Zonio Et Al. Level of Acceptance Toward Online Shopping and Extent of Impulsive Behavior of SHS

LEVEL OF ACCEPTANCE TOWARDS ONLINE SHOPPING
AND EXTENT OF IMPULSIVE BUYING BEHAVIOR

OF SENIOR HIGH SCHOOL STUDENTS
A Research Paper presented to

Senior High School
Mindanao State University
General Santos City
In Partial Fulfillment
Of the Requirements for
Accountancy, Business, and Management Strand
by
CLAIR AISHA VILLAFLORES

FAIZALIYAH AMEENA MLAH
KRISLINE JELL ZONIO
JANET FRANCISCO
PAMELA SALANG
July 2022
APPROVAL SHEET
This research entitled “LEVEL OF ACCEPTANCE TOWARDS

ONLINE SHOPPING AND EXTENT OF IMPULSIVE BUYING BEHAVIOR
OF SENIOR HIGH SCHOOL STUDENTS” prepared and submitted by
JANET FRANCISCO, FAIZALIYAH AMEENA A. MLAH, PAMELA C.
SALANG, CLAIR AISHA L. VILLAFLORES, and KRISLINE JELL A. ZONIO
in partial fulfillment of the requirements for ACCOUNTANCY, BUSINESS,
AND MANAGEMENT STRAND.
RALPH LAURENCE VALDUEZA, LPT

Adviser
PANEL OF EXAMINERS
Approved by the Committee on Oral Examination
RONAIRAH D. DINDANG, MBM

Chairperson
BLEZIEL E. PLOMILLO, LPT RALPH LAURENCE VALDUEZA, LPT

Member Member
Accepted and approved in partial fulfilment of the requirements for

ACCOUNTANCY, BUSINESS, AND MANAGEMENT STRAND.
Approved by:
JEAN D. BERGANTE, MS ________________

Senior High School Director Date
ii1
ABSTRACT
This study aimed to determine the level of acceptance of online

shopping in terms of trust, website quality, customer service, perceived
usefulness, perceived ease of use, online shopping enjoyment and attitude,
and extent of students' impulse buying behavior. The study also assessed
whether there is a relationship between the level of acceptance of online
shopping and extent of impulsive buying behavior. Data were gathered from
182 online consumers who were identified as online shoppers and completed
the study's final survey in Mindanao State University-General Santos City
Senior High School. The data were analyzed using weighted mean and
multiple regression. The study found that the sub variable under the level of
acceptance towards online shopping varies. The result showed that it has an
overall weighted mean of 3.04 which has indicated that there is a neutral level
of acceptance towards online shopping of the senior high school students. On
the other hand, the study also revealed that the extent of impulsive buying
behavior among the students having an overall weighted mean of 3.21 was
interpreted to a moderate extent and has a verbal description of neutral.
Moreover, in terms of Impulse Buying Tendency which has a multiple R of
.384 was interpreted to a weak correlation. In terms of Consumer Mood which
has a multiple R of .428 was interpreted to a moderate correlation. Lastly, in
terms of Motivational Activities by Retailers which has a multiple R of .439
was interpreted to a moderate correlation. Overall, the level of acceptance of
online shopping and extent of students' impulse buying behavior have a
positive relationship. The hypotheses were rejected since there is a significant
relationship between the level of acceptance of online shopping and extent of
students' impulse buying behavior.
Keywords: level of acceptance, online shopping, online impulsive buying

behavior, extended technological acceptance model, impulsive buying
behavior model
iii
ACKNOWLEDGMENT
The conduct of this study has been an unusual one amidst the
pandemic. Despite the difficulties, the researchers had people around them
who helped and supported them. They would like to extend their heartfelt
gratitude to the following in helping and supporting them to finish this study.
First and foremost, to our Almighty God for His guidance and
enlightenment in making the study successful and for keeping everyone safe
and healthy.
To the researcher’s Research Project teacher, Mr. Ralph Laurence
Valdueza, LPT for his patience and dedication in imparting knowledge on
structural and technical aspects of the study.
To their statistician, Mr. Elgine John Patun-og, who extended his skills
and knowledge in the application of statistical treatment of data.
To the respondents, the Senior High School Students, who gave their
time to participate in the survey to give this study the data they needed.
To the Panel of Examiners, Ms. Ronairah D. Dindang, MBM, Ms.
Bleziel E. Plomillo, LPT and Mr. Ralph Laurence Valdueza, LPT who gave
the researchers constructive criticism throughout the whole process to
improve this study.
To the Senior High School Directress, Mrs. Jean Bergante, MS, for
her goodwill in allowing this study to be conducted among the senior high
school students in Mindanao State University - General Santos, and in giving
the researchers an opportunity to complete their study by giving her full
support.
3
iv
Lastly, to the researchers’ Parents, for their never-ending support and
encouragement in fulfilling this study. Their efforts to help the researchers are
deeply appreciated.
The Researchers
4
TABLE OF CONTENTS
Page
Title Page ……………………………………………………………… i
Approval Sheet ……………………………………………………………… ii
Abstract ……………………………………………………………… iii
Acknowledgement ……………………………………………………………… iv
Table of Contents ……………………………………………………………… v
List of Tables ……………………………………………………………… vi
List of Figures ……………………………………………………………… vii
List of Appendices ……………………………………………………………… viii
Chapter
I THE PROBLEM AND ITS SETTING 1
Introduction ……………………………………………………………...... 1
Statement of the Problem …………………………………………….…. 3
Hypothesis …………………………………………………….………….. 4
Theoretical Framework ………………………………………………….. 4
Conceptual Framework ………………………………………………….. 6
Scope and Delimitations …………………………………………........... 6
Significance of the Study ………………………………………………... 7
Definition of Terms ………………………………………………………. 8
II REVIEW OF RELATED LITERATURE AND STUDIES 12
Related Literature ………………………………………………………... 12
Online Shopping ………………………..…………………... 12
Extended Technology Acceptance Model ………………... 13
Online Impulse Buying Behavior …..……..……………….. 17
Impulsive Buying Behavior Model .….….…….…………… 18
Related Studies ………………………………………………….……….. 21
Synthesis ….……….…..….…….…………..….….……..…….………... 32
III METHODOLOGY 34
Research Design ………………………….…….…..…………………… 34
Research Respondents …………………………………………………. 36
Research Locale …………………………………………….…………… 37
5
v
Research Instrument ……………………………………………….……. 38
Data Gathering Procedure ………………………………………..….…. 40
Statistical Tool ……………………………………………………….……. 41
IV PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA 45
V SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS 58
Summary ………………………………………………………………….. 58
Findings ………………………………………………………………...…. 59
Conclusions ……………………………………………………………..... 61
Recommendations ……………………………………………………….. 63
References ………………………………………………………………….. 64
Appendices ………………………………………………………………….. 75
Curriculum Vitae ………………………………………………………………….. 96
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LIST OF TABLES
Table Page
Level of Acceptance Towards Online
Shopping of Senior High School Students in
1 45
Mindanao State University-General Santos
City
Extent of Impulsive Buying Behavior of Senior
2 High School Students in Mindanao State 49
University-General Santos City
Regression Result Between The Level of
Acceptance Towards Online Shopping and
3 Extent of Impulsive Buying Behavior of Senior 51
High School Students In Terms of Impulse
Buying Tendency
High School Students In Terms of Consumer
Mood
High School Students In Terms of Motivational
Activities by Retailers
7vi
LIST OF FIGURES
Figure Page
1 Extended Technological Acceptance Model 4
2 Impulsive Buying Behavior Model 5
3 Conceptual Framework 6
4 Research Design 35
5 Procedural Flowchart 40
6 Interpretation of the value of R 44
8 vii
LIST OF APPENDICES
Appendix Page
A Letter to the Senior High School Director 75
B Letter to the Respondents 76
C Survey Questionnaire 77
D Statistician’s Certification 81
Frequency of Responses for Level of Acceptance
E 82
Towards Online Shopping
Frequency of Responses for Extent of Impulsive
F 85
Buying Behavior
Original Copy of the Level of Acceptance Towards
G 87
Online Shopping
Original Copy of the Extent of Impulsive Buying
H 88
Behavior
I Statistical Computations 90
J Documentations 95
9viii
CHAPTER I
THE PROBLEM AND ITS SETTING
This chapter consists of the introduction, statement of the problem,
hypothesis, theoretical framework, conceptual framework, scope and
delimitation, significance of the study, and definition of terms.
INTRODUCTION
The coronavirus (COVID-19) pandemic has already changed our lives.
In an effort to contain the pandemic, governments have enforced many
lockdown restrictions that directly affect individuals and their businesses. One
of the abrupt changes brought about by lockdowns is a greater reliance on
various digital technologies, such as internet-based services, for
communicating, interacting, and conducting business from home. The
willingness of consumers to adapt their preferences and behavioral patterns,
such as migrating to online shopping and alternate pickup and delivery
alternatives, has increased (Dey et al., 2020). COVID-19 has proven to be a
particularly difficult test for businesses around the world, and it has come to
light that e-commerce may play a unique role in this crisis and beyond. Online
shopping is the activity or action of buying products or services over the
Internet (Market Business News, 2020). As people learn to accept shopping
online, some are developing a habit out of this, which is what we call
impulsive buying. It is the tendency of a customer to purchase goods and
services on the spur of the moment without doing any research first (The
Economic Times, 2022). It is a customer's proclivity to purchase products and
1
services without prior forethought. When a buyer makes such impulsive
purchases, they are frequently motivated by emotions and feelings (Astari &
Nugroho, 2017). Impulsive purchasing behavior is characterized by a number
of hedonic traits, one of which is the practice of social shopping. A social
recognition advantage is also obtained through social engagement, such as
when a group of people purchase items together at the same location. In
today's world, it is common practice for customers to share their buying
experiences through online blogs and to communicate with one another
through these activities. Regardless of one's point of view, some customers
prefer internet shopping because it allows them to avoid social encounters
altogether (Akram et al., 2018). As a result, social shopping has a positive and
statistically significant relationship with online impulsive purchasing behavior
(Ozen & Engizek, 2014).
There is a lack of research that investigates consumer acceptance of
online shopping and extent of impulsive purchasing behavior.Only a few
studies about customer acceptability of online shopping, how much impulsive
buying occurs, and how it influences their purchasing behavior have been
found in the studies that were analyzed by the researchers. The majority of
research has focused on the elements that influence young and old
consumers' buying habits, including trust, perceived risk, convenience, time
savings, and product diversity. In light of this, the proposed research aimed to
determine the extent of customers' impulsive buying behavior by determining
their level of acceptance of online shopping. As it was done during a
pandemic in which e-commerce emerges, this study also filled the gap.
2
STATEMENT OF THE PROBLEM
Generally, this study aimed to determine if there is a significant
relationship between the level of acceptance towards online shopping and
extent of impulsive buying behavior of senior high school students in
Mindanao State University-General Santos City.
Specifically, it sought to answer the following questions:
1. What is the level of acceptance of senior high school students
towards online shopping in terms of:
1.1 trust;
1.2 website quality;
1.3 customer service;
1.4 perceived usefulness;
1.5 perceived ease of use;
1.6 online shopping enjoyment and;
1.7 attitude?
2. What is the extent of impulsive buying behavior of senior high school
students in terms of:
2.1 impulse buying tendency;
2.2 consumer mood and;
2.3 motivational activities by retailers?
3. Is there a significant relationship between the level of acceptance
towards online shopping and extent of impulse buying behavior of senior high
school students in terms of:
3
3.2 motivational activities by retailers?
HYPOTHESES
The presented hypotheses below were tested in this study.
Ho: There is no significant relationship between the level of acceptance
towards online shopping and the extent of impulse buying behavior of senior
high school students in terms of impulse buying tendency.
high school students in terms of consumer mood.
high school students in terms of motivational activities by retailers.
THEORETICAL FRAMEWORK
1. Extended Technology Acceptance Model
Figure 1. Extended Technological Acceptance Model
4
The user's acceptance of technology is important to the field of study.
Many models were made to foresee and explain the acceptance of technology
among users. One of the models is the Technological Acceptance Model.
According to Allen (2020), the Technological Acceptance Model (TAM) was
developed by Fred Davis in 1986. Extended technological acceptance model
is a theory that explains how users come to accept and utilize a specific
technology. Perceived ease of use, website quality, customer service,
perceived usefulness, trust, online shopping enjoyment, and attitude are the
factors that affect the user's acceptance of online shopping.
2. Impulsive Buying Behavior Model
Figure 2. Impulsive Buying Behavior Model
Figure 2 shows the Impulsive Buying Behavior Model. According to
Febrilia and Warokka (2021), influencing factors of online impulse buying are
impulse buying tendency, consumer mood, and motivational activities by
retailers. On the other hand, factors such as shopping enjoyment tendency,
5
individual situation, website quality, and product attributes were not the
determinants.
CONCEPTUAL FRAMEWORK
Figure 3. Conceptual Framework
Figure 3. Conceptual Framework illustrates the relationship of the
independent variable on the dependent variable of the study. The independent
variable is the level of acceptance towards online shopping with its
sub-variables, namely, trust, website quality, customer service, perceived
usefulness, perceived ease of use, online shopping enjoyment and attitude
whereas the dependent variable is the impulse buying behavior with its
sub-variables, namely, impulse buying tendency, consumer mood, and
motivational activities by retailers. The researchers have investigated that a
significant relationship exists between the aforementioned variables.
SCOPE AND DELIMITATION
This study focused on the level of acceptance towards online shopping
and extent of impulsive buying behavior of senior high school students in
6
Mindanao State University-General Santos City. Therefore, the study have
given new insights about the level of acceptance of the respondents towards
online shopping, the extent of impulsive buying behavior of respondents in
online shopping, and the significant relationship between the level of
acceptance towards online shopping and extent of impulsive buying behavior
of senior high school students in Mindanao State University - General Santos
City.
This study was conducted within Mindanao State University-General
Santos City and did not go beyond the said locale. The duration of the survey
was conducted on May 26, 2022 up until June 9, 2022. The respondents in
the study have been limited only to the identified online shoppers from senior
high school students of Mindanao State University-General Santos City who
were officially enrolled in the said school during the school year 2021-2022.
According to Amato-McCoy (2017), shoppers aged between 13 to 18 years
old spent at twice the rate of adults. The researchers selected the senior high
school students as respondents since they are the most fitting respondents as
they are young adults who are more exposed online.
SIGNIFICANCE OF THE STUDY
This study entitled Level of Acceptance Towards Online Shopping and
the Extent of Impulsive Buying Behavior of Senior High School Students in
Mindanao State University-General Santos City may be significant to the
following:
To the Business Owners, this study will also help in giving them
essential information about the level of acceptance of the consumers towards
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online shopping and the impulsive buying behavior of their consumers when
shopping online. This study will help them know their opportunities and
threats. This will also provide them with new insights into what they should do
to improve and succeed in their business especially in the e-commerce
industry.
To the Students and Consumers, this study will help them to have an
in-depth understanding of the specific topic concerning the acceptability
towards online shopping and especially their impulsive buying behavior. This
will also help them in assessing their behavior and strategies on how to deal
with online shopping.
To the Researchers, this study may serve as a stepping stone in
understanding the level of acceptance towards online shopping and impulsive
buying behavior of the identified online shoppers. Also, this will help them to
further understand if there is a significant relationship between the variables.
To the Future Researchers, this study may be a good guide or
reference to the one who does a similar research study. Future researchers
may continue to pursue this study on more broad horizons to come up with
better results especially about the level of acceptance towards online
shopping and impulsive buying behavior when shopping online.
DEFINITION OF TERMS
The following terms are defined conceptually and operationally for a
better understanding of this study.
Attitude is the state of emotional and mental preparation, which is
formed through experiences that have a directive or dynamic influential power
8
on an individual's behaviors towards all things and situations (Unal & Eseri,
2012).
Operationally, it pertains to the acts and behavior consumers undertake
to buy products or services for individual or group use.
Consumer Mood is a state of mind of individuals going to make any
choice and acts as a moderator in making the person belong to the social
world in some way (Sinha, C.,2019).
Operationally, it states that the consumer's mood has a great impact on
the purchase of goods and material of the consumers.
Customer Service is the direct one-on-one interaction between a
consumer making a purchase and a representative of the company that is
selling it (Grant, 2022).
Operationally, it helps the customers to have easy access on how to
buy products through different online platforms.
Impulsive Buying Behavior is the sudden and immediate purchase of
a product without any pre-shopping intention. It occurs after shoppers
experience an urge to buy, and is often spontaneous without any hesitation
(Keenan, M., 2021)
Operationally, it refers to the buying decisions of consumers at the
spur of the moment.
Level of Acceptance refers to the willingness to use the source, and
the degree to which that source is accepted by individuals (García-Rubio et
al., 2020).
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Operationally, level of acceptance refers to the amount of
embracement towards online shopping of senior high school students in
Motivational Activities are various things that a person can do in
order to boost their motivation and get committed to doing the things they
don't want to do.
Operationally, it simply refers to the influence that gives consumers the
impulse to buy or purchase goods or services.
Online Shopping is the activity or action of buying products or
services over the Internet (Market Business News, 2021).
Operationally, it refers to the process wherein consumers purchase
goods, services, and other items directly from a seller over the internet.
Online Shopping Enjoyment comprises quality and accessibility of
websites, value of products and services offered, most importantly, the
integration of consumer feedback, review and rating system (Lee et al,. 2014).
Operationally, it indicates the entertainment and the well-off experience
of the customer experiences while having online shopping.
Perceived Ease of Use is the degree to which a person believes that
learning and using some new IT requires less or no effort at all (Davis, 1986
as cited by Butt, 2016).
Operationally, it indicates that using social media platforms as a means
of buying products is much easier and convenient for the customers rather
than leaving home.
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Perceived Usefulness is the subjective perception of users where
they believe that using a certain technologies can improve the performance of
their work (Davis, 1986 as cited by Butt, 2016).
Operationally, it is very useful to learn the basic procedure of
technology because people nowadays are spending more time on social
media which results in a higher profit for the business.
Trust is a behavior to rely on other parties and take action in that
environment between all the parties that include belief and behavioral
elements of trust (Poon, et al, 2012).
Operationally, trust has a positive relationship to buying behavior and
customers' satisfaction because consumers perceive more risk involved with
this type of shopping than traditional way of shopping.
Website Quality attributes increase online shopping and positive
electronic word of mouth (Yang, et al, 2015).
Operationally, website quality is one of the variables where the
consumer depends on how convenient and easier they can use the site for
buying products.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter deals with related literature and studies relevant to the
present investigation.
RELATED LITERATURE
This section consists of three parts, namely: 1) Online Shopping; 2)
Extended Technology Acceptance Model; 3)Online Impulsive Buying
Behavior; and 4) Impulsive Buying Behavior Model
Online Shopping
Online shopping has become a prevailing approach made by many
people in the present. Add more the surrounding pandemic that maneuvered
the people to buy, and even pay things via online. As stated by Gnanadhas
(2014), online shopping is a process whereby consumers directly buy goods,
services, etc. from a seller without an intermediary service over the Internet.
With online shopping, everyone can utilize the online shopping platforms and
make use of the advantages offered by technology nowadays.
More and more people tend to use the internet profoundly since the
accessibility of technology, the attainability of information, and the effortless
way to communicate with people online continue to evolve and get easier.
The following advances in technology make it possible to expand shopping
opportunities beyond traditional methods and even make better use of time
than having to go to a physical store to buy products (Shanthi & Kannaiah,
12
2015). Moreover, for consumers in the present time, with the pandemic still
around, being able to shop online is undeniably convenient and accessible.
Extended Technology Acceptance Model
It is a theory that explains how users come to accept and utilize a
specific technology. There are 2 measures that determine the success of the
technology adoption: (1) Perceived Usefulness and, (2) Perceived Ease of
Use. The Technological Acceptance Model not only predicts but also provides
an explanation to help researchers determine why a specific system may be
unacceptable and pursue appropriate steps. This model proposes that when
individuals are presented with new technology, several factors affect when
and how they will use it (Kibandi & Reuben, 2019). According to Butt et al.
(2016), perceived ease of use which is influenced by both website quality and
customer service, perceived usefulness, online shopping enjoyment and trust
had a positive and significant impact on consumer attitude — all of which
come together to drive consumer’s intention to accept and purchase online.
1.1 Perceived Ease of Use
In research from Ma et al. (2017), Perceived Ease of Use (PEOU) is
defined as the degree to which individuals perceive how easy it is to use the
technology. Chung (2005, as cited in Galib et al., 2018) stated that the easier
a technology is to interact with, the greater should be the user’s sense of
efficacy; efficacy is thought to work autonomously from instrumental
determinants of behavior. Butt et al. (2016) stated that the easier and
effortless a new technology will be, more likely the consumers will intend to
13
utilize that technology. But According to Demangeot and Broderick (2010),
perceived ease of use does not affect the behavioral pattern in this case,
rather influenced by security and privacy issues. Furthermore, it is also
observed that the ease of use is the most significant and powerful factor in the
initial phase of online shopping experience. In the study of Butt et al. (2016), it
was found out that website quality and customer service influenced perceived
ease of use.
1.2 Website Quality
For companies, social sites are the dominant instrument for
sharing information and support in linking with actual and potential buyers,
therefore the quality of such websites is very important (Cho et al., 2015 as
cited by Kouser et al., 2018). The quality refers to the consumer’s evaluation
of what performance is expected and what it actually performed
(Parasuraman et al., 1985 as cited by Kouser et al., 2018). Website quality
refers to the internet users’ evaluation of websites such that whether it fulfills
their needs and contains all necessary information about products (Aladwani
& Palvia, 2002; Chang & Chen, 2008 as cited by Kouser et al., 2018). In
addition, website quality is the effectiveness and efficiency of the social web
site in carrying intentional messages to viewers (Jeong et al., 2003 as cited
by Kouser et al., 2018).
1.3 Customer Service
According to Kouser et al. (2018), customer service is defined as the
service regarding the timely response to the customers’ queries and
14
helpfulness of sellers to customers. Gummerus et al. (2004 as cited by
Kouser et al., 2018) stated that responding to the queries of consumers
quickly decreases customers’ risk perception and increases perceived
convenience. It was stated in another study that in an online environment,
customers’ hope is high concerning quick reply (Liao & Cheung, 2002 as
cited by Kouser et al., 2018). The evidence is present that customer service
will increase customer satisfaction (Yang & Jun, 2002; Zhu et al., 2002 as
cited by Kouser et al., 2018).
1.4 Perceived Usefulness
Perceived Usefulness (PU) refers to the degree to which individuals
believe how useful the technology would be. Chiu et al. (2005, as cited in
Galib et al., 2018) found that perceived usefulness positively influences the
online purchase intentions of the users. If the expected usefulness meets the
actual usefulness and the user’s content, then the positive intention to buy
online is experienced by the consumer. So, the perceived usefulness is a
strong determinant of the intention to adopt Technology Acceptance Model
and ecommerce (Butt et al., 2016).
1.5 Trust
According to Butt et al. (2016), trust is a key factor in buyer-seller
relationships because it reduces the element of risk. The quality of a website
and a better design enrich the trust of consumers and if consumers observe
that the seller’s website has extraordinary features then they would have
complete trust in the seller (Yang et al., 2015 as cited by Butt et al., 2016).
15
Shahzad (2015) stated that trust has a significant impact on consumers’
online shopping behavior and this is one of the major obstacles for consumers
not to shop online. This supported the result that the level of acceptance
towards online shopping is only neutral. Trust plays a vital role in various
business relationships. There is an absence of verified guarantees that the
electronic vendor will not be involved in any sort of harmful immoral
behaviors, so trust is a critical factor in electronic commerce. Another study
conducted on electronic shopping states that trust plays a significant role in
increasing the preference of online shopping (Butt et al., 2016).
1.6 Online Shopping Enjoyment
It was asserted that intention to adopt online shopping was affected by
enjoyment in the website. Several studies show that enjoyment has a
substantial effect on behavior of consumers, for instance, growing consumer’s
intention to repurchase through online shopping (Mosteller et al., 2014 as
cited by Butt et al., 2016). Akhlaq and Ahmed (2014 as cited by Butt et al.,
2016) found that the enjoyment had a positive connection with the usage of
web, especially for the sake of entertainment. Thus, the attitude towards
online shopping can be predicted by the enjoyment.
1.7 Attitude
According to Kariapper (2021), attitude toward use is identified as the
target behavior of users of technology. It contains the positive or negative
feelings of users regarding the usage of new technology. It may either be
positive or negative, depending on the technology. A positive attitude is
16
identified as an actual state for implementing that particular technology.
Javadi et al. (2012 as cited by Kariapper, 2021) identified that attitude toward
online shopping positively affects the behavior intention of the consumer.
Furthermore, many studies proved and revealed that there is a connection
between positive feelings of the consumer and behavior intention to use
technology toward online shopping.
Online Impulse Buying Behavior
Impulse buying is the tendency of a customer to buy products and
services without preparing ahead (Prawira & Sihombing, 2021). It can also be
defined as a purchase made in the heat of the moment with no pre-shopping
intentions to buy a specific product category or to complete a specific buying
task. In recent years, developments in information technology have
contributed significantly to the growth of e-commerce, which has amplified
impulsive buying behavior in the online context, leading in a much smoother
buying decision process for consumers. For starters, navigation and search
functions allow consumers to speed up their research, and some people may
make a quick decision. Second, personalized recommendation effectively
optimizes consumers’ product discovery process, resulting in impulsive
buying. Finally, one-click buying online shortens and simplifies the path to
purchase, increasing both the conversion rate and the instances of impulsive
buying (Zhao et al., 2021).
According to Cavazos-Arroyo and Máynez-Guaderrama (2022), one
factor influencing consumers to buy impulsively is impulsive buying tendency
(IBT), and previous research has found that impulsive buying tendency has a
17
strong influence on impulsive buying behavior. It has also been reported that
IBT has value as a moderating variable between sales and promotion and the
desire to buy impulsively. When compared to physical stores, online shopping
provides consumers with more freedom and fewer constraints. Many
consumers prefer this format due to its convenience, variety of options, and
accessibility of information; these characteristics increase the likelihood of
impulsive buying.
Habib and Qayyum (2017) said that the intentions of consumers may
be derived from the complexity or simplicity of the website. Consumer
purchase behavior in this context is influenced by spontaneous reactions,
poor cognitive control, and emotions. Though the aforementioned viewpoint
tends to support the notion that impulsive buying behaviors are motivated by
appealing objects, scholars argued that in the extension of impulse buying
episodes, online shoppers are more spontaneous when compared to
traditional shoppers.
Impulsive Buying Behavior Model
This model was modified and only applied the influencing factors of
online impulse buying that were significant. Buying tendency in addition to
having an emotional content can be triggered by several factors, including: the
store environment, life satisfaction, self-esteem, and the emotional state of the
consumer at that time (Rodrigues et al., 2021).
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2.1 Consumer Traits
Consumer traits which are internal aspects influence online impulsive
buying of consumers. A person's purchase decisions have been shown to be
influenced by both cognitive and affective factors for a very long time. When
one of the dimensions is altered, the associated factor also undergoes a
proportional transformation as a result. A number of studies have been carried
out to investigate the extent to which cognitive processes and emotional
considerations are involved in the decision-making process of consumers
(Bañares et al., 2022). According to Febrilia and Warokka (2021), impulsive
buying tendencies and consumer mood are consumer traits. Impulse buying
tendency means that consumers who tend not to control themselves to make
unplanned purchases are most likely to become impulsive buyers. They have
a strong feeling of buying products online and would be very happy if they
could make it happen. Consumers with higher impulsive buying tendency
scores are more likely to experience impulse urges and it determines an
individual’s propensity to buy impulsively (Mohan et al., 2013). While
consumer mood indicates that consumers’ feelings when shopping online
influence their decisions to make impulsive purchases. When the mood is
pleasant (consumers are feeling happy), the shopping activity becomes more
fun so that the opportunity to make a purchase suddenly increases. Likewise,
if the mood is bad, consumers do shopping to reduce stress and make them
feel better. It means the likelihood of unplanned purchases is getting bigger
(Febrilia & Warokka, 2021). And study has shown that when customers feel
19
like they've had a positive experience when shopping, subsequent customers
will have a better mood while buying (Febrilla & Warokka, 2021).
2.2 Situational Factor
According to Febrilia and Warokka (2021), situational factors are
external aspects that influence the online impulsive buying of a consumer. It
was also stated that motivational activities by retailers is a situational factor.
Motivational activities by retailers conclude that promotions such as discounts,
gifts, ‘buy one get one free,’ coupons, free shipping, and prize draw can
attract consumers to shop for products they had not planned initially. The
more promotional efforts made by retailers, the higher the level of consumer’s
impulsive buying. According to Wixom and Todd (2005 as cited by Ho et al.,
2019), user satisfaction and technology acceptance can and should be
integrated in investigating the perception of information system success.
Furthermore, in line with Oliver (1980 as cited by Nisar and Prabhakar, 2017),
the higher the user satisfaction, the stronger the intention to repurchase from
the same e-retailers since the favorability of brand attitude has been
increased. The additional incentive of a visible and time-limited reduction in
price has the potential to trigger the consumer to change mode from browsers
to buyers by providing a justification for their immediate purchase. In online
purchasing, a discount on the price had a significant impact on the sales
volume of the goods in promotional activities.
20
RELATED STUDIES
This part contains different studies that were relevant to the present
study. These studies also provide adequate details needed in the said study.
This section consists of two parts, namely: 1) Local Studies; and 2) Foreign
Studies.
Local Studies
Bañares et al (2022) in their study Cognitive and Affective Aspects of
Male and Female in Impulsive Buying Tendency on Online Shopping showed
that the researchers answered the stated problem using a borrowed scale
from Verplanken and Herabadi (2001) entitled "Impulse Buying Tendency,"
consisting of two parts; a 10-item for cognitive aspects followed by another
10-item for affective aspects. The study used a correlational design since the
researchers tested the cognitive and affective aspects of IBT in males and
females in online shopping. This was important because it allowed the
researchers to determine whether male and female IBT differ when shopping
online. The result suggested that both respondents expressed excitement
when they saw a product they wanted, prompting them to buy it immediately.
Female respondents were more likely to compare products before making an
online purchase. This implies that they had already decided which product to
buy before completing a transaction and not to buy items they had only
recently seen, implying they had considered purchasing the product
numerous times. This suggested that online shoppers were unlikely to make
21
impulsive purchases. However, it does not entirely rule out the possibility of
female online shoppers having an IBT when making purchases online.
This study was relevant to the present study as it gained new insights
about impulse-buying tendency on online shopping.
Borromeo et al (2022) in their study Factors Affecting Impulse
Purchasing of Filipino Consumers in Convenience Stores examined Filipino
consumers' intrinsic and extrinsic factors in convenience stores including
impulse buying tendency, availability of money, time availability, visual
merchandising, in-store environment, and sales promotions. A significant sign
of consumers' purchasing decisions was triggered by impulse buying. Studies
of this behavior have been a great advantage for business owners who want
to generate more enormous profits. However, only limited studies about
impulse buying behavior have been conducted here in the Philippines. The
study followed a mixed-method approach since it was under the explanatory
side of the said method. It aimed to understand the factors affecting the
impulsivity of Filipino consumers when they are inside a convenience store.
The study was limited to external variables like the number of respondents.
However, the researchers provided a factor analysis on intrinsic and extrinsic
variables that will enhance the research. The independent variables have
been used to find out the correlation between these variables, such as
impulse buying tendency, money availability, time availability, visual
merchandising, in-store merchandising, and sales promotion. The study's
primary limitation is that the survey does not include different age groups.
Further tests with illustrations from different age groups may lead to more
22
precise outcomes. The impulsiveness of these individuals in risky conclusions
might affect impulse buying behavior. Hence, the research shall test various
age groups to determine the influence of such a factor.
This study was relevant to the present study as it investigated the
factors affecting impulsive purchasing of Filipino consumers which is related
to the variables of this study.
Moreno et al (2022) in their study Atmospheric Cues Roles: Customer’s
Online Trust, Perceived Enjoyment, and Impulse Buying Behavior explored
how virtual atmospheric cues impact online trust, and then investigate the
relationship between online trust and impulse-buying behavior, as mediated
by perceived enjoyment. The study used the stimulus-organism-response
(OSR) model. The study employed a quantitative design using a causal
research approach through partial least squares-structural equation modeling
(PLS-SEM) to assess links between variables. Sampling was choses using a
purposive technique 363 respondents comprised the millennial generation
who have experience buying in an online store in the Philippines. The results
suggested that customers who perceive online content, design, reviews and
promotions of an e-store are more likely to trust the site. In addition, the
positive relationship between online trust and impulsive buying behavior is
partially mediated by perceived enjoyment. Managerial implications for
strengthening marketing methods to build customer trust in online commerce
are highlighted.
23
This study was relevant to the present study as it gained new insights
about impulse-buying behavior and its vital role in electronic shopping which
is related to the variables of this study.
Urquia et al (2019) in their study External factors’ Influence on
Impulsive Buying Behavior revealed that there have been numerous factors
relevant to inducing the impulsive buying behavior of consumers. In fact, a
substantial quantity of studies has been made to have a better understanding
which is perceived to be a branch of consumer behavior. The study focused
on the external factors: promotional approaches, in-store display (window
display), credit line, store characteristics and sensation cues, the perceived
crowd and presence of peers and family factors. A quantitative study and
questionnaire were used to collect data. The data was collected from one
hundred sixty-two (162) college students of Surigao del Sur State University.
And results revealed that there was a favorable impact of the external factors
on the impulsive buying behavior of consumers. Moreover, promotional
factors were the most dominant factor that influenced. But in entirety, these
external factors most of the time influenced the impulsive buying behavior
of the respondents. This paper is beneficial for marketers that creating
effective promotional strategies will lead to their greater sales and
ultimately greater profits when targeting the impulsive buying behavior of
consumers. The study also encompasses valuable data to appreciate
impulsive buying behaviors influenced by external factors that could be
helpful and have an applied drive that could recommend entrepreneurs with
the valuable understanding that will permit them to formulate some
24
features in marketing and promotional approaches that can be appropriate
in their different business.
external factors’ influence on online impulsive buying behavior which is
related to the variables of this study.
Sangalang et al (2017) in their study Factors Influencing Consumers’
Impulse Buying Behavior in the Fifth District of Cavite assessed the factors
that significantly influenced impulse buying and ascertained which among
these factors greatly influenced it. The study also determined the type of
impulse buying behavior the consumers have. Three hundred eighty-five
(385) consumers which were making purchases at the time and place of the
data gathering were the participants of the study. Descriptive-correlational
design was used. Frequency count, percentage, chi-square test and multiple
regression analysis were used to analyze the gathered data for interpretation.
The findings revealed that both the internal and external factors have
significant influence on the behavior of the participants when buying
impulsively. The study identified that age, marital status, net monthly income,
shopping enjoyment, and promotional approach exhibit significant influence.
The findings ascertained that the participants were planned impulse buyers.
Moreover, it identified that for internal factors the net monthly income has a
great influence and for external factors, shopping enjoyment greatly
influences the impulse buying behavior of the consumers.
25
This study was relevant to the present study because it discussed the
factors affecting impulsive buying behavior in Cavite which is related to the
variables of the study.
Aumentado et al (2017) in their study Factors Affecting Impulsive
Buying Behavior on Clothes of the Different Age Generations in District IV of
Cavite aimed to determine the situational and marketing mix factors that affect
the impulsive buying behavior on clothes of the different age generations in
District IV of Cavite. A total of 400 participants from Generation Z, Y, X and
Baby Boomers were surveyed at shopping malls in the district. Data were
analyzed using mean, frequency count, chi-square test and analysis of
variance which revealed that time availability, money availability, momentary
mood and shopping companion affect the different age generations’ impulsive
buying behavior in terms of situational factors. The different age generations
were found to be less impulsive buyers when shopping alone and more
impulsive when in a positive mood, having more time allotted for shopping
and money available for spending. In addition, product, price and promotion
contribute to the impulsiveness of clothes of the age generations. The age
groups tend to purchase impulsively upon encounter of affordable clothes,
promotional schemes, clothing characteristics that are appropriate for them,
and attractive window displays. Findings also revealed that relationship
between momentary mood and impulsive buying behavior, and difference in
the situational factors affecting the impulsive buying behavior of the age
generations exist.
26
factors affecting impulsive buying behavior of different age generations which
is related to the variables of this study.
Foreign Studies
Febrilia and Warokka (2020) in their study Consumer traits and
situational factors: Exploring the consumer's online impulse buying in the
pandemic time examined consumer traits (i.e., impulse buying tendency,
shopping enjoyment tendency, consumer mood) and situational factors (i.e.,
individual situation, website quality, motivational activities by retailers, and
product attributes) to their online impulse buying. The sample was 290
criteria-met respondents and collected using the survey method, distributing
the questionnaire, and applying the Structural Equation Model (SEM) to
analyze the findings. The research found that firstly, there were three
accepted hypotheses in which the influencing factors of online impulse
buying, such as impulse buying tendency, consumer mood, and motivational
activities by retailers. Secondly, other factors such as shopping enjoyment
tendency, individual situation, website quality, and product attributes were not
the determinants. It implied that the on-going phenomena of changing
consumers' online impulse buying driven by their traits should be the critical
factors for any sellers to reap and optimize the available opportunities during
the pandemic's sudden change.
This study was relevant to the present study because it studied
consumer traits and situational factors about consumers' online impulse
buying which is related to the variables of this study.
27
Darmawan (2021) in his study Understanding Impulsive Buying
Behavior in the Marketplace revealed the variables that contribute to
impulsive buying behavior among Indonesians. A sample of 100 people in the
population of consumers who use Shopee in their online purchases were
taken. With the use of multiple linear analysis as the analysis tool, it revealed
that three variables had a significant impact on the buying behavior. The
variables were security of purchase, ease of use in the application, and trust
or reputation of the online marketplace. Among the variables, the dominant
variable that had a positive effect on impulsive buying behavior was the
security variable, followed by ease of use and trust which also had significant
effects on impulsive buying behavior.
This study was relevant to the present study because it discussed the
impulsive buying behavior in the marketplace which is related to the variables
of the study.
Fataron (2020) in his study Online Impulse Buying Behaviour: Case
Study On Users Of Tokopedia aimed to find out the phenomenon of impulsive
buying which is influenced by the ease of use and usefulness of information
technology that mediates the pleasure of shopping. In their study the
researcher chose tokopedia as the object of the research. Unplanned buying
behavior is a phenomenon that is interesting to examine because it has the
potential for developing market share. The sample determination method
used was 149 respondents. The respondents in their study are Tokopedia
online shop users. Data analysis technique used descriptive analysis to obtain
a picture of the respondent's tendency to answer, and inferential analysis to
28
test the model developed, while the analysis technique used is Structural
Equation Modeling (SEM). The result showed that the ease of use and
usefulness of technology has a positive effect in supporting shopping
pleasure, while shopping pleasure can explain the factors that influence
impulsive purchases.
online impulsive buying behavior which is related to the variables of this study.
Kibandi and Ruben (2019) in their study Impact of Online Shopping on
Consumer Buying Behaviour: A Case Study of Jumia Kenya, Nairobi stated
that the growth and spread of internet with an extraordinary pace over the last
few decades has resulted in emergence of online purchasing of products and
services. Their study focused on the impact of online shopping on consumer
buying behaviour. The study proposed four objectives which were to assess
how perceived benefits, perceived risks, product awareness and website
design influence online buying behaviour of Jumia customers. Theoretical
framework that guided the study were Technological Acceptance Model (TAM)
and Theory of Planned Behaviour (TPB) which are relevant to this study and
are operationalized through a conceptual framework. The target population for
the study was customers of Jumia based in Nairobi. Purposive random
sampling was used to take a sample of 94 customers of Jumia online store
products who could be found within Nairobi CBD. Statistical Package for
Social Sciences (SPSS) version 25 and Microsoft excel package was used for
data analysis and findings were presented in tables. In this study, correlation
analysis was done to test the relationship between the three independent
29
variables that is; perceived benefits of online shopping, perceived risks of
online shopping, product awareness and website design and the dependent
variable online consumer buying behavior. The results showed that Perceived
Risks of Online Shopping had a significant positive linear relationship with the
customer buying behavior at 5% level of significance, r = 0.457; p= 0.003.
Regression analysis was also conducted and the results indicated that the
independent variables were found to explain 34.1% of the variation in the
Customer buying behavior as indicated by a coefficient of determination (R2 )
value of 0.341.
This study was relevant to the present study because it studied online
shopping and consumer buying behavior which is related to the variables of
this study.
Kumar and Kaur (2018) in their study Understanding Online Impulsive
Buying Behaviour of Students stated that nowadays the internet has become
the main source of information and it is being used widely in daily life.
Organizations use the internet for competitive advantage as it becomes a
powerful source. The consumers’ possibility to buy impulsively is suggested to
increase further because of the convenience of online shopping. There are a
number of factors which influence the online impulsive buying behaviour of
the consumers. Their study examined the factors affecting the online buying
behavior of the consumers. The factors’ data was collected through the
structured questionnaire from the students pursuing graduation and post
graduation. Factor analysis was used to reveal the results. Personal
30
behaviour, situation at the time of purchase, promotion, ethical issues has an
impact on the online impulsive buying of the consumers.
This study was relevant to the present study because it investigated
the online impulsive buying behavior of the students which is related to the
variables of this study.
Aragoncillo and Orus (2018) in their study Impulse buying behaviour:
an online-offline comparative and the impact of social media showed that the
offline channel is slightly more encouraging of impulse buying than the online
channel; factors that encourage online impulse buying explain this behaviour
to a greater extent than discouraging factors; social networks can have a big
impact on impulse buying. Findings are limited by the sampling plan, the
sample size and the measurement of some of the variables; only one product
type is analysed. Further research is needed to confirm that shipping-refund
costs and delayed gratification (traditionally, discouraging factors of online
buying) encourage online impulse buying; clarify contradictory results
regarding the role of online privacy and convenience. This research
contributes to the validation of a scale to measure the influence of social
media on impulse buying behaviour. Offline companies can trigger the buying
impulse to a greater extent than online retailers. Managers must carefully
select social networks to encourage impulse buying, Facebook and Instagram
being the most influential; Twitter has the least impact. This study compares
the impulse buying phenomenon in both the physical store and the internet.
Moreover, the influence of social networks on impulse buying is also explored.
31
This study was relevant to the present study because it talked about
impulse buying behavior, impact in social media and a comparison between
online and offline purchase.
Synthesis
A number of researchers have conducted research and found out that
e-commerce experience, product perception, and customer service all have a
significant impact on consumers’ attitudes towards online shopping (Zuroni
and Goh, 2012). Consumers cannot make a purchase without making a
decision. Therefore, the buying behavior model is one method used in
identifying and tracking the decision-making process of a customer from start
to end. Making a purchase decision is important so the consumer does not
tend to be impulsive while gathering information about the products (Daniels,
2020). As a result, a consumer who considers online shopping to be
advantageous is more likely to make a purchase (Kibandi & Ruben, 2019).
These studies both local and global had been focusing on the factors that
affect consumer’s buying behavior, young and old alike, particularly in trust,
perceived risk in delivering products bought online, convenience, time-saving
factor, and variety of products offered. However, in the series of the related
studies the researchers reviewed, very little is known about the level of
acceptance of online shopping and extent of impulsive buying behavior of
consumers and by what means it affects their buying behavior.
According to the Technological Acceptance Model, if individuals are
presented with new technology, several factors affect when and how they will
use it (Kibandi & Reuben, 2019). It was discovered that consumers' attitudes
32
toward online shopping are influenced by their perceptions of activities
conducted on the internet as compared to traditional shopping environments.
In addition, the acceptance of online shopping and the extent of impulsive
buying behavior of the consumers considering the factor that everyone is
surrounded by the pandemic, and how it would have a significant change in
the consumer's buying behavior taking into account the changes in electronic
commerce in today's present situation. There is a dearth of research that
examines the level of acceptance of the consumers towards online shopping
and extent of impulsive buying behavior of consumers. Considering this, the
proposed study aimed to know the extent of impulsive buying behavior of
consumers with the help of the level of acceptance of the consumers towards
online shopping. This study filled the gap, since it was conducted during a
pandemic wherein e-commerce emerges.
33
CHAPTER III
METHODOLOGY
This chapter consists of the research design, research locale, research
respondents, research instrument, data gathering procedure, and statistical
tool.
RESEARCH DESIGN
The researchers have reached the purpose of this study by using the
quantitative method utilizing the descriptive-correlational technique. The
quantitative research design refers to data presented in numeric form.
Quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls,
questionnaires, and surveys, or by manipulating pre-existing statistical data
using computational techniques (Gray, 2017).
Furthermore, a descriptive-correlational design was employed in this
study to determine the level of acceptance towards online shopping and
extent of impulsive buying behavior of students, and to examine the
relationship between those variables. According to Noah (2021), a
correlational research design investigates the relationships between two (or
more) variables without allowing the researcher to control or manipulate any
of them. It is a type of qualitative non-experimental research. Measure
variables without modifying them in a correlation project. Descriptive
correlational studies describe the variables as well as the natural relationships
that exist between and among them (Sousa et al., 2007).
34
Figure 4. Research Design
Figure 4. Research Design showed the general processes that the
research has undergone. The input showed the main variables of the study.
The process showed the different steps taken to investigate the said
variables. Lastly, the output is the outcome of the study.
35
RESEARCH RESPONDENTS
According to Graham (2020), an online consumer or shopper is any
natural person acting for purposes other than his or her own business who
places an order for the supply of goods and/or services on the supplier’s
website. Shoppers can visit web stores from the comfort of their own homes
and shop just as if they were sitting in front of a computer. Perry (2017) said
that modern day online shoppers span all age groups from teenagers to
senior citizens. Online shoppers aged between 13 to 18 years old spent at
twice the rate of adults (Amato-McCoy, 2017). Online shoppers participate in
social media and other avenues for reviewing and providing feedback for
products and services. Online shoppers want to shop anytime and from
anywhere. Over 75% of people are shopping at least once a month online
(Estay, 2021).
The respondents of the study were the senior high school students of
Mindanao State University-General Santos City during the school year
2021-2022. The researchers conducted an initial survey to identify the senior
high school students in Mindanao State University-General Santos City who
are online shoppers. The researchers used the information that was stated
above to identify the qualified online shoppers and answered at least three (3)
yes on the initial survey. Out of seven hundred ninety-three (793) which was
the total population of the senior high school students of Mindanao State
University-General Santos City, two hundred seventy-eight (278) students
voluntarily joined the initial survey and two hundred two (202) were identified
36
as online shoppers. Hence, this study surveyed the two hundred two (202)
students that were identified as online shoppers.
The researchers used census technique wherein the total population of
the identified online shoppers was the respondent of the research. According
to Surbhi (2017), a census is a well-organized method of gathering, recording,
and analyzing information concerning the members of the population. The
census is alternately known as a complete enumeration survey method.
However, there were only one hundred eighty-two (182) who responded to the
final survey for this study.
RESEARCH LOCALE
This research was conducted at Mindanao State University-General
Santos City (MSU-GSC) in the Senior High School Department. While the
pandemic is still present, the researchers conducted the study in the said
institution since it constituted senior high school students who were the
respondents for the study. The researchers conducted the study in the said
school, since the school survey allows students to voice their level of
acceptance towards online shopping, their buying behavior, and to speak up
the particulars that affects their impulsive buying behavior. Through school
surveys, many schools have been made aware of student challenges and
have developed programs to support students (Mahmutovic, 2021). It was
stated in the study of Aspitman et al. (2021) that many of the students had
transitioned to more online shopping instead of in store and presumably, this
is due to governmental recommendations and restrictions regarding Covid-19
to stay safe during the global crisis. According to Netzer (2019), Gen Z
37
(Generation Z) or also known as “zoomers” refers to those born from
1997-2012. Students from Mindanao State University-General Santos City
(MSU-GSC) in the Senior High School Department can be considered Gen Z
due to their age range. In addition, Gen Z accounts for 40% of global
consumer shopping. In fact, a study by Adobe found that on average Gen Z
spends 10.6 hours online each day, compared to 8.5 hours for Millennials
(Netzer, 2019). Gen Z consumers are also less likely to plan their purchases
ahead of time, they may be more receptive to experiences or offers designed
to prompt impulse buying (Berthiaume, 2019).
RESEARCH INSTRUMENT
To get the data needed, the researchers adopted a closed-ended
questionnaire to determine the level of acceptance towards online shopping
and extent of impulsive buying behavior of students. Since, according to
Dawer (2019), a closed-ended question is a kind that gives respondents
predefined options to pick from, such as yes or no, scores from 0 to 10,
opinions ranging from Strongly Agree to Strongly Disagree, or a variety of
choices, based on the context of the question. Close-ended questions can be
answered quickly and easily because respondents only need to select one of
the available answer options. People nowadays avoid filling out
time-consuming feedback forms due to a lack of time, but when given answer
options to choose from, they usually fill out the form, resulting in a higher
response rate.
The researchers used a rating scale questionnaire with a Likert scale to
collect information from the participants. The Likert scale is used to assess
38
people's attitudes, views, and perceptions. Subjects select from a set of
possible responses to a specific question or statement; typical responses
include strongly agree, agree, neutral, disagree, and strongly disagree
(Jamieson, 2017). Respondents have been asked to utilize an ordinal scale to
indicate their level of agreement with a given statement.
Part I. Level of Acceptance Towards Online Shopping. The
researchers adopted a 36 - item questionnaire from Butt et al. (2016) Using
Technology Acceptance Model To Study Adoption Of Online Shopping In An
Emerging Economy. They used Likert scale to assess the students' level of
acceptance towards online shopping. The scale below was utilized to interpret
the level of acceptance towards online shopping.
Scale Verbal Interpretation
5 Very High
4 High
3 Neutral
2 Low
1 Very Low
Part II. Extent of Impulse Buying Behavior. The researchers adopted
a 59 - item questionnaire from Febrilia and Warokka (2021) Consumer Traits
and Situational Factors: Exploring the Consumer’s Online Impulse Buying in
the Pandemic Time. The researchers reduced the number of items to 16 as
they only used indicators with a factor loading of 0.70 or higher and variables
that were found to be significant in the study. They used Likert scale to assess
39
the extent of impulsive buying behavior of students. The scale below was
utilized to interpret the extent of impulsive buying behavior of students.
Scale Verbal Interpretation
5 Very Large Extent
4 Large Extent
3 Moderate Extent
2 Small Extent
1 Very Small Extent
DATA GATHERING PROCEDURE
For the gathering of data to be methodical, the researchers obtained
the following procedures:
Figure 5. Procedural Flowchart
Firstly, the researchers adopted a questionnaire from Chaudhury &
Nusair (2016) Using Technology Acceptance Model To Study Adoption Of
40
Online Shopping In An Emerging Economy and Febrilia & Warokka (2021)
Consumer Traits and Situational Factors: Exploring the Consumer’s Online
Impulse Buying in the Pandemic Time. The researchers collected the
students’ list in every section through the class presidents and it was used
during the initial survey. The researchers conducted an initial survey to senior
high school students of Mindanao State University to find out who among
them are online shoppers. Then, the researchers selected senior high school
students, who are online shoppers, to be the respondents of the study based
on the results of the initial survey. The researchers created an online version
of the questionnaire on Google Forms which was checked again by their
research adviser. After identifying the specific respondents, the researchers
proceeded to the formulation of letters of approval and consent which was
forwarded to the research teacher and senior high school director for
approval. The letter of approval from the director and letter of consent was
sent to the selected senior high school students who were identified as
respondents for the study as well as the online questionnaire. Before
answering the questionnaire, the respondents gave their consent through the
survey platform. The adopted questionnaire in online Google Forms was sent
to the selected respondents through links via Email. Lastly, the data that was
gathered was organized for analysis and interpretation.
STATISTICAL TOOL
To answer the problems presented in this study, the researchers
analyzed the responses from the questionnaire using the following statistical
methods:
41
In sub-problem 1, mean was used to analyze research questions and
determine the level of acceptance of senior high school students toward
online shopping. The scale below has been used to interpret the weighted
mean.
Weighted Mean Verbal Qualitative Description

Interval Interpretation
4.21 - 5.00 Very High Level of Acceptance Towards

Online Shopping is Very High,
within weighted mean interval
of 4.21 to 5.00
3.41 - 4.20 High Level of Acceptance Towards

Online Shopping is High,
of 3.41 to 4.20
2.61 - 3.40 Neutral Level of Acceptance Towards

Online Shopping is Neither
High or Low, within weighted
mean interval of 2.61 to 3.40
1.81 - 2.60 Low Level of Acceptance Towards

Online Shopping is Low, within
weighted mean interval of 1.81
to 2.60
1 - 1.80 Very Low Level of Acceptance Towards

Online Shopping is Very Low,
of 1 to 1.80
In sub-problem 2, mean was used to analyze research questions and
determine the extent of impulsive buying behavior of senior high school
students toward online shopping. The scale below was used to interpret the
42
impulsive buying behavior of the senior high school students toward online
shopping.
Weighted Mean Verbal Qualitative

Interval Interpretation Description
4.21 - 5.00 Very Large Extent Extent of Impulsive Buying

Behavior is at Very Large
Extent, within weighted mean
interval of 4.21 to 5.00
3.41 - 4.20 Large Extent Extent of Impulsive Buying

Behavior is at Large Extent,
within weighted mean
2.61 - 3.40 Moderate Extent Extent of Impulsive Buying

Behavior is at Moderate
1.81 - 2.60 Small Extent Extent of Impulsive Buying

Behavior is at Small Extent,
within weighted mean
1 - 1.80 Very Small Extent Extent of Impulsive Buying

Behavior is at Very Small
interval of 1 to 1.80
Lastly, for sub-problem 3, Multiple Regression was used to determine
if there is a significant relationship that exists between the level of acceptance
towards online shopping and extent of impulsive buying behavior. Multiple
regression is a statistical technique that can be used to analyze the
relationship between a single dependent variable and several independent
variables (Wagner et al., 2006). The possible range of values for the
43
correlation coefficient is -1.0 to 1.0. In other words, the values cannot exceed
1.0 or be less than -1.0. A correlation of -1.0 indicates a perfect negative
correlation, and a correlation of 1.0 indicates a perfect positive correlation. If
the correlation coefficient is greater than zero, it is a positive relationship.
Conversely, if the value is less than zero, it is a negative relationship. A value
of zero indicates that there is no relationship between the two variables
(Schober et al., 2018).
Size of Correlation Coefficient Interpretation
0.00 - 0.10 Negligible Correlation
0.11 - 0.39 Weak Correlation
0.40 - 0.69 Moderate Correlation
0.70 - 0.89 Strong Correlation
0.90 - 1.00 Very Strong Correlation
Figure 6. Interpretation of the value of r (Schober et al., 2018)
44
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter dealt with presentation, analysis, and interpretation of the
data gathered in this study. The various results are presented in the
succeeding tables with corresponding discussions and explanations. It also
answers specific problems stated in the previous chapter.
Table 1
Level of Acceptance Towards Online Shopping of Senior High School
Students in Mindanao State University-General Santos City
Indicators Mean Verbal Interpretation

Description
A. Trust
Retail websites are secure. 3.29 Neutral Neutral
The law protects online shoppers. 3.48 Agree High
Consumer privacy is respected. 3.71 Agree High
Online sales transactions can be handled. 3.87 Agree High
Commercial transactions can be easily 3.84 Agree High

completed.
Consumer’s personal data is disclosed. 3.24 Neutral Neutral
Expertise and resources are sufficient. 3.48 Agree High
I will use credit cards when shopping online. 2.13 Disagree Low
I will trust online shopping platforms. 3.13 Neutral Neutral
Mean 3.35 Neutral Neutral
B. Website Quality
Easy to use. 4.15 Agree High
Listing of products is in clearly defined categories. 4.03 Agree High
Location of info can be seen with a few clicks. 4.04 Agree High
Mean 4.07 Agree High
45
C. Customer Service
Online shopping provides on-time delivery. 3.04 Neutral Neutral
Online shopping provides customer support. 3.65 Agree High
Online shopping provides a refund policy. 3.68 Agree High
Online shopping provides product guarantees. 3.48 Agree High
D. Perceived Usefulness
Traditional shopping is too tiring. 2.98 Neutral Neutral
Online shopping saves time. 3.96 Agree High
Getting to where I shop is a hassle. 3.24 Neutral Neutral
Distance from home to store is an important 4.01 Agree High

factor.
E. Perceived Ease of Use
Online shopping provides sufficient product info. 3.42 Agree High
Online shopping allows me to order products 4.13 Agree High

easily.
I can easily compare products in online shopping. 3.70 Agree High
Online shopping provides more options/choices. 4.09 Agree High
F. Online Shopping Enjoyment
While shopping online, I feel the excitement of the 3.89 Agree High
hunt.
Online shopping is a leisure activity. 3.74 Agree High
Online shopping is better than shopping with 2.31 Disagree Low

friends/family.
I don’t like spending a lot of time window 2.79 Neutral Neutral

shopping.
Going out to shop is a hassle. 2.95 Neutral Neutral
Mean 3.14 Neutral Neutral
46
G. Attitude
Online shopping is appealing. 3.83 Agree High
Online shopping is essential. 3.24 Neutral Neutral
I have a positive opinion of online shopping. 3.74 Agree High
I would buy online rather than going to a store. 2.89 Neutral Neutral
Online shopping is more convenient than regular 3.40 Neutral Neutral

shopping.
I will shop online despite not being able to feel the 3.10 Neutral Neutral
product.
Online shopping is convenient and easy to use. 3.96 Agree High
Overall Mean 3.04 Neutral Neutral

Legend: 1.00 -1.80 =Very Low, 1.81-2.60 = Low, 2.61- 3.40 = Neutral
3.41 – 4.20 = High, 4.21- 5.00 = Very High
The first section of the questionnaire shown above sought to identify
the level of acceptance of Senior High School Students in Mindanao State
University-General Santos City towards online shopping. The table above
shows the average mean and the interpretation of the level of acceptance
towards online shopping that have been gathered from the students who were
identified as online shoppers. The average mean for the first sub-variable,
Trust, is 3.35 which was regarded as neutral. For the second sub-variable, the
Website Quality, which has an average mean of 4.07 is regarded as High. The
third which is the Customer Service is regarded as High and accumulated an
average mean of 3.46. For the fourth sub-variable which is the Perceived
Usefulness gathered an average mean of 3.55 and interpreted as High. Next
is the Perceived Ease of Use which has an average mean of 3.84 and
47
interpreted as High. Followed by Online Shopping Enjoyment which has an
average mean of 3.14 and interpreted as Neutral. And lastly, the seventh sub
variable, the Attitude, which has an average mean of 3.45 and interpreted as
Neutral.
From the data stated above, Website Quality has the highest average
mean of 4.07 among all of the given sub-variables. This evidently showed that
the majority of the identified online shoppers were satisfied with the quality
that the online shopping website offers. According to a study cited by Kouser
et al. (2018), for companies, social sites are the dominant instrument for
sharing information and support in linking with actual and potential buyers,
therefore the quality of such websites is very important. The data showed that
the online shoppers have the highest level of acceptance towards Website
Quality, followed by Perceived Ease of Use, Customer Service, Perceived
Usefulness, Attitude, Trust, and lastly the Online Shopping Enjoyment. On the
other hand, the data stated above that Online Shopping Enjoyment has the
lowest average mean of 3.14 among all of the given sub-variables. And it was
followed by Trust, Attitude, Perceived Usefulness, Customer Service,
Perceived Ease of Use, and lastly the Website Quality. According to
Demangeot and Broderick (2010), perceived ease of use does not affect the
behavioral pattern in this case, rather influenced by security and privacy
issues.
The overall mean for this section of questionnaire as indicated by the
table above is 3.04 and interpreted as neutral indicating that the students had
a neutral level of acceptance towards online shopping. In the previous study
48
of Butt et al. (2016), perceived ease of use which is influenced by both
website quality and customer service, perceived usefulness, online shopping
enjoyment and trust had a positive and significant impact on consumer
attitude — all of which come together to drive consumer’s intention to accept
and purchase online. However, according to Shahzad (2015), trust has a
significant impact on consumers’ online shopping behavior and this is one of
the major obstacles for consumers not to shop online. This supported the
result that the level of acceptance towards online shopping is only neutral.
Table 2
Extent of Impulsive Buying Behavior of Senior High School Students in
Mindanao State University-General Santos City
Indicators Mean Verbal Interpretation

Description
A. Impulse Buying Tendency
I can’t control myself buying the product. 2.48 Disagree Small Extent
When I shop, I usually buy products that I 2.70 Neutral Moderate Extent
didn’t plan to buy.
I am an individual who always makes 2.63 Neutral Moderate Extent

unplanned purchases.
When I see a product that catches my eye, I 2.05 Disagree Small Extent
will immediately buy the product without
considering anything.
It feels great to make purchases 2.75 Neutral Moderate Extent

spontaneously.
Mean 2.52 Disagree Small Extent
B. Consumer Mood
I buy a certain product depending on how I 3.39 Neutral Moderate Extent

feel at the time.
Sometimes, I buy something to make 3.76 Agree Large Extent

myself feel better.
49
Shopping is a way to reduce stress in 3.48 Agree Large Extent
everyday life.
My happiness increases with the number of 2.96 Neutral Moderate Extent

products I buy.
When I’m feeling happy, shopping becomes 3.63 Agree Large Extent
even more fun.
When shopping, I can be very happy and 3.66 Agree Large Extent
enthusiastic, but I can also feel sad.
Mean 3.48 Agree Large Extent
C. Motivational Activities by Retailers
I often buy products for other benefits (ex. 3.78 Agree Large Extent
Gifts)
I chose a particular store to shop because it 3.79 Agree Large Extent

gave a promo “Buy 1 Get 1 Free”
I went back to shopping at the same store 3.70 Agree Large Extent
to take advantage of the coupons that I got
on the previous purchase
I will get a discount when I have reached a 3.75 Agree Large Extent
certain nominal spend
I often receive unexpected gifts after 3.06 Neutral Moderate Extent

finishing shopping at the store of my choice
Mean 3.62 Agree Large Extent
Overall Mean 3.21 Neutral Moderate Extent

Legend: 1.00-1.80 =Very Small Extent, 1.81-2.60 =Small Extent, 2.61-3.40 =Moderate Extent
3.41- 4.20 =Large Extent, 4.21- 5.00 =Very Large Extent
The second section of the questionnaire shown above sought to
identify the extent of impulsive buying behavior of senior high school students
in Mindanao State University-General Santos City towards online shopping.
The table above shows the average mean and the interpretation of the extent
of impulsive buying behavior towards online shopping that have been
gathered from the students who were identified as online shoppers. The total
average mean for the first sub-variable, impulse buying tendency, is 2.52 and
50
was regarded as a small extent. For consumer mood, which is the second
sub-variable in the table, the average mean is 3.48 and was regarded as a
large extent. Lastly, the third sub-variable, motivational activities by retailers
has an average mean of 3.62 and was regarded as a large extent. In the
previous research by Cavazos-Arroyo and Máynez-Guaderrama (2022),
impulse buying tendency has a strong factor on impulsive buying behavior.
However, in this study, it was motivational activities by retailers which had a
strong influence to the extent of impulse buying behavior because it has the
highest mean among the three factors. The overall mean which is 3.21
described as moderate extent indicated that the students had moderate extent
of impulsive buying behaviour. This is supported by the study of Mohan et al.
(2013), that consumers with higher impulsive buying tendency scores are
more likely to experience impulse urges and it determines an individual’s
propensity to buy impulsively. Since motivational activities by retailers is the
strong factor for the extent of impulsive buying behavior and not impulse
buying tendency, the extent of impulsive buying behavior is only moderate
and not high.
Table 3.1
Regression Result Between The Level of Acceptance Towards Online
Shopping and Extent of Impulsive Buying Behavior of Senior High
School Students In Terms of Impulse Buying Tendency
Indicator Extent of Impulsive Buying Behavior of Senior High

School Students In Terms of Impulse Buying Tendency
Beta t-value p-value Remarks
Trust -.024 -.309 .757 Not Significant
Website Quality -.126 -1.499 .136 Not Significant
Customer Service .133 1.575 .117 Not Significant
51
Perceived Usefulness -.032 -.384 .702 Not Significant
Perceived Ease of Use -.037 -.407 .685 Not Significant
Online Shopping Enjoyment .297 3.393 .001 Significant
Attitude .171 1.872 .063 Not Significant
Multiple R: .384a
R-Squared: .147 Sig F: .000b
F-value: 4.287 N: 182
One hundred eighty-two students (182) responded to the survey about
the level of acceptance towards online shopping and extent of impulsive
buying behavior. Table 3.1 revealed that there is a significant relationship
between the level of acceptance towards online shopping and extent of
impulsive buying behavior in terms of impulse buying tendency. This is
supported by the multiple R of .384, sig f of .000 and an f-value of 4.287.
Moreover, it also revealed that there is a weak correlation between the
sub-variables of level of acceptance towards online shopping (Trust, Website
Quality, Customer Service, Perceived Usefulness, Perceived Ease of Use,
Online Shopping Enjoyment and Attitude) and the extent of impulsive buying
behavior in terms of impulse buying tendency. Out of the seven independent
sub variables, online shopping enjoyment is the only variable which is
statistically significant with a p-value of 0.001. It has a beta value of .297
which is the highest among the seven sub variables. It implies that it has the
strongest effect on the dependent variable. The independent sub variable
“Attitude” almost predicts a statistically significant result for impulse buying
tendency but since its p-value is greater than 0.05, in this case it is not
significant because alpha is set to 0.05. All other independent variables are
52
not significant. Hence, they do not predict a statistically significant result for
impulse buying tendency. The R-squared of .147 suggested that 14.7% of the
changes in the extent of impulsive buying behavior in terms of impulse buying
tendency were due to the level of acceptance towards online shopping. This
implied that the level of acceptance towards online shopping is related to the
extent of impulsive buying behavior. Hence, the first null hypothesis was
rejected.
An irresistible force to buy and an inability to evaluate its
consequences trigger the cause of impulsive behavior. Despite being aware of
the negative effects of buying, there is an enormous desire to immediately
satisfy one’s most pressing needs. Buying tendency in addition to having an
emotional content could be triggered by several factors, including: the store
environment, life satisfaction, self-esteem, and the emotional state of the
consumer at that time (Rodrigues et al., 2021). Research developed by
Aragoncillo and Orús (2018) reveal that 40.0% of consumers spend more
money than planned, in physical stores compared to 25.0% in online
purchases. This situation can be explained by the fact that consumers must
wait for the product to be delivered when they buy online and this time interval
may make impulse purchases unfeasible. Despite the results' low positive
correlation, a substantial association exists.
Table 3.2
School Students In Terms of Consumer Mood

School Students In Terms of Consumer Mood
53
Trust .115 1.489 .138 Not Significant
Website Quality .075 .914 .362 Not Significant
Customer Service -.085 -1.034 .303 Not Significant
Perceived Usefulness .041 .503 .616 Not Significant
Perceived Ease of Use .090 1.003 .317 Not Significant
Online Shopping Enjoyment .195 2.277 .024 Significant
Attitude .156 1.752 .081 Not Significant
Multiple R: .428a
F-value: 5.581 N: 182
Table 3.2 revealed that there is a significant relationship between the
level of acceptance towards online shopping and extent of impulsive buying
behavior in terms of consumer mood. This is supported by the multiple R of
.428, sig f of .000 and an f-value of 5.581. Moreover, it also revealed that
there is a moderate correlation between the sub-variables of level of
acceptance towards online shopping (Trust, Website Quality, Customer
Service, Perceived Usefulness, Perceived Ease of Use, Online Shopping
Enjoyment and Attitude) and extent of impulsive buying behavior in terms of
consumer mood. Table 3.2 also suggests that "Online Shopping Enjoyment" is
the only statistically significant predictor towards "Extent of Impulsive Buying
Behavior of Senior High School Students in terms of Consumer Mood". It has
a p-value of 0.024 which is less than the set value of α = 0.05. Although
"Attitude" almost predicts "Consumer Mood" but since its p-value is greater
than 0.05 it is not a significant predictor. All other independent variables are
not significant predictors of "Consumer Mood". The R-squared of .183
54
suggested that 18.3% of the changes in the extent of impulsive buying
behavior in terms of consumer mood were due to the level of acceptance
towards online shopping. This implied that the level of acceptance towards
online shopping is related to the extent of impulsive buying behavior. Hence,
the second null hypothesis was rejected.
Cognition and affective aspects have a long history of affecting a
person's purchasing decisions. A change in one of the dimensions causes a
proportionate change in the corresponding factor (Bañares et al., 2022).
Millennials tend to spend less and are more careful in shopping. Millennials
use the internet to determine which product, price, and available sales are
best for their needs. Study has shown that when customers feel like they have
had a positive experience when shopping, subsequent customers will have a
better mood while buying (Febrilla & Warokka, 2021).
Table 3.3
School Students In Terms of Motivational Activities by Retailers

School Students In Terms of Motivational Activities
by Retailers
Trust .110 1.438 .152 Not Significant
Website Quality .008 .103 .918 Not Significant
Customer Service .020 .246 .806 Not Significant
Perceived Usefulness .115 1.407 .161 Not Significant
Perceived Ease of Use .100 1.127 .261 Not Significant
Online Shopping Enjoyment .099 1.159 .248 Not Significant
Attitude .194 2.192 .030 Significant
55
Multiple R: .439a
F-value: 5.928 N: 182
Table 3.3 revealed that there is a significant relationship between the
level of acceptance towards online shopping and extent of impulsive buying
behavior in terms of motivational activities by retailers. This is supported by
the multiple R of .439, sig f of .000 and an f-value of 5.581. Moreover, it also
revealed that there is a moderate correlation between the sub-variables of
level of acceptance towards online shopping (Trust, Website Quality,
Customer Service, Perceived Usefulness, Perceived Ease of Use, Online
Shopping Enjoyment and Attitude) and extent of impulsive buying behavior in
terms of motivational activities by retailers. It also revealed that only "Attitude"
is the statistically significant predictor towards "Extent of Impulsive Buying
Behavior of Senior High School Students in terms of Consumer Mood'' which
has a p-value of 0.030. All other independent variables used to run the test
are statistically not significant. The R-squared of .193 suggested that 19.3% of
the changes in the extent of impulsive buying behavior in terms of
motivational activities by retailers were due to the level of acceptance towards
online shopping.
According to Wixom and Todd (2005 as cited by Ho et al., 2019), user
satisfaction and technology acceptance can and should be integrated in
investigating the perception of information system success. Furthermore, in
line with Oliver (1980 as cited by Nisar and Prabhakar, 2017), the higher the
user satisfaction, the stronger the intention to repurchase from the same
56
e-retailers since the favorability of brand attitude has been increased. The
additional incentive of a visible and time-limited reduction in price has the
potential to trigger the consumer to change mode from browsers to buyers by
providing a justification for their immediate purchase. In online purchasing, a
discount on the price had a significant impact on the sales volume of the
goods in promotional activities. Consumer’s attitude towards online shopping
refers to their psychological state in terms of making purchases over the
Internet. The offers on the internet may be simply compared, allowing the
buyer to purchase the product with the best terms (price, quality, and other
discounts) suited to the individual's demands.The five-step process of online
purchasing behavior is similar to traditional shopping behavior. For example, if
a consumer recognizes the need to acquire a product (such as a book), they
will go to the internet and begin to search for information and alternatives
before making the purchase that best meets their needs. Before making a
final purchase, buyers are overwhelmed with several factors that limit or affect
their ultimate selection (Kumarl, 2016).
This supported the implied result that the level of acceptance towards
online shopping is related to the extent of impulsive buying behavior in terms
of motivational activities by retailers. Hence, the third null hypothesis was
rejected.
57
CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter presents the summary, findings, conclusions, and
recommendations made for this study.
SUMMARY
Generally, this study aimed to determine if there is a significant
relationship between the level of acceptance towards online shopping and
extent of impulsive buying behavior of senior high school students in
Specifically, it sought to answer the following questions:
1. What is the level of acceptance of senior high school students
towards online shopping in terms of:
1.1 trust;
1.2 website quality;
1.3 customer service;
1.4 perceived usefulness;
1.5 perceived ease of use;
1.6 online shopping enjoyment and;
1.7 attitude
2. What is the extent of impulsive buying behavior of senior high school
students in terms of:
2.3 motivational activities by retailers
58
3. Is there a significant relationship between the level of acceptance
high school students in terms of:
3.1 impulse buying behavior;
3.2 motivational activities by retailers
FINDINGS
Based on the analysis of the gathered data regarding level of
acceptance towards online shopping and extent of impulse buying behavior of
senior high school students in terms of: impulse buying behavior, consumer
mood, and motivational activities by retailers, the following findings were
drawn:
1. The level of acceptance of senior high school students towards online
were the following: (1.1) in terms of trust, a mean of 3.35 resulted
which was interpreted as neutral; (1.2) in terms of website quality, a
mean of 4.07 resulted which was interpreted as high; (1.3) in terms of
customer service, a mean of 3.46 resulted which was interpreted as
high; (1.4) in terms of perceived usefulness, a mean of 3.55 resulted
which was interpreted as high; (1.5) in terms of perceived ease of use,
a mean of 3.84 resulted which was interpreted as high; (1.6) in terms of
online shopping enjoyment, a mean of 3.14 resulted which was
interpreted as neutral; and (1.7) in terms of attitude, a mean of 3.45
resulted which was interpreted as high. Additionally, the overall mean
59
of 3.04 described as neutral indicated that the students had a neither
high or low level of acceptance towards online shopping.
2. The extent of impulsive buying behavior of senior high school were the
following: (2.1) in terms of impulse buying tendency, a mean of 2.52
resulted which was interpreted as small extent; (2.2) in terms of
consumer mood, a mean of 3.48 resulted which was interpreted as
large extent; and (2.3) in terms of motivational activities by retailers, a
mean of 3.62 resulted which was interpreted as large extent.
Additionally, the overall mean of 3.21 described as moderate extent
indicated that the students had a moderate extent of impulsive buying
behavior.
3. In investigating the gathered data, statistics show that there is a
significant relationship between the following: (3.1) weak correlation
between the level of acceptance towards online shopping and the
extent of impulsive buying behavior in terms of impulse buying
tendency; (3.2) moderate correlation between the level of acceptance
towards online shopping and the extent of impulsive buying behavior in
terms of consumer mood; and (3.3) moderate correlation between the
level of acceptance towards online shopping and the extent of
impulsive buying behavior in terms of motivational activities of retailers.
60
CONCLUSION
The results of the study entitled Level of Acceptance Towards Online
Shopping and The Extent of Impulsive Buying Behavior of Senior High School
Students have led to the following conclusions:
1. The study revealed that the sub-variable under the level of acceptance
towards online shopping varies. In terms of trust and online shopping
enjoyment, the level of acceptance towards online shopping was
neutral. While website quality, customer service, perceived usefulness,
perceived ease of use, and attitude was high. Lastly, the overall mean
indicated that there is a neutral level of acceptance towards online
shopping of the senior high school students. It is evident from the
results that customers are impacted by website quality, customer
service, perceived ease of use, and perceived usefulness, or that it has
a significant impact on customers' attitudes regarding online shopping.
In conclusion, companies should modify their websites to make them
more appealing. Websites should provide enough information without
being overwhelming. It is best to avoid useless knowledge. Websites
should be created such that it is simple to compare products and
services. Online stores should offer a customer hassle-free process
and easy language by creating a fast website.
2. On the other hand, the study revealed that the sub-variable under the
extent of impulsive buying behavior varies. In terms of impulse buying
tendency, the extent of impulsive buying behavior was small. While, the
consumer mood and motivational activities by retailers was to a large
61
extent. Lastly, the overall mean indicated that there is a moderate
extent of impulsive buying behavior among the students. It is clear from
the results that only the extent of impulse buying tendency was small.
This result can be explained by the fact that when consumers buy
online, they must wait for the product to be delivered, and this time
interval may make impulse purchases impossible. Since the extent of
impulse buying behaviour in terms of consumer mood and motivational
activities by retailers was to a large extent, we can conclude that a
pleasant mood can remind a consumer of the pleasure he can have by
making purchases; it tends to activate the individual’s urge to buy,
especially when there are perks and offers they can acquire from
stores.
3. Upon analyzing if there is a significant relationship between the level of
acceptance towards online shopping and the extent of impulsive buying
behavior in terms of: impulse buying tendency, consumer mood, and
motivational activities by retailers, the result of the study found out that
the level of acceptance towards online shopping and the extent of
impulsive buying behavior in terms of impulse buying tendency has a
weak correlation while moderate correlation for consumer mood and
motivational activities of retailers. Hence, rejecting all of the null
hypotheses.
62
RECOMMENDATIONS
After the researchers conducted the study, the following
recommendations were made based on the findings:
1. Based on the results, trust and online shopping enjoyment were the
factors/sub-variables that have lowest mean among the factors of the
level of acceptance towards online shopping. Online shopping retailers
should consider studying and improving these factors to increase the
level of acceptance towards online shopping.
2. Researchers recommend that online shopping retailers should maintain
motivational activities in order to obtain a more positive consumer
mood.
3. Future researchers could conduct the same study, but they could
explore more on other sub-variables relating to the level of acceptance
towards online shopping and online impulsive buying behavior as to
provide a more in-depth outcome.
4. The researchers recommend gaining more honest responses from the
identified respondents. Future researchers can persuade their
respondents to read, understand, and sincerely answer the
questionnaires to come up with more accurate findings.
5. Future researchers could also conduct a larger and varied group of
identified respondents to have a more in-depth outcome.
63
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Appendix A
75
Appendix B
76
Appendix C
77
78
79
80
Appendix D
81
Appendix E
FREQUENCY OF RESPONSES FOR LEVEL OF ACCEPTANCE TOWARDS
ONLINE SHOPPING
Indicator 5 4 3 2 1
A. Trust
1 Retail websites are secure 8 56 100 17 1
2 The law protects online shoppers 16 76 70 20 0
3 Consumer privacy is respected 24 102 38 15 3
4 Online sales transactions can be handled 26 112 40 3 1
5 Commercial transactions can be easily 31 99 44 8 0

completed
6 Consumer’s personal data is disclosed 16 59 65 37 5
7 Expertise and resources are sufficient 9 83 76 14 0
8 I will use credit cards when shopping 3 16 40 65 58

online
9 I will trust online shopping platforms 1 51 106 19 5
B. Website Quality
10 Easy to use 57 98 24 3 0
11 Listing of products is in clearly defined 48 99 27 8 0

categories
12 Location of info can be seen with a few 48 100 28 5 1

clicks
C. Customer Service
13 Online shopping provides on-time delivery 12 53 56 53 8
14 Online shopping provides customer 26 80 64 11 1

support
15 Online shopping provides refund policy 28 85 56 9 4
16 Online shopping provides product 20 75 63 20 4

guarantees
D. Perceived Usefulness
82
17 Traditional shopping is too tiring 4 55 63 53 7
18 Online shopping saves time 42 104 23 12 1
19 Getting to where I shop is a hassle 17 53 72 36 4
20 Distance from home to store is an 57 80 36 8 1

important factor
E. Perceived Ease of Use
21 Online shopping provides sufficient 15 65 83 19 0

product info
22 Online shopping allows me to order 50 108 22 2 0

products easily
23 I can easily compare products in online 42 73 40 25 2

shopping
24 Online shopping provides more 61 84 31 5 1

options/choices
F. Online Shopping Enjoyment
25 While shopping online, I feel the 48 74 53 6 1

excitement of the hunt
26 Online shopping is a leisure activity 33 84 50 14 1
27 Online shopping is better than shopping 9 12 48 71 42

with friends/family
28 I don’t like spending a lot of time window 11 30 60 72 9

shopping
29 Going out to shop is a hassle 12 44 65 45 16
G. Attitude
30 Online shopping is appealing 21 112 46 3 0
31 Online shopping is essential 12 61 74 29 6
32 I have a positive opinion of online 19 98 63 2 0

shopping
33 I would buy online rather than going to a 3 25 113 31 10

store
34 Online shopping is more convenient than 12 73 76 18 3

regular shopping
83
35 I will shop online despite not being able to 11 54 71 34 12
feel the product
36 Online shopping is convenient and easy to 35 108 36 3 0

use
84
Appendix F
FREQUENCY OF RESPONSES FOR EXTENT OF IMPULSE BUYING
BEHAVIOR
Indicator 5 4 3 2 1
A. Impulse Buying Tendency
1 I can’t control myself buying the product 9 32 34 69 38
2 When I shop, I usually buy products that I 15 39 34 65 29

didn’t plan to buy
3 I am an individual who always makes 13 36 36 65 32

unplanned purchases
4 When I see a product that catches my 6 12 30 72 62

eye, I will immediately buy the product
without considering anything
5 It feels great to make purchases 11 33 61 53 24

spontaneously
B. Consumer Mood
6 I buy a certain product depending on how 21 77 44 32 8

I feel at the time
7 Sometimes, I buy something to make 49 75 30 21 7

myself feel better
8 Shopping is a way to reduce stress in 33 58 63 19 9

everyday
life
9 My happiness increases with the number 20 44 50 45 23

of
products I buy
10 When I’m feeling happy, shopping 35 77 47 14 9

becomes even more fun
11 When shopping, I can be very happy and 37 70 56 15 4

enthusiastic, but I can also feel sad
C. Motivational Activities by Retailers
12 I often buy products for other benefits 36 89 39 17 1

(ex. Gifts)
13 I chose a particular store to shop 38 81 50 12 1
85
because it gave a promo “Buy 1 Get 1
Free”
14 I went back to shopping at the same 38 76 45 22 1

store to take advantage of the coupons
that I got on the previous purchase
15 I will get a discount when I have reached 36 80 52 13 1

a certain nominal spend
16 I often receive unexpected gifts after 21 41 64 40 16

finishing shopping at the store of my
choice
86
Appendix G
Original Copy of the Level of Acceptance Towards Online Shopping
Questionnaire
Butt et al. (2016). 36 Item Questionnaire
factor loading > 0.70 (accepted)
87
Appendix H
Original Copy of the Extent of Impulsive Buying Behaviour
Questionnaire
Febrilia and Warokka (2021). 16 Item Questionnaire
88
89
Appendix I
STATISTICAL COMPUTATIONS
The Level of Acceptance Towards Online Shopping and Extent of

Impulsive Buying Behavior of Senior High School Students In Terms of
Impulse Buying Tendency
Descriptive Statistics
Mean Std. Deviation N
Impulsive_Buying_Tendency 2.523 .8854 182
Trust 3.353 .4020 182
Website_Quality 4.072 .6020 182
Customer_Service 3.464 .6788 182
Perceived_Usefulness 3.545 .6299 182
Perceived_Ease_of_Use 3.837 .5886 182
Online_Shopping_Enjoyment 3.136 .5919 182
Attitude 3.451 .4782 182
Model Summary
R R Adjusted Std. Change Statistics

Square R Error of
Square the
Estimat R Square F df1 df2 Sig. F
e Change Change Change
.384 .147 .113 .8339 .147 4.287 7 174 .000

a
a. Predictors: (Constant), Attitude, Customer_Service, Perceived_Usefulness, Trust,

Website_Quality, Online_Shopping_Enjoyment, Perceived_Ease_of_Use
ANOVAa
Model Sum of df Mean Square F Sig.

Squares
1 Regression 20.871 7 2.982 4.287 .000b
Residual 121.012 174 .695
90
Total 141.883 181
a. Dependent Variable: Impulsive_Buying_Tendency

b. Predictors: (Constant), Attitude, Customer_Service, Perceived_Usefulness, Trust,
Coefficientsa
Model Standardized t Sig.

Coefficients
Beta
1 (Constant) 1.091 .277
Trust -.024 -.309 .757
Website_Quality -.126 -1.499 .136
Customer_Service .133 1.575 .117
Perceived_Usefulness -.032 -.384 .702
Perceived_Ease_of_Use -.037 -.407 .685
Online_Shopping_Enjoyment .297 3.393 .001
Attitude .171 1.872 .063
a. Dependent Variable: Impulsive_Buying_Tendency

Consumer Mood
Consumer_Mood 3.481 .8147 182
Trust 3.353 .4020 182
91
Attitude 3.451 .4782 182
Model Summary
R R Adjusted Std. Change Statistics

Squa R Error of
re Square the
Estimate
R F df1 df2 Sig. F

Square Chan Change
Change ge
.428a .183 .150 .7509 .183 5.581 7 174 .000

ANOVAa

Squares
1 Regression 22.029 7 3.147 5.581 .000b
Residual 98.117 174 .564
Total 120.146 181
a. Dependent Variable: Consumer_Mood

Coefficientsa

Coefficients
Beta
1 (Constant) .345 .731
Trust .115 1.489 .138
Website_Quality .075 .914 .362
92
Customer_Service -.085 -1.034 .303
Perceived_Usefulness .041 .503 .616
Perceived_Ease_of_Use .090 1.003 .317
Attitude .156 1.752 .081
a. Dependent Variable: Consumer_Mood

Motivational Activities by Retailers
Motivational_Activities_by_Retailers 3.616 .6387 182
Trust 3.353 .4020 182
Attitude 3.451 .4782 182
Model Summary
R R Adjusted Std. Error Change Statistics

Squ R of the
are Square Estimate
R F df1 df2 Sig. F

Square Change Change
Change
.439 .193 .160 .5853 .193 5.928 7 174 .000

a
93
ANOVAa

Squares
1 Regression 14.218 7 2.031 5.928 .000b
Residual 59.613 174 .343
Total 73.831 181
a. Dependent Variable: Motivational_Activities_by_Retailers

Coefficientsa

Coefficients
Beta
1 (Constant) 1.800 .074
Trust .110 1.438 .152
Website_Quality .008 .103 .918
Customer_Service .020 .246 .806
Perceived_Usefulness .115 1.407 .161
Perceived_Ease_of_Use .100 1.127 .261
Attitude .194 2.192 .030
a. Dependent Variable: Motivational_Activities_by_Retailers
94
Appendix J
Documentations
95
CURRICULUM VITAE
JANET FRANCISCO
Zone 11-A Block 1, Brgy. Fatima
General Santos City
09109095987
janet.francisco@msugensan.edu.ph
__
Personal Data
Age: 18
Date of Birth: December 13, 2003
Birthplace: Polomolok
Gender: Female
Civil Status: Single
Citizenship: Filipino
Height: 158 cm
Weight: 46 kg
Religion: Born Again
Educational Attainment:
Senior High School Mindanao State University-General Santos City

Brgy. Fatima, General Santos City
2020 – Present
Junior High School Fatima National High School
Fil-Am Avenue, Brgy. Fatima,
General Santos City
2016-2020
Elementary Sampaguita Educational Institute Incorporated
Labus, Brgy. Fatima, General Santos City
2010-2016
96
CURRICULUM VITAE
FAIZALIYAH AMEENA A. MLAH

010 Bulaong Avenue Brgy. Dadiangas
West, General Santos City
09560476050
faizaliyahameena.mlah@msugensan.edu.ph
__
Personal Data
Age: 18
Date of Birth: May 10, 2004
Birthplace: General Santos City
Gender: Female
Height: 158 cm
Weight: 48 kg
Religion: Islam

2020 – Present
Junior High School Mindanao State University-GSC (CETD)
JP Laurel Avenue, General Santos City
2016-2020
Elementary General Santos City SPED Integrated School
Quezon Avenue, Brgy. Dadiangas West
General Santos City
2010-2016
97
CURRICULUM VITAE
PAMELA C. SALANG
Susana Homes 2, Lagao,
General Santos City
+639262670862
pamela.salang@msugensan.edu.ph
__
Personal Data
Age: 18
Date of Birth: July 22, 2003
Birthplace: Brgy. Upper Labay, General Santos City
Gender: Female
Height: 153 cm
Weight: 48 kg
Religion: Pentecostal Missionary Church of Christ
(4th Watch)

2020 – Present
Junior High School Holy Trinity College of General Santos City
Corner Daproza Ave., Brgy. Dadiangas North
General Santos City
2016-2020
Elementary Lagao Central Elementary School
Brgy. Lagao, General Santos City
2010-2016
98
CURRICULUM VITAE
CLAIR AISHA L. VILLAFLORES

#70 Roxas East Avenue, Brgy. Dadiangas
East, General Santos City
+639950776608
clairaisha.villaflores@msugensan.edu.ph
__
Personal Data
Age: 18
Date of Birth: September 12, 2003
Birthplace: General Santos City
Gender: Female
Height: 158 cm
Weight: 49 kg
Religion: Islam

2020 – Present
Junior High School Mindanao State University-GSC (CETD)
JP Laurel Avenue, General Santos City
2016-2020
Elementary Dadiangas West Central Elementary School
Quezon Avenue, Brgy. Dadiangas West
General Santos City
2010-2016
99
CURRICULUM VITAE
KRISLINE JELL A. ZONIO

Hiyas Village, Purok Eustaquio Salada,
Brgy. Poblacion, Polomolok, South Cotabato
+639770880160
krislinejell.zonio@msugensan.edu.ph
__
Personal Data
Age: 18
Date of Birth: June 11, 2004
Birthplace: Polomolok
Gender: Female
Height: 162 cm
Weight: 47 kg
Religion: Latter-Day Saints

2020 – Present
Junior High School Polomolok National High School
Octavio Village, Brgy. Cannery Site, Polomolok
2016-2020
Elementary Eustacio Barcatan Elementary School
Cannery Road, Poblacion, Polomolok
2010-2016
100

Zonio Et Al. Level of Acceptance Toward Online Shopping and Extent of Impulsive Behavior of SHS

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LEVEL OF ACCEPTANCE TOWARDS ONLINE SHOPPING

AND EXTENT OF IMPULSIVE BUYING BEHAVIOR

A Research Paper presented to

CLAIR AISHA VILLAFLORES

This research entitled “LEVEL OF ACCEPTANCE TOWARDS

RALPH LAURENCE VALDUEZA, LPT

RONAIRAH D. DINDANG, MBM

BLEZIEL E. PLOMILLO, LPT RALPH LAURENCE VALDUEZA, LPT

Accepted and approved in partial fulfilment of the requirements for

JEAN D. BERGANTE, MS ________________

This study aimed to determine the level of acceptance of online

Keywords: level of acceptance, online shopping, online impulsive buying

To the researcher’s Research Project teacher, Mr. Ralph Laurence

Valdueza, LPT for his patience and dedication in imparting knowledge on

structural and technical aspects of the study.

and knowledge in the application of statistical treatment of data.

To the Panel of Examiners, Ms. Ronairah D. Dindang, MBM, Ms.

the researchers constructive criticism throughout the whole process to

improve this study.

school students in Mindanao State University - General Santos, and in giving

the researchers an opportunity to complete their study by giving her full

THE PROBLEM AND ITS SETTING

This chapter consists of the introduction, statement of the problem,

hypothesis, theoretical framework, conceptual framework, scope and

delimitation, significance of the study, and definition of terms.

The coronavirus (COVID-19) pandemic has already changed our lives.

In an effort to contain the pandemic, governments have enforced many

of the abrupt changes brought about by lockdowns is a greater reliance on

various digital technologies, such as internet-based services, for

communicating, interacting, and conducting business from home. The

willingness of consumers to adapt their preferences and behavioral patterns,

such as migrating to online shopping and alternate pickup and delivery

alternatives, has increased (Dey et al., 2020). COVID-19 has proven to be a

shopping is the activity or action of buying products or services over the

Internet (Market Business News, 2020). As people learn to accept shopping

impulsive buying. It is the tendency of a customer to purchase goods and

Economic Times, 2022). It is a customer's proclivity to purchase products and

Nugroho, 2017). Impulsive purchasing behavior is characterized by a number

of hedonic traits, one of which is the practice of social shopping. A social

recognition advantage is also obtained through social engagement, such as

when a group of people purchase items together at the same location. In

today's world, it is common practice for customers to share their buying

experiences through online blogs and to communicate with one another

through these activities. Regardless of one's point of view, some customers

prefer internet shopping because it allows them to avoid social encounters

statistically significant relationship with online impulsive purchasing behavior

(Ozen & Engizek, 2014).

There is a lack of research that investigates consumer acceptance of

online shopping and extent of impulsive purchasing behavior.Only a few

studies about customer acceptability of online shopping, how much impulsive

consumers' buying habits, including trust, perceived risk, convenience, time

determine the extent of customers' impulsive buying behavior by determining

their level of acceptance of online shopping. As it was done during a

Generally, this study aimed to determine if there is a significant

relationship between the level of acceptance towards online shopping and

extent of impulsive buying behavior of senior high school students in

Mindanao State University-General Santos City.

Specifically, it sought to answer the following questions: