REVISED Factors Affecting The Online Shopping Behavior of Accounting Students During Pandemic 2 1.do

FACTORS AFFECTING THE ONLINE SHOPPING
BEHAVIOR OF ACCOUNTING STUDENTS

DURING PANDEMIC.
A Thesis
Presented to the Faculty of
College of Accountancy, Business, Economics and
International Hospitality Management
Batangas State University – Pablo Borbon
Batangas City
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Management Accounting
By:
Enconado,Trizha Marie
Galicia, Lovely Joy F.
Vaso, Patricia Ysabel
December 2021
APPROVAL SHEET
This thesis, FACTORS AFFECTING THE ONLINE SHOPPING
BEHAVIOR OF ACCOUNTING STUDENT DURING PANDEMIC prepared and
submitted by Enconado, Trizha Marie, Galicia, Lovely Joy and Vaso, Patricia
Ysabel in partial fulfillment of the requirements for the degree Bachelor of
Science in Management Accounting, has been examined and is recommended
for acceptance for oral examination.
JOSEPH D. MENDOZA
Adviser
Approved by the Committee on Oral Examination with a grade of____.
PANEL OF EXAMINERS
BENDALYN M. LANDICHO, Ph.D.

Chairperson
IMELDA M. FLORES, Ph.D. ANGELICA MANALO, Ph.D.

Member Member
Accepted and approved in partial fulfillment of the requirements for the
degree of Bachelor of Science in Accounting Management.
___________ BENDALYN M. LANDICHO, Ph.D.
DATE Dean, CABEIHM

ACKNOWLEDGEMENT
The researchers, would like to express their heartfelt gratitude to
everyone who took part in this research project. Without their invaluable
assistance, advice, and words of encouragement, this study will not be a
success.They will forever be grateful to all of them:
First and foremost, Almighty God for blessing them with the strength
and wisdom to accomplish this goal through His assistance and guidance;
Batangas State University, for being the repository of knowledge and
providing them with the opportunity to improve their capabilities;
The researchers’ adviser, Mr. Joseph D. Mendoza, for his advice,
assistance, knowledge, and words of encouragement in the completion of
this research;
The researchers’ professor, Dr. Mary Grace T. Mandane, for the
guidance of the content of the research;
The members of the panel, led by Dr. Bendalyn M. Landicho, along
with Dr. Imelda M. Flores and Dr. Angelica Manalo, for their support, insightful
comments, and attentive supervision;
The grammarian, Ms. Lorena F. Mendoza, for her time and effort to
review and improve the construction of this research paper;
The Accountancy and Management Accounting students of Batangas
State University Pablo Borbon Campus, for cooperatively answering the
survey questionnaires;
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Their dearest family and friends, for the unwavering support and
guidance, for assisting them with finances, for providing them with a pleasant
workplace, and for being patient with them along the journey;
To each and everyone, Thank you sincerely!
Lovely Joy
Patricia Ysabel
Trizha Marie
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TABLE OF CONTENTS
TITLE PAGE
APPROVAL SHEET................................................................................................ii
ACKNOWLEDGEMENT........................................................................................iii
TABLE OF CONTENTS..........................................................................................v
LIST OF TABLES..................................................................................................vii
LIST OF FIGURES.................................................................................................ix
ABSTRACT............................................................................................................x
CHAPTER
I. THE PROBLEM
Introduction......................................................................................................... 1
Background of the Study...................................................................................2
Statement of the Problem.................................................................................4
Theoretical Framework......................................................................................4
Conceptual Framework.....................................................................................7
Hypothesis..........................................................................................................8
Scope and Limitations of the Study.................................................................8
Significance of the Study...................................................................................9
Definition of Terms.............................................................................................9
II. REVIEW OF RELATED LITERATURE

Conceptual Literature......................................................................................14
Research Literature.........................................................................................37
Synthesis.......................................................................................................... 48
III. RESEARCH METHODOLOGY

Research Design.............................................................................................51
Respondents of the study...............................................................................52
Data Gathering Instrument..............................................................................53
v
Data Gathering Procedure..............................................................................55
Statistical Treatment of Data...........................................................................57
IV. PRESENTATION, ANALYSIS AND INTERPRETATION

OF DATA
Profile of the Respondents..............................................................................58
Assessment on the Factors that Affects the Online Shopping Behavior of
Accounting Students in Batangas State University Pablo Borbon Campus
during Pandemic..............................................................................................68
Difference in the Assessment of Factors that Affects the Online Shopping
Behavior of Accounting Students during Pandemic when grouped
according to profile..........................................................................................79
Information Dissemination Materials..............................................................94
V. SUMMARY, FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary........................................................................................................... 99
Findings........................................................................................................... 100
Conclusion......................................................................................................110
Recommendation...........................................................................................111
BIBLIOGRAPHY................................................................................................113
APPENDICES.....................................................................................................133
CURRICULUM VITAE........................................................................................148
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LIST OF TABLES
Table No. Title Page
1 Likert Scale 55
2 Distribution of Accounting Students in terms of Sex 58
3 Distribution of Accounting Students in terms of Program 60
4 Distribution of Accounting Students in terms of Year Level 62
5 Distribution of Accounting Students in terms of

their Household Monthly Income 64

their Number of Family Members 66

their Location 67
8 Financial Risk 69
9 Product Risk 72
10 Convenience Risk 74
11 Non-Delivery Risk 76
12 Return Policy Risk 78
13 Difference in the Assessment of Risk Factors

towards Online Shopping Behavior of
Accounting Students during Pandemic
when grouped according to Sex 80

when grouped according to Program 82

when grouped according to Year Level 85
vii
when grouped according to Household Income 87

when grouped according to Number of
Family Members 89

when grouped according to Location or Address 92
viii
LIST OF FIGURES
Figure No. Title Page
1 Theory of Planned Behavior 6
2 Conceptual Paradigm 7
ix
ABSTRACT
The study, “Factors Affecting the Online Shopping Behavior of Accounting
Students during a Pandemic”, was designed to assess the factors that affect the
online shopping behavior of accounting students of Batangas State University
Pablo Borbon Campus during the pandemic. This study employed the descriptive
research method and used survey questionnaires as the primary instrument to
gather data and information to describe the given variables. The respondents of
the study were a total of 546 accounting students from Batangas State University
Pablo Borbon Campus which are chosen through simple random sampling. The
researchers made use of the mean, frequency and percentage, one-way analysis
of variance, Independent t-test as their statistical tool.
Based on the findings, most of the respondents are 1st year female BS
Accountancy students with five and below number of family members and
household monthly income of Php11, 690 to Php23, 381, located within
Batangas Province. The findings shows that there is no significant effect in the
assessment of the factors towards the online shopping behavior of accounting
students during pandemic when grouped according to sex, year level, household
monthly income, number of family members and location. However, there is a
significant difference between product risk and convenience risk towards online
shopping behavior when grouped according to program.
x
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Chapter I
THE PROBLEM
This chapter present the problem under study. This provides a brief
description of the introduction, background of the study, statement of the
problem, theoretical framework, conceptual framework, research hypothesis,
scope and limitation, significance of the study and definition of terms.
Introduction
The World has been held by a pandemic over the first half of 2020. It was
identified as a new coronavirus (severe acute respiratory syndrome coronavirus
2, or SARS-CoV-2), named latterly as Coronavirus Disease-19 or COVID-19.
This virus arises in one of the cities in Hubei province of China called Wuhan, it
has transmitted hastily across the world, bringing human misfortune and huge
economic harm. Around mid-June, there had been over 8 million COVID-19
cases worldwide, with over 436,000 deaths. With the rapid spread of COVID-19,
countries around the World adopted various public health measures aimed to
prevent its spread, which includes social distancing. Within the context of social
distancing, businesses, schools, community centers, and non-governmental
organizations (NGOs) were mandated to close down, mass gatherings are not
allowed, and lockdown measures have been enforced in many countries,
allowing travel only for essential needs. The intent is that through social
distancing, countries will be able to “flatten the curve”, like reduce the number of
new cases identified with COVID-19 starting with one day then onto the next to
end outstanding growth and thus reduce tension on medical services.

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COVID-19 had the nation and the world directed to severe losses in many
economies around the world due to illness and government-mandated social
distancing orders. The effect and length of the economic mess on individual
households, resulting from the pandemic, is hard to foresee as many confusions
surround the crisis duration, like the length of “stay-at-home” orders, along with
impacted industries and the post-crisis consumption and recovery.
In the transition of this pandemic, the business and economic environment
has experienced rapid transformation through the Internet, making it possible for
a large number of users to access great amounts of information through a wide
range of technical tools and services. Never before have consumers been able to
shop from anywhere at any time with a few clicks of their mouse. For that reason,
online shopping has continued to grow. Online shopping has been a growing
event in all corners of the world, specifically to those countries owning highly
developed infrastructure available for marketing activities through the internet.
Today, the internet is not only a networking medium, but also a global means of
transaction for consumers. Considering that online shopping is somehow still at
the early stage of development, little is known about consumers’ attitudes
towards adopting this new shopping channel and factors that influence their
attitude and buying behavior.
Background of the Study
The effect of the rapid increase of COVID 19 cases brought a strict
implementation of healthy protocols such as community quarantine, social
distancing, and wearing of face mask and face shield when going outside their
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home. The government also advises every household to practice staying at home
to prevent the rapid increase of infected COVID 19 patients. These effects of
COVID 19 in the country had brought some impact in the buying behavior of
consumers especially in terms of online shopping behavior.
According to Marasigan A.J (2020), Filipinos have the distinction of having
the highest internet penetration in the region and being the most active on social
media. More than 73 million Filipinos are registered internet users and 99 percent
of them are active on one social media platform or another. Despite being highly
connected to the worldwide web, mystifyingly, Filipinos have not been quick
adaptors to e-commerce. Prior to the pandemic, statistics show that only two
percent of Filipinos have purchased goods or services online.
The continuous spread of COVID 19 and the implementation of
community quarantine lead to an increase in purchases of foods and essential
thru online platforms. This pandemic brought a rapid shift in the use of the digital
world in terms of online shopping and transactions which may indicate a long
lasting effect in the consumers buying behavior. Hence, Filipinos are now
engaged in the continuous development of e-commerce and digital
transformation in our country.
Therefore, the researchers got interested to assess the factors which
affect the online buying behavior of consumers, specifically the accounting
students, who are the respondents of this research, towards their online
shopping behavior in the midst of COVID 19 pandemic.

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Statement of the Problem
This study examined and analyzed the effects of Covid-19 pandemic
outbreak towards online shopping behavior of accounting students of Batangas
State University Pablo Borbon Campus. Specifically, this answered the following
questions:
1. What is the profile of the respondents in terms of?
1.1 Sex;
1.2 Program;
1.3 Year level;
1.4 Household Income;
1.5 Number of Family Members; and
1.6 Location?
2. How may the factors affecting the online shopping behavior of the
respondents be assessed in terms of:
2.1 Financial risk;
2.2 Product Risk;
2.3 Convenience Risk;
2.4 Non-Delivery risk; and
2.5 Return Policy Risk?
3. Is there a significant difference in the assessment of online shopping
behavior factors in groups according to profile?
4. Based from the findings, what information dissemination materials could
be developed?
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Theoretical Framework
The Theory of Planned Behavior (TPB) forecasts a person's intention to
engage in a given behavior at a specific time and location. Individual behavior is
supposedly influenced by behavior intentions, which are determined by three
factors: an individual's attitude toward behavior, subjective norms, and perceived
behavioural control. (Ajzen, 1991). The theory of planned behavior is an
extension of the theory of reasoned action (Ajzen&Fishbein, 1980;
Fishbein&Ajzen, 1975), necessitated by the original model's inability to deal with
behaviors over which humans have only partial volitional control. The individual's
purpose to undertake a certain behavior is a key aspect in the notion of planned
behavior.
The theory of planned behavior postulates three conceptually independent
determinants of intention: predicting intentions: attitudes, subjective norms, and
perceived behavioral control. The first are a person's attitude toward the conduct,
which refers to how positive or negative a person's evaluation or appraisal of the
behavior in issue is. The second predictor is a social component known as
subjective norm, which refers to the social pressure to perform or not perform an
action. The third antecedent of intention is perceived behavioral control, which
refers to the perceived ease or difficulty of doing the behavior, and is thought to
reflect past experience as well as predicted obstructions and hurdles.
As a general rule, the more positive an individual's attitude and subjective
norm toward a conduct is, and the more their perceived behavioral control are,
the more likely they are to perform the activity in question. In the prediction of
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intention, the relative importance of attitude, subjective norm, and perceived
behavioral control are expected to differ among acts and situations. Thus, it may
be discovered that only attitudes have a significant impact on intentions in certain
applications, that attitudes plus perceived behavioral control are sufficient to
account for intentions in others, and that all three predictors make independent
contributions in still others.
This study is based on the Theory of Planned behavior of Ajzen (1991)
with the proposed model of factors affecting online shoppers online shopping
behavior by Sinha (2012) and it focuses with the given variables: financial risk,
product risk, convenience risk, non-delivery risk, and return policy risk.
Perceived Risk
Products
Financial Risk
Subjective
norms
Product Risk
Online
Convenience Risk Attitude Shopping
Behavior
Non-Delivery
Risk
Perceived
Behavioral
Return Control
Policy Risk
Service and
Infrastructure
Figure 1
Modified Proposed model of factors influencing shoppers’ online shopping
behavior based on Theory of Planned Behavior
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Conceptual Framework
The conceptual framework of the study used the Input-Process-Output.
The input embraces demographic profiles of the respondents and the factors
influence online consumer’s behavior. These were the basis of the study to
assess the factors affecting the behavior towards online shopping of Batangas
State University Pablo Borbon Campus’ accounting students.
INPUT PROCESS OUTPUT
Demographic Profiles Construction,

Formulation and
Sex Validation of Survey
Program Questionnaires
Year level
Household Income
Number of Family
Members
Location
Factors influence
online consumer’s Information
Presentation, analysis
behavior. Dissemination
and interpretation of
Financial risk, Materials.
data based on result
Product Risk of the survey
Convenience risk questionnaire
Non Delivery risk
Return Policy Risk
Figure 2
Conceptual Paradigm
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Hypothesis
The study assessed the factors that affect the online shopping behavior of
accounting students during the COVID 19 Pandemic. The researchers then
tested the hypothesis:
Ho. There is no significant effect in the assessment of the factors towards
the online shopping behavior of accounting students during pandemic when
grouped according to profile.
Scope and Limitations of the Study
This study identifies the effects of pandemic outbreak to online buying
behavior as well as the factors that influence Accounting students’ behavior
towards purchasing online as an alternative to visiting the physical shop. This
study was limited only to the perception of accounting students of Batangas State
University Pablo Borbon Campus and did not include other Accounting students
from other campuses. Rest assured and guaranteed that all the materials and
information gathered were treated with utmost confidentiality and would be used
for research purposes only. Since the survey was conducted on respondents who
purchased goods through online shopping, the results were interpreted with
caution, particularly with respect to the generalization of research findings of
accounting students as a whole. The sample size itself is relatively small. To
accurately evaluate the factors affecting the online shopping behavior of
accounting students a larger sample size is desirable. There are other factors
that have affected the buying behavior but were not included such as website
design, price, ease of use of the website, trust, security, mode of payment & etc.
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Significance of the Study
This research study assesses the factors of online buying behavior of
accounting students, as a consumer, during the pandemic. Hence, this part of the
study identifies its importance and benefits to the following sectors:
To E-commerce, this study can serve as a basis of information such as
the preference of consumers, represented by the accounting students, in terms
of online buying behavior that may lead to the continuous growth and
transformation of the digital world. If the factors identiﬁed in the study can be
resolved or enhanced then the chances of customer satisfaction in online
shopping will increase.
To the Researchers, this study will give them additional knowledge and
experience in doing research and acquiring information relevant to the current
situation. This can also help them acquire a deep understanding of the effects
brought by the pandemic related to consumer buying behavior.
To the Future researcher, this study will be helpful for them as a reliable
reference in conducting their future research, analyzing the Covid-19 effects on
buying behavior, and can also be helpful in formulating new ideas that will
produce more reliable research.
Definition of Terms
For better understanding of the purpose of this study, the following items
are hereby defined conceptually and operationally:
Attitude. This term refers to a mental and neural state of readiness,
organized through experience, exerting a directive or dynamic influence upon the

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individual's response to all objects and situations with which it is related.( Gordon
Allport). In this study, this refers to the psychological state of consumers when
making purchases on the Internet.
Consumer behavior. This is based on consumer buying behavior, with
the customer playing the distinct three roles of user, payer and buyer.
(Gajjar,2013). In this study, this refers to consumer's attitudes and preferences
that affect their online shopping behavior.
Convenience Risk. This term is associated with consumers’ perception
that they will face difficulty in order place, or be unable to cancel one place order,
or there will be delays in receiving or returning products. (Forsythe, Liu,
Shannon, & Gardner, 2006). In this study, this relates to the time and
inconvenience experienced due to difficulties navigating and/or placing an order,
locating appropriate Websites, or product delivery delays.
Coronavirus Disease-19 (COVID-19) pandemic. This refers to severe
respiratory illness that is caused by a coronavirus that brought a widespread
damage to the global economy, with some countries shutting down their
stock markets, closing corporate offices, retiring small businesses, and
cancelling major social events(Ali, 2020). In this study, this refers to an outbreak
of coronavirus disease that brought a rapid shift in the use of digital world in
terms of online shopping and transactions which may indicate a long lasting
effect in the consumers buying behavior
Delivery risk. This occurs when customers face a long delivery process
time or the products are damaged during the delivery process (Farhana, 2017).
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In this study, this refers to the fear of consumer that the product will not receive
on time, process of delivery will damage the item and the product will be sent to
wrong address.
E-commerce. This refers to Electronic commerce (abbreviated e-
commerce) "any form of business transaction involving the transfer of ownership
or rights to use goods or services through a computer-mediated network.(Gupta,
2014). In this study, this pertains to buying and selling over the internet rather
than by physical exchanges or direct physical contact.
Financial risk. This refers to the perceived financial concern resulting
from a shopping activity (Çengel, 2012).In this study, this pertains to a perception
that a certain amount of money could be lost while purchasing online.
Internet. This term refers to an electronic communications network that
connects computer networks and organizational computer facilities around the
world. In this study, this refers to a global tool which is primarily used as a means
of transaction for consumers.
Online shopping. Online shopping deals provide the customer with a
variety of products and services, wherein customers can compare them with
deals of other intermediaries also and choose one of the best deals for them
(Sivanesan, 2017). In this study, online shopping is a situation where a consumer
is willing and intends to make online transactions or when customers are willing
to search, select and purchase products via the Internet.
Perceived Behavioral Control. This refers to the individual’s perception
of the extent to which performance of the behavior is easy or difficult (Ajzen,

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1991).In this study, it relates to a person's sense of how easy or difficult it is to do
the desired behavior.
Perceived risk. This refers to the uncertainty that the customers face
when they cannot foresee the consequence of their purchase decisions
( Ganguly, et al., 2010).In this study, this pertains to when customers feel
uncertainty and fear of financial loss, poor product quality, non-delivery concerns,
the breaching of trust and misusing of personal information.
Product risk. This is related to the poor performance of a product or
brand especially when the performance of a product or brand does not meet the
desired expectations. (Yeniçeri& Akin 2013).In this study, this pertains to the
probability of failing to meet the expected performance of the product or item
purchased online.
Return Policy Risk. This pertains to the risk that may be perceived such
as the outcome of product replacement policies, the product return grace period,
and the transportation costs connected with returning products to online
merchants. In this study, this refers to the risk that the customer may experience
during refund/cash back options, replacement of that product or exchange of that
product.
Security. This pertains to the degree to which person believes that the
online vendor or website is secure (Meskaran, 2013). In this study, this refers to
secured privacy of personal information provided to online transactions when
shopping online.
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Social distancing. This pertains to a public health practice that urges
individuals to maintain their physical distance from each other during a pandemic
outbreak to slow the dissemination of the infection. In this study,
Subjective Norm. This term means what affects an individual's perception
of social pressures to perform or not to perform the behaviour (Ajzen, 1991.) In
this study, this term has to do with a person's ideas regarding whether or not
peers and important individuals in his or her life think he or she should partake in
the conduct of purchasing a product.
Trust. This pertains to the willingness of consumers to interpret the
possibility of loss during the online shopping process (Meskaran, 2013). In this
study, this term is an important factor for customers in deciding to consolidate
their purchases and has a significant impact on the establishment of loyalty in the
online settings.
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Chapter II
REVIEW OF LITERATURE
This chapter presents the conceptual and research literature related to the
present study. Relevant ideas from different sources such as books, internet, and
published and unpublished materials formed the basis in the conceptualization of
this study.
Conceptual Literature
This section presents various literatures from books, journals and internet
websites, local or international, which are considered related in the realization of
this study. The literature and studies helped the researcher have a better
understanding of the key concepts of the study through the research and related
literature.
Online Shopping
Online shopping may be defined as the act of purchasing and selling
product information over the internet network. It entails going online, landing on a
seller's website, making a purchase, and scheduling delivery. In general, as
more people shop online, traditional marketing channels are giving way to web-
based marketing, also known as business to consumer marketing (Risanty,
Kesuma, Muda, & Maulida, 2020). The popularity of mobile devices is growing,
with many internet users preferring to use their cell phones or tablets to access
the internet. As a result, the use of the internet and mobile technologies has
substantially improved the effectiveness and efficiency of the company's
operations, particularly in the online business. (Jain, 2017; Risanty et al., 2020).
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The intrinsic image, the services supplied the different product versions,
and the capabilities of supporting information technology, or a mix of these three
aspects, all influence customers' opinions of online shopping. For online
shopping suppliers, the availability of up-to-date information and delivery
channels that can be accessible at any time is also important. It aspires to deliver
exceptional service and remain competitive in the e-commerce business by
leveraging information technology advancements.
According to Nartea et al. (2019), online shopping has grown in
importance as a means of conducting business and marketing. Indeed, many
people are abandoning conventional methods of trading products in favor of the
online shopping craze. Businesses are taking advantage of this opportunity to
sell their goods and extend their scope. It is concluded in their study that when it
comes to purchasing goods on the internet, online shoppers consider sales
promotions to be the most important factor. Advertisements, logistics, the social
atmosphere, reviews, and the payment process are all important considerations
to consider when shopping online because they influence their purchasing
decisions. However, the store reputation, delivery service, payment process,
advertisements, and the customers' satisfaction still have a great impact on
online purchasing.
Furthermore, the customer will pay for the item or service either online
with a credit or debit card or when the item or service is delivered. The definition
encompasses not just the act of purchasing items online, but also the act of
looking for them. To put it another way, I might have gone online shopping but did
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not make a purchase. As reported by The Manila Times‘ Caraballo (2021, March
19), Visa‘s study showed that more Filipinos started to go on digital commerce
platforms and make cashless payments in 2020 emphasizing that the online
purchasing has become a new habit for many Filipinos. According to the study,
the percentage of the Filipinos who shopped online through apps and websites
for the first time during the pandemic reached 52 percent and 43 percent of them
made their first online purchase using social media channels. Nearly 9 out of 10
Filipinos increased their online shopping habits on websites or apps over the last
year, while seven out of 10 increased their social media shopping. More than half
of the consumers surveyed were also more likely to shop from large online
marketplaces (53 percent) and home- based businesses (61 percent). The study
also revealed that a significant number of people began ordering home delivery
as a result of lockdowns or restrictions. Home delivery was used by more than 9
out of 10 Filipinos in the Philippines, and 67 percent of them increased their use
of the service. Thus, Visa‘s company believed that as more people become
familiar with digital commerce and platforms, they will recognize the advantages
of shopping online, resulting in continued e-commerce development. Additionally,
a survey conducted by Global Web shows that 48 percent of Filipinos plan to do
more online shopping after the pandemic is over. Nowadays, essentials that
include personal protective equipment, sanitary goods, and groceries have
emerged as brisk sellers. That is why the country’s biggest internet merchant is
adding more food and grocery items to its product offerings.

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Also in accordance with the study of Euromonitor (2019) the increasing
usage and dependency of Filipinos on their smartphones and their adaptation to
changes in the field of technological advancement has brought more and more
retailers in the Philippines in the integration of e-commerce into their business
models. They're either building their own platforms, like most home shopping and
direct selling retailers are doing, or collaborating with existing e-commerce
platforms like Lazada and Shopee. In 2018, Facebook Marketplace became
available in the Philippines. Marketplace allows users to buy and sell items
directly through their Facebook accounts. In addition, their study in the year 2020
about e-commerce showed a rapid increase in online activities. Because of the
long lockdown periods in the Philippines, e-commerce sales have accelerated
rapidly in 2020. During the lockdown time, which started in March 2020, over
nine tenths of Filipino internet users searched for products and services to
purchase, according to Zalora, an apparel and footwear e-commerce website.
They have also stated that even before the pandemic, e-commerce in the
Philippines was rapidly increasing, fueled primarily by online marketplaces.
However, the Philippines continue to lag behind other countries in terms of e-
commerce growth. The Philippines' ecommerce market isn't as developed as
other countries', leaving plenty of space for expansion in 2020. In reality, many
major players will only begin developing their own e-commerce platforms in
2020. Moreover, online shopping was recognized even before the pandemic.
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Perceived Risk
The perceived risk concept was introduced by Bauer in 1960 and he
defined perceived risk as the amount of risk that is perceived by consumers in
selecting or making decisions in a purchasing process. The definition is founded
on the notion that every purchasing operation entails some level of risk. The
different types of risks are referred to as perceived or anticipated risks. Moreover,
perceived risk has two components: uncertainty (the probability of negative
outcomes) and consequences (the importance of a loss). According to Kumar
and Dange (2014), uncertainty arises when a consumer lacks expertise or
experience, or when there is insufficient proof that the product would work as
anticipated. Also, uncertainty is often related to the risk of losing money while
making a financial transaction on the internet for a specific product. Financial
transactions on the internet are linked to various risk factors (Adnan, 2014). It
can be a mix of confidence and security risk, where the customer is willing to risk
loss during the shopping process while still recognizing security concerns when
exchanging sensitive information such as credit card numbers. In relation to this,
Moshref et al. (2012) said that before purchasing a product or service on the
internet, consumer predicts different types of perceived risk like financial risk
(loss of money), product performance risk (quality of product as seen on the
website), and non-delivery risk (if the product remains undelivered).Furthermore,
according to (Popli, A., & Mishra, S. 2015), the most frequently cited risks
associated with online shopping include financial risk (e.g., is my credit card
information safe?), product risk (e.g., is the product the same quality as viewed
19
on the screen?), convenience (e.g., Will I understand how to order and return the
merchandise?), and non-delivery risk (e.g., What if the product is not delivered?
Financial Risk
Buyers worry with regard to online safety and security in the utilization of
their credit cards and disclosure of personal information. Hence, even though
customers make an order online, most clients lean toward other payment
methods, for instance, cash on delivery, online/offline banking transfer, and the
third party secured payment method, just like Paypal, as opposed to the use of
credit cards. Past research has uncovered that probably one of the most
worrying things when buying online is fear of credit card deception (Adnan, 2014;
Abrar, Naveed, and Ramay, 2017). Financial risk assumes a significant part for
the individuals who decide to shop online whether to or not to go with the
purchase. This is because financial risks raised a threat, prompting bothersome
sentiments and influencing purchase behavior (Haider and Nasir, 2016). Bitner
and Zeithaml (2013) assume that financial risk frequently happens in the primary
period of online shopping; just after the client makes an online order. Financial
risk is the perceived financial concern resulting from a shopping activity (Çengel,
2012).There is different reasons why online shoppers may suffer monetary loss
when shopping online. First, it is hard for online shoppers to determine whether
the price of the item purchased at a particular online retailer is the lowest
available compared to others (Dai et al. 2014). Second, financial losses may
occur due to credit card fraud, which is a primary financial concern among online
shoppers. For example, numerous buyers know that it is as well simple to have
20
credit card data stolen so they are exceptionally cautious about using a credit
card. Furthermore, Dai et al. (2014) argued that shoppers may be reluctant to
purchase products online due to other costs such as shipping. Additionally, in the
study of Dai et al. (2014) that investigates the relationships among previous
online shopping experience, perceived product, financial, and privacy risk
associated with online shopping, and shoppers‘ purchase intentions, the findings
of their study indicated that with increased online shopping experience, shoppers
perceive reduced financial risk when shopping online for non-digital products.
Overall financial risk is negatively associated with online shopping intentions and
is found to be a strong predictor of shoppers‘ online shopping intentions and
behaviors such as tendency to abandon online shopping carts, purchase
frequency, amount spent online, and frequency of searching with intent to buy
(Egeln, & Joseph, 2012)and they also found that previous purchase experience
via a given shopping channel is negatively related to perceived risks associated
with future purchase in that channel. A recent study was conducted by Kumar &
Dange (2014) where the aim has been to analyze different dimensions of the
perceived risk that influence the consumer‘s online shopping behavior. The
results of the study revealed that online shopping perceived risk in regards to
financial risk, time risk, social risk, and security risk as they influenced more
online consumer‘s attitudes towards online shopping. On the other hand, the
same two online buying risk factors are financial risk and security risk that has
influenced non-online shoppers. Furthermore, their study has found two
additional barriers of psychological risk and physical risk among non-buyers.

21
Another recent study was conducted by Babar et al. (2014); they used a
Technology Acceptance Model to examine the different factors that influence
customers‘ intention to shop online. This study has investigated the influence of
usefulness, ease of use, financial risk, and attitude towards online shopping. The
findings indicate that financial risk harms the attitude towards online shopping
where the reason states that consumers have a fear of financial loss and security
concerns over internet shopping. Gozukara et al. (2014) research claimed that
the perception of risk played a vital role to build the relationship between
purchase intentions and hedonic motivations. Furthermore, the study concluded
that perceived risk harmed consumer‘s intention toward utilitarian motivation.
Product risk
Product risk is defined as the probability of the item failing to meet the
performance requirements originally intended. Performance risk may result from
the shoppers ‘inability to check the quality of the product due to limited
information, touching, feeling, and trying the product. A relatively high level of
product risk is expected when being purchased online, particularly for some
product categories, due to shoppers ‘inability to physically examine and test
product attributes online. It is due to consumer‘s inefficiency to assess the good
quality of product or brand in online stores. Furthermore, they explained that the
consumer‘s skills to assess the product or brand are limited in online sites due to
non-availability of physical inspection of a product including touching, brand
colors, inaccurate information of product features which results in an increase of
the product performance risk.

22
Product risk is laid out as the discrepancy between the product risk
obtained and the predicted risk in the illustration of the product. The depiction
and the presentation of the product quality prompted the reason for product
performance risk, which surprisingly influences the buyer's ability to comprehend
the product. Inability to examine the product, inadequate product information
display might raise consumer tension (Dastane, Jalal, and Selvaraj, 2018; Wong,
Dastane, Safie, and Ma'arif, 2019). The product problems are more towards
those products that do not have after-sales service. Product performance risk is
generally concerning purchasing merchandise that may not be capacitated as at
first expected (Kim 2010). Some studies demonstrate that there is a product
performance risk in the online environment or worries that products are not
working as expected or performing ineffectively are increasing (Yeniçeri and Akin,
2013). In brief, the impossible to touch, inspect or try before purchasing a
product, which is additionally a key point when purchasing on the web, and these
worries raise product performance risk (Saprikis et al., 2010).
Yeniçeri & Akin (2013) argued that product risk is related to the poor
performance of a product or brand especially when the performance of a product
or brand does not meet the desired expectations. It is due to consumer‘s
inefficiency to assess the good quality of products or brands in online stores.
Furthermore, they explained that the consumer‘s skills to assess the product or
brand are limited in the online site due to non-availability of physical inspection of
a product including touching, brand colors, inaccurate information of product
features which increases the product performance risk. Ji et al. (2012) studied
23
the consumer attitude towards the online shopping environment and focused on
the impact of different perceived risks to different products. After generating the
results from the regression coefficient, the study found that there is a negative
effect of product performance when the consumer buys not standardized
products like clothing while there is a positive effect when the consumer shops
standard products like cell phones. For instance, shoppers perceive a higher
level of product risk for apparel when purchasing online as opposed to when
purchasing in traditional stores (Dai et al. 2014).
Convenience Risk
The Internet simplifies people’s lives by allowing them to conduct a simple
search for the preferred product in seconds and so purchase anything with ease.
Adnan, 2014; Bashir, Mehboob & Bhatti, 2015 quoted that throughout the
purchasing process, convenience gives four opportunities: access, search,
possession, and transaction. People who shop online cite ease as a primary
motivator. Furthermore, convenience is a significant indicator of readiness to buy
online. Consumers do not need to go to the market or leave their homes, and
thanks to globalization, they are no longer constrained by time limits at home,
and they can buy anything at any time because internet shopping is available 24
hours a day, seven days a week as point out by Chaudary, Rehman & Nisar,
2014. Previous research has revealed a link between convenience and online
shopping behavior (Adnan, 2014; Bashir, Mehboob & Bhatti, 2015; Chaudary,
Rehman & Nisar, 2014; Dost, Khyzer, Illyas & Abdul Rehman, 2015; Suhan,
2015). However, other studies have found that convenience has a significant
24
impact on online shopping behavior. As a result, the relationship between
convenience and online shopping behavior is unclear, and another variable is
needed to further explain this association according to (Rehman, 2018).
Convenience risk refers to the risk that is associated with items and that
products are supplied to another person. Delivery concerns, such as damaged
products or incorrect products being delivered to the wrong person, can result in
consumer loss of goods and products according to Iconaru, 2012. This is a very
high level of risk that is directly linked to customers' minds at the moment of
online product purchases, and it has an impact on consumer behavior.
Furthermore, it is referring to the fact that buyers search for certain products but
are unable to locate them or receive them late. Consumers believe that
searching for the correct goods is a waste of time. Bhatti, 2018; Bhatti et al.,
2018 argues that traditional purchasing is safer than internet shopping because
customers may go to the store and physically touch the product, which is not
possible with online shopping.
Additionally, convenience risk refers to the consumer's view that placing
an order will be difficult, that they will be unable to cancel it, and that there would
be delays in getting or returning things. Customers are irritated by the potential
loss of time when they look for a product on a website and compare one
company's product to another because most people do not know how to operate
and search for the proper products; also, purchasing products takes a long time
before they are used (Bhatti et al 2018). According to Adnan (2014), 43 percent
of purchases fail because customers cannot find the proper products or are
25
unable to complete online transactions due to a lack of awareness and a poor
literacy rate. Unfortunately, only about one percent of the population has access
to the internet, with the majority of individuals unable to communicate in English.
Convenience risk has a considerable negative impact on internet purchases,
according to studies of Ariff, Sylvester, Zakuan, Ismail, & Ali, 2014; Bashir,
Mehboob, & Bhatti, 2015; Chaudary, Rehman, & Nisar, 2014; Clemes, Gan, &
Zhang, 2014; Suhan, 2015; Swilley & Goldsmith, 2013. In contrast,
Moshrefjavadi, Dolatabadi, Nourbakhsh, Poursaeedi, & Asadollahi, 2012 argues
that the risk of convenience has a negligible impact on online shopping.
In addition, the study looked into the perceived benefits of online buying.
The study's findings suggest that when students purchase online, they are
searching for more convenience (saving time and money), lower pricing, and a
wider selection, which are the most important factors motivating customers to
shop online. Users' attitudes regarding online shopping, homepage, customer
service, and fun, on the other hand, did not have a meaningful association. This
could be attributed to the low degree of participation among young consumers
with prior online buying experience. According to earlier studies, convenience
appears to have a beneficial impact on attitudes regarding online buying. A
practical study of these aspects found that people who shop online consider
convenience and affordability to be the most important benefits of doing so. As a
result, online retailers must ensure that the online purchasing procedure on their
websites is as simple and cost-effective as possible for customers. According to
Jiang (2013), one of the most important motivational elements that influences a
26
customer's decision to buy a product online is ease. Access, search, appraisal,
transaction, and possession/post-purchase convenience are among the
dimensions they discover.
Non Delivery Risk
Online shopping includes the delivery risk which affects the consumer‘s
decision making because of their concerns in the delivery process and proper
handling of the products they have ordered. According to Claudia, I. (2012),
Consumers fear that delivery will be delayed due to various circumstances; the
delivery company won‘t deliver within the time frame agreed with customers, or
consumers fear that the goods may be damaged when handled and transported,
or no proper packaging and handling during transportation. While this is an
unusual situation, online shoppers are often concerned that they will not receive
the product after purchase. Loss or damage to the goods is related to potential
delivery losses and causes customers to worry that their goods cannot be
received on time. A variety of factors may impact whether the goods are received
by the customer, for example improper deal with the goods while in the process
of delivery. By furnishing with correct updates on the shipment status, consumers
should look forward to the arrival schedule of the product, allowing customers to
reduce their thoughts on transportation and undeliverable (Masoud, 2013).
Delivery of the purchased item by the customers is a very important part in
the field of e-commerce. According to Gim, G. (2014), the safe and rapid delivery
of the product will have a positive effect on online shopping customer
satisfaction. Non Delivery of order will have a negative influence on attitude

27
towards shopping online, Tariq, et al. (2016). Thus, Javadi, et al (2012) stated
that online retailers should provide the insurance for shoppers that they ordered
items and make sure that the products will definitely be delivered to them.
Furthermore, Adnan (2014) suggested that online merchants should provide
insurance coverage to online buyers if an item is not delivered to the consumer in
time. Consumers fear not to receive products in time or delay in delivery which
leads to a high product delivery risk (Yeniçeri& Akin 2013) but customers
shipping online are also afraid of sending products to wrong address after
purchasing (Claudia, 2012).
Return Policy Risk
According to Punekar (2018), the Returns Policy is the situation that
covers the circumstance where a consumer needs to bring an acquired thing
back and trade it for money, a substitution item, or store credit. Returns Policy
covers things like the sorts of things that can be discounted, the kind of plan of
action your consumer may get (discount, substitution, or repair), and who takes
care of the expense of conveyance or postage for giving back the things.
In the process of returns, benefits or utility of items purchased online
change into a trouble for the consumer, the firm needs to keep their consumers
satisfied, and moreover they need to abstain from losing sales. Consumer
retention strategies which empower the organizations to keep up a positive
relationship with consumers’ even returns are fundamentals. A clear worded,
simple, easy to understand return policies is an essential element in order to
retain consumers. Lenient and easy to understand Return policies doesn't simply
28
reduce cost for an association, it likewise improves the overall consumer
experience and increases the likelihood of an intermittent, low - esteem
consumers as a lifetime, high value one.
Moreover, consumers have the right to have any purchased goods
returned, exchanged, or refunded if it is deemed damaged or defective,
according to Republic Act 7394, or the Philippine Consumer Act. This is known
as the right to redress, and it is one of the Department of Trade and Industry's
eight basic consumer rights (DTI). This implies that the customer has the right to
be reimbursed in some way. According to (Tan, 2017), it is good news for the
consumers that online shops like Zalora and Lazada, as well as well-known
brands' online stores, offer return and exchange policies that customers can take
advantage of. Thus, before making any purchase or returns, the shopper should
first review the online store's return policy. This is due to the fact that different
online stores have varied return and refund procedures. It is better to check the
precise set of restrictions of the store where you made a purchase to be sure.
In addition, companies have begun to place greater emphasis on reverse
logistics in order to increase customer happiness and retention, and it has
become an integral aspect of the supply chain. Return procedures that are
efficient can improve consumer perceptions of product quality, reduce purchase
risks, and promote reputation by combining good corporate citizenship. Returns
instil confidence in buyers and demonstrate that you care about their needs and
pleasure. Even if the consumer is dissatisfied with the returned purchase, skilled
handling of the delivery will ensure their continued support. Consumers are more
29
confident when their purchase is protected by the option of returning the goods if
they do not meet their needs. The return policy increases the product's risk-
bearing capacity when purchased online.
Despite of the rapid increase in the use of online shopping and its benefits
especially during pandemic, there are factors being discussed in the field of e-
commerce. As cited by Qu, M., & Xu, L. (2020) in their study, delivery (Li, Lu and
Talebian, 2014; Kim, Dekker and Heij, 2017; Coşar, Panyi and Varga, 2017; Niu,
Wang, Lee and Chen, 2019), online customer service (Küster, Vila and Canales,
2016; Lim and Dubinsky, 2004), and website design (Hausman and Siekpe,
2009; Hasan, 2016) are three factors that have been widely discussed by
marketing researchers in the context of e-commerce. The first element is poor
delivery, which encompasses a wide range of daily concerns. Customers are
more likely to be frustrated when they encounter excessive shipping prices, for
example (Li, Lu and Talebian, 2014). Incomplete orders and product returns,
overly long transportation times, confusing arrival times supplied by faulty
systems, damaged product packaging, and so on are all common occurrences in
the shipping process. (Kim, Dekker and Heij, 2017; Coşar, Panyi and Varga,
2017). The second factor is poor online customer service, which includes
concerns about transactional privacy and other difficulties (Joines, Scherer and
Scheufele, 2003), and the possibility of service failure (McLean and Wilson,
2016). When it comes to low-quality website design, there are a variety of
practical difficulties to consider, like poor layout, navigation, and so on (Hasan,
2016; Hausman and Siekpe, 2009).

30
Relative to this, there are several studies and articles about the negative
experiences of customers in online shopping and its impact to the online
retailers. According to a recent study, consumers face actual risk after shopping
through internet channels. (Yang et al., 2020). According to research, 30% of
things purchased through internet channels are returned because they do not
meet customer expectations (Saleh, 2016). Naik, P. (n.d.-a) stated that almost
half of consumers (47%) have had a bad internet purchasing experience before.
That's according to a study conducted by Trusted in January 2013. Late delivery
has been identified as a major issue by 20 percent of respondents. According to
the survey, half of them would be willing to pay extra for things like a money-back
guarantee or postal insurance. Moreover, Walk-Morris, T. (2020) stated in an
article that according to a report from Contentsquare, only 15 percent of
customers and marketers questioned in the United States, the United Kingdom,
Germany, France, Austria, and Switzerland are satisfied with their online
purchasing experiences. Pop-ups and advertisements (49 %), the site crashing
during checkout (48 %), and when a discount coupon fails at checkout were the
top three annoyances cited by customers as reducing their enjoyment (45%).
According to the report, consumers were also unsatisfied when the website or
app went unavailable (23%), and when they couldn't find their preferred items
(42%).
As stated by Rao et al. (2021), in the internet world, customer satisfaction
is the deciding factor. Organizations prioritize their customers by meeting their
needs and providing support, according to the literature (Shamsudin et al., 2018;
31
Hassan et al., 2019). As a result, customers are more confident and, in the long
term, satisfied customers. This study adds to the growing body of evidence that
customer satisfaction is critical when shopping on the internet. Because the gap
between customer perception and real experience fluctuates, consumers feel
more confidence shopping from a direct e-store than from an indirect e-store. As
a result, online merchants should concentrate on delighting their customers, as
this plays a significant part in customer retention.
Accounting Students as Online Shoppers
Online shopping is a recent phenomenon that has gained a lot of traction
in the modern corporate world. The growth of online purchasing has created an
opportunity to capitalize on and gain a competitive advantage over competitors.
Customers go to online retail because they are exposed to a wide range of items
and services to pick from. However, according to some studies including the
study of Makhitha, et al. (2021), Consumers' perceptions of risk associated with
internet platforms are heavily influenced by demographics.
The advancement of information technology allows students to be active
users of the internet, allowing them to access numerous forms of innovation and
environmental changes. Students benefit from the internet's many features,
which allow them to access a wide range of material at their leisure. The different
services provided by the internet give students a new perspective through online
buying. Online shopping for students is one of the services provided by the
internet, which offers a variety of purchasing advantages (Gupta & Bhatnagar,
2017). The convenience presented in online shopping, among others, time

32
efficiency, without having to face to face, customers can buy the desired item at
competitive prices.
Moreover, Makhitha (2014) investigates the elements that influence
Generation Y students' attitudes toward online purchasing and discovers that
perceived convenience is the most important factor influencing Generation Y
students' attitudes toward online shopping. He notes that online and offline
buyers differ in a number of important ways, including purchase intent,
convenience, ease of use, and utility. The study of Kumar and Sobha (2015) also
look into the purchase habits of higher education students in Kerala when it
comes to internet shopping. The findings show that there is a positive trend
toward online buying, with perceived marketing mix and perceived reputation
being the most important factors in students' decision to buy things online.
College students in Kerala consider convenience to be an important issue. In
addition, Pawar (2014) discusses the elements that influence customers when
they shop online. One of the most important variables motivating students to buy
things online is ease of use, whereas the most essential element influencing non-
buyers not to shop online is post-purchase risk.
However, gender roles indeed play a role to affect consumer motivation
and intention. According to Ling et al (2014), previous researchers confirmed that
females are hedonic purchasers. Hedonic motivation tends to have an emotional
approach. It means that people who buy products online are driven by emotions
and feelings because they like, enjoy and feel excited by the online shopping
experience. Females tend to have hedonic motivation because they have higher
33
shopping enjoyment, brand consciousness, price consciousness and shopping
confidence than males. The shopping enjoyment and shopping confidence are
related with emotion and also the sign of hedonic motivation. The authors also
mentioned a study by Huang and Yang (2010), which supports the findings of
males as utilitarian purchasers. Males are more concerned with convenience,
lack of sociality, and time-saving than females when it comes to utilitarian
motivation. The availability of knowledge, convenience, and choice are the major
values for females in this functional motivator. Females, on the other hand, have
been proven to be hedonic purchasers in earlier studies. Adventures, sociality,
fashion, and value are more important to women than they are to men. Males
place a high value on going online, fashion, and value in this emotional motive.
Moreover, the study of Bae, S., & Lee, T. (2011) investigates the effect of online
consumer reviews on consumer’s purchase intention. In particular, they examine
whether there are gender differences in responding to online consumer reviews.
The results show that the effect of online consumer reviews on purchase
intention is stronger for females than males. The negativity effect, that consumers
are influenced by a negative review more than by a positive review, is also found
to be more evident for females.
A study by Marriott and Williams (2018), argued that financial risk has a
major impact on male and female consumers' willingness to buy online. Women
perceive increased danger when they want to shop online (Pascual-Miguel et
al.,2015). Lin et al (2018) discovered, however, that perceived risk, particularly
performance risk, has a greater negative impact on male consumers' attitudes

34
toward online buying. Furthermore, female consumers were found to have a
more favorable view regarding online shopping platforms' financial stability (Wu,
Quyen & Rivas 2016). According to Pascual-Miguel et al. (2015), the gender gap
in online shopping behavior is diminishing.
Demographic of year level which can be associated with age has also an
influence on online shopping. It is critical for retailers to understand the impact of
consumers' age on the risk factors that influence online purchasing behavior if
they want to establish long-term plans. According to Singh and Rana (2018),
consumers' attitudes regarding online buying are unaffected by their age.
However, age was found to have a substantial influence on consumers' adoption
of online purchasing in the study evaluating the moderating effect of age on
perceived risk towards online shopping by Marriott and Williams' (2018).
Performance risk and time risk, on the other hand, were found to have no
significant impact on the intention of young and old consumers to purchase
online (Marriott & Williams 2018).
Moreover, knowing your spending limit is an important factor of managing
your income. The revenue must exceed expenditures. According to Nagra and
Gopal (2013) that studied the factors that influence the behavior of online
shopping in Indian communities, income affected the frequency of consumers’
online shopping. The higher the consumer's income, the more motivating
consumers to do online shopping. In relation to this, individuals with lower
income tend to approach online shopping activity more cautiously and find this
medium as a riskier place since their tolerance for financial losses is lower with
35
respect to consumers with higher income (Yoldas,2012). It was also concluded in
the study of Mehrotra et al (2020) that consumers will participate in online buying
more if they have a higher income, and vice versa. Similar to the study by Lubis
(2018) which revaels that the higher one's income, the more likely they are to
shop online as well as what Punj (2011) had stated that the consumer's decision
to buy online is highly tied to their income level. Punj's research found that when
people's income rises, they become more concerned with how purchasing might
be made faster and more efficient.
Connectedly, the number of family members does not hinder a person to
shop online as long as they are responsible and have the ability to pay what they
purchased. Dahiya(2012) stated that families with two children have less
responsibilities than extended families so they go more on vacations, buy more
airline tickets, take more online booking of movie shows, buy more leisure
products online which has led to an overall more spend on online shopping by
this category. In relation to this, previous research has shown that being married
and having a large family have a positive impact on mobile phone adoption. In
the study conducted by Naseri (2011), it discussed the relationship between
being married, household size and the purchase of online goods and services.
They have stated two reasons why married couples and larger households would
purchase online. First, they are more likely to have a greater disposable income
for being dual income earners. Second, married couples and larger households
are more likely to have children, making time more important and increasing the
expense of conventional shopping. However, according to the result of their

36
study, there was no evidence to substantiate the effect of household size on total
internet shopping adoption.
In addition, Richa (2012) in his research indicates that marital status has
no significant effect on shopping preferences, but the larger the number of
families, the more chance they choose to conduct transactions online. When
consumers have colleagues to discuss, the accuracy of discussion becomes
easier and time-saving if they use online shopping. Conversely, when sharing
their partner's opinion does not exist, they tend to prefer to go directly to the
market, evaluate the goods directly and then make a purchase.
Furthermore, the internet makes the user and the user makes the internet.
Rural consumers are able to utilize the internet to overcome an absence of
traditional retailing. Residents of rural settlements do not shop online more
frequently than consumers in urban settlements with greater traditional retail
accessibility, but rural residents exhibit different motivations for shopping online
than urban settlements. The use of internet shopping has increased the
accessibility of rural retailing to levels that are nearly equal to those found in
more densely populated places. When the data of both rural and urban
respondents are compared, it becomes clear that residents of rural communities
do not make more internet purchases than residents of urban towns.
Respondents in both rural and urban areas shop online and in brick-and-mortar
stores equally. Their study discovered that the frequency of online shopping is
unaffected by location, which adds to their understanding of the impact the
internet can have on rural consumer behavior and aids in the development of
37
future marketing tactics (Wales, McHugh , 2014). Contrary, individuals in more
densely populated areas use e-commerce more than those in rural areas,
according to Eurostat figures. However, the disparity is minor, implying that e-
commerce has an impact on both urban and rural locations.
Research Literature
This part presents the researches of various authors which are related to
the present study. These studies helped the researchers to have a deeper
understanding of the topic.
The study by Tham et al. (2019), intended to measure impact on five types
of perceived risk factors namely: financial risk, product risk, convenience risk,
non-delivery risk and return policy risk on consumer behavior of Malaysian online
consumers. It can be thus concluded that the objectives of the study have been
achieved by testing the impact of selected five types of risk on online shopping
behavior. Financial risk is found to have a negative but insignificant impact on
online shopping behaviors. This shows that although consumers prefer to avoid
possible financial risk, this factor is not significant in Malaysian online shopping
context. This research confirms the positive significant impact of product risk,
convenience risk, and return policy risk on consumer behavior of online
shoppers. On another note, it was identified that non delivery risk has a negative
impact on online consumer behavior. The outcome of the study recommends
online businesses to minimize return policy risk by laying down clear policy and
procedures, furthermore, to adhere to such stated policy standards. Product risk
can be reduced by displaying clear product information. The results also

38
warranted the need for providing convenience while shopping online. The study
has some limitations in terms of representation of sample and sample
composition because data collection is carried out at limited geographical
locations in Malaysia. Furthermore, the study has not considered online shopping
in specific contexts e.g. apparels, etc. In the future, this research outcome can be
a contribution to scale development studies in the context of online shopping
risks perception. Researchers can also explore various perceived risk factors
when it comes to particular industries such as travel or electronic retail thus
uncovering various risk dimensions. Additionally, the author mentioned that
previous research has revealed that one of the biggest worries when buying
online is fear of credit card deception. Consumers might be worried regarding
online safety and security in the use of their credit cards and disclosure of
personal information. Therefore, although customers make an order online, most
customers prefer other payment methods, for example, cash on delivery,
online/offline banking transfer and third party secured payment methods, like
PayPal, rather than using credit cards.
Furthermore, Sinha and Kim (2012) investigated Indian customers' risk
perceptions about purchasing online in order to uncover factors influencing their
attitudes toward shopping online. Constructs tested included previously identified
factors (convenience risk, product risk, financial risk, perceived behavior control,
return policy, subjective norm, attitude, and technology specific innovativeness)
as well as factors developed specifically for this study (concerns about delivery of
an ordered product and cyber laws, shipping fees, and after service). Concerns
39
about product delivery, social control, and perceived behavioural controls have all
been identified as key variables influencing attitudes toward utilizing the Internet
for purchasing. Perceived risks (product, convenience, financial, and non-
delivery) and technology specific innovativeness were found to be significant
factors for males, whereas convenience risk and attitude toward online
purchasing were found to be significant factors for females.
Punekar (2018) study, “Impact of E-commerce’s Return Policies on
Consumer Purchasing Behavior” is with reference to Apparel Industry in selected
E-commerce Businesses (In select metropolitan cities of India). The study
examines the various return policy alternatives offered by E-commerce
businesses to consumers and whether they are satisfied with them, as well as
the factors that influence consumer online apparel shopping behavior and their
impact on E-commerce enterprises' profitability. Due to time constraints, the
study is limited to four Indian metropolises: Mumbai, Pune, Delhi, and Bangalore,
with a sample size of 450. Amazon, Flipkart, Limeroad, Jabong, and Myntra were
chosen as the top five Ecommerce websites in the Apparel category for this
study. The impact of online return policies on consumer buying attributes and
apparel buyer decisions was also investigated in this experimental study. The
study's findings found that because online items do not provide a physical touch
of any object, there is a high likelihood that the delivered product would not
appear as it was displayed on the internet, giving consumers the option of
returning the item. Refund/cash back options, replacement of that product, or
exchange of that product are all covered by the return policy. This study indicated
40
that clothes online businesses should place a greater emphasis on garment
buying attributes such as return policy, as well as promotions, to attract and
appeal to customers.
Another study conducted by Kumar & Dange (2014) dealt with the impact
of perceived risk on youth of Pune on their online shopping. The study's findings
showed that buyers are most concerned about financial risk, social risk, time risk,
and, last but not least, security risk. Non-shoppers place the highest value on
financial risk and security risk, all of which are popular among shoppers. Non
Shoppers also place a high value on physical risk and psychological risk.
In addition to this, Ariff et al (2014) studied about “Consumer Perceived
Risk, Attitude and Online Shopping Behaviour; Empirical Evidence from
Malaysia” provides empirical evidence in the study of consumer online
behaviour”. Consumers' perceived risks of online shopping becomes a hot topic
to research as it will directly influence users' attitude towards online purchasing,
and their attitude will have significant impact to the online purchasing behaviour”-
the author said. The researcher chooses four types of risk to examine its effect
on consumers' online attitude – product risk, financial, convenience and non-
delivery risks. A web-based survey was utilized, and a total of 300 online
customers of Malaysia's biggest online commercial center took an interest in this
study. The result indicated that product risk, financial and non-delivery risks are
hazardous and negatively affect the attitude of online shoppers. Convenience
risk was found to have a positive impact on consumers' attitude, signifying that
online buyers of this site trusted the online vendor and they experienced less
41
trouble with the site. The findings of the study also indicates that consumers are
not really concerned with the non-convenience aspect of online shopping, such
as handling returned products and examining the quality of products featured in
the online seller website. The online buyers' attitude significantly and positively
affects their online purchasing behaviour.
Bhatti, Saad, and Gbadebo (2018) did a study about Convenience Risk,
Product Risk, and Perceived Risk Influence on Online Shopping: Moderating
Effect of Attitude .The key objective of their research is to see how convenience
risk, product risk, and perceived risk affect online buying in Pakistan, using
attitude as a moderating factor. Convenience risk and perceived risk are both
significantly and negatively related with internet shopping, according to the
findings. Furthermore, online shopping is significantly and positively associated
with attitude. Product risk, on the other hand, is not significantly linked to internet
shopping. In addition, the findings revealed that attitude has a considerable
impact on the relationship between convenience risk, product risk, and online
shopping. Findings, on the other hand, demonstrated that attitude has no effect
on the connection between perceived risk and online shopping. The information
was gathered from students, the majority of whom held master's degrees. The
information was gathered using a questionnaire technique and an easy sample
technique, with 100 surveys sent to students in Gujranwala and Islamabad. For
statistical analysis, confirmatory factor analysis (CFA) and structural equation
modelling (SEM) techniques were applied.

42
Furthermore, the study of Lee and Huddleston (2010) examined the
relationships among domain-specific innovativeness, overall perceived risk and
online purchase behaviour, by first decomposing overall perceived risk into four
dimensions of privacy, time, performance and financial risk. Using structural
equation modelling (SEM), this study demonstrates that privacy, time,
performance and financial risk imbedded within overall perceived risk are
inversely related to online purchase behaviour. The findings from this study
support that privacy risk is the most significant type of perceived risk when
purchasing online. They also argue that privacy risk is related to the concern of
loss of privacy since consumers have to disclose their personal information while
shopping online.
Similarly, the study of Sims and Xu (2012) on Perceived Risk of Online
Shopping: Differences between the UK and China investigate the differences in
perceived risk between online shoppers in the UK and China examining six types
of perceived risk: financial, product performance, psychological, social, physical,
and time risk. The findings show that Internet users in the United Kingdom and
China have a similar overall perception of risk. The findings also indicate that,
while cultural differences can have a major impact on relative differences in three
types of perceived risk, the uncertainty avoidance dimension does not show as
much variance as one would anticipate.
Additionally, the study of Dig, (2017), “Perceived Risks and Online
Purchase Intention of Young Professionals in the Fifth District of Cavite” aimed to
determine the participants’ intention towards online purchase as affected by

43
demographic profile and perceived risks. This research centered on young adults
in Cavite's 5th District who are white-collar employees with at least an
associate's degree that are between the ages of 20 and 39.The information was
gathered using a survey instrument in the form of updated questionnaires. To
evaluate the gathered data and translate it to significant information, various
analyses such as frequency count, percentage, weighted mean, and chi square
were used. The majority of the participants in the study were female and single,
according to the findings. The majority of them worked in ‘Human Resource and
Administration,' earning between Php10, 000 and 15,000 a month. Sex, civil
status, occupation, and net monthly income have no significant association with
online purchasing intention, indicating that the participants' demographic profile
has no bearing on their desire to shop online. Perceived risks in terms of product,
time, financial, delivery and social risk have significant relationship with online
purchase intention. Risk perceptions in terms of product, time, money,
distribution, and social risk all have a huge impact on online purchasing intent.
Furthermore their study reveals that among the perceived risks, product risk was
the most influential factor on participants’ online purchase intention. This
indicates that the perception that the product purchased online may fail to
function as originally expected strongly influences the intention of the participants
to purchase online.
Kesuma et al. (2020), a study about Online Shopping Customer Behavior
in Indonesia: a Survey on Accounting Students focuses on the behavior of
accounting students as they are online shopping customers. A questionnaire

44
survey was used to conduct the research, which was distributed to 295 people.
The data was evaluated using descriptive analytics as a statistical technique.
According to the statistics result of the study, students frequently use mobile
applications to conduct online shopping for items such as clothing and books.
Students can also choose from a variety of online purchasing apps. Affordable
rates, discounts, special offers, and special programs for students, as well as
security guarantees, are all important characteristics that students expect as
online shopping customers. This study contributes to tracing online shopping
behavior among accounting students and understanding their perceptions of
online shopping. Furthermore, the authors mentioned that there is an earlier
study in the US by Sorce et al., (2005) finds that younger consumers are
looking for more products online than older consumers, however, older
consumers are more likely to buy products online than younger
consumers. Younger consumers agree that online shopping is more convenient
than older consumers. The authors also added that a study in the US
conducted by Xu and Paulins (2005) found that students who frequently
browse the internet have a better attitude towards online shopping. Besides,
the online shopping experience has been proven to have a significant influence
on their attitudes towards online shopping.
The research conducted by Kuswanto et al. (2019) investigates the factors
influencing university students’ online shopping behaviour in Surabaya as one of
the fastest-growing cities in Indonesia, an important issue that has never been
explored. The analysis shows that the students’ online shopping behaviour is
45
significantly influenced by enjoyment, perceived risk, and social influence.
Clustering with PLS-POS leads to three segments of students based on
behaviour: those mostly influenced by social influence and perceived risk, those
influenced by enjoyment and website quality, and those influenced by website
quality and trust and security. The study also reveals that the availability of
various brands and types of goods makes online shopping even more enjoyable.
The perceived risk toward online shopping is mostly due to the missing
interaction between customer and seller, as well as the intangibility of the
product, i.e. the quality of the product cannot be directly seen by the customer.
The customer often thinks about the risk of getting a poor quality or defective
product, or worries that the product will not be sent by the seller.
The study of Koch et al. (2020), “Online Shopping Motives during the
COVID-19 Pandemic—Lessons from the Crisis” ,investigates online shopping
motives of generation Y and Z during the COVID-19 shutdown in April 2020.
They argue that it is important to study e-commerce consumption during the
COVID-19 crisis for three reasons. First, they predicted that the pandemic's
circumstances would have a long-term effect on buyers’ behaviour, and that e-
commerce firms would need to fully consider their customers' behavior in the
midst of this incident that caused widespread economic harm to maintain their
competitive advantage. Second, at the global, national, and individual levels,
there is a public discussion about how to deal with the pandemic. Owing to
government restrictions and concerns of infection, consumers are hesitant to buy
products in physical stores, which lead to the third explanation for studying e-
46
commerce consumption during COVID-19: to examine steps of social distancing,
such as quarantining, to understand how they affect behavioural trends.
Therefore, the researcher complements the study with mean comparisons to
explore how quarantining as a degree of social distancing and socio
demographic characteristics influence consumers’ shopping behavior.
Additionally, the study of Ali (2020) about Impact of COVID-19 on
consumer buying behavior toward online shopping in Iraq aims to investigate the
possible correlation of COVID-19 to consumer buying behaviors of electronic
durable goods in Iraq with a specific focus on understanding consumer
adaptations to the related restrictions. The COVID-19 pandemic is thought to
have influenced consumer behavior around the world, affecting local and global
economies. Consumer behavior has changed as a result of the pandemic,
according to this report. As a result, many businesses are innovating to adapt to
the new circumstances. Notably, technology has become more influential in the
daily lives of consumers and businesses. Studies show that COVID-19 has
negatively impacted worldwide economies, disrupting both supply chains and
sales channels.
Moreover, Chenarideset al. (2020) performed an online market survey in
May 2020 in two major metropolitan areas in the United States to examine food
shopping patterns and usage during the COVID19 pandemic lockdown. Many of
the headlines in the national press at the time mirrored the findings of this report.
The study discovered that approximately three-quarters of respondents were
actually purchasing whatever food they could get due to out-of-stock conditions,
47
and that approximately half of the participants purchased more food than normal.
Consumers said they bought more groceries than normal as a result of
foodservice closures. In the early stages of the pandemic, when there were no
specific guidelines in place, consumers attempted to avoid shopping in stores by
relying heavily on food delivery and pick-up services. The number of households
using grocery pickup as a shopping system has increased by 255 percent while
the number of households using grocery delivery systems has increased by 158
percent.Consumers' fear of COVID19 and feeling unsafe may explain the surge
in pickup and delivery program participation. The majority of participants' food
intake habits remained consistent across major food categories, although a
significant percentage said they had been snacking more since the start of the
pandemic, which was offset by a dramatic drop in fast food consumption.
Lastly, Moshref et al, (2012 conducted a study on “Analysis of Factors
Affecting Online Shopping Behavior of Consumers”. They aim to look at the
factors that influence consumers' online shopping behavior, which may be one of
the most pressing issues in the e-commerce and marketing fields. However,
since online customer behavior is a complex socio-technical phenomenon
involving so many variables, there is very little information about it. One of the
goals of this research is to provide in-depth insight into what factors most
influence online shoppers, how they function, and what consequences they have
for consumers and e-commerce vendors. To investigate the hypotheses of this
study, 200 questionnaires were distributed among Iranian online stores.
Respondents to the survey were Iranian online store customers who were
48
chosen at random. Finally, data was subjected to regression analysis in order to
evaluate the study's hypotheses. The findings of the study shows that financial
risks and non-delivery risk were found to have a negative impact on attitudes
toward online shopping. Additionally, domain-specific innovativeness and
subjective norms were found to have a positive impact on online shopping
activity. Furthermore, consumers' attitudes toward online shopping had a positive
impact on their online shopping activity.
Synthesis
The literature presented in this chapter provides additional information in
conducting this study. Furthermore, the studies considered in this research were
found to be similar to the present study in some aspects. These studies helped
the researchers to have a deeper understanding of the topic.
The study of Tham et al. ,Ariff et al, and Bhatti, Saad, and Gbadebo (2019;
2014;2018) provides empirical evidence in the study of consumer online
behaviour. They choose four types of risk to examine its effect on consumers'
online attitude – product risk, financial, convenience and non-delivery risks. This
is related to the present study since the research uses the four perceived risk
factors as variables that affect the online shopping behavior during pandemic.
Sinha and Kim (2012) identifies that, perceived risks such as product,
convenience, financial, and non-delivery were significant factors for males, while
convenience risk and attitude toward online shopping were significant factors for
females. This is relevant to the current study because both focused on the five
perceived characteristics, with gender being one of the demographic profiles to

49
be evaluated. Moreover, the study of Punekar (2018) is related to the present
study as they both deal with the possibility of a return policy affecting a
consumer's online shopping behavior.
Furthermore, Kumar and Dange (2014); Kesuma et al. (2020) and
Kuswanto et al. (2019) dealt with the impact of perceived risk on youth's online
shopping and on the behavior of accounting students as they are online shopping
customers. This is relevant to the current study because it addresses the
financial risk component and the respondents are both accounting students in the
17-23 year old age bracket, which can be considered youth.
Lee and Huddleston, Sims and Xu (2010; 2012), and Dig (2017) shows
similarity to the present study to the extent of the use of financial, product
performance, and non-delivery risk. The other factors used in the said study such
as security, social, physical, and time risk shows that it varies in the focus of the
study. Likewise, the study of Koch et al. (2020) tackles the importance of
studying e-commerce consumption during the COVID-19. It is relevant since the
researcher believes that the current study can serve as a foundation of
knowledge for ecommerce in the Philippines, as well as analysing the Covid-19
impact on purchasing behaviour.
The study by Ali (2020) and by Chenarideset al. (2020) is related to the
present study since both focused on the Impact of COVID-19 on consumer
buying behavior toward online shopping. Lastly, the study of Moshref et al. (2014)
provides in-depth insight into what factors most influence online shoppers, how
they function, and what consequences they have for consumers and e-
50
commerce vendors. This is related to the present study since it shows similarity
in the purpose of the study which to assess on which factor of perceived risk is
more likely to affect the online purchasing behavior of shoppers.

51
Chapter III
RESEARCH METHODOLOGY
This chapter presents the research methodology that was utilized by the
researchers in the study. It includes research design, respondents, data
gathering instruments, data gathering procedure, and the statistical treatment of
data.
Research Design
The researchers used the descriptive method of research in gathering
information and analyzing the factors affecting the online shopping behavior of
accounting students during the pandemic.
According to Jongbo (2014) the goal of research design is to provide valid,
objective, precise, and cost-effective answers to research questions, as well as
to serve as a control platform, optimize structural variance, control extraneous
variance, and minimize error. This is important when conducting research
because it increases the reliability of the data and the results obtained.
Descriptive method is a kind of research method that deals with describing
the characteristics of the population or phenomenon studied. According to Gall,
Gall, & Borg, (2007), as cited by Nassaji (2015), it is more concerned with “what”
rather than “how” or “why” something has happened. The descriptive research
design includes the gathering of data that describes events and then organizes,
tabulates, and depicts the data thus the tools often used to gather data include
observation and survey.
This method was adopted by the researchers because of the significant
impact it can provide in analyzing and a better understanding of the data

52
gathered in this study. It is also suitable for the study because the study intended
to know the risk factors that affect the accounting students online shopping
behavior based on quantitative and qualitative data. By using descriptive
research design, data can be described, organized, tabulated, and collected
accordingly. The study relied on survey questionnaires to assess the participants'
responses. It was also used to get summary statistics by showing the responses
to all the items. This method was used to evaluate the factors that affect
accounting students' online shopping behavior during a pandemic.
Respondents of the study
The respondents of study involved the Accounting student, which includes
Accountancy and Management Accounting students from Batangas State
University Pablo Borbon Campus. There are factors that affect the online
shopping behavior of the consumers even before the pandemic but this study
was focused on the factors that affect the online shopping behavior of accounting
students after the widespread of the COVID-19 virus around the world. This
research discussed the spending of their household through online platforms
during the pandemic.
The respondents of the study were chosen because the researchers
wanted to find out how pandemic affects the spending of the students and their
household through online platforms and the factors they are considering in
purchasing items online. It should also be noted that students can be considered
as consumers as they shop online who frequently browse the internet .Thus, they
were able to provide pertinent study knowledge. The researchers asked for the
53
total number of enrolled students in the program of Accountancy and
Management Accounting and assessed a sample portion from the total number
of students that were relevant in conducting the study. Raosoft calculator was
used to get the sample size. Based on the computation, the desired sample size
is 546 accounting students. The estimated respondents were chosen randomly
from the total numbers of accounting students in Batangas State University Pablo
Borbon Campus.
Data Gathering Instrument
The researchers constructed the questionnaires to collect the primary data
about the factors that affect the online shopping behavior of accounting students
during the pandemic. The respondents of this study were the source of primary
information and the results and findings of this study were used to support the
decisions of accepting or rejecting the established hypothesis of the study. The
respondents selected were the accounting students of Batangas State University
Pablo Borbon Campus. The standardized survey questions were adapted from
the compiled questionnaires of the study of Swinyard & Smith (2003), Forsythe et
al, (2006) and Dai et al, (2014).
The questionnaire is consisted of two parts. The first part of the
questionnaire drew upon the consumer’s demographic characteristics/ profile.
The other part of the questionnaire was related to online factors that influence
consumers’ behavior during online shopping. This part of the questionnaire
survey was linked to the factors influencing accounting students’ online buying
behavior during the pandemic such as financial risk, product risk, convenience
54
risk, non-delivery risk, and return policy risk. The questionnaire was composed of
questions relevant to the needed information.
To enrich contents, the draft of the questionnaire was presented to the
thesis adviser, faculty, and industry experts for a better and easier understanding.
The researchers consulted the statistician and the grammarian for further
validation of the questionnaire. The survey questionnaire underwent several
revisions, to avoid indefinite answers from the respondents and to ensure
accurate answers from them. After validation, pre-survey was conducted to
determine its reliability, wherein a dry run was done with the accounting students
ai STI Batangas.
After testing the reliability, the researchers proceeded to the actual survey.
They have distributed the questionnaire to the accounting students of Batangas
State University Pablo Borbon Campus. They gave enough time for them to
answer all the indicated questions. Finally, they retrieved all the questionnaires,
tallied, classified, and then tabulated the result. The data were computed and
interpreted using the Likert scale.
A Likert Scale is a psychometric scale commonly used in questionnaires
and is the most widely used scale in survey research such that the term is often
used interchangeably with rating scale even though the two are not synonymous
(Magpantay, et.al, 2018). This will be used to evaluate empirical data. The Likert
scale is generally used for questionnaires, and is mainly used in quantitative
research. The benefits of using a Likert scale tool is to create attention among
55
respondents. For this study, a 1-5 point Likert scale will be used (1=Strongly
Disagree, 2=Disagree, 3=agree, 4=Strongly Agree) as shown below.
Table 1
Likert Scale
Options Scale Range Verbal Interpretation
4 3.50-4.00 Strongly Agree (negative impact)

3 2.50-3.49 Agree (fairly negative impact)
2 1.50-2.49 Disagree (fairly positive impact)
1 1.00-1.49 Strongly Disagree (positive impact)
According to Ajzen (1991), as a general rule, the more positive an
individual's attitude and subjective norm toward a conduct is, and the more their
perceived behavioral control are, the more likely they are to perform the activity
in question.
The scale was used to determine the corresponding value of the
respondents in their response to the questions stipulated in the instruments used
by the researchers. The option 4 is the highest with the scale range of 3.50-4.00
and with the verbal interpretation of strongly agree. On the other hand, the lowest
is option 1 with the scale range of 1.00-1.49 and with the verbal interpretation of
strongly disagree.
Data Gathering Procedure
The data were obtained from books, journals, thesis, and dissertations.
The researchers used the internet to gather additional information for the
analysis.
In conducting this study, primary data were needed which were collected
using survey questionnaires. In order to conduct the survey, total population of

56
the target respondents was identified. In acquiring the data, the researchers
emailed a letter to the records office for the total number of enrolled students in
the program of Accountancy and Management Accounting and assessed a
sample portion from the total number of students that were relevant in conducting
the study. The researchers determined the number of sample using the Raosoft
online calculator and chose sampling using the simple random sampling. Based
on the computation, with a 95 percent confidence level the desired sample size
would be 546 accounting students. This composed of 292 BSA and 254 BSMA
students. After determining the sample size required, the researchers used the
entire list of accounting students from each block to choose respondents
randomly. The researchers used the function Ranint in calculator for random
selection of the respondents. Consequently, as the total number of respondents
was already known, the researchers distributed the survey questionnaire to the
respondents. The researchers administered the questionnaire to the accounting
students through Google form. The survey questionnaire was accompanied by a
letter explaining the research's intent and significance, as well as a request for
their consent to participate in the study. The said letter was signed by the thesis
adviser. The respondents were assured that any element of the survey would be
handled with the utmost confidentiality and would only be used for academic
purposes.
The researchers tallied and tabulated the results then emailed them to the
statistician for analysis and interpretation. Following that, the study's findings
57
were revealed, prompting the researchers to make a few conclusions and
recommendations about the topic.
Statistical Treatment of Data
The data were analyzed and interpreted by the researchers using a variety
of statistical methods and techniques to arrive at a reliable analysis and
interpretation of the study's data.
Simple Random Sampling. A type of probability sampling in which a
researcher selects a selection of participants at random from a larger group.
Each person has an equal probability of being chosen. After that, data is
gathered from as large a percentage of the random selection as possible.
Frequency and Percentage. This was used to determine the quantitative
relation to the whole response from demographic profiles such as age, sex,
program year level, household income, number of family members, and location.
Weighted Mean. This was used to assess the level of factors affecting the
online shopping behavior of accounting students in terms of Financial Risk,
Product Risk, Convenience Risk, Non-delivery Risk, and Return Policy Risk.
Independent t-test. This was used to determine the significant difference
on the assessment of online shopping behavior factors when grouped according
to sex and program, and location.
One-way Analysis of Variance. This was used to determine the
significant difference on the assessment of online shopping behavior factors
when grouped according to year level, number of family members, monthly
income, and location

58
Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter focuses on the researchers' presentation, analysis, and
interpretation of data collected from respondents through a questionnaire. This
also allows for a critical examination of the information gathered. Statistical
methods were used to analyze and report the data collected from respondents of
this study.
1. Profile of the Respondents
The study determined the profile of the respondents clustered according to
their sex, program, year level, and household monthly income, number of family
members including their selves and their location or address. It shows effect on
the factors that affects the online shopping behavior of Accounting students of
Batangas State University Pablo Borbon Campus during the pandemic.
1.1 Sex
The biological distinctions between persons are identified by sex. The
frequency and percentage distribution of the respondents in terms of their sex is
shown in Table 2.
Table 2
Distribution of Accounting Students in terms of Sex
Sex Frequency Percentage
Male 90 16.5
Female 456 83.5
Total 546 100

59
The data demonstrate that the majority of the respondents in this study
were female, with a total frequency of 456 representing for 83.5 percent of the
overall size. In addition, with a total frequency of 90, the tables show that 16.5
percent of the respondents are male.
Men and women online shopping behavior and preference are different.
The table above shows that females outnumbered the male respondents. To
support, a survey conducted by Global Web reveals that 72 percent of Filipino
online shoppers are female while 28 percent are male. Females outweigh males
maybe because it gives them joy as they engage more in online buying activities
than males. According to Ling et al (2014), previous researchers confirmed that
females are hedonic purchasers. It means that people who buy products online
are driven by emotions and feelings because they like, enjoy and feel excited by
the online shopping experience. Females tend to have hedonic motivation
because they have higher shopping enjoyment, brand consciousness, price
consciousness and shopping confidence than males. The shopping enjoyment
and shopping confidence are related with emotion and also the sign of hedonic
motivation. However, Males place a high value on going online, fashion, and value in
this emotional motive. Consumers seem to shop online for enjoyment purposes
and to consider online shopping a distraction or leisure activity.
Another factor could be that females are more influenced by customer
reviews than males. The study conducted by Bae, S., & Lee, T. (2011) looks into
the impact of internet user reviews on purchasing intentions. They investigate
whether there are gender disparities in how people respond to online customer
60
evaluations. The study's results indicate that the impact of online consumer
evaluations on purchase intent is larger in women than in men. The outcome
could be attributable to females being more impulsive buyers than males, and
they are more likely to be drawn to promotional schemes offered by online shops,
resulting in their purchasing more frequently through online shopping than males.
1.2 Program
A bachelor's degree in accounting is a four to five year program that can
lead to a variety of corporate professions, such as accountants and auditors.
Each program has its own curriculum, but they all prepare students for business
jobs. The frequency and percentage distribution of the respondents in terms of
their program is shown in Table 3.
Table 3
Distribution of Accounting Students in terms of Program
Program Frequency Percentage
BSA 292 53.5
BSMA 254 46.5
Total 546 100
Table 3 presents the distribution of the respondents in terms of their
program. The table shows that most of the respondents are taking up Bachelor of
Science in Accountancy with a frequency of 292 which is 53.5 percent of the total
size. In addition, the table shows that 46.5 percent of the respondents are taking
up Bachelor of Science in Management Accounting with a frequency of 254.

61
It can be inferred that due to pandemic, students have begun to prefer
online shopping and they commonly utilize mobile apps to do online shopping for
products such as clothing and books. For a potential customer having restricted
time due to a study load or workload, online purchasing can be a viable option
due to its convenience, particularly during this pandemic when face-to-face
interaction is limited. Furthermore, since all schools and universities were closed
during the shutdown, students had few opportunities to enjoy their free time,
leading many to turn to internet shopping for entertainment knowing that there
are lots of brands to window shop in online shopping.
Through online purchasing, the various services supplied by the internet
provide students with a new perspective. Students can benefit from online
shopping because it is one of the services offered by the internet, which provides
a variety of purchasing advantages (Gupta & Bhatnagar, 2017). Moreover,
According to Kuswanto et al. (2019) the students’ online shopping behavior is
significantly influenced by enjoyment, perceived risk, and social influence. His
study also reveals that the availability of various brands and types of goods
makes online shopping even more enjoyable.
1.3 Year Level
Year level is the student classification for the four or five undergraduate
years. The following table will show the frequency and percentage distribution of
the respondents in terms of their year level.
Table 4 displays the frequency and percentage distribution of respondents
by year level.
62
Table 4
Distribution of Accounting Students in terms of Year Level
Year Level Frequency Percentage
First Year 193 35.3
Second Year 134 24.5
Third Year 158 28.9
Fourth Year 61 11.2
Total 546 100
The table reveals that first years have the highest number of respondents,
with a total frequency of 193 and 35.5 percent of the overall size. This is followed
by third year students having a total frequency of 158 and a percentage of 28.9.
Second-year students accounted for 24.5 percent of the total size, with a total
frequency of 134. The least number of respondents who cooperated with only
11.2 percent of the overall size and a total frequency of 61 are the fourth year
students.
A student's year level in terms of education can be associated with his or
her age. According to a recent survey performed by Global Web, 48 percent of
Filipinos intend to do more online shopping after the pandemic is over. The
survey also revealed that 45 percent are between the ages of 25 and 35, 22
percent are between the ages of 18 and 24, 16 percent are between the ages of
35 and 44, and 17 percent are 45 or older.
This indicates that college students between the ages of 18 and 23 have
crossed the age range of the second-largest contributors to online shopping
during the pandemic. It may also be interpreted that college students utilize
63
mobile apps and conduct online shopping more than any age group since they
grew up in a digital age with a more advance technology. In relation to this, prior
study reveals that younger customers search for more products online and
younger people feel that internet shopping is more convenient (Kesuma et al.
2020).
If retailers wish to make long-term plans, they must understand the impact
of consumers' age on the risk variables that drive online purchase behavior. This
is supported by the study of Marriott and Williams' (2018) which found that age
have a substantial influence on consumers' adoption of online purchasing.
According to Singh and Rana (2018), consumers' attitudes regarding online
buying are unaffected by their age.
However, despite the fact that the majority of the respondents are
younger, online shopping can be done at any age; it is simply a matter of
willingness to learn how to shop online, as well as understanding of the risks
involved with online shopping.
1.4 Household Monthly Income
The average revenue that comes into a household that earns in a certain
industry, economy, area, etc. is referred to as household monthly income. The
range of monthly household income is based on the latest 2018 Family Income
and Expenditure Survey (FEIS).The following data given show the distribution of
respondents in terms of household monthly income.
Table 5 presents the frequency and percentage distribution of the
respondents in terms of Household Monthly Income.

64
Table 5
Distribution of Accounting Students in terms of their Household Monthly
Income
Household Monthly Income Frequenc Percentage

y
Below P11,690 198 36.3
P11, 690 to P23, 381 206 37.7
P23, 381 to P46, 761 101 18.5
P46, 761 to P81, 832 29 5.3
P81, 832 to P140, 284 8 1.5
P140, 284 to P233, 806 3 0.5
At least 233,807 1 0.2
Total 546 100
The data shows that the majority of respondents' household generated
monthly income falls into the second bracket, or those earning more than Php
11,690 but less than Php 23, 381, with a total frequency of 206 or 37.7 percent of
the total size. Additionally, 198 respondents earned income below Php 11,690
which is the least amount based on the bracketing which comprised 36.3 percent
of the sample size.
Furthermore, households earning more than Php 23,381 but less than Php
46, 761, covering 18.5 percent of the whole sample size, had a total frequency of
101. Respondents who have a monthly household income of Php 46, 761 but not
over Php81, 832 have a total frequency of 29. This group also accounts for 5.3
percent of the sample size. This is followed by the respondents whose household
65
earns Php 81, 832 to Php 140, 284 with a percentage of 1.5 and a total
frequency of eight. However the total frequency of those who are earning over
Php 140, 284 but not over Php 233, 806 is three or 0.5 percent. The least
number of respondents when grouped according to their household monthly
income are those who earn at least 233,807. This has a frequency of 1 or 0.2
percent of the total sample size.
The majority of the respondents are categorized as poor or low-income
but not poor. It can be interpreted that the respondents are taking advantage of
the benefit of discounts and vouchers in order to purchase the product at a lesser
cost. Because of these advantages, the household monthly income has little
impact on their capacity to shop online.
Finding discounts online is most likely to benefit low-income people, which
is something that half of the online population sees as a benefit of purchasing on
the internet. According to Yoldas (2012), individuals with lower income tend to
approach online shopping activity more cautiously and find this medium as a
riskier place since their tolerance for financial losses is lower with respect to
consumers with higher income. Contrary to Nagra and Gopal (2013), their study
showed that income affected the frequency of consumers’ online shopping. The
higher the consumer's income, the more motivating consumers to do online
shopping.
1.5 Number of Family Members
Family member means a person related to you by blood, marriage or
adoption who is a resident of your household. This includes a ward or foster

66
child. The respondents of the study fall on different brackets and the following
data show the distribution of the respondents according to the number of their
family members.
Table 6
Distribution of Accounting Students in terms of their Number of Family
Members
Number of Family Members Frequency Percentage
5 and below 334 61.2
6-8 162 29.7
8-10 37 6.8
Above 11 13 2.4
Total 546 100
Table 6 presents the frequency and percentage distribution of the
respondents in terms of their number of family members. The table shows that
61.2 percent of the overall respondents have a family member of five. Out of 546
respondents, 162 have a family member of six but not over eight with 29.7
percent of the sample size.
Moreover, respondents with not less than eight but not over 10 family
members have a total frequency of 37 or 6.8 percent. Lastly, the least number of
respondents with a family member of 11 and above a frequency of 13 and
accounts for 2.4 percent of the total sample size.
Most of the respondents have a family member of five and below. This
indicates that the family has three children. Children's roles in society and the
family have evolved; they are now referred to as "hidden persuaders" in the
67
family who want to buy more branded and luxurious things. As a result, a family
with three children spends more on internet shopping. Additionally, because there
is only a small division of online shopping allowance in the family, having a few
members in the family can make online shopping possible. Dahiya (2012) stated
that families with two children have fewer responsibilities than extended families
so they go more on vacations, buy more airline tickets, take more online booking
of movie shows, buy more leisure products online which has led to an overall
more spend on online shopping by this category.
However, Hamad and Schmitz (2019) cited a study which discovered that
marital status and online shopping have a beneficial relationship. They said that
because married couples have two incomes, their household income is larger.
However, it should be noted that generalizability on this topic is tricky, as it is
unclear whether married couples have a dual family income in general.
1.6 Location/ Address
Address is specific to a place where someone lives or where a house or a
building is located. The following table presents the frequency and percentage
distribution of the respondents in terms their location
Table 7
Distribution of Accounting Students in terms of their Location
Location Frequency Percentage
Within Batangas Province 441 80.8
Outside Batangas Province 105 19.2
Total 546 100

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Table 7 presents that most of the respondents are living within Batangas
Province. 441 or 80.8 percent of those who responded are living within the
province.. The remaining 19.2 percent of respondents live outside of the province
with a frequency of 105.
Since the target respondents of this study are accounting students from
Batangas State University Pablo Borbon Campus, it is not surprising that most of
the students are living within Batangas Province. They could be a mix of students
who live in a remote or advanced area.
The COVID-19 pandemic is thought to have influenced consumer
behavior around the world, affecting local and global economies. (Ali, 2020).
According to the Global Web survey, only two percent of e-commerce
transactions occur in Batangas. Still, Batangueños have made a substantial
contribution to the Philippines' e-commerce growth.
However, since online shopping cannot be done without internet
connection, location without internet access can affect their shopping experience.
Contrary to the study of McHugh's (2014), which found that consumers in both
rural and urban areas purchase equally online and in traditional stores, His
research also discovered that the frequency with which people shop online is
unaffected by their location.
2. Assessment on the Factors that Affects the Online Shopping Behavior of
Accounting Students in Batangas State University Pablo Borbon Campus
during Pandemic.
69
The following table illustrates the level of perceived risk that affects
accounting students at Batangas State University Pablo Borbon Campus’ online
shopping behavior during the pandemic in terms of financial risk, product risk,
convenience risk, non-delivery risk, and return policy risk.
2.1 Financial Risk
Table 8 presents the distribution of the respondent’s level of risk in terms
of Financial Risk.
Table 8 shows the result on assessing the factors affecting the online
shopping behavior of accounting students during pandemic in terms of financial
risk. Financial risk is a potential net loss of money or monetary term from buying.
Table 8 has a composite mean of 2.95 and a verbal interpretation of agree. This
mean that the respondents believe that financial risk has a fairly negative impact
in online shopping.
Table 8
Title?
A. Financial Risk Mean Interpretation
1. I feel that there will be difficulty in settling

disputes when I shop online buying (e.g.
while retrieving my money). 3.0586 Agree
2. I might get overcharged if I shop online as

the retailer has my credit-card information. 2.6538 Agree
3. I may buy the same product at a lower price

from somewhere else. 3.3535 Agree
4. My credit card number may NOT be secure. 2.8022 Agree
5. Online stores will not share my banking

information. 2.9029 Agree
70
COMPOSITE MEAN 2.9542 Agree

Respondents agree, with a weighted mean of 3.3535, that they could get
the same thing for lesser prices elsewhere or from other online sellers.
Additionally, some questions were included in the survey questionnaire to gauge
their opinion on the difficulty of resolving disputes while retrieving money while
shopping online. With a weighted mean of 3.0586, the respondents believe that
resolving issues will be difficult when shopping online. They also agreed that if
they shop online, they might be overcharged because the vendor possesses their
credit card information, which has a weighted mean of 2.6538. In connection with
the second question, the buyer also agrees that their credit card number may not
be as secure as the retailers have their credit-card information but in contrast
with this, they still agree and trust that the online stores will not share their
banking information. The two consecutive questions have a weighted mean of
2.8022 and 2.9029, respectively.
As the continuous development of e-commerce arises, some transactions
in online shopping need to be paid using credit card or any banking card,
respondents are wary of spending money when shopping online. Consumers are
concerned about online safety and security in terms of using credit cards and
disclosing personal information if they opt to shop online but despite this, they
still trust and feel that the online shop owner will not disclose their credit card or
any banking information. Previous research has revealed that one of the most
common concerns when shopping online is credit card deception.(Adnan, 2014;
Abrar, Naveed, & Ramay, 2017). Customers prefer other payment methods, such
as cash on delivery, online/offline banking transfer, and third-party protected

71
payment methods, such as PayPal, to using credit cards, even if they place an
order online.
Additionally, respondents as consumers still want to buy at the lowest
possible price. That is why they tend to compare prices of the same product from
multiple shops because earning money during a pandemic is difficult, and they
want to be satisfied with their purchase given the budget they have. Dai et al.
(2014) said that there are two different reasons why online shoppers may suffer
monetary loss when shopping online. First, it is hard for online shoppers to
determine whether the price of the item purchased at a particular online retailer is
the lowest available compared to others. Second, financial losses may occur due
to credit card fraud, which is a primary financial concern among online shoppers.
Furthermore, according to the findings of a study by Babar et al. (2014),
financial risk has a negative impact on the attitude toward online buying, with the
rationale being that consumers have a fear of financial loss and security
concerns when shopping online.
2.2 Product Risk
of Product Risk.
The Table shows the result on assessing the factors affecting the online
shopping behavior of accounting students during pandemic in terms of product
risk. Product risk is the possibility that the product bought might face malfunction
and the quality is below the expected level. Table 9 has a composite mean of
72
3.3703 and a verbal interpretation of agree. This mean that the respondents
believe that product risk has a fairly negative impact in online shopping.
Table 9
Title
B. Product Risk Mean Interpretation
1. I might not get what I exactly ordered through

online shopping. 3.3187 Agree
2. I might receive malfunctioning product. 3.3077 Agree
3. It is hard to examine the quality of product when I

shop online. 3.5147 Strongly Agree
4. It is difficult for me to compare the quality of

similar products. 3.3315 Agree
5. The product purchased may NOT perform as

expected. 3.3791 Agree
With a weighted mean of 3.5147, respondents strongly agree that when
shopping online it would be hard to examine the quality of product. Because they
cannot examine the quality of the product, it would be difficult for the respondents
to compare the quality of the similar products. They agree on the fourth question,
with weighted mean scores of 3.3315. In relation to this, the respondents agree
that the product purchased may not perform as expected with a weighted mean
of 3.3791 and have a verbal interpretation as agree. The respondents also agree
that they might not get exactly what they ordered and might receive a
malfunctioning product through online shopping. The two consecutive questions
have a weighted mean of 3.3187 and 3.3077, respectively.

73
As much as possible, comparing similar products and checking their
quality in physical stores during a pandemic must be limited since the virus might
spread when all of the customers hold on to it. Because of this, respondents
have the option to do their shopping online even though there will be
uncertainties in receiving the right quality of products they ordered. While
shopping online, respondents also believed that it is hard to meet their
expectations. Indeed, online shopping is a matter of expectations versus reality.
According to Kuswanto et al. (2019), the perceived risk toward online shopping is
mostly due to the missing interaction between customer and seller as well as the
intangibility of the product, i.e. the quality of the product cannot be directly seen
by the customer. The customer often thinks about the risk of getting a poor
quality or defective product, or worries that the product will not be sent by the
seller.
Furthermore the study of Dig, (2017) reveals that among the perceived
risks, product risk was the most influential factor on participants’ online purchase
intention. This indicates that the participants' intention to buy something online is
greatly influenced by their opinion that the product will not work as expected.
2.3 Convenience Risk
of Convenience Risk.
shopping behavior of accounting students during pandemic in terms of
convenience risk. Consumers' views of difficulty placing an order, inability to

74
cancel an order once it has been placed, and delays in receiving or returning
products are all connected with convenience risk (Bhatti et al, 2018). Table 10
has a composite mean of 3.2960 and a verbal interpretation of agree. This mean
that the respondents believe that convenience risk has a fairly negative impact in
online shopping.
Table 10
Title
C. Convenience Risk Mean Interpretation
1. Finding the right product online is time

consuming. 3.0549 Agree
2. Cancellation of orders is a complex activity. 2.9835 Agree
3. I might face problems in returning the products. 3.4194 Agree
4. I buy only from online stores if the site content is
easy for me to understand and the information
provided is relevant. 3.5183 Strongly Agree
5. I buy only from online stores if they have an
easy and error free ordering and transaction
procedure 3.5037 Strongly Agree
The last two items have a weighted mean of 3.5183 and 3.5037,
respectively, with a verbal interpretation of "strongly agree." This means they are
very likely to consider purchasing from an online store if the site content is easy
to understand and the information provided is relevant, as well as if the ordering
and transaction procedure is easy and error-free. Respondents also agree that
returning the products may be difficult, with a weighted mean of 3.4194.
Moreover, the survey questionnaire provided some questions to gather their
stand regarding the time they would consume when they shop online. They
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agree that it would be time consuming when they find the right product when
shopping online which has a weighted mean of 3.0549. Furthermore, with a
weighted mean of 2.9835, some respondents think that canceling orders is a
complex activity.
There are several restrictions on going outside due to Covid 19, hence,
physical shopping and purchasing may be limited. Because the pandemic has
impacted not only our health but also our mental well-being, respondents do not
want to be anxious when making purchases. Especially for those who have
suffered academically, online shopping serves as a way to cope with their despair
or as a means of consolation or comfort in the face of the pandemic's misery.
They need an easy and error-free ordering and transaction process, as well as
relevant information so that finding products isn't a hassle or a waste of time. As
mentioned by Bhatti et al (2018) customers are irritated by the potential loss of
time when they look for a product on a website and compare one online shop's
product to another because most people do not know how to operate and search
for the proper products; also, purchasing products takes a long time before they
are used. Thus, it is supported by the study of Jiang (2013), that one of the most
important motivational elements that influences a customer's decision to buy a
product online is ease.
2.4 Non- Delivery Risk
of Non-Delivery Risk.
76
shopping behavior of accounting students during pandemic in terms of non-
delivery risk. Non-delivery risk refers to the possibility that a customer will not get
a product after making a transaction. Loss or damage to goods is linked to
potential delivery losses, making buyers concerned that their goods will not arrive
on time. (Tham et al, 2019). Table 11 has a composite mean of 2.8077 and a
verbal interpretation of agree. This mean that the respondents believe that non-
delivery risk has a fairly negative impact in online shopping.
Table 11
Title
D. Non- Delivery Risk Mean Interpretation
1. I might not receive the product ordered online 2.8974 Agree
2. I do not shop online because of non-availability

of reliable & well-equipped shipper. 2.4890 Disagree
3. If I shop online I cannot wait till the product

arrives. 2.6429 Agree
4. Orders may not be delivered on time 3.1667 Agree
5. Products ordered online may be wrongly

delivered (address, items). 2.8425 Agree
Table 11 indicates the gathered information about their perception of the
risk of non-delivery related to online shopping. In the first statement, they agree
that they might not receive the product ordered online which has a weighted
mean of 2.8974. For the second statement, the weighted mean is 2.4890 which
is verbally interpreted as disagree. This means that they still check out their
77
placed orders regardless of non-availability of reliable & well-equipped shippers.
Furthermore, respondents agree that once they check out their orders, they can't
wait until the product arrives (2.6429) but they still consider the fact that the
product they order may not be delivered on time (3.1667) due to some
circumstances such as products ordered online being delivered to the wrong
address (2.8425.). The three consecutive questions have a verbal interpretation
of agree.
Fear of COVID19 and feeling unsafe among consumers could explain the
increase in online shopping and related delivery services. Chenarideset al.
(2020) said that in the early stages of the pandemic, when there were no specific
guidelines in place, consumers attempted to avoid shopping in stores by relying
heavily on food delivery and pick-up services. The number of households using
grocery pickup as a shopping system has increased by 255 percent while the
number of households using grocery delivery systems has increased by 158
percent.
Furthermore, the results show that respondents do not mind if the courier
is unreliable or underequipped; what matters to them is that the merchandise is
delivered to them. In relation to this, according to Claudia, I. (2012), consumers
fear that delivery will be delayed due to various circumstances; the delivery
company won‘t deliver within the time frame agreed with customers, or
consumers fear that the goods may be damaged when handled and transported,
or no proper packaging and handling during transportation.

78
2.5 Return Policy Risk
of Return Policy Risk.
shopping behavior of accounting students during pandemic in terms of non-
delivery risk. Return Policy is the rules and procedure that the online merchants
develop to handle the process of returning or exchanging undesired or defective
products that the customer already purchased. Table 12 has a composite mean
of 3.1253 and a verbal interpretation of agree. This mean that the respondents
believe that return policy risk has a fairly negative impact in online shopping.
Table 12
Title
E. Return Policy Risk Mean Interpretation
1. I do not purchase online if there is no free

return shipment service available. 3.0000 Agree
2. I purchase online only when I can return the
product without any hassle. 2.9963 Agree
3. I do not purchase online if there is no money
back guarantee. 2.8535 Agree
4. I feel that there will be difficulty in settling
disputes when I shop online (e.g. while
exchanging products). 3.1795 Agree
5. An accommodating seller is a factor in making
the return procedure easier. 3.5971 Strongly Agree
The respondents strongly agree, with a weighted mean of 3.5971, that an
accommodating seller is a factor in making the return procedure easier. On the
other hand, they also agree that they do not purchase online if there is no free
79
return shipment service available and they only purchase online when they can
return the product without any hassle. This two statements got a weighted mean
of 3.0000 and 2.9963 with a verbal interpretation of agree. Moreover, the
respondents also agree, with a weighted mean of 3.1795, that it will be difficult to
resolve disputes when they shop online (e.g., when exchanging products).
Another consideration for some respondents while shopping online is the
assurance that their money would be reimbursed in the case of a dispute. With a
weighted mean of 2.8535, they agree that they do not buy online if there is no
money return guarantee.
It is important for the respondents to transact with an accommodating
seller since they believe that returning products and asking refunds for wrong
delivered products may be difficult. Moreover, it may be deduced that the
respondents are being wise in their online shopping. They make sure that upon
purchasing online, the retailer is offering a secured return process which includes
the money back guarantee/refund as well free shipping when returning the
product. Respondents see that using vouchers is likely to be beneficial,
particularly to students on a tight budget during the pandemic, when allowances
are scarce. This is supported by Kesuma et al. (2020), who said that affordable
rates, discounts, special offers, and special programs for students, as well as
security guarantees, are all important characteristics that students expect as
online shopping customers.
The presence of Covid-19 results for the drastic increase of online
shoppers but in connection to the disadvantage of online shopping, Punekar

80
(2018) said that because online items do not provide a physical touch of any
object, there is a high likelihood that the delivered product would not appear as it
was displayed on the internet, giving consumers the option of returning the item.
Furthermore, a clear worded, simple, easy to understand return policies is an
essential element in order to retain consumers. (Tham et al, 2019)
3. Difference in the Assessment of Factors that Affects the Online Shopping
according to profile.
The succeeding tables present the Difference in the Assessment of
Factors that Affects the Online Shopping Behavior of Accounting Students during
Pandemic when grouped according to profile. Each respondent has a different
shopping experience and has different perceived risk.
3.1 Sex
Based on the responses of the respondents, data were analyzed to know
if there is a difference between the risk factors towards online shopping behavior
of accounting students during pandemic when grouped according to sex.
Table 13
Difference in the Assessment of Risk Factors towards Online Shopping
according to Sex.
Variable t-value p-value Decision on Ho Interpretation
Financial Risk -.573 .567 Failed to Reject Not Significant
Product Risk -.552 .581 Failed to Reject Not Significant

81
Convenience -.606 .545 Failed to Reject Not Significant

Risk
Non - Delivery -1.122 .262 Failed to Reject Not Significant

Risk
Return Policy -.256 .798 Failed to Reject Not Significant

Risk
The computed t-value of -.552 with a p-value of .581 indicates that the null
hypothesis is not rejected. This means that there is no significant difference in the
effect of product risk towards online shopping behavior when grouped according
to sex. Male and female have similar perception of the possibilities of product risk
in online shopping even in the midst of a pandemic.
The computed t-value of -.606 and p-value of .545 reveal that the null
hypothesis is not rejected. There is no significant difference in the effect of
convenience risk towards online shopping behavior when grouped according to
sex. Male and females have similar perceptions of the ease of use of online
platforms in online shopping even in the midst of a pandemic.
The computed t-value of -1.122 and p-value of .262 reveal that the null
hypothesis is not rejected. There is no significant difference in the effect of non-
delivery risk towards online shopping behavior when grouped according to sex.
Male and females have similar perceptions and awareness of possible non-
delivery of products when shopping online in the midst of a pandemic.
hypothesis is not rejected. There is no significant difference in the effect of return
policy risk towards online shopping behavior when grouped according to sex.
82
Male and females have similar perceptions of the need for easy return processes
after product dissatisfaction in the midst of a pandemic.
Contrary to the study of Lin et al (2018) where it is discovered, however,
that perceived risk, particularly performance risk, has a greater negative impact
on male consumers' attitudes toward online buying. Furthermore, female
consumers were found to have a more favorable view regarding online shopping
platforms' financial stability (Wu, Quyen & Rivas 2016).
Additionally, Sinha and Kim (2012) argued that perceived risks (product,
convenience, financial, and non-delivery) and technology specific innovativeness
were found to be significant factors for males, whereas convenience risk and
attitude toward online purchasing were found to be significant factors for females.
3.2 Program
of accounting students during pandemic when grouped according to program.
Table 14
according to Program.
Financial Risk .938 .349 Failed to Reject Not Significant
Product Risk 3.252 .001 Reject Significant
Convenience Risk 2.508 .012 Reject Significant
Non - Delivery Risk .845 .398 Failed to Reject Not Significant
Return Policy Risk 1.139 .255 Failed to Reject Not Significant

83
Table 14 demonstrates that the null hypothesis is not rejected with a
computed t-value of .938 and a p-value of .349, indicating that there is no
significant difference in the effect of financial risk towards online shopping
behavior when grouped according to the program. In terms of financial risk,
students, despite program differences, are most likely to have similar perceptions
towards online shopping even in the midst of a pandemic.
The computed t-value of 3.252 with a p-value of .001 indicates that the
null hypothesis is rejected. This means that there is a significant difference in the
to program. In terms of product risk, students with different programs are most
likely to have different perceptions towards accepting the possible product risk in
online shopping in the midst of a pandemic.
The computed t-value of 2.508 and p-value of 0.12 reveal that the null
hypothesis is rejected. There is a significant difference in the effect of
program. In terms of product risk, students with different programs are most likely
to have different preferences in the ease of use of online platforms in online
shopping in the midst of a pandemic. In relation to the study of Jiang (2013) that
one of the most important motivational elements that influences a customer's
decision to buy a product online is ease. Access, search, appraisal, transaction,
and possession/post-purchase convenience are among the dimensions they
discover.
84
The computed t-value of .845 and p-value of .398 reveal that the null
delivery risk towards online shopping behavior when grouped according to
program. In terms of non-delivery risk, students, despite program differences, are
most likely to have similar perceptions towards the awareness of possible non-
delivery of products from online shopping in the midst of a pandemic.
The computed t-value of 1.139 and p-value of .255 reveal that the null
policy risk towards online shopping behavior when grouped according to
program. In terms of return policy risk, students, despite program differences, are
most likely to have similar perceptions towards the easy way process of the
possible return of items to online retailers in the midst of a pandemic.
Gupta & Bhatnagar (2017) stated that online shopping for students is one
of the services provided by the internet, which really offers a variety of
purchasing advantages. However, Kumar and Sobha (2015) also look into the
purchase habits of higher education students in Kerala when it comes to internet
shopping. The findings show that there is a positive trend toward online buying,
with perceived marketing mix and perceived reputation being the most important
factors in students' decision to buy things online.
Convenience risk was found to have a positive impact on consumers'
attitude, signifying that online buyers of this site trusted the online vendor and
they experienced less trouble with the site. The findings of the study also
indicates that consumers are not really concerned with the non-convenience
85
aspect of online shopping, such as handling returned products and examining the
quality of products featured in the online seller website. The online buyers'
attitude significantly and positively affects their online purchasing behavior
(Ariff et al 2014).
3.3 Year Level
of accounting students during pandemic when grouped according to year level.
Table 15
according to Year Level.
Variable F- p-value Decision on Ho Interpretation

value
Financial Risk 1.547 .201 Failed to Reject Not Significant
Product Risk 1.689 .168 Failed to Reject Not Significant
Convenience Risk .310 .818 Failed to Reject Not Significant
Return Policy Risk .233 .873 Failed to Reject Not Significant
computed F-value of 1.547 and a p-value of .201, indicating that there is no
behavior when grouped according to the year level. Students at different year
levels are most likely to have similar perceptions in handling their own finances
towards online shopping in the midst of a pandemic.

86
The computed F-value of 1.689 with a p-value of .168 indicates that the
null hypothesis is not rejected. This means that there is no significant difference
in the effect of product risk towards online shopping behavior when grouped
according to the year level. Students at different year levels are most likely to
have similar perceptions of the expectations of product quality from online
shopping in the midst of a pandemic.
The computed F-value of .310 and p-value of .818 reveal that the null
the year level. Students at different year levels are most likely to have similar
perceptions of the ease of use of online platforms in online shopping even in the
midst of a pandemic.
delivery risk towards online shopping behavior when grouped according to the
year level. Students at different year levels are most likely to have similar
perceptions of the possible fraud and non-delivery of items from online shopping
in the midst of a pandemic.
policy risk towards online shopping behavior when grouped according to the year
level. Students at different year levels are most likely to have similar ways of
87
reviewing possible returns in case of fraudulent acts and dissatisfaction in the
midst of a pandemic.
Year level can be associated with the student’s age which influences them
to enter the expanding world of e-commerce. Students have a great advantage in
terms of technology literacy leading them in the path of online shopping. It is
stated by Singh and Rana (2018) which says that consumer’ attitudes regarding
online buying are unaffected by their age. However, age was found to have a
substantial influence on consumers' adoption of online purchasing in the study
evaluating the moderating effect of age on perceived risk towards online
shopping (Marriott and Williams, 2018)
3.4 Household Income
of accounting students during pandemic when grouped according to household
income.
Table 16
according to Household Income.
Variable F- p- Decision on Ho Interpretation

value value
Financial Risk 1.142 .336 Failed to Reject Not Significant
Product Risk 1.186 .312 Failed to Reject Not Significant
Convenience Risk 1.912 .077 Failed to Reject Not Significant
Return Policy Risk .851 .531 Failed to Reject Not Significant

88
computed F-value of 1.142 and a p-value of .336, indicating that there is no
behavior when grouped according to the household income. Students of varying
household incomes will most likely have similar spending patterns even amidst
the pandemic
The computed F-value of 1.186 with a p-value of .312 indicates that the
null hypothesis is not rejected. This means that there is no significant difference
in the effect of product risk towards online shopping behavior when grouped
according to the household income. Students of varying household incomes will
most likely have similar perception before-purchasing reviews amidst pandemic.
The computed F-value of 1.912 and p-value of .077 reveal that the null
household income. Students of varying household incomes will most likely have
similar perceptions in needing computer literacy in online shopping amidst
pandemic.
household income. Students of varying household incomes will most likely have
89
similar perceptions in the possible non-delivery of items in the season of
pandemic.
policy risk towards online shopping behavior when grouped according to the year
level. Students of varying household incomes will most likely have similar
perceptions of ease of returns and costless return transactions amidst pandemic.
It was supported in the study of Mehrotra et al (2020) that consumers will
participate in online buying more if they have a higher income, and vice versa.
Similar to the study of Lubis (2018) which reveals that the higher one's income,
the more likely they are to shop online as well as what Punj (2011) had stated
that the consumer's decision to buy online is highly tied to their income level.
Punj's research found that when people's income rises, they become more
concerned with how purchasing might be made faster and more efficient.
3.5 Family members
of accounting students during pandemic when grouped according to family
members.
Table 17
according to Number of Family Members.
Variable F-value p- Decision on Interpretation

value Ho
Financial Risk .747 .524 Failed to Not Significant

90
Reject
Product Risk .535 .658
Failed to Not Significant
Reject
Convenience Risk .833 .476 Failed to Not Significant
Reject
Non - Delivery Risk 1.666 .173 Failed to Not Significant
Reject
Return Policy Risk 1.325 .265 Failed to Not Significant
Reject
computed F-value of .747 and a p-value of .524, indicating that there is no
behavior when grouped according to the family members. Students are most
likely to have similar perceptions in considering household income.
The computed F-value of .535 with a p-value of .658 indicates that the null
to the family members. Students are most likely to have similar perceptions in
accepting product satisfaction amidst pandemic.
family members. Students are most likely to have similar perceptions in
accepting less-cost usage of online platforms in the pandemic.
delivery risk towards online shopping behavior when grouped according to family
91
members. Students are most likely to have similar perceptions about the risk in
the delivery of products if there's no one at home to receive the parcel.
policy risk towards online shopping behavior when grouped according to the
family members. Students are most likely to have similar perceptions with other
family members towards positive and effective product returns.
Contrary to Dahiya (2012) which stated that families with two children
have less responsibilities than extended families so they go more on vacations,
buy more airline tickets, take more online booking of movie shows, and buy more
leisure products online which has led to an overall more spend on online
shopping by this category. However, according to the study of Naseri (2011),
despite the positive correlation discussed between being married, household
size, and the purchase of online goods and services, the result of their study
stated that there was no evidence to substantiate the effect of household size on
total internet shopping adoption.
However, Richa (2012) in his research indicates that marital status has no
significant effect on shopping preferences, but the larger the number of families,
the more chance they choose to conduct transactions online. When consumers
have colleagues to discuss, the accuracy of discussion becomes easier and
time-saving if they use online shopping. Conversely, when sharing their partner's
opinion does not exist, they tend to prefer to go directly to the market, evaluate
the goods directly and then make a purchase.

92
3.6 Location
of accounting students during pandemic when grouped according to Family
members.
Table 18
according to Location or Address.
Financial -1.301 .194 Failed to Reject Not Significant

Risk
Product Risk -1.457 .146 Failed to Reject Not Significant
Convenience -1.873 .062 Failed to Reject Not Significant

Risk
Non - -.853 .394 Failed to Reject Not Significant

Delivery Risk
Return -.998 .319 Failed to Reject Not Significant

Policy Risk
computed t-value of -1.301 and a p-value of .194, indicating that there is no
behavior when grouped according to the location or address. Students inside and
outside of Batangas city are more likely to have a similar perception in handling
financial aspects of online shopping amidst pandemic.
The computed t-value of -1.457 with a p-value of .146 indicates that the
null hypothesis is rejected. This means that there is a significant difference in the
93
to location or address. Students inside and outside of Batangas city are more
likely to have a similar perception in reviewing product quality and availability in
online shopping amidst pandemic.
The computed t-value of -1.873 and p-value of .062 reveal that the null
hypothesis is rejected. There is a significant difference in the effect of
location or address. Students inside and outside of Batangas city are more likely
to have a similar level of convenience in exploring online shopping transactions
amidst pandemic.
location or address. Students inside and outside of Batangas city are more likely
to have similar experiences and expectations of non-delivery of items amidst
pandemic.
hypothesis is not rejected. There is no significant difference on the effect of return
policy risk towards online shopping behavior when grouped according to location
or address. Students inside and outside of Batangas city are more likely to have
a similar requirement needed in completing return processes in online shopping
amidst pandemic.
94
Correspondingly, from the study conducted by McHugh (2014) in Wales, it
was stated that the use of internet shopping has increased the accessibility of
rural retailing to levels that are nearly equal to those found in more densely
populated places. When the data of both rural and urban respondents are
compared, it becomes clear that residents of rural communities do not make
more internet purchases than residents of urban towns.
Contrary, individuals in more densely populated areas use e-commerce
more than those in rural areas, according to Eurostat figures. However, the
disparity is minor, implying that e-commerce has an impact on both urban and
rural locations.
4. Information Dissemination Materials
The act of disseminating or broadcasting information is known as
information dissemination. This refers to the active distribution and dissemination
of all types of information to the users or audiences that deserve it.
Dissemination refers to “a planned process that involves consideration of target
audiences and the settings in which research findings are to be received and,
where appropriate, communicating and interacting with wider policy and…service
audiences in ways that will facilitate research uptake in decision-making
processes and practice” (Wilson, Petticrew, Calnan, & Natareth, 2010, p. 91).
The researchers developed this information dissemination materials to
give knowledge and information to online businesses in resolving consumer
concerns regarding issues that affect online shopping as well as to the customers
to be informed of the risks and be reminded to be cautious in doing online

95
shopping transactions. Since consumer behaviour cannot easily be determined
and are beyond of control of others, giving knowledge and information is a great
way to help them deal with online shopping.
The information dissemination provided is consist of information regarding
online shopping, effects of COVID-19 in e-commerce, customer experiences, and
reminders to customers as well as to the online retailers. This information can
assist the seller in increasing sales and developing a trusted customer-seller
relationship, both of which are beneficial in reaching their long-term goals.

96
97
98
99
Chapter V
SUMMARY, FINDINGS, CONCLUSION, RECOMMENDATION
This chapter presents the summary, findings, conclusions, and
recommendations drawn based on the results obtained by the researchers.
Summary
The study examined and analyzed the effects of Covid-19 pandemic
outbreak towards online shopping behavior of accounting students of Batangas
State University Pablo Borbon Campus. It was done by gathering first their
demographic profiles which include sex, year level, household income, number of
family members, and location. The study also aimed to assess their online
shopping behavior in terms of financial risk, product risk, convenience risk, non-
delivery risk, and return policy risk. Likewise, this assessed if there is a significant
difference in the assessment of online shopping behavior factors in groups
according to profile.
The study used a descriptive method of research and also used a survey
questionnaire as its main tool in gathering data. This study involved a total
respondents of 546 accounting students of Batangas State University Pablo
Borbon. This mainly focused on the Accountancy and Management Accounting
Student of Batangas State University Pablo Borbon Campus as its respondents.
Raosoft, percentage, weighted mean, independent t-test, one-way analysis of
variance, and frequency were the statistical tools used in the analysis of data.
Findings
The following are the findings of the study:

100
1. The total number of respondents is 456, composed of female with 83.5
percent of the total number. The remaining 16.5 percent are male which has a
frequency of 90. 292. Students from the program of BS Accountancy answered
the survey which composed 53.5 percent of the total number while on the other
hand 254 students from the program of Management Accounting responded
which is 46.5 percent of the total number of respondents. Moreover, most of the
respondents are first year college students who gained a frequency of 193 or
35.3 percent, 134 of them are second year students which composed 24.5
percent of the total respondents. Those who are in third year level got the
frequency of 158 or 28.9 percent. On the other hand, the fourth year level has a
frequency of 61 or 11.2 percent. Majority of the respondents have a household
monthly income of Php11, 690 to Php23, 381. It gained a frequency of 206 or
37.7 percent. 198 out of 546 or 36.3 percent have an income below Php11,690.
The 18.5 percent or 101 respondent’s incomes are Php23, 381 to P46, 761.
Additionally, 5.3 percent or 29 of them have a household monthly income of
Php46, 761 to P81, 832. Only eight or 1.5 percent has an average annual income
of Php81, 832 to Php140, 284. 3 or 0.5 percent has a household monthly income
of Php140, 284 to Php233, 806. However, only one or 0.2 percent has a
household monthly income of at least 233,807. In terms of family members, 334
students or 61.2 percent have five and below of family members. 162 or 29.7
percent have 6-8 family members. 37 students or 6.8 percent have 6-8 family
members and 13 or 2.4 percent have above 11 family members. Lastly, 441 of
the respondents are from the Province of Batangas which composed 80.8
101
percent of the total number. The remaining 19.2 percent are from outside the
Province of Batangas which has a frequency of 105.
2. The assessment of the respondent’s level of perceived risk in terms of
financial risk has a composite mean of 2.9542 which may be verbally interpreted
as agree that implied positive behavior towards financial risk. The result shows
that respondents as consumers still want to buy at the lowest possible price with
the highest weighted mean of 3.3535 and a verbal interpretation of agree. That is
why they tend to compare prices of the same product from multiple shops
because earning money during a pandemic is difficult, and they want to be
satisfied with their purchase given the budget they have. On the other hand, with
regard to the assessment of the respondent’s level of perceived risk in terms of
product risk, the responses have a composite mean of 3.3703. The study reveals
that when shopping online it would be hard to examine the quality of product with
a highest weighted mean of 3.5147 and a verbal interpretation of strongly agree.
To the extent of this study, the respondents had a composite mean of 3.2960 with
a verbal interpretation of agree in terms of convenience risk. The respondents
are very likely to consider purchasing from an online store if the site content is
easy to understand and the information provided is relevant, which got the
highest weighted mean of 3.5183 and verbally interpreted as strongly agree.
Moreover, with regard to the assessment of the respondent’s level of perceived
risk in terms of non-delivery risk, the responses have a composite mean of
2.8077 which may be verbally interpreted as agree. With the highest mean of
3.1667 and a verbal interpretation of agree, respondents are aware and

102
understand that their ordered item may not arrive on time or, in the worst-case
scenario, be delivered to the wrong address. It can be inferred that since the
pandemic set a new normal and there are a lot of restrictions, the respondents
became more understanding regarding a delay in delivering their products.
Lastly, With regard to the assessment of the respondent’s level of perceived risk
in terms of return policy risk, the responses have a composite mean of 3.1253
which may be verbally interpreted as agree. The respondents strongly agree with
the highest weighted mean of 3.5971 that an accommodating seller is a factor in
making the return procedure easier. Respondents believe that returning products
and asking refunds for wrong delivered products may be difficult. That is why it is
important for them to transact with an accommodating seller.
3. The difference in the assessment of risk factors towards online
shopping behavior of accounting students during pandemic when grouped
according to sex shows that the null hypothesis is not rejected with a computed t-
value of -.573 and a p-value of .567, indicating that there is no significant
difference between financial risk towards online shopping behavior when
grouped according to sex. In terms of financial risk, male and female online
customers have similar perceptions in handling financial aspects even in the
midst of a pandemic. The computed t-value of -.552 with a p-value of .581
indicates that the null hypothesis is not rejected. This means that there is no
significant difference between product risks towards online shopping behavior
when grouped according to sex. Male and females have similar perceptions of
the possibilities of product risk in online shopping even in the midst of a

103
pandemic. The computed t-value of -.606 and p-value of .545 reveal that the null
hypothesis is not rejected. There is no significant difference between
convenience risks towards online shopping behavior when grouped according to
sex. Male and females have similar perceptions of the ease of use of online
platforms in online shopping even in the midst of a pandemic. The computed t-
value of -1.122 and p-value of .262 reveal that the null hypothesis is not rejected.
There is no significant difference between non-delivery risks towards online
shopping behavior when grouped according to sex. Male and females have
similar perceptions and awareness of possible non-delivery of products when
shopping online in the midst of a pandemic. The computed t-value of -.256 and p-
value of .798 reveal that the null hypothesis is not rejected. There is no
significant difference between return policy risks towards online shopping
behavior when grouped according to sex. Male and female have similar
perceptions of the need for easy return processes after product dissatisfaction in
the midst of a pandemic.
The computed t-value of .938 and p-value of .349 reveal that the null
hypothesis is not rejected. There is no significant difference in the assessment of
risk factors towards online shopping behavior of accounting students during
pandemic when grouped according to program. In terms of financial risk,
students, despite program differences, are most likely to have similar perceptions
towards online shopping even in the midst of a pandemic. The computed t-value
of 3.252 with a p-value of .001 indicates that the null hypothesis is rejected. This
means that there is a significant difference in the effect of product risk towards
104
online shopping behavior when grouped according to program. In terms of
product risk, students with different programs are most likely to have different
perceptions towards accepting the possible product risk in online shopping in the
midst of a pandemic. The computed t-value of 2.508 and p-value of 0.12 reveal
that the null hypothesis is rejected. There is a significant difference in the effect of
86 programs. In terms of product risk, students with different programs are most
likely to have different preferences in the ease of use of online platforms in online
shopping in the midst of a pandemic. The computed t-value of .845 and p-value
of .398 reveal that the null hypothesis is not rejected. There is no significant
difference in the effect of non-delivery risk towards online shopping behavior
when grouped according to program. In terms of non-delivery risk, students,
despite program differences, are most likely to have similar perceptions towards
the awareness of possible non-delivery of products from online shopping in the
midst of a pandemic. The computed t-value of 1.139 and p-value of .255 reveal
that the null hypothesis is not rejected. There is no significant difference in the
effect of return policy risk towards online shopping behavior when grouped
according to program. In terms of return policy risk, students, despite program
differences, are most likely to have similar perceptions towards the easy way
process of the possible return of items to online retailers in the midst of a
pandemic.
The computed F-value of 1.547 and a p-value of .201 demonstrate that
the null hypothesis is not rejected. This means that there is no significant
105
difference in the effect of financial risk towards online shopping behavior when
grouped according to the year level. Students at different year levels are most
likely to have similar perceptions of the expectations of product quality from
online shopping in the midst of a pandemic. The computed F-value of 1.689 with
a p-value of .168 indicates that the null hypothesis is not rejected. This means
that there is no significant difference in the effect of product risk towards online
shopping behavior when grouped according to the year level. Students at
different year levels are most likely to have similar perceptions of the
expectations of product quality from online shopping in the midst of a pandemic.
The computed F-value of 1.689 with a p-value of .168 indicates that the null
to the year level. Students at different year levels are most likely to have similar
perceptions of the expectations of product quality from online shopping in the
midst of a pandemic. The computed F-value of .310 and p-value of .818 reveal
that the null hypothesis is not rejected. There is no significant difference in the
effect of convenience risk towards online shopping behavior when grouped
according to the year level. Students at different year levels are most likely to
have similar perceptions of the ease of use of online platforms in online shopping
even in the midst of a pandemic. The computed F-value of .062 and p-value of .
980 reveal that the null hypothesis is not rejected. There is no significant
difference in the effect of non-delivery risk towards online shopping behavior
when grouped according to the year level. Students at different year levels are
106
most likely to have similar 89 perceptions of the possible fraud and non-delivery
of items from online shopping in the midst of a pandemic. The computed F-value
of .233 and p-value of .873 reveal that the null hypothesis is not rejected. There
is no significant difference in the effect of return policy risk towards online
shopping behavior when grouped according to the year level. Students at
different year levels are most likely to have similar ways of reviewing possible
returns in case of fraudulent acts and dissatisfaction in the midst of a pandemic.
The computed F-value of 1.142 and a p-value of .336 indicate that the null
effect of financial risk towards online shopping behavior when grouped according
to the household income. Students of varying household income will most likely
have similar before-purchasing reviews amidst pandemic. The computed F-value
of 1.186 with a p-value of .312 indicates that the null hypothesis is not rejected.
This means that there is no significant difference in the effect of product risk
towards online shopping behavior when grouped according to the household
income. Students of varying household incomes will most likely have similar
before-purchasing reviews amidst pandemic. The computed F-value of 1.912 and
p-value of .077 reveal that the null hypothesis is not rejected. There is no
significant difference in the effect of convenience risk towards online shopping
behavior when grouped according to 91 household incomes. Students of varying
household incomes will most likely have similar perceptions in needing computer
literacy in online shopping amidst pandemic. The computed F-value of .669 and
107
significant difference in the effect of non-delivery risk towards online shopping
behavior when grouped according to household income. Students of varying
household incomes will most likely have similar perceptions in the possible non-
delivery of items in the season of pandemic. The computed F-value of .851 and
significant difference in the effect of return policy risk towards online shopping
behavior when grouped according to the year level. Students of varying
household incomes will most likely have similar perceptions of ease of returns
and costless return transactions amidst pandemic.
The computed F-value of .747 and a p-value of .524 indicate that the null
effect of financial risk towards online shopping behavior when grouped 93
according to the family members. Students are most likely to have similar
perceptions in accepting product satisfaction amidst pandemic. The computed F-
value of .535 with a p-value of .658 indicates that the null hypothesis is not
rejected. This means that there is no significant difference in the effect of product
risk towards online shopping behavior when grouped 93 according to the family
members. Students are most likely to have similar perceptions in accepting
product satisfaction amidst pandemic. The computed F-value of .833 and p-value
of .476 reveal that the null hypothesis is not rejected. There is no significant
difference in the effect of convenience risk towards online shopping behavior
when grouped according to family members. Students are most likely to have
similar perceptions in accepting less-cost usage of online platforms in the

108
pandemic. The computed F-value of 1.666 and p-value of .173 reveal that the
null hypothesis is not rejected. There is no significant difference in the effect of
non-delivery risk towards online shopping behavior when grouped according to
family members. Students are most likely to have similar perceptions about the
risk in the delivery of products if there is no one at home to receive the parcel.
policy risk towards online shopping behavior when grouped according to the
family members. Students are most likely to have similar perceptions with other
family members towards positive and effective product returns.
The computed t-value of -1.301 and a p-value of .194 indicate that the null
hypothesis is rejected. This means that there is a significant difference in the
effect of financial risk towards online shopping behavior when grouped according
to location or address. Students inside and outside of Batangas city are more
likely to have a similar perception in reviewing product quality and availability in
online shopping amidst pandemic. The computed t-value of -1.457 with a p-value
of .146 indicates that the null hypothesis is rejected. This means that there is a
significant difference in the effect of product risk towards online shopping
behavior when grouped according to location or address. Students inside and
outside of Batangas city are more likely to have a similar perception in reviewing
product quality and availability in online shopping amidst pandemic. The
computed t-value of -1.873 and p-value of .062 reveal that the null hypothesis is
rejected. There is a significant difference in the effect of convenience risk towards

109
online shopping behavior when grouped according to location or address.
Students inside and outside of Batangas city are more likely to have a similar
level of convenience in exploring online shopping transactions amidst pandemic.
The computed t-value of -.853 and p-value of .394 reveal that the null hypothesis
is not rejected. There is no significant difference in the effect of non-delivery risk
towards online shopping behavior when grouped according to location or
address. Students inside and outside of Batangas city are more likely to have
similar experiences and expectations of non-delivery of items amidst pandemic.
The computed t-value of -.998 and p-value of .319 reveal that the null hypothesis
is not rejected. There is no significant difference in the effect of return policy risk
towards online shopping behavior when grouped according to location 96 or
address. Students inside and outside of Batangas city are more likely to have a
similar requirement needed in completing return processes in online shopping
amidst pandemic.
Overall the factors that affected the online shopping behavior of
accounting students during the pandemic were high and the majority of the
respondents were careful and confident buyers.
4. The researchers developed a strategy approach based on the survey
results to aid online businesses in resolving consumer concerns regarding issues
that affect online shopping. The suggested strategies can also assist the seller in
increasing sales and developing a trusted customer-seller relationship, both of
which are beneficial in reaching their long-term goals.

110
Conclusion
Based on the findings, the following conclusions were drawn:
1. Most of the respondents are 1st year female BS Accountancy students
with five and below number of family members and household monthly
income of Php11, 690 to Php23, 381, located within Batangas Province.
2. Based on the results and findings, the assessment of online shopping
behavior in terms of perceived risk, namely; financial risk, product risk,
convenience risk, non-delivery risk and return policy risk were interpreted
as agree by the accounting students.
3. There is no significant effect in the assessment of the factors towards the
online shopping behavior of accounting students during pandemic when
grouped according to sex, year level, household monthly income, number
of family members and location. However, there is a significant
difference between product risk and convenience risk towards online
shopping behavior when grouped according to program.
4. Based on the results, the researchers developed information
dissemination materials to guide online sellers to reduce customer’s
perceived risk.
Recommendation
For the further improvement and understanding on the factors that affects the
online shopping behavior the following recommendations are offered:

111
1. The study recommends online business to limit return policy risk by setting
down clear approaches and systems. Additionally, they can reduce
product risk by showing clear, concise and relevant product information.
The researchers would also like to recommend that to improve their image
and gain good reviews with their customer; they must be accommodating,
patient, understanding and a well-mannered seller.
2. Based on the findings of the study, the researchers recommend that online
platforms should pay more attention to the female segments as results
prove that females shop more in online shopping as compared to men
during Covid19 pandemic.
3. Students and other groups of customers should pay close attention to the
online platform and the merchant they want to purchase from. Since the
pandemic prevents everyone from going to physical stores to shop, this
gives them the option to shop online. Researchers advise them to look for
legitimacy of the online shop and make sure there is an email address or
any contact information, as well as positive reviews left by their customers
on these online stores so that they will not be scammed and be a victim of
fraud.
4. The study focuses on the five perceived risks (financial risk, product risk,
convenience risk, non-delivery risk and return policy risk) which are factors
that affect online shopping behavior, since online consumer behavior is
such a complex socio-technical phenomenon with so many variables,
future researchers can target different variables like attitude, trust and
112
security and social media during a pandemic future researchers may
continue the study using any other respondents of the future research.
They can also target specific products in their research such as clothing
apparel or technological gadgets. It can be administered in developing and
developed countries since the boom of online shopping is a trend in these
locations particularly after the pandemic outbreak.

113
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133
APPENDICES
FREQUENCY & PERCENTAGE

SEX
Frequency Percent
134
Valid 1.00 90 16.5

2.00 456 83.5
Total 546 100.0
PROGRAM
Frequency Percent
Valid 1.00 292 53.5
2.00 254 46.5
Total 546 100.0
YEAR LEVEL
Frequency Percent
Valid 1.00 193 35.3
2.00 134 24.5
3.00 158 28.9
4.00 61 11.2
Total 546 100.0
HOUSEHOLD MONTHLY INCOME

Frequency Percent
Valid 1.00 198 36.3
2.00 206 37.7
3.00 101 18.5
4.00 29 5.3
5.00 8 1.5
6.00 3 .5
7.00 1 .2
Total 546 100.0
NUMBER OF FAMILY MEMBERS

Frequency Percent
Valid 1.00 334 61.2
2.00 162 29.7
135
3.00 37 6.8
4.00 13 2.4
Total 546 100.0
LOCATION
Frequency Percent
Valid 1.00 441 80.8
2.00 105 19.2
Total 546 100.0
WEIGHTED MEAN
VARIABLE MEAN
f1 3.0586
f2 2.6538
f3 3.3535
f4 2.8022
f5 2.9029
frave 2.9542
p1 3.3187
p2 3.3077
p3 3.5147
p4 3.3315
p5 3.3791
pave 3.3703
c1 3.0549
c2 2.9835
c3 3.4194
c4 3.5183
c5 3.5037
cave 3.2960
n1 2.8974
n2 2.4890
n3 2.6429
n4 3.1667
n5 2.8425
nave 2.8077
136
r1 3.0000
r2 2.9963
r3 2.8535
r4 3.1795
r5 3.5971
rave 3.1253
Valid N (listwise)
INDEPENDENT t-TEST
t Sig. (2-tailed)
frave Equal variances -.573 .567
assumed
Equal variances -.619 .537
not assumed
pave Equal variances -.552 .581
assumed
not assumed
cave Equal variances -.606 .545
assumed
not assumed
nave Equal variances -1.122 .262
assumed
Equal variances -1.129 .261
not assumed
rave Equal variances -.256 .798
assumed
not assumed
INDEPENDENT t-TEST
t Sig. (2-tailed)
frave Equal variances .938 .349
assumed
Equal variances .940 .348
not assumed
137
pave Equal variances 3.252 .001

assumed
Equal variances 3.231 .001
not assumed
cave Equal variances 2.508 .012
assumed
not assumed
nave Equal variances .845 .398
assumed
Equal variances .846 .398
not assumed
rave Equal variances 1.139 .255
assumed
not assumed
INDEPENDENT t-TEST
t Sig. (2-tailed)
frave Equal variances -1.301 .194
assumed
not assumed
pave Equal variances -1.457 .146
assumed
not assumed
cave Equal variances -1.873 .062
assumed
not assumed
nave Equal variances -.853 .394
assumed
not assumed
rave Equal variances -.998 .319
assumed
not assumed
ANALYSIS OF VARIANCE
F Sig.
frave Between 1.547 .201
Groups
Within Groups
Total
138
pave Between 1.689 .168

Groups
Within Groups
Total
cave Between .310 .818
Groups
Within Groups
Total
nave Between .062 .980
Groups
Within Groups
Total
rave Between .233 .873
Groups
Within Groups
Total
F Sig.
frave Between 1.142 .336
Groups
Within Groups
Total
pave Between 1.186 .312
Groups
Within Groups
Total
cave Between 1.912 .077
Groups
Within Groups
Total
nave Between .669 .675
Groups
Within Groups
Total
rave Between .851 .531
Groups
Within Groups
Total
139
F Sig.
frave Between .747 .524
Groups
Within Groups
Total
pave Between .535 .658
Groups
Within Groups
Total
cave Between .833 .476
Groups
Within Groups
Total
nave Between 1.666 .173
Groups
Within Groups
Total
rave Between 1.325 .265
Groups
Within Groups
Total
140
Batangas State University

COLLEGE OF ACCOUNTANCY, BUSINESS, ECONOMICS
& INTERNATIONAL HOSPITALITY MANAGEMENT
Gov. Pablo Borbon Campus I, Batangas City, Philippines 4200
www.batstate-u.edu.ph. Telefax (043)300-2202 loc226
CERTIFICATION
Form and Content Validation
This is to certify that the questionnaire for the thesis entitled “Factors Affecting
the Online Shopping Behavior of Accounting Student during Pandemic.” made by
Enconado, Trizha Marie; Galicia, Lovely Joy; Vaso, Patricia Ysabele a BS
Management Accounting student was validated and approved by the undersigned
authorities.
Mr. Joseph D. Mendoza

Adviser
Mrs. Imelda M. Flores, Ph.D. Lorena M. Mendoza, MPA

Statistician Editor / Grammarian
PANEL MEMBERS
Mrs. Angelica R. Manalo, Ph.D. Mrs. Imelda M. Flores,

Ph.D.
141
Member, Panel of Examiners External, Panel of Examiners
Mrs. Bendalyn M. Landicho, Ph.D.

Chairperson, Panel of Examiners
October 13, 2021

Dear Sir/Ma’am:
Greetings!
We, a student from the of Bachelor of Science in Management Accounting

Program are conducting our thesis entitled “Factors Affecting the Online
Shopping Behavior of Accounting Students during Pandemic” for the partial
fulfilment of the requirements for the degree Bachelor of Science in Management
Accounting
In connection with this, we are humbly asking your permission if you could
provide us necessary documents such as the total listed numbers enrolled in the
program of Accountancy and Management Accounting for the current semester
(1st Sem). Rest assured that we will be treating the data with the utmost
confidentiality and for academic purposes only.
We are hoping for your kind consideration on this for us to go ahead with
the rest of the plans. Thank you and God bless!
Sincerely yours,
Trizha Marie R. Enconado
Lovely Joy F. Galicia
Patricia Ysabel Vaso
Noted by:
142
Joseph D. Mendoza
Thesis Adviser
Dear Respondents,
We, Enconado Trizha Marie, Galicia, Lovely Joy, and Vaso Patricia
Ysabel, fourth year Bachelor of Science in Management Accounting students of
Batangas State University Pablo Borbon Campus, are humbly asking for your
participation in our research study about “Factors Affecting the Online
Shopping Behavior of Accounting Students during Pandemic”. This study is
being conducted in partial fulfilment of the requirement for the degree Bachelor of
Science in Management Accounting, hence, an undergraduate project.
You were selected as a potential participant in this study as we are
targeting accounting students who used internet shopping to cope with the stress
of their online classes during the pandemic. The data you provide will aid
researchers in better understanding and describing the factors that affect a
customer's online shopping behavior. The information collected may not benefit
you directly, but the information learned in this study should provide more wide-
ranging benefits. This survey will take about ten minutes or less to accomplish.
Any results published in an academic journal or through other academic
outlets/platforms will be anonymous, and utmost care will be taken to guarantee
that no other information in the discussion may be used to identify you.

143
Sending you Positive
Vibes,
Researchers
QUESTIONNAIRE
Factors Affecting the Online Shopping Behavior of Accounting
Students during Pandemic.
Name (Optional):_____________________________
Part I: Profile of the Respondents
Instructions: Kindly check the box for each of the following questions.
Information from this section will be highly confidential.
1. Sex
a. Male
b. Female
2. Program
a. BS Accounting
b. BS Management Accounting
3. Year Level
a. First Year d. Fourth Year
b. Second Year e. Fifth Year
c. Third Year
4. *Household Monthly Income
a. Below P11,690 e. P81, 832 to P140, 284
b. P11, 690 to P23, 381 f. P140, 284 to P233, 806
c. P23, 381 to P46, 761 g. At least 233,807
d. P46, 761 to P81, 832
5. Number of family members (including yourself):
144
a. Below 5 c. 8-10
b. 6-8 d. Above11
6. Location/ Address:_______________
Part II: Online Shopping Behavior Factors
Students and instructors have faced numerous obstacles as a result of

the COVID-19 pandemic, which has had an impact on them physically,
intellectually, financially, and mentally. A lot of college students experience
stress and anxiety as a result of schools being closed, physically distancing
guidelines and isolation, and other unexpected changes to their lives.
For this reason, the researchers believe that students have become
more aggressive in their online buying to cope with their despair or as a means
of consolation or comfort in the face of the pandemic's misery.
Directions: Below are the factors that affect the online shopping behavior of
customers. Kindly answer the questions by checking the appropriate column.
Legend:
4- Strongly Agree 3- Agree 2- Disagree 1-Strongly Disagree

A. Financial Risk 4 3 2 1
1. I feel that there will be difficulty

in settling disputes when I shop
online buying (e.g. while
retrieving my money).
2. I might get overcharged if I shop

online as the retailer has my
credit card info
3. I may buy the same product at

a lower price from somewhere
else
145
4. My credit card number may

NOT be secure.
5. Online stores will not share

my banking information.
B. Product Risk 4 3 2 1
1. I might not get what I exactly

Ordered through online shopping.
2. I might receive
malfunctioning product.
3. It is hard to examine the quality

of product when I shop online.
4. It is difficult for me to compare

the quality of similar products.
5. The product purchased may

NOT perform as expected.
C. Convenience Risk 4 3 2 1
1. Finding right product online is

time consuming.
2. Cancellation of orders is a
complex activity.
3. I might face problems in

returning products.
4. I buy from online stores only if

the site content is easy for me to
understand and the information
Provided is relevant.
5. I buy from online stores only if

they have an easy and error free
ordering and transaction
Procedure.
146
D. Non- Delivery Risk 4 3 2 1
1. I might not receive the

product ordered online
2. I do not shop online because of

non-availability of reliable &
well-
equipped shipper
3. If I shop online I cannot wait till

the product arrives.
4. Orders may not be delivered

on time.
5. Products ordered online may be

wrongly delivered (address,
items).
E. Return Policy Risk 4 3 2 1
1. I do not purchase online if there

is no free return shipment service
Available.
2. I purchase online only when I

can return the product without any
Hassle.
3. I do not purchase online if there

is no money back guarantee.
4. I feel that there will be difficulty

in settling disputes when I shop
online (e.g. while exchanging
Products).
6. An accommodating seller is
a factor in making the return
Procedure easier.
The questions are adopted from Swinyard & Smith (2003), Forsythe et
al. (2006),Hooria Adnan (2014), Lewis (2006)and Dai (2014). Many previous
147
researches are also based on their questionnaires, thus their questions can be
seen as reliable and trustworthy with the smallest information criterion, thus the
questionnaire is based upon their research contribution.
Instruments Creators and Years No. of Questions Adopted
Financial Risk Swinyard & Smith Item 1-2

(2003), Forsythe et al,
(2006) Item 3-5
Dai et al, ( 2014)
Product Risk Swinyard & Smith Item 1-3

(2003), Forsythe et al,
(2006), Item 4-5
Dai et al, ( 2014)
Non Delivery Risk Forsythe et al, (2006) Item 1-4
Convenience Risk Forsythe et al, (2006) Item 1-3

Hooria Adnan (2014) Item 4-5
Return Policy Risk Lewis (2006) Item 1-4

148
CURRICULUM VITAE
149

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FACTORS AFFECTING THE ONLINE SHOPPING

BEHAVIOR OF ACCOUNTING STUDENTS

BEHAVIOR OF ACCOUNTING STUDENT DURING PANDEMIC prepared and

Ysabel in partial fulfillment of the requirements for the degree Bachelor of

Science in Management Accounting, has been examined and is recommended

for acceptance for oral examination.

Approved by the Committee on Oral Examination with a grade of____.

BENDALYN M. LANDICHO, Ph.D.

IMELDA M. FLORES, Ph.D. ANGELICA MANALO, Ph.D.

Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Accounting Management.

___________ BENDALYN M. LANDICHO, Ph.D.

DATE Dean, CABEIHM

The researchers, would like to express their heartfelt gratitude to

assistance, advice, and words of encouragement, this study will not be a

success.They will forever be grateful to all of them:

Batangas State University, for being the repository of knowledge and

providing them with the opportunity to improve their capabilities;

The researchers’ adviser, Mr. Joseph D. Mendoza, for his advice,

assistance, knowledge, and words of encouragement in the completion of

The researchers’ professor, Dr. Mary Grace T. Mandane, for the

guidance of the content of the research;

The members of the panel, led by Dr. Bendalyn M. Landicho, along

comments, and attentive supervision;

review and improve the construction of this research paper;

The Accountancy and Management Accounting students of Batangas

State University Pablo Borbon Campus, for cooperatively answering the

To each and everyone, Thank you sincerely!

II. REVIEW OF RELATED LITERATURE

III. RESEARCH METHODOLOGY

IV. PRESENTATION, ANALYSIS AND INTERPRETATION

V. SUMMARY, FINDINGS, CONCLUSIONS AND

2 Distribution of Accounting Students in terms of Sex 58

3 Distribution of Accounting Students in terms of Program 60

4 Distribution of Accounting Students in terms of Year Level 62

5 Distribution of Accounting Students in terms of

6 Distribution of Accounting Students in terms of

7 Distribution of Accounting Students in terms of

12 Return Policy Risk 78

13 Difference in the Assessment of Risk Factors

14 Difference in the Assessment of Risk Factors

15 Difference in the Assessment of Risk Factors

17 Difference in the Assessment of Risk Factors

18 Difference in the Assessment of Risk Factors

1 Theory of Planned Behavior 6

online shopping behavior of accounting students of Batangas State University

research method and used survey questionnaires as the primary instrument to

of variance, Independent t-test as their statistical tool.

household monthly income of Php11, 690 to Php23, 381, located within

assessment of the factors towards the online shopping behavior of accounting

monthly income, number of family members and location. However, there is a

shopping behavior when grouped according to program.

description of the introduction, background of the study, statement of the

problem, theoretical framework, conceptual framework, research hypothesis,

scope and limitation, significance of the study and definition of terms.

identified as a new coronavirus (severe acute respiratory syndrome coronavirus

2, or SARS-CoV-2), named latterly as Coronavirus Disease-19 or COVID-19.

distancing, businesses, schools, community centers, and non-governmental

allowed, and lockdown measures have been enforced in many countries,

end outstanding growth and thus reduce tension on medical services.

economies around the world due to illness and government-mandated social

households, resulting from the pandemic, is hard to foresee as many confusions