Chapter 1

INTRODUCTION

Background of the study

The earliest instances of internet shopping or electronic trade occurred in 1994.

After that, Internet use is no longer just for networking; it also serves as a platform for

marketing and transactions for plenty of folks. Moreover, technological developments

result in the creation of e-commerce with ease because there are already many free

applications available to create e-commerce websites. When the product brand names
and reputations are strong, online storefronts are frequently established as an online

retailing approach, well-known and well-established among consumers. In light of this,

online shopping offers an alternative to consumers because it is more relaxing than

traditional shopping, which is frequently associated with anxiety, a lack of parking, a

traffic bottleneck, a busy area, etc. (Sharma, 2016)

Online shopping platform has an impact on society since people are now more

competent at using internet technology to conduct e-commerce business than they were

in the past when they could only purchase and sell conventionally. Due to

advancements in internet technology, people are all in need to use online marketplaces

to increase sales fast and efficiently, as well as to conveniently notify customers.

(BISMA, 2021)

An e-commerce platform is a comprehensive piece of software that enables

online businesses to run their operations. This category of services includes customer

service infrastructure, accounting and inventory management systems, and builders of

e-commerce websites. Building a website, handling payments, and keeping inventory

are just a few of the complicated tasks involved in operating an online store. Software

solutions make it possible for you to manage all of these procedures and spare yourself

the hassle of handling each one separately. E-commerce systems have all the tools you
require to run and expand your online business without adding complexity to your

regular business operations. Utilizing an e-commerce platform is more convenient and

less expensive than building software from scratch. (sendpulse.com, 2023)

Many individuals believe that the moment a buyer pays is the most significant

one in the sale. Yet in reality, each stage of the customer decision-making process

matters when it comes to how to affect consumer behavior. Businesses must carefully

consider each step of the purchasing process if they want to optimize their profits.

Customers don't simply choose to purchase. There are numerous various

aspects that influence their purchasing behavior. The consumer decision-making

process is the way in which customers become aware of and identify their needs, get

knowledge about the best ways to address those needs, assess various available

options, decide what to buy, and then assess their purchase. (Millwood, 2021).

Statement of the problem

The purpose and objective of this study was to determine the factors influencing

the use of online shopping platforms on consumer purchase decisions among

Generation X respondents in Iba, Zambales during FY 2023-2024.

Specifically, this study would provide answers to the following questions:

• How may the profile of respondents be assessed in terms of:

• Age;

• Sex;

• Civil Status;

• Educational Attainment;
 • Monthly Income?

• What online shopping platform used by the respondents?

• What is the level of frequency usage of the respondents in using online shopping

platforms?

• What is the perception of the respondents on the factors affecting their consumer

purchase decision in terms of the following dimensions:

• Convenience;

• Time efficiency;

• Price;

3.2 Packaging;

3.3 Reviews?

4. Is there a significant difference on the perception of the respondents towards factors

affecting consumer purchase decision?

5. Is there a significant relationship on the level of frequency usage and the factors

influencing the use of online shopping platform on consumer purchase decision?

Significance of the study

The study would provide inputs and insights on the effects of online shopping

platforms to consumer purchase decision of the Generation X in IBA, Zambales and

thus would benefit the following entities:

Generation X. The findings of the study would provide knowledge and information that

will help in their future purchasing decisions and how online shopping can save more

time rather than going traditional shop

Online seller. The study may help the sellers/future seller and would provide

information to know and realize the better approach to consumers and how their online

business is dominating nowadays when it comes to selling and how their online

business affects their consumers purchasing decisions.

Online Buyers. This study would help benefit online buyers by providing information on

the effects of online shopping platforms. This will serve as a guideline when it comes to

purchasing decisions.

Future researcher/students. This study would help the student researchers who will
plan to make any related study about purchasing decisions when shopping online and

would serve as a future reference.

Scope and limitation

The purpose and objective of this study was to determine the factors influencing

the the use of online shopping platforms on consumer purchase decisions among

Generation X respondents during FY 2023-2024.

The researchers utilized the descriptive research design with survey

questionnaire as the main instrument in gathering data from one hundred thirty-two

(132) who were randomly and purposively selected who were born from 1965 to 1980 or

with age range from 39-59 years old and are residents from Iba, Zambales.

The study dealt to determine the profile of the respondents limited to age, gender,

civil status, educational attainment and monthly income. It also determines on the online

shopping platform used and the level of frequency using online shopping platform.

The study also determines the perception of the Generation X respondents

towards factors affecting their purchase decision in terms of Convenience, Time

efficiency, Price, Packaging, and Reviews.

 Chapter 2

FRAMEWORK OF THE STUDY

This chapter presents the review of the related literature and studies that has

bearing and relationship with the present study. It also discusses on the theoretical and

conceptual framework, the null hypothesis and the definition of terms.

Review of Related Literature

Software that supports the business activity of buying and selling via the internet

is known as an online shopping platform. According to the Adobe website, it requires a

search feature to help users locate a particular product, a cart feature to help users

manage their orders, and a payment option.

Additionally, according to the Optimizely website, websites employ their content

management system (CMS) and commerce engine to keep track of purchases, catalog

products, and manage users' interactions with online retailers. It makes no difference if

your company is big or little, B2B or B2C, selling physical products or offering remote

services.

Level of usage

According to Yotpo's website, consumers decide which products to buy

depending on which options best suit their needs. To reduce the danger of making a

poor investment, consumers make sure there are no better options accessible.
Additionally, a consumer's buying choice is the mental process that takes them from

determining their needs, to generating options, to selecting a certain brand and product

that is what IGI Global claims.

Convenience

Convenience is one of the things that consumer can get when they’re buying

from online shopping platforms. It brings convenient to them because they don’t need to

travel, it is a less of a time to do and they can by something in just one click without

worrying to ride for a bus. There is no need for the consumer to go in order to acquire
goods. Instead of requiring people to visit the business, it may be done whenever and

whenever, unlike traditional purchasing. (Khairunnisa Ishak, 2023)

Online shopping platforms is a form of business that is conducted in the online

environment, while the Internet behaves as a unified platform that connects buyers and

sellers (Turban, 2018) . One of its conveniences is the ease of transactions that help

consumers to make payment transactions. The ease of transaction enables e-

commerce consumers to make payments in various ways and become the most

efficient payment method for consumers (Rahmawati, 2019).

According to Mustikasari, some marketplace services should be responsive to

help the consumer problems during shopping. They can make complaints while making

purchases through customer service available in each marketplace, such as Blog FAQ,

Live Chat, social media, Telephone, and E-mail. Therefore, People can freely share their

consumption experience on product or service and ask for advice and suggestions from

their online friends, rather than strangers. (Jun Chen, 2015) Furthermore, factors like

variety, quick service and discounted prices, feedback from previous customers make

customers prefer online shopping over traditional shopping (Jayasubramanian, 2015)

Convenience has always been a great factor for consumer to shop online.
Through online, consumers can easily search or browse the information about the

products or can easily find the products compare to traditional store which consumer

need to search manually which sometime its takes time to search and hard for them to

find the product that they want. (Jati Kasuma et.al., 2020)

Through online purchase, consumers can easily compare the price as compare

to traditional purchase which is hard to compare the same products. Price comparison

is another convenience that we can get through online shopping. (Jati Kasuma et.al.,

2020)
In Indonesia, electronic commerce (e-commerce) nowadays in online transaction

websites provides goods needed by people such as fashion, household appliances,

electronics, electricity token payments, phone credit purchasing, tickets purchasing and

various forms of other needs. In Indonesia, there are six large electronic commerce’s (e-

commerce) circulating in the market according to the period, namely Tokopedia which

was first circulated in 2009, followed by Bukalapak and Blibli in 2011, then Lazada

circulated in 2012, then the last one was Shopee. (Tiarawati, 2021)

The popularity of online shopping has allowed consumers to compare prices and

features of products fast, making it the most adaptable way to make purchases

(Chetioui, Lebdaoui, & Chetioui, 2021). (Khairunnisa Ishak, 2023)

Time efficiency

Time efficiency is the other factor that consumer can get when they’re buying

from online shopping platform. It saves their precious time because shopping from

online will not take a lot of time. You just need to visit the product that you want to avail,

add it on the cart and check it out if you want. It is very simple to do which can really

lessen the consumption of time. The easiest approach for folks who don't have a lot of

free time to save time is to shop online. Since it can help consumers save time that can

be used for other purposes, online shopping is becoming more and more significant in
this area. (Khairunnisa Ishak, 2023)

Consumers who purchase items via online shopping site also can save time for

shopping trips. (Kosuke Miyatake, 2015) In addition, time saving is one of the most

influencing factors when consumer buy product using online shopping. There was no

faster way to get what we want as compare to online shopping where we will not stand

for an hour in those long lines just to pay the things that we buy at the payment counter,

Nikhil Srivastava (2016). Browse and search the product through online can save a lot

of time compare to traditional shopping which need more time to search the products.
Consumer also can reduce their effort by shopping online. (Jati Kasuma et.al., 2020)

According to some authors (Ardiansyah & Sarwoko, 2020; Daowd et al., 2021;

Vasi, Kilibarda, & Kaurin, 2019), time savings is one of the most crucial factors for

customers to take into account when they shop online. Because we didn't have to wait

in those lengthy lines for an hour to pay for our purchases at th payment counter, online

shopping was the quickest way to get what we wanted. (Khairunnisa Ishak, 2023)

At stores where less time is required, shoppers should spend more money. Singh

(2019) noted that consumers' preference for convenience and time savings when

shopping for groceries online. According to (Makhitha, Van Scheers, & Mogashoa,

2019), time-saving is perceived as a result of customers not having to wait in lengthy

queues at these stores and being able to finish transactions fast. Online shopping could

cut down on the time needed to make the actual purchases and could do away with the

necessity to visit a real store. On the other side, some survey participants think that the

length of time needed for online purchases to be delivered is also an issue. According to

Bahamonde-Birke (2019), consumers can save time with quick transactions and

services. They conlude that fast transactions and services allow consumers to save

time. (Khairunnisa Ishak, 2023)

 For those who does not has much free time, online shopping is the best reason

for them to save time. This is where online shopping becoming increasingly important

as it can save valuable time which can be used to do other things. No travel is required

if consumer want to buy goods. It can be done anytime and anywhere without need

them to visit the store as compare to traditional shopping. Consumer can instantly look

after what they need and want which can save time rather than they go on traditional

shopping which they must look and find what they want which need much time to

search. (Jati Kasuma et.al., 2020)

Customers can instantly look after what they need and desire, which can save

time, as opposed to going to traditional stores where they must look and find what they

want, which requires a lot of searching. Customers can find the products more quickly

and easily thanks to the website's search feature. (Khairunnisa Ishak, 2023) In addition,

it's very convenient to provide information at the same time because users can save

time and get product information such as comments on specific products before

purchasing any products.

Price

Price is one of the factors that consumers consider when they’re deciding to

purchase a product online. According to Investopedia, price is the amount that

consumers will be willing to pay for a product. Marketers must link the price to the

product's real and perceived value. Considering this factor, consumers are more likely

buying when the price is low. The price of a product is divided into three dimensions: fair

price, fixed price, and relative price. Fair price refers to the adjustment of a price that

offers a combination of quality and appro+priate services at a reasonable price

A small price change can cause a large reaction of consumers and it is important

to mention that the reaction can be positive or negative. Price perception greatly affects
a consumer's decision to purchase a product. The perception of price explains

information about a product and provides a deep meaning for the consumers

Research by indicated that most respondents consider price as an important

factor influencing their purchase decisions. Along the lines of the conventional saying

“You get what you pay for,” many consumers use price as an indicator of quality

It is believed that pricing has a significant effect on the buying behavior of

consumers because the higher a product is priced, the fewer units are sold. By contrast,

products selling at prices lower than the market rate are assumed to sell at a higher
volume.

Several studies have shown that pricing is more critical and relevant to consumer

buying behavior . It is also recommended by that a brand must come with a reasonable

price. Furthermore, stated that price is one factor that helps improve brand image.

Consumers usually identify the price of expensive products with good quality and

if the price of cheap products, then consumers doubt the quality. When someone

shopping, the first thing that is often noticed is the price, followed by several other

factors. If the price is too high or too low will affect consumer purchasing decisions.

Consumer can get a better deals and cheap prices from online store because

some of the products that sell online come directly from the manufacturer or seller

without involved by middlemen. Some of the online shops offer a great discount coupon

and rebates. (Jati Kasuma, 2020)

Packaging

Packaging is one of the factors that consumers consider when they’re deciding

to purchase a product online. According to BYJU’s.com, it refers to the process of

designing a package for the consumer product. Packaging helps in differentiating the

product from competitors and makes it easy for customers to identify the product. In
addition to that, it also protects the product from getting damaged. While talking about

the packaging of products, it should be kept in mind that packaging has a significant

relationship on consumers and their decision making about product purchases . For

example, quality, color, and material can have a positive effect on consumers

Most consumers desire a range of product choices when purchasing, in terms of

packaging. Thus, marketers should place a premium on creative and exclusive

packaging that is distinctive in scale, instruction, convenience, product design, and form

when compared with rivals in the market segment

Consumers are attracted to detailed labels, content, and packaging. Many people

are influenced by the way a product is packaged and presented in the market. While the

product itself may be of any quality, the relationship it produces through its packaging

has a strong influence on the purchasing attitude of the consumer. Nowadays, eco-

friendly packaging is essential. Thus, advertisers should prioritize this factor and employ

best practices to the maximum degree possible, including eco-friendly recyclable

packaging

According to the study of Zekiri and Hasani which is entitled, "The role and the

impact of packaging on consumer’s buying behavior". It says that the packaging

elements represent a good means of marketing communications towards consumers,

because consumers value the elements that are embodied on the package. The

packaging color helps consumers differentiate their favorite brands, and for companies

it helps to catch consumers’ attention and interest. So, color as well as other packaging

elements makes the marketing offer more eye-catching and attractive, as well as

differentiating it from other products. The obtained results of their study found out that

the packaging elements are very important during the buying process and they facilitate

a lot the decision process. Furthermore, their findings show that the following factors

such as, the quality of the packaging material, Innovation and practicality, and the
package design seem to be the most important on product selection during buying

process.

Reviews

Reviews is one of the factors that consumers consider when they’re deciding to

purchase a product online. According to rock content, a product review is the feedback

or opinion a customer had on a specific product or item that they purchased from your
brand. After buying and using the product, a customer has the option to leave a written

review about what their experience with the product was. Online consumer reviews,

product and services recommendations and peer opinions play an increasingly growing

role in the customer’s decision-making process.

Consumers no longer base their purchasing decisions only on advertisements or

professional advises but instead primarily rely on online consumer opinions in the form

of reviews as future consumers search for reviews across various online consumer

review platforms. The various review platforms differ in their function characteristics;

hence reviews are displayed differently across platforms.

Since the fast and still increasingly adoption of buying products or services

online, online consumer reviews have become increasingly more important. The online

consumer review involves positive or negative statements made by consumers and

experts about a product or service. This consumer-created information is helpful for

decision- making on purchases because it provides consumers with indirect

experiences.

The impact of online consumer reviews on consumer purchasing decisions was

validated and is of high importance for a company’s profitability. Monitoring and quick

responding to high numbers of reviews which one single product can attract in a short
time on various platforms are challenging for companies but essential for reputation

management and product sales. Therefore, to do so effectively, companies need to

understand consumer reviews platforms and its review content.

Online reviews support consumers in gaining product-related information,

thereby increasing their confidence during online purchasing. These reviews are offered

as an alternative by e-commerce firms to physically or visually interact with the product.

A Google study based on 57 million online customer reviews indicated that these

reviews influenced consumers' purchase choices Besides, 70 percent of customers

refer to online reviews before finalizing their purchase decisions, and 63 per cent of

customers are more likely to buy the product if it has higher product ratings and positive

reviews. Online reviews are becoming increasingly important sources of information for

shoppers impacting as much as 20–50% online purchase decisions.

Consumers' exposure to online reviews influences their online retail shopping

behavior. They search for reviews while evaluating products for purchase decisions. In

addition, most consumers like to go through other consumers' opinions about retailers'

products or services before finalizing their purchase decisions.

Online customer reviews (OCRs) have become a primary source of product

information and an important influence on customers' purchase decisions. This has

resulted in a significant impact on consumer purchase decision making. The effects of

OCRs on consumer behavior have recently gained significant academic attention.

Therefore, there is a need to provide a review on such effects.

Related Studies

Convenience

Convenience has a favorable and considerable impact on online purchase

intentions on the Lazada online shopping platform, according to the study conducted by

Septianie & Wiyata (2020). The total convenience variable can be inferred if the ease of

using e-commerce has a favorable impact, according to Mantauv's prior research from

2019. Additionally, Palma & Andjarwati Lestari (2016) express the opinion that

convenience has a positive and significant impact on repurchasing intentions.

(Tiarawati, 2021)

In a study conducted by Mantauv which is entitled "The influence of trust and

ease of use using e-commerce online purchasing decision", it says that convenience
has a positive and significant effect on purchasing decisions.

According to the study that was conducted in the Philippines which is entitled

"Impact of Price, Time, Trust, and Convenience to Shopee Consumers' Online Shopping

Behavior". It shows that the outcomes of the study indicate that price, time, trust, and

convenience all have an impact on customers' online shopping behavior in Shopee

Philippines. In addition, according to a study conducted in Bangladesh, buyers judge

the quality of things in online shopping mostly based on price and experience..

In the study of Slahuddin and Al which is entitled "Impact of Factors on

Consumer’s Decision-Making Process for Online Shopping in Pakistan", convenience

was proved to be the highest rating factor for online shopping of clothing brands”. The

convenience of website design and accurate product information attracts consumers

towards online shopping.

Time Efficiency

In the study conducted by Khairunnisa Ishak, Hatijah Mohamed Salleh, Farhana

Hanim Mohsin and Norhayati Md Isa (2023) entitled do convenience, time saving and

trust determine consumer online shopping behavior? An extensive analysis of time-

saving is provided by Time-saving orientation demonstrates that customers constantly

want to save time when making purchases online. Due to changes in consumer habits,

people now find it more difficult to make purchases at brick-and-mortar stores

In addition, customers frequently assume that a program's ease of use would

translate into a convenient shopping experience . This is in line with who discovered

that customers may recognize how a program's simplicity increases the allure of the

purchasing process. As a result, it is found that customer behavior, system usage

intention, and time-saving orientation are all connected . Collectively, these studies

show that time savings was cited as a major motivator among consumers who have
already made purchases online. The pace of modern life has gotten incredibly chaotic

with both work and leisure activities. They will dedicate all of their available daytime to

this. The easiest approach for folks who don't have a lot of free time to save time is to

shop online.

Since online shopping can help consumers save time that can be used for other

purposes, it is also becoming more and more significant in this area. There is no need

for the consumer to go in order to acquire goods. Instead of requiring people to visit the

business, it may be done whenever and whenever, unlike traditional purchasing.

Customers can instantly look after what they need and desire, which can save time, as

opposed to going to traditional stores where they must look and find what they want,

which requires a lot of searching. Customers can find the products more quickly and

easily thanks to the website's search features. (Khairunnisa Ishak, 2023)

Price

Product pricing seems to be the only direct element that generates revenue and

indicates the success or failure of a product or service. As a result, the researchers in

this study chose to emphasize this aspect. Carried out research into the theoretical

dimensions of consumer purchasing behavior and the factors that affect it. He analyzed

the relationship between consumer buying behavior and factors affecting the buying

process and decisions of the consumers. His research provides enough evidence to

show that the internal and external influences of a consumer have a major relationship

with their purchasing behavior.

According to the study of Dwi Rachmawati, Sakinah Shukri, S. M. Ferdous Azam,

Ali Khatibi which is entitled "Factors influencing customers’ purchase decision of

residential property in Selangor, Malaysia". They investigate the factors influencing on

customers’ purchase decision of residential properties in Selangor, Malaysia. Their

study measures the effects of quality, price, location, promotion and corporate image on

purchase decision. Their findings reveal that quality, price, location, promotion, and

corporate image positively and significantly influence on customers’ purchase decision.

According to the study of Al-Salamin (2015), good prices of well-known brands

negatively affect the purchasing process. Young people are eager to buy brands, but

their low income hinders them from doing so. The only aspect of the marketing mix that

generates revenue is price, whereas the others generate costs. The authors also noted

that the purchasing decisions of consumers focus on their price perception and what

they think about the actual price of a product. The main goal of marketing is to

understand how customers move toward their price perception. We are all customers,

no matter how old, educated, wealthy, or talented. Understanding customer behavior

thus becomes a critical challenge for advertisers, distributors, and salespeople.

According to the study of Harahap and Amanah which is entitled "Determinants

of consumer purchase decision" which is focused on analyzing the influence of location

and price on consumer purchasing decisions at the Pajak (Pajus) Medan, Indonesia. It

shows that, location has no effect on consumer purchasing decisions, while price
matters. Simultaneously, location and price significantly influence consumer purchasing

decisions. Low prices are the main consideration for consumers to shop. It also shows

that location and price positive significantly influence to purchase decision.

Packaging

According to the study of Zhao entitled “Impact of Pricing and Product

Information on Consumer Buying Behavior with Customer Satisfaction in a Mediating

Role”? Packaging a product with relevant product details contributes positively to

consumer buying behavior. Names, features, and product packaging attract consumers.
Many people are influenced by the packaging and marketing of items. While a product

may be of any quality, the impact on customer purchasing is essential (Naseem, 2021)

The aim of this study was to determine the effect of product pricing and

information about product packaging on the buying behavior of consumers. Innovation

in product labeling and packing often has a major relationship with demand, which is

why there are many methods for this type of action plan if a company wants to pursue

this strategy with regard to its product packaging. When it comes to packaging, many

buyers want a range of product choices. Therefore, marketers should pay high prices

for innovative and exclusive packaging that differentiate their products from the

competition in terms of size, guidance, functionality, product innovation, and shape.

For the target consumer, product packaging acts as an outstanding networking

tool, ultimately increasing their awareness levels. Packaging must highlight key aspects

of the product and brand, such as material composition, purpose, and quality. To show

respect for customers, packaging should include all of this information in regional

languages. Not only is efficient packaging important for storing and preserving products,

but it is also important for creating an interest in and generating actions toward

purchasing the product. Packaging that is environmentally friendly has become

increasingly important. As a result, marketers should place a high priority on this aspect

and use best practices to the greatest possible extent, including the use of

environmentally friendly recycled materials

This study of Ahmad Syahmi Ahmad Fadzil, Nur Ain Syazmeen Ahmad Zaki,

Syed Jamal Abdul Nasir & Muhammad Hilmi Sukery examined the impact of packaging

towards consumers’ buying decision. The title of their study is “Product Packaging and

Consumers’ Buying Decision”. The results showed that the actors have high and

positive relationship towards consumers’ buying decision. As for the most dominant
factor, packaging typography ranked first followed closely by packaging convenient of

usage as the second most dominant actor.

Reviews

According to the study of Thakur entitled “Customer engagement and online

reviews?” The study is motivated by a specific behavior of consumers in the online

environment - consumers spend more on products with excellent online reviews

indicating the economic value of online reviews

In addition, a recent study posited that a younger group of consumers looked for

online reviews and agreed that online shopping was more convenient. Customers

considered ‘reviews’ and ‘ratings’ as two essential sources of information

According to the study of Min Kang, Bing Sun, Tian Liang and Hong-Ying Mao

entitled, “A study on the influence of online reviews of new products on consumers’

purchase decisions". With the prevalence of the Internet and new media channels,

consumer reviews have become one of the main determinants of Consumers’

purchasing decisions. Their findings suggest that the impact of online reviews on

consumer purchase decisions also varies considerably across different consumer focus

factors. In addition, they find the impact of the interaction between online review
features is complex. In particular, consumers do not follow the positive guidance and

make purchase decisions.

According to the study of Tao Chen, Premaratne Samaranayake, XiongYing Cen,

Meng Qi and Yi-Chen Lan which is entitled "The Impact of Online Reviews on

Consumers’ Purchasing Decisions: Evidence from an Eye-Tracking Study". This study

provides a deep understanding of the underlying mechanism of how online reviews

influence shopping behavior. Their study investigated the impact of online product

reviews on consumers purchasing decisions by using eye-tracking. The results showed

that consumers’ attention to negative comments was significantly greater than that to

positive comments, especially for female consumers. Furthermore, their study identified

a significant correlation.
Theoretical Framework

Theory of Reasoned Action – Human Behavior and Action

Icek Ajzen and Martin Fishbein developed the theory of reasoned action in 1975. It

makes an effort to show how human behavior, attitude, and action are related. Using

this theory, one could predict how people will behave based on their objectives and

current attitudes (Mishra et al., 2014).

According to the theory of reasoned action, internet businesses' marketing plans

seek to influence consumers' perceptions of the brand (Burak et al., 2013). The

person's belief that online purchasing will save them money and time. The actual habit

of purchasing online is typically formed by one's attitude toward it. Users are more likely

to make a purchase if they approach online shopping with a buying mentality based on

prior purchases.

Conceptual Framework

Figure 1 shows the conceptual paradigm of the study. The researchers utilized
the IV-DV or known as the Independent Variable and Dependent Variable Model

framework. The IV-DV model is a framework that would establish relationship on the

variables used in the study.

For the Independent Variable frame or known as the cause/s variables dealt with

the profile of the respondents limited to age, gender, civil status, educational attainment

and monthly income. It also include of the parameters to measure the factors

influencing the customer purchase behaviour in using online Conceptual Paradigm

Independent Variable Dependent Variable

Figure 1. Conceptual Framework

Shopping platform as to convenience, packaging, time efficiency, reviews and price

respectively.

For the Dependent Variable or known as the effect/s variable which is the level of

frequency on the usage of online shopping platform.

Null Hypotheses

The following hypothesis was tested:

Ho1: There is no significant difference on the perception of respondents on factors

influencing the use of online shopping platforms to consumer purchase decision.

Ho2: There is no significant relationship between factors influencing the use of online

shopping platforms to consumer purchase decision and the level of frequency.

Definition of terms

For clarity and lucidity of the study, the following terms are define operationally a

as they are used in the study.

Consumer purchase decision: It refers to the process of picking a product and brand

after determining a need and generating possibilities is known as the purchase decision.

Convenience. This refers to one of the factors influencing customer purchasing

decision with the use of online shopping platform. It is also the state of being able to
proceed with something with little effort or difficulty.

Customer. This refers to a person or organization who buys product or service in a

store or business.

Online Shopping. This refers to the electronic software program that makes it possible

to conduct business by buying and selling things online. It also requires a search

function that enables users to locate a certain product.

Packaging. This refers to one of the factors influencing the use of online shopping

platform where the consumer considers when they’re deciding to purchase a product

online.

Price. This refers to one of the factors influencing the use of online shopping platform

where the consumers consider when they’re deciding to purchase a product online.

Reviews. This refers to one of the factors influencing the use of online shopping

platform where the consumers consider when they’re deciding to purchase a product

online.

Time efficiency: Time efficiency is the other factor that consumer can get when they’re

buying from online shopping platform. It saves their precious time because shopping

from online will not take a lot of time.

Generation x. This refers to the respondents from age group of 43-58 years old or

those who were born from 1965-1980.

Chapter 3

RESEARCH METHODOLOGY

This chapter presents the research design used in conducting this study. It

includes the research method, population and locale of the study, the instrument and its

validation process, the data distribution and retrieval as well as the statistical treatment

of data.

Research Design

Descriptive research design is used in collecting data from the respondents. The

design is preferred because it is concerned with answering questions such as who, how,

what, which, when and how much. This design uses both qualitative and quantitative

data analysis. A descriptive study was carefully designed to ensure complete description

of the situation, making sure that there was minimum bias in the collection of data and

reduce errors in the interpretation of the data.

Descriptive research seeks to describe the characteristics or behavior of an

audience. Its purpose is to describe, as well as to explain or to validate some sort of

hypothesis or objective when it comes to a specific group of people. Specifically, this

research employed survey that involved interviews or discussions with larger audiences

and are often conducted on more specific topics (McNeill, 2018).

According to Shuttleworth (2008) descriptive research design is scientific method

which involves observing and describing the behavior of a subject without influencing it

in anyway. On the other hand, Manuel and Medel (2014) cite descriptive research
design involves the description, recording analysis and interpretation of present nature,

composition or processes of phenomenon. The focus is on prevailing conditions of how

person, group, or thing believes or functions in the present. It often involves some types

of comparison or contrast.

Descriptive research is defined as a research method that describes the

population, situation, or phenomenon that is being studied (Formplus, 2020).

Quantitative research is the process of collecting and analyzing numerical data. It can

be used to find patterns and averages, make predictions, test causal relationships, and
generalize results to wider populations (Bhandari, 2020). The research design has a

limited control over extraneous variables, no manipulation of independent variables and

susceptible to threats and internal validity (Polit, et. al, 2006). According to Burns &

Grove (2005) quantitative research methods is used to describe variables; to examine

relationships among variables; to determine cause-and-effect interactions between

variables.

Furthermore, descriptive research is a study designed to depict the participants

in an accurate way. It is all about describing people who take Descriptive research aims

to accurately and systematically describe a population, situation or phenomenon that

can answer what, where, when, and how questions (McCombes, 2020). It provides the

ability to witness the phenomenon in a totally natural and unchanged situation

(Canonizado, 2020). Its value is based on the premise that problems can be solved and

practices improved through observation, analysis, and description (Koh and Owen,

2017).

Research Locale

The study was conducted in Iba, Zambales. Iba is found by the Augustinian

recollect priest in 1611 as the village of Paynauen. The municipality was named after

the sour fruit “iba”, commonly known as kamias (averrhua balimbi), which is abundant in
the place. Iba is the first-class municipality and the capital of the province of Zambales.

According to the Philippine census, it has a population of 534, 443 people. It is the

second largest provincial capital in terms of land area in Central Luzon Region after

Tarlac City. Iba is the birthplace of former Philippine president Ramon Magsaysay. With

continuously growing member of commercial establishments, banks and financial

institutions in Iba, it contends among competitive municipalities in Zambales and is

pushing forward towards a progressive city.

The provincial capital transferred from each of the three cities established by the
Spanish colonizers, namely Masinloc, Sta. Cruz, and Iba, at various points in history,

but due to Iba’s strategic location, it eventually became the permanent seat of the

provincial government.

Iba is the provincial capital of Zambales, with fourteen (14) municipalities. It is

normally located at about 20 degrees north latitude and 120 degrees east longitude.

Being the capital town and the seat provincial government, It is located around two

hundred ten (210) kilometers northwest of Manila, eighty three (83) kilometers north of

Olongapo City, and eighty five (85) kilometers south of Infants, Pangasinan.

Figure 2. Locale of the Study

Population and Sample of the study

The researchers had determined the sample size of one hundred thirty-two (132)

coming from the population size of two hundred (200), using the Raosoft sample size

calculator, with 5% degree of error and 95% confidence level.

The one hundred thirty-two (132) respondents were chosen purposively coming

from age 39-59 or were born from 1965-1980 and residents from Iba, Zambales.
Research Instrument

The instrument for this research is a survey in a form of a questionnaire, a self-

developed one. It uses design in a 5-point Likert Scale ranging from “strongly agree”

(SA), through “agree” (A),” neutral” (N), “disagree” (D), to “strongly disagree” (SD).

Subjects were then instructed to respond to their degree of agreement with the

statements contained in the instrument.

The first part of the questionnaire contains the profile of the respondents

according to their age, sex, civil status, educational attainment and monthly income.
The second part of the questionnaire is about the online shopping platform used

followed by the level of frequency on the use of online shopping platform. The last part

of the instrument was to determine the perception of the Generation X respondents on

the factors influencing purchase decision using online shopping platform in terms of

convenience and time efficiency, price, packaging and reviews.

Validation of the Instrument

To assure the reliability and validity of the survey instrument, the researchers had

conducted a dry-run or pilot among thirty (30) Generation X respondents who were not

included in the final distribution of the respondents.

In Appendix C, shows the results of the Cronbachs alpha test of reliability for the

survey instrument. For the parameter of convenience, it obtained the Cronbach’s alpha

value of (0.951 interpreted as Excellent); Packaging, (0.917-interpreted as Excellent);

Reviews, (0.872-interpreted as Good); Time Efficiency, (0.947-interpreted as Excellent);

and Price, (0.982- interpreted as Excellent).

Data Distribution and Collection

After the pilot or dry run among the thirty (30) respondents and determining the

reliability of the test instrument, the researchers prepared a letter duly approved by the

college dean and noted by the research adviser and oral examination committee panel
members.

The researchers had hopped from one barangay or zone to another to give direct

distribution on the survey instrument and assure that the respondents were belonged to

Generation X.

To assure one hundred percent retrieval of the survey instrument, the

researchers had allotted ten (10) days or equivalent of two weeks.

Data Analysis

Listed below are the following explanations of the utility of the aforementioned
statistical tools.

• Likert Scale. The Likert scale is composed of specific questions in lined with the

given indicators to be asked to the proposed respondents in selecting a rating

scale ranging from 6 – Strongly Agree (SA), 5 – Agree (A), 4 – Neutral (N), 3 –

Disagree (DA), 2 – Moderately Disagree (MD), to 1 Strongly Disagree (SD).

• Frequency and Percentage

Formula: P = (f/n)*100

Where:

P = is the percentage

F = is the frequency

N = is the total number of respondents

100 = is a constant value

• Cronbach Alpha Scale

The Cronbach Alpha Scale is considered to be a measure of scale reliability. A

“high” value for alpha does not imply that the measure is one-dimensional. There are

classically six options to be offered.

Cronbach’s Alpha Internal Consistency Symbol
a ≥ 0.9 Excellent E
 0.9 > a ≥ 0.8 Good G
0.8 > a ≥ 0.7 Acceptable A
0.7 > a ≥ 0.6 Questionable Q
0.6 > a ≥ 0.5 Poor P
0.5 > a Unacceptable U

4. Average Weighted Mean. The mean (or average) is the most popular and well-

known measure of central tendency. It can be used with both discrete and continuous

data, although its use is most often with continuous data. The mean is equal to the sum

of all the values in the data set and they have values x1, x2, the sample mean, usually

denoted by (pronounced x bar) is:

Formula: X= ∑x

Where:

X = Mean

∑x = Sum of all scores

N = Number of cases

5. ANOVA. This is utilized to determine the significant difference on the perception of

the respondents towards online shopping platform to consumer purchase decision.

Decision Rule: Reject null if the F stat > F tab, otherwise do not.

6. PEARSON CORRELATION. The Pearson correlation represents the relationship

between the two variables, measured on the same interval or ratio scale. It measures

the strength of the relationship between the two continuous variables. It also determines

the exact extent to which those variables are coefficient. It is independent of the unit

measurement of the variables where the values of the correlation coefficient can range

from the value +1 to the value -1. However, it is insufficient to tell the difference between

the dependent and independent variables.

The Pearson Correlation formula is as follow:

 Formula:

Where:

R = Pearson Coefficient

N = number of pairs of the stock

∑xy = sum of products of the paired stock

∑x = sum of the x score

∑y = sum of the y score

∑x = sum of the squared x scores

∑y = sum of the squared y scores

Interpretation of Correlation Coefficient Value (C)

An r from + 0.00 to + 0.20 denotes negligible correlation

An r from + 0.21 to + 0.40 denotes low or slight correlation

An r from + 0.41 to + 0.70 denotes marked or moderate relationship

An r from + 0.71 to + 0.90 denotes high relationship

An r from + 0.91 to + 0.99 denotes very high relationship

An r from + 1.00 denotes perfect correlation

(STATISTICS AND PROBABILITY: A Comprehensive Approach by Icutan, et. al,
2012)

Chapter 4

RESULTS AND DISCUSSIONS

This chapter presents the processed and gathered data in a tabular form, analyzed and

provide interpretation in order to provide better and clear understanding on the problems asked

in earlier Chapter 1.
• Profile of the Respondents
 Table 2
Frequency and Percentage Distribution on the Profile Variables
N=132
Profile Variables Frequenc Percentage
y
43-46 Years old 58 43.90
Age 47-50 Years old 26 19.70
Mean of Age= 48.89 51-54 Years old 25 18.90
years old 55-58 Years old 23 17.40
Total 132 100.00
Male 58 43.90
Sex Female 74 56.10
Total 132 100.00
Single 37 28.00
Married 84 63.60
Civil Status Widow 7 5.30
Separated 4 3.00
Total 132 100.00
Elementary Graduate 15 11.40
Secondary Graduate 79 59.80
Educational Tertiary Graduate 36 27.30
Attainment
Masteral Graduate 2 1.50
Total 132 100.00
Php 8,000 less than 39 29.50
Php 8000-Php 13,000 25 18.90
Php 13,000-Php 18,000 20 15.20
Monthly Income Php 18,000-Php 23,000 16 12.10
Mean=Php16,538.3 Php 23,000-Php 28,000 10 7.60
8 Php 28,000-Php 33,000 7 5.30
Php 33,000-Php 38,000 8 6.10
Php 38,000 and above 7 5.30
Total 132 100.00
• Age. Most of the respondents with 58 or 43.90% were from age group of

43-46 years old; 26 or 19.70%, were from age group of 47-50 years old; 25 or

18.90%, from 51-54 years old and 23 or 17.40%, from 55-58 years old group. The

computed mean age of the respondents was 48.89 years old. The data clearly

suggests that the respondents were classified from Generation X which refers to

the generation born between the mids-1960 and early 1980s. They are also

known as the “latchkey kids” because they often grew up with both parents

working. Some of the characteristics belong this generation are being

independent, resourceful and adaptable. They are keen on maintaining work-life

balance. They are skeptical of authority and institutions and more liberal on social
 issues and more ethnically diverse than boomers.

• Gender. Majority of the respondents were females with 74 or 56.10%

while 58 or 43.90% are males.

• Civil Status. Majority of the respondents were married with 84 or

equivalent to 63.60%; 37 or 28.00% are single; 7 or 5.30%, are widow and 4 or

3.00% are separated. The data clearly demonstrate that the respondents are

emotionally, psychologically mature enough to handle marital and family

responsibilities.
• Educational Attainment. Majority of the respondents with 79 or 59.80%

are graduates of secondary level; 36 or 27.30% are tertiary graduates; 15 or

11.40% are elementary graduate; and 2 or 1.50% are Masteral graduate. The

data clearly demonstrate that the respondents have attained a secondary level of

education. According to them, acquiring a college education in their time was so

difficult. The center of college education was in Manila and it is very costly for a

family where they have to spend a lot of money for tuition and matriculation fees,

board and lodging and transportation expenses.

• Monthly Income. Most of the respondents with 39 or 29.50% with family

income of Php8,000 and below; 25 or 18.90%, Php8,001-Php13,000; 20 or

15.20%, Php13,001-Php18,000; 16 or 12.10%, Php18,001-Php23,000; 10 or

7.60%, Php23,001-Php28,000; 8 or 6.10%, Php33,001-Php38,000; 7 or 5.30%,

Php28,001-Php33,000 and income of Php38,001-and above. The computed

mean of income was Php 16,538.38 monthly. The data simply denotes that the

family income was categorized below poverty level. According to Molano (2010)

all income below Php 40, 000 is considered below poverty level.

• Online Shopping Platform Used by the respondents

Table 3 shows the frequency and percentage distribution on the online shopping
platform used by the respondents.

On the use of Shoppe marks with the highest frequency of 74 or equivalent to

56.10%; Lazada with 23 or 17.40%; Shein, 18 or 13.60%, and the use of Tiktok, 17 or

12.90%.

Table 3
Frequency and Percentage Distribution on the Online Shopping Platform
Used by the respondents
N=132
Online Shopping Frequency Percentage
Platform
Shopee 74 56.10

Shein 18 13.60

Lazada 23 17.40

Tiktok 17 12.90
Total 132 100.00

The data clearly implies on the accessibility of the Shopee platform. The Shopee

platform provides fun, free and trusted way to buy and sell instantly on online. The

Shoppe is noted as the leading mobile-first marketplace platform in Southeast Asia. The

Shopee offers a seamless, fun and reliable shopping experience to millions of users

worldwide.

According to the study that was conducted in the Philippines which is entitled

"Impact of Price, Time, Trust, and Convenience to Shopee Consumers' Online Shopping

Behavior". It shows that the outcomes of the study indicate that price, time, trust, and

convenience all have an impact on customers' online shopping behavior in Shopee

Philippines. In addition, according to a study conducted in Bangladesh, buyers judge

the quality of things in online shopping mostly based on price and experience.
 Online shopping platform has an impact on society since people are now more

competent at using internet technology to conduct e-commerce business than they were

in the past when they could only purchase and sell conventionally. Due to

advancements in internet technology, people are all in need to use online marketplaces

to increase sales fast and efficiently, as well as to conveniently notify customers.

(BISMA, 2021).

When the product brand names and reputations are strong, online storefronts are

frequently established as an online retailing approach, well-known and well-established

among consumers. In light of this, online shopping offers an alternative to consumers

because it is more relaxing than traditional shopping, which is frequently associated with

anxiety, a lack of parking, a traffic bottleneck, a busy area, etc. (Sharma, 2016).
• Level of Frequency Usage

Table 4 shows the frequency and percentage distribution on the level of

frequency usage of online shopping platform.

Table 4
Frequency and Percentage Distribution on the Level of Frequency
Usage of Online Shopping Platform
N=132
Level of Frequency Frequency Percentage
Usage
Daily 39 29.50

Once a Week 44 33.30

Twice a Week 49 37.10

Total 132 100.00

The respondents used the online shopping platform twice a week manifested on

the high frequency value of 49 or equivalent to 37.10%; 44 or 33.30%, once a week;

and 39 or 29.50% on daily usage of online shopping platform.

The data simply implies that the respondents are using online shopping platform

twice a week and this could be ascribed on their satisfaction buying online and their
financial capability to pay small items.

Customers don't simply choose to purchase. There are numerous various

aspects that influence their purchasing behavior. The consumer decision-making

process is the way in which customers become aware of and identify their needs, get

knowledge about the best ways to address those needs, assess various available

options, decide what to buy, and then assess their purchase. (Millwood, 2021).

According to Yotpo's website, consumers decide which products to buy

depending on which options best suit their needs. To reduce the danger of making a
poor investment, consumers make sure there are no better options accessible.

Additionally, a consumer's buying choice is the mental process that takes them from

determining their needs, to generating options, to selecting a certain brand and product

that is what IGI Global claims.

• Perception towards factors influencing customer purchase decision in

using online shopping platform

• Convenience

Table 5 shows the perception of the respondents towards factors influencing

customer purchase decision using online shopping platform as to Convenience.

Table 5
Perception of the respondents towards factors influencing customer purchase
decision using online shopping platform as to Convenience
N-132
Statement Indicators Weighted Qualitative Rank
Mean Interpretation
1 Shopping online is convenient because 4.61 Strongly Agree 2.5
there’s no need to go to retail store.
2 It is easy to choose and make
comparison with other products while 4.52 Strongly Agree 5
shopping online.
3 Shopping online can avoid crowded 4.62 Strongly Agree 1
places.
4 I can easily search or browse the 4.48 Strongly Agree 6.5
 information about the products or can
easily find the products I want compare
to traditional store.
5 I can buy the products I want anytime 4.35 Strongly Agree 9
and anywhere while shopping online.
6 I shop online because it is easier to 4.23 Strongly Agree 10
contact retail outlets.
7 Shopping online is much more
convenient because it’s less contact with 4.50 Strongly Agree 8
the community.
8 I can shop from the comfort of my own
home, and I don’t need to wait in line or 4.48 Strongly Agree 6.5
deal with crowds.
9 I can shop any time of day or night
because stores never close online, 4.55 Strongly Agree 4
whereas physical stores do close.
10 I don’t have to deal with traffic and
congestion when getting to and from the 4.61 Strongly Agree 2.5
store.
Overall Weighted Mean 4.49 Strongly Agree

The respondents were “Strongly Agreed” on all indicators particularly that

Shopping online can avoid crowded places manifested on the highest weighted mean

value of 4.62 and ranked 1 st while on the indicator in which the respondents shop online

because it is easier to contact retail outlets demonstrate on the lowest mean value of

4.23 and ranked 10th.

Overall, the respondent’s perception towards convenience manifested on the

computed overall weighted mean value of 4.49 with qualitative interpretation of

“Strongly Agreed”.

The data simply demonstrate that the use of online shopping platform, the

respondents feel more comfortable and avoiding crowded places when purchasing

goods at the malls, or in the markets.

Convenience is one of the things that consumer can get when they’re buying

from online shopping platforms. It brings convenient to them because they don’t need to

travel, it is a less of a time to do and they can by something in just one click without

worrying to ride for a bus. There is no need for the consumer to go in order to acquire

goods. Instead of requiring people to visit the business, it may be done whenever and
whenever, unlike traditional purchasing. (Khairunnisa Ishak, 2023).

Online shopping platforms is a form of business that is conducted in the online

environment, while the Internet behaves as a unified platform that connects buyers and

sellers (Turban, 2018) . One of its conveniences is the ease of transactions that help

consumers to make payment transactions. The ease of transaction enables e-

commerce consumers to make payments in various ways and become the most

efficient payment method for consumers (Rahmawati, 2019).

4.2. Packaging
Table 6 shows the perception of the respondents towards factors influencing

customer purchase decision using online shopping platform as to Packaging.

The respondents were “Strongly Agreed” on all indicators particularly that they

get excited when unboxing a product because the packaging looks appealing to them

manifested on the highest weighted mean value of 4.56 and ranked 1 st while on the

indicators in which the respondents consider eco-friendly packaging because it’s

cheaper and made of recyclable materials, and the good packaging is hassle free

because it’s easy to handle manifested on the equal lowest mean value of 4.33 and

ranked 9.5th respectively.

Overall, the respondent perception towards factors influencing customer

purchase decision using online shopping platform as to packaging manifested on the

computed overall weighted mean value of 4.44 with qualitative interpretation of

“Strongly Agreed”.

This further implies that the respondents became interested to engage

purchasing the product because of the good packaging as a means of competitive

advantage. According to the study of Zekiri and Hasani which is entitled, "The role and

the impact of packaging on consumer’s buying behavior". It says that the packaging

elements represent a good means of marketing

Table 6
 Perception of the respondents towards factors influencing customer purchase
decision using online shopping platform
as to Packaging
N-132
Statement Indicators Weighted Qualitative Rank
Mean Interpretation
1 I get excited when unboxing a product
because the packaging looks appealing to 4.56 Strongly Agree 1
me
2 I consider eco-friendly packaging because
it’s cheaper and made of recyclable 4.33 Strongly Agree 9.5
materials.
3 I always consider a good packaging because
it will ensure that the product, I purchase 4.40 Strongly Agree 8
retains its pristine quality.
4 Good packaging is hassle free because it’s 4.33 Strongly Agree 9.5
easy to handle.
5 When it comes to packaging, we all
appreciate a convenient unboxing 4.41 Strongly Agree 7
experience.
6 It is worth spending time choosing the correct
packaging Because it’s a simple tips and 4.42 Strongly Agree 6
tricks that will help you cut costs.
7 I consider online shopping platforms who
wrap a product with a safe and double 4.45 Strongly Agree 5
packaging
8 Packaging is one of the things I check before
shopping online to make sure the products 4.47 Strongly Agree 4
are safe.
9 The packaging always caught my attention 4.48 Strongly Agree 3
because of its looks.
10 I always consider the easy access in opening 4.55 Strongly Agree 2
a package because it’s hassle free.
Overall Weighted Mean 4.44 Strongly Agree

Communications towards consumers, because consumers value the elements that are

embodied on the package.

The packaging color helps consumers differentiate their favorite brands, and for

companies it helps to catch consumers’ attention and interest. So, color as well as other

packaging elements makes the marketing offer more eye-catching and attractive, as

well as differentiating it from other products. The obtained results of their study found

out that the packaging elements are very important during the buying process and they

facilitate a lot the decision process. Furthermore, their findings show that the following
factors such as, the quality of the packaging material, Innovation and practicality, and

the package design seem to be the most important on product selection during buying

process.

For the target consumer, product packaging acts as an outstanding networking

tool, ultimately increasing their awareness levels. Packaging must highlight key aspects

of the product and brand, such as material composition, purpose, and quality. To show

respect for customers, packaging should include all of this information in regional

languages. Not only is efficient packaging important for storing and preserving products,
but it is also important for creating an interest in and generating actions toward

purchasing the product. Packaging that is environmentally friendly has become

increasingly important. As a result, marketers should place a high priority on this aspect

and use best practices to the greatest possible extent, including the use of

environmentally friendly recycled materials

4.3. Reviews

Table 7 shows the perception of the respondents towards factors influencing

customer purchase decision using online shopping platform as to Reviews.

Table 7
Perception of the respondents towards factors influencing customer purchase
decision using online shopping platform as to Reviews
N-132
Statement Indicators Weighted Qualitative Rank
Mean Interpretation
1 I find online product reviews on platforms 4.58 Strongly Agree 1
helpful.
2 I get to talk with other online shoppers 4.46 Strongly Agree 7
about mutual opinions and experiences.
3 I always check the product reviews
because it helps me to determine the price 4.52 Strongly Agree 3
of a certain product.
4 Reviews helps me to purchase the best 4.49 Strongly Agree 4
product I want.
5 Checking product review of famous people
before shopping online saves my time 4.46 Strongly Agree 7
rather than to checked it by myself in a
physical store.
 6 Product review shows me what to purchase
because other consumer shares their 4.45 Strongly Agree 9.5
experiences.
7 Product review helps me to know potential 4.46 Strongly Agree 7
problems about the product.
8 Product review helps me to get clear idea of 4.47 Strongly Agree 5
a product before purchasing it.
9 Reviews help consumers to make smarter 4.55 Strongly Agree 2
choices because it serves as a guideline.
10 Positive review of a certain product makes
me feel comfortable on making purchase 4.45 Strongly Agree 9.5
online.
Overall Weighted Mean 4.49 Strongly Agree

The respondents were “Strongly Agreed” on all indicators particularly that they
find online product reviews on platforms helpful manifested on the highest weighted

mean value of 4.56 and ranked 1st while on the indicators in which the respondents

averred that the product review shows me what to purchase because other consumer

shares their experiences, and the positive review of a certain product makes them feel

comfortable on making purchase online manifested on the equal lowest mean values of

4.45 and ranked 9.5th respectively. Overall, the respondent perception towards factors

influencing customer purchase decision using online shopping platform as to reviews

manifested on the computed overall weighted mean value of 4.49 with qualitative

interpretation of “Strongly Agreed”.

The conduct of review on the product quality, and effectiveness is one of the

factors that consumers consider when they’re deciding to purchase a product online.

According to rock content, a product review is the feedback or opinion a customer had

on a specific product or item that they purchased from your brand. After buying and

using the product, a customer has the option to leave a written review about what their

experience with the product was. Online consumer reviews, product and services

recommendations and peer opinions play an increasingly growing role in the customer’s

decision-making process.

Consumers no longer base their purchasing decisions only on advertisements or

professional advises but instead primarily rely on online consumer opinions in the form

of reviews as future consumers search for reviews across various online consumer

review platforms. The various review platforms differ in their function characteristics;

hence reviews are displayed differently across platforms.

According to the study of Min Kang, Bing Sun, Tian Liang and Hong-Ying Mao,

their findings suggest that the impact of online reviews on consumer purchase decisions

also varies considerably across different consumer focus factors. In addition, they find

the impact of the interaction between online review features is complex. In particular,
consumers do not follow the positive guidance and make purchase decisions.

4.4. Time

Table 8 shows the perception of the respondents towards factors influencing

customer purchase decision using online shopping platform as to Time.

The respondents were “Strongly Agreed” that they can order any product by

relaxing on a cozy sofa at home and order at the same time manifested on the highest

weighted mean value of 4.55 and ranked 1st while on the indicators in which the

respondents asserted that there is no need to waste their energy and time by going to

physical stores and bargaining manifested on the lowest mean values of 4.30 and

ranked 10th.

Overall, the respondent perception towards factors influencing customer

purchase decision using online shopping platform as to time manifested on the

computed overall weighted mean value of 4.47 with qualitative interpretation of

“Strongly Agreed”.

Time efficiency is the other factor that consumer can get when they’re buying

from online shopping platform. It saves their precious time because shopping from

online will not take a lot of time. You just need to visit the product
 Table 8
Perception of the respondents towards factors influencing customer purchase
decision using online shopping platform as to Time
N-132
Statement Indicators Weighted Qualitative Rank
Mean Interpretation
1 Shopping online saves time because it
provides instant information about the 4.47 Strongly Agree 6.5
products I want.
2 I shop online because I like to spend little 4.41 Strongly Agree 8
time on shopping.
3 Online shopping allows me to find exactly 4.47 Strongly Agree 6.5
what I want in the least amount of time.
4 Online shopping gives relief from unwanted 4.52 Strongly Agree 3.5
sales pitches.
5 You can browse, select and order a wide
range of products online without wasting 4.52 Strongly Agree 3.5
your time.
6 I don’t have to wait in a long queue at any
grocery store even for small things. I can 4.52 Strongly Agree 3.5
just sit at home and buy anything I want.
7 No need to go to different stores now.
There is no time restriction you can shop 4.52 Strongly Agree 3.5
anytime and from anywhere.
8 You can order any product by relaxing on a
cozy sofa at your home. You can relax, 4.55 Strongly Agree 1
browse and order at the same time.
9 No need to waste your energy and time by 4.30 Strongly Agree 10
going to physical stores and bargaining.
10 You can spend more time surfing and
analyzing the best products and the best 4.44 Strongly Agree 9
price.
Overall Weighted Mean 4.47 Strongly Agree

That you want to avail, add it on the cart and check it out if you want. It is very simple to

do which can really lessen the consumption of time.

The easiest approach for folks who don't have a lot of free time to save time is to

shop online. Since it can help consumers save time that can be used for other

purposes, online shopping is becoming more and more significant in this area.

(Khairunnisa Ishak, 2023)

Consumers who purchase items via online shopping site also can save time for
shopping trips. (Kosuke Miyatake, 2015) In addition, time saving is one of the most

influencing factors when consumer buy product using online shopping. There was no

faster way to get what we want as compare to online shopping where we will not stand

for an hour in those long lines just to pay the things that we buy at the payment counter,

Nikhil Srivastava (2016). Browse and search the product through online can save a lot

of time compare to traditional shopping which need more time to search the products.

Consumer also can reduce their effort by shopping online. (Jati Kasuma et.al., 2020)

According to some authors (Ardiansyah & Sarwoko, 2020; Daowd et al., 2021;
Vasi, Kilibarda, & Kaurin, 2019), time savings is one of the most crucial factors for

customers to take into account when they shop online. Because we didn't have to wait

in those lengthy lines for an hour to pay for our purchases at th payment counter, online

shopping was the quickest way to get what we wanted. (Khairunnisa Ishak, 2023)

4.5. Price

Table 9 shows the perception of the respondents towards factors influencing

customer purchase decision using online shopping platform as to Price.

The respondents were “Strongly Agreed” that purchasing on online platforms

allows them to save money because of it’s cheaper price manifested on the highest

weighted mean value of 4.67 and ranked 1st while on the indicators
Table 9
Perception of the respondents towards factors influencing customer purchase
decision using online shopping platform as to Price
N-132
Statement Indicators Weighted Qualitative Rank
Mean Interpretation
1 Purchasing on online platforms allows me to 4.67 Strongly Agree 1.5
save money because of its cheaper price.
2 I can easily get better deals and discounts 4.45 Strongly Agree 10
from shopping online.
3 Using online platforms can save even more
money because you can apply more 4.64 Strongly Agree 4.5
discounts.
4 The cost of items in online shopping is 4.62 Strongly Agree 7.5
much cheaper than traditional shopping.
 5 Cheap deals and better prices are available
online, because products come to you 4.63 Strongly Agree 6
directly.
6 Online products are provided at a wholesale
rate so you can get discounts on your 4.61 Strongly Agree 9
purchase.
7 Online shopping is often cheaper than in
stores because online retailers may have 4.67 Strongly Agree 1.5
fewer overhead costs.
8 Online shopping can be a very budget- 4.62 Strongly Agree 7.5
friendly option.
9 You don’t have to spend your money on
gas, fare to get to the store, and you can 4.64 Strongly Agree 4.5
avoid impulse buys.
10 Shopping online can save you money, no- 4.65 Strongly Agree 3
taxes-charged, and free shipping offers
Overall Weighted Mean 4.62 Strongly Agree

in which the respondents asserted that they can easily get better deals and discounts

from shopping online on the lowest mean values of 4.45 and ranked 10 th. Overall, the

respondent perception towards factors influencing customer purchase decision using

online shopping platform as to price manifested on the computed overall weighted

mean value of 4.62 with qualitative interpretation of “Strongly Agreed”.

Price is one of the factors that consumers consider when they’re deciding to

purchase a product online. According to Investopedia, price is the amount that

consumers will be willing to pay for a product. Marketers must link the price to the

product's real and perceived value. Considering this factor, consumers are more likely

buying when the price is low. The price of a product is divided into three dimensions: fair

price, fixed price, and relative price. Fair price refers to the adjustment of a price that

offers a combination of quality and appropriate services at a reasonable price

A small price change can cause a large reaction of consumers and it is important

to mention that the reaction can be positive or negative. Price perception greatly affects

a consumer's decision to purchase a product. The perception of price explains

information about a product and provides a deep meaning for the consumers
 Product pricing seems to be the only direct element that generates revenue and

indicates the success or failure of a product or service. As a result, the researchers in

this study chose to emphasize this aspect. Carried out research into the theoretical

dimensions of consumer purchasing behavior and the factors that affect it. He analyzed

the relationship between consumer buying behavior and factors affecting the buying

process and decisions of the consumers. His research provides enough evidence to

show that the internal and external influences of a consumer have a major relationship

with their purchasing behavior.

• Test of Differences on the factor influencing customer purchase decision
using online shopping platform

Table 10 shows the Analysis of Variance to test differences on the perception

towards factors influencing customer purchase decision using online shopping platform.
Table 10
Analysis of Variance to test differences on the perception towards factors
influencing customer purchase decision using online shopping platform

Anova: Single Factor

SUMMARY
Factors Count Sum Average Variance
Convenience 132 593.3 4.495 0.239
Packaging 132 586.1 4.44 0.239
Reviews 132 592.6 4.489 0.215
Time 132 590 4.47 0.207
Price 132 609.8 4.62 0.196

ANOVA
Source of Variation SS df MS F F crit Decision
Between Groups 2.499 4 0.625 2.85 2.386 Reject Ho
Within Groups 143.6 655 0.219 Significant
Total 146.1 659

There is significant difference perception towards factors influencing customer

purchase decision using online shopping platform manifested on the computed F-value

of 2.85 which is greater than the F-critical value of 2.386 at 0.05 alpha level of
significance, therefore the null hypothesis is rejected hence there is significant

difference towards factors influencing customer purchase

Figure 3. Means Plot to determine where the differences lie on the perception
towards factors influencing customer purchase decision in using online
shopping platform.

In Figure 3, shows the Scheffe Test and Means plot where it clearly illustrates on

the perception towards factors influencing customer purchase decision in using online

shopping platform where the differences lie on price factor.

Product pricing seems to be the only direct element that generates revenue and

indicates the success or failure of a product or service. As a result, the researchers in

this study chose to emphasize this aspect. Carried out research into the theoretical

dimensions of consumer purchasing behavior and the factors that affect it. He analyzed

the relationship between consumer buying behavior and factors affecting the buying

process and decisions of the consumers. His research provides enough evidence to

show that the internal and external influences of a consumer have a major relationship

with their purchasing behavior.

According to the study of Dwi Rachmawati, Sakinah Shukri, S. M. Ferdous Azam,

Ali Khatibi which measures the effects of quality, price, location, promotion and

corporate image on purchase decision. Their findings reveal that quality, price, location,

promotion, and corporate image positively and significantly influence on customers’

purchase decision.

According to the study of Al-Salamin (2015), good prices of well-known brands

negatively affect the purchasing process. Young people are eager to buy brands, but

their low income hinders them from doing so. The only aspect of the marketing mix that

generates revenue is price, whereas the others generate costs. The authors also noted

that the purchasing decisions of consumers focus on their price perception and what
they think about the actual price of a product. The main goal of marketing is to

understand how customers move toward their price perception. We are all customers,

no matter how old, educated, wealthy, or talented. Understanding customer behavior

thus becomes a critical challenge for advertisers, distributors, and salespeople.

According to the study of Harahap and Amanah it shows that, location has no

effect on consumer purchasing decisions, while price matters. Simultaneously, location

and price significantly influence consumer purchasing decisions. Low prices are the

main consideration for consumers to shop. It also shows that location and price positive
significantly influence to purchase decision.
• Test of Relationship between the factors influencing customer purchase
decision in using online shopping platform and the level of usage

• Level of Usage and Convenience

Table 11 shows the Pearson Product Moment Coefficient of Correlation to

determine significant relationship between level of usage and convenience.

Table 11
Pearson Product Moment Coefficient of Correlation to determine significant
relationship between level of usage and convenience
Sources of Correlations Level of Convenience
Usage
Pearson Correlation 1
Level of -0.271**
Usage Sig. (2-tailed) 0.002
N 132 132
Pearson Correlation -0.271** 1
Convenience Sig. (2-tailed) 0.002
N 132 132
**. Correlation is significant at the 0.01 level (2-tailed).

There is negatively low or slight correlation between the level of usage and the

factors influencing customer purchase decision as to convenience manifested on the

computed Pearson Product Moment Coefficient Correlation value of -0.271. The

computed Sig. (2-tailed) value of 0.002 which is lower than 0.05 alpha level of

significance, therefore the null hypothesis is rejected hence there is significant

relationship.

This further implies or deduced that as the convenience increases, the level of

usage is decreasing or vice versa. Convenience has always been a great factor for

consumer to shop online. Through online, consumers can easily search or browse the

information about the products or can easily find the products compare to traditional

store which consumer need to search manually which sometime its takes time to search

and hard for them to find the product that they want. (Jati Kasuma et.al., 2020)

According to Mustikasari, some marketplace services should be responsive to

help the consumer problems during shopping. They can make complaints while making

purchases through customer service available in each marketplace, such as Blog FAQ,

Live Chat, social media, Telephone, and E-mail. Therefore, People can freely share their

consumption experience on product or service and ask for advice and suggestions from

their online friends, rather than strangers. (Jun Chen, 2015) Furthermore, factors like

variety, quick service and discounted prices, feedback from previous customers make

customers prefer online shopping over traditional shopping (Jayasubramanian, 2015)

Tthrough online purchase, consumers can easily compare the price as compare

to traditional purchase which is hard to compare the same products. Price comparison

is another convenience that we can get through online shopping. (Jati Kasuma et.al.,

2020)
• Level of Usage and Packaging

Table 12 shows the Pearson Product Moment Coefficient of Correlation to

determine significant relationship between level of usage and packaging.

Table 12
Pearson Product Moment Coefficient of Correlation to determine significant
relationship between level of usage and packaging
Sources of Correlations Level of Packaging
Usage
Level of Pearson Correlation 1 -0.189*
Usage Sig. (2-tailed) .030
 N 132 132
Pearson Correlation -.189* 1
Packaging Sig. (2-tailed) .030
N 132 132
*. Correlation is significant at the 0.05 level (2-tailed).

There is negatively low or slight correlation between the level of usage and the

factors influencing customer purchase decision as to packaging manifested on the

computed Pearson Product Moment Coefficient Correlation value of -0.189. The

computed Sig. (2-tailed) value of 0.030 which is lower than 0.05 alpha level of
significance, therefore the null hypothesis is rejected hence there is significant

relationship.

The results simply indicates that the level of usage is increasing, the factor on

packaging is decreasing. This could be ascribed that the consumer is slightly influence

on packaging, they are more of the product quality or price.

Packaging is one of the factors that consumers consider when they’re deciding to

purchase a product online. According to BYJU’s.com, It refers to the process of

designing a package for the consumer product. Packaging helps in differentiating the

product from competitors and makes it easy for customers to identify the product. In

addition to that, it also protects the product from getting damaged. While talking about

the packaging of products, it should be kept in mind that packaging has a significant

relationship on consumers and their decision making about product purchases . For

example, quality, color, and material can have a positive effect on consumers

Most consumers desire a range of product choices when purchasing, in terms of

packaging. Thus, marketers should place a premium on creative and exclusive

packaging that is distinctive in scale, instruction, convenience, product design, and form

when compared with rivals in the market segment

Consumers are attracted to detailed labels, content, and packaging. Many people
are influenced by the way a product is packaged and presented in the market. While the

product itself may be of any quality, the relationship it produces through its packaging

has a strong influence on the purchasing attitude of the consumer. Nowadays, eco-

friendly packaging is essential. Thus, advertisers should prioritize this factor and employ

best practices to the maximum degree possible, including eco-friendly recyclable

packaging

• Level of Usage and Reviews

Table 13 shows the Pearson Product Moment Coefficient of Correlation to

determine significant relationship between level of usage and reviews.

Table 13
Pearson Product Moment Coefficient of Correlation to determine significant
relationship between level of usage and reviews
Sources of Correlations Level of Reviews
Usage
Pearson Correlation 1 -.191*
Level of Usage Sig. (2-tailed) .028
N 132 132
*
Pearson Correlation -.191 1
Reviews Sig. (2-tailed) .028
N 132 132
*. Correlation is significant at the 0.05 level (2-tailed).

There is negatively low or slight correlation between the level of usage and the

factors influencing customer purchase decision as to review manifested on the

computed Pearson Product Moment Coefficient Correlation value of -0.191. The

computed Sig. (2-tailed) value of 0.028 which is lower than 0.05 alpha level of

significance, therefore the null hypothesis is rejected hence there is significant

relationship.

Since the fast and still increasingly adoption of buying products or services

online, online consumer reviews have become increasingly more important. The online
consumer review involves positive or negative statements made by consumers and

experts about a product or service. This consumer-created information is helpful for

decision- making on purchases because it provides consumers with indirect

experiences.

The impact of online consumer reviews on consumer purchasing decisions was

validated and is of high importance for a company’s profitability. Monitoring and quick

responding to high numbers of reviews which one single product can attract in a short

time on various platforms are challenging for companies but essential for reputation
management and product sales. Therefore, to do so effectively, companies need to

understand consumer reviews platforms and its review content.

Online reviews support consumers in gaining product-related information,

thereby increasing their confidence during online purchasing. These reviews are offered

as an alternative by e-commerce firms to physically or visually interact with the product.

A Google study based on 57 million online customer reviews indicated that these

reviews influenced consumers' purchase choices Besides, 70 percent of customers

refer to online reviews before finalizing their purchase decisions, and 63 per cent of

customers are more likely to buy the product if it has higher product ratings and positive

reviews. Online reviews are becoming increasingly important sources of information for

shoppers impacting as much as 20–50% online purchase decisions.

Consumers' exposure to online reviews influences their online retail shopping

behavior. They search for reviews while evaluating products for purchase decisions. In

addition, most consumers like to go through other consumers' opinions about retailers'

products or services before finalizing their purchase decisions.

Online customer reviews (OCRs) have become a primary source of product

information and an important influence on customers' purchase decisions. This has

resulted in a significant impact on consumer purchase decision making. The effects of

OCRs on consumer behavior have recently gained significant academic attention.

Therefore, there is a need to provide a review on such effects.

• Level of Usage and Time

Table 14 shows the Pearson Product Moment Coefficient of Correlation to

determine significant relationship between level of usage and time

Table 14
Pearson Product Moment Coefficient of Correlation to determine significant
relationship between level of usage and time
Sources of Correlations Level of Time
Usage
Pearson Correlation 1 -0.322**
Level of Sig. (2-tailed) .000
Usage
N 132 132
Pearson Correlation -0.322** 1
Time Sig. (2-tailed) .000
N 132 132
**. Correlation is significant at the 0.01 level (2-tailed).

There is negatively low or slight correlation between the level of usage and the

factors influencing customer purchase decision as to time manifested on the computed

Pearson Product Moment Coefficient Correlation value of -0.322. The computed Sig. (2-

tailed) value of 0.000 which is lower than 0.01 alpha level of significance, therefore the

null hypothesis is rejected hence there is significant relationship.

At stores where less time is required, shoppers should spend more money. Singh

(2019) noted that consumers' preference for convenience and time savings when

shopping for groceries online. According to (Makhitha, Van Scheers, & Mogashoa,

2019), time-saving is perceived as a result of customers not having to wait in lengthy

queues at these stores and being able to finish transactions fast. Online shopping could

cut down on the time needed to make the actual purchases and could do away with the

necessity to visit a real store. On the other side, some survey participants think that the

length of time needed for online purchases to be delivered is also an issue. According to

Bahamonde-Birke (2019), consumers can save time with quick transactions and

services. They conclude that fast transactions and services allow consumers to save
time. (Khairunnisa Ishak, 2023)

For those who does not has much free time, online shopping is the best reason

for them to save time. This is where online shopping becoming increasingly important

as it can save valuable time which can be used to do other things. No travel is required

if consumer want to buy goods. It can be done anytime and anywhere without need

them to visit the store as compare to traditional shopping. Consumer can instantly look

after what they need and want which can save time rather than they go on traditional

shopping which they must look and find what they want which need much time to
search. (Jati Kasuma et.al., 2020)

Customers can instantly look after what they need and desire, which can save

time, as opposed to going to traditional stores where they must look and find what they

want, which requires a lot of searching. Customers can find the products more quickly

and easily thanks to the website's search feature. (Khairunnisa Ishak, 2023) In addition,

it's very convenient to provide information at the same time because users can save

time and get product information such as comments on specific products before

purchasing any products.

• Level of Usage and Price

Table 14 shows the Pearson Product Moment Coefficient of Correlation to

determine significant relationship between level of usage and price.

Table 14
Pearson Product Moment Coefficient of Correlation to determine significant
relationship between level of usage and price
Sources of Correlations Level of Price
Usage
Pearson Correlation 1 -.144
Level of Sig. (2-tailed) .100
Usage
N 132 132
Pearson Correlation -.144 1
Price Sig. (2-tailed) .100
N 132 132
 **. Correlation is significant at the 0.01 level (2-tailed).

There is negligible correlation between the level of usage and the factors

influencing customer purchase decision as to price manifested on the computed

Pearson Product Moment Coefficient Correlation value of -0.144. The computed Sig. (2-

tailed) value of 1.000 which is greater than 0.05 alpha level of significance, therefore the

null hypothesis is accepted hence there is no significant relationship.

This further implies that price is not influenced by the consumer decision to

purchase using online shopping platform. According to them, prices in online platform is

quite cheaper that direct purchases in malls and markets. On the research conducted

by indicated that most respondents consider price as an important factor influencing

their purchase decisions. Along the lines of the conventional saying “You get what you

pay for,” many consumers use price as an indicator of quality

It is believed that pricing has a significant effect on the buying behavior of

consumers because the higher a product is priced, the fewer units are sold. By contrast,

products selling at prices lower than the market rate are assumed to sell at a higher

volume.

Several studies have shown that pricing is more critical and relevant to consumer

buying behavior . It is also recommended by that a brand must come with a reasonable

price. Furthermore, stated that price is one factor that helps improve brand image.

Consumers usually identify the price of expensive products with good quality and

if the price of cheap products, then consumers doubt the quality. When someone

shopping, the first thing that is often noticed is the price, followed by several other
factors. If the price is too high or too low will affect consumer purchasing decisions.

Consumer can get a better deals and cheap prices from online store because

some of the products that sell online come directly from the manufacturer or seller

without involved by middlemen. Some of the online shops offer a great discount coupon

and rebates. (Jati Kasuma, 2020)

Chapter 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of the investigations conducted, the

conclusions arrived at and the recommendations based on salient findings obtained in

the study.

Summary of Findings
• Profile of the Respondents

• Age. Most of the respondents with 58 or 43.90% were from age group of

43-46 years old; and the least with 23 or 17.40%, from 55-58 years old group.

The computed mean age of the respondents was 48.89 years old.

• Gender. Majority of the respondents were females with 74 or 56.10%

while 58 or 43.90% are males.

• Civil Status. Majority of the respondents were married with 84 or

equivalent to 63.60%; 37 or 28.00% are single; 7 or 5.30%, are widow and 4 or

3.00% are separated.

• Educational Attainment. Majority of the respondents are graduates of

secondary level; 36 or 27.30%, are tertiary graduates; 15 or 11.40%, are

elementary graduate; and 2 or 1.50% are masteral graduate.

 • Monthly Income. Most of the respondents with 39 or 29.50% with family

income of Php8,000 and below; and the least with 7 or 5.30%, Php28,001-

Php33,000 and income of Php38,001-and above respectively. The computed

mean of income was Php 16,538.38.

• Online Shopping Platform Used by the respondents

On the use of Shoppe marks with the highest frequency of 74 or

equivalent to 56.10%; Lazada with 23 or 17.40%; Shein, 18 or 13.60%, and the

use of Tiktok, 17 or 12.90%.

• Level of Frequency Usage

The respondents used the online shopping platform twice a week

manifested on the high frequency value of 49 or equivalent to 37.10%; 44

or 33.30%, once a week; and 39 or 29.50% on the daily using online

shopping platform.
• Perception towards factors influencing customer purchase decision in
using online shopping platform

• Convenience. The respondents were “Strongly Agreed” on all indicators

particularly that Shopping online can avoid crowded places manifested on the

highest weighted mean value of 4.62 and ranked 1st while on the indicator in

which the respondents shop online because it is easier to contact retail outlets

demonstrate on the lowest mean value of 4.23 and ranked 10 th. Overall, the

respondent’s perception towards convenience manifested on the computed

overall weighted mean value of 4.49 with qualitative interpretation of “Strongly

Agreed”.

• Packaging. The respondents were “Strongly Agreed” on all indicators

particularly that they get excited when unboxing a product because the packaging

looks appealing to them manifested on the highest weighted mean value of 4.56

and ranked 1st while on the indicators in which the respondents consider eco-
friendly packaging because it’s cheaper and made of recyclable materials, and

the good packaging is hassle free because it’s easy to handle manifested on the

equal lowest mean value of 4.33 and ranked 9.5 th respectively. Overall, the

respondent perception towards factors influencing customer purchase decision

using online shopping platform as to packaging manifested on the computed

overall weighted mean value of 4.44 with qualitative interpretation of “Strongly

Agreed”.

• Reviews. The respondents were “Strongly Agreed” on all indicators

particularly that they find online product reviews on platforms helpful manifested

on the highest weighted mean value of 4.56 and ranked 1 st while on the indicators

in which the respondents averred that the product review shows me what to

purchase because other consumer shares their experiences, and the positive

review of a certain product makes them feel comfortable on making purchase

online manifested on the equal lowest mean values of 4.45 and ranked 9.5th

respectively. Overall, the respondent’s perception towards factors influencing

customer purchase decision using online shopping platform as to reviews

manifested on the computed overall weighted mean value of 4.49 with qualitative

interpretation of “Strongly Agreed”.

• Time. The respondents were “Strongly Agreed” that they can order any

product by relaxing on a cozy sofa at home and order at the same time

manifested on the highest weighted mean value of 4.55 and ranked 1 st while on

the indicators in which the respondents asserted that there is no need to waste

their energy and time by going to physical stores and bargaining manifested on

the lowest mean values of 4.30 and ranked 10 th. Overall, the respondent’s

perception towards factors influencing customer purchase decision using online

shopping platform as to time manifested on the computed overall weighted mean

value of 4.47 with qualitative interpretation of “Strongly Agreed”.

 • Price. The respondents were “Strongly Agreed” that purchasing on online

platforms allows them to save money because of it’s cheaper price manifested on

the highest weighted mean value of 4.67 and ranked 1 st while on the indicators in

which the respondents asserted that they can easily get better deals and

discounts from shopping online on the lowest mean values of 4.45 and ranked

10th. Overall, the respondent’s perception towards factors influencing customer

purchase decision using online shopping platform as to price manifested on the

computed overall weighted mean value of 4.62 with qualitative interpretation of

“Strongly Agreed”.
• Test of Differences on the factor influencing customer purchase decision
using online shopping platform

There is significant difference perception towards factors influencing

customer purchase decision using online shopping platform manifested on the

computed F-value of 2.85 which is greater than the F-critical value of 2.386 at

0.05 alpha level of significance, therefore the null hypothesis is rejected hence

there is significant difference towards factors influencing customer purchase

decision using online shopping platform as to convenience, packaging, reviews,

time efficiency and price.

• Test of Relationship between the factors influencing customer purchase
decision in using online shopping platform and the level of usage

• Level of Usage and Convenience

There is negatively low or slight correlation between the level of usage

and the factors influencing customer purchase decision as to convenience

manifested on the computed Pearson Product Moment Coefficient Correlation

value of -0.271. The computed Sig. (2-tailed) value of 0.002 which is lower than

0.05 alpha level of significance, therefore the null hypothesis is rejected hence

there is significant relationship.

• Level of Usage and Packaging
 There is negatively low or slight correlation between the level of usage

and the factors influencing customer purchase decision as to packaging

manifested on the computed Pearson Product Moment Coefficient Correlation

value of -0.189. The computed Sig. (2-tailed) value of 0.030 which is lower than

0.05 alpha level of significance, therefore the null hypothesis is rejected hence

there is significant relationship.

• Level of Usage and Reviews

There is negatively low or slight correlation between the level of usage

and the factors influencing customer purchase decision as to review manifested on

the computed Pearson Product Moment Coefficient Correlation value of -0.191. The

computed Sig. (2-tailed) value of 0.028 which is lower than 0.05 alpha level of

significance, therefore the null hypothesis is rejected hence there is significant

relationship.
• Level of Usage and Time

There is negatively low or slight correlation between the level of usage

and the factors influencing customer purchase decision as to time manifested on

the computed Pearson Product Moment Coefficient Correlation value of -0.322.

The computed Sig. (2-tailed) value of 0.000 which is lower than 0.01 alpha level

of significance, therefore the null hypothesis is rejected hence there is significant

relationship.
• Level of Usage and Price

There is negligible correlation between the level of usage and the factors

influencing customer purchase decision as to price manifested on the computed

Pearson Product Moment Coefficient Correlation value of -0.144. The computed

Sig. (2-tailed) value of 1.000 which is greater than 0.05 alpha level of

significance, therefore the null hypothesis is accepted hence there is no

significant relationship.
Conclusions

Based on the summary of the investigations conducted, the researchers have

concluded that:

1. The respondent is a typical female, from Generation X category,

secondary graduate, married with below poverty level family income.

2. The respondents used Shopee as online shopping platform.

3. The respondents purchase using online shopping platform twice a week.

4. The respondents assessed “Strongly Agreed” on convenience, packaging,

reviews, time efficiency and price as factors influencing purchasing behavior

using online shopping platform.

5. There is significant difference on the perception factors influencing

purchasing behavior using online shopping platform as to convenience,

packaging, reviews, time efficiency and price respectively.

6. There is negatively slight or low relationship between the level of usage

and the factors influencing customer purchase decision in using online shopping

platform as to convenience, packaging, reviews, and time efficiency.

Recommendations

Based on the summary of the investigations conducted and the conclusions

arrived at, the researchers have offered the following recommendations to with:

1. Online shopping platform should provide consumers eye-tracking on

negative and positive comments giving consumers the freedom of engagement.

2. The online shopping platform should provide the customers could find the

products more quickly and easily.

3. Online shopping platforms should have access on retailers when

consumers wants to refund or return items.

4. Online shopping platforms should have eco friendly packaging that are
budget friendly.

5. Online shopping platforms is encouraged to have monitoring system on

reviews because some shops are using paid reviews.

6. For future researchers, a follow-up study may be conducted in order to

validate the salient findings obtained in the study.