CONSUMERS’ ATTITUDE TOWARDS ONLINE SHOPPING

IN SAN FRANCISCO, AGUSAN DEL SUR

A Thesis Presented to the Faculty of Accounting,

Business and Management Department

Southway College of Technology

San Francisco, Agusan del Sur

In Partial Fulfillment of the Requirements

of Bachelor of Science in

Business Administration

Jaira Marisse T. Cerna

Donna Pearl C.Detalo

Happy S. Mamerto

Demar M. Odchigue

Ira Camille Samson - Flores

DECEMBER 2022
 SOUTHWAY COLLEGE OF TECHNOLOGY
(SOCOTECH)
San Francisco, Agusan del Sur, Philippines
Telefax: (085) 839-4476/1170
www.socotech.edu.ph

APPROVAL SHEET

This thesis entitled, “CONSUMERS’ ATTITUDE TOWARDS ONLINE SHOPPING IN

SAN FRANCISCO, AGUSAN DEL SUR “.It was prepared and submitted by Jaira Marisse T.
Cerna, Donna Pearl C. Detalo, Ira Camille Samson - Flores, Happy S. Mamerto, and
Demar M. Odchigue in partial fulfillment of the requirements for the degree of BACHELOR
OF SCIENCE IN BUSINESS ADMINISTRATION has been examined and approved for oral
examination.

JOLIE MAR C. MANCERA, LPT

Adviser

PANEL OF EXAMINERS
Approved by the committee on Oral Examination

GLADYS M. AMPARADO, DBA

Chairperson

IRENE B. EMPOC
Examiner

Accepted and approved in partial fulfillment for the Degree of Bachelor of

Science in Business Administration.

GLADYS M. AMPARADO, DBA

Dean, Business, Accounting and Management
 i

ACKNOWLEDGMENT

This study would not have been possible without the direction and

assistance of various people who offered and extended their significant effort

and aid in the preparation and completion of this study.

We would want to sincerely thank our devoted parents and family,

who have helped us in all of our endeavors and motivated us to complete our

study and pursue our objectives.

We would like to express our gratitude to our advisor, Jolie Mar

Mancera, LPT., for his honesty, unwavering encouragement, patience, and

unequaled knowledge in assisting with the development of this study.

To our beloved research instructor and panel of examiners head

Gladys M. Amparado, DBA. Similar gratitude is extended to Mrs. Irene

Empoc, a panelist who provided us with a great deal of inspiration, zeal, and

knowledge to make our research more relevant and illuminating.

For sharing her expertise with us, offering an explanation, and

guaranteeing the validity of our study, we are grateful to the statistician.

We are very grateful to God, our Father, the Most High and All-

Powerful, for granting us the opportunity to travel through this life path.
 ii

DEDICATION

The researchers would like to dedicate this work to their mentor

Gladys M. Amparado, DBA, who provided us with the information and

motivation to finish it.

A commendation to our parents and family who are our role models,

mentors, cheerleaders, and unending sources of assistance, especially in

terms of material, spiritual, and support and encouragement.

The people of San Francisco, Agusan del Sur served as our

respondents, and we are grateful to them for their invaluable insights that

contributed to ensure the validity of this study.

Above all, we thank our Almighty God, the source of life, for giving

us the guidance, security, knowledge, and courage required to effectively

accomplish this research despite difficulties in our daily lives.

 iii

ABSTRACT

The Consumer’ Attitude towards Online Shopping focused on San

Francisco, Agusan del Sur's consumer perception of online purchasing.

Consumer attitudes are generally viewed as being agreeable. On the other

hand, everyone agrees that online purchasing is increasing. One hundred

(100) internet shoppers from San Francisco, Agusan del Sur, were used in the

research design. To describe the levels of consumer mindset and online

buying among students, the researchers employed a descriptive-correlational

approach. The correlation between customer attitudes and internet shopping

has also been established. The researchers chose study participants using a

purposive sampling strategy, which relies on the researcher's own discretion.

Affective, cognitive and behavioral were used to measure the

independent variables. Perceived benefits, convenience, and product variety

were the dependent variables measured. This also emphasized the

significance of the correlation at the P-value less than 0.05 level of

significance. The study's conclusions was based on the questions that the

respondents was given to answer. The statistician used weighted mean and

Pearson Rho to assist with the analysis and interpretation of the responses

after the survey. The hypothesis assumed that there was no meaningful

association between the independent and dependent variables. The finding

have shown that consumers ’attitude is significant to online shopping that

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rejects the null hypothesis.

Table of Contents

ACKNOWLEDGMENT.............................................................................................i

DEDICATION..........................................................................................................ii

ABSTRACT.............................................................................................................iii

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

THE PROBLEM AND ITS BACKGROUND...........................................1

Background of the Study..........................................................................1

Review of Related Literature....................................................................3

Theoretical Framework............................................................................8

Conceptual Framework..........................................................................11

Statement of the Problem.......................................................................14

Hypothesis............................................................................................14

Scope and Limitation.............................................................................14

Significance of the Study.......................................................................15

Definition of Terms...............................................................................15

Chapter II..............................................................................................................17

Method.................................................................................................17

Research Design....................................................................................17

Research Environment, Population and Sample........................................17

Sampling Technique..............................................................................19
 v

Research Instrument..............................................................................19

Data Gathering Procedure......................................................................20

Statistical Treatment..............................................................................20

Chapter III............................................................................................................21

ANALYSIS AND RESULTS.................................................................21

Chapter IV............................................................................................................31

Findings................................................................................................31

Conclusion............................................................................................31

Recommendation...................................................................................32

REFERENCES.......................................................................................................34

APPENDICES A.....................................................................................................40

CURRICULUM VITAE..........................................................................................47
 1

Chapter I

THE PROBLEM AND ITS BACKGROUND

Background of the Study

In today's environment, online shopping is a convenient solution for busy people.

Customers' shopping habits have changed dramatically during the last decade. Despite the

fact that people continue to buy from physical stores, users or buyers find online

shopping to be incredibly handy. Modern individuals are so busy that they cannot or will

not spend much time shopping, therefore online buying saves them time. Online shopping

is growing more popular and preferred among a set of consumers seeking better value

propositions in terms of knowledge, convenience, cost, and choice as more consumers

become more aware with the Internet and its benefits.

On the other side, some online shoppers are adventurous explorers, pleasure

seekers, and shoppers who enjoy shopping, while others are technology muddlers who

despise waiting for their orders to arrive. Online consumer’s attitude (user actions during

product search, purchase, and use) has become a popular research topic for a growing

number of researchers seeking to understand the unique nature of online purchasing

(Cuneyt and Gautam 2004). A company's main purpose is to provide products and

services that best meet the needs of its customers. A company that provides excellent

customer service is more successful than its competitors because delighted customers are

more likely to make repeat purchases. Furthermore, as Internet availability spreads

throughout the Philippines, online shopping is rapidly growing and has the potential to

increase dramatically in the future. The goal of this research is to learn about consumer’s
 2

attitudes toward online shopping, as well as their preferences, dislikes, and levels of

satisfaction.

More than 627 million people worldwide have already done their shopping online.

The biggest internet shoppers globally are the British and Germans. The most common

commodities bought on the internet are books, tickets for flights, reservations for hotels,

clothes, shoes, films, and games, as well as other technology devices. (Nielsen, 2007).

Business organizations are organizing a variety of marketing activities such as market

research, product creation, informing customers about product features, promotion,

customer services, customer feedback, and so on. In order to give customer benefits and

higher satisfaction, online shopping is utilized as a channel for communication and

electronic commerce. Because of this, it is more convenient and is growing in popularity

every day. Online buying comes with risks in addition to rewards. Because of credit card

fraud, loss of privacy, non-delivery risk, and lack of assurances on the quality of the

goods and services, internet users often avoid online purchasing. In order to reduce the

risk associated with e-business, concerned authorities are developing policies.

In Bangladesh, consumers have not yet developed a strong routine of frequent

online shopping. Consumers purchase online to save time and to find the widest selection

of goods and services, according to the report (Eze, Manyeki, Yaw, & Har, 2011; Ritchie,

Lewis, Nicholls, McNaughton, & Ormiston, 2014). The similar type of behavior exists

between men and women when it comes to like and disliking characteristics; the ability to

get house deliveries is most disliked, while being unable to touch and feel the object is

most favored. They find information about online shopping on websites, particularly

social networking sites, and they typically pay with cash on delivery when they buy
 3

clothing and accessories. Most consumers worry about the security of the payment

system and their overall online.

In the Philippines, convenience, lower prices, and special offers are the main

factors for customers to buy online where most people prefer to do so, particularly during

the Christmas season and other special holidays beginning in December. Additionally, it

is reported that internet buying has increased throughout the years. In fact, surveys

conducted in 2015 found that 90% of Filipinos preferred online shopping to traditional

retail because it allows customers to save significantly more money than shopping in-

person. Links to additional resources on their products are frequently provided by internet

retailers. On the other hand, some internet shoppers enjoy shopping, being adventurous,

having fun, and experimenting with technology (Meta, 2021). They also dislike waiting

for deliveries. In order to comprehend the distinctive features of online shopping, an

increasing number of studies are now focusing on online consumer behavior (user action

during product seeking, purchasing, and use).

Today’s youth, are experimenting with new forms of purchasing, which has

resulted in the popularity and rise of online shopping in San Francisco, Agusan del Sur.

Unlike conventional stores, internet stores describe all of their products using text,

images, and multimedia materials. Many internet businesses will include links to a wealth

of additional product information.

Review of Related Literature

This section presented literature that provide the needed information relevant

to the study of the consumers’ attitude towards online shopping in San Francisco,

Agusan del Sur, and how each variable is associated with each other. The independent
 4

variable which is consumer’s attitude has the following three indicators: affective,

cognitive and behavioral. (Bhatti & Rahman, 2020). On the other hand, the dependent

variable is online shopping with the following three indicators: perceived benefits,

convenience and product variety. (Laura Arnau , 2017).

Affective

Consumer affective responses to the companies' actions may be positive and

negative. According to our logic, hesitation is a major element in forecasting online

shopping cart abandonment, especially at the final payment step, where security concerns

or a fear of regret may cause a customer to reconsider their purchase (Cho , 2006; Erdil,

2018). They also evaluate emotional and affective elements that can either impede or

encourage purchasing. Of course, the same issues that restrict people from buying in

stores will influence their purchasing decisions online. Concerns about an item's pricing,

for example, or about choice (when a buyer is overwhelmed by the variety of similar

things available). However, this research will focus on affective and emotional elements

induced by specific qualities of the online shopping environment that might improve

motivation to buy, such as when customers perceive website navigation as fluent or

secure, as well as those that can undermine or prohibit purchasing. Consumers will likely

depart a website if security issues are raised if the purchasing experience is disfluent due

to website layout or navigation (Sreb, 2018; Indiani and Fahik, 2020). In contrast,

positive feelings like trust, on the other hand, are more likely to encourage purchasing

since they are linked to a more surface processing mode and suggest that the environment

is safe. Importantly, the researchers claim that positive emotions encourage buying

whereas negative emotions discourage it during the online shopping process. They cover
 5

how to deal with unpleasant moods and emotions that arise during the internet purchasing

experience (Tang and Lin, 2019).

Cognitive

Cognitive aspect of consumer attitude has significant role in buying behavior and

the specific meaning of the product attribute is generating from cognitive process (Caro

& Garcia, 2007). Cognitive analysis of product and service or brand reflects the brand

image (Malhotra, 2005). Cognitive brand attribute has significant influence on

consumer’s overall attitude towards brand (Da Silva & Syed Alwi, 2006). Cognitive

aspect of attitude is based on consumers knowledge, past experience and belief towards

particular product or brand consumer had (Perner, 2018).

Behavioral

Day-by-day taste, preference and choices are varying regarding different factors

such as the Internet emergence. However, this development needs some more

understanding related to the consumer’s behavior. Consumer behavior research identifies

a general model of buying behavior that depicts the processes used by consumers in

making a purchase decision (Vrender, 2016). Those designs are paramount to the

marketer as they can explain and predict consumer purchase behavior. Apart from

traditional purchasing in physical stores, purchase behavior has been studied in a variety

of marketing fields (Nguyen ., 2016), luxury brands and products (Beuckels and Hudders,

2016), and online purchase (Sundström ., 2019). In this study, online purchase behavior is

defined as the frequency with which consumers make purchases via the Internet.

Consumer intentions, according to (Ajzen, 1991), are a measure of how willing people

are to engage in a given action, which in this case would be defined as online purchase
 6

behavior. One of the initial barriers to internet shopping has been discovered to be a lack

of intention to buy.

Perceived Benefits

Elwalda, Lü, and Ali (2016) defined perceived benefits as "the advantages

connected with online purchasing experience, such as convenience, price comparison,

time savings, return policy, ease of shopping, enjoyment, and better customer-retailer

relationship." The four characteristics of perceived benefits of online shopping

established by Hsu and Bayarsaikhan (2012) were shopping convenience, product

selection, shopping comfort, and hedonic/enjoyment. According to San Lim, Heng, Ng,

and Cheah (2016), a well-designed website provides clients with relevant information and

additional benefits, which increases sales volume and the company's reputation. Family

and friend recommendations are also thought to have an impact on customers' purchase

intentions. Consumer attitudes toward online shopping usually been determined by two

factors; one is trust, and another is perceived benefits (Hoque, Ali, & Mahfuz, 2015).

Therefore, trust and perceived benefits seem to be the critical conjectures of consumer

attitude toward online shopping (Al-Debei, Akroush, & Ashouri, 2015; Hajli, 2014).

Moreover, information quality, merchandise attribute, website design, transaction

capability, payment, security/privacy, delivery, self-consciousness, state of mind, the

consumer’s time sense and customer service are strongly predictive of online shopping

satisfaction (Katawetawaraks & Wang, 2011).

Convenience

Consumers do not need to go to the market and do not need to leave their home

and with globalization, they are not bound at home by time constraints and they can buy
 7

anything any time because online shopping provides 24 hours service (To, Liao, & Lin,

2007). Previous studies have shown a positive relationship between convenience and

online shopping attitude (Adnan, 2014; Bashir, Mehboob & Bhatti, 2015; Chaudary,

Rehman & Nisar, 2014; Dost, Khyzer, Illyas & Abdul Rehman, 2015; Suhan, 2015). The

belief and contentment with online transactions, as well as consumer opinion that online

buying is more convenient, simple, has a greater product selection, and is less dangerous

than traditional shopping, are the perceived benefits. As stated by Kim and Park, (2012),

convenience is an important dimension of online service quality along with

responsiveness, accuracy etc. There are a very few studies in online retail shopping

literature which focus on in-depth research in the area that what all comprises of

convenience and its dimensions. One study conducted by Beauchamp and Ponder (2010)

in the area of convenience but this study had focus on comparison between online and

offline retail’s convenience dimensions. In this background, the current study intends to

identify the dimensions of convenience in consumers online shopping context and their

relative effects on customer satisfaction.

Product Variety

There is a continuous rise in online shopping and there has been an increasing

influence in the total amount of retail sales as well, thus calling for more extensive

exploration of spending patterns per person. When compared to traditional buying, online

shopping offers greater benefits and convenience. In traditional shopping, the client

physically visits each store one by one, which wastes time, and not everyone has the time

to do so anymore. As a result, the Internet provides consumers with numerous options,

and they can easily search, evaluate, and compare a product with multiple brands and
 8

product variety from the comfort of their own home, rather than physically visiting

stores, and they can place their order via the Internet and have the desired products and

services delivered to their door. The depth or breadth of a retail store's product range is

referred to as "product variety" (Chang, 2011). Product variety, product kind, and well-

known brands are all various product aspects that affect the quality of the products and

services for sale, including the vast choice of products and services that can be purchased

online, as well as the brands that a retail store offers (Rudansky-Kloppers, 2014).

Theoretical Framework

This part of the study will discuss and provide the information about the

interrelationship of the independent and the dependent variable shown in the research

paradigm.

Figure
1.1 The
three factors
of attitude
and their
three- fold

interaction.
Laura Arnau, (2010)

This study was anchored by Laura Arnau , (2010) which illustrates the three-

fold interaction of the three factors and their relationship to attitude, as well as how it

manifests itself in the form of behavior and by extension, competency, understood as

 9

“knowing how to act.” The richness and complexity of this association provide a

framework for understanding as well as hints on how to intervene and explain not

only attitudinal but also behavioral changes. Procedures, as well as competency-

related processes of a similar nature. Furthermore, it is unsurprising that a set of more

precisely specified elements is introduced to indicate how the three factors are

expected to interact and relate to one another. As a result, cognitive components of

emotions are manifested in conceptions of others associate emotions and skills in

behavioral terms (Erwin, 2001; Er Visser & Levitan, 2008).

 10

Figure 1.2 Consumer Purchase Behavior. Bhatti, A. & Ur Rahman, S. (2019)

This study’s framework was based on the theory of planned behavior. In

previous studies the Theory of Planned Behavior (TPB) is usually used to study

individual behavior and individual intentions. Basically, TPB is derived from the

Theory of Reason Action (TRA). According to TRA, individual intentions are based

on attitude and subjective norms but 40 IJMS 26 (1), 33–54 (2019) TPB added some

additional and fundamental factors such as perceived behavioral control and

according to TPB it affects the intentions of the individual’s behavior for online

shopping.

Consumer attitude may be defined as a feeling of favorableness or un

favorableness that an individual has towards an object. As we all know that an

individual with a positive attitude is more likely to by a product and this result in the
 11

possibility of liking or disliking a product. Attitude helps people to adjust to different

situations and circumstances.

Figure 1.3 The Theoretical Model of Online Purchase Intention. F. Di

Virgilio & G. Antonelli (2017)

Online purchase intention is a situation where a consumer is willing and intends

to make online transactions (Pavlou, 2003). This term is used when customers

willingness to search, select and purchase products via the Internet. George (2004) and

similarly, Khalifa and Limayem (2003) defined internet purchasing attitude as a process

of purchasing products, services and information via the Internet, they defined Aust. J.

Basic & Appl. Sci., 7(6): 307-315, 2013. The buying attitude of online customers is

related to how customers make their decisions on what product or services to purchase

online. The Internet affects customer decision-making attitude in all three stages of pre-

purchase, purchase and post purchase (Sheth and Mittal, 2004). Therefore, customer
 12

online purchase intention in the web-shopping environment will determine the power of a

consumer’s intention to do a purchasing attitude via the Internet (Salisbury , 2001).

Conceptual Framework

The conceptual framework streamlines the study's direction and the interactions

between multiple variables, with affective, cognitive and behavioral as independent

variables. Online shopping with perceived benefits, convenience, and product variety, on

the other hand, are the dependent variables. Consumer attitudes toward online purchasing

pertain to their psychological state when making purchases over the Internet. The

products acquired online are referred to as the online buying behavior process. The

process of online purchasing behavior consists of five steps and is similar to traditional

shopping behavior (Liang and Lai 2000).

The affective component includes a person's feelings or emotions towards the

attitude object. The way attitude affects how a person act or behave is known as the

behavioral (or conative) component. A person's knowledge and beliefs regarding an

attitude object are part of the cognitive component.

The term "perceived benefit" describes how people interpret the advantages that

result from taking a particular action. In behavioral medicine, the phrase "perceived

benefit" is frequently used to explain a person's motivations for engaging in a behavior

and accepting an intervention or treatment. Convenience is the ability or readiness to

carry out an action or satisfy a need. Product variety is defined as a collection of product

variants designed to meet a wide range of client wants.

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Independent Variable Dependent Variable

 14

Consumers Attitude Online Shopping

Affective Perceived Benefits

Cognitive Convenience

Behavioral Product Variety

Figure 2. The Research Paradigm

Statement of the Problem

This study aimed to determine the Consumers’ Attitude Towards Online

Shopping In San Francisco, Agusan del Sur.

It was specifically looking for responses to the following questions:

 15

1. What is the degree of consumers’ attitude in terms of;

1.1 affective;

1.2 cognitive; and

1.3 behavioral?

2. What is the level of online shopping in terms of

2.1 perceived benefits;

2.2 convenience; and

2.3 product variety?

3. Is there a significant relationship between consumer’s attitude and online

shopping?

Hypothesis

This study was guided by a single null hypothesis tested at a 0.05 level of

significance.

Ho: There is no significant relationship between consumer’s attitude and online

shopping.

Scope and Limitation

The purpose of this study was to look into the relation of consumers’ attitude and

online behavior. The study was conducted within the community using the random

sampling at San Francisco, Agusan del Sur. It focused on the independent variable

measured in terms of attitude, affective, cognitive and behavioral. The dependent

variables in terms of online shopping, convenience and product variety. The sample size

ranged from 50 to 100 respondents, where there are thirty (30) participants for the pre-

test, and seventy (70) participants for the post-test.

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Significance of the Study

This study is beneficial to the following:

Retailers- In a marketer's viewpoint, being knowledgeable in consumer's attitude is

important as it influences consumer's selection, learning and ultimately the purchasing

decisions. As consumers' attitudes determined their intention to buy, studying of various

aspects of consumer attitudes may help marketers successfully make a sales forecast of

their products. As consumers' attitudes determined their intention to buy, studying of

various aspects of consumer attitudes may help marketers successfully make a sales

forecast of their products.

Online Sellers - The online sellers ensured that the variety of product they sell

online are suited to their consumers and consider the quality and standards.

Online shoppers – They understand that attitude has been one of the most important

topics of this study since it can provide awareness that may contribute to decisions

regarding new product development, repositioning existing products, creating advertising

campaigns, and understanding the general pattern of marketing online.

Future researchers - The study's findings served as basis to future researchers in

conducting the study of the same concept.

Definition of Terms

The following terms are defined operationally to provide the readers with the better

understanding of the study.

Affective- Emotional reaction toward the subject, object or the person. It is how one feels

when he/she is confronting the subject, object, the person or the institution. It is still a

psychological reaction which may be verbal or nonverbal expression of feelings toward the
 17

subject, object, and the person.

Behavioral – Component of attitude is the effect of the attitudes toward a behavioral

intention or how the attitude affects one’s behavior. These may include plans, intentions

and commitments to a planned behavior.

Cognitive –The beliefs and thoughts about the subject, the object, the person, the

institution, the event, etc. It is about the perception and information of the person toward

the subject, object or the person.

Convenience-An important dimension of online service quality along with

responsiveness, and accuracy.

Perceived Benefits - The consumers' needs or wants and the sum of online shopping

advantages or satisfactions

Product Variety- various product aspects that affect the quality of the products and

services for sale, including the vast choice of products and services that can be purchased

online, as well as the brands that a retail store offers.

Chapter II

Method

This chapter includes the research design, research environment population

and sample, sampling technique, research instrument, data gathering procedure and

statistical treatment.
 18

Research Design

This study utilized the descriptive-correlational research design. It is descriptive

because it described the Consumers’ Attitude Towards Online Shopping in San

Francisco, Agusan del Sur. It is correlational because it determined the relationship

between Consumers’ Attitude and Online Shopping.

Research Environment, Population and Sample

The study focused at San Francisco, Agusan del Sur as the site of the research.

San Francisco is one of the thirteen Municipalities in the Province of Agusan del Sur with

27 Barangays and 80,760 residents residing in the Municipality.

Out of one hundred (100) respondents, there are thirty (30) participants for the pre-test,

and seventy (70) participants for the post-test.

Figure 2. Location of the Study

 19

Sampling Technique

The study employed a random sampling technique where out of one hundred

(100) respondents; there are thirty (30) participants for the pre-test and seventy (70)

participants for the post-test. Each individual in the community of San Francisco, Agusan

del Sur was chosen entirely by chance and has an equal chance of being included in the

sample.

Research Instrument

A researcher-made questionnaire was made to anchor the consumers’ attitude

towards online shopping in San Francisco, Agusan del Sur. A pre-test was conducted on

thirty (30) respondents to test the reliability and validity of the questionnaire, assisted by

the statistician. There was two types of questionnaire that was used in this study one is

for consumers’ Attitude and the other one is for the Online shopping. Then the instrument

was submitted to the instructor for content correction and validation where suggestions

are taken into consideration.

The questionnaire was divided into two (2) parts. Part 1 is involved items on

Consumers’ Attitude in terms of affective, cognitive and behavioral. Part 2 was about the

Online shopping in terms of Perceived Benefits, convenience and Product Variety.

The data will interpret using the following scales.

 20

Consumers Attitude towards Online Shopping:

Range Verbal Description

3.28-4.00 Strongly Agree

2.58-3.27 Agree

1.76-2.51 Disagree

1.00-1.75 Strongly Disagree

Data Gathering Procedure

The researchers asked to the Administrators of the municipality of San Francisco,

Agusan Del Sur, for permission to conduct the study within the community by submitting

a letter of authorization. The researchers then created a survey questionnaire and asked

the adviser to review it to see if it was relevant to and answerable in relation to the verbal

description.  It was simple for the researcher to distribute the questionnaire and analyze

the results. The researchers conducted the pre-test survey to thirty (30) residents of San

Francisco as the respondents of the study. After the pre-test survey, the questionnaires

was retrieved, tallied and submitted to the statistician for the data analysis and

interpretation if it is reliable to precede the post-test which will be conducted to seventy

(70) residents at San Francisco, Agusan del Sur. The result of the post-test was then

submitted to statistician for the analysis and interpretations.

Statistical Treatment

The statistical tools employed in this study are the following:

Weighted Mean- This was used to determine the mean of the Consumers’ Attitude

towards Online Shopping in San Francisco, Agusan Del Sur.

Person – Rho- This was used to determine the significant relationship between the
 21

Consumers Attitude and Online Shopping Behavior in San Francisco Agusan Del Sur.

Chapter III

ANALYSIS AND RESULTS

This chapter present, the analysis and interpretation of data gathered from the

respondents.

Table 1

Mean Distribution and Verbal Description of Affective

Rating Statement Mean Verbal Description
1. I am satisfied with the Agree
3.21
vendor options they offer.
2. I am satisfied with the Agree
quality of products from the 3.21
seller.
3. I am satisfied with the Agree
3.34
product pricing.
4. I often buy Disagree
2.91
products/services online.
5. Even with small Agree
purchase, I prefer to take
3.20
my time and make sure I
am getting the best value.
Over-all Mean 3.18 Agree

Table 1 Showed the mean distribution of respondents and the verbal description in

terms of affective with an overall mean of 3.18 verbally described as “agree”. The

customer satisfied with the product pricing with its highest mean of 3.34 which is
 22

verbally describe as “Agree” and the consumers are often buy product or services online

with its lowest mean of 2.91 which is verbally describe as “disagree”.

Consumer affective responses to the companies’ actions were positive. Positive

feelings like trust, on the other hand, are more likely to encourage purchasing since they

are linked to a more surface processing mode and suggest that the environment is safe,

we also covers how to deal with unpleasant moods and emotions that arise during the

internet purchasing experience. Tang and Lin,(2019).

Consumers likely depart a website if security issues are raised if the purchasing

experience is disfluent due to website layout or navigation (Sreb,2018; Indiani and

Fahik,2020). According to our logic, hesitation is a major element in forecasting online

shopping cart abandonment, especially at the final payment step, where security concerns

or a fear of regret may cause a customer to reconsider their purchase. (Cho, 2006; Erdil,

2018).

Table 2
Mean Distribution and Verbal Description of Cognitive

Rating Statement Mean Verbal Description

1. It is great advantage to Agree
be able to shop at any time 3.16
of the day.
2. Buying from online Disagree
shops is better than buying 2.81
from real stores.
3. I am comfortable buying Disagree
products from online 2.81
company.
4. In selecting from many Disagree
types and brands of a
certain product available in 2.49
the market, I would not
care which one I buy.
 23

5. The products meet my Disagree

2.61
specific needs
Over-all Mean 2.78 Disagree

Table 2 Showed the mean distribution of the consumers and the verbal description

in terms of cognitive has the overall mean of 2.78 with the verbal description of

“disagree”. It is great advantage to be able to shop at any time of the day with its highest

mean of 3.16 which is verbally described as “Agree” and In selecting from many types

and brands of a certain product available in the market, I would not care which one I buy

with its lowest mean of 2.49 which is verbally described as “disagree”.

In some cases, online shoppers have to leave their page to remove an item from

their cart. In-store shopping alleviates this hassle by allowing the shopper to physically

remove the item. It’s also easier for customers to interact with your return policy when

they make returns in store, McMullen, C. (2022).

Cognitive analysis of product and service or brand reflects the brand image

(Malhotra, 2005). Cognitive brand attribute has significant influence on consumer’s

overall attitude towards brand. Da Silva & Syed Alwi, (2006).

Cognitive aspect of attitude is based on consumers knowledge, past experience

and belief towards particular product or brand consumer had Perner, (2018).

Table 3
Mean Distribution and Verbal Description of Behavioral

Rating Statement Mean Verbal Description

1. I am confident that my Agree
payment information is
3.04
kept secure when buying
products online.
2. There are many Disagree
challenges with the 2.67
checkout methods.
 24

3. Online shopping is Agree

3.06
money saving.
4. Online shopping is Agree
3.31
relaxed shopping.
5. Online shopping is Agree
3.19
more efficient.
Over-all Mean 3.05 Agree

Table 3 Showed the mean distribution of the consumers and the verbal description

in terms of Behavioral with an overall mean of 3.05 verbally described as “agree”. Online

shopping is relaxed shopping with its highest mean of 3.31 which is verbally describe as

“Agree” and there are many challenges with the checkout methods with its lowest mean

of 2.67 which is verbally described as “disagree”.

Shopping is widely considered a therapeutic and stress relieving activity for more

reasons than one. Human gratification is something that cannot be delayed. Joey & Pooh

(2020). That is why the fast paced nature of online shopping is something that is not only

tempting to shoppers but also acts as a calming antidote to stress or anxiety.

Consumer behavior research identifies a general model of buying behavior that

depicts the processes used by consumers in making a purchase decision Vrender, (2016).

Those designs are paramount to the marketer as they can explain and predict

consumer purchase behavior. Apart from traditional purchasing in physical stores,

purchase behavior has been studied in a variety of marketing fields (Nguyen , 2016),

luxury brands and products Beuckels and Hudders, (2016), and online purchase

Sundström , (2019).

Table 4
Summary Table of Consumers ‘Attitude
Consumer’s Attitude Mean Verbal Description
Affective 3.18 Agree
 25

Cognitive 2.78 Disagree

Behavioral 3.05 Agree
Grand Mean 3.00 Agree

Table 4 Showed the summary results of three indicators in online shopping. Based

on the result, it has a grand mean of 3.00, verbally described as "agree". Indicator 1 has

the highest mean of 3.18, verbally described as "Agree", which means that the

respondents agreed that the customers are satisfied with the product pricing, followed by

indicator 3 having overall mean of 3.05, verbally described as "Agree", which online

shopping is relaxed shopping and lastly, Indicator 2 has an overall mean of 2.78, verbally

described as "disagree". By looking at its overall mean, we can say that affective is the

major factor in consumer’s attitude towards online shopping.

Table 5
Mean Distribution and Verbal Description of Perceived Benefits

Rating Statement Mean Verbal Description

1.Online shopping is Agree
3.39
convenient
2. Online shopping is not Agree
just buying
3.03
products/services it is
entertainment.
3. Online shopping offers Disagree
greater discounts and 2.94
rewards.
4. I intend to continue Agree
shopping online after
3.17
positive online buying
experiences.
5. I likely recommend Disagree
online shopping to my 2.94
family and friends.
Over-all Mean 3.09 Agree
 26

Table 5 Showed how preferable online shopping is when talks about convenience

and recreation or entertainment. This table has an overall mean of 3.09 which is verbally

described as “Agree”. Online shopping is convenient with its highest mean of 3.39 which

is verbally described as “agree” and Online shopping offers greater discounts and rewards

and I likely recommend online shopping to my family and friends with the lowest mean

of 2.94 which is verbally described as “disagree”.

Consumer attitudes toward online shopping usually been determined by two

factors; one is trust, and another is perceived benefits (Hoque, Ali, & Mahfuz, 2015).

Therefore, trust and perceived benefits seem to be the critical conjectures of consumer

attitude toward online shopping (Al-Debei, Akroush, & Ashouri, 2015; Hajli, 2014).

Moreover, information quality, merchandise attribute, website design, transaction

capability, payment, security/privacy, delivery, self-consciousness, state of mind, the

consumer’s time sense and customer service are strongly predictive of online shopping

satisfaction (Katawetawaraks & Wang, 2011).

Table 6

Mean Distribution and Verbal Description of Convenience

Rating Statement Mean Verbal Description

1. Online shopping is Agree
3.46
easier shopping.
2. It is easy for me to find Agree
products I wanted in online 3.43
shopping.
3. I am satisfied with the Agree
product information
3.09
provided from the
websites.
4. So far, I am satisfied Agree
with the speed of delivery 3.26
for online shops.
 27

5. I will not repurchase the Agree

products in the shop if
there is a great difference 3.29
between my expectation
and the real.
Over-all Mean 3.30 Agree
Table 6 Showed the mean distribution of the respondents and verbal description in

terms of products information and speed of delivery satisfaction with the overall mean of

3.30 which verbally described as “Agree”. Online shopping is easier shopping with its

highest mean of 3.46 which is verbally described as “Agree” and I am satisfied with the

product information provided from the websites with its lowest mean of 3.09 which is

verbally described as “Agree”.

According to Nwokah & Gladson-Nwokah (2016), with online shopping,

consumers can make faster business 25 transactions compared to traditional retail

shopping, which is regarded as a convenient business transaction. Customers through the

internet can access and make their choices from an available online catalog. After that,

they can place an order, make the payment, and expect the products to be delivered to

their doorsteps at a time specified by the vendor.

One study conducted by Beauchamp and Ponder (2010) in the area of

convenience but this study had focus on comparison between online and offline retail’s

convenience dimensions. In this background, the current study intends to identify the

dimensions of convenience in consumers online shopping context and their relative

effects on customer satisfaction.

As stated by Kim and Park, (2012), convenience is an important dimension of

online service quality along with responsiveness, accuracy etc. There are a very few
 28

studies in online retail shopping literature which focus on in-depth research in the area

that what all comprises of convenience and its dimensions.

Table 7
Mean Distribution and Verbal Description of Product Variety

Rating Statement Mean Verbal Description

1. I will buy the products again Agree
from the same shop if I am 3.33
satisfied with it.
2. I think that online shopping Disagree
can provide more facilities than 2.96
conventional shopping method.
3. I think that online shopping Disagree
enables me to get more
2.77
information about products
than traditional shopping.
4. I agree that online shopping Disagree
helps to get the best product by 2.86
allowing product comparisons.
5. I agree that offers provided Disagree
by the companies in online 2.94
shopping is satisfactory.
Over-all Mean 2.97 Disagree

Table 7 Showed the results of the comparison between online and actual shopping

in terms of knowing the product's quality. I will buy the products again from the same

shop if I am satisfied with it with its highest mean of 3.33 which is verbally described as

“agree” and I think that online shopping enables me to get more information about

products than traditional shopping with its lowest mean of 2.77 which is verbally

described as “disagree”.
 29

Earlier studies found that the products that consumers feel they need to touch or

try on are products that require a presence or at least purchase within an offline channel

(Chiang and Dholskia, 2003; Lynch , 2001). Levin . (2003) found that being able to

personally encounter a product prior to purchase is an underlying factor of the preference

for an offline shopping method for products such as clothing. However, textile and

clothing have found the biggest acceptance in online retail and no branch of the

industry is affected by the internet as retail sales have (Heinemann and Schwarzl, 2010).

Table 8
Summary Table of Online Shopping

Online Shopping Mean Verbal Description

Perceived Benefits 3.09 Agree
Convenience 3.30 Agree
Product Variety 2.97 Disagree
Grand Mean 3.12 Agree

Table 8 Shows the summary results of three indicator in online shopping. Based

on the result, it has a grand mean of 3.12 verbally described as Agree. Indicator 2 has the

highest mean of 3.30 verbally described as Agree which means that the respondents

agreed that online shopping is more convenient and easier way of buying something.

followed by indicator 1 having overall mean of 3.09 verbally described as Agree, which

online shopping is being called convenient way of shopping for the second time around.

Lastly, Indicator 3 has an overall mean of 2.97 verbally described as disagree, which

shows the results of comparison between two different ways of shopping namely the

online and actual shopping. By looking at its overall mean we can say that actual

shopping is still the better way between the two different ways of shopping.
 30

Table 9
Test of Significant Relationships Between Consumers’ Attitude and Online
Shopping

Consumer’s Online Shopping

Conclusion
Attitude Perceived Benefits Convenience Product Variety
Pearson p-value Pearson p-value Pearson p-
rho rho rho value
Affective .347** .003 .481** .000 .371** .002 Significant
Cognitive .262 *
.029 .332 **
.005 .326 **
.006 Significant
Behavioral .408** .000 .610** .000 .311** .009 Significant
Correlation is significant at p-value ≤0.05 level of significance

Table 9 showed the test of significant relationships between Consumer attitude

and effectiveness of online shopping. Pearson Correlation test was utilized to examine the

relationship between Consumer attitude and effectiveness of online shopping and it was

noted that, there is a significant relationship since the p-value is less than 0.05 level of

significance which means reject the null hypothesis. Affective is significant to Perceived

Benefits with the p-value of .003. Affective is significant to Convenience with the p-

value of .000. Affective is significant to Convenience with the p-value of .002. Cognitive

is significant to Perceived Benefits with the p-value of .029. Cognitive is significant to

Convenience with the p-value of .005. Cognitive is significant to Product Variety with

the p-value of .006. Behavioral is significant to Perceived Benefits with the p-value

of .000. Behavioral is significant to Convenience with the p-value of .000. Behavioral is

significant to Product Variety with the p-value of .009.

 31

The Consumer attitude and effectiveness of online shopping among the

respondents were strongly correlated. Therefore, hypothesis was rejected. This showed

that the indicators have effect on consumers’ attitude to make purchases through online

shopping.

Chapter 4

FINDINGS, CONCLUSION, AND RECOMMENDATION

Findings

The following are the key findings of the study.

1. The degree of consumer’s attitude in San Francisco, Agusan Del Sur is

“Agree” on affective and behavioural and “Disagree” on cognitive.

2. The level of online shopping in San Francisco, Agusan Del Sur is

“Agree” on perceived benefits and convenience, and “Disagree” on product

variety.

3. There is significant relationship between consumer’s attitude and online

shopping.

Conclusion

On the basis of the findings of the study, the following conclusion was

drawn.

1. The data collected clearly indicates that the attitude of the consumers was

generally positive towards online shopping since the consumer’s attitude is

“Agree” on both affective and behavioral, and “Disagree” on cognitive. Therefore,

affective and behavioral aspects of attitude highly influenced the consumers who
 32

purchase online.

2. The level of online shopping in San Francisco, Agusan Del Sur is

“Agree” on perceived benefits and convenience, and “Disagree” on product

variety. Therefore, consumers purchased online because of perceived benefits that

they could get and the convenience than traditional shopping.

3. Consumers’ attitude is significant to consumer’s attitude.

Recommendation

On the basis of the findings, the following recommendations are offered

consideration.

Online shoppers - The online shoppers may get accustomed with

merchants’ purchasing processes and better to know purchasing a product or a

service since cognitive and product variety got the lowest mean. The online

shoppers may also know the terms and conditions of the contract and after sale

service available to the online shopper.

Online Sellers - The online sellers may ensure the variety of product they

sell online are suited to their consumers and consider the quality and standards.

Retailers - Online retailers shall make their right decisions about their

products and marketing activities, they have a brick-and-mortar store, you can

have conversations with their customers Right there and find out what appeals to

them.
 33

Future Researchers - Based on the result of this study, the future

researchers can conduct the research in the similar field using quantitative data

approach and use this research as their reference. This research, on the other hand,

is anticipated to stimulate future researchers to analyze, adapt, and create other

research for other levels and aims.

 34

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 40

APPENDICES A

SURVEY LETTER AND QUESTIONNAIRE

SOUTHWAY COLLEGE OF TECHNOLOGY

(SOCOTECH)

CONSUMERS ATTITUDE TOWARDS ONLINE SHOPPING

Warm greetings!

In partial fulfillment of our requirements for our subject in Thesis Writing, we the fourth

year Accounting, Business and Management students of Southway College Of

Technology are currently conducting a research entitled "CONSUMERS' ATTITUDE

TOWARDS ONLINE SHOPPING IN SAN FRANCISCO, AGUSAN DEL SUR."

Relative to this, we would like to ask your permission to allow us to conduct a research

survey in your respective vicinity. Rest assured that the data we will gather will remain

absolutely confidential and to be used in academic purposes only.

We believe that you are with us in our enthusiasm to finish the requirement as

compliance to our subject. We hope for your positive response on this matter. Your

approval to conduct this study will be greatly appreciated.

Respectfully yours,

Researchers
 41

CONSUMERS ATTITUDE TOWARDS ONLINE SHOPPING SURVEY

QUESTIONNAIRE

Dear respondent,
We, the researchers, are conducting a research on Consumers’ Attitude Towards Online
Shopping. Your responses are important for us to understand the consumers attitude
when purchasing online. The information collected will be used for academic purposes
only. Your cooperation and participation in this survey is highly appreciated.

Respondent’s Details:

Name: (Optional) Age:

Address: Gender:

Part I. Consumers’ Attitude

Directions: Please read each statement carefully and answer the given statement by

filling a Check (  ) Mark in the appropriate box(es) that represents your

response(s).

Statements Strongly Agree Disagree Strongly

Agree (3) (2) Disagree

(4) (1)

Affective

1. I am satisfied with the vendor options

they offer.

2. I am satisfied with the quality of products

from the seller.

3. I am satisfied with the product pricing.

 42

4. I often buy products/services online.

5. Even with small purchase, I prefer to take

my time and make sure I am getting the best

value.

Cognitive

1. It is great advantage to be able to shop at

any time of the day.

2. Buying from online shops is better than

buying from real stores.

3. I am comfortable buying products from

online company.

4. In selecting from many types and brands

of a certain product available in the market,

I would not care which one I buy.

5. The products meet my specific needs

Behavioral

1. I am confident that my payment

information is kept secure when buying

products online.
 43

2. There are many challenges with the

checkout methods.

3. Online shopping is money saving.

4. Online shopping is relaxed shopping.

5. Online shopping is more efficient.

Part II. Online Shopping

Directions: Please read each statement carefully and answer the given statement by

filling a Check () Mark in the appropriate box(es) that represents your

response(s).

Statement Strongly Agree Disagree Strongly

Agree 3) (2) Disagree

(4) (1)

Perceived Benefits

1.Online shopping is

convenient

2. Online shopping is not just

buying products/services it is

entertainment.
 44

3. Online shopping offers

greater discounts and

rewards.

4. I intend to continue

shopping online after

positive online buying

experiences.

5. I likely recommend online

shopping to my family and

friends.

Convenience

1. Online shopping is easier

shopping.

2. It is easy for me to find

products I wanted in online

 45

shopping.

3. I am satisfied with the

product information provided

from the websites.

4. So far, I am satisfied with

the speed of delivery for

online shops.

5. I will not repurchase the

products in the shop if there

is a great difference between

my expectation and the real.

Product Variety

1. I will buy the products

again from the same shop if I

am satisfied with it.

2. I think that online

shopping can provide more

 46

facilities than conventional

shopping method.

3. I think that online

shopping enables me to get

more information about

products than traditional

shopping.

4. I agree that online

shopping helps to get the

best product by allowing

product comparisons.

5. I agree that offers

provided by the companies in

online shopping is

satisfactory.

CURRICULUM VITAE

JAIRA MARISSE T. CERNA

P-2, Lapinigan San Francisco, Agusan del Sur

Contact Number: 09954148400

Email Address: jairamarissecerna@gmail.com

 47

PERSONAL INFORMATION:

Nickname: Jai

Birth Date: December 12,2000

Place of Birth: Poblacion Loreto Agusan Del sur

Age: 21

Nationality: Filipino

Civil Status: Single

EDUCATIONAL BACKGROUND:

Elementary: Lapinigan Central Elementary School

High School: Lapinigan National High School

College: Southway College of Technology

Course: Bachelor of Science in Business Administrati

DONNA PEARL C. DETALO

Purok 3, Poblacion, Prosperidad, Agusan del Sur

Contact Number: 09709571479

Email Address: dpdetalo@gmail.com

 48

PERSONAL INFORMATION:

Nickname: Donna

Birth Date: August 13, 1998

Place of Birth: Surigao City

Age: 24

Nationality: Filipino

Civil Status: Married

EDUCATIONAL BACKGROUND:

Elementary: East Prosperidad Central Elementary School

High School: Prosperidad National High School

College: Southway College of Technology

Course: Bachelor of Science in Business Administration

IRA CAMELLA SAMSON-FLORES

Brgy 3, San Francisco, Agusan del Sur

Contact Number: 09503025750

Email Address: camelle.irasamson@gmail.com

 49

PERSONAL INFORMATION:

Nickname: Cookie

Birth Date: January 11, 1996

Place of Birth: Esperanza, Agusan del Sur

Age: 26

Nationality: Filipino

Civil Status: Married

EDUCATIONAL BACKGROUND:

Elementary: Agusan del Sur Pilot Laboratory School

High School: Naional Comprehensive High School

College: Southway College of Technology

Course: Bachelor of Science in Real Estate Management

HAPPY S. MAMERTO

Purok Guava, Sta. Cruz, Rosario, Agusan del Norte

Contact Number: 09076349183

Email Address: happymamerto21@gmail.com

 50

PERSONAL INFORMATION:

Nickname: Boom boom

Birth Date: March 20, 1997

Place of Birth: Sta. Cruz, Rosario

Age: 24

Nationality: Filipino

Civil Status: Single

EDUCATIONAL BACKGROUND:

Elementary: Sta. Cruz Elementary School

High School: Sta. Cruz National High School

College: Southway College of Technology

Course: Bachelor of Science in Real Estate Management

 51

DEMAR M. ODCHIGUE

Purok 3, Obrero, Butuan City, Agusan del

Norte

Contact Number: 09063436924

Email Address:

demarodchigue94@yahoo.com

PERSONAL INFORMATION:

Nickname: Piolo

Birth Date: December 27,1994

Place of Birth: Butuan City

Age: 28

Nationality: Filipino

Civil Status: Single

EDUCATIONAL BACKGROUND:

Elementary: Obrero Elementary School

High School: Tagbina National High School

College: Southway College of Technology

Course: Bachelor of Science in Business Administration