Republic of the Philippines

Department of Education
REGION VIII – EASTERN VISAYAS
Division of Leyte
STA. FE STAND-ALONE SENIOR HIGH SCHOOL
Brgy. Pilit, Santa Fe, Leyte

Factors Influencing Online Shopping Preferences: Clicks, Carts, and Choices of

Selected Students at Sta. Fe Stand Alone Senior High School

Presented by:
Mekyla S. Aposacas
Ma. Theresa Baman
Estrella Escorial
Mike Vyn C. Guda
Mc Lance Lawrence B. Tuazon
(GROUP 3, ABM 12-Integrity)

Presented to:
Mrs. Nelissa Pontañeles
 CHAPTER 1

Background of the Study

Online shopping has become a dominant trend in the modern digital economy. As

technology rapidly evolves, the way consumers purchase goods and services continues to

shift. E-commerce platforms such as Amazon, Shopee, and Lazada have transformed

consumer behavior by offering convenience, variety, and competitive pricing (Laudon &

Traver, 2020). This growth in online shopping adoption has been particularly prominent

among younger generations, including students, due to their familiarity with technology and

the internet (Smith et al., 2019).

The students of Sta. Fe Stand Alone Senior High School are no exception to this

trend. With the increasing accessibility of mobile devices and internet connectivity, many

students are exploring online shopping for their personal and academic needs. This

phenomenon raises questions about the factors influencing their preferences and decisions in

online shopping. According to Kotler and Keller (2022), factors such as price sensitivity,

convenience, product variety, and the influence of social media significantly shape consumer

behavior.

Furthermore, studies reveal that Generation Z, which encompasses most senior high

school students, tends to prioritize user-friendly platforms, peer reviews, and personalized

recommendations when shopping online (Francis & Hoefel, 2018). These preferences are

often driven by the need to balance limited financial resources with the desire for high-quality

products. Such factors highlight the importance of understanding the specific drivers behind

the online shopping behaviors of students, especially in the context of local settings such as

Sta. Fe Stand Alone Senior High School.

 This study is vital as it addresses a gap in local literature. While global trends in

online shopping are well-documented, there is limited research on how these trends apply to

specific student populations in the Philippines. Given the increasing dependence on e-

commerce, particularly during and after the COVID-19 pandemic, understanding these

factors can help educators, policymakers, and online retailers tailor their strategies to better

serve the needs of this demographic (Nielson, 2021).

Additionally, this study aims to explore how external factors, such as advertising, peer

influence, and technological infrastructure, interact with internal factors like personal

preferences and financial capacity. These insights could provide valuable information for

developing programs that educate students about responsible online shopping while also

empowering them to make informed decisions.

By focusing on the students of Sta. Fe Stand Alone Senior High School, this research

will shed light on the unique preferences and behaviors of a crucial demographic within the

e-commerce market. It will also provide actionable insights for stakeholders interested in

enhancing the online shopping experience for young consumers.

Statement of the Problem

This study aims to determine the factors influencing the online shopping preferences

of selected students at Sta. Fe Stand Alone Senior High School.

Specifically, it seeks to answer the following questions:

1. What are the demographic characteristics of the students who engage in online

shopping in terms of:

1.1 Age

1.2 Gender

1.3 Strand
 2. What are the primary factors influencing the students’ preference for online

shopping?

3. What factors influence the respondents’ online shopping preferences?

4. What challenges do students encounter when shopping online?

5. What online shopping applications do the respondents use most often?

Research Hypotheses

H₀: There is no significant relationship between the price of products and the total amount

spent by students

H₁: The availability of preferred payment methods significantly increases the completion rate

of online purchases among students

H₁: A higher number of positive online reviews for a product is significantly associated with

a greater likelihood of students purchasing that product.

Significance of the Study

This study aims to obtain the factors influencing online shopping preferences: clicks,

carts, and choices of selected students at Sta. Fe Stand-Alone Senior High School. we believe

that our study will be helpful to the following:

Students. The findings will provide students with a deeper understanding of their

own online shopping behaviors and preferences. this self-awareness can empower them to

make more informed decisions, avoid impulsive purchases, and ultimately manage their

finances more effectively.

Businesses and Marketers. The study's results will provide crucial data for

businesses and marketers seeking to understand the online shopping habits of the younger
generation. this understanding can inform marketing strategies, product development, and

overall business decisions, leading to improved customer engagement and increased sales.

Parents and Guardians. The research will offer valuable information to parents and

guardians about the online shopping behaviors of teenagers. this knowledge can help them

guide their children towards responsible online spending habits, fostering open

communication about financial management and online safety.

Future Researchers. The study will contribute to the existing body of knowledge on

consumer behavior, specifically within the context of online shopping among young adults.

this research can serve as a foundation for future studies exploring similar topics and can help

refine existing theories and models related to consumer decision-making.

Scope and Limitation

This study examines online shopping behavior of students in Sta. Fe Stand Alone

Senior High School. Specifically, it analyses factors influencing three key stages of the online

purchase process: initial browsing (clicks), adding items to the cart, and final purchase

decisions (choices). It examines demographic (age, gender, socioeconomic status),

psychographic (attitudes, risk perception, perceived value, brand loyalty), social (peer and

family influence, social media impact), technological (internet access, device use, platform

familiarity), and product-related factors (price, quality, availability, reviews,

recommendations).

The study's findings can only be generalized to the student population of Sta. Fe Stand

Alone Senior High School, and may not be applicable to other populations. Data is collected

through self-reported surveys which are prone to biases such as social desirability and recall

inaccuracies. The research narrows its focus to three specific online shopping behaviors and a
defined set of factors that would potentially overlook the complexities of the online shopping

experience.

Furthermore, the cross-sectional design of the study limits its ability to establish

causal relationships between the factors analyzed and the observed online shopping

behaviors.

Conceptual Framework

The concept of the study focuses on the Factors Influencing Online Shopping

Preferences: Clicks, Carts, and Choices of Selected Students at Sta. Fe Stand Alone Senior

High School

INPUT PROCESS OUTPUT

1. Demographic  Data gathering for Factors Influencing

Profile of research Online Shopping
Students questions Preferences:
2. Online shopping  Analyzing survey Clicks, Carts, and
applications used questionnaire Choices of
by respondents  Survey Selected Students
3. Products  Analyze the at Sta. Fe Stand
commonly response of the Alone Senior High
purchased online respondents School
4. Factors  Statistical analysis
influencing of data
online shopping

Figure 1. Conceptual Framework

The input-process-output model was adopted when this study was conceived as

shown in Figure 1. The input variables in three clusters. Demographic profile of the students

of the first set of input variables is made up of the students age, gender, allowance per week,

time spent in online shopping. These three indices marked the students input personal

qualifications. The second input group variables are the products that are commonly
purchased. The last input group variables refer to the greatest Influenced on the online

shopping preferences. The process is how the data will be analyzed and gathered. And the

output is the results of this study on what factors influencing online shopping preferences:

clicks, carts, and choices of selected students at Sta. Fe Stand Alone Senior High School.

Definition of Terms

To provide better understanding of the study, the following terms were defined

operationally:

Actionable Insights. Findings from the research that can be used to make practical

changes or improvements. The study aims to provide insights that can be used by educators,

policymakers, and retailers.

E-commerce. Electronic commerce, referring to the buying and selling of goods and

services over the internet.

External Factors. Influences outside of the individual that impact online shopping

behaviors. Examples given are advertising, peer influence, and technological infrastructure.

Internal Factors. Individual characteristics and attributes that affect online shopping

decisions. The study mentions personal preferences and financial capacity as examples.

Local Literature. Research and publications specifically focused on a particular

region or community. The study highlights a gap in existing local literature on this topic.

Online Shopping Behaviors. The patterns and actions of students when purchasing

goods and services through online platforms. This encompasses choices, preferences, and

decision-making processes related to online shopping.

Specific Student Populations. Refers to the targeted group of students in the study,

particularly those in a specific school (Sta. Fe Stand Alone Senior High School)
 Stakeholders. Individuals or groups who have an interest in the outcome of the

research, such as educators, policymakers, online retailers, and the students themselves.