Angela Roquero

Factors Influencing Online Purchase Intention Among the Senior Highschool Students at Malandag National Highschool A Thesis Presented to the faculty in college of Business Education Ramon Magsaysay Memorial Colleges General Santos City In partial fulfillment of the Requirement in Marketing Research SUBMITTED BY: Earl Jasper A. Aradanas April 2022 Chapter I Introduction This chapter presents the background of the study, theoretical framework, conceptual framework, hypotheses, statement of the problem, scope and limitation, and definition of terms of the present research. Background of the Study Online shopping had been popular to teenagers. This became popular because of the pandemic, and the apps that are free to use that provides less hassle to purchase items. According to Market Business News (MBN) Online shopping is the activity or action of buying products or services over the Internet. It means going online, landing on a seller’s website, selecting something, and arranging for its delivery. The buyer either pays for the good or service online with a credit or debit card or upon delivery. Online shopping allows teenagers who are 15 years old or older with or without a credit/debit card upon creating an account on any app and be able to purchase items online, some students are online purchasers. The goal of this study is to discover the Factors Influencing Online Purchase Intention Among the Senior Highschool Students. This study would determine what influences students to rely on online purchasing. Theoretical Framework In Today's Competitive and Ever-Changing Business environment that the power of retailers and the level of customer demand continue to grow, and extending the long-term relationship with customers is vital and necessary for the success and survival of producers. A. Technology Acceptance Model According to Marangunić, N., & Granić, A. (2014), with the ever-increasing development of technology and its integration into private and professional users' life, the decision to accept or reject remains an open question. A respectable amount of work on the Technology Acceptance Model (TAM), since it first appeared more than a quarter of a century ago clearly indicates the popularity of the model in ​​technology acceptance. Born from the psychological theory of reasoned action and the theory of planned behavior, the TAM has evolved to become a key model in understanding predictors of human behavior toward potential acceptance or rejection of the technology. The paper's main aim is to provide an up-to-date, well-researched resource of past and current references to the TAM literature and to identify possible directions for future TAM research. The study by Lai, P. (2017) adapted from Davis (1989) created the Technology Acceptance Model (TAM), which posits that a new technology's perceived usefulness and perceived ease of use play important roles in its adoption (Davis, Bagozzi, & Warshaw, 1989). Perceived utility (PU) was described in the TAM model as "the prospective user's subjective likelihood that adopting a given application system will improve his or her work performance within an organizational environment" (Davis, Bagozzi, & Warshaw, 1989, p. 985). PU emerges when clients believe that new technology will boost their productivity (Gentry & Calantone, 2002). Previous research has shown that PU has a favorable impact on technology adoption in a variety of domains, including mobile phone adoption for shopping (Hung et al., 2012), hotel self-service kiosks (Kim & Qu, 2014), and healthcare wearable technology adoption (Zhang et al., 2017). From the study of Hong, C., Choi, H., Choi, E. K., & Joung, H. W. (2021) adapted from Pinho & Soares, the degree to which a person expects mental or physical hurdles in adopting new technology is defined as perceived ease of use (PEOU) (Pinho & Soares, 2011). PEOU has been proven in numerous studies to have a major impact on customers' intent to use a wide range of technologies. In addition, PEOU is a significant determinant of online shopping intention, according to the researchers. In the context of OFD, a similar positive relationship between PEOU and Customer Intention to Use (CIU) has been reported (Ray, Dhir, Bala, & Kaur, 2019; Roh & Park, 2019; Won et al., 2017). According to Roh and Park (2019), the higher the customer's PEOU, the more inclined they are to employ OFD services, and the better the likelihood of OFD service success. Ray, Dhir, Bala, and Kaur (2019) stressed the relevance of PEOU of OFD services by illustrating how the order process, order tracking, and interface filtering options all play a part in deciding CIU. Figure 1. Technology Acceptance Model (TAM) Conceptual Framework The conceptual framework of this study is anchored on the Technology Acceptance Model (TAM), where factors and social factors determine customer purchase intention. Although previous mobile app studies have investigated TAM, they have been critical social factors neglected, thus, reinforcing the need to study the latter’s contribution to consumer purchase intention. The concept of this study revolves around the purchase intention of the Senior Highschool students that explores the influential and predominantly external variables that determine attitudes toward using technology. This study focuses on the possible driving factors of consumers’ purchase intentions and behavioral intentions. It foresees to identify any relationship between the purchase intention of consumers based on the product's price, arrival date, and the quantity itself. Not only that, but it seeks to identify the influence of technological literacy, ease of use, and modes of online transactions, as online indicators that could influence the said behavior of the consumers. Figure 2. Conceptual Framework Online Purchase Intention Hypotheses H01: Behavioral aspects have no significant influence on the Online Purchase Intention among the Senior Highschool Students at Malandag National Highschool. H02: The factors affecting buying decisions have no significant influence on the Online Purchase Intention among the Senior Highschool Students at Malandag National Highschool. Statement of the Problem This multiple linear regression study aims to determine the level of behavioral aspects and factors affecting buying decisions of Online Purchase Intention among the Senior Highschool Students at Malandag National Highschool. Specifically, this study seeks to address the following research questions: 1.What is the level of significant influence on the behavioral aspect of the students based on the following factors: 1.1 Technological Literacy; 1.2 Ease of Use with the Application; 1.3 Modes of Online Transactions? 2. What is the level of significant influence on online buying decisions of students based on the following factors: 2.1 Price; 2.2 Date of Arrival; 2.3 Quality? Significance of the Study This research contains about Factors Influencing Online Purchase Intention Among the Senior Highschool Students. It is important for the society to become aware of their actions. To the teacher, they could understand and relate to student’s reasons, so they could guide them well. To the students, they will be cautious and properly decide on what to purchase online. To the parents, they will be aware of the Factors that influences their children in to purchasing online. The parents should discipline their children not to depend on influence alone but to properly decide on what to purchase online. To the future researchers, this will serve as their guide if there are instances that this study will be helpful to them. Scope and Limitation of the Study The scope of this research will be on the area of Malandag, Malungon, Sarangani Province. This study will delimit to the Senior Highschool students of Malandag National High School. This will discuss about the Factors Influencing Online Purchase Intention Among the Senior Highschool students. This will not discuss any further issues. Definition of Terms Technology - refers to methods, systems, and devices that result from scientific knowledge being used for practical purposes. Conceptually, the mode or channel for the students to proceed with online purchases. Ease of Use - a specific system is believed to be simple and convenient to use for operators. It makes the consumer feel that a product is effortless to use in the process of executing a task, he or she may speak highly of it and tend to use it more or in this case, shopping. Price - Consumers tend to associate price with product level, that is, a perceived high price reflects the high quality and vice versa. Moreover, it is a strong factor that bases the capacity of the buyer aside from status. Date of Arrival - The time as to when the product will be delivered to the consumers. Quality - refers to how well a product satisfies customer needs, serves its purpose, and meets industry standards. Chapter II Review of Related literature and Related Studies This chapter presents related literature and related studies. Technological Literacy There has been a lot of writing done on the topic of technical literacy, and everyone who has contributed to this body of work deserves praise for the efforts they have made to convey the complexity of the person who is literate in technology. Following an analysis of the relevant literature, adopts the viewpoint that technical literacy is the possession of the knowledge and skills necessary to choose and employ acceptable technologies within a specific setting. In order to be technologically literate, one must have the following components: knowledge and comprehension of technology and its applications; skills, including both tool skills and evaluative skills; and attitudes regarding new technologies and their application. A person's level of technological literacy can be broken down into three categories: the technology of manufacturing things, the technology of organization, and the technology of using information. These include the capabilities of being able to make decisions regarding technology, possessing the fundamental literacy skills necessary to solve technological issues, being able to make prudent decisions regarding the applications of technology, being able to apply one's knowledge, tools, and skills for the betterment of society, and being able to describe the fundamental technological infrastructures of a society. Experts conceives of technical literacy as being subsumed under scientific literacy, with the former type of person having an awareness of the production of new technology, its control, and the uses of it. Scientific literacy is considered to be submerged under technological literacy. (Waetjen, 2020) Ease of Use with the Application Mobile technological advancements have enabled the development of a wide range of applications that may be utilized by people on the go. Users will want to interact with such devices while on the move, which is something that developers often miss. When designing for compact, portable devices, small screen sizes, limited connection, high battery consumption rates, and limited input modalities are just a few of the difficulties that arise. The context in which they are employed is one of the most serious difficulties. Because these gadgets are meant to allow users to utilize them while on the move, the influence of their use on the user's mobility is a significant aspect in the application's success or failure.  (Harrison, 2018) The age of mobile devices and apps is here. With the extensive use of mobile applications, designers and developers must consider a wide range of consumers and develop apps to meet their various needs. People with vision impairments are one significant group of users. According to the World Health Organization, over 285 million individuals worldwide suffer from visual impairments (World Health Organization, 2020). This is a significant figure to consider when creating new mobile applications. People with vision impairments have encouraged the tech community to pay greater attention to them and offer them with the assistive tools they require (Khan & Khusro, 2021). An application's usability relates to its efficiency in terms of the time and effort necessary to complete a task, as well as its efficacy in completing those tasks and the happiness of its users (Ferreira et al., 2020). Modes of Online Transactions With the advent of the internet and communication technologies in today's world, online shopping is becoming more widely recognized and is gradually becoming the most desired and regular buying behavior of people. In a country like India, the potential for e-commerce must be among the highest in the world, and with successful and widespread internet penetration, online shopping will soon become the new normal for customers. According to several predictions, the growth rate of e-commerce in 2020 would be between seven and eight percent, with China having the greatest growth rate. Along with the numerous benefits of online purchasing, various ways of payment appeal to a larger segment of the population. The most common methods of online payment are credit card, debit card, prepaid card, e-wallet, cash on delivery, UPI, and net banking. Customers prefer a payment method that meets their demands, and their mode of payment is influenced by a variety of other factors. Customers will have a better experience if many payment ways are available, and they will not be stuck if one of the alternatives fails. It allows the buyer to look into different possibilities and find the best offer. Multiple payment methods create a smoother experience for customers and increase online purchase orders. In 2020, India's transaction volume share for quick payments and other electronic payments was 15.6 percent and 22.9 percent, respectively, but paper-based payments had a significant share of 61.4 percent. (Ranjith, 2021) Price Price is without a doubt one of the most powerful aspects in consumer impressions of items. Price is a true hint that customers employ in their purchasing decisions, according to Beneke et al. (2015). The price variable is always present in daily purchases and represents the amount of money spent. Consumers must give up a certain amount of value in order to complete a purchase transaction, which is referred to as price. Given that the price reflects a "sacrifice," this variable has the opposite effect as the buying intention, with higher prices implying fewer purchasing options. H.-W. Kim, Xu, and Gupta (2012) investigated the link between price and trust in online purchase decisions and discovered that when these two dimensions are evaluated separately, trust is more likely to influence buy intent than price. The pricing of a product is a broad yet important phrase that determines customer purchasing decisions. Because of the benefits and values that the reduced price provides to the customers, consumers respond quickly to the discounted price. The term "discounted price" does not just refer to a lower price; it also refers to the disparities in price between products of the same category. In the case of high-priced products, the lowered price has a greater influence on the buyer than the increased value of additional packs. Outlet malls, like other retailers, gain greatly from the main element of price. When customers shop at outlet malls, they benefit from reduced prices. Prior research has shown that the price of a product influences the consumer's purchasing intention, based on the importance of price among customers. (Murasoli, 2021) Date of Arrival The date when an order will actually be delivered to a consumer is what is meant by the term "delivery date." The importance of these dates lies in the fact that they provide clients with a far clearer notion of when they should expect their package, rather than simply providing the number of days the box was in transit. (Twelmeyer, 2021) Consumers today assume a high level of transparency into their purchases throughout the entirety of the supply chain, fulfillment, and delivery processes as a result of the proliferation of mobile devices and the widespread acceptance of technology in general. According to the findings of the poll, package monitoring is one of the most important aspects of e-commerce for all online customers. Other important aspects include how quickly a shipment comes and in what condition it arrives. This need holds true regardless of how frequently online buyers seek to access order information, how up-to-date the information they do access should be, or how they can go about accessing the information they do access. As a result of increased consumer expectations about e-commerce, many merchants are discovering that they do not have the fundamental infrastructure or the necessary skills to successfully handle normal delivery operations. In a similar vein, these businesses do not have the resources necessary to expand their capacities for shipping parcels or improve their delivery procedures on their own. As a result, shipping times, product conditions, and tracking capabilities have gradually deteriorated to a point where they no longer meet the standards set by online customers. Moving future, retailers have the opportunity to increase delivery by collaborating with a logistics provider. Retailers can more easily build trust with online consumers and solidify a reliable reputation in an otherwise overcrowded marketplace by developing clear strategies that exceed shoppers' expectations for delivery speed, condition, and tracking. Retailers can create these strategies by creating clear strategies that exceed shoppers' expectations for delivery speed, condition, and tracking. (Powell, 2022) Quality The term "quality" refers to how well a product fulfills the function for which it was designed, how pleasant it is to use, how much satisfaction can be derived from the price paid for it, how well customer service is provided, and how well it meets psychological criteria like the prestige that is perceived by customers. According to Kotler and Keller (2016), the ability of a product to exceed the expectations of customers is directly proportional to the quality of the product. According to Tjiptono (2015), product quality is a description of numerous qualities that go beyond the expectations of the product. These characteristics include goods and services, people, processes, and environments. As Tjiptono explains in Baruna et al. (2017), there are a few indications of product quality, including the following: 1). Performance, Performance is an indicator of the degrees of advantages that customers receive from a product, with the primary focus being on the quality of the product and the fact that there are various different product kinds; 2). Reliability, it refers to the quality of the product as perceived by consumers, which includes both the product's packaging and its aesthetic appeal; and 3). Assurance of Adherence to Requirements, the product in question should have the standardized qualities and compositions, and it should also have a high quality; this will ensure that the clients are happy with the product that they have chosen. According to the findings of a study that Putra, et al., (2017) conducted with students majoring in Business Administration at Brawijaya University, product quality had a positive and significant influence on the level of customer satisfaction, such that the higher the product quality went, the greater the level of customer satisfaction the product would receive.  Review of Related Studies According to a study conducted by Agyapon in 2018 entitled “Exploring the Influential Factors of Online Purchase Intention in Finland” results showed that the fact that more and more individuals are turning to the internet and other forms of technology to complete their shopping entails the possibility that their degree of self-assurance may rise as a result. Shopping online is superior to shopping in stores because customers do not have to wait in line at shopping centers, there is a greater selection of goods available at lower prices, and a greater number of products can be compared to one another. The majority of individuals in Finland may have a tendency to ignore price in favor of other aspects such as convenience when they purchase online, despite the fact that there are many elements that influence this decision. The consumers in Finland are very open to exploring new things and products, and they demand that companies meet their demands. This new development is beneficial to the market for the trade of items and services that are now available in Finland. Additionally, it encourages consumers to engage in shopping online. There are, however, a number of ideas and theories that are pervasive among the population of Finland and that influence the manner in which they shop online. In this thesis paper, the idea of customer behavior is utilized extensively. The idea contributes to an explanation of some of the patterns and behaviors exhibited by Finns in relation to internet shopping. For instance, the majority of people in Finland believe that large stores offer superior brands in addition to great items and services. This perception is widespread throughout the country. As a consequence of this, people pass up the opportunity to acquire high-quality services from more locally owned businesses. When it comes to offline buying, the majority of individuals shop at smaller establishments, at least according to the behavior observed in internet purchasing. It has also been shown that the majority of people who purchase online in Finland are people between the ages of 18 and 34. This factor has been brought about by technology, as older people do not typically utilize the internet. The ease of use, competitive prices, and high quality of goods offered by various online retailers are the primary drivers of online shopping in the country. The majority of clients are hesitant to make purchases online due to the fact that they must furnish internet merchants with personal information in order to complete the transaction. The vast majority of people have serious doubts about the reliability of people they meet online. This has a significant impact on the manner in which customers make purchases online. Online marketing, which is at the heart of the manner in which customers make purchases online, may also exploit Finnish customers by convincing them to buy unnecessary things. A study conducted by So in 2019 entitled “Filipino Consumers’ Behavior towards Online Shopping’ results showed that A growing number of individuals report that they like shopping online due to the several benefits that it offers, including ease of use, the ability to save time, and a wider selection of goods. The tendency of Filipino customers to engage in online purchasing and the circumstances that prompt them to do so have an impact on the marketing techniques employed by businesspeople, entrepreneurs, and marketeers in the Philippines in relation to online marketing. The buying habits of Filipino customers are one of a kind and an integral part of their way of life. A consumer's behavior can be significantly influenced by a variety of elements, including those that are personal, social, cultural, and psychological, among others. These factors, which have a significant impact on consumers' decisions to shop online, can lead to the development of consumers' product preferences, which, in turn, can assist marketers, entrepreneurs, and businessmen in achieving their goals of achieving an inevitable increase in market share and profitability. Therefore, it is beneficial for marketers, entrepreneurs, and businessmen in the field of online shopping to have knowledge about the behavior of consumers and the elements that affect them. The study entitled “Factors Influencing Online Purchasing Intention Among College Students in Nairobi City” by Aineah in 2016 revealed that Two of the three criteria used to determine transactional security had a strong link with the desire to shop online in the near future. When compared to in-store purchases, online buying enhances college students' performance in shopping activities, makes shopping easier, and saves time. It improves the shopping experience while also being less expensive. As a result, the study shows that perceived usefulness was influenced. Perceived usefulness has a major impact on consumers' decision to buy something online, according to this study. A one-degree shift in a consumer's opinion of the utility of an online transaction has a positive 48 percent influence on their decision to buy or make a repeat purchase on that platform. This had the greatest impact on the intention to shop online of the three characteristics examined in this study (in the context of the Kenyan student in Nairobi city) In terms of math, a one-unit increase in perceived usefulness leads to a 48.5-unit rise in online shopping intention. The web sites in Kenya were not considered secure by a large percentage of the populace. A significant minority of Kenyans do not believe that online sites are truly concerned with their best interests. However, in Kenya, this aspect was found to have the least impact on the decision to shop online. A study should be conducted to determine why the majority of Kenyans do not consider security to be more important than ease of use and utility. Chapter III METHODOLOGY Research Design The research design will serve as the fundamental foundation for the entire investigation and will guide the researcher throughout the process. A strategy based on quantitative data will be used in this investigation. Factors influencing online purchase intention among the senior high school students at Malandag National Highschool will be explained quantitatively using the following approach, which establishes a quantitative framework. The survey research strategy will be used for this study because it involves using a standardized list of constructs in the form of survey questionnaire, which makes it more efficient. Thus, the data collected will be tallied and evaluated utilizing frequency analysis, percentages, and the determination of the mean. Locale of the Study The study will be conducted at Malandag National Highschool. Malandag is located in the municipality of Malungon, which is located in the province of Sarangani in the Philippines. According to the results of the Census that was conducted in 2020, its population was 15,975. This accounted for 15.15 percent of Malungon's total population at the time. Respondents of the Study The researcher will collect data from the school's management about the number of enrolled Senior Highschool Students in the current school year at Malandag National Highschool, Malungon, Sarangani. The respondents will be chosen using random sampling. It avoids repeating the same question for each and every person, and it provides the most accurate results. After obtaining the number of enrolled students, Slovin’s formula will be used to determine the accurate sample size for the study. Sampling Technique Random sampling will be used to select the respondents for this survey. The students who are currently enrolled at Malandag National Highschool for the School Year- are eligible to be the study's respondents. Due to time constraints, the researcher will be able to collect data from limited students as calculated using Slovin's Formula since it is impossible to collect data from all students in such a short period. Research Instrument Likert Scale, which will be used in this study which are comprised of five possible responses. Similar to a rating scale, Likert scales are commonly used to assess attitudes, providing a range of responses to a specific question or statement. The Likert Scale will be used as an interval scale to determine the mean value of the responses given by the respondents. The responses will be collected using a survey. The mean score would aid in the identification and analysis of the level of performance of the social responsibility destination. To analyze the scale, the range is interpreted as follows: Strongly Disagree in the point range of 1.00 - 1.80, Disagree 1.81 - 2.60, Neutral 2.61 - 3.40, Agree 3.41 - 4.20, and Strongly Agree 4.21 - 5.00 The statistical analysis will be utilized to calculate the results and responses of the respondents for this study. The percentage will provide a concise summary of the numerical value being evaluated in order to determine its rate of change in the categories under the stated statement problem. The mean, on the other hand, will aid in the drafting of descriptive interpretations of data and will be used to determine the factors influencing the online purchase intention among the senior high school students. The Likert Scale will be used as an interval scale to determine the mean value of the responses given by the respondents. Data Gathering Procedures This section goes through the data collection procedure that the researcher will employ in this investigation. The researcher will conduct and collect data from the respondents using an online platform, specifically the Google form. The researcher will submit a letter of authorization to Malandag National Highschool's administration. The link to the survey questionnaire will be given for the data-gathering procedures after the school's administration has authorized the letter of permission. Before being sent to the target respondents, the letter of permission and survey questionnaires must be authorized. Facebook Messenger will be used to contact the respondents. The researcher will create an online survey questionnaire using the Google Forms platform, and the link will be delivered to them for data collection. The questionnaire will be sent straight to the researcher’s Google account once the respondents have completed it. The responses will be recorded, and the answers will be utilized to total and evaluate the data. Survey questions using a five-point Likert scale will be used to collect data. Statistical Treatment The researcher will use survey questionnaires to measure the Factors influencing purchase intention among the senior high school students at Malandag National Highschool. Following data collection, the data will be reviewed and evaluated using various statistical techniques. For the demographic profile of the respondents, a frequency count or distribution will be employed and interpreted using percentage. Also, frequency count and weighted mean will be utilized to measure and determine the factors influencing online purchase intention, which is the study's major goal. REFERENCES: ●Marangunić, N., & Granić, A. (2014, February 16). 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