LEVEL OF ACCEPTANCE IN ONLINE SELLING OPERATIONS

I single
A Thesis Presented
to the Faculty of the Yu An Log College of Business and Accountancy
University of St. La Salle
Bacolod City

I side
In Partial Fulfillment of the Requirements for the Degree
of Bachelor of Science in Business Administration re
Major in Operations Management

wh
space
single initials
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Dosono, Reine Louise
Guatelara, Juan Carlo
Lacson, Franz Daniel
From: 17
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Lantape, Denisse Joanne

Mike
Sy, Joshanne

December 2022
 i

APPROVAL SHEET

The research proposal entitled “LEVEL OF ACCEPTANCE IN ONLINE SELLING

OPERATIONS” presented by REINE LOUISE DOSONO, JUAN CARLO GUATELARA,

FRANZ DANIEL LACSON, DENISSE JOANNE LANTAPE, AND JOSHANNE SY in partial

fulfillment of the requirements for Business Research (OPM203_D) of the University of St. La

Salle has been evaluated and approved by the panel of evaluators.

PANEL OF EVALUATORS

MS. ANNABELLE ALOVA, MBA

Chairman

MS. SHIRLEY BARIC MR. ARCHIMEDES VALDERAMA

Member Member

MR. ENGIEMAR TUPAS, MBA

Research Adviser

MR. ARCHIMEDES VALDERAMA, MBA

Research Professor
 ii

ACKNOWLEDGEMENT no
bold fort
here
long away
The researchers would like to express their sincere gratitude and appreciation to the following

people who were involved in making this research endeavor a success.

First and foremost, the researchers would like to express their sincere gratitude to our All-

Powerful God for His guidance, support, and blessings throughout the conduction and

completion of this research study.

To the researchers' families, for their financial, emotional, moral, and spiritual support for the

completion of this paper and for serving as an inspiration to continue this undertaking.

To Mr. Archie Valderama, course professor, for sharing his expertise by giving constructive

comments and suggestions. Also, for your time and patience upon checking and reviewing the

manuscripts and for encouraging them to finish this study on time.

To Mr. Engiemar Barbasa Tupas, research paper adviser, for his trust, time, advice, valuable

comments, suggestions, and support during the whole period of this research study. For

imparting his knowledge and expertise and for his patience and guidance throughout the writing

process of the manuscript.

 iii

To the food business owners of Bacolod City who became participants in this study, for the

consent to participate and cooperate in this study, for spending time answering the electronic

survey questionnaire, and for providing the researchers with all the needed information.

To Ms. Shirley Baric, Ms. Anabelle Alova, and Mr.Archie Valderama, the members of the

panel, for the approval of this study and for the advice and suggestions that guided them for the

betterment of the research paper.

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TABLE OF CONTENTS

Page

TITLE PAGE 0

APPROVAL SHEET i

ACKNOWLEDGEMENT ii

TABLE OF CONTENTS iv

LIST OF TABLES vi

LIST OF FIGURES vii

ABSTRACT viii

INTRODUCTION 1

Background of the Study 1

Statement of the Problem 4

Conceptual Framework 5

Scope and Limitation 6

Significance of the Study 7

Definition of Terms 11

Review of Related Literature 12

 v

METHODS 19

Research Design 19

Participants of the Study 19

Instrumentation 21

Data Gathering Procedures 23

Statistical Treatment of Data 24

Ethical Considerations 25

RESULTS AND DISCUSSION 27

CONCLUSION AND RECOMMENDATION 41

REFERENCES 44

APPENDICES 48
 vi

LIST OF TABLES

Table Page

Table 1 Statistical Treatment

* 24

Table 2 Participants’ Profiles in Terms of Age

- 27

Table 3 Participants’ Profiles in Terms of Sex

= 28

Table 4 Participants’ Profiles in Terms of Forms of Business

-
- - 29

Table 5 Participants Profiles in Terms of Educational Attainment

- 30

Table 6 Participants Profiles in Estimated Monthly Income

-
- 31

Table 7 Perceived Level of Usefulness in Online Selling Operations

-
- 33

Table 8 Perceived Level of Ease of Use

-

-- 35

Table 9 Level of Acceptance of Online Selling Operation

-
- 37

Table
- 10 Ranking of the Difficulties Participants' Faced

in Doing Online Selling Operation Use 39

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LIST OF FIGURES

Figure Page

Figure 1. Schematic Diagram of the Conceptual Framework

- 6
 viii

ABSTRACT
single space, maximize
your 300 word-limit
. The purpose of this research is to determine the Level of Acceptance in Online Selling

Operations in Bacolod City. Level of acceptance is very significant to the business owners as it

directly affects the business itself. In choosing its participants, the study utilized a purposive

sampling technique. It is a non-probability sampling technique in which the researcher relies on

his or her judgment in choosing. This study used a descriptive research design, a self-made survey

questionnaire was distributed online to 305 participants that focus on the demographic profile of

the business owners, the perceived level of usefulness of online selling operations, the perceived

level of ease of use of online business operations, the level of acceptance of online selling

operations, and the perceived difficulties in online selling. Results were presented by mean and

00
percentile and analyzed through the percentage of entrepreneurs' satisfaction. The overall finding

showed that most of the participants answered highly satisfactory with the Level of Acceptance in

↓
Online Selling Operations. The researchers then provide recommendations that will help the online
-

I
sellers and other benefactors of this study.
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 ·
1

INTRODUCTION

Background of the Study

Online selling is a type of electronic commerce that allows a seller to sell goods or services

to a buyer directly over the internet using a web browser. It enables business owners to operate

without the need for a traditional shopfront and provides your customers with greater flexibility

because they can purchase the products at any time of day. Entrepreneurs’ profits are no longer

restricted by the number of clients who can physically visit the physical retail shop when business

owners have an online store. Business owners can sell across towns, states, and even international

borders, removing any geographical restrictions. The online store also allows online sellers to cater

to customers who like to explore and shop at times when traditional retail locations are closed.

Both the buyer and the store can save time by decreasing phone calls about availability, specs,

hours of operation, and other information that can be found on company and product pages. E-

commerce has grown rapidly in recent years due to many advantages related to buying on the

internet, such as easier transactions and lower costs when compared to other types of shopping.

Everyone can buy faster, have more options, and acquire a variety of products or services at a

reduced price when they shop online.

Over the last decade, our lives have largely shifted from "bricks" to "clicks," from a

physical dimension to a digital world where the majority of transactions are completed online.

Technology has already transformed online business transactions into an unlimited marketplace,

making doing business more convenient and efficient for both sellers and consumers. For billions
 2

of people throughout the world, the internet, social media, smartphone apps, and other digital

communications tools have become second nature. Online sellers use Facebook, Instagram,

Twitter, and other social media platforms for social media marketing. The platforms chosen are

determined by the target customers and marketing strategy. Not only does it help connect sellers

and customers on mobile and web platforms, but it also enables the effective management of

i
customer orders, deliveries, returns, and payments of purchased goods. In fact, technology plays

an important role throughout the e-commerce value chain, in areas such as recruitment, marketing,

and advertising, among many others. Social media is no longer known only as a medium that

facilitates its users' ability to present themselves on the internet but also as a medium to sell some

products to consumers, known as an online shop. Businesses that sell online have learned to use

new technologies such as Instagram, Facebook, and other shopping sites to reach potential buyers,

as almost everyone uses social media these days. That is why online selling has grown rapidly in

recent years due to the many advantages related to buying on the internet, such as easier

transactions and lower costs when compared to other types of shopping. Everyone can buy faster,

have more options, and acquire a variety of products or services at a reduced price when they shop

online.

As online sellers adapt to the new normal, online sellers also have addressed problems on

talent and resources to achieve their huge potential. The pandemic has caused many businesses to

transition online to cater to their customers. Many restaurants have also moved towards delivery

services to serve their target market. Since traditional stores have closed their doors and shoppers

seek to minimize risk by remaining at home, more consumers have turned to online shopping to

obtain the items they require and desire. Prior to the pandemic, global online shopping was rising
 citesome 3
I
at a constant 4.5 percent per year. However, the retail scene has changed significantly this year,

owing to a combination of public health-related movement restrictions and a growing consumer

preference for avoiding physical storefronts. Traditional stores with poor online tactics decreased,

with several famous ones filing for bankruptcy. This results in a lot of people engaging in online

selling not just because of the current trend but also because it is convenient and beneficial as one

will not spend more time doing the business manually. While Covid-19 progresses, online selling
is this opinions
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own
has become fashionable and trendy as people can just browse on their computers or cellphones to

order the items that they need. This not only brings convenience but also allows businesses to

reach a wider audience because of advertisements on online platforms. Regardless, a significant

proportion of small enterprises have failed, others have survived the pandemic and want to use the

ideas they developed to raise revenue and open new doors once the economy has recovered.

kill this paragraph

7
To succeed at selling online, sellers need more than simply an online store and product

images; business owners also need passion, knowledge, and a marketing strategy. Before they can

start selling online, they must first create a methodology for doing so successfully. However, as

the COVID-19 pandemic has taken a toll on economies and people around the world, social media,

and virtual gatherings have become the "new normal" as people try to maintain normalcy in their

lives despite pandemic limitations (Arreola, RH 2020). As online sellers adapt to the new normal,

online sellers in the Philippines have addressed problems with talent and resources to achieve their

huge potential. The pandemic has caused many businesses to transition online to cater to their

customers. Business owners had to change on the fly and come up with creative tactics to rework

their business models in order to stay afloat. As online sellers constantly adapt to change and to
L I
4

better satisfy the needs of the consumer, sometimes the opportunity to address the consumer in a

better way is designed by the seller himself, and sometimes it is provided by technology.

this
a Focus lang
as on

The researchers aimed to determine the level of acceptance in online selling operations,

D
which factors affect consumer pleasure, and how to figure out what to enhance or offer in the

market. Online vendors must be informed of the current situation, as well as how they see

challenges, opportunities, and roadblocks in this new digital market. The researchers wanted to

give suggestions to online retailers on how to improve their business operations, which would

⑧Discuss instead your variable.

benefit both online sellers and customers.

usefulness, of use, difficulties,

eace

Statement of the Problem acceptance

This study intends to determine the level of acceptance in online selling operations and

provide solutions to help improve their operations.

Specifically, this study attempts to answer the following questions:

1. What is the demographic profile of the business owners? in terms of;

a.) Age;

b.) Sex;

c.) Form of Business;

d.) Educational Attainment; and

e.) Estimated Monthly Income?

2. What is the perceived level of usefulness of online selling operations?

3. What is the perceived level of ease of use of online business operations?

 5

4. What is the level of acceptance of online selling operations?

5. What are the perceived difficulties in online selling?

Conceptual Framework

This framework is anchored on the Technology Acceptance Theory. Davis proposed the

Technology Acceptance Model (TAM) in 1989 as one of the evaluation methods for technological

achievement as demonstrated via the application of technology. This model demonstrates that

benefits and convenience are two elements that influence the user's decision to use new technology.

Usability demonstrates a user's belief in technology's contribution to their capacity to perform.

While convenience indicates the user's belief that using new technology is simple and does not

involve much effort. This notion comprises the clarity of the objective of using technology and the

convenience of using the system for purposes that are in line with the user's wishes, such that if

the system is simple to use, the user will be more likely to utilize it. This theory relates to this

study, as this study aims to determine the level of acceptance in online selling operations and

provide solutions to help improve their operation. Perceived level of usefulness and perceived level

of ease of use will be the indicator as to what level the acceptance of the business owners with the

technology in their business operations. The researchers will know how useful these technologies

are when it comes to online selling and what their experiences have been with using them.

As shown in the schematic diagram, the researchers first search for the participants and

learn about their profiles and demographics. Then the researchers let them answer questionnaires

that contain how technology affects their online selling operations. This questionnaire specifically

focused on the perceived level of usefulness and ease of use of the technology for the business
 6

owners' online selling operations. These factors then evaluated how it affected the level of

acceptance of the business owners to the technology as the study took place. The difficulties that

the business owners faced as they ventured into online selling operations had also been evaluated

by the researchers, who found some possible solutions that would be beneficial to all. These

solutions will then be given to the participants and other beneficiaries as recommendations.

-
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tie up wino balik
what have
you
observed based a.
high acceptance
b.
on
firdings, Thish acceptance
Figure 1. Schematic Diagram of the Conceptual Framework
so and fourth so

useful but hard to

a use c.
useful but easy to use
b. not meful and hand to me
do not useful but easy
to me

Scope and Limitations

This study covered the level of acceptance in online selling operations. The study was

conducted in Bacolod City.

The study has been conducted from the second week of March until December 2022. The

data gathering has been conducted through an online survey, on social media platforms such as

Facebook and Messenger. The researchers surveyed online seller participants found within

Bacolod City. Accordingly, the study identified food entrepreneurs doing online sales as its
 7

participants. The researchers had criteria for choosing the right participants, such as that the

company should be local and not multinational, and the business age ranges from 6 months to 2

years in online selling. The companies that are excluded are multinational companies like Jollibee,

McDonalds, KFC, Chowking, and similar companies.

go deeper so
did not
we can

have a context of why you do

probability sampling.
Significance of the Study

This research will give a better understanding of the topic. This is deemed

beneficial to the following: in order of importance

-

Od
Customers. This study gives customers a better understanding of how online

selling works. It also gives them an idea of how the business is run. As a result, knowing

the big picture can help customers make better decisions.

⑭
Department of Trade and Industry (DTI). This study is beneficial to those

Department of Trade and Industry employees who would like to analyze changes in

business development that will guide them on how to effectively manage the program to

deliver better results.

⑮
Future Researchers. This study can be used as a basis for future studies based on

online selling operations. At the same time, the result of this study may be used as part of

future researchers’ reviews of related literature. It is also significant for future researchers

because this study can be of great assistance to business operations.

 8

Local Government Units (LGUs). This study will benefit the Local Government

X
Unit as it is an important tool for improving capacity and outcomes and supporting

processes of learning and improvement. Also, this study will generate new knowledge to

improve service delivery, shed new light on existing attitudes, values, and practices, or

develop support to help them achieve their defined purpose, role, and objectives.

Ost Online Sellers. This study is focused on the operations of online sellers and how

they adapt to the shift to digital marketing. This study will help them understand and

improve how they should adapt to the new traditional market. Also, this study will help the

sellers choose the right products, tailor their marketing, and develop sales based on reliable

and accurate information so that they can run their business more efficiently, decrease

business risks, and exploit opportunities to the full.

⑭ The Researchers. This study will serve as a tool to help researchers discover

credible, reliable, and legal factors that are known as indispensable data for further

understanding of the topic. This study will also assist the researchers in developing critical

thinking and analytical skills through hands-on learning, as well as tracking developments,

arguments, and emerging trends and identifying new authors in that field.

Definition of Terms
vlang
Below are the terms used in this study. Terms are defined and explained to aid the reader’s

understanding of particular terms. Both conceptual and operational definitions are provided.
 9
Acceptance

X
Bogus Buyer. Conceptually, it is almost entirely the product of temporarily bad judgment

on the part of otherwise honest people. In a typical "liar buyer" scenario, a customer orders and

receives a product, then reports it as not delivered in order to receive a refund, or the customer

orders and does not receive it at all. (Jakobsson et al., 2018). Operationally, it is one of the

difficulties faced by entrepreneurs doing online selling.

X
Competition. Conceptually, this is a business environment in which diverse companies,

both within and outside of a country, compete exclusively on the qualities of their goods and

services (PvertyCure, 2022). Operationally, it is one of the difficulties faced by entrepreneurs in

doing online selling.

X
Customer Experience. Internal and subjective responses of customers to any direct or

indirect encounter with a firm (Schwager & Meyer, 2017). Operationally, it is the unfavorable

experiences that customers had when purchasing online that have an impact on their perception

and became one of the difficulties faced by entrepreneurs in doing online selling.

X
Cybersecurity. Conceptually, it is the practice of securing networks, devices, and data

against unauthorized access or criminal usage, as well as the art of maintaining information

confidentiality, integrity, and availability (CISA, 2019). Operationally, it is one of the difficulties

faced by entrepreneurs doing online selling.

 10

v Ease of Use. Conceptually, a fundamental idea that outlines how simple it is for customers

to utilize a product is the ease of use. The goal of design teams is to maximize usability while

providing the most functionality and taking into account business constraints (Interaction Design

Foundation, 2020). Operationally, we measured the ease of use of online selling for the customers.

X
Economic Uncertainty. Conceptually, it is characterized as a circumstance in which the

economy's future outlook is uncertain. Operationally, it is one of the difficulties faced by

entrepreneurs doing online selling.

X
Finding the Right Market. Conceptually, it is determining the business’ target market.

There are smaller segments that can be created from each group. Age, location, income, and way

of life are typical categories used to categorize segments (BUSINESS, 2021). Operationally, it is

one of the difficulties faced by entrepreneurs doing online selling.

- Online Selling. Conceptually, it is the sale of products and services, as well as the transfer

of payments or data, over an electronic network, most notably the internet. These transactions

might be business-to-business, business-to-consumer, consumer-to-consumer (C2C), or

consumer-to-business (Lutkevich 2022). Operationally, the experience of the participants in online

selling operations is measured in this study.

v Operation. Conceptually, these are activities carried out by a company to turn raw

materials into finished products or services (SA, 2021). Operationally, it refers to the system or

flow of activities inside the food business.

 11

X
Return and Refund Policy. Conceptually, a return and refund policy specify the

circumstances under which customers may return items they've bought from an online retailer and

whether the retailer would compensate them or not. Additionally, it will inform clients of the time

they have for refunds (Falk, 2020). Operationally, it is one of the difficulties faced by entrepreneurs

doing online selling.

X
Social Media. Conceptually, websites and applications that emphasize communication,

community-based input, interaction, content-sharing, and collaboration are collectively referred to

as social media, (Lutkevich 2021). Social media as defined operationally refers to the platform in

which sellers can sell their items. It also refers to the platform that customers can use to buy goods

and services.

X
Traditional Marketing. Traditional marketing, as its name suggests, refers to offline

marketing initiatives. It is a traditional strategy for marketing that makes use of a variety of offline

advertising and promotion techniques to connect with the intended audience (Harikrishnan, 2020).

Operationally, it refers to the long-established way sellers interact with the market. Traditional

marketing does not involve the use of social media and e-commerce as platforms for the business.

v Usefulness. Conceptually, anything that helps you get closer to or fulfill your goals is

described as useful. Usefulness is one of several factors that influence and contribute to a product's

usability. If something is useful, it can be used to accomplish a certain goal (Interaction Design

Foundation, 2020). Operationally, we measured the usefulness of online operations to food

business owners.
 Discuss how your RRL
12

Review of Related Literature

- built your questionnane
For further understanding of the study, the researchers made use of different reading

O
materials related to the online system. These materials, such as online sources, related articles,

documents, and other online publications, are essential in broadening the knowledge of the

↓
researchers. These will also guide the researchers in achieving their target objectives by getting

ideas from other related studies and making improvements where possible.

articles, but pls look now related dies

you pocussed mostly on

The information gathered by the researchers focuses on the level of acceptance in online
+
selling operations. The researchers also sum up the different ideas on how online sellers should

adapt to the shift to the traditional market.

.
researchers
. .

Ease of Use of Online Business Operations

The availability of goods and services with the click of a mouse is changing to a better and

easier global setting (Brehmer & Johansson, 2016). E-commerce is defined as any type of business

transaction in which the parties interact electronically rather than through physical exchanges or

face-to-face contact. It is viewed as a combination of technologies in which applications,

processes, and business strategies are required to conduct business electronically.

law-an ke spacing
According to (Lacson & Pasadilla, 2019), in the Philippines, e-commerce is mostly used

for transactions by major retailers and multinational corporations. This simply demonstrates that

Filipino businesses welcome this new avenue for selling goods, given that 16% of the population

uses the Internet. This new marketing strategy will benefit not only large corporations but also
 13

small businesses that cannot afford to advertise their products. Simply creating a website at a low

cost would help the business grow in terms of sales and improve the company's image.

I
Online business is any activity that uses Internet technologies to generate revenue.

Everyone has access to it, and it is possible to establish a business with little money. There is no

need for start-up capital in the online world; you may start a firm with symbolic money.

(Чамурлиева, 2018)

*
The advancement of technology has altered not just how individuals communicate, but also

how they trade. According to (Ramli et al. 2019), many e-commerce sites have started to exist,

which are useful for becoming a place where entrepreneurs may buy and sell things online. E-

commerce or a "marketplace" is similar to a mall or shopping center, but it operates online.

*
According to (Peng et al. 2020), with the rise of e-commerce and online retailing, online

merchants are no longer restricted to a single advanced selling technique. The combined strategy

of random incentive promotion and advance selling becomes increasingly easy to implement with

the help of information technology and online payment.

*
According to Cha (2017), the benefits and risks of internet purchasing as perceived

are important factors that influence the desire to buy actual goods over the Internet, but they have

no bearing on the desire to buy virtual goods. Perceived utility, ease of use, enjoyment, security,

social norm, flow, and gender all influence intent to buy real things via the Internet.
 14

According to Archetti & Bertazzi (2020), vendors in e-commerce must fulfill a significant

number of online orders, mostly from private customers, with low weight and volume, quick

delivery, and overlap of customers' time frames. For deliveries, new tactics and technologies are

being developed. Order processing time has been shortened. These new capabilities present new

challenges in designing and addressing inventory and routing concerns.

in before
last no

Acceptance of Online Selling Operations ↳

Synthesis
People are increasingly searching for and purchasing things online, thanks to the continual

increase and popularization of technologies and apps on the Internet. The rise of e-commerce has

sparked interest in online entrepreneurship (Wang & Chiou, 2020).

*
Self-ordering technology has lately been implemented in a number of establishments, both

online and offline. According to (Gao et al. 2017), consumers can order and pay before they come

to the store using online technology, including websites and mobile apps; offline technology, such

as self-service kiosks, allows retail customers to place orders without interacting with human

employees.
*
According to (Choshin et al. 2017), e-commerce improves and optimizes the organization's

relationship with its suppliers, distributors, and customers. It should be highlighted, however, that

success in e-commerce is contingent on identifying effective e-commerce variables. In e-

commerce, there are a number of effective internal and external organizational elements that need

to be taken into account.

 15

Electronic commerce is referred to as e-commerce. It is conducting business on the internet.

Because of its speedy and simple means of exchanging items, e-commerce has grown in popularity

over the last several years. (Kumar, 2019)

I
The e-commerce sector has grown at a rapid pace in recent years, resulting in the

establishment of a slew of online selling platforms to meet a wide range of customer needs.

According to (Sikdar et al. 2021), existing firms and new initiatives have been encouraged to make

their commodities available through online selling platforms in order to expand their product

reach.
*
There is no actual interaction between buyers, sellers, or payments in the e-commerce

business. E-trust can increase or decrease perceived risk and security issues, which is why e-trust

is critical for the success of e-commerce enterprises like Agoda.com. There is no apparent impact

on the site's quality in terms of online purchase intent (Octavia et al., 2017).

I
The growth of internet technology has had both beneficial and harmful consequences. The

growth of cybercrime, particularly in commercial business transactions, has a strong influence.

According to Setiawan et al. (2018), to avoid or eliminate threats to cause and maintain consumer

trust in online buying, online businesses must have proper strategies and processes in place.

Another important goal of the business is to ensure that customers constantly shop online in order

to improve their convenience and satisfaction.

 16

Perceived Usefulness of Online Business Operations

Online selling has advantages over traditional company models in that it allows for

increased productivity. Online selling, including global online selling, has a low barrier to entry.

As a result, the business's costs are reduced greatly, and management efficiency is improved

(Gorokhova & Mamatova, 2020).

*
The internet provides sellers with the opportunity to broaden their marketing reach.

According to (Prakosa & Sumantika 2021), sellers can use e-marketplaces to expand the marketing

reach of their items. The e-marketplace makes dealing with products simple for both buyers and

sellers.
*
According to (Rahman & Anggadini 2019), it can be easier for sellers or customers to

access faster in the process of buying and selling items with an e-commerce-based firm, and it can

also simplify available information and increase the quality of services with internet use.

*
When compared to other methods of shopping, online business has risen rapidly in recent

years as a result of various useful benefits of buying on the internet, such as easier transactions

and lower costs. (Gautam Bhattacharya, Cuneyt Koyuncu, 2017). When you purchase online, you

can buy faster, have more options, and get a wider range of products or services at a lower price.

I
While this study identifies that consumers form their usefulness evaluations depending on

the respective shopping tasks, the results of a moderation analysis yield usefulness predictors that

differ in relevance across product categories and shopping touchpoints. This contextual
 17

perspective has implications for both adoption and online channel research. It also helps managers

identify starting points for how to promote online shopping adoption. (Mohamed Habuba Halima,

Yongjun Li, Usman Ghani, Ataullah Kiani, Atamba Cynthia, 2021)

o
It was discovered that e-commerce has benefits. E-commerce, for example, can provide

flexibility and efficiency. However, this has drawbacks, such as the continuing worldwide threat

of fraud. According to Logronio etl al. (2021), online selling encompasses not only the sale and

purchase of physical things but also the sale and purchase of non-physical goods such as services

and digital products. The seller and consumer were both victims of fraud during this transaction.

Synthesis:

With a study of current literature that may help the present research, the researchers
x reinforced suggestions for solving the current issue, which is the level of acceptance in

online selling operations in Bacolod City. The ease of Use of Online Business Operations

shows the convenience and accessibility that entrepreneurs gain after transitioning to the

online platform. Acceptance of Online Selling Operations plays a role in transforming the

traditional market into an online market. The perceived usefulness of online business

operations shows the advantages and benefits of the online platform when it comes to

selling in an online marketplace. The perceived usefulness of online business operations

shows how technologies improve performance when it comes to selling. Factors affecting

online selling affect the performance of the business. This affects the business in terms of

how fast they can deliver, the quality of the item, and the treatment of their customers. In

terms of the precise objectives and the subtopics, the literature review clarifies the
 18

objectives or questions and identifies missing material that the researchers might

potentially contribute to strengthening their research questions, making them even easier,

briefer, and more specific. Also, with the help of the literature review, the researchers will

be able to grasp the entrepreneurs’ level of acceptance in online selling operations in

Bacolod City, which will also make future research easier when it comes to the actual data

⑦Discus
gathering method.

here if dim
rakner si Table 1
nigo
and dien
 19

METHODS

This section describes the research design, the participants, the instruments used in the

gathering of data, and the procedures followed in gathering and analyzing the data.

Research Design

The study made use of a descriptive research design since it deals with the consideration

of different opinions expressed in the written discourse of the people under study. Also, this

research is aimed to assist online sellers in determining the level of acceptance in the digital market

by explaining the operations and views of the participants in terms of the given variables.

McCombes (2020), described descriptive research as a scientific method that entails

watching and describing a subject's behavior without altering it in any way. The goal of this

strategy is to correctly and thoroughly characterize a population, situation, or issue. It can answer

the questions of what, where, when, and how, but not why. More specifically, descriptive research

design allows you to study data and build an in-depth understanding of the research problem. It

also allows you to observe people's behavior in their natural environment.

Participants of the Study

The participants of the study are business owners that sell food products within Bacolod

City and have adopted online selling operations in their respective businesses.
 20

These are the businesses that started in a traditional market and were then able to shift to

a digital market or online selling in all aspects of their operations. As a part of the criteria of the

study, these businesses were limited only to homemade food businesses that have been established

here in Bacolod City and have been in online operation for at least six (6) months to a maximum

of two (2) years.

Coordination was done with the Bacolod City Business Permits and Licensing Office and

the Department of Trade and Industry but said agencies do not have a classification of online

sellers. Considering this, the researchers decided to consider the FaceBook Pages of online sellers

of most food products. These were Kaon Ta Negros and Bacolod Local Food. Upon checking,

Kaon ta Negros had 1,200 members and Bacolod Local Food had 1,300 members. Not all

members though were online sellers. Most of them were probably prospective buyers. Further

checking proved that online sellers in Kaon Ta Negros were selling their goods and products in

Bacolod Local Food.

When quantifying the participants for this study, the researcher applied Slovin ’s formula

with a confidence level of 95% (giving a margin error of 0.05). The total population of this research

is 1,300 from the Kaon ta Negros FaceBook page. Slovin’s formula is shown as followed:

𝑛 = 𝑁/ (1 + 𝑁𝑒2)

Whereas:

𝑛 = number of participants

𝑁= total population
 21

𝑒= margin of error

The Slovin's formula is used in the following calculation to determine the participants of

this study:

𝑛 = 1,300 / (1 + 1,300 ∗ 0.05²)

𝑛 = 1,300 / (1 + 3.25)

𝑛 = 305.8823 𝑜𝑟 305 𝑝𝑎𝑟𝑡𝑖𝑐𝑖𝑝𝑎𝑛𝑡𝑠

Based on that calculation, it concluded that the total participants of this research study were

305 online sellers.

"Google
1)

Forms
Instrument

F
To gather the data, a Google form questionnaire was prepared by the researchers. The

questions were ensured to be related and appropriate for the study. Criteria for developing a

successful data collection instrument were considered. This aims to receive the required data that

helped the researchers answer the study.

The questionnaire has four parts: the first part covers the profile of the participants, such

as name(optional), age, gender, and educational attainment, and the information regarding the

business information such as the form of business and monthly income. The second part talked

about: the level of usefulness. The third part talked about the perceived levels of ease of use, and

the fourth part talked about the levels of acceptance with regard to online selling and the difficulties

business owners had faced in engaging in the online platform. The researchers provided an open-
 22

ended option that allowed the participants to provide more information and contextual feedback.

Once the instrumentations were identified, the data-gathering procedure commenced.

Validity of the Research Instrument

Validity is the extent to which the interpretations of the results of a test are warranted,

which depends on the particular use the test is intended to serve (Kimberlin, et. al., 2017). In this

study, the tool used was subjected to Good and Scates criteria to ensure the validity of the

I
questionnaire. Good & Scates set forth eight (8) criteria for the validation of research instruments

by experts as follows: 1) Is the question on the subject? 2) Is the question perfectly clear and

o
unambiguous? 3) Does the question get at something stable? something relatively deep-seated,

well-considered, non-superficial, and not ephemeral, but something that is typical of the individual

or the situation? (4) Does the question pull? 5) Do the responses show a reasonable range of

variation? 6) Is the information obtained consistent? (7) Is the item sufficiently inclusive? And (8),

is there a possibility of using an external criterion to evaluate the questionnaire? (Barrot, 2017). In

the process of validation, the researchers validated the study through the experts who had taken

I
Master's degrees at the request of the researchers. The study tool was validated by three college

professors of the University of St. La Salle who are proven to test the researcher-made tool's

credibility. The results from the questionnaire given by the experts were used to enhance the tool’s

validity. The experts also provided further recommendations concerning how to improve the tool

and what should be discredited and removed to make it more appealing.

remove
Reliability of the Research Instrument

The level of acceptance in online selling operations was determined through a

questionnaire. The reliability of the tool was verified using Cronbach’s Alpha (α) for internal
 23

consistency, and the participants of the reliability testing were not the actual participants of the

study, the non-food businesses in Bacolod City. A reliability coefficient of 0.820 showed high

reliability, and a reliability coefficient of 0.70 or higher is considered acceptable in most social

science research situations (Bruin, 2017). This showed that the researcher-made tool was reliable

due to the fact that it achieved Cronbach’s α =0.820 and the closer the value of Cronbach’s is to 1,

the more reliable it is. This convinced the researchers that the researcher-made tool was adequate

enough to be used in the data collection of the actual participants of the study.

Data Gathering Procedure

The researchers looked for food entrepreneurs that are engaged in online selling in Bacolod

City. The researchers asked for consent to gain the data that is needed from the Business Permits

and Licensing Office of Bacolod City. If in some cases that the data was not available, the use of

FB pages was utilized for the seeking of participants. The participants were asked for their

permission and willingness to become participants in the study.

After looking for participants, the researchers gave them a Google form, which consists of

the consent form and questions. The consent form contains why the study was being conducted

and to ensure confidentiality is being practiced and it’s for EDUCATIONAL purposes only.

The researchers reviewed the answers that are in the Google forms to ensure that the

answers are valid and appropriate. If in some cases an error has been spotted by the researchers,

the response would be marked as invalid.

After all the forms were answered, the researchers observed and tabulated the data, which

was then used for interpretation. Statistical tools such as percentages and means were used. The
 24

researchers came up with conclusions and recommendations for the existing working structure of

the company.

Statistical Treatment

The researcher used the percentile and mean as the statistical tools for this study. For the

first objective, the percentile was used to describe the profile of food business owners in Bacolod

City in terms of the name of the business, age of the owner, gender, type of business, educational

background of the owner, and estimated monthly income of the business.

. For the second, third and fourth objective, mean was used to interpret and present the

level of usefulness, ease of use and the level of acceptance in online selling operations as perceived

by the food business owners of Bacolod City. The following mean ratings are interpreted as

assigned
follows:
the
was
how

O
Table 1. Rating guideline used to interpret survey results

Criteria Category/ Interpretation

1.0 – 1.8 Very Low

1.9 – 2.6 Below Average

 25

2.7 – 3.4 Average

3.5 – 4.2 Above Average

4.3 – 5.0 Very High

For the fifth objective, mean and ranking were used to present the difficulties that

entrepreneurs are facing in doing online selling operations using the data gathered.

Ethical Considerations

This research is intended to identify the level of acceptance in online selling operations by

entrepreneurs in Bacolod City during the COVID-19 pandemic and to offer ideas to help them

improve their operations. When the firm or participants request the study's conclusions, the results

are conveyed to them using the contact information provided to them during and after the online

survey.

The researchers addressed a number of ethical considerations to ensure that the study is

accurate and efficient. The researchers ensured that a formal consent form was developed and

approved by the research adviser before submitting it to the companies to allow participants to

participate in the online survey. The consent form has provided a detailed explanation of the study's

purpose to ensure that participants understand their roles in responding to the researchers'
 26

intentions. As a result, the consent words are fully expressed. The consent form has been given

voluntarily, and participants will have complete control over whether or not to participate in the

research study. Participants had been given enough time and a chance to raise their concerns about

the online surveys and withdraw at any time of their choice even if the consent was already signed.

The participants had been informed ahead about the purpose of the study before conducting the

online survey.

In the online survey questionnaire, researchers ensured that they wrote courteous and

formal wording. The researchers also ensure the visually appealing and simple language in making

the recruitment poster. Furthermore, the researchers hoped to draw important conclusions from the

data obtained and to properly apply the information to solve the difficulties that entrepreneurs face.

Researchers anticipate establishing better solutions or suggestions to the problem which could

benefit the entrepreneurs and their companies.

 27

RESULTS AND DISCUSSIONS

O
This chapter comprises the findings as well as the interpretations of the findings of the

study based on the gathered data by the researchers. Results were analyzed using the relevant

statistical tools based on the study’s objectives.

Demographic Profile of the Participants

j
In Table 2, the result showed the frequency distribution of food business owners’ profiles

in terms of age. The majority of the food business owners are aged 31 years old to 40 years old

with 42%. 33 % are aged between 21 years old - 30 years old. 23% of the participants were aged

41 years old and above. And 2% of them are 20 years old and below.

Businesses were typically owned by people in their mid-30s, with the most experienced

being well past the Philippine retirement age. However, the boom of online businesses and

contemporary business strategies has enabled young people to achieve their goals as students or

recent graduates. As the young population grew, the economy's interaction with enterprises

changed for the better as more people were involved and there were more sources of economic

stimulation (Tagamolila, 2022).

Table 2. Participants’ Profiles in Terms of Age

A
Variable Group f %

Age 31 years old - 40 129 42%

years old
 28

21 years old - 30 102 33%

years old

41 years old and 70 23%

above

20 years old and 4 2%

below

In Table 3, the result showed the frequency distribution of food business owners’ profiles

in terms of sex. The majority of the participants were female totaling 168 participants (55%) while

male participants were 137 (45%). It implies that females are more entrepreneurially active than

males.

The result supports the article by the SERDEF Media Bureau (2018) that the role strain

Filipino women experience as a result of their multiple responsibilities as a wife, mother,

housekeeper, and entrepreneur has allowed them to overcome gender stereotypes, male

dominance, and other social, cultural, and psychological barriers in order to use their talents and

skills to create successful businesses that create jobs and incomes.

Table 3. Participants’ Profiles in Terms of Sex

Variable Group f %
 29

Sex Female 168 55.09%

Male 137 44.91%

Table 4. shows the form of businesses of the participants. There was a total of 275 (90.16%)

participants whose form of business is sole proprietorship and 25 (8.20%) is a partnership. The

remaining participants have a family-owned or corporate form of business. It implies that the

majority of the participants are in a sole proprietorship form of business.

Since it enables small business owners to launch a business without going through the

formal legal channels of the government, the sole proprietorship is the most popular type of

business in the Philippines. Also, sole proprietorships are less expensive to set up and provide

business owners more flexibility and control (Greene, 2022).

a
Table 4. Participants' Profiles in Terms of Forms of Business
Variable Group f %

Form of Business Sole Proprietorship 275 90.16%

Partnership 25 8.20%

Others 5 1.64%
 30

Table 5 shows the participants’ profiles in terms of educational attainment. Among the 305

participants, 203 (66.5%) were college graduates. 83 (27.21%) participants were at the college

level, while 12 (3.93%) have master's or post-graduate attainment, and of the remaining 6 (1.98%)

participants, 5 were high school graduates and only 1 was at the high school level. It can be

concluded that most of the food business owners here in Bacolod City have graduated from college

and believe that education is an integral part of business success. 8-be careful e
these conclusions
making
According to Al-Zubeidi (2019), business owners today are younger than in years past,

more educated, and less experienced, and higher levels of education increase the likelihood of

business survival and growth. It is further stated that education has two critical roles; (1) it plays a

fundamental role in business creation, and (2) it provides for the continuing need for knowledge

due to the rapid growth of technology and heavy competition.

Table 5. Participants’ Profiles in Terms of Educational Attainment

I Variable

Educational Attainment
Group

College Graduate
f

203
%

66.55%

College Level 83 27.21%

Masteral/ Post Graduate 12 3.93%

 31

Others 6 1.98%

Table 6. shows the estimated monthly income of local food businesses in Bacolod City.

103 (33.77%) of the participants have an estimated monthly income of 30,000 to 49,999 pesos. 89

(29.18%) participants earn between 10,000 and 29,999 pesos, 65 (21.31%) earn between 50,000-

99,999, 31 (10.16%) earn less than 9,999, and 17 (5.57%) earn an estimated monthly income of

more than 99,999. It implies that most of the participants have an estimated monthly income of

30,000 to 49,000.

· y
According to Andrew J. Masigan in his article “Numbers Don’t Lie”, the region's highest
-

internet penetration rate and the highest social media activity both belong to the Filipino people.

Filipino business owners quickly adapted. All of a sudden, thousands of business owners opened

their own online businesses and started selling anything from goods to services. Large companies

have increased their e-commerce activities as well. E-commerce is expected to reach $12 billion

in the Philippines by 2025, up from a sales turnover of $500 million in 2015. $3 billion has already

been realized in 2019. When compared to 2019, growth has already doubled in the first six months

of 2020 in terms of both the number of buyers and the peso value of transactions.

Table 6. Participants’ Profiles in Estimated Monthly Income

Variable Group f %
 ↳
32

Estimated Monthly ₱30,000 to ₱49,999 103 33.77%

Income

₱10,000 to ₱29,999 89 29.18%

₱50,000 to ₱99,999, 65 21.31%

Less than ₱9,999 31 10.16%

More than ₱99,9999 17 5.57%

Perceived Level of Usefulness

It is observed that the majority of the participants agreed with the usefulness of online

selling operations in their business (see Table 7 below). There are 5 items to measure the level of

usefulness. The analysis shows that the average level of usefulness of items is classified in the

fourth category; 3.50–4.20. Overall, the total average is 3.8, which is classified in the "above

average" category. This means that most of the food business owners in Bacolod City find the

online selling operation helpful to their business. By becoming more accessible and visible online,

businesses were able to enhance both their internal operations and the food products they offer.
 33

According to Brigita Go (2019), running an online business is much better than opening a

store. Selling online is indeed one of the great ways to make profits online. In fact, it is also a great

way to widen your target market and grow your business quickly. It is manageable, and it will also

or

implication
not affect your studies while you are doing online selling. Also, according to Harris (2017) online

media offers a big platform to promote your business as compared to other mediums available.

Your products and services will reach a large number of potential buyers only if you choose the

right marketing medium for your business.

of the finding

Table 7. Perceived Level of Usefulness in Online Selling Operations

N Mean SD Interpretation

as
thisisthat
it
t 1. Selling online is
convenient to entrepreneurs
because it saves time and 305 3.8 0.3850 Above Average
makes selling easier.

2. The use of online selling 305 3.8 0.4784 Above Average

makes dealing with products
simple for both buyers and
sellers.
 34

3. Online shops also involve 305 3.8 0.4622 Above Average

less staff cost and depend on
significantly fewer
employees.

4. Online selling is a safer 305 3.8 0.4980 Above Average

business operation during
the pandemic, because it
does not require face to face
interaction.

5. The use of online selling 305 3.8 0.4551 Above Average

ensures that the rest of the
sales process is always
flowing, and consumers can
buy on any day, at any time,
because of automation.

Perceived Level of Ease of Use Don't

start your sentences wl" Table X"

O Table 8. Below is a descriptive statistical analysis of the level of ease in online selling

operations. There are 5 items to measure the "Level of Ease of Use". The data analysis

demonstrates that the average of the Level of Ease of Use items is classified in the fourth category,

3.50–4.20. Overall, the total average is 3.8, which is classified in the "above average" category.

This means that most food business owners in Bacolod City find the internet user-friendly and

easy to interact with.

 35

According to Hannah Mallorca, she sees a lot of demand. Also seeing people who are more

interested in starting their businesses online. Since online shopping is a trend nowadays, there are

lots of apps and other platforms that are user friendly to those who want to buy or sell foods and

other items online. It became easier for sellers and customers to use online apps because most of

Cobis
the apps today are user friendly. She believes this will continue even after quarantine. “Online

selling is easier to use because the demand for it right now is very high” (Mallorca, 2020). “In

terms of the potential of people reaching success, I would say that the sky's the limit. I’m not

saying that everyone who goes online will be successful, but we see many cases that the potential ~

is huge '' (Carbonell. 2020).

level 3
analysis in
Table 8. Perceived Level of Ease of Use
the context of previous
N Mean SD Interpretation

findings
1. It would be easy to 305 3.6 0.6039 Above Average
become skilled at
operating the online
platform.

2. When interacting with 305 3.7 0.4977 Above Average

the online platform, it
only requires the fewest
steps possible to
accomplish the task.
 36

3. While using the online 305 3.7 0.5825 Above Average

platform, the mistakes
made can easily be fixed.

4. As an online seller, the 305 3.7 0.5674 Above Average

online platform is easy to
interact with.

5. As an online seller, the 305 3.7 0.4782 Above Average

online platform helps you
identify which
product/service has a high
purchasing intent.

Level of Acceptance of Online Selling Operations

The last construct is the level of acceptance of the online selling platform. Like the Level

of Usefulness and Ease, the acceptance level has also 5 criteria. Table 9 above shows that 80% of

the respondents, which makes up the majority, agreed that they were satisfied with the whole

experience of selling platforms. The data analysis above demonstrates that the average acceptance

level on online selling platforms is classified in the fourth category: 3.50–4.20. Overall, the 3.50–

4.20 average acceptance level is 3.38, which is classified in the Above Average category. This

means that the majority of the participants highly accepted the online selling operations. The

opportunity of conducting business online has helped a number of food businesses here in Bacolod

City to prosper and boost their revenue. Like any other business strategy, online selling operations

had a lot of advantages, and the participants believed that it had helped their businesses succeed.
 37

Many customers now rely more on online shopping than traditional retail because of the

convenience of internet shopping platforms. Due to the pandemic, several firms have moved

their customer service online. Many food establishments have shifted toward delivery services to

reach their target market. Entrepreneurs should be capable of embracing new technology while

maintaining a focus on product quality to expand their market and boost sales, she continued.

Digital marketing is a powerful tool for promoting local enterprises. (Nicavera, 2017)

Table 9. Level of Acceptance of Online Selling Operations

N Mean SD Interpretation

1. I am satisfied with the 305 3.8 0.4389 Above Average

whole experience in
online selling operations.

2. The use of online 305 3.8 0.4521 Above Average

selling makes dealing
with products simple for
both buyers and sellers.

3. My flexibility with 305 3.8 0.3993 Above Average

products has improved
with online selling
operations.
 38

4. I would recommend 305 3.8 0.4206 Above Average

online selling to my
friends, family, and
business partners.

5. I believe that online 305 3.8 0.3661 Above Average

selling is an acceptable
form of doing business.

Total 3.8 Above Average

Perceived Difficulties in Online Selling

After responding to the demographics and three constructs in the questionnaires, the

participants were also asked about the difficulties they encounter on online selling platforms to get

more insights. A majority of 191 out of 305 participants said they find online selling operations

difficult because of stiff competition. Some online sellers have more acquaintances in virtual

settings, which gives them an advantage when selling their products or services. 161 participants

said they also encountered bogus buyers, putting their business profit on the line, while 85

participants said not only is there stiff competition on online selling platforms and bogus buyers

but also horrible customer experiences. There were also 83 participants afraid of cybersecurity
 39

breaches because of online sales transactions. The rest responded with economic uncertainty,

return and refund policies, and finding the right market.

According to Fred Ramos (2019), The estimated online sellers in the food industry in

Bacolod City is around 1,200. Since many companies today are developing and using online

platforms, the competition in online business is the leading difficulty while doing online selling

operations. Another difficulty encountered in doing online selling is that some customers still

prefer to see and check the products or services personally, and they are also hesitant in terms of

paying for transactions. Moreover, the business profile: years in the business, monthly net income,

and training in online marketing is not related to the benefits and difficulties encountered by online

business sellers.

Table 10. Ranking of the Difficulties participants’ Faced in Doing Online Selling Operation

Difficulties Frequency Ranking

Competition. 259 -First (1st)

Bogus Buyers 161 Second (2nd)

-

Customer Experience 85 -Third (3rd)

Cybersecurity 83 Fourth (4th)

-
 40

Finding the right Market 51 Fifth (5th)

-

Economic Uncertainty 46 Sixth (6th)

-

Return and Refund Policy 45 Seventh (7th)

-

Digital Illiteracy 1 Eight (8th)

-
 41

CONCLUSION AND RECOMMENDATIONS

Conclusion

After gathering all the data and summarizing all the findings, the researchers conclude the

following;

According to the research, business owners find that having an online sales operation helps

their businesses. Entrepreneurs find it advantageous to sell products online since it saves time and

makes the process simpler. Regarding the ease of use, most food business owners find it simple

to develop their online platform management skills. The online platform is user friendly and

enables the business owners in determining which goods have a high purchasing intent.

The data analysis shows that Bacolod City's entrepreneurs have a high level of adoption to

online selling practices in the food business. The average age of the participants, which ranges

from 31 to 40 years old, may be a contributing factor in why internet-based selling activities have

a high approval rate. It is observed that mobilizing the online platform for business purposes has

usefulness and ease especially during this pandemic season and mostly everyone is engaged in

mobile phones, making everything online transactional. Therefore, entrepreneurs should

proactively use online selling operations to address business trends and not lose touch with the

demands of the customers resorting to online shopping and buying.

Recommendations

Every online seller deserves a serene and thriving business. Based on the findings and

conclusion of the study, the following recommendations are considered:

 42

Online sellers and those starting an online business should consider one another's wants

and needs and the things preventing them from failing. Online sellers must demonstrate that online

selling is convenient, safe, easy, and fun for both buyers and sellers; online sellers must also offer

other incentives and motivations to attract others to sell online. Thus, in addition to building the

business owner's confidence, sharing more personal experiences would be very helpful. It would

be advantageous for more sellers to engage in online sales now and in the future.

By expanding online selling operations, business owners can increase flexibility in online

selling. The researchers would like to recommend making sure that online sellers' product

descriptions are thorough, precise, and easy to find as a top concern. To give customers the most

updated information, vendors must frequently update their online stores. They should be readable

and easily available in terms of performance. The ultimate objective of the web store's revenue-

boosting security measures to prevent unauthorized transactions should be to increase the

proportion of genuine transactions among online hits.

In order to prove the legitimacy of online sellers and regulate scammers, the researchers

would also recommend the government create regulations for online sellers that require them to

secure their online accounts and fill out permits. This would prevent difficulties for both customers

and sellers.

Online sellers should collaborate with payment platforms such as Gcash, Maya, Paypal,

etc. for easy transaction. In this way, physical receipt of money could be avoided, and free the

sellers and courier from covid virus infection.

 43

Businesses should actively use online selling operations to address current market trends

and ensure that they don't lose touch with consumer demands for online shopping and purchasing.
 44

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APPENDIX A: SURVEY QUESTIONNAIRE

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APPENDIX B: INFORMED CONSENT FORM

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APPENDIX C: TECHNICAL REVIEW CERTIFICATE

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APPENDIX D: APPLICATION FOR RESEARCH ETHICS REVIEW

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APPENDIX E: INFORMED CONSENT ASSESSMENT FORM

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APPENDIX F: PROPOSAL ASSESSMENT FORM

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APPENDIX G: APPROVAL SHEET

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APPENDIX H: INSTRUMENT CONTENT VALIDITY RATING FORMS

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APPENDIX I: INSTRUMENT CONTENT RELIABILITY RESULT

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APPENDIX J: RESEARCH ETHICS CERTIFICA