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STUDENT’S ADOPTION OF E-COMMERCE: A STUDY ON SHOPEE AND

TIKTOK PLATFORMS

A Thesis
Presented to
The Faculty of the College of Education
CEBU TECHNOLOGICAL UNIVERSITY
Dumanjug Extension Campus, Cebu

In Partial Fulfilment of
the Requirements for the Degree
BACHELOR OF TECHNOLOGY AND LIVELIHOOD EDUCATION
Major in Home Economics

EDDIELYN O. CARREON
FE MONIQE R. FABILLAR
JANETH M. RUBIO
CRISLYN B. TALABA
LADY HEART YBAÑEZ
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Table of Contents

CHAPTER I...................................................................................................................................1
THE PROBLEM AND ITS DESIGN...........................................................................................1
INTRODUCTION..........................................................................................................................1
Theoretical Basis....................................................................................................................4
Figure 1.................................................................................................................................4
Technology Acceptance Model..........................................................................................4
Statement of the Problem.......................................................................................................6
Hypotheses...............................................................................................................................7
Significance of the Study........................................................................................................8
RESEARCH METHODOLOGY.............................................................................................9
Research Design..................................................................................................................9
Flow of the Study..................................................................................................................10
Research Environment......................................................................................................11
Research Instrument.........................................................................................................12
Respondents.......................................................................................................................12
Data Gathering Procedure................................................................................................13
Treatment of Data..............................................................................................................14
Scoring Procedure.............................................................................................................15
Definition of Terms...................................................................................................................16
Bibliography..............................................................................................................................19
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CHAPTER I

THE PROBLEM AND ITS DESIGN

INTRODUCTION

The adoption of e-commerce among students has increased due to the

widespread use of digital platforms in everyday life. Shopee and TikTok are
popular because they mix shopping with social interaction, which appeals to
younger people. Shopee offers a fun shopping experience and low prices, which
attract budget-conscious students (Kim & Park, 2022). TikTok uses its algorithm
to show personalized product recommendations through short videos, leading to
spontaneous purchases (Chen & Wang, 2022).

Social media and peer reviews greatly influence students' buying

decisions on these platforms, as they often trust their peers' experiences (Li &
Zhang, 2022). The convenience and variety offered by Shopee and TikTok make
them more attractive than traditional stores, driving their popularity among
students (Brown, 2021). Understanding these factors is important for businesses
targeting this tech-savvy market segment (Nguyen, 2020).

Studying students' use of e-commerce platforms like Shopee and TikTok

is crucial to understand their changing online shopping behaviors. As digital
natives, students are quick to adopt new technologies and set future trends in e-
commerce (Smith, 2022). These platforms also serve as social spaces where
peer influence and social validation are important in making purchase decisions
(Brown & Lee, 2021).

This research shows how social media and e-commerce are intertwined,
with entertainment and convenience being key factors for students' purchases
(Gonzalez & Harris, 2021). Businesses can use these insights to create better

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marketing strategies to engage young consumers (Nguyen & Tran, 2020). By

focusing on Shopee and TikTok, the study addresses the gap in understanding
how digital innovations affect consumer behaviour (Martinez & Clark, 2023).

The rise of e-commerce among students, especially on Shopee and

TikTok, brings both opportunities and challenges. One major issue is impulse
buying, as these platforms use techniques that encourage immediate purchases,
possibly leading to overspending (Jones & Salim, 2020). The convenience of
these platforms might also distract students from their studies, affecting their
academic performance (Lin & Lu, 2019).

Privacy and security concerns arise due to the collection of personal data
for targeted ads, leading to ethical issues (Chang & Yu, 2018). The influence of
social media influencers can also blur the line between genuine
recommendations and sponsored content, which might result in poorly informed
purchases (Lee & Hong, 2021). The lack of financial literacy among students can
worsen these negative effects, highlighting the need for education on responsible
online shopping (Lau & Cheung, 2017).

The framework for studying students' adoption of e-commerce platforms

like Shopee and TikTok combines various theories to provide a thorough
understanding. The Technology Acceptance Model (TAM) explains how
perceived ease of use and usefulness affect students' acceptance of these
platforms (Davis, 1989; Venkatesh & Bala, 2008). Social Influence Theory
highlights the impact of peer recommendations and social proof on students'
buying decisions (Ajzen, 1991; Li & Zhang, 2022). By integrating these theories,
the framework offers a comprehensive insight into what drives students to use e-
commerce on platforms like Shopee and TikTok.

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RELATED STUDIES (ako rani gi labelan niknak)

The background of student adoption of e-commerce on platforms like

Shopee and TikTok reveals a significant shift in online shopping behaviours
among university students. Akram et al. (2021) identify convenience, trust, and
social influence as critical factors driving online purchases among this
demographic. These elements underscore the increasing reliance of students on
digital platforms for their shopping needs, reflecting broader trends in e-
commerce adoption among younger generations (Akram et al., 2021). The
prominence of these factors highlights the evolving nature of consumer
behaviour in the digital age.

The relevance of this study is underscored by the engaging nature of

platforms like Shopee and TikTok. Wang et al. (2021) emphasize the importance
of perceived usefulness, confirmation of expectations, and playfulness in
fostering consumer satisfaction and continued use of livestream e-commerce.
This engagement is particularly relevant for university students, who are often
early adopters of new technologies and trends (Wang et al., 2021).
Understanding these dynamics is crucial for e-commerce platforms aiming to
capture and retain this valuable market segment.

Issues identified in the context of e-commerce adoption include impulsive

buying behaviour driven by engaging content. Lee and Chen (2022) highlight
TikTok's impact on impulsive buying behaviour, particularly through its
captivating Shopee Finds videos. This behaviour underscores potential
challenges related to financial management and the psychological impact of
impulsive spending among young consumers (Lee & Chen, 2022). Addressing
these issues is critical for creating sustainable e-commerce practices that benefit
both consumers and platforms.

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Theoretical frameworks supporting this research include the concepts of

perceived usefulness, confirmation of expectations, and playfulness. Wang et al.
(2021) discuss how these factors influence satisfaction and stickiness in
livestream e-commerce. This framework is essential for understanding how
students interact with e-commerce platforms and what drives their continued
engagement (Wang et al., 2021). These theoretical insights provide a foundation
for developing strategies to enhance user experience and satisfaction on
platforms like Shopee and TikTok.

Despite extensive research, there remains a gap in understanding the

specific factors that drive e-commerce adoption among university students on
platforms like Shopee and TikTok. A Kantar Profiles (2023) survey underscores
the preference of Southeast Asian Gen Z for e-commerce platforms, highlighting
digital literacy and ease of use as critical components for adoption. However,
more research is needed to explore the unique behaviours and motivations of
this demographic in greater detail (Kantar Profiles, 2023). Addressing this gap
will provide a more comprehensive understanding of e-commerce adoption
among university students.

In conclusion, while current studies provide valuable insights into the

factors influencing student e-commerce adoption, there is a need for more
focused research on the specific behaviours and motivations of university
students using platforms like Shopee and TikTok. This research will help develop
targeted strategies to enhance user experience, address impulsive buying
behaviour, and leverage the engaging nature of these platforms to foster long-
term consumer loyalty (Akram et al., 2021; Wang et al., 2021; Lee & Chen, 2022;
Kantar Profiles, 2023).

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Theoretical Basis

The Technology Acceptance Model (TAM) is a theory that explains how

users come to accept and use a technology (Davis, 1989). It suggests that the
actual use of a system is directly determined by the user's intention to use it,
which is influenced by their attitude and perceptions (Davis, 1989; Venkatesh &
Davis, 2000).

Perceived Usefulness

Intentions to Use Actual Use

Perceived Ease of Use

Figure 1.

Technology Acceptance Model

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The two key factors that determine a user's attitude and intention are
perceived usefulness (the degree to which the user believes the system will
improve their performance) and perceived ease of use (the degree to which the
user believes the system will be free of effort) (Davis, 1989; Venkatesh, 2000;
Venkatesh & Bala, 2008).

The Technology Acceptance Model (TAM) offers a valuable framework

for examining the adoption of e-commerce platforms among students. According
to TAM, the acceptance and use of technology are driven by perceived
usefulness and perceived ease of use (Davis, 1989). In other words, students are
more inclined to adopt and utilize platforms such as Shopee and TikTok if they
believe these platforms enhance their performance and are easy to use.

Perceived Usefulness

Intentions to Use

Perceived Ease of Use

Gender Actual Use

Figure 2.

Proposed Model

Applying TAM to our research will enable us to analyze how students view
the usefulness and ease of use of these platforms and how these views influence
their intention to adopt them. This approach can yield valuable insights into the

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determinants of e-commerce platform adoption among students and guide

strategies to encourage their use.

Statement of the Problem

This study aims to evaluate the adoption and usage of e-commerce

platforms, particularly Shopee and TikTok, among students enrolled in the
College of Education at CTU Dumanjug Extension Campus during the academic
year 2024-2025. Specifically, the research seeks to address the following
questions:

1. What is the socio-demographic profile of the respondents in terms of:

1.2 Gender distribution

2. What are the key factors influencing the adoption of Shopee and TikTok as
described by the Technology Acceptance Model (TAM)?

2.1 Perceived Usefulness

2.2 Perceived Ease of Use

2.3 Intention to Use

2.4 Actual Use

3. How do perceived usefulness, ease of use, and intention to use correlate with
actual system usage on Shopee and TikTok?

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3.1 How does perceived usefulness of Shopee and TikTok correlate with
the actual system usage among users?

3.2 What is the relationship between perceived ease of use and actual
system usage on Shopee and TikTok?

3.3 How does intention to use Shopee and TikTok influence the actual
system usage?

4. Based on the findings, what techno guide can be crafted?

Hypotheses

H1: The adoption and usage patterns of Shopee and TikTok vary
according to the gender of the students.

H2: Perceived usefulness enhances the intention to use Shopee and

TikTok among students.

H3: Perceived ease of use boosts the intention to use Shopee and TikTok
among students.

H4: Perceived usefulness increases the actual usage of Shopee and

TikTok among students.

H5: Perceived ease of use enhances the actual usage of Shopee and
TikTok among students.

H6: The intention to use influences the actual usage of Shopee and
TikTok among students.

H7: There is a positive correlation between perceived usefulness and the

actual system usage of Shopee and TikTok.

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H8: There is a positive correlation between perceived ease of use and the
actual system usage of Shopee and TikTok.

H9: There is a positive correlation between the intention to use and the
actual system usage of Shopee and TikTok.

Significance of the Study

Business. Understanding the distinctions and commonalities between Shopee

and TikTok as online shopping platforms is essential for businesses aiming to
refine their e-commerce strategies. This study offers detailed insights into user
experiences, engagement methods, and conversion rates on these platforms.
Companies can utilize this information to strengthen their presence on both
platforms, customize their marketing strategies to fit each platform's unique
attributes, and boost their sales and market reach. By identifying which platform
aligns better with their target audience, businesses can allocate resources more
efficiently and achieve a higher return on investment (ROI).

Education. This study illuminates how students interact with and use various
online shopping platforms, showcasing their digital literacy and online
behaviours. Educators can leverage these insights to integrate practical
examples of e-commerce and digital marketing into their curriculum. This
approach not only aids students in comprehending the mechanics of online
shopping but also equips them with essential skills to navigate and effectively
utilize these platforms. Moreover, the study can guide the development of
educational content and tools that resonate with students' online habits, thereby
enhancing the relevance and effectiveness of digital learning materials.
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Economy. The comparative analysis of Shoppe and TikTok provides valuable

data on consumer spending patterns, preferences, and behaviours across
different e-commerce platforms. This information is essential for understanding
the broader economic impact of online shopping trends. Policymakers and
economic analysts can use these insights to predict market movements, develop
economic strategies, and support the growth of the digital economy. By
recognizing which platform drives more significant economic activity,
stakeholders can better understand the dynamics of online consumerism and its
implications for future.

Society. This study offers a window into the evolving online shopping behaviors
of students, reflecting broader societal trends in technology use and
consumerism. By understanding why students prefer one platform over another,
we can gain insights into societal values, lifestyle shifts, and the impact of social
media on purchasing decisions. This knowledge can inform community
programs, social marketing campaigns, and initiatives aimed at promoting
responsible and informed online shopping habits. It also sheds light on the
cultural and social factors that influence digital engagement among young
people.

Government. For government bodies and regulatory authorities, the findings of

this study are critical in shaping policies that ensure a safe, fair, and equitable
online shopping environment. By comparing the strengths and weaknesses of
Shoppe and TikTok as e-commerce platforms, the study can highlight areas
where regulatory oversight is needed. This includes issues related to data
privacy, consumer protection, and fair trading practices. Policymakers can use
this information to develop regulations that protect consumers, particularly young
shoppers, and foster a trustworthy digital marketplace.

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RESEARCH METHODOLOGY

Research Design

This study uses a quantitative approach to examine how students at CTU

Dumanjug Extension Campus use Shopee and TikTok during the 2024-2025
academic year. By collecting numerical data through surveys, the study aims to
understand students' behaviours, usage patterns, and satisfaction levels with
these e-commerce platforms. This method helps provide detailed insights into
how students interact with Shopee and TikTok.

Flow of the Study

The study begins by collecting socio-demographic data from students at

CTU Dumanjug Extension Campus. This includes information on gender
distribution and other demographic factors. Next, the study applies the
Technology Acceptance Model (TAM) to examine the key factors influencing the
adoption of Shopee and TikTok, including perceived usefulness, ease of use,
intention to use, and actual use.

The study then analyzes the correlations between these factors and actual
system usage on Shopee and TikTok. The findings will provide insights into how
students interact with these platforms and inform strategies for optimizing e-
commerce platforms and enhancing user experiences.

INPUT PROCESS OUTPUT

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1. What is the socio-demographic

 Transmittal Letter
profile of the respondents in terms
 Understanding
of:
Student’s
1.2 Gender distribution adoption of
ecommerce
2. What are the key factors
platforms.
influencing the adoption of Shopee
 Data Analysis
and TikTok as described by the
and Interpretation
Technology Acceptance Model
(TAM)?

2.1 Perceived Usefulness

2.2 Perceived Ease of Use

2.3 Intention to Use

2.4 Actual Use

3. How do perceived usefulness,

ease of use, and intention to use
correlate with actual system usage
on Shopee and TikTok?

Figure 3.

Research Environment

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The study took place at the College of Education, Cebu Technological

University (CTU) Dumanjug Extension Campus in Dumanjug, Cebu, Philippines.
This location was chosen because it represents a typical college setting where
students are highly engaged with digital technology and online shopping. During
the academic year 2024-2025, we used the campus's multi-purpose rooms for
conducting surveys with minimal disruption to student activities.

We selected this campus because its students regularly use online

platforms like Shopee and TikTok, making them ideal participants for
understanding user experiences on these platforms. The familiar campus
environment helped students feel comfortable, ensuring honest and accurate
responses about their online shopping behaviors and preferences.

Conducting the study here also provided practical insights into how
students, as digital natives, interact with e-commerce platforms. This information
is crucial for understanding how young people engage with digital shopping and
helps inform strategies to improve their online shopping experience.

Research Instrument

To evaluate students' adoption and usage on Shopee and TikTok, the

researchers utilized a structured survey questionnaire. This tool was designed to
collect quantitative data on key aspects such as online shopping behaviors, trust
in transactions, and perceptions of each platform. The questionnaire was divided
into sections that included demographic information, details about online
shopping habits, trust levels in Shopee and TikTok, and overall impressions of
each platform’s user-friendliness and attractiveness. Questions were crafted to
directly support the study’s goal of understanding how students engage on online
shopping specifically on Shopee and TikTok, ensuring each question was
relevant and aligned with the research objectives.

Respondents

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The study involved 100 students from the College of Education at Cebu
Technological University (CTU) Dumanjug Extension Campus, selected to
provide insights for the “STUDENT’S ADOPTION OF E-COMMERCE: A STUDY
ON SHOPEE AND TIKTOK PLATFORMS." A systematic sampling method was
used to ensure a balanced representation, with 50 students each from the
Bachelor of Elementary Education (BEED) and Bachelor of Technical Livelihood
Education (BTLED) programs. These participants, who were actively enrolled
during the academic year 2024-2025 and consistently involved in campus
activities, were chosen to shed light on their online shopping behaviours and
preferences. This approach aimed to uncover factors influencing their e-
commerce choices and experiences on Shopee and TikTok, enhancing the
understanding of e-commerce adoption among students in this educational
setting.

Data Gathering Procedure

The data gathering process for our study, " STUDENT’S ADOPTION OF
E-COMMERCE: A STUDY ON SHOPEE AND TIKTOK PLATFORMS," will
commence with obtaining approval from the administration of Cebu
Technological University Dumanjug Extension Campus, particularly from the
Campus Director’s Office, for conducting a survey on student adoption of e-
commerce.
Once approval is secured, the researchers will distribute printed
questionnaire papers to all eligible respondents, including Bachelor of
Technology and Livelihood Education (BTLED) and Bachelor of Elementary
Education (BEED) students enrolled in various disciplines for the academic year
2024-2025.

These questionnaire papers will be delivered directly to designated

classrooms or with the assistance of instructors during class hours. Students will

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receive clear instructions regarding the study's purpose, the significance of their
participation, and the confidentiality of their responses.

Students will have sufficient time to complete the questionnaire at their

convenience. Researchers will be available to address any queries or concerns
raised by respondents during the data collection process, ensuring clarity and
accuracy of responses.

After collecting the data, thorough analysis using appropriate statistical

techniques will be conducted. The findings will be evaluated to draw meaningful
conclusions and insights regarding students' adoption of e-commerce at Cebu
Technological University, specifically focusing on their experiences with Shopee
and TikTok as online shopping platforms.

Treatment of Data

The treatment of data in the study " STUDENT’S ADOPTION OF E-

COMMERCE: A STUDY ON SHOPEE AND TIKTOK PLATFORMS" involves
meticulous collation, tallying, and statistical analysis of survey responses from
students at CTU Dumanjug Extension Campus. This quantitative research
design, as advocated by Li and Liu (2021), emphasizes the generation of
statistical insights into user behaviors and systematic comparisons between
different groups, as noted by Wong and Leung (2021). Survey responses were
categorized using a 5-point Likert scale and subjected to descriptive statistics,
including frequencies, mean scores, and weighted mean, to provide a
comprehensive understanding of user engagement, purchase behavior, and
satisfaction with both platforms. The scoring procedure, based on a defined scale
range, facilitates the interpretation of qualitative perceptions into quantifiable
metrics for statistical analysis. Through this rigorous data treatment, the study
aims to uncover significant differences in user experiences between Shopee and

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TikTok, offering empirical evidence to optimize e-commerce strategies based on

the platforms' respective strengths and weaknesses.

Scoring Procedure

A 5-point Likert scale was employed to measure the qualitative and

quantitative data obtained from the surveys. This scaling approach is
instrumental in translating subjective user experiences into quantifiable metrics,
facilitating statistical analysis and comparison.

Scaling Approach:
Scale Scale of Range Item Descriptive Rating

5 4.21-5.00 Always

4 3.41-4.20 Often

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Scale Scale of Range Item Descriptive Rating

3 2.61-3.40 Sometimes

2 1.81-2.60 Rarely

1 1.00-1.80 Never

Interpretation of the Scoring Procedure:

 "Always" (4.21-5.00): Indicates very frequent occurrences, suggesting

that students consistently engage with specific features or functionalities
of Shopee or TikTok, reflecting a high level of involvement and utilization
of these platforms in their online shopping experiences.
 "Often" (3.41-4.20): Reflects regular but not constant engagement,
pointing to frequent but varied interactions with different aspects of
Shopee or TikTok. This level of engagement indicates active participation
and usage patterns among the students.
 "Sometimes" (2.61-3.40): Represents moderate engagement, indicating
balanced use without a strong bias towards frequent or infrequent

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interactions. Students at this level may use Shopee or TikTok periodically,

incorporating these platforms into their online shopping routines.
 "Rarely" (1.81-2.60): Shows infrequent engagement, suggesting
minimal impact or relevance in their usage of specific features or
functionalities on Shopee or TikTok. This level of engagement may
indicate areas of the platforms that are underutilized or less appealing to
the students.
 "Never" (1.00-1.80): Indicates no engagement with particular aspects of
Shopee or TikTok, highlighting features or functionalities that students do
not utilize or find relevant to their online shopping experiences.

Definition of Terms

Actual Use (AU), as defined by Davis (1989), encompasses the observable

degree to which individuals engage with a system or technology in their daily
activities, providing empirical evidence of its integration and impact. According to
Venkatesh et al. (2003), AU represents the tangible manifestation of users'
interaction with a system, indicating the extent to which it is integrated into their
operational workflows and tasks. This construct serves as a measure of the
technology's effectiveness and adoption in practical settings, reflecting the real-
world utility and fulfilment of users' needs and objectives.

Attitude Toward Using (ATU), refers to the user's overall affective reaction to
utilizing a technology, as defined by Davis (1989). Fishbein and Ajzen (1975)
elaborate that this construct captures the user's evaluative feelings towards
engaging in specific behaviors facilitated by technology, reflecting their intrinsic
motivations and predispositions. According to Ajzen (1991), the attitude towards
using signifies the individual's cognitive and emotional appraisal of the
technology, influencing their intentions and subsequent actions. Davis (1989)
suggests that positive attitudes towards using a technology are conducive to its

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adoption and continued usage, whereas negative attitudes may hinder

acceptance and engagement. Overall, attitude towards using plays a crucial role
in shaping user behaviors and perceptions towards technology adoption (Davis,
1989).

Behavioral Intention to Use (BI), refers to the degree to which an individual has
formulated conscious plans to either engage with or refrain from using a
particular system or technology in the future, as outlined by Davis (1989). Ajzen
(1991) further emphasizes that BI encompasses the motivational factors
influencing a person's likelihood to perform specific actions, reflecting their
deliberate intentions and anticipated behaviors. According to Ajzen (1991), BI
serves as a precursor to actual behavior, indicating the individual's readiness to
adopt or reject the technology based on their perceptions and attitudes. Davis
(1989) suggests that higher levels of BI are associated with greater likelihood of
technology adoption and sustained usage over time, while lower levels may
indicate resistance or reluctance towards acceptance. Thus, BI serves as a key
determinant in predicting and understanding user behaviors and actions towards
technology adoption (Davis, 1989).

E-commerce (Electronic Commerce), refers to the buying and selling of goods

and services over the internet, encompassing various online commercial
activities such as online sales, electronic fund transfers, and digital marketing, as
defined by Laudon and Traver (2020). Chaffey (2019) further elaborates on this
concept, emphasizing the use of electronic systems and the internet to facilitate
commercial transactions, enabling businesses and consumers to engage in trade
without physical boundaries. This digital exchange of goods and services often
involves the transfer of money and data to execute transactions securely and
efficiently, transforming traditional commerce into a digital marketplace (Laudon
& Traver, 2020). E-commerce platforms provide virtual market spaces where
businesses can showcase their products and services, and consumers can
browse, select, and purchase items conveniently from their devices, contributing
to the global expansion of online trade (Chaffey, 2019). E-commerce has

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revolutionized the way businesses operate and interact with customers, offering
new avenues for market expansion and revenue generation in the digital era
(Laudon & Traver, 2020).

Perceived Ease of Use (PEOU), refers to the extent to which an individual

believes that interacting with a particular system or technology will be
straightforward and require minimal effort, as defined by Davis (1989). Gefen and
Straub (2000) further elucidate this concept, emphasizing the user's perception of
the ease with which they can navigate and utilize a system's functionalities.
PEOU reflects the user's subjective assessment of the system's usability and
intuitiveness, influencing their willingness to engage with it (Davis, 1989). Users
are more likely to adopt technologies that they perceive as easy to use, as it
reduces the cognitive burden associated with learning and operating the system
(Gefen & Straub, 2000). This construct plays a crucial role in technology
acceptance models, where perceived ease of use contributes significantly to
users' attitudes and behavioral intentions towards adopting new technologies
(Davis, 1989).

Perceived Usefulness (PU), is defined as the degree to which an individual

believes that using a particular system or technology would enhance their job
performance, as conceptualized by Davis (1989). Igbaria et al. (1995) further
elaborate on this construct, highlighting the user's perception of the system's
utility in facilitating their tasks and achieving their objectives. PU reflects the
user's subjective evaluation of the system's effectiveness in fulfilling their needs
and improving their productivity (Davis, 1989). Users are more inclined to adopt
technologies that they perceive as useful, as it offers tangible benefits and value
in their work or daily activities (Igbaria et al., 1995). This construct is a
fundamental component of technology acceptance models, where perceived
usefulness significantly influences users' attitudes and intentions towards
adopting new technologies (Davis, 1989).

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Horton, R. P., Buck, T., Waterson, P. E., & Clegg, C. W. (2001). Explaining intranet use with the
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