LA CONSOLACION UNIVERSITY PHILIPPINES

CATMON, CITY OF MALOLOS, BULACAN

BASIC EDUCATION DEPARTMENT

School Year 2020-2021

Add to Cart: A Study on the Impact of Lockdown to Consumers’ Online Shopping

Behavior

Submitted in Partial Fulfillment

of The Academic Requirements in
Inquiries, Investigations and Immersion

Submitted by:

Bautista, Pauline Mariel A.

Cardenas, Keiko
Centeno, Jobelle Ann R.
Sarmiento, Danna Paula
Ventura, Maria Leila B.

STEM 4

Ms. Maricar Dimla

April 2021
 INTRODUCTION

The world is currently facing a global health crisis called Coronavirus disease (COVID-

19) pandemic that has made an obliterating effect on the economy of every country and on the

health of individuals (Bratoveanu, Mirel, Radu, Sapira, & Stanciu, 2020). The Severe Acute

Respiratory Syndrome-Coronavirus 2 also known as SARS-CoV2 originated from Wuhan, China

in 2019 (Mayo Clinics and Hui et al., as cited in Stanciu, Radu, Sapira, Bratoveanu & Florea,

2020). The said virus causes the disease COVID-19 to the infected individual (Mayo Clinics and

Hui et al., as cited in Stanciu, Radu, Sapira, Bratoveanu & Florea, 2020). World Health

Organization (WHO), announced and required people to practice safety measures such as social

distancing, observe proper hygiene, wearing masks and face shields in public places to reduce the

chances of transmitting or catching the virus (Stanciu, Radu, Sapira, Bratoveanu & Florea, 2020).

But as the situation continues to worsen, different parts of the world are required to implement a

lockdown.

The consumers’ access to their daily necessities became limited due to the pandemic

restrictions. Accordingly, as issues started to add up in this global health crisis, the use of

technology made rapid strides (Nielsen, 2020). Rates of e-commerce have thrived immediately

(Stanciu, Radu, Sapira, Bratoveanu & Florea, 2020). Sales of online shopping platforms such as

Lazada and Shopee have increased to millions of pesos (Arreola, 2020). In addition, Juego (2020)

stated that Lazada, Shopee, and ZALORA are on the top list of most visited online stores in the

Philippines and are considered as Filipinos’ favorite online shopping platforms. Moreover,
the consumer behavior of the people before the worldwide pandemic has changed when the

situation of the COVID-19 pandemic intensified (Futalan, Li & Mamhot, 2020). Consumer

behavior is how people think and the actions they demonstrate when buying a product (Schiffman,

Solomon & Kanuk, as cited in Haider and Shakib, 2017).

In 2020, Mejia stated that the pandemic has made a difference to the consumers' behavior.

The stress of the individuals leads them to think about whether to save money or use the money to

buy products for their satisfaction (Durante and Laran, as cited in Bratoveanu, Mirel, Radu, Sapira

& Stanciu, 2020). According to Zimmerman (2012), consumers who purchase products for

pleasure are the ones who are most likely to show a behavior of impulse buying. Moreover,

Zimmerman also stated that once a person starts to enjoy it, it cannot be stopped easily. Hence, it

could lead to continuous impulsive buying. The community lockdowns have also made people

worry to the point that they tend to buy in bulk to stock up on their daily needs. This hoarding

behavior can lead to shortages and can also have a negative impact on the economy (University of

Technology Sydney, 2020).

This study endeavors to determine the impact of community lockdowns on the online

shopping behavior of consumers. This study also aims to identify the change in the consumer’s

online shopping behavior before and during the pandemic. The objective of this study is to also

identify whether the consumers would still continue to purchase products online and still practice

similar behavior after the pandemic (Javed, Kashif & Rehman, 2020). In addition, the researchers

aim to help future researchers that will study a similar topic.

 This study will reveal the impact of community lockdowns on the online shopping behavior

of consumers. Conducting this research may help consumers to be more conscious of their

behavior in purchasing products. Moreover, it may also help impulsive buyers to save money and

observe their behavior when it comes to shopping online. The results of this research will help

inform the consumers of their buying behavior and how they can improve it. Performing this study

may add additional information and serve as a guide to future researchers that wish to study the

same topic (Claudia, 2017).

Conceptual Framework
 The conceptual framework of the study consisted of the independent variable community

lockdowns and the dependent variable online shopping behavior which consisted of six sub-

variables: Purchase of necessity goods, Locally manufactured products, Contactless payment

methods, Panic Buying, Hoarding, and Impulsive buying.

The conceptual framework shows the relation or connection of the two variables with the

use of arrows (Adom, Agyem, and Hussein, 2018). Thus, the relationship between the community

lockdown and online shopping behavior was described in this study.

The humanity has seen and experienced the negative outcomes of lockdown due to

COVID-19. It has made a drastic change on many things, specifically, one of them being the

consumer's buying behavior. One of the consumers' responses to this health crisis is that their

buying behavior is shifting towards online shopping practices. Individuals have switched from

traditional shopping to online shopping, there has been a change in consumers' preferences, buying

process, and purchasing frequency (Ota, Ray, and Kumar, 2020).

Related Theory

This study was anchored on different important theories in consumer behavior.

Descriptive Choice Theory

Descriptive Choice Theory explains how an individual appropriately makes decisions in

reality. This theory suggests that buying decisions made by consumers in a complex

environment are affected by external and psychological factors (Frommeyer, Koch, and Schewe,

2020). To support this theory, it is found in the study of Aquino and Lins (2020) as well as Harris

and He (2020), that consumers started to panic buy and hoard products due to stress and anxiety

because of the pandemic.

Hawkins Stern’s Impulsive Buying Theory

 Price
distribution

Outstanding
Need/motivatio shop
n Impulse buying displays
behavior

Promotion Product features

strategies Size
Advertising Ease in
Personal storage
selling Packaging
Sales
promotion Service
Quality

Figure 3 Hawkins Stern’s impulsive buying

theory

This theory proposed by Hawkins Stern from 1962, claimed that external forces motivate

consumers to impulse buy (Dutta and Mandal, as cited in Agarwal and Chetty, 2019). The

community lockdowns due to the COVID-19 pandemic is an example of an external force that

could possibly affect consumers’ behavior. Moreover, Hawkins Stern’s Impulsive Buying theory
 implies that

marketing companies may drive consumers to purchase more of what they actually need (Dutta

and Mandal, as cited in Agarwal and Chetty, 2019). In Relation to this, digital marketers

incorporate technology to their marketing strategies in order to encourage their target market to

impulse buy (Carter, as cited in Agarwal and Chetty, 2019).

Pure impulse buying

Pure impulsive buying, also known as ‘escape purchase,’ is the tendency of a consumer to

purchase more products or items than what they had planned to buy (Dutta and Mandal, as cited

in Agarwal and Chetty, 2019). It also refers to the behavior of an individual wherein they are

attracted to purchase a particular product. As consumers continue to practice this behavior, sales

of marketers and companies increase (Agarwal and Chetty, 2019).

Reminder impulse buying

Reminder impulse buying refers to when an individual is reminded of their experience with

a certain product or service and decides to purchase it although they did not plan to purchase it in

the first place (Piran, as cited in Agarwal and Chetty, 2019).

Suggested impulse buying

 Suggested

impulsive buying refers to when an individual decides to purchase a product out of curiosity. (Dutta

and Mandal, as cited in Agarwal and Chetty, 2019).

Planned impulse buying

Planned impulsive buying is the behavior of a person that occurs when they buy more items

because of discounts, deals, or sales. These kinds of promotional discounts tend to lead consumers

to execute this kind of impulsive buying (Stern, as cited in Agarwal and Chetty, 2019).

Impulse buying behavior triggered by a price of a product or service

This factor of the theory refers to the pricing of the products. Stern stated that it is what

drives the consumer the most to impulse buy (Agarwal and Chetty, 2019). It argues that low-priced

products or those that are on sale trigger consumers’ impulse purchases (Duarte, Raposo, and

Ferraz, as cited in Agarwal and Chetty, 2019).

Impulse buying triggered by the marginal need for an item with a short shelf life

When a consumer sees an item that is consumed repeatedly and immediately, it is likely to

be purchased impulsively. (Stern, as cited in Agarwal and Chetty, 2019). For example, in a

household where fruits are constantly being consumed and with short shelf life, it is likely that
 whenever the

consumer sees fruits, although it is not planned to be bought (Stern, as cited in Agarwal and Chetty,

2019).

Mass distribution and self-service

Multiple access to a product increases the chance of a consumer to impulsively buy it

(Stern, as cited in Agarwal and Chetty, 2019).

When a consumer is given an opportunity and freedom to select goods for themselves it

enables them to explore their options and purchase more products immediately. Due to this, as

much as possible, retailers provide their customers the self-service option (Iyer and Ahlawat, as

cited in Agarwal and Chetty, 2019).

Prominent store display and advertisements trigger impulse buying

Where a product is placed or displayed in the market impacts the behavior of the consumer.

Unique packaging and displaying your products or services where your customers can easily see

them will increase the chance of a customer to purchase it impulsively (Mohan, Sivakumaran, and

Sharma, as cited in Agarwal and Chetty, 2019).

Consumer’s prior knowledge on a product and how it is advertised greatly affects an

individual's buying behavior. Thus, marketers focus on their product’s advertising and
packaging as it influences consumers’ behavior (Hulte and Vanyushyn, as cited in Agarwal and

Chetty, 2019).

Ease of storage

According to Stern, as cited in Agarwal and Chetty (2019), products or items that are

smaller in size have a much stronger possibility of being purchased impulsively. This is because

the product’s weight and size are considered by a consumer, larger items require more effort in

terms of transporting and storing it. Thus, things like these reduce the product’s chance to be

purchased impulsively.

Social Cognitive Theory

Behavioral Personal

Environmental

Figure 4 Social Cognitive Theory

Social Cognitive Theory (SCT) was formerly known as Social Learning Theory and was

proposed by Albert Bandura (Esourceresearch, 2021).

 SCT proposes the concept that these five factors would determine how an individual would

pursue or not pursue a behavior (Esourceresearch, 2021).

1. Behavioral Capability – the capacity of a person to execute a behavior by using his

experience and skills

2. Observational Learning – other people’s behavior is witnessed and observed by an

individual and proceeds to mimic those same acts.

3. Reciprocal Determinism – reciprocal determinism pertains to the interaction of the other

four factors involved in this theory. This is also known as the central concept of SCT.

4. Expectations & Self-efficacy – expectations correspond to the probable effects of an

individual’s behavior, while self-efficacy refers to the degree of confidence of an

individual’s ability to perform a specific behavior effectively.

5. Reinforcements – reinforcements refers to the internal or external reaction to an

individual’s behavior that appears to influence the probability of whether an individual will

stop or continue a behavior.

SCT discusses the factors that would determine how an individual would pursue or not

pursue a behavior. One factor of the theory, observational learning, proposes that what happens in

the environment of an individual affects their way of thinking. The lockdown due to the COVID-

19 pandemic may be a factor on the behavior of the consumer. Furthermore, the theory’s
central concept is the reciprocal determinism in which it refers to the interaction between the

environment, individual, and behavior.

Technology Acceptance Model

Perceived Usefulness

Behavioral
Actual System
Intention to Use
Use

Perceived Ease of
Use

Figure 4 Technology Acceptance

Model

Fred Davis proposed the Technology Acceptance Model (TAM) in 1989. The theory

consisted of two primary factors that affect an individual's desire to use new technology: perceived

ease of use and perceived usefulness. TAM relates to a situation when one finds the technology

comfortable and helpful to use while the other refers to an individual who finds the technology the

exact opposite (Boot and Charness, 2016).

 A study conducted by Rao and Moorthy as cited in Ota, Ray, and Kumar (2020), shows

that consumers are willing to learn and explore the new innovations in the modern world, hence,

consumers gain interest in shopping online. Populations of the older age group have come to realize

that shopping for groceries online is a safer mode of shopping nowadays (Vargas, 2020).

In 2020, Ağan mentioned that traditional currencies were transformed or modernized into

digital transformation technologies. With this, consumers switched their mode of payment to

contactless, which led to an increase in consumers' demand in terms of shopping (Ağan, 2020).
 Lockdown due to COVID-19 pandemic and the
online shopping behavior of consumers

Descriptive Choice Theory

Hawkins Stern’s Impulsive Buying Theory

Social Cognitive Theory

Technology Acceptance Model

Impact of lockdown to consumers’ online

shopping behavior

Figure 6 Theoretical Framework of the study

Figure 2 presents the theoretical framework of the study. The model consisted of six boxes

wherein the first one includes the variables of the study: community lockdowns and the online

shopping behavior of consumers. The next four boxes were the related theories found for this

study. The last box was the expected outcome of the independent variable with the dependent

variable.

Statement of the Problem

The major purpose of this study is to identify the impact of lockdown to the online shopping

behavior of the consumers.

 The study seeks

to answer the following questions:

1. What are some habits pertaining to purchasing that are developed by the individuals during

lockdown?

1.1 Purchase of necessity goods

1.2 Locally manufactured products

1.3 Contactless payment methods

2. What are the buying behaviors developed by the consumers during lockdown?

2.1 Panic Buying

2.2 Hoarding

2.3 Impulsive Buying

3. Does the community lockdowns due to COVID-19 have an impact on the buying behavior

of the consumers?

4. Do consumers allot a budget specifically for online shopping?

Hypothesis of the Study

H0: The community lockdown due to COVID-19 does not have an impact on the online

shopping behavior of the consumers.

 H1: The community lockdown due to COVID-19 has an impact on the online shopping

behavior of the consumers.

Significance of the Study

Findings and recommendations of this study could be beneficial to the following:

Consumers. This study will be beneficial to the consumers for it can help them to

understand the importance of practicing proper buying behavior.

Online sellers. This study can show the increase of sales of the online sellers with regards

to being locked down. The results of this study may also help them determine how their advertising

techniques attract the consumers in buying their products.

Psychiatrists and Psychologists. This study discusses how an individual behaves amid

the pandemic which may serve as an additional information to psychiatrists’ and psychologists’

knowledge about the human mind. It may also be an information that can help them to treat

illnesses and for them to provide additional facts about the unique behaviors of the consumers in

purchasing.

Department of Trade and Industry (DTI) and Bureau of Internal Revenue (BIR).
 During this

pandemic, there were a lot of people who started online businesses. This study will serve as an

awareness for DTI and BIR to be mindful of the online shops that are still not registered to them

and for them to monitor and have a regular checking on the online businesses to see if they have

their permits.

Future researchers. This study will be beneficial for future researchers for it can serve as

a guide in their studies. Moreover, they can use the recommendations at the end of the paper to

further improve their studies.

METHODOLOGY

This presents the necessary data gathering procedures that were involved in the study. This

includes the discussion of the research design, respondents of the study, the research locale details,

sampling procedure, research instruments, data gathering procedure, and statistical analysis used

to analyze the data.

Research Method

This research focuses on the impact of community lockdowns due to COVID-19 pandemic

to the online shopping behavior of the consumers.

This study will be utilizing the quantitative research design to process numerical data

and to gather information through the use of validated surveys. Quantitative research analyzes

numerical data for the research to form a conclusion. It requires statistical techniques to answer

questions regarding the subject, place, time, numbers and how such a situation occurred. Hence, it

simply translates a situation with the numerical data gathered (Apuke, 2017).

The researchers will be utilizing the descriptive-survey research method to identify the

impact of the two variables, community lockdowns and online shopping behavior of the

consumers.

Description of Respondents

Using stratified random sampling, the population will be divided into age groups. With this

technique, subjects within the same subgroup share the same characteristics. Subsequently, the

researchers will randomly select a couple of participants from each age group who utilizes

online shopping apps. They were chosen as a sample for this study since the said study deals with

the impact of community lockdowns to the online shopping behavior of the consumers. Thus, to

provide best results for this study, consumers will serve as respondents in order to gather relevant

information and data.

 Participants from each age group who utilizes online shopping apps will be the respondents

of this study with the total population of 90 , consisting of 15 respondents each for ages that ranges

between 18-24, 25-31, 32-38, 39-45, 46-52, and 53-59.

Table I

Distribution of Respondents

Age Population Percentage (%)

18-24 15 16.67%

25-31 15 16.67%

32-38 15 16.67%

39-45 15 16.67%

46-52 15 16.67%

53-59 15 16.67%

Total Population 90 100%

Instrumentation

Online validated surveys will be administered for the data gathering process and Google

Forms will serve as the researchers’ research instrument. Google Forms is a free online data

processing tool by Google Inc. This tool is suitable for creating and designing online surveys.

Due to Google Forms being highly accessible and convenient, it has been widely used for

conducting online surveys for research (Harinarayana and Narayanaswamy, 2016).

 The

survey aims to find out the impact of community lockdowns to the online shopping behavior of

the consumers. The validated survey includes 27 items; each item pertains to the research questions

of the study: purchasing habits, consumer behavior, impact of community lockdowns and budget

allocation. The respondents will give a rating for each item using a Likert Scale which ranged 1-

Strongly Disagree to 4-Strongly Agree.

Due to the constraints of the pandemic, the researchers will conduct an online survey. With

this, the protocols for the pandemic will be followed and there will be no contact between the

researchers and the respondents.

Through the use of Google Forms, the researchers will be gathering the data of:

• The purchasing habits developed by the individuals during quarantine;

•The buying behaviors developed by the consumers during the pandemic;

•The impact of COVID-19 pandemic on the buying behavior of the consumers; and

• If the consumers allot a budget specifically for online shopping.

Data Gathering Procedure

On the initial course of gathering the data, the researchers presented a letter of consent to

the principal of La Consolacion University Philippines to conduct a survey. Upon approval, the
 researchers

prepared and organized the online survey to be distributed to the consumers. Administration of the

survey forms followed.

The main data gathered from the respondents’ assessment of the administered

questionnaire tallied, organized, analyzed, and interpreted by the most appropriate statistical

procedures.

Statistical Treatment of Data

The data gathered from the respondents were interpreted through the following statistical

technique and procedure:

Descriptive Statistics

The data that will be gathered by the researchers will be statistically analyzed using the

following measurements: frequency, percentage, and mean.

The percentage will be used to determine the age group of the respondents. Using

percentage is one of the most effective ways to represent statistics. Percentage is usually written

by its symbol “%’’ which also means “per hundred’’. A percent (1%) is one hundredth of the total

or whole and is calculated by dividing the sum or total number by 100 (Statistics Canada, 2015).

This statistical treatment will be used to quantify the data gathered for respondents’ age, sub

problems 1.1, 1.2, 1.3, 2.1, 2.2, 2.3, and research problem number 4.

Formula for percentage:

P = f/N x 100
 Where:

P = Percentage

f = frequency of each variable

N = total number of population

Mean will be used to determine the subjective feeling of the respondents to the questions

raised in item number 3 of the questionnaire.

Formula for mean:

Where:

∑ 𝘹= sum of all values

n= number of x values

The result will be interpreted using the following guidelines:

Average Mean Interpretation

1.00 – 1.50 Strongly Disagree

1.51 – 2.50 Disagree

2.51 – 3.50 Agree

3.51– 4.00 Strongly Agree

RESULTS AND DISCUSSION

 Summary

This research endeavors to determine the impact of community lockdowns on the online

shopping behavior of consumers. The descriptive-survey research method was used in the study

with the total of 118 respondents. It was utilized to identify the impact of the two variables,

community lockdowns and online shopping behavior of the consumers. The instrument of the

study was a significant contribution in revealing the behavior of the consumers’ during lockdown.

Findings

The data were analyzed, and the following findings were formulated in accordance with

the specific given questions under the statement of the problem.

Sub Problem 1.1 Purchase of necessity goods

1. 74.6% of the respondents have purchased household cleaning products during lockdown.

2. 76.3% of the respondents have purchased personal protective equipment online.

3. 55.1% of the consumers have purchased necessities online (groceries, medications etc.).

4. 83.9% of the respondents prioritize their necessities first than what they want.

Sub Problem 1.2 Locally manufactured products

 1. 74.6% of the

respondents have bought locally manufactured products since their favorite imported goods

are rarely available.

2. Majority of the respondents (92.4%) have become mindful of where a product is shipped

from.

3. 52.5% of the consumers have avoided products that are from China.

Sub Problem 1.3 Contactless payment methods

1. 30.5% of the consumers prefer online banking as their mode of payment.

2. The number of respondents who find cash on delivery more convenient than online banking

was 83%

Sub Problem 2.1 Panic Buying

1. 70.4% of the respondents immediately bought all their necessary items when the lockdown

was implemented.

2. 55.9% of the consumers tend to buy more products out of fear that the supplies would run

out.

Sub Problem 2.2 Hoarding

1. 41.6% of the consumers started to hoard their favorite and necessary items since the start

of quarantine.
 2. 55.9% of the

respondents have bought multiple items of the same product since the start of quarantine.

3. 88.9% of the respondents always maintain a stock of groceries at home because of the

pandemic.

Sub Problem 2.3 Impulsive Buying

1. 84.7% of the respondents scroll through the online shopping platforms and only buy the

items that they need.

2. 61% of the consumers scroll through the online shopping platforms and tend to buy things

that interest/attract them.

3. Most consumers (94%) carefully decide whether they should buy the product or not.

Problem 3 Does the community lockdowns due to COVID-19 have an impact on the buying

behavior of the consumers?

On the items that are asking the consumers’ behavior before the pandemic, it is found that

the respondents do not exhibit such behaviors including hoarding, panic buying, and impulsive

buying before the community lockdowns, the result on the items were interpreted as ‘disagree’

(2.50 and below). Moreover, on the item “My buying behaviors have changed since the

pandemic” the results were interpreted as ‘agree’ (2.51 and above). Therefore, the community

lockdown due to COVID-19 has an impact on the online shopping behavior of the consumers.
 Problem 4 Do

consumers allot a budget specifically for online shopping?

1. 83.9% of the consumers prepare a budget for their online shopping purchase.

2. 79.7% of the respondents strictly follow their budget for online shopping.

3. 39.8% of the consumers tend to overspend when shopping.

Additional Questions

1. 28% of the consumers tend to go online shopping when they are in a bad mood.

2. Online shopping puts 67.8% consumers in a good mood.

CONCLUSIONS

1. Great number of consumers have purchased locally manufactured products and goods that

are essential this pandemic. Majority of them have become more cautious of where the

product will come from. The study also found that half of the consumers avoided products

from China. Lastly, when it comes to payment methods, the majority of the consumers

prefer cash on delivery as it is more convenient than online banking.

2. Based on the findings, the researchers discovered that since the lockdown was

implemented, consumers have acquired certain behaviors such as panic buying and

hoarding. Some consumers have also developed the impulsive buying behavior. One of the

reasons that leads to this form of activity is the consumers' attraction while browsing items

online. These habits occurred as a result of a drastic shift in the environment, which caused

everyone to be fearful of running out of necessities. The researchers concluded

 3.

that these behaviors have been present since the beginning of the quarantine, and nearly all of the

consumers exhibit them.

3. Based on the results of the research, the community lockdown due to COVID-19 has an

impact on the online shopping behavior of the consumers.

4. According to the findings, a large number of the consumers allot a budget for their online

shopping purchases that they carefully follow for them not to overspend when shopping

online.

5. Most consumers shop online to improve their mood.

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