Online Shopping

PERCEIVED LEVEL OF CUSTOMER’S SATISFACTION TOWARDS
ONLINE SHOPPING
A Research Paper
Presented to
ACCOUNTACY BUSINESS AND MANAGEMENT DEPARTMENT
Mataasnakahoy Senior High School
Mataasnakahoy, Batangas
March 2019
APPROVAL SHEET
Inquiries, Investigation and Immersion

This research entitled PERCEIVED LEVEL OF CUSTOMER'S SATISFACTION
TOWARDS ONLINE SHOPPING, prepared and submitted by MARIA RICIELLE P.
CATAMCO, ANA MARIE R. SOLIS AND ABET D. BAUTISTA in partial fulfillment of
requirement in Inquiries, Investigation and Immersion, has been exclaimed and is
recommended for final defense.
KASSANDRA KAY K. DE ROXAS
Research Adviser
Accepted and passed by the examiners with a grade of _________.
Panel of Examiners
ARIANE A. ARIAS GRACE ANN C. CASUNDO
Member Member
Accepted and approved in partial fulfillment for the requirement of the subject Inquiries,
Investigation and Immersion.
RHODORA L. CAPISTRANO
Date Assistant Principal II
ABSTRACT

TITLE : Perceived Level of Customer’s Satisfaction
Towards Online Shopping
RESEARCHERS : Maria Ricielle P. Catamco
Ana Marie R. Solis
Abet D. Bautista
STRAND : Accountancy, Business and Management (ABM)
YEAR : 2019
RESEARCH ADVISER : Kassandra Kay K. De Roxas
The researcher used the descriptive research design and used simple random
sampling technique. The survey questionnaire was used in gathering data and after the
questionnaires have been accomplished, the results were tallied. The total population of
the chosen respondents is 528 and had a sample of 230. This research is all about the
perceived level of customer’s satisfaction in online shopping.
Online Shopping is a form of electronic commerce which allows consumers to directly
purchased products or services from a seller over the internet using the web browser.
Consumers can shop from any place and need not physically visit the shops/outlets for
shopping purposes. Therefore, even if the customer is staying in a remote area, they can
easily shop through the internet. However, consumers can visit different sites to have their
final choice. Hence, online shopping can provide unlimited choices to the consumer so
that can buy the products they need. With the help of the internet the customer can shop
anytime and anywhere they like

ACKNOWLEDGEMENT
We would like to extend our solemn gratitude to the following people and
organization that helped us to achieve and finish this piece of word.
Above all we wanted to thank our Almighty God for guiding us, for giving
inspiration, strength, and wisdom to make this research possible;
To our school Mataasnakahoy Senior High School that serves as a way for us to
learn to make a research paper;
To the authors of the books, articles, unpublished and published thesis, and other
sources that we used to fully understand our topic and interpret the data;
To our teachers, parents, siblings, friends, and our fellow researchers gave us
support and inspiration during the time of research.
Your moral is always recognizable with love and thanks.

DEDICATION
The piece of work is whole heartedly dedicated to those people who never give up
supporting, guiding and helped us to accomplish this study.
First of all we are whole heartedly thanking Almighty God on his guidance and the
nonstop courage and strength that he provides in every doing in our daily life.
To our parents that never give up in supporting, understand us and even in the financial
needs to make our research accomplished and valuable.
Mrs. Catamco
Mr. and Mrs. Solis
Mr. and Mrs. Bautista
And to those people who serve as our inspiration and became part of our research.
Our deepest gratitude is sincerely extended to all of you.
Godbless
From the researchers
M.R.C.
A.M.S.
A.B.

Table of Contents
Content
Title Page………………………………………………………………………………………….i
Approval Sheet………………………………………………………………………………......ii
Abstract..............................................................................................................................iii
Acknowledgement……………………………………………………………………………....IV
Dedication………………………………………………………………………………………...V
CHAPTER
I. INTRODUCTION
Background of the Study …………………………………….…………………1
Statement of the Problem……………………………………………………….2
Significance of the Study…………………………………………………….….3
Scope Delimitation of the Study…………………………………………….….3
II. REVIEW OF RELATED LITERATURE
Related Literature………………………………………………………………..4
Conceptual Framework…………………………………………………………7
Research Hypothesis…………………………………………………………...8
Definition of Terms……………………………………………….......................8
III. RESEARCH METHODOLOGY
Research Design…………………………………………………....................10
The Sample.................................................................................................11
Instrument…................................................................................................11
Data Collection Procedure…………………………………………………….12
Plan for Data Analysis………………………………………………………….13
IV. INTERPRETATION, ANALYSIS AND PRESENTATION OF DATA
Interpretation, Analysis and Presentation of Data…………………….........14

V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary of Findings…………………………………………………..….…. 21
Conclusions………………………………………………………………...…. 22
Recommendations………………………………………………………........ 23
REFERENCES
APPENDICES
Permission Letter
Research Instrument
Curriculum Vitae

CHAPTER I
INTRODUCTION
This chapter of the paper presents the problem and its setting. It includes the
background of the study, the statement of the problem, the significance of the study, and
the scope and delimitation of the study.
Background of the study
Online Shopping is a form of electronic commerce which allows consumers to
directly purchased products or services from a seller over the internet using the web
browser. Consumers can shop from any place and need not physically visit shops or
outlets for shopping purposes. Online shopping has a very important position in the 21st
century as most of the people are busy, having a hectic schedule. Hence, online shopping
became the easiest and most convenient for shopping. The Internet has changed the way
of consumer’s store and developed it into a global perspective. An online shop awakens
the physical similarity of buying products as well as services from the internet shop. The
process of shopping is called business-to-consumer online shopping. According to the
Statista (2018), 50% of online buyers in the Philippines stated that they only shopped
domestically while 45% of online shoppers stated that they shopped domestically and
cross-border and 5% shopped only cross-border.
While shopping, consumers spend time and effort to complete multiple tasks and
because today’s customer is more time-starved than ever, it is appropriate to consider the
benefits of providing online shopping convenience. Online retailers are certainly able to
supply more convenience, as store location becomes irrelevant and consumers may do
the shopping from any location (provided they have an Internet connection), 24 hours a
day, seven days a week (Beauchamp & Ponder, 2013).

The evolution of shopping has gone from malls and bazaars, to websites and easy
applications right at our finger tips. Avoid getting blisters on your feet after hours of walking
in malls and just sits back and scroll through items listed in online shops for easier and
more convenient way of shopping. There are top ten online websites in the Philippines
including, Lazada Philippines, Shopee, Zalora Philippines, OLX, and “Ayos Dito”, Shop
this Easy, Widget Easy, Good.ph, Keekay.ph, and WeeMall. The products that are sold
most are in the tech and fashion category, including mobile phones, ipads, accessories,
MP3 players, digital cameras and jewelry, electronic gadgets, apparel, home and kitchen
appliances, lifestyle accessories like watches, books, beauty products and perfumes, baby
products witnessed significant upward movement
STATEMENT OF THE PROBLEM
This study sought to determine the perceived level of customer’s satisfaction on
online shopping.
Specifically, it answers the following questions:
1. What is the demographic profile of the respondents in terms of:
1.1 Gender;
1.2 Age;
1.3 Grade level;
1.4 Strand
2. What are the effects of conveniences of online shopping to the customer’s satisfaction?
3. What are the effects of website design/features of online shops to the customer’s
satisfaction?
2
4. What are the effects of time saving while shopping online to the customer’s satisfaction?
5. What are the effects of having a security while shopping online to the customer’s
satisfaction?
6. What is the possible output or action plan of the study that can give some tips on how to
enjoy shopping online without worries?
Significance of the Study
This study aimed to measure the perceived level of customer’s satisfaction towards
online shopping of ABM, STEM, HUMSS and TVL strand from Mataasnakahoy Senior
High School.
This study will give information about online shopping convenience for online
sellers/shoppers, students, teachers, parents, and future researchers. This research can
help them to understand and to have a further knowledge about online shopping
convenience.
Scope and Delimitation
This study considered the student's perception of Online Shopping. All the
participants are given the same questionnaire to answer. This study focuses only on the
students of Mataasnakahoy Senior High School, the school year 2018-2019.
Some of the students of Mataasnakahoy Senior High School were used as the
respondents of this study. Its main purpose is to measure the perception of Online
Shopping. This research excluded students from other schools.
3
CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter presents the review of the literature, a conceptual framework, and
Definition of terms. The researcher made use of the local and foreign resources in order to
determine the similarities and differences of those studies with the present study.
Related Literature
As explained in the previous chapter, this research aims to provide students a
further knowledge about online shopping. Given the importance of Online Shopping which
is easy to shop on the internet, it can lessen the time to physically go shopping. Although
there are many countries who conducted this kind of study, the researcher decided to
conduct a study about the perceived level of customer’s satisfaction on online in the
Philippines.
According to the study by Bhatnagar et al., (2013), many people find that
online shops are more attractive because their lives are typically more time
constrained. Therefore, as people climb higher in their professional careers, the
demands on their time increase forcing them to look for retail formats, where they
have to spend their time as possible. As consumers want to go shopping and allocate
less time, their wish for convenience has grown and their attention has been
addressed to online shopping. The lack of consumer’s time results in a customer who
wishes to purchase goods and services that save them time and effort (Berry &
Cooper, 2015).
Moreover, online shopping is growing consistently year by year, with many
shoppers citing convenience as one of the main reasons for switching to online rather
than shopping in a physical store. Consequently, online convenience has been one of

the principal motivations underlying customer’s inclinations to adopt online purchasing
(Brown, 2001; Zhilin Yang et., al 2013). Due to exponentially rising business
opportunities, there are a number of services being offered on the internet. Online
shopping is one of the prominent services available that we can do through the
internet. Based on the study of Richa (2013) online shopping has an enormous
advantage for the consumers and also to the business houses that they may be able
to reach out to more consumers at least cost. It can be the stepping -stones to reach
the global world.
The increasing Internet penetration and availability of more payment options
boosted the e-commerce industry in 2013. E-commerce business in India is expected to
reach around $50-70 billion by 2020 on the back of a fast-growing internet-connected
population and improvement in related infrastructures like payment and delivery systems.
(DNA, 2014). Retailers have found a new type of consumer - one who considers the
concept of time as valuable as money. Because today’s consumer is more time-starved
than ever, it is appropriate to genuinely consider the benefit of online convenience to
consumers as a concept of extreme importance (Beauchamp & Ponder, 2013)
In this regard, Berry et al. (2014) have concluded that the greater the time costs
associated with a service, the lower the degree of consumers’ perceived service
convenience. The concept of effort-saving relates to the decrement of cognitive, physical,
and emotional activities that consumers must support to purchase goods and services
such as searching for product information, locating the product they wish to buy or
completing the checkout process. By saving customers time and energy, retailers increase
the value of their market offer. Since everyone has the ability to go shopping from their
house or their office, they are able to choose from a variety of products and services
available on the online shop and they can also easily compare the prices and engage in
5
online discussions with other consumers about the products and services they are
interested in. (Zhilin Yang., et al 2013).
However, the study conducted by Margarida Bernardo Ferreira (2016), found that,
compared to conventional in-store shopping, consumers perceive shop online as being
more convenient for purposes of access and search convenience, but not in terms of
transaction convenience. Understanding convenience will only be facilitated through an
examination of the existing literature review. Although it has been conceded that
convenience encompasses a number of dimensions, there has been no agreement on
what these dimensions are (Seiders et al., 2017). These authors also suggested some
ideas to offer customers convenient shopping, including strategies to improve the speed
and ease with which consumers can reach retailer; identify, select and obtain products;
and also to upgrade transactions. In accordance with what was claimed above, our study
argues that the consumers favor the retailers that save time and energy and be able to
maximize the speed of shopping and have long-lasting customer relationships. Although it
becomes crucial to better understand to have strategies in order to improve the
consumer’s online shopping experiences.
In addition, Berry et al., (2014), stated that access convenience is a deeply
important dimension of retail convenience, because if the consumer can’t access the
retailer, then they will never have the opportunity to obtain the desired product. The
retailers may upgrade access convenience by operating from a location that easy to get to,
close to most consumers, and close to other commonly visited stores. Moreover, online
retailers are able to provide access convenience, as the store location becomes irrelevant
and some consumers may shop from any location at any hour of the day. (Hofacker,
2016). The accessibility of websites is considered as the most important factor in order to
determine the consumer perceived online shopping convenience. (King & Liou, 2014).
6
According to the Ram L. Kumar et al.,, buying products from an online shop, e-
shop, e-store, internet shop, web shop, web store, online store, or virtual store is similar to
purchasing from a mail order catalogue. Online stores describe products for sale with text,
photos, and multimedia files. Typically the customer select items to be listed on an order
form known as a “shopping cart” and pays with accredit card or some form of electronic
payment. Some online stores provide or link to supplemental product information, such as
instructions, safety procedures, demonstrations, manufacturer specifications advice, or
how to guides.
Based on the New World Encyclopedia, online stores are available 24 hours a day,
and many consumers have internet access both at work and at home. A visit to a
conventional retail store requires travel and must take place during business hours. During
the holiday season and on weekends, shoppers in retail stores must contend with crowds
and long lines.
Conceptual Framework
Convenience
Website
Design/Features Customer’s Satisfaction
Time Saving
Security
FIGURE 1
Paradigm of the Study
7
The proposed conceptual framework associates the convenience, Website
Design/Features, Time saving, and the security and has a relationship on the customer'
satisfaction.
Research Hypothesis
H1- The convenience of online shopping has an effect to the customer’s satisfaction.
HO- The convenience of online shopping has no effect to the customer’s satisfaction.
H2- The website design/features of online shops has an effect to the customer’s
satisfaction.
HO- The website design/features of online shops have no effect to the customer’s
satisfaction.
H3- The time saving while shopping online has an effect to the customer’s satisfaction.
HO- The time saving while shopping online has no effect to the customer’s satisfaction.
H4- The security while shopping online has an effect to the customer’s satisfaction.
HO- The security while shopping online has an effect to the customer’s satisfaction.
Definition of Terms
The following terms were defined as they were used within the limits and context of
the study.
Accountancy, Business and Management (ABM) - strand that were taken by students
that deals with business, accounting and management.
https://www.edukasyon.ph/courses/senior-high-tracks/academic/abm-accountancy-
business-and-management-strand
Science, Technology, Engineering, and Mathematics (STEM)- is an educational
program developed to prepare primary and secondary students for college and graduate
study in the fields of science, technology, engineering, and mathematics.
https://whatis.techtarget.com/definition/STEM-science-technology-engineering-and-
mathematics
8
Humanities and Social Sciences (HUMSS)- This is for those who are considering taking
up journalism, communication arts, liberal arts, education, and other social science-related
courses in college.https://www.edukasyon.ph/courses/senior-high-tracks/academic/humss-
humanities-and-social-sciences-strand
Technical, Vocational and Livelihood (TVL)- is one of the two tracks offered in senior
high school; the other one is the Academic Track. http://www.nagacityguide.com/8-
reasons-to-consider-vocational-tvl-track-senior-high/
Online Shopping- the act of purchasing products or services over the internet.
http://www.businessdictionary.com/definition/online-shopping.html
Convenience- measure of time and effort wasted in purchasing a consumer product.(
Copeland, 1923)
Consumers- a person who purchases goods and services for personal use. (Scammell
Margaret, 2016)
9
CHAPTER III
METHODOLOGY
This chapter depicts the methods and procedures followed in data gathering. It
includes the research design, research sample, research instruments, data collection
procedure, and plan for data analysis
Research Design
The study used the descriptive research design to answer the research problem
and to measure the perceived level of customer’s satisfaction on online shopping of the
students of Mataasnakahoy Senior High School.
Subject of the Study
The respondents of the study are the students from Mataasnakahoy Senior High
School, school year 2018-2019. They are composed of five hundred-twenty eight students
(528) students and had a sample size of two hundred-thirty (230) students divided equally
into 14 sections.
SECTION FREQUENCY PERCENTAGE
Compassion 16 6.96%
Integrity 18 7.83%
Creativity 18 7.83%
Humility 19 8.26
Solidarity 19 8.26
Courage 15 6.52
Serenity 16 6.96
Resilience 17 7.39
Benevolence 19 8.26
Faith 19 8.26
Sincerity 19 8.26
Unity 19 8.26
Diligence 16 6.96
Peace 16 6.96
Total 230 100%
Table 1: Respondents Strand Distribution

The Sample
The researcher employed a simple random sampling technique where the students
of MSHS are the respondents. Moreover, a random sample proportionate to stratum size
was drawn. Given the total population, the researcher used a 95% confidence level and
5% margin of error. For sample size determination, the following formula was used.
Based on the given formula for sample size determination, the total population of
the chosen respondents is 528 and had the sample of 230.
Research Instrument
The researchers constructed a self-administered questionnaire that was used in
conducting a survey on the respondents. The questionnaires consist of the profile of the
respondents and their perception towards online shopping in terms of its conveniences,
website design/features, time-saving, and security. It has a five (5) parts, which composed
of twenty (20) questions to specify the necessary information. It served as the main
instrument in gathering data for it depicts the answers of the respondents:
11
Variable Number Of Questions Question Number Response Category
Part 1
1- Strongly Disagree
Convenience 4 1-4 2- Disagree
3- Agree
4-Strongly Agree
Part 2
Website
2- Disagree
5 5-9
3- Agree
Design/Features
4-Strongly Agree
Part 3
2- Disagree
Time- Saving 3 10-12
3- Agree
4-Strongly Agree
Part 4
2- Disagree
Security 3 13-15
3- Agree
4-Strongly Agree
Part 5
Customer’s
2- Disagree
5 15-20
3- Agree
Satisfaction
4-Strongly Agree
Table 2: Table Specification of the Questionnaire
Data Collection Procedure
The researchers personally administered the research instruments to the
respondents. They conferred and discussed the significance of the study and
accomplished the distribution of the instruments properly.
The respondents were given time to accomplish the forms to prevent them from giving
hasty responses. The researcher went to the section of ABM, STEM, HUMSS, and TVL on
collecting the accomplished questionnaires.
12
After the questionnaires have been accomplished, the results were tallied. These data
became the bases of analysis and interpretation.
Plan for Data Analysis
The researchers used the following statistics to interpret the data gathered:
The weighted mean was used in research as the total number of students who
respond consistently to specific number of questions. It was obtained by dividing the
number of the similar responses to the total number of participants, the earned answer
was multiplied by one-hundred percent (100%) to get the weighted mean.
Weighted Mean = Ʃwx/Ʃw
Ʃ = the sum of
w = the weights
x = the value
The composite mean was the total number of cumulative weighted mean in each
number. It was obtained by combining all the weighted mean and dividing it into the total
number of questions.
The ranking was used in the study as the order level of questions based on
participants’ answers. It ranks from the highest number of weighted mean to the lowest.
The study also used survey questionnaire with options from four (4) to one (1) that serves
as an option for the information gathered. The fourth option serves as the highest, followed
by three (3), two (2), until one (1) which is the lowest among the four. The weighted mean
used in the evaluation of data is defined based on the options written below:
OPTIONS INTERVAL VERBAL INTERPRETATION
4 3.5-4.0 Strongly Agree
3 2.5-3.49 Agree
2 1.5-2.49 Disagree
1 1.0-1.49 Strongly Disagree
Table 3: Data Verbal Interpretation Guide
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CHAPTER IV
INTERPRETATION, ANALYSIS AND PRESENTATION OF DATA
The chapter presents and describes the analysis of data followed by the discussion
of the research findings. The findings relate to the interview questions that guide the study.
The study is intended at determining the customer’s satisfaction towards online
shopping convenience, website design features, time saving and security. Also, the study
will confirm if the perception towards online shopping can satify the customers
Respondent’s Demographic Profile
Demographics Percent
Gender Male 42%
Female 58%
Age 15-18 76%
18 above 24%
Grade Level 11 43%
12 57%
Strand ABM 14%
STEM 16%
HUMSS 50%
TVL 20%
Table 4: Demographics
Most of the respondents of the study are female with a percentage of 58%, while
42% were answered by the male respondents. The respondents are 15-18 years old
(76%) and some are 18 above (24%). The Grade 12 students had a total of 132
respondents (57%) and from Grade 11 only had 98 respondents (43%).
Half of the respondents came from Humanities and Social Sciences with a total of
116 respondents (50%) , 47 respondents came from the Technology Livelihood Track
(20%), Science Technology Engineering Mathematics student respondents are only 35
14
(16%) , and 32 (14%) respondents came from Accountancy, Business, and Management
strand with a total of 230 respondents(100%).
Effects of conveniences of online shopping to the customer’s satisfaction
Item Weighted Mean Verbal Ranking

Interpretation
1. I get on-time delivery by shopping 2.84 Agree 4

online.
2. Detail information is available while 3.10 Agree 1
shopping online.
3. I can buy the products anytime 24 3.02 Agree 3
hours a day.
4. It is easy to choose and make 3.07 Agree 2
comparison with other products while
shopping online.
Composite Mean 3.01 Agree
Table 5: Convenience
Based on the table, most of the students agreed that detail information is
available while shopping online and as the customers, they satisfied with a kind of
convenient online shopping is. According to Ram L. Kumar et al., buying products from an
online shop, e-shop, e-store, internet shop, web shop, web store, online store, or virtual
store is similar to purchasing from a mail order catalogue. Online stores describe products
for sale with text, photos, and multimedia files. Typically the customer select items to be
listed on an order form known as a “shopping cart” and pays with accredit card or some
form of electronic payment. Some online stores provide or link to supplemental product
information, such as instructions, safety procedures, demonstrations, manufacturer
specifications advice, or how to guides.
Second, it is easy to choose and make comparison with other products while
shopping online. According to Zhilin Yang., et al 2013, since everyone has the ability to go
shopping from their house or their office, they are able to choose from a variety of
products and services available on the online shop and they can also easily compare the
15
prices and engage in online discussions with other consumers about the products and
services they are interested in.
Third, I can by products 24 hours a day. The New World Encyclopedia stated that
online stores are available 24 hours a day, and many consumers have internet access
both at work and at home. A visit to a conventional retail store requires travel and must
take place during business hours. During the holiday season and on weekends, shoppers
in retail stores must contend with crowds and long lines.
The fourth one is I get on time delivery while shopping online. Berry et al., (2014),
stated that access convenience is a deeply important dimension of retail convenience,
because if the consumer can’t access the retailer, then they will never have the
opportunity to obtain the desired product. The retailers may upgrade access convenience
by operating from a location that easy to get to, close to most consumers, and close to
other commonly visited stores. Moreover, online retailers are able to provide access
convenience, as the store location becomes irrelevant and some consumers may shop
from any location at any hour of the day
Effects of website design/features of online shops to the customer’s satisfaction
Item Weighted Mean Verbal Interpretation Ranking
1. The website design helps me in

3.25 Agree 1
searching the products easily.
2. While shopping online, I prefer to 3.21 Agree 2

purchase from a websites that provide
safety and ease of navigation and order.
3. The website layout helps me in 3.13 Agree 4
searching and selecting the right product.
4. I believe that familiarity with the 3.15 Agree 3

website before making actual purchase
reduce the risk of shopping online.
5. I prefer to buy from website that 3.06 Agree 5
provides me with quality information.
Table 6: Website Design/ Features
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This table shows that most of the respondents agreed that websites design of
online shops has an effect on the customer’s satisfaction.
Based on the table, respondents agree that the website design helps them in
searching the products easily with a weighted mean of 3.25. Then, rank 2 respondents
agreed that they prefer to purchase from a websites that provide them safety and ease of
navigation and order with a weighted mean of 3.21. Then, respondents agreed that
familiarity with the website before making actual purchase reduce the risk of shopping
online and it has a weighted mean of 3.15. Next, they also agreed that the website layout
helps them in searching for and selecting the right product with a weighted mean of 3.13
Then, rank 4 respondents agreed that they prefer to purchase from a webs11ites that
provide them safety and ease of navigation and order with a weighted mean of 3.21.
Lastly, respondents agreed that they prefer to buy from a website that provides them with
quality information and it ranks 5 with a weighted mean of 3.06.
According to Kim and Lee (2002), website design describes the appeal that user
interface design presents to customers. A good website must have acreative and attractive
design with appropriate content that allows the users to trust and interact effectively with
the sellers (Gefen, 2000; Wolfinbarger & Gilly, 2003). The characteristics of wesite
determine customer’s perception towards the online store. This perception is important
especially for the first-time users, and to impose the website reliability mind set among
users (Guo et al., 2012).
17
Effects of time-saving while shopping online to the customer satisfaction

Interpretation
1. Online shopping takes less time 3.12 Agree 3

to purchase.
2. Online shopping doesn’t waste 3.13 Agree 2
time.
3. I feel that it takes less time in 3.15 Agree 1
evaluating and selecting a product
while shopping online.
Table 7: Time-saving
Time-saving is one of the most influencing factors of online shopping. It refers to
the speed of the transaction, the time saved in not having to travel to retail stores, and in
not having to stand in long queues at these stores.
Based on the table presented, customers feel that it takes less time in evaluating
and selecting a product while shopping online. In this regard, Berry et al. (2014) have
concluded that the greater the time costs associated with a service, the lower the degree
of consumers’ perceived service convenience. The concept of effort-saving relates to the
decrement of cognitive, physical, and emotional activities that consumers must support to
purchase goods and services such as searching for product information, locating the
product they wish to buy or completing the checkout process. By saving customers time
and energy, retailers increase the value of their market offer. Since everyone has the
ability to go shopping from their house or their office, they are able to choose from a
variety of products and services available on the online shop and they can also easily
compare the prices and engage in online discussions with other consumers about the
products and services they are interested in.
Second, online shopping doesn’t waste time. According to the study by Bhatnagar
et al., (2013), many people find that online shops are more attractive because their lives
18
are typically more time constrained. Therefore, as people climb higher in their professional
careers, the demands on their time increase forcing them to look for retail formats, where
they have to spend their time as possible.
The last and the third one is Online shopping takes less time to purchase.
According to Berry & Cooper, (2015), as consumers want to go shopping and allocate less
time, their wish for convenience has grown and their attention has been addressed to
online shopping. The lack of consumer’s time results in a customer who wishes to
purchase goods and services that save them time and effort.
Effects of having a security while shopping online to the customer’s satisfaction

Interpretation
1. I feel safe and secure while 2.92 Agree 3

shopping online.
2. Online Shopping protects my 2.97 Agree 2

security.
3. I like to shop online from a 3.16 Agree 1

trustworthy website.
Table 8: Security
Based on the table, having security while shopping online has an effect on
customer’s satisfaction.
This table shows that rank 1 is the respondents like to shop from a trustworthy
website and it has a weighted mean of 3.16. Then, the respondents also agreed that
online shopping protects their security with a weighted mean of 2.97. Lastly, rank 3 is
respondents feel safe and secure while shopping online with a weighted mean of 2.92.
The information security protection during online transactions depends on how far
they understand their security level implemented by the seller. When customers found
19
security features (for example security policy, disclaimer, security guarantees, etc.) and
protection mechanism on seller’s website, they should know and perceive that the seller
has an intention to safeguard their information during online transactions (Kim et al.,
2009). Consequently, customer perception about security perception increases customer
trust of the vendor and also decreases the risks perceived by customers to make an online
transaction
20
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
This chapter presents the summary or the research work undertaken, the
conclusions drawn and the recommendations made as an outgrowth of this study.
This study was conducted for the purpose of determining the perceived level of
customer's satisfaction on online shopping. The descriptive method of research was
utilized and the normative survey technique was used for gathering data. The
questionnaires served as an instrument in collecting the data. The total population of the
chosen respondents is 528 and had a sample of 230. The inquiry was conducted during
the school year 2018-2019. Based on the results, most of the students agreed that
convenience, website design/features, time-saving, and security have a big effect on the
customer's perceived level of satisfaction.
The researchers want to answer the questions: What are the effects of the
convenience of online shopping to the costumer’s satisfaction? ; What are the effects of
website design/features of online shopping to the costumer’s satisfaction? ; What are the
effects of time-saving of online shopping to the costumer’s satisfaction?; What are the
effects of security of online shopping to the costumer’s satisfaction?
Summary of the Findings
Through this research, the researchers had these results.
1. On the first statement of the problem which is the convenience of online shopping
to the customer’s satisfaction? Most of them agreed that detail information is
available while shopping online, they are satisfied with a kind of convenient online
shopping is. According to Ram L. Kumar et al., buying products from an online
shop, e-shop, e-store, internet shop, web shop, web store, online store, or virtual

store is similar to purchasing from a mail order catalogue. Online stores describe
products for sale with text, photos, and multimedia files.
2. On the second statement of the problem, the respondents agreed that the website
design helps them in searching the products easily. According to Kim and Lee
(2002), website design describes the appeal that user interface design presents to
customers. A good website must have a creative and attractive design with
appropriate content that allows the users to trust and interact effectively with the
sellers (Gefen, 2000; Wolfinbarger & Gilly, 2003).
3. On the third statement of the problem, customers feel that it takes less time in
evaluating and selecting a product while shopping online. In this regard, Berry et al.
(2014) have concluded that the greater the time costs associated with a service,
the lower the degree of consumers’ perceived service convenience.
4. On the fourth statement of the problem, the respondents like to shop from a
trustworthy website. The information security protection during online transactions
depends on how far they understand their security level implemented by the seller.
When customers found security features (for example security policy, disclaimer,
security guarantees, etc.) and protection mechanism on seller’s website, they
should know and perceive that the seller has an intention to safeguard their
information during online transactions (Kim et al., 2009).
Conclusion
From the results of this study, the researchers form the following conclusion:
1. There is a high level of customer satisfaction in terms of website design/ features,
time-saving, convenience, and security of online shops.
2. Online Shopping is convenient because it is one of main reasons for switching to
online rather than shopping in a physical store.
Inquiries, Investigation and Immersion 22

3. Online convenience has been one of the principal motivations underlying
customer’s inclinations to adopt online purchasing.
Recommendation
1. For online shoppers, they must be aware of sites and apps that only accept money
orders, wire transfers, or checks. They must use a secure payment method. A payment
gateway supports many payment methods to ensure the security of confidential data of
buyer and merchant both. These payment methods are credit or debit card, net banking,
and some alternative electronic payments to make sure that they have security while
shopping online.
2. For the retailers, they should be careful about some factors of online shopping such
as being unable to access the website and long delays in completing online orders. They
must understand that customer service can make or break their business. They must fix
the problem as soon as possible in order for them to have the trust of their customers.
3. They must be more concerned about delivery times and delivery charge. Sometimes it
causes some misunderstanding between the seller and customers because failing to meet
their expectations can result in loss of the business and negative brand perception.
4. The researchers recommended an infographic having some tips on how to enjoy
shopping online without worries and how to identify if shops are a scam. This may help
them to be more aware of the online shops that they are browsing.
23
References
Beauchamp & Ponder (2013). Perception of retail convenience for in-store and online
shoppers. Retrieved from http://www.mmaglobal.org/MMJ-Archive/Spring-
2010/47035-0MMA.pdf#page=55
Berry & Cooper, (2015). Technical entrepreneurship, strategic awareness and corporate
transformation in small high-tech firms. Retrieved from
https://www.sciencedirect.com/science/article/pii/0166497296000569
Berry et al. (2014). Managing the total customer experience. Retrieved from
https://www.researchgate.net/profile/Lewis_Carbone/publication/266277275_Mana
ging_the_Total_Customer_Experience_Managing_the_Total_Customer_Experienc
e/links/55929abc08ae16f493ee285f.pdf
Bhatnagar et al., (2013). On risk, convenience, and internet shopping behavior. Retrived
from https://cacm.acm.org/magazines/2000/11/7517-on-risk-convenience-and-
internet-shopping-behavior/abstract.
Brown, (2001); Zhilin Yang et., al (2013). Measuring consumer perceptions of online
shopping convenience. Journal of Service Management, Vol. 24 Issue: 2, pp.191-
214,
Copeland (1923). Relation of consumers’ buying habits to marketing methods. Retrieved
fromhttp://people.loyno.edu/~nmstraig/mkt%20science%20articles/copeland%2019
23.pdf
DNA (2014). Measuring consumers perception. Retrived from
https://www.researchgate.net/profile/Lewis_Carbone/publication/266277275_Mana
ging_the_Total_Customer_Experience_Managing_the_Total_Customer_Experienc
e/links/55929abc08ae16f493ee285f.pdf
Hofacker ( 2016).Hedonic and utilitarian motivations for online retail shopping behavior
Retrieved from .
https://www.sciencedirect.com/science/article/abs/pii/S0022435901000562
King & Liou, 201). An emprirical study of the uptake of performance measurement by
internet retailers. Internet Research, Vol. 18 Issue: 4, pp.361-
381, https://doi.org/10.1108/1066224081089
Louden and Bitta (2013). Consumer Behavior and its influence on consumer rights
violations. Issue 7, p222-229. 8p
mathematics
Margarida Bernardo Ferreira (2016), Measuring consumer perceptions of online shopping
convenience. Retrieved from
file:///C:/Users/ASUS/Documents/Trabalho%20Final%20de%20Mestrado%20-
%20Margarida%20Bernardo%20Ferreira.pdf
Ram L. Kumar et al.,”User interface features influencing overall ease of use and
personalization,” Information & Management 41 (2004): 289-302
Richa (2013). Online shopping advantage for consumers. Retrieved from

Seiders et al., (2017). Retaining customers with shopping convenience.Retrieved from
https://www.tandfonline.com/doi/abs/10.1080/15332660903344644.
Scammel, Margaret. “Citizen consumers towards a new marketing of politics” p-6.
Rouse (2013). STEM (science, technology, engineering, and mathematics). Retrieved from
mathematics
Cacao (2014). Humanities and Social Sciences (HUMSS) Strand. Retrieved from
https://www.edukasyon.ph/courses/senior-high-tracks/academic/humss-
humanities-and-social-sciences-strand
Bhenks (2016), 8 Reasons to Consider the Vocational or TVL Track in Senior High
Retrieved form http://www.nagacityguide.com/8-reasons-to-consider-vocational-tvl-
Track-senior-high/
Pimsleur (2015). Business Dictionary .Retrieved form.
http://www.businessdictionary.com/definition/online-shopping.html
Rodriguez (2016). Cambridge Dictionary. Retrieved from
http://www.dictionary.cambridge.org/us/dictionary/enlish/consumer
Statista (2018). Retrieved form http://www.statista.com/statistics/899157/philippines-
shoppers-purchasing-domestically-and-cross-border/

February 26, 2019
Assistant Principal II
Mataasnakahoy Senior High School
Madame:
The undersigned are conducting a research on Perceived Level of Customer’s

Satisfaction towards Online Shopping. We have thought conducting survey
questionnaire so as to determine the Perceived Level of Customer’s Satisfaction towards
Online Shopping
In line with this, may we ask your permission to let us use the results of the test as data in
our study. Rest assured that all the information or data from the test results shall be kept
confidential.
Thank you very much and God Bless.
Respectfully yours,
Maria Ricielle P. Catamco

Group Leader
Noted by:
Kassandra Kay K. De Roxas

Research Adviser
Approved by:
Assistant Principal II

Dear Respondents,
Good day! We are students of ABM 12 – SERENITY and as a requirement for our subject “Inquires, Investigation
and Immersion”; we are currently conducting a survey about the Perceived Level of Customers Satisfaction
Towards Online Shopping
In line with this, we have chosen you to be one of our respondents of this study and we hope that you will take
time answering the questions honestly. Rest assured that all the data gathered will be used for academic purposive
only.
Thank you for your support and cooperation. God Bless!
- The Researchers
Name: (Optional)
Age: 16-18 18 above
Gender: Male Female
Grade level: 11 12
Strand: ABM STEM HUMSS TVL
Direction: Put a mark (/) on the listed perceived level of customer’s satisfaction towards online shopping. Use the given option below.
4 – Strongly Agree
3 – Agree
2 – Disagree
1 – Strongly Disagree
ITEMS 4 3 2 1
CONVENIENCE
1. I get on-time delivery by shopping online.
2. Detail information is available while shopping online.
3. I can buy the products anytime 24 hours a day.
4. It is easy to choose and make comparison with other products while shopping online.
WEBSITE DESIGN/FEATURES
5. The website design helps me in searching the products easily.
6. While shopping online, I prefer to purchase from a websites that provide safety and
ease of navigation and order.
7. The website layout helps me in searching and selecting the right product.
8. I believe that familiarity with the website before making actual purchase reduce the
risk of shopping online.
9. I prefer to buy from website that provides we with quality information.
TIME SAVING
10. Online shopping takes less time to purchase.
11. Online shopping doesn’t waste time.
12. I feel that it takes less time in evaluating and selecting a product while shopping
online.
SECURITY
13. I feel safe and secure while shopping online.
14. Online Shopping protects my security.
15. I like to shop online from a trustworthy website.
CUSTOMER’S SATISFACTION
16. I am generally satisfied with the service quality among online shops.
17. The speed of delivery is very important to me.
18. The price is important when I’m shopping online.
19. The service quality of sellers is important.
20. I will buy the products again from the same shop if I am satisfied with it.

CATAMCO, MARIA RICIELLE P.
Brgy. San Sebastian, Mataasnakahoy, Batangas
Mobile No. : 0907-010-4482
E-mail Address : mariaricielle@gmail.com
Age : 17
Birthday : July 22, 2001
Birthplace : Brgy. San Sebastian, Mataasnakahoy, Batangas
Gender : Female
Height : 5’2”
Weight : 45
Status : Single
Citizenship : Filipino
Religion : Roman Catholic
Name of Father : Edgardo A. Catamco
Name of Mother : Merline P. Catamco
EDUCATIONAL ATTAINMENT
SECONDARY : Balete National High School
Poblacion, Balete Batangas
PRIMARY : Kinalaglagan Elementary School
Brgy. Kinalaglagan, Mataasnakahoy, Batangas

SOLIS, ANA MARIE R.
Brgy. Calingatan, Mataasnakahoy, Batangas
Mobile No. : 0927-370-5968
E-mail Address : anabelssolis@gmail.com
Age : 18
Birthday : August 21, 2000
Birthplace : Brgy. IV, Mataasnakahoy, Batangas
Gender : Female
Height : 4’11”
Weight : 38
Status : Single
Religion : Born Again Christian
Name of Father : Mario O. Solis
Name of Mother : Marilou R. Solis
SECONDARY : Bayorbor National High School
Bayorbor, Mataasnakahoy Batangas
PRIMARY : Paaralang Sentral ng Mataasnkahoy
Brgy. IV, Mataasnakahoy, Batangas

BAUTISTA, ABET D.
Brgy. Loob, Mataasnakahoy, Batangas
Mobile No. : 0977-369-5705
E-mail Address : bautistaabet08@gmail.com
Age : 18
Birthday : September 11, 2000
Birthplace : Brgy. Loob, Mataasnakahoy, Batangas
Gender : Male
Height : 5’8”
Weight : 53
Status : Single
Religion : Roman Catholic
Name of Father : Rodolfo A. Bautista
Name of Mother : Lily D. Bautista
SECONDARY : Mataasnakahoy National High School
F. Silva Street, Mataasnakahoy Batangas
PRIMARY : Loob Elementary School
Brgy. Loob, Mataasnakahoy, Batangas

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PERCEIVED LEVEL OF CUSTOMER’S SATISFACTION TOWARDS

Inquiries, Investigation and Immersion

TOWARDS ONLINE SHOPPING, prepared and submitted by MARIA RICIELLE P.

CATAMCO, ANA MARIE R. SOLIS AND ABET D. BAUTISTA in partial fulfillment of

requirement in Inquiries, Investigation and Immersion, has been exclaimed and is

recommended for final defense.

KASSANDRA KAY K. DE ROXAS

Accepted and passed by the examiners with a grade of _________.

ARIANE A. ARIAS GRACE ANN C. CASUNDO

Investigation and Immersion.

Date Assistant Principal II

Inquiries, Investigation and Immersion

Towards Online Shopping

RESEARCHERS : Maria Ricielle P. Catamco

Ana Marie R. Solis

STRAND : Accountancy, Business and Management (ABM)

RESEARCH ADVISER : Kassandra Kay K. De Roxas

perceived level of customer’s satisfaction in online shopping.

Online Shopping is a form of electronic commerce which allows consumers to directly

anytime and anywhere they like

Inquiries, Investigation and Immersion

organization that helped us to achieve and finish this piece of word.

inspiration, strength, and wisdom to make this research possible;

learn to make a research paper;

support and inspiration during the time of research.

Your moral is always recognizable with love and thanks.

Inquiries, Investigation and Immersion

supporting, guiding and helped us to accomplish this study.

needs to make our research accomplished and valuable.

Mr. and Mrs. Solis

Mr. and Mrs. Bautista

Our deepest gratitude is sincerely extended to all of you.

From the researchers

Inquiries, Investigation and Immersion

Background of the Study …………………………………….…………………1

Statement of the Problem……………………………………………………….2

Significance of the Study…………………………………………………….….3

Scope Delimitation of the Study…………………………………………….….3

II. REVIEW OF RELATED LITERATURE

III. RESEARCH METHODOLOGY

Data Collection Procedure…………………………………………………….12

Plan for Data Analysis………………………………………………………….13

IV. INTERPRETATION, ANALYSIS AND PRESENTATION OF DATA

Interpretation, Analysis and Presentation of Data…………………….........14

Inquiries, Investigation and Immersion

Inquiries, Investigation and Immersion

the scope and delimitation of the study.

Background of the study

Online Shopping is a form of electronic commerce which allows consumers to

process of shopping is called business-to-consumer online shopping. According to the

cross-border and 5% shopped only cross-border.

day, seven days a week (Beauchamp & Ponder, 2013).

Inquiries, Investigation and Immersion

products witnessed significant upward movement

STATEMENT OF THE PROBLEM

This study sought to determine the perceived level of customer’s satisfaction on

Specifically, it answers the following questions:

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

1.3 Grade level;

enjoy shopping online without worries?

Significance of the Study

Scope and Delimitation