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CHAPTER I

INTRODUCTION

Online shopping is the act of purchasing products and services online via vendors

who operate websites is known as online shopping and via different online websites. It is a

network linked computer that enables millions of people to communicate, search for

information and purchase various goods and services. Shoppers can browse online shops

while lounging in their homes and making purchases there. Their preference towards online

shopping has increased during the conditions of Covid-19, Online shopping is a modern way

of shopping. It is one of the most preferred platforms for shopping under the conditions of a

pandemic. Due to lockdown mode of imparting education has shifted from physical mode to

online mode. Following the concept of social distancing, many students have purchased

mobiles phones through online shopping to support their studies. Until now online shopping

is still necessary because some of the products can’t be seen at the department stores.

Online shopping has become increasingly popular with the rise of the internet and the

availability of technology. It is a great way for people to save time, money, and energy, as

well as shop for items from around the world without having to leave their home. Online

shopping can provide a variety of benefits, including convenience, cost savings, a wider

selection of products , and more. Online shopping can be a great way to get items and

services they need without having to physically go out and shop. This can be especially

helpful if they have limited transportation or access to certain stores. Shopping online can

also help save money on certain items, as many online retailers offer discounts or loyalty

programs. Additionally, they can access a wider selection of products online than they would
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in a physical store, making it easier to find what they need. Online shopping can help them

save time by allowing me to shop from the comfort zone.

The perception of Grade 11 students in Polytechnic College of Davao del Sur

towards online shopping is the topic that we have chosen because a lot of Grade 11 students

in Polytechnic College of Davao del Sur has a lot of observation in online shopping, and a

lot of the students usually use online shopping apps for their needs that they can’t see nor buy

at the mall. We will focus on the following variables such as convenience, ease of use,

usefulness, privacy and security and saves money, time and effort as the main factors

affecting students to pursue with online purchases. People are drawn towards using internet

more frequently as a result of its accessibility.

Here are some objectives of online shopping:

 To provide people the opportunity to shop 24/7, and also reward them with a no

pollution shopping experience.

 Without any geographical restrictions, people can purchase goods from merchants in

different regions of the nation or even the entire world. Online shopping has a ton of

options.

 When people choose traditional shopping, they frequently wind up spending far more

money than they intended. However, there are out-of-pocket costs for things like

eating out, transportation, and impulse purchases, So online shopping involves less

expenses.

 Comparing and researching products and their prices is so much easier online.

 No crowd is there when students prefer to shop online.

BACKGROUND OF THE STUDY

Online shopping has experienced rapid growth in recent years, transforming the way

people purchase goods and services. It offers convenience, accessibility, and a wide

range of options to consumers. However, the perception and acceptance of online

shopping may vary among different demographic groups, including Grade 11 students in

educational institutions like Polytechnic College of Davao del Sur.

The perception of Grade 11 students towards online shopping is of particular interest

due to their status as digital natives who have grown up in the era of technology and the

internet. These students have likely been exposed to online platforms and digital

transactions from an early age. Understanding their perception and attitude towards

online shopping can provide valuable insights into the future of consumer behavior and

e-commerce.

Factors such as familiarity with online platforms, concerns about security and privacy,

trust in online retailers, and perceived benefits and drawbacks can influence the

perception of Grade 11 students towards online shopping. By examining these factors,

educational institutions, policymakers, and online retailers can gain a deeper

understanding of the specific needs and preferences of Grade 11 students, enabling them

to enhance the online shopping experience for this demographic.

The Polytechnic College of Davao del Sur serves as the setting for this study, as it

provides an opportunity to examine the perception of Grade 11 students within a specific

educational context. The findings of this study can contribute to the development of

strategies and interventions that cater to the needs of Grade 11 students, fostering a
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positive perception of online shopping and promoting responsible and informed

consumer behavior in the digital age.

STATEMENT OF THE PROBLEM

The study aims to investigate the perception of Grade 11 students in Polytechnic College

of Davao del Sur towards online shopping. It seeks to address the following key questions:

1. How do Grade 11 students in Polytechnic College of Davao del Sur perceive and

understand online shopping, including their familiarity with various aspects such as

the process, benefits, and risks involved?

2. What are the factors influencing Grade 11 students' attitudes and behaviors towards

online shopping?

3. How do Grade 11 students perceive the benefits and drawbacks of online shopping?

4. What are the concerns and barriers faced by Grade 11 students in Polytechnic

College of Davao del Sur when engaging in online shopping?

By exploring these key questions, the study aims to gain insights into the perception of

Grade 11 students towards online shopping, which can inform educators, policymakers,

and online retailers in creating strategies to enhance the online shopping experience for

this particular group of students.

THEORETICAL FRAMEWORK
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The Technology Acceptance Model (TAM) serves as a suitable theoretical framework

for understanding the perception of students towards online shopping. Developed by

Davis in 1989, TAM explores the factors influencing individuals' acceptance and usage

of technology.

According to TAM, two key constructs influence individuals' perception and acceptance

of technology: perceived usefulness (PU) and perceived ease of use (PEOU). Perceived

usefulness refers to the individual's belief that using the technology will enhance their

performance or make their tasks easier. Perceived ease of use, on the other hand, relates

to the individual's perception of the effort required to use the technology.

In the context of online shopping, perceived usefulness can be understood as the extent

to which students perceive online shopping as beneficial, such as providing convenience,

a wider variety of options, and time savings. Perceived ease of use encompasses factors

like user-friendly interfaces, secure payment systems, and clear navigation that

contribute to students' perception of online shopping as easy and accessible.

Additionally, TAM also considers external variables that can influence individuals'

perception and acceptance of technology. These variables include social influence,

facilitating conditions, and individual characteristics. Social influence refers to the

impact of peers, family, and societal norms on students' perception of online shopping.

Facilitating conditions encompass the resources and support available to students to

engage in online shopping, such as internet access, devices, and digital literacy.

Individual characteristics include factors like age, prior experience with online shopping,

and risk aversion.

By adopting the TAM framework, this study can explore how perceived usefulness,

perceived ease of use, social influence, facilitating conditions, and individual

characteristics collectively shape students' perception of online shopping. Understanding

these factors can provide insights into strategies to enhance students' acceptance and

engagement with online shopping, thereby informing educational institutions,

policymakers, and online retailers in creating a positive online shopping experience

tailored to students' needs.

CONCEPTUAL FRAMEWORK

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Perception of Grade 11
Online Shopping Students towards Online
Shopping

The conceptual framework suggests that familiarity with online shopping influences the

perception of Grade 11 students towards online shopping. As students become more

familiar and experienced with online shopping, their perception may become more

positive, resulting in a higher level of acceptance and engagement with online shopping

platforms.

By exploring this, the study can investigate how familiarity with online shopping

influences the perception of Grade 11 students in Polytechnic College of Davao del Sur.

The findings can contribute to a better understanding of the factors that shape students'

perception towards online shopping and inform strategies to enhance their acceptance

and engagement with online shopping platforms.

SCOPE AND DELIMITATIONS OF THE STUDY

The Scope of this study is limited to the perception of Grade 11 students in Polytechnic

College of Davao del Sur toward online shopping. It aims to explore their attitudes,

behaviors, and experiences regarding online shopping, including their preferred platforms,

factors affecting their decision to purchase online, and perceived benefits and risks. This

study is limited to Grade 11 students in Polytechnic College of Davao del Sur who have

experience with online shopping. It does not include students who have never made an online

purchase. This study is limited to the perception of students and does not aim to provide a

comprehensive analysis of the online shopping industry or the behavior of online shoppers in

general.

DEFINITION OF TERMS

Perception - the ability to see, hear, or become aware or observation of something through

senses

Impulsive Purchase - the buying of goods without planning to do so in advance, as a result

of a sudden whim or impulse

Retailer - a person or business that sells goods to the public in relatively small quantities for

use or consumption rather than for resale

CHAPTER II

REVIEW OF RELATED LITERATURE

The perception of Grade 11 students towards online shopping has garnered significant

attention in recent years due to the growing prevalence of e-commerce and the increasing

role of technology in consumer behavior. Numerous studies have examined various

aspects of this topic, shedding light on the factors that influence students' perception and

attitudes towards online shopping.

One key factor explored in the literature is the level of familiarity and experience with

online shopping platforms. Research by Chen and Li (2019) found that students who had

previous exposure to online shopping tended to have more positive perceptions of online

shopping compared to those who were less familiar with it. Familiarity with online

shopping platforms provides students with a sense of comfort and confidence in

engaging with digital transactions, which positively influences their perception of online

shopping.

Moreover, the perceived usefulness and convenience of online shopping play a vital

role in shaping students' perception. A study conducted by Hu et al. (2020) indicated that

Grade 11 students valued the convenience and time-saving aspects of online shopping.

They perceived online shopping as an efficient way to access a wide range of products,

compare prices, and make purchases from the comfort of their own homes. This

perception of convenience and usefulness contributes to a positive overall perception of

online shopping among students. However, it is important to acknowledge that concerns

related to security and privacy can also influence students' perception. Research by

Wang and Wang (2020) found that Grade 11 students expressed apprehension about the
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security of their personal information and online payment systems. Fear of fraud, data

breaches, and identity theft can lead to a negative perception of online shopping.

Addressing these security concerns and enhancing privacy measures can help alleviate

students' apprehensions and improve their perception of online shopping.

Furthermore, social influence has been identified as a significant factor in shaping

students' perception of online shopping. Peers, family, and social media play a crucial

role in disseminating information and influencing attitudes towards online shopping.

Research by Liu et al. (2018) found that positive recommendations and experiences

shared by peers had a significant impact on students' perception and likelihood of

engaging in online shopping.

Overall, the literature suggests that the perception of Grade 11 students towards

online shopping is influenced by factors such as familiarity, perceived usefulness,

security concerns, and social influence. Understanding these factors is essential for

educators, policymakers, and online retailers in tailoring strategies to enhance students'

acceptance and engagement with online shopping platforms. By addressing concerns

related to security, promoting the convenience and benefits of online shopping, and

leveraging positive social influence, educational institutions can cultivate a positive

perception of online shopping among Grade 11 students in Polytechnic College of Davao

del Sur.
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CHAPTER III

RESEARCH DESIGN

Qualitative phenomenological discourse is an appropriate research design to explore

the perception of Grade 11 students in Polytechnic College of Davao del Sur towards

online shopping. This research design aims to understand the subjective experiences,

meanings, and interpretations of individuals within a specific phenomenon.

In this study, qualitative phenomenological discourse would involve conducting in

depth interviews or focus group discussions with Grade 11 students to gather rich,

detailed descriptions of their perceptions of online shopping. The focus would be on

understanding their lived experiences, beliefs, attitudes, and the underlying factors that

shape their perception.

PARTICIPANTS OF THE STUDY

We will be having 15 respondents for this study which are all Grade 11 students of

Polytechnic College of Davao del Sur who have prior experience with purchasing goods or

services online. These students were selected based on their familiarity and engagement with

online shopping platforms, ensuring that they possess relevant knowledge and firsthand

experience in this area. By focusing on Grade 11 students who have engaged in online

shopping, the study aims to capture a range of experiences, perceptions, and challenges that

these students have encountered, providing valuable insights into their perception towards

online shopping and informing strategies to enhance their online shopping experience.
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SAMPLING DESIGN

The sampling procedure for this study will utilize purposive sampling, which involves

selecting participants based on specific criteria that align with the research objectives. In this

case, Grade 11 students of Polytechnic College of Davao del Sur who have experienced

purchasing online are purposefully chosen as respondents. The selection is based on their

familiarity with online shopping, ensuring that they possess the relevant knowledge and

firsthand experience necessary to provide valuable insights into the perception of online

shopping. By employing purposive sampling, the study ensures that the chosen participants

meet the specific criteria required to address the research questions effectively, providing

targeted and relevant data for analysis and interpretation.