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LIVED EXPERIENCED ON ONLINE SHOPPING AMONG

SENIOR HIGH SCHOOL STUDENTS OF HOLY CHILD’S
ACADEMY: GUIDELINES FOR SMART BUYING
MANAGEMENT

ALLYSA KAYE F. TANCIO

KRISTINE N. SABATE

CHRISTMALIZ J. PRIETO

AKISHA MICAELA C. ZAMORAS

DANICA MAE G. QUIOCO

HOPE CHARMAINE C. QUIAPO

ASTHER RAFAEL JAMES S. MARIO

JERAY O. MANGUAL

ALFRED LAGANO

IVAN PARADERO

MYKIEL A. MAGSINO

JIM LOURENCE A. OPALONG

PAUL EDCEL S. MELICOR

12-ST.MONICA SET B – GROUP 2

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CHAPTER I

INTRODUCTION

Background of The Study

In this new era of generation, the numbers of people shopping online has increased

significantly throughout the year which give greater impact to the business world. According

to Magee (2003), the growth in the number of online shoppers is greater than the growth in

Internet users, indicating that more Internet users are becoming comfortable to shop online.

This whole new phenomenon of purchasing online kept on increasing due to the existence of

the internet that trigger the users to choose the online shopping medium to purchase their

items.

The Indonesia e-Commerce Report published its Statistical Report on E- Commerce

Development in Indonesia in April 2017 that the number of Internet users in Indonesia was

132 million in 2017 and the popularity rate was 10.5%. The data shows that almost half of the

netizens in Indonesia access the web via smartphones. Most of the shoppers are teenager’s,

the most popular items to buy is usually clothing (67.1%) followed by shoes (20.2%) and

bags (20.0%) (Intelligence, 2018). The increasing number and organizations are paving the

way for business opportunities on the Internet, according to Liao & Cheung (2001), the

statistics above indicates the growth in the field of internet shopping. With this developing

field of shopping, many researchers are interested in studying what actually motivates

consumers to shop on.

Filipinos are known for being cautious in terms of purchasing a product. They

consider security, fast transaction, mode of payment convenience, price and values, return or
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exchange rules, website reputation, online reviews and feedback, good customer service, and

low shipping charges. Filipino consumers value online shopping because of its convenience

and accessibility. Product marketing and service marketing are equally significant because

they both have the ability to be direct in providing a proof and specific information and

features about the product and services a business provides (Leonard, 2018). Good Service

marketing results to more customer satisfaction and good customer experiences. This

furthermore results to good customer relationship and online shop reputation. When a

customer was satisfied with a business service, their purchase intention rises.

Pagadian City is one of the city in Zamboanga del Sur that have been affected by

Covid-19 especially business owners and buyers. Specifically, businesses such as clothing

stores, restaurants, etc. Some of the business owners lose some business opportunities and

shut down their business. Businesses like food, fruits, etc., begin to take the online selling

since in Covid-19 pandemic online selling is more profitable and more convenient.

The goal of this study is to know the lived experience of Senior High School students

on online shopping platform and their techniques on how to avoid online shopping problems

like online scams and frauds.

Statement of The Problem

This study aims to explore the lived experiences of Grade 12 Senior High School

students of Holy Child’s Academy with the online shopping platform. And their techniques

and guidelines to avoid online frauds.

This study seeks to answer the following sub-questions.

1) What are the experiences of students on online shopping?

2) What are the challenges experienced by the students using online shopping platform?
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3) How do teachers handle the online scams and frauds?

4) What do the respondents recommend in order to avoid online scamming?

Significance of the study:

The study is significant to the following:

Students. This study will broaden the student knowledge about online shopping and the

result of this study may help the student on their online shopping problem especially in

online scams and frauds

Online Shoppers. The result of this will help the online shopper especially the issues

about online scams and frauds.

The researchers come up with this study and the result may help everyone to fully

understand the factors influencing people’s buying behavior based on the respondents

online shopping experience.

Conceptual Framework.

INPUT PROCESS OUTPUT

 Advantages  Data collection  Guidelines on

Online Smart
on online Survey
 Buying
shopping Mangement
 Challenges Interview

and problems  Analysis of

on online  Intervention
Data Plan
shopping
 Handle the  Thematic Codal
fraud on
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Figure 1. Schematic Diagram

Hypothesis
H1: There is no online scams and frauds experiencedby the students using online shopping
flatforms.
H2: There is online scams and frauds experienced by the students using online shopping
flatforms.
H3: There are no challenges experience by the students on online shopping.
H4: There are challenges experience by the students on online shopping.

Scope and Limitations.

The focus of this study is to broaden the G12 students of St.monica’s knowledge

about online shopping and how can they handle the online scams and frauds.This study

focused on the lived experiences on online shopping among g12 students of St.Monica:

guidelines for smart buying management.This study will be conducted to the Grade 12

students of St.Monica HUMSS of Holy Child’s Academy in Pagadian City.

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Definition of Terms

To fully understand the terms that are being, the researcher defined those words

according to how it is applied in this topic ‘lived experiences on online shopping among

Grade 12 students of St.Monica in Holy Child’s Academy: Guidelines for smart buying

management’

Online Shopping- The action or activity of buying goods or services via the internet.

Scam - is a fraudulent or deceptive act or operation. 

Frauds - wrongful or criminal deception intended to result in financial or personal gain. a

person or thing intended to deceive others, typically by unjustifiably claiming or

being credited with accomplishments or qualities.

E-commerce (electronic commerce or EC)-is the buying and selling of goods and services, or

the transmitting of funds or data, over an electronic network, primarily the internet.

Impulsive Buying: Impulsive buying is the tendency of a customer to buy goods and services

without planning in advance. When a customer takes such buying decisions at the spur of the

moment, it is usually triggered by emotions and feelings

CHAPTER II
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Review of Related Literature

Related Literature

An important contribution of Hawkins Stern’s model is the categorization of

impulse buying behavior (Shapiro, 2015). The model suggests four kinds of impulse

buying.

Pure impulse buying

This includes buying purely on the basis of impulse hence usually the

customers end up buying something which is not a routine item on their shopping

list. It is also known as ‘escape purchase’. It breaks the normal pattern of

purchasing. Visuals play an integral role in pure impulse buying (Dutta and Mandal,

2018). It highly appeals to the emotion of the buyer of novelty products. Such

purchases generally include items which are new for the customer and attract him

visually. While consumers end up overspending but the marketers earn higher

revenues.

Reminder impulse buying

Such kind of impulse buying happens in cases where a buyer has prior

knowledge or experience of the product but had no intention to buy it (Piron, 1991). It

highly appeals to the buyers of fashion merchandise the products that go with the

consumer’s primary shopping items also fall under this category like purchasing nail

paint or earrings while buying a dress from an e-retailer.

Suggested impulse buying

Suggested impulse buying occurs in the case of products usually being seen by the

customer for the first time and developing an impulse to buy them (Stern, 1962;

Dutta and Mandal, 2018).

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Planned impulse buying

This kind of impulse buying occurs when the customer has the need for a

product but is not sure about its specifications. Generally, a lower price or other

kinds of sales promotion techniques lead to planned impulse buying (Stern, 1962).

At the time Stern proposed these factors, online shopping was not as

popular as it is today. Most of these factors identified by Stern were in the context

of brick-and-mortar stores. Stern asserts that ease of buying, i.e. product

availability will likely increase the chances of impulsive buying decisions and is

very relevant in online shopping.

However, consumer characteristics have undergone a revolutionary

change over the years. This includes changes in demographics, spending

patterns, purchasing capacity, a shift from lifestyles-based to experience-based

consumption, and an increase in their overall participation in buying decisions.

Therefore, several new dimensions have emerged in Stern’s initial model. This

includes website quality (security, navigability, visual appeal), payment options,

virtual atmosphere, product variety, network availability, browsing behavior, and

online reviews, among others (Octavia, 2015; Zou, 2016; Kem et al., 2018).

According to Nazir et al. (2012), some factors which play an important role on

buyer’s decision making about shopping something online include price, trust, and

privacy etc. The key factors which affect a Pakistani consumer attitude towards

shopping something online are privacy and security. According to the researchers,

online purchase provides comfort, convenience or ease which are identified as

having significant influence on buyer’s attitude in Pakistan. Moreover,

recommendation to shop something online by others are also important in driving a

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buyer’s attitude towards purchasing online. In Pakistan, the reason for a consumer to

be hesitant to shop online is insecure online payment method as the research

mentions.

Perceived Uncertainty and Consumer Satisfaction

Uncertainty is defined as a time that occurs in the future that comprises the

predictable situation due to the asymmetry nature of data (Salancik and Pfeffer,

1978). Consumers may not expect the outcome of any type of exchange conducted

as far as the retailer and product-oriented elements are concerned (Pavlou et al.,

2007). Therefore, uncertainty initiates that retailers may not be completely

predictable; on the contrary, consumers tend to analyze and understand their actions

about decision making (Tzeng et al., 2021). Thus, the degree of uncertainty involved

in buying through online channels influences that degree of customer satisfaction. In

addition, when the performance of any particular product or service matches the

degree of expectations, he gets satisfied and, hence, repeats his decision of buying

(Taylor and Baker, 1994). But if the product quality fails to meet the requirements, it

negatively affects the degree of satisfaction (Cai and Chi, 2018).

Price Value and Consumer Satisfaction

Oliver and DeSarbo (1988) suggested that the price value is the proportion of

the result of the buyer to the input of the retailer. It is defined as an exchange of

products/services based on their quality against a price that is to be paid (Dodds et

al., 1991). Consumers look for a higher value in return; consumers are willing to pay

a higher price (Pandey et al., 2020). Yet, it leads to higher dissatisfaction when they

receive a lower degree of profitable products. Besides, the buyers associate such

type of product/service they use as less favorable or not according to their needs
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and desires. Hence, the buyers regret their decision-making degree for choosing that

particular product (Zeelenberg and Pieters, 2007). Aslam et al. (2018) indicated that

a product/service price influences the satisfaction of a buyer. Afzal et al.

(2013) recommended that the price is among those factors that hold great

significance for the degree of satisfaction of the consumer. If the price value of any

product/service differs from consumer to consumer, consumers tend to switch

brands. Hence, it is hypothesized that

Online retail experience and customer satisfaction

Rapid e-commerce growth has led many retailers to transform their market

strategies and distribution channels, which has consequently reengineered their

relationship with consumers. As the retail context transitioned to an online setting,

customer experience developed a new set of features. Initial investigations to identify

critical Internet retail attributes date two decades back (Mathieson and

Hoskins 1995; Zeithaml, Parasuraman, and Malhotra 2002) and have successfully

highlighted the points of deviation from the offline retail setting. However, no

consensus has yet been achieved despite numerous attempts by researchers to list

the core attributes. An online store can be evaluated according to a range of widely

used variables – for example, a website’s ease of use, personalization, product

range, clarity of product information, prices in relation to other online merchants,

variety of shipping options, clarity of pricing, availability of the desired product, order

tracking, on-time delivery, product meeting expectations, customer support features,

overall look and design of site, and customer retention (Burke 2002; Dholakia and

Zhao 2010; Jin and Park 2006) – that create different types of customer value and

serve as a baseline for the customer e-retail experience.

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Adopting a customer journey perspective (Lemon and Verhoef 2016) to

engineer customer experience becomes a challenging task in the e-commerce

context. Identifying and placing multiple touchpoints on a customer journey map can

be a problematic mission, as customer behavior becomes less transparent when

customers cannot be observed during their interactions with a variety of touchpoints.

However, many retailers take advantage of big data and on-site behavior tracking to

monitor customer behavior and to build a precise customer profile. In accordance

with the change in the retail setting, customer behavior has been redefined,

triggering changes in customer satisfaction mechanisms (Ballantine 2005; Bansal et

al. 2004; Szymanski and Hise 2000).

Progression towards the evaluation of online customer experience, rather

than that related to a retailer or online store, broadens the understanding of the

processes that take place between the retailer and the consumer. Online experience

is a powerful factor in the formation of customers’ perceptions and expectations

regarding an e-retailer (Pappas et al. 2014). Multistage perspective research

suggests that there is a strong link between previous online retail experiences, self-

efficacy, perceived effort, perceived usefulness and ease of use (Tong 2010). A

combination of these elements and their relationships form the customer behavior

during the future experiences (for example, retention and positive word of mouth)

(Pappas et al. 2014) and trust in the customer–retailer relationship (Hahn and

Kim 2009). Theoretical models link these and other customer experience elements to

customer satisfaction, which is the main objective of customer experience

management (Liu et al. 2008; Lee and Lin 2005; Janda, Trocchia, and

Gwinner 2002).
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Last mile delivery in e-retail experience

While three decades of research have contributed substantially to the

understanding of the customer e-retail experience (Trevinal and Stenger 2014),

knowledge regarding the delivery processes in relation to the e-retail experience is

fragmented and rather limited. Initial investigations regarding customer e-retail

experience accepted the delivery process as an important quality metric. Jiang and

Rosenbloom (2005) provide evidence that the level of customer satisfaction can vary

between the stages of online retail checkout and after delivery, suggesting that

delivery has an impact on overall customer satisfaction. Three decades of research

have produced a fragmented and rather limited knowledge regarding the relationship

between delivery processes and the e-retail experience. However, available findings

reveal a link between the customer’s perception of the online experience and their

experience following a parcel’s delivery. Reliable delivery has been named as a

sources of customer value in e-commerce (Keeney 1999). Factors such as on-time

delivery (Heim and Sinha 2001), price, and total delivery time (Swaminathan and

Tayur 2003; Fisher, Gallino, and Xu (2016) have been accepted as antecedents to

customer satisfaction and loyalty to an e-retailer. From the customer experience

perspective, cognitive dissonance due to delivery delay impacts customers’

perceptions of the online shopping experience (Liao and Keng 2013).

As consumers tend to comprehend an e-commerce experience from a holistic

perspective, without clearly distinguishing which of the participating market actors is

responsible for which process (Tax, McCutcheon, and Wilkinson 2013), it can be

assumed that a negative delivery outcome will have an effect on the overall

customer satisfaction and the future consumer relationship with a given e-retailer.

Consider the case in which a customer purchases an item online but, despite a
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flawless online shopping experience, the delivery experience leaves the customer

dissatisfied (for example, the parcel contains the wrong item or the parcel is taken to

a very inconvenient pickup location). As a result, customers may switch to alternative

e-retailers in an attempt to avoid future service failures. It is assumed that a well-

designed online purchase experience takes into account consumer delivery

requirements and can thus have a positive impact on the last mile delivery process,

as the e-retailer is the actor that sets the delivery options for the consumer to choose

from.

Experience and consumption

Etymologically, experience means a test, an attempt, and refers to

experimentation, that is to say the knowledge based upon sense experience as

opposed to a pure and a priori knowledge. So experience is enabled by an individual

learning process. Experience may also be revealed (for instance the mystical

experience), which means that experience is part of the individual subjective insight

experience. From an anthropological perspective, experience refers to how each

individual experiments with his own culture (Bruner, 1986). Experience differs from

behavior, which is visible part of experience (what is seen from the outside) and

differs from the situation itself. Research in marketing defines experience as a

personal and subjective moment that may build and transform a person’s life

(Arnould and Thomson, 2005); the principal dimension is the emotional and sensitive

dimension, followed by the cognitive dimension (Addis and Holbrook, 2001). The

experience undergone in a shopping context is a whole shopping experience

(Arnouldet al., 2002). Consumers may live in many ways; it depends on the social

context, on the products and services andon the personal relationships that are

related to the situation (Edgellet al.1997).

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CHAPTER III

Methodology

This chapter presented the discussion of the research methodology of the

study. It discussed research design, research environment, research participants,

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

analysis, and ethical research consideration.

Research Design

In this study, the researcher will utilize a descriptive research method, a

qualitative research approach. This study used primary data and qualitative research

methods to analyze the responses of respondents who participated in the study. A

descriptive statistical method will be use explore the different relationship between

variables. 10 respondents will be invited to participate in this study. The respondents

will be selected using purposive sampling.

Research Environment

The study will be conducted at St. Maria District, Pagadian City, Zamboanga

del sur one of the public institutions, specially the Senior High School teachers and

students that have been experiencing online scams and frauds. Pagadian city is a

2nd class component city and the capital of the province of Zamboanga del sur.

According to the 2020 census. It has a population of 210,452 people. The city

will be converted to a highly-urbanized city by the virtue of Proclamation No. 1247,

signed by President Rodrigo Duterte dated November 8, 2021, but shall take effect

after the ratification in a plebiscite.

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Research Instrument

This study use a validated interview questionnaire guided as an instrument in

gathering data. The researchers will then stablish open-ended questions for the

questionnaire that are provided to the teacher. The interrogation will based solely on

the teachers online platform experiences and their guidelines in avoiding online

scams and frauds.

Research Respondents

The participants of this study will be 10 senior high school teachers. The 10

teachers will be chosen base on their online shopping experience and their online

buying management.

Sampling Technique

The researcher used the purposive sampling technique. It is a non-probability

sampling technique use to select individuals from a given population with unique

characteristics and hold specific information desired for the study. The power of

purposive sampling is to identify and select information-rich cases related to the

phenomenon of interest. For this reason, purposive sampling was used determine 5-

15 participants who had been subjected in lived experienced on online shopping

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Data Gathering Techniques

The data collected through the following techniques.

Entry Protocol

The researcher of the study will ask permission to conduct a study inside the

school campus to the School President Office. The researcher will ask first the

participants of the research.

Date Gathering Proper

The conducted study will be process from December 2022 until March 2023.

The Senior High School Teachers have participated in the research. After the

extensive questioner as a tool. The data subject to interpretation and thematic

analysis.

Data Analysis

The researcher this study will use Thematic Codal Ways According to Braun

and Clarke (2006),” thematic analysis is a method for identifying, and reporting

patterns themes within the data”. It is particularly useful when a research project

aims to develop and discover themes and concept embed throughout qualitative

data (Rubin&Rubin,1995).
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Treatment of Data/Data Analysis

The data gather will be subjected for analysis and interpretation. To assess

the data that will be presented, the researchers will provide questionnaires and

conduct a survey through interview and interpret the response of the respondents.

The teachers will be statistically analyzed with the data instrument of the study.

Ethical Consideration in Research

When conducting a study, ethical factors must be taken into account. The

participant's safety and sense of dignity may be preserved in this way. To create and

uphold a safe and ethical environment in which to perform this research, the

researchers scrupulously followed the following rules. The consent of the participant

was obtained with appropriate reference to the use of the materials and other

resources of the materials that are presented, as well as authorization for the use of

their personal information, in order to prevent any illegal procedures. Respondent

confidentiality shall be scrupulously upheld in order to protect the security of

participant information. The Respondent's identity will not be revealed in order to

protect the Respondent's security and ensure that their privacy is not violated.
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