SAN VICENTE INSTITUTE OF SOLANA, INC.

Centro, Solana, Cagayan

CUSTOMER SATISFACTION OF GRADE 12 STUDENTS OF SAN VICENTE

INSTITUTE OF SOLANA INC. TOWARDS THE USE OF E-SHOPPING

________________________

A Research Proposal

Presented to the

Senior High School Department

San Vicente Institute of Solana, Inc.

Centro, Solana, Cagayan

________________________

In Partial Fulfillment

of the Requirements for the subject

PRACTICAL RESEARCH 2

________________________

By:

Hannah Jane R. Mauanay Jackilyn S. Gumabay

Angel Jash M. Cabauatan Liane Agatha F. Cabauatan

Josalyn P. Labang Airene C. Bangayan

Jhoanna Mae B. Castro Alyssa Claire C. Careng

Jake B. Belango Jeremy S. Ramos

November 2023

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CUSTOMER SATISFACTION OF GRADE 12 STUDENTS OF SAN VICENTE

INSTITUTE OF SOLANA INC. TOWARDS THE USE OF E-SHOPPING

CHAPTER I
THE PROBLEM AND IT'S BACKGROUND
Introduction
E-shopping (also known as online shopping) in our country
saw a rise in popularity since the start of the pandemic in 2019,
becoming a popular habit among both young and old individuals.
Stern (2018) claims that clients required more control over com-
prehensive tracking avoidance even before data protection regula-
tions were put into place, making it difficult to resolve privacy
concerns when making online purchases. Customers who purchase
things online have these issues. (Widiartanto & Ardianti, 2019).
Many internet shoppers, according to Chaffey (2018) are affected
by the idols they follow, such as musicians or social media
celebrities. By this purchasing behavior, customers are more in-
clined to upload product reviews, it may affect how others choose
to buy things. These demonstrate the impact of social media and
recommendations from friends on the internet market. Customers
are more inclined to upload product reviews after making a pur-
chase, which may affect the purchasing decisions of others. These
show how social media and personal recommendations have an impact
on the experiences of youth towards E-shopping. Castillo (2018)
points out that one issue faced by customers is their tendency to
make impulsive purchases of expensive items without considering
their actual needs. This habit frequently results from the mis-
conception that products on sale or at a discount are enduring
value and utility. These findings highlight some of the difficul-
ties and consumer trends related to online buying towards millen-
nials.
Due to the rising rivalry that businesses face globally, some
must use technology to grow their markets and improve customer
expectations through globalization and innovation. Customers can
change their behavior by forming an opinion of the quality of an
e-service through the use of e-services (Liu et al., 2021; Cheng
et al., 2022). Several societal organizations have started to im-
prove platform service quality in response to the service charac-
teristics of successful e-commerce. The incorporation of social

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media with e-commerce systems, the goal of providing quality ser-
vices continues to be the same as the advancement of e-service
quality descriptions, services to please clients (Kotler &
Keller, 2019) and improve their marketability (Goraya et al.,
2021). Additionally, personalized advice and active engagement in
online services boost customer trust influencing customer partic-
ipation and experiences (Chiang et al., 2020). These results to
understanding and exploring the experiences of students towards
E-shopping. A customer's intention to repurchase in the context
of online shopping is influenced by various factors that come
into play from the individual customer. These factors include the
customer's online buying experience, as well as direct aspects of
online purchasing and the specific features offered by the online
shopping platform.

Key factors influencing repurchase intention include the

simplicity of use and the customer's trust in the vendors and the
online buying and selling sites themselves (Wiyata et al., 2020).
For customers to recommend an online shopping website to others,
they must have a satisfying experience and trust in the informa-
tion provided by the website. Customer satisfaction and trust in-
fluence their willingness to recommend the website to others
(Loureiro et al., 2018). Ighomereho (2022) claims that despite
thirty years of investigation, there is still no agreement among
scientists over the precise dimensions of service quality, espe-
cially e-service quality, due to the wide range of concepts and
aspects connected with it. Consequently, e-service quality is es-
sential in gaining the trust of clients, rendering superior and
trustworthy services, and luring clients to make purchases. Ac-
cording to Nurayni and Widiartanto (2019), e-service quality has
a considerable, powerful, and favorable impact on the e-trust of
mobile application consumers. According to Purnamasari's (2018)
research on online purchasing, e-service quality has a substan-
tial impact on e-trust in online transactions. Excellent e-ser-
vice quality seeks to offer excellent service to increase cus-
tomers' feelings of security and trust in the website. Client
loyalty to an online site is fostered by building client trust,
which is a crucial component of business-customer interactions
(Berlianto, 2018). Additionally, Purnamasari (2018) contends that
e-trust can lessen the effects of e-service level.

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STATEMENT OF THE PROBLEM
Generally, this study will explore the experiences of Grade 12
students of San Vicente Institute Solana Inc. Towards E-shopping,
the researchers aim to answer the following questions;

1. What are the profile of the respondents in terms of:

1.1 age
1.2 gender
1.3 frequency of purchase

2. What are the experiences of the Grade 12 students towards the

use of E-shopping?
2.1 Mode of Payment
2.2 Product Quality
2.3 Delivery Time

3. What is the customer satisfaction of the Grade 12 students of

San Vicente Institute of Solana Inc. towards the use of E-
shopping?

4. What are the platforms that the Grade 12 students use in E-

shopping?
4.1 Shopee
4.2 Lazada
4.3 Shein
4.4 TikTok Shop

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Theoretical Framework

The research used the Theory of Planned Behavior Influences

Online Shopping Behavior.The Theory was proposed by Felix Sustina
& Tessa Handra in 2022. According to the Theory, several elements
influence shoppers interested in purchasing items through e-busi-
ness, such as e-business company promotions, speed and less time,
fast payment procedures and low cost, and marketing mix. The ma-
jority of shoppers use e-commerce to purchase food, gadgets, and
other items. The use of e-business cannot be separated from the
public's experience and knowledge of the internet and computer
systems. However, understanding of e-business in the Philippines
is still low, and many individuals are unaware of how to use it.
This is due to a lack of internet infrastructure and poor
telecommunications services.This maintains a barrier to the pub-
lic's willingness to testify online in the Philippines.

The theory of planned behavior approach was used to explain

the aspects that influence shopper behavior when using e-busi-
ness.Furthermore, shopper confidence and faith in the security of
e-business can influence someone's decision to shop online. Many
distinct human behaviors have been predicted using the Theory of
Planned Behavior (TPB). TPB demonstrates that determining behav-
ior is one's goal. The purpose of this study is to investigate
the impact of perceived behavioral control, subjective norm, and
attitude on the intention to purchase online and its impact on
online shopping behavior. Perceived behavioral control, subjec-
tive norm, and attitude research are examples of exogenous vari-
ables.Endogenous study variables are aimed to shop online and on-
line shopping behavior. The research sample of 100 respondents
consisted of e-business X shoppers. Questionnaires are used to
collect data. SEM PLS is a data analysis method.

Conceptual Framework

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E-SHOPPING

INDEPENDENT VARIABLE

PRODUCT QUALITY DELIVERY TIME MODE OF PAYMENT

DEPENDENT VARIABLE DEPENDENT VARIABLE DEPENDENT VARIABLE

CUSTOMERS SATISFACTION

DEPENDENT VARIABLE

FIGURE 1
We will conduct a survey with regards to product quality, deliv-
ery time and mode of payment to know the customers satisfaction
towards e-shopping according to the different experiences of the
selected Grade 12 students of San Vicente Institute of Solana
Inc. This study aims to investigate the customer satisfaction of
the students experiences towards the use of E-shopping through
the use of mode of payment, product quality, and delivery time.
This conceptual framework will guide us, the researchers, in as-
sessing the benefits of these variables in terms of their practi-
cal implications in everyday life. Moreover, analyzing their
level of satisfaction will be significant in evaluating the fre-
quency of application usage.

INPUT PROCESS OUTPUT

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The profile of the respondents: Customer satisfaction of the

 Scale
Grade 12 students of San
1.1 Age
 Phenomenology Vicente Institute of Solana Inc.
1.2 Gender towards the use of E-shopping
 Survey
1.3 Frequency of purchase
 Analytical tool:

*Frequency and percentage

 Experiences of the Grade
 Qualitative content
12 students towards the
analysis(I.e., Thematic)
use of E-shopping

 Customer satisfaction of
the Grade 12 students of
San Vicente Institute of
Solana Inc. towards the
use of E-shopping

 Platforms that the Grade

12 students uses in
E-shopping

FIGURE 2 Paradigm of the study

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The researcher will utilize the input-process-output (IPO)
model as a guide in conducting the study. Profile demographic
among Grade 12 Students, Product Quality, Delivery Time, Mode of
Payment(input) will be examined through qualitative content anal-
ysis(process), which ultimately provide the researchers in devel-
oping new knowledge to better understand the most important di-
mensions of E-shopping(output).

Scope and Limitations

This study will focus on customer satisfaction of the Grade
12 students of San Vicente Institute of Solana Inc. towards the
use of E-shopping in new Study. The data collection will be con-
ducted to the selected students in Grade 12 at San Vicente Insti-
tute of Solana Inc. 2023-2024 who will represent the population.
Each of the respondents is given the same questionnaires to an-
swer. The result of this study will only be applicable to the re-
spondents of this study and will not be used to students who do
not belong to the population of this study. The main source of
data will be the questionnaire, which is prepared by the re-
searchers.

Significance of the Study

The aim of the study is to learn about customer satisfaction
of the Grade 12 students of San Vicente Institute of Solana Inc.
towards the use of E-shopping. The people who took part in this
study will benefit from this analysis. The following are among
them:
*Business owners: Business owners can gain valuable insights into
consumer behavior. This study can be used to tailor marketing
strategies, improve product offerings, gain a competitive advan-
tage, improve the customer experience, and enhance product devel-
opment
*Parents/Guardians: Parents and guardians can benefit from the
study by gaining insights into the experiences of their Grade 12
children with e-shopping.
*E-commerce platforms: The study can provide valuable information
to e-commerce platforms about the preferences and experiences of
Grade 12 students.

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*Researchers and Academics: The study can contribute to existing
research on e-commerce and consumer behavior, specifically focus-
ing on the experiences of Grade 12 students.
*Education Institutions: Other educational institutions inter-
ested in understanding the experiences of their students towards
e-shopping can use the findings of this study as a reference or
benchmark to conduct similar research in their respective set-
tings.
*Online retailers: Will gain insights into the specific needs and
preferences of the student population, enabling them to tailor
their marketing strategies and offerings accordingly.
*Students: Understanding students' experiences can help them make
informed decisions about their e-shopping habits. They can bene-
fit from learning about different strategies to save money, find-
ing reliable online retailers, and discovering new products or
services.
*E-commerce Businesses: By understanding students' e-shopping ex-
periences, e-commerce businesses can tailor their marketing
strategies, website design, and product offerings to better meet
the needs and preferences of this target market. This can lead to
increased sales and customer satisfaction.

Definition of terms
E-shopping- refers to the process of selling and buying products
over the internet platform.
E-Trust- organization that provides software for online safety,
especially when sending personal data or making payments over the
internet.
Customer satisfaction- is defined as a measurement that deter-
mines how happy customers are with a company's products, ser-
vices, and capabilities.
E-commerce- is the buying and selling of goods or services via
the internet, and the transfer of money and data to complete the
sales. It's also known as electronic commerce or internet com-
merce.
Millennial- is defined as anyone born between 1981 and 1996,
which means anyone between the ages of 24 and 39 in 2020.

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Traditional shopping- involves physically visiting a store to buy
products or services.
Mode of payment- a way of paying for something, such as cash:
They were only accepting credit or debit cards as the mode of
payment.
E-service quality- the extent to which online websites improve
the efficiency and effectiveness of customers' browsing and con-
sumption, including service links such as distribution and con-
sultation.
Delivery time- the amount of time that it takes for goods that
have been bought to arrive at the place where they are wanted.
Product quality- refers to how well a product satisfies customer
needs, serves its purpose and meets industry standards.
Incorporation- the term used to describe the formation and regis-
tration of a limited company.
Repurchase- the act or an instance of purchasing something again
or back.

CHAPTER II

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REVIEW OF RELATED LITERATURE

Review of Related Literature and Studies

(FOREIGN)

Building E-trust and Ensuring Secure Transactions towards E-

Shopping
Online interactions are superior to offline encounters at
physical stores. They have features that make them more intangi-
ble and difficult to judge. As a result, internet customers fre-
quently rely largely on recommendations and Other consumers'
feedback as identical components in their decision-making process
before making a purchase (Wu et al, 2018). According to the find-
ings of Juwaini et al. (2022), the term "electronic trust is more
commonly used in the internet world. E-trust in commerce is a
concept that refers to client trust in an online store. Further-
more, it adds that in order to gain clients' trust, internet ven-
dors must provide them with transparent, accurate, and thorough
information that will convey the impression that providing high-
quality internet services is a top concern. According to Ashghar
and Nurlatifah (2020), you must first obtain the patrons' permis-
sion. Consumer trust has been identified as a critical factor in
marketing literature, a necessary component of successful commer-
cial trading, as well as the growth and control of partnerships
that last a long time (Japarianto & Adelia, 2020). When deciding
whether to make an online purchase, consumers evaluate trust
(Harun & Ayu Salmah, 2020).

Enhancing Customer Satisfaction in E-Shopping

Customer satisfaction has long been a popular issue in
business research so many years as a result of its favorable con-
tribution to determining the success of the business According to
Kotler (1989), customer satisfaction is defined as a client's
sense of contentment joy or disappointment as a result of compar-
ing the product's in comparison to expectations, performance or
outcome. Sharmin (2012) also stated that customer satisfaction is
the customers' reaction to the overall performance of the company
product. According to Biesok and Wyród-Wróbel (2011), client sat-
isfaction is critical in the running of the business. This is due

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to the fact that clients are the most important aspect of any
business and the company's stability. A large market share could
indicate that the company is doing well very nicely. It is there-
fore essential that the corporation make a significant effort to
satisfy the clients' wishes and needs. Much research has been un-
dertaken in order to determine the function of client satisfac-
tion. Chi and Gursoy (2009) confirmed previous research findings
Customer happiness has a substantial impact on a company's finan-
cial performance Essentially, this study indicates that the
higher the level of customer happiness, the better the financial
performance.

Impact of online shopping on customers satisfaction and loyalty

Online sellers should strive to achieve the most possible
customer loyalty as their goal. According to (Brusch et al.,
2019), he confirmed that this is influenced by pleasure and nu-
merous quality parameters, as has been demonstrated in the liter-
ature. Studies by (Al-dweeri et al., 2019; Faraoni et al., 2018;
Garcia et al., 2020) continue to investigate the effects of sev-
eral factors on e-commerce satisfaction and loyalty. Recent re-
search suggests that customers can be very satisfied when a web-
site design can save customers time, makes it easy to use, offers
information about a variety of products, and delivers items fast
(Brusch et al., 2019; Raman, 2019). In contrast, metrics of prod-
uct delivery and product diversity are rarely seen in the litera-
ture's numerous e-service quality scales. Product variety and
product delivery are virtually ever measured in the literature,
despite their importance as key e-commerce criteria that affect
customer satisfaction and loyalty (Brusch et al., 2019; Haridasan
& Fernando, 2018). (Ahmad et al. 2017), (Brusch et al. 2019), and
(Rita et al. 2019) all advise incorporating the diversity of of-
fered products and delivery in future studies as important ele-
ments that may help foster e-loyalty. This study develops and
evaluates a conceptual model that investigates the impact of in-
formation quality, privacy concerns, perceived security, product
diversity, and product delivery on online shopping customer hap-
piness and loyalty in South Africa with the goal of filling this
knowledge gap.

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Customer Perception Towards Online Shopping
According to (Kim and Park 1991), consumers spend more time
online looking for information, and they also discovered that the
Internet is easily accessible. Price, a component of the market-
ing mix, is one of the factors used to pique consumer interest as
well as a communicator, negotiator, and competitive weapon. When
comparing products, determining relative value for the money, and
assessing product quality, consumers can use price as a tool. Ac-
cording to (Brassington & Pettitt 2000), this aspect is thought
to have a significant impact on customers when they shop online.
According to (Wang and Emuian 2004), online shopping is the act
of making purchases online. The majority of the time, internet
purchases are delivered to the buyer's doorstep. In their paper
Prospects of e-commerce in India, (Sharma and Mittal 2009) stated
that India is displaying significant growth in the E-commerce.
With millions of people, India's potential for online commerce is
limitless. With websites offering a variety of goods and ser-
vices, e-commerce has assimilated into our daily lives and is a
widespread term in Indian society. Some of these websites offer a
particular product in addition to its supporting services. Ac-
cording to (Solomon 2998), consumer behavior is the study of the
procedures involved when a person chooses, buys, uses, or dis-
cards items, services, ideas, or experiences to satiate needs and
wants.

The Impact of E-service quality on consumer satisfaction and loy-

alty in E-shopping
Customers can contrast their expectations with the actual
condition of the service by comparing their perceptions of the
quality of the service with the range of online services offered
by manufacturers. The ability to provide quality e-services shows
how closely the customer's expectations and the provision of var-
ious services are aligned, which inspires confidence in the pro-
ducers' abilities when customers' expectations are realized (Tran
& Vu, 2019). Customer studies have remained important predictors
of attitudes in recent years, notably customer happiness, which
has an impact on the quality of e-services (Hariani & Sinambela,
2020). Any quality enhancement will result in higher client sat-
isfaction because of the improved services offered. On the other
hand, customer satisfaction is likely to drop if service quality

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deteriorates (Darmawan, 2021). Although this has not yet been
proven, the ranking of e-service quality criteria may differ de-
pending on cultural preferences for online purchases (Brusch et
al., 2019). The importance of e-service quality is highlighted
by (Nurayni and Widiartanto 2019), as it has a noticeable and fa-
vorable effect on the e-trust of mobile application users. Web-
site design, according to its operational definition, is the re-
sult of user evaluation of the website's appearance, functional-
ity, and symbols that correspond to the physical store's sur-
roundings and have an effect on how visitors view the area as a
whole (Setyaning & Nugroho, 2020). (Ashraf et al. 2019). Simi-
lar to this, according to (Rasli et al. 2018), websites must pro-
vide accessible information to affect user behavior because
scrolling will have an impact. Due to the extensive usage of the
internet, retailers have made considerable transitions to e-com-
merce. Retailers must build their websites with the preferences
of their customers in mind if they want to succeed in e-commerce.
Customers have become more picky and discerning in their choices
as a result of the abundance of online shopping websites avail-
able (Ashraf et al., 2019). Customers can have a new experience
influenced by their emotional connection to the interface and
color schemes when browsing websites and analyzing separate por-
tions, such as product descriptions comprising headlines and pho-
tos, which can lead to a positive opinion (Sheth, 2020).

(LOCAL)

Building consumer loyalty through E-shopping experiences

Consumer behavior is evolving Consumers are less dependable
and more impulsive now (Lobaugh et al., 2019). They want to com-
pare goods and services and cut down on search time. The offline
and online retail sectors are both changing as a result of new
technologies and changing consumer behavior (Grewal et al.,
2017). According to Grewal and Roggeveen (2020), this new con-
sumer behavior is characterized by a more experienced consumer
who seeks for one-of-a-kind and unrepeatable encounters through-
out the customer journey. They go on the visit for enjoyment and
rate the service based on how much fun or pleasure they have. Re-
tailers have modified their marketing plans in response to the
changing circumstances in order to demonstrate to customers the
value-added benefits of their goods and services. Thus, retailers

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have become increasingly aware of the need to create value for
their customers in the form of experiences and emotions (Srivas-
tava and Kaul, 2016; Andreini et al., 2018; Högberg et al., 2019;
Verhoef, 2020). Consumer behavioral characteristics have received
less attention in shopping experience research than the associa-
tion with consumer happiness (Brun et al., 2017, Waqas et al.,
2020) Getting customers to behave and think loyally is the goal
that the online shop is working toward Building customer loyalty
is crucial for successfully managing consumers' experiences and
emotions, but little research has been done that takes these fac-
tors into account when attempting to explain customer loyalty.
The association between various experience qualities and the pa-
trons' attitudes and behaviors is the study's key contribution.
Based on the study's findings, a store can determine which as-
pects of the shopping experience need to be improved in order to
attract repeat consumers and set themselves apart from the compe-
tition.

Exploring Key factors Driving Online Retail Success

According to the article "What Makes E-commerce Click?"
(2017) Eleven years ago RJ David made his bedroom turned into a
boardroom while he was setting up the most successful buying and
selling sites in the Philippines. He did state that he knew that
the main hindrance of e-commerce would be the trust of the con-
sumer because Filipinos would not be comfortable with the thought
of paying someone online and waiting for their purchased product
to arrive. According to Manglinong, D. (2018) "Why Online Shop-
ping is Booming in the Philippines", the reason why most of the
people prefer shopping online especially during the Christmas
season and special holidays as early as December is because con-
venience, cheaper sales, and special deals are the most signifi-
cant reason why the consumers likes to shop through the internet.
It is also stated that online shopping has been growing for the
past years, as early as the year 2015 it was revealed that 9 out
10 Filipinos would prefer online shopping than actual shopping
since people can save a lot due to certain online shops who offer
special deals or discounts for consumers rather than in an actual
store. When using e-commerce as a medium for shopping online peo-
ple must still consider factors that would cost them a lot of
money and time due to scam or fraud in an online world. According
to the article by Reformina, I. (2015) "DOJ Warns Public on On-
line Shopping Fraud", the Department of Justice (DOJ) warned the

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users of online shops regarding the online fraud among online
transactions in e-commerce. It has been advised by the Department
of Justice that in order to avoid unexpected frauds or scam, peo-
ple must protect their computers by installing security software
(anti-virus) to their laptops and by updating their anti-spyware
It is also advised by the public to be aware of the online shops
they are going to purchase a product from, with that consumers
must do a background research regarding the owner of an online
shop and suppliers, even the feedback of the customers regarding
the purchased product from their shop and the owner of the shop.
According to the article by Montealegre, K.A. (2018) "E-commerce
Expected Growth to Drive More Brick-and-Mortar Business to the
Philippines, states that more global stores would set foot on the
Philippines Shores as a brick-and-mortar stores in more advanced
due to its fast growing e-commerce. Because of the fast growing
e-commerce here in the Philippines, a lot of foreign countries
have been seeing the Philippines as a great option in doing
brick-and-mortar business since foreign brands are positive that
their stores would also be growing faster than expected.

Synthesis
A thorough analysis of the various sources sheds light on the
varied experiences grade 12 San Vicente Institute of Solana Inc.
students have as they traverse the e-commerce sector. This intro-
duction tries to give readers a comprehensive grasp of the fac-
tors impacting these students' participation in online shopping
by a careful analysis of numerous research, polls, and first-per-
son testimonies. The motivations, difficulties, and preferences
that influence their digital consumer habits will be made clear.
We will gain important insights into how this generation of stu-
dents interacts with e-commerce platforms by contrasting and com-
paring these sources, addressing not only their purchasing habits
but also their concerns regarding privacy, security, and the ef-
fects of e-shopping on their academic and personal lives. In or-
der to contribute to a deeper understanding of the digital market
in educational contexts, we seek to offer a nuanced view on the
changing relationship between grade 12 students and the world of
e-shopping through this synthesis.
With almost all having smartphones and active internet con-
nections, grade 12 students at San Vicente Institute of Solana
Inc. are unquestionably well-versed in the digital world, which
facilitates their widespread participation in online purchasing.

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This is clear from the sources gathered. This demonstrates a mul-
titude of reasons why people purchase online, such as ease, get-
ting access to a wider selection of goods, and alluring dis-
counts. These many motives highlight the intricate elements af-
fecting their online shopping choices. The fact that many of
these students are showing devotion to particular e-commerce
platforms and companies, frequently as a result of favorable on-
line evaluations and referrals from friends, emphasizes the
growth of brand affinity among these students. The frequent shar-
ing of information about online deals and items among students
fosters a sense of community and supports one another purchasing
habits.
It draws attention to the difficulties experienced by stu-
dents, such as worries about online safety, fake goods, and the
dependability of online vendors. These issues highlight the re-
quirement for instruction in digital literacy. Some students find
it difficult to manage their internet shopping habits with their
academic obligations, which has a negative impact on their marks.
Some publications emphasize how cultural variables affect peo-
ple's preferences for online buying. Their preferences for par-
ticular product kinds and online purchasing habits are shaped by
cultural values and customs. E-shopping patterns have changed no-
ticeably over time. Students have switched from infrequent to
frequent and routine internet shopping, which reflects a trend
toward more digital consumerism. Understanding the diverse expe-
riences of grade 12 students at San Vicente Institute of Solana
Inc. towards e-shopping is crucial for educators, policymakers,
and parents. This insight can inform digital literacy programs
and strategies to help students make informed choices in the dig-
ital marketplace, ensuring a balanced approach between their aca-
demic pursuits and online consumer activities.
In conclusion, a rich and comprehensive insight of grade 12
students' digital consumer behavior is provided by the synthesis
of numerous sources looking at their e-shopping experiences at
San Vicente Institute of Solana Inc. In essence, this serves as a
foundation for developing educational initiatives, encouraging
good online habits, and educating students about the complexities
of the digital world they live in. It also offers insightful in-
formation into the e-shopping behaviors of grade 12 students.
Given these, it is obvious that San Vicente Institute of Solana
Inc. grade 12 pupils should be guided in their e-shopping experi-
ences using a nuanced manner. This entails encouraging digital
literacy, encouraging ethical online conduct, and helping stu-

Enter with Gladness…Learn and Share God’s Goodness!

-Veritas-
 SAN VICENTE INSTITUTE OF SOLANA, INC.
Centro, Solana, Cagayan
dents strike a balance between their academic obligations, and
online consumer activities.

CHAPTER III
RESEARCH METHODOLOGY

This chapter discusses the methodology that will be used in

the study. It includes the research design, study respondents,
instrumentation, data collection procedure, and data analysis.

Research Design
To understand the customer satisfaction of the Grade 12 stu-
dents of San Vicente Institute of Solana Inc. towards the use of
E-shopping, we will use Phenomenology, a qualitative research ap-
proach that focuses on understanding a phenomenon's universal na-
ture by exploring the views of those who have experienced it Phe-
nomenological study design entails customer satisfaction of the
Grade 12 students of San Vicente Institute of Solana Inc. towards
the use of E-shopping. This approach tries to understand how the
younger generation perceives and uses this new purchasing medium.
We chose this technique because it allows us to properly investi-
gate the customer satisfaction of the Grade 12 students. We will
conduct a survey to the grade 12 students to learn about their
satisfaction towards the use of E-shopping. This data will be
evaluated using statistical analysis tools to assess survey data,
in order to find patterns and links in E-shopping behavior.
Finally, we will analyze our findings while keeping our own bi-
ases and assumptions in mind.

Locale of the study

The study will be conducted in San Vicente Institute of
Solana Inc. school. The respondents of the selected Grade 12 stu-
dents will be surveyed through questionnaire to know and explore
their satisfaction towards the use of E-shopping.

Participants of the study

Enter with Gladness…Learn and Share God’s Goodness!

-Veritas-
 SAN VICENTE INSTITUTE OF SOLANA, INC.
Centro, Solana, Cagayan
This study will be conducted through survey among the selected
Grade 12 Students of San Vicente Institute Solana Inc. who are
online shoppers only. To ensure representativeness, stratified
sampling will be used. This involves selecting 10 boys and 10
girls per academic strand from the entire Grade 12 student popu-
lation at San Vicente Institute of Solana Inc.

Instrumentation
The research instrument that will be used in this study is
survey. The survey will serve as the source of data to know the
customer satisfaction of the Grade 12 students of San Vicente In-
stitute of Solana Inc. towards the use of E-shopping. The first
part of the questionnaire will determine the respondents/partici-
pants profiles such as age, gender, and frequency of purchase.
The second part of the questionnaire will contain the survey
questions about the experiences of the Grade 12 students in San
Vicente Institute towards E-shopping. For the validity and relia-
bility will be observed in order to ensure the effectiveness of
the instrument that will be used for the conduct of the study.
The survey questions will be consulted to experts for the valida-
tion of the study. For the reliability of the study, the research
instrument will go through first testing to the selected partici-
pants/respondents.

Data Gathering Procedure

In this procedure, the first method for us researchers is to
ask permission from our research adviser. In order to gather in-
formation, us researchers must write a permission letter to the
assigned teacher of the selected grade 12 students of San Vicente
Institute of Solana Inc. to conduct a survey on their satisfac-
tion towards the use of E-shopping. Upon approval‚ us researchers
will provide instructions and give the questionnaires to the se-
lected students to get the right answer. Thematic analysis will
be used to examine the gathered data, and lastly, the researchers

Enter with Gladness…Learn and Share God’s Goodness!

-Veritas-
 SAN VICENTE INSTITUTE OF SOLANA, INC.
Centro, Solana, Cagayan
will classify, analyze and give conclusions to the data we gath-
ered from the selected grade 12 students of San Vicente Institute
of Solana Inc.

Data Analysis
Based on the study objectives, we will classify, analyze,
and interpret the collected data.
Frequency and percentage will be used to describe partici-
pants characteristics. Thematic analysis will be used to examine
the data gathered and to group by theme customer satisfaction of
the Grade 12 students of San Vicente Institute of Solana Inc. to-
wards the use of E-shopping, as well as, the results of the data
gathered will serve as a basis for online sellers to know the
satisfaction of their consumers towards the use of E-shopping.

Enter with Gladness…Learn and Share God’s Goodness!

-Veritas-