Republic of the Philippines

SULTAN KUDARAT STATE UNIVERSITY

TACURONG Campus, EJC Montilla, Tacurong City

BUSINESS ANALYTICS

ONLINE SHOPPING HABITS AND E-SATISFACTION

Prepared By:
JANGAD, REGGIE B.
VALDEZ, IRYLLE JILL C.
CONTAOE, ELLA MAE A.
LOPEZ, MC KELLY RANI D.
SIBAG, EARL
1. Rationale

The internet has definitely revolutionised several aspects of human life.

Innovations, particularly in information and technology are the most important factors

for creating better economic and social conditions. However, E-commerce has made

life simple and innovative for individuals and groups; customer habits and

satisfaction in online shopping is different from the physical market where people

have access to see the product. This study discusses a brief about the consumers

habits and e-satisfaction. To understand the consumers' habits and e-satisfaction,

the researchers provide a collection of data through surveys. To measure the

consumers' habits and e-satisfaction, the survey result is calculated with the help of

SPSS software. The study focuses on the overall online shopping experience of the

consumers who use online shops as a part of their lives.

2. Statement of the Problem

The study has a chief concern regarding the habits and e-satisfaction of the

online shoppers. To obtain all the essential knowledge, data, and information, the

researcher sought to answer the questions as follow:

1. What is the demographic profile of the consumer in terms of:

1.1. Gender

1.2 Age

2. What are the consumer buying habits through online shops in terms of:

2.1. Mode of payment

2.2. Feedback and Recommendation

2.3 Adding Items to Cart

3. How do online shopping habits influence e-satisfaction among consumers in terms

of:

3.1 Shipping and delivery experience

3.2 Customer service

4. Is there a relationship between online shopping habits and E-satisfaction of the

online consumer?
3. Analysis

Respondents Characteristics

Based on their frequency distribution, the demographic profile includes the

following characteristics of the respondents: Gender and Age.

Table 1. Descriptive Statistics

GENDER AGE

N Valid 100 100

Missing 0 0

Mean 1.5800 21.2300

Median 2.0000 21.0000

Std. Deviation .49604 2.13132

Sum 158.00 2123.00

Table 2. GENDER

Frequency Percent Valid Percent Cumulative

Percent

Valid MALE 42 42.0 42.0 42.0

FEMALE 58 58.0 58.0 100.0

Total 100 100.0 100.0

According to Table 2 it is shown that the majority of the respondents are Female with

58 respondents however Male has 42.

Table 3. AGE

Frequency Percent Valid Percent Cumulative Percent

Valid 15.00 1 1.0 1.0 1.0

17.00 1 1.0 1.0 2.0

19.00 5 5.0 5.0 7.0

20.00 23 23.0 23.0 30.0

21.00 41 41.0 41.0 71.0

22.00 17 17.0 17.0 88.0

23.00 7 7.0 7.0 95.0

24.00 1 1.0 1.0 96.0

25.00 1 1.0 1.0 97.0

26.00 1 1.0 1.0 98.0

32.00 1 1.0 1.0 99.0

33.00 1 1.0 1.0 100.0

Total 100 100.0 100.0

Table 3 shows the frequency of the Respondents Age, which shows that the majority

of the respondents aged 21.

CONSUMERS HABITS AND E-SATISFACTION

Table 4. Descriptive Statistics

Mean Std. Deviation N

Consumers Habits - Mode of Payment

Statement 1 3.5800 .90095 100

Statement 2 3.6700 .77921 100

Statement 3 4.7400 .48451 100

Statement 4 4.0900 .65281 100

Consumers Habits - Feedback and Recommendation

Statement 5 3.6800 .86316 100

Statement 6 4.3300 .56951 100

Statement 7 4.3400 .51679 100

Statement 8 4.4700 .61060 100

Statement 9 4.1300 .70575 100

Consumers Habits - Adding to Cart

Statement 10 4.2200 .82364 100

Statement 11 4.2700 .58353 100

Statement 12 4.3300 .65219 100

Statement 13 4.4000 .55048 100

Statement 14 4.1900 .58075 100

Consumers E-Satisfaction - Shipment and Delivery

Statement 15 3.8500 .74366 100

Statement 16 3.9700 .68836 100

Statement 17 4.0200 .76515 100

Consumers E-Satisfaction - Consumers Service

Statement 18 3.7100 .75605 100

Statement 19 3.7200 .76647 100

Table 4, shows the Descriptive Statistics of the statements provided in the survey

questionnaire.
CORRELATION

Table 5. Correlations (All Variables)

Mode of Feedback Add to Shipment Customer

Payment and Cart and Service
Recomme Delivery
ndation

Mode of Payment Pearson 1 .537 .603 .773 1.000**

Correlation

Sig. (2- .463 .397 .437 .

tailed)

N 4 4 4 3 2

Feedback and Pearson .537 1 .721 .962 1.000**

Recommendation Correlation

Sig. (2- .463 .169 .176 .

tailed)

N 4 5 5 3 2

Add to Cart Pearson .603 .721 1 .959 1.000**

Correlation

Sig. (2- .397 .169 .182 .

tailed)

N 4 5 5 3 2

Shipment and Pearson .773 .962 .959 1 1.000**

Delivery Correlation

Sig. (2- .437 .176 .182 .

tailed)

N 3 3 3 3 2

Customer Service Pearson 1.000** 1.000** 1.000** 1.000** 1

Correlation

Sig. (2- . . . .
tailed)

N 2 2 2 2 2

**. Correlation is significant at the 0.01 level (2-tailed).

REGRESSION

Table 6. Correlations (Dependent and Independent Variable)

Shipment Mode of Feedback Add to

and Delivery Payment and Cart
Recommend
ation

Pearson Shipment and 1.000 .773 .962 .959

Correlation Delivery

Mode of Payment .773 1.000 .570 .921

Feedback and .962 .570 1.000 .846

Recommendation

Add to Cart .959 .921 .846 1.000

Sig. (1-tailed) Shipment and . .219 .088 .091

Delivery

Mode of Payment .219 . .307 .128

Feedback and .088 .307 . .179

Recommendation

Add to Cart .091 .128 .179 .

N Shipment and 3 3 3 3
Delivery

Mode of Payment 3 3 3 3

Feedback and 3 3 3 3
Recommendation

Add to Cart 3 3 3 3
 Table 7. Coefficients

Model Unstandardized Standardize t Sig.

Coefficients d
Coefficients

B Std. Error Beta

1 (Constant) -.030 .000 . .

Feedback and .122 .000 .528 . .

Recommendation

Add to Cart .813 .000 .512 . .

a. Dependent Variable: Shipment and Delivery

Table 6, shows the Correlation of two Variables, the Dependent Variable (Shipment

and Delivery) and the Independent Variable (Mode of Payment, Feedback and

Recommendation, and Adding to Cart) which shows their significance. Table 7,

shows the coefficient of the two variables which compares the magnitude effects of

predictors measured in different units.

Table 8. Correlations

Customer Mode of Feedback Add to

Service Payment and Cart
Recommen
dation

Pearson Customer Service 1.000 1.000 1.000 1.000

Correlation
Mode of Payment 1.000 1.000 1.000 1.000

Feedback and 1.000 1.000 1.000 1.000

Recommendation

Add to Cart 1.000 1.000 1.000 1.000

Sig. (1-tailed) Customer Service . .000 .000 .000

Mode of Payment .000 . .000 .000

Feedback and .000 .000 . .000

Recommendation

Add to Cart .000 .000 .000 .

N Customer Service 2 2 2 2

Mode of Payment 2 2 2 2

Feedback and 2 2 2 2
Recommendation

Add to Cart 2 2 2 2
Table 9. Coefficients

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

1 (Constant) 2.866 .000 . .

Add to Cart .200 .000 1.000 . .

a. Dependent Variable: Customer Service

Table 8, shows the Correlation of two Variables, the Dependent Variable

(Customers Service) and the Independent Variable (Mode of Payment, Feedback

and Recommendation, and Adding to Cart) which shows their significance. Table 9,

show the coefficients of the variables that describe the magnitude of each units.
4. Result and Discussion

The purpose of this study was to understand the purchasing habits and e-

satisfaction of online consumers. 58% of the 100 responses are female, while 42%

are male. The results of this study also showed that the majority of respondents

engaged in online purchasing, suggesting that most people—particularly teenagers

aged 20 to 22—used internet sites rather than physical stores.

The descriptive statistics for each statement in the provided survey

questionnaire are shown in Table 4. This demonstrates that the majority of

responders AGREE with the stated statements. The correlation of each variable is

shown in Table 5. The only variable that has any significance is customer service.

Additionally, this study emphasizes how consumer habits and e-satisfaction

on online shopping sites are related.

Lickert scale:

5 Strongly Agree 4.21 – 5.00

4 Agree 3.41 – 4.20

3 Neutral 2.61 – 3.40

2 Disagree 1.81 – 2.60

1 Strongly Disagree 1.00 – 1.80

 Online Shopping Habits and E-Satisfaction

Gender: __ Male __ Female

Age:________

Direction: here are the statements that describe consumer online buying habits and

consumers E-satisfaction. Choose one from the five choices below by putting a

check( ) that describes your feeling about the statements.

Likert scale:

5- strongly agree. 4- agree. 3- neutral. 2- disagree. 1- strongly

disagree

no. statements 5 4 3 2 1

CONSUMER HABITS

Mode of Payment

1 I find it convenient to use credit or debit cards as the mode of

payment for online purchases.

2 I feel secure when providing my payment information online for

transactions.

3 Cash-on-delivery (COD) is my preferred mode of payment for

online shopping.

4 Having multiple payment options (credit card, debit card,

mobile wallets, etc.) is important to me when choosing an

online store to make purchases from.

 Feedback and Recommendation

5 I frequently leave feedback or reviews for products I have

purchased through online shops.

6 I consider the feedback and ratings provided by other

consumers when making purchasing decisions on online

shops.

7 I find recommendations from online shops based on my

browsing and purchase history helpful in discovering new

products.

8 I am more likely to purchase products from online shops that

have a high number of positive customer reviews.

9 I trust the recommendations provided by online shops based

on my previous purchases and browsing behaviour.

Add to Cart

10 I frequently add items to my online shopping cart while

browsing, even if I don’t always end up purchasing them.

11 Adding items to my cart helps me keep track of products I am

interested in purchasing.

12 I often use the “Add to Cart” features as a way to compare

prices and options before making a final decision.

13 I find it convenient to add items to my cart and review them

before proceeding to checkout.

14 The ability to add items to my cart gives me a sense of control

 and flexibility in my online shopping experience.

CONSUMER E-SATISFACTION

Customer Service

15 The customer service representative was helpful and resolved

my issue efficiently.

16 The customer service department provided adequate options

for reaching out, such as phone, email, or live chat.

Shipping and delivery experience

17 The shipping and delivery of my order was prompt and timely.

18 The communication regarding the status of my shipment was

clear and informative.

19 The condition of the delivered package and its contents met my

expectations.