TABLE OF CONTENTS

Page

TITLE PAGE

TABLE OF CONTENTS

LIST OF TABLES

LIST OF FIGURES

LIST OF ACRONYMS

CHAPTER

1 THE PROBLEM AND ITS SETTING

Introduction

Review of Literature and Studies

Theoretical/Conceptual Framework

Statement of the Problem

Significance of the Study

Defination of Terms

2 RESEARCH METHODOLOGY

Research Design

Research Locale

Research Respondants/ Sampling

Research Instrument

Data Gathering Procedure

Ethical Considerations

Treatment of Data
REFERENCES
 LIST OF TABLES

Table Title Page

Figure Title Page

THE PROBLEM AND ITS SETTING

Introduction

As COVID-19 has greatly influenced our customs since its onset, many of us have

adapted to this so-called “new normal” way of living. The way we adapted to these past

settings has had a lasting impact in multiple aspects of our lives, especially in re-shaping

various industries, with the most prominent transformation occurring in the e-

commerce sector. In the Philippines, E-commerce has been gradually changing the way

consumers shop for over a decade, with significant growth between 2015 and 2019.

The e-commerce market value in the Philippines was valued at 1.1 billion U.S. dollars in

2015 and was estimated to reach three billion U.S. dollars by 2020 (Philippines: E-

commerce Market Value 2014-2020 | Statista, 2021). Moreover, according to Ltd (n.d.),

with the growth in web connections through smartphones, well over half of online

shopping in the country was done through a mobile device in 2018.

Students, being part of the younger, tech-savvy demographic, are one of the key

consumer groups driving this change, especially in sectors like fashion, gadgets, and

online learning resources. These data demonstrate that the emergence of e-commerce

was already underway before the pandemic surfaced, but COVID-19 pushed its

expansion as more consumers turned towards online platforms to meet their needs and

wants at the comfort of their own homes, without compromising the safety protocols

and, most importantly, their health. At educational institutions such as Saint Joseph
Institute of Technology, Grade 11 ABM students are proactively using e-commerce for

both personal and academic necessities. This group plays a key role in understanding

how the pandemic has shaped their purchasing habits, especially as they navigate online

shopping for school supplies, gadgets, lifestyle products, and daily essentials.

As people had to rely on virtual shops to keep themselves afloat, whether it

came to business or purchasing their necessities such as food, many encountered set

backs in the industry, such as scams, false advertisements, issues with product quality

and many more. With these set backs being taken into account, according to Gu et al.

(2021), the impact of consumer awareness and experience has increased. Online

consumers have become more experienced, which has influenced the activity of their

buying behavior.

With the rapid growth in the industry, various governments enacted and

amended laws to support and protect consumers. One of these laws include, The (ITA)

Internet Transactions Act of 2023 or RA 11967 - an act in protecting online consumers

and merchants engaged in Internet transactions (Related Laws and Policies | DTI

ECommerce, n.d.). Additionally, The Data Privacy Act of 2012 is a policy of the State to

protect the fundamental human right of privacy, of communication while ensuring free

flow of information to promote innovation and growth. (Republic Act No. 10173, n.d.).
 Several studies have explored consumer behavior and online shopping trends,

particularly among youth segments such as students, which align with the focus of this

research. Consumer behavior is the study of consumers and the processes they use to

choose, use (consume), and dispose of products and services, including consumers’

emotional, mental, and behavioral responses (Radu, 2025). Additionally, a previous

study by Afonso et al. (2024), states that the COVID-19 pandemic has significantly

impacted the retail industry, with a surge in online shopping. Furthermore, Morgado

(2003), as cited in Afonso et al. (2024), indicated that researchers in the area point out

that online consumer behavior is explained through three main aspects: The consumer

profile, the consumers use of the internet, and the attitudes taken towards online

shopping.

Alongside the overall trends in e-commerce growth, it is essential to understand

how students, particularly those in Grade 11 ABM tracks, are uniquely shaping and are

being shaped by online shopping behaviors. Young consumers are often at the forefront

of digital innovation, and the pandemic has only boosted their adoption of online retail.

Born between 1997 and 2012, Generation Z is the first generation both born and raised

in the digital era, representing the future of consumer behaviour and demand

(PricewaterhouseCoopers, n.d.). In a study by Alam et al. (2008), It was discovered that

website design, website reliability, customer service and privacy are the four key factors

which influence young consumers’ perceptions of online shopping. These factors are

particularly relevant for students, as they have grown up with digital platforms that
emphasize convenience, security, and a seamless shopping experience. With the rise of

e-commerce platforms during the pandemic, these preferences have only intensified

among young consumers like those in the Grade 11 ABM.

Related laws and policies | DTI ECommerce. (n.d.).

https://ecommerce.dti.gov.ph/related-laws-policy-issuance/#:~:text=Internet

%20Transactions%20Act%20of%202023%20(ITA)%20%E2%80%93%20An%20act

%20protecting,therefor%2C%20and%20for%20other%20purposes.

Republic Act No. 10173. (n.d.).

https://lawphil.net/statutes/repacts/ra2012/ra_10173_2012.html

Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19

pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic

Commerce Research, 16(6), 2263-2281.

Philippines: e-commerce market value 2014-2020 | Statista. (2021, November 23). Statista.

https://www.statista.com/statistics/770044/e-commerce-market-value-philippines/

Ltd, R. a. M. (n.d.). Philippines B2C E-Commerce Market 2019 - Research and Markets.

Research and Markets Ltd 2025.

https://www.researchandmarkets.com/reports/4832373/philippines-b2c-e-commerce-

market-2019?

utm_source=BW&utm_medium=PressRelease&utm_code=7pcg3x&utm_campaign=129

5399+-+Philippines+B2C+E-Commerce+Market+Report+2019&utm_exec=chdo54prd
Radu, V. (2025, January 27). What is Consumer Behavior: Types & Examples | Omniconvert.

Omniconvert Ecommerce Growth Blog. https://www.omniconvert.com/blog/consumer-

behavior-in-marketing-patterns-types-segmentation/

Afonso, A. P., Carneiro, J., & Azevedo, A. I. (2024). The Impact of COVID-19 on e-Commerce:

A systematic review of the literature on the purchasing behavior of online retail

consumers. Journal of Marketing Research and Case Studies, 1–9.

https://doi.org/10.5171/2024.403212

PricewaterhouseCoopers. (n.d.). Reaching Gen Z online. PwC.

https://www.pwc.com/mt/en/publications/other/reaching-gen-z-online.html

Alam, S. S., Bakar, Z., Ismail, H. B., & Ahsan, M. (2008). Young consumers online shopping: an empirical

study. Journal of Internet Business, (5).