping, older adults encounter more

obstacles in online shopping.

Table 3. Frequency and Percentage Distribution of the Respondents in

terms of Sex

Sex Frequency %
Male 30 46.9
Female 34 53.1
Total 140 100.00

Table 3 reveals that, in terms of sex, most of the respondents are females

with 34 or 53.10% followed by males with 30 or 46.90%. All of the chosen

respondents were from different courses at Christ the King College.

As per the study carried out by Hernández et al. (2011), for experienced e-

shoppers the relationships between previous usage of the internet and online

purchase behavior are not moderated by effect of gender, also once the buyers have

purchased through online the higher intentions to shop again in the future are

displayed by male consumers compared to female consumers. According to Richa

(2012), the frequency of shopping online by females is more than that of males in

India.
Christ the King College Accountancy Department Page

Table 4. Frequency and Percentage Distribution in terms of Frequency

of Online Shoppers

Frequency of online purchases Frequency %

Weekly 5 7.8
Monthly 59 92.2
Total 140 100.00

The table above shows that 59 or 92.20% of the students purchase new

products monthly and only 5 or 7.80% weekly. It means that the majority of them are

unable to acquire new things on a regular basis given a limited budget, but they do

tend to save their money in order to get the products they desire in the future.

According to Ruth Hayden, the author of For Richer, Not Poorer: The Money

Book for Couples, women have been taught to purchase for lifestyle and children,

while men have been taught to invest in items that hold value. Another critical

difference is that women tend to spend money gradually over time, while men spend

them in big chunks. Women also tend to buy regardless of whether or not it‟s a good

long-term investment. According to a survey done in late 2014, three of four adults in

the United States make impulse purchases. When it comes to which gender is

making the impulse purchase, the number of purchases is actually split almost right

down the middle. But the money spent on these impulse purchases are not.
 Christ the King College Accountancy Department Page

2. What factors influence college students' online Buying behavior?

Table 5. Factors influence Students’ Online Buying behavior in terms

of Attitude.

Range Interpretation Frequency Percentage

3.50 – 4.0 Always 0 0

2.50 – 3.49 Often 20 31
1.50 – 2.49 Sometimes 43 67
1.0 – 1.49 Never 1 2
Total 64 100.0

Overall Mean 2.25

Interpretation Sometimes
SD 0.82

Specific Indicators of Online Purchasing M Interpretation SD

Behavior
1 I don‟t like to encounter difficulties while making an 1.50 Sometimes 0.69
online purchase.
2 I regularly buy new products. 2.78 Often 0.79
3 I buy the cheapest products. 1.90 Sometimes 0.73
4 I buy in one shop because of their fast delivery. 2.19 Sometimes 0.77
5 When I like something, I‟m influenced by buying it, 2.72 Often 0.97
without any further budget consideration or
functionality.
6 I buy clothes of my favorite brands mostly. 2.23 Sometimes 0.81
7 I don‟t like expensive products. 2.03 Sometimes 0.80
8 I rather buy well-known brands. 2.27 Sometimes 0.88
9 If I like something, I wouldn't think twice before 2.50 Often 1.02
spending.
10 I like to buy new products. 2.36 Sometimes 0.74
Christ the King College Accountancy Department Page

The data of table 2 show that all items have two different levels of

interpretation which is sometimes and often with an overall mean of 2.25 in terms of

attitude of college students in purchasing products online, which means that college

students sometimes influenced their attitude in brand image and quality of products

in purchasing online stores. According to "The Mediterranean Journal of Sciences'

„(2017), Men tend to follow a utilitarian, more logic-based approach. You need to tell

them why they should buy your products and why it makes sense for them to

purchase it. Get to the point quickly, focus on the products, and use active

statements that demonstrate value. Women are mostly hedonic shoppers. To reach

and engage women, you will have to create emotive shopping experiences that

resonate with them.

In order to understand clearly, I regularly buy new product and when I like

something, I'm influencing buying it, have garnered the highest mean of 2.78 and

2.72. which means that college students in the Christ the king they prefer to buy new

products and they influence fast with what is popular now in online. Meanwhile the

table would also tell us, that 1.50 for they don't like encounter difficulties while

making an online purchase and 1.90 buying the cheapest product have least

responses which means that college students are don't like to have a difficulty in

purchasing online and they not interested buying cheap products because they know

the quality on it.

Christ the King College Accountancy Department Page

Table 6. Factors influence Students’ Online Buying behavior in terms

of customer satisfaction

Range Interpretation Frequency Percentage

3.50 – 4.0 Always 0 0

2.50 – 3.49 Often 29 45
1.50 – 2.49 Sometimes 35 55
1.0 – 1.49 Never 0 0
Total 64 100.0

Overall Mean 2.50

Interpretation Often
SD 0.72

Specific Indicators of Online Purchasing M Interpretation SD

Behavior
1 I am satisfied with the products I bought online. 2.03 Sometimes 0.56
2 I have no complaints about the product I 2.20 Sometimes 0.57
purchased online.
3 I enjoy purchasing products online. 1.92 Sometimes 0.72
4 I don‟t like online products. 2.72 Often 0.84
5 I bought useless items online. 3.16 Sometimes 0.89
6 I love purchasing online because it is well- 2.42 Sometimes 0.66
packaged.
7 I purchased defective products online. 3.08 Often 0.80

Table 6 illustrates the amount of customer satisfaction based on the

responses. And the item level shows two responses: Sometimes and Often, but the

majority of responses are at the Sometimes level. The table shows the Item 5 and 7

has the highest mean of 3.16 and 3.08. While, the Item that got the lowest mean are

Item 1 and 3 with the mean of 2.03 and 1.92. It has the overall mean of 2.50 which

indicates that Christ the King College students are satisfied in purchasing online,

which influences their online shopping. And it indicates that Customer

Satisfaction[U1] is one of the key elements determining the success of a business

Christ the King College Accountancy Department Page

and that it is one of the facets why people purchase online. And these indicators will

help business owners in achieving sustainability, growth and survival of their

business.

According to M. Khalifa and V. Liu, When the consumers are satisfied with a

particular online retail shop, they will purchase more there. Hence, both concepts,

retaining and satisfying the customer, are becoming increasingly important for both

online and offline business. It is therefore important to understand the factors that

drive customer satisfaction and their choice of online stores. (S. Devaraj, M. Fan and

R. Kohli 2002)

Table 7. Factors influence Students’ Online Buying behavior in terms

of product availability.

Range Interpretation Frequency Percentage

3.50 – 4.0 Always 0 0

2.50 – 3.49 Often 20 31
1.50 – 2.49 Sometimes 41 64
1.0 – 1.49 Never 3 5
Total 64 100.0

Overall Mean 2.26

Interpretation Sometimes
SD 0.79

Specific Indicators of Online M Interpretation SD

Purchasing Behavior
1 I use social media sites to keep up with 1.84 Sometimes 0.80
the latest trends.
2 I like searching for brands that my 2.42 Sometimes 0.89
acquaintances have.
3 I like testing new products. 2.20 Sometimes 0.82
4 I often let a shop assistant give me 2.59 Often 0.94
Christ the King College Accountancy Department Page

advice.
5 When I shop online, the item ships 2.45 Sometimes 0.66
immediately.
6 I can easily find products online. 1.67 Sometimes 0.71
7 I can easily find products online. 2.23 Often 0.64
8 The delivery of my order was delayed. 2.66 0.82

The item in Table 7 shows the different level of response about factors

influencing customer‟s behavior in terms of product availability with a total average

of 2.26 with sometimes. Two things we need to note here. The first is item 8, which

is the delivery of the order was delayed, which garnered the highest rating at 2.66,

described as “sometimes" and item 4 which is letting a shop assistant give me

advice garnered the second highest rate 2.59 described as "often". The second is

item 1 and 6, on using social media sites to keep up with the latest trend and can

easily find products online, which has the lowest rating at 1.84 and 1.67 respectively,

described as “sometimes”. This shows that online store owner‟s need to assure that

the products delivered must be received on time or at the specified date because

delaying an item to be received affects the behavior of a customer to purchase

online. According to Sin et al. (2012), young consumers have the intention to buy

online through social media if the delivering and ordering process offered by social

media is easy and simple to understand. Online business owners must also note

that customers like to purchase online if products are always available when they

need them and it suits the present trend. It must be given consideration to update

the social sites with the latest products and keep all inventories available anytime to

attract online shoppers.

Christ the King College Accountancy Department Page

3. Is there a significant difference in the factors that influence college

students in their online buying behavior when they are grouped according

to their profile?

Table 8. Significant Analysis in Gender groups with respect to factors of

Online Shopping Engagement

Factors Demographics Mean t - value p-value Interpretation

Sex
Male 2.26 .235 .815 Not Significant
Attitude Female 2.24
Sex
Customer Male 2.51 .198 .844 Not Significant
Satisfaction Female 2.49
Sex
Product Availability Male 2.28 .433 .667 Not Significant
Female 2.23

Table 8 shows that the p value is greater than 0.05 for attitudes

(.815), customer satisfaction (.844), and product availability (.667). Since P

value is greater than 0.05, the null hypothesis is accepted at five percent

level of significance. Hence it is concluded that there is no significant difference

among gender(sex) groups with respect to their perception in online shopping

engagement.

The male students got the score of 2.26 while the female students got the

score of 2.24, which is statistically not significant, this means that male and female

students behave in the same way when it comes to shopping.

Christ the King College Accountancy Department Page

The influence of gender(sex) upon decision making and shopping behavior

has been a subject of special interest in the field of marketing (Hernandez et al,

2011p. 118). Shopping is stereotypically a female activity, females are more likely

than males to shop specific items such as grocery and clothes, while males are in-

charge of shopping specialized items like life insurance, cars or even horse

maintenance. However, some studies indicate that this trend is gradually reducing

since men are engaging more in shopping activities, as women in labor markets are

increasing and as their roles tend to overlap. Indeed, differences in gender(sex)

does not affect the purchasing behavior of the students.

Table 9. Significant difference analysis in Age with respect to factors of Online

Shopping Engagement.

Factors Demographics Mean t- value p-value Interpretation

Attitude Age
21-25 2.25 .029 .977 Not Significant

26-30 2.25
Customer Age
Satisfaction 21-25 2.49 .837 .406 Not Significant

26-30 2.58
Product Age
Availability 21-25 2.29 .986 .328 Not Significant

26-30 2.14

The item in Table 9 reveals that t-value of attitude is .029, customer

satisfaction (.837) and product availability (.986). While the p-value of attitude is
Christ the King College Accountancy Department Page

.977, customer satisfaction (.406) and product availability (.328). Hence, it is

concluded that there is no significant difference between attitude, customer

satisfaction and product availability in their perception in online shopping

engagement. Since P value is greater than 0.05, the null hypothesis cannot be

rejected at five percent level of significance.

Hence it is concluded that there is no significant difference among age groups

with respect to their perception in online shopping engagement. This can be

considered to show that, based on their age, the respondents in this survey agreed

on the attitude, satisfaction and product availability. Students' perceptions of these

do not alter depending on their age. However, it is also possible to explain that as a

student/consumer matures, they become more selective when selecting online

products and services. According to Gong, Stump and Maddox (2013), there is

resemblance in online purchasing objectives for men and women buyers, the

younger age customers have stronger objectives to purchase online in contrast to

older aged customers. Hernández, Jiménez and José Martín (2011) specified that

once online shoppers have acquired experience with the online shopping channel,

then age, gender and income have no significant influence in the explanation of the

behavior of online shoppers.

Christ the King College Accountancy Department Page

CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary, conclusions, and recommendations

based on the findings of the study.

Summary

The problem. In various technologically developed countries, internet has

become an important medium of communication and online shopping. People can

search products and information 24 hours a day over the internet where a wide

selection is available. (Moshref et al. 2012).

Online shopping is the third most common use of internet after web surfing

and email uses.(Yörük et al. 2011).Despite the rapid growth in online shopping and

its benefits that are discussed above, Kim, Lee & Kim (2004) mentioned consumers‟

search at online store does not lead to a complete purchase or transaction of their

actual needs.

The purpose of this study is to look into the shopping habits of college

students of Christ the King College based on their sex, age, educational

achievement, and frequency of online transactions.

Method. This study employs a descriptive research method, which tries to

accurately and systematically characterize a population, situation, or phenomena. It

can answer the questions of what, where, when, and how, but not why. A descriptive

research plan can study one or more variables using a range of research methods.
Christ the King College Accountancy Department Page

It's a quantitative approach, and the researchers choose the purposive sampling

method because it helps them to get a lot of information out of their data. This allows

researchers to describe the implications of their findings on the entire population.

Purposive sampling is preferred by researchers over alternative sample procedures

because it reduces time and money. Finally, the questionnaire will be completed

using Google Forms and sent online.

Findings. The findings of the study were summarized as follows:

1. Socio-demographic profile of participants

The study discloses that in terms of age, 82.8% are within the 18-21year old

bracket and it also shows that 17.2% are within the 22-25year old range. In terms of

sex, 46.9% are male and 53.1% are female. The result also presents how frequent

the participants will purchase through online with a 7.8% described as weekly and

92.2% described as monthly.

2. Factors influence college students in their online behavior.

a. In terms of attitude, majority of the participants (67%) answered sometimes

to all the indicators being stated, with 31% are often and only 2% are never. It shows

the overall mean of 2.25 with the standard deviation of .82 interpreted as sometimes.

b. In terms of customer satisfaction, majority of the participants (55%)

answered sometimes to all the indicators being stated, and only 45% are often. It

shows the overall mean of 2.50 with the standard deviation of .72 interpreted as

often.
Christ the King College Accountancy Department Page

c. In terms of product availability, majority of the participants (64%) answered

sometimes to all the indicators being stated, with 31% are often and only 5% are

never. It shows the overall mean of 2.26 with the standard deviation of .79

interpreted as sometimes.

3. Significant difference in the factors influences college students in their online

buying behavior when they are grouped according to their profile.

a. There is no significant difference of the factor attitude to influence college

students in their online buying behavior when grouped according to their profile.

b. There is no significant difference of the factor customer satisfaction to

influence college students in their online buying behavior when grouped according to

their profile.

c. There is no significant difference of the factor product availability to

influence college students in their online buying behavior when grouped according to

their profile.

Conclusions

Online shopping has emerged as one of the most prominent services

available on the internet. It has enormous advantages for the consumers as well as

business houses. Through online shopping, online store owners have been able to

reach more customers at a less cost. It is now the challenge to the marketers on

how to identify the factors customers consider to frequently shop online. The study

aimed to determine the purchasing behavior of college students in Christ The King

College. The study also wants to verify the factors that will influence the online
Christ the King College Accountancy Department Page

purchasing behavior when group in their demographic profile. It was on this premise

that the following conclusion were drawn.

Recommendations

From the findings and conclusions of study, the researchers arrived at the following

recommendations:

a. Marketers need to determine, for the products or services they sell online, on who

will be the most likely group/s of people (for example males vs. females, different

age groups or income groups) that would purchase product and service offerings via

the online.

b. Online businesses should consider the availability of the products they sell online

and are not necessarily having items available 100% of the time but rather having

items available when the customer needs it.

c. Conduct a targeted group conversation among existing and potential online

businesses because the study's findings would provide them with new information

about their prospective target market's purchase behavior.

Christ the King College Accountancy Department Page

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