The Behavior of Young Adolescents Towards Online Shopping To Online Shopping Satisfaction

Division of City Schools
CULIAT HIGH SCHOOL
Quezon City, District VI, Metro Manila
Tandang Sora Ave., Brgy. Culiat, Quezon City
The Behavior of Young Adolescents towards Online Shopping
to Online Shopping Satisfaction
Presented to:
Ms. Katherine I. Nunez
Presented by:
Bermudo, John Rommel
Datu, Joshua
Duman, Janna
Roman, Francis
Samoranos, Quin
Sebonga, Heizl
Ventura, Ivyn Sean
11- ABM Karl Marx
Second Semester
S.Y. 2020-202
Contents
Acknowledgement 1
Abstract 2
Chapter 1 3
The Problem and Its Background 3
Introduction 3
Statement of the problem................................................................................................................6
Scope and Delimitation....................................................................................................................7
Significance of the Study.................................................................................................................8
Chapter 2 10
Review of Related Literature 10
Online Shopping..............................................................................................................................10
Consumer’s behavior.........................................................................................................................14
Consumer’s satisfaction.....................................................................................................................21
Hypothesis.......................................................................................................................................24
Conceptual Framework..................................................................................................................25
Definition of Terms:.........................................................................................................................27
Chapter 3 28
Methodology of the Study..............................................................................................................28
Research Design.............................................................................................................................28
Respondents of the study..................................................................................................................29
Instrument of the Study..................................................................................................................30
Data Gathering Procedure.............................................................................................................31
Data Processing Procedure...........................................................................................................32
Formula:...........................................................................................................................................33
Chapter 4 34
Presentation, Analysis, and Interpretation of Data 34
Demographic data of the respondents.............................................................................................34
Figure 1.1.........................................................................................................................................34
Frequency Distribution of the Respondents according to Age..................................................34
Figure 1.2.............................................................................................................................................35
Frequency Distribution of the Respondents according to Sex......................................................35
Figure 2................................................................................................................................................36
Frequency Distribution of the Respondents according to Frequency of Shopping Online.......36
Consumers’ behavior.........................................................................................................................37
Figure 3.1.............................................................................................................................................37
Complex Buying Behavior.................................................................................................................37
Figure 3.2.............................................................................................................................................38
Dissonance-Reducing Buying Behavior..........................................................................................38
Figure 3.3.............................................................................................................................................39
Habitual Buying Behavior..................................................................................................................39
Figure 3.4.........................................................................................................................................40
Variety seeking buying behavior...................................................................................................40
Types of Consumers’ Behavior.........................................................................................................41
Table 1.................................................................................................................................................41
Figure 4.1.............................................................................................................................................43
(Factors)...............................................................................................................................................43
Availability of Products.......................................................................................................................43
Figure 5.1.............................................................................................................................................44
(Factors)...............................................................................................................................................44
Perceived Usefulness.........................................................................................................................44
Figure 5.2.............................................................................................................................................45
(Factors)...............................................................................................................................................45
Figure 5.3.............................................................................................................................................46
(Factors)...............................................................................................................................................46
Figure 5.4.............................................................................................................................................47
(Factors)...............................................................................................................................................47
Figure 6.1.............................................................................................................................................48
(Factors)...............................................................................................................................................48
Economic.............................................................................................................................................48
Figure 6.2.............................................................................................................................................49
(Factors)...............................................................................................................................................49
Economic.............................................................................................................................................49
Figure 6.3.............................................................................................................................................50
(Factors)...............................................................................................................................................50
Economic.............................................................................................................................................50
Figure 7.1.............................................................................................................................................51
(Factors)...............................................................................................................................................51
Website Quality...................................................................................................................................51
Figure 7.2.............................................................................................................................................52
(Factors)...............................................................................................................................................52
Website Quality...................................................................................................................................52
Figure 8.1.............................................................................................................................................53
(Factors)...............................................................................................................................................53
Perceived Risk....................................................................................................................................53
Figure 8.2...............................................................................................................................................54
(Factors)...............................................................................................................................................54
Perceived Risk........................................................................................................................................54
Factors that affect the consumer’s shopping buying behavior towards Online Shopping.........55
Table 2.................................................................................................................................................55
Figure 8.1.............................................................................................................................................57
Online Shopping Satisfaction............................................................................................................57
Figure 8.2.............................................................................................................................................58
Figure 8.3.............................................................................................................................................59
Table 3.................................................................................................................................................60
Consumer Sastifaction.......................................................................................................................60
Chapter 5 62
Presentation, Analysis, and Interpretation of Data 62
Summary of Findings.........................................................................................................................62
Conclusion...........................................................................................................................................65
Recommendations..............................................................................................................................66
Bibliography 68
Appendices 70
QUESTIONNAIRE 71
LETTER OF VALIDATION 75
LETTER TO CONDUCT 77
Certificate of Originality 78
Curriculum Vitae 79
Acknowledgement
First, we would like to give our gratitude to our Research adviser, Mrs. Katherine
Nunez, for helping us making this research paper. This wouldn’t be happened without
your patience, kindness, and wisdoms you gave to us for this research to be
accomplished.
To our family for their unending support on making this research, this would not
be possible without their support.
We would also like to give thanks to our respondents for answering our research
questionnaire, without their help, this research would be worthless.
To our friend for cheering us whenever we feel down and supporting us on

making this research.
We would also like to extend our gratitude to the principal and to Sir Rio for
allowing us to conduct this study, that means a lot to us.
We would also like to praise and thank God for giving us enough knowledge for
this research to be possible.
Sincerely,
Group 1
1
Abstract
Adolescents are a significant extent of Internet clients, and countless of them are
practically dependent on the messages and actions on the Internet (Tsai and Lin,
2003). According to a study, nearly all young adolescents (95%) had Internet access,
67% owned a mobile phone, and 68% had a social media account.
Due to the trend of online shopping. Many Filipinos spend their time online
shopping to buy their needs amidst the pandemic. Young adolescents contribute to this
part, based on the statistics of 80 percent of teenagers aged 12-17 or between 12 to 15
million teen shoppers visit online shopping sites. They are far more skillful at Internet
use than adult users, according to popular conception. With this phenomenon, the
objectives of this study are to investigate the behavior of young adolescents and its
connection to online shopping satisfaction.
The research study aims to identify the behavior of the adolescents and factors
that might affect their behavior towards Online Shopping and so the Researchers used
Quantitative Descriptive study for this research and gathered 295 respondents for this
research study.
Findings and Conclusion for the said topic will be discussed in this paper and
some recommendations for the future researchers for the betterment of this study.
2
Chapter 1
The Problem and Its Background
This chapter includes the rationale behind this study along with a discussion of
the introduction, specific questions, the significance of the study, and scope and
delimitations.
Introduction
Online shopping has become a trend in view of the fact that of social media and
is quickly becoming part of our habits, another factor why it became a trend is that the
world is in a health crisis due to COVID-19. Online shopping is a tool to make it easier
for every person to buy their needs, it is also a way to reduce stress since it gives
satisfaction to people who buy online. On the other hand, shopping online is a time
saver and surprisingly a variety of offers and discounts too. Users would be surprised by
the price that they could get compared to the prices in the mall. It also offers unique
products which can help the lives of people.
Looking to the other side, adolescents are a significant extent of Internet clients,
and countless of them are practically dependent on the messages and actions on the
Internet (Tsai and Lin, 2003). According to a study, Nearly all young adolescents (95%)
had Internet access, 67% owned a mobile phone, and 68% had a social media account.
Mobile phone ownership was not associated with any indicators of well-being (George,
M. J., et al. 2018) Since adolescents have the most contribution to the number of users
in social media, the researchers were going to study their behaviors when online
shopping. Based on a research study, young consumers were more likely to choose to
3
shop through the Internet, using the selection of appropriate offer price comparison
engines.
Online shopping has its good sides but people often look to its positive effect, but
the said subject can be caused by the bad effect, the research will study what type of
behaviors are the young adolescents. To determine if there’s a relationship between
their behavior. There are 4 types of buying behavior of consumers: (1) Complex Buying
Behavior, (2) Dissonance- reducing behavior, (3) Habitual buying behavior (4) Variety-
seeking behavior.
The process of making a decision is very similar whether the consumer is offline
or online. But online purchasing has a major difference compared to the other one.
According to the traditional consumer decision model, Consumer purchase decisions
typically start with need awareness, then information search, alternative evaluations,
deciding to purchase, and finally, post-purchasing behavior. In terms of online
promotion, when customers see ads on the internet, these factors may attract buyers’
attention and stimulate their interesting particular products. Before they plan to
purchase, they're going to need additional information to assist them out. If they do not
have enough information, they're going to search through online channels, e.g., online
catalogs, websites, or search engines (Laudon and Traver, 2009). When customers
have enough information, they're going to compare those choices of products or
services. In the search stage, they might look for product reviews or customer
comments. They will determine which brand or company offers them the simplest fit
their expectation.
During this stage, an efficient site structure and an alluring plan are significant
things to convince purchasers to be keen on purchasing items and services. (Koo et al.,
2008). Moreover, the knowledge sources client nature may influence buyer behavior
(Bigné-Alcañiz et al., 2008). The most useful characteristic of the internet is that it
supports the pre-purchase stage (Maignan and Lukas, 1997) as it helps customers
compare different options (Dickson, 2000). During the process, product assortment,
sale services, and knowledge quality seem to be the foremost important points to assist
4
consumers to decide what product they ought to select, or what seller they ought to buy
from (Koo et al., 2008). Post-buy behavior will be more significant after their purchase
has a drag or concern about the product, or they could need to differ or return the
product that they should have purchased. Hence, return and trade services become
more important at this stage. (Liang and Lai, 2002).
Each of the five phases depicted above is experiencing outer elements of

dangers and trust (Comegys et al., 2009). The search process may be a major factor in
customer’s online shopping behavior (Seock and Norton, 2007). The source risk comes
in the information search and evaluation stage because the information in the websites
might contain some mistakes. A few sites expect clients to enlist before looking through
their sites, in addition to product risk, buyers additionally face the danger of information
security. (Comegys et al., 2009; Wang et al., 2005). Because of the character of online
purchasing, customers take the danger as they're unable to look at the merchandise
before purchasing. They also face the payment process challenge since they may have
to give individual data including their credit card number.
Security issue doesn't stop at the acquisition stage yet proceeds to the post-
purchase stage in light of the fact that their data could be abused.
This research aims to investigate the behavior of young adolescents and identify
how it can affect consumers’ online shopping satisfaction. The phenomenon was not yet
been studied deeply by other researchers and so the objective of this study is to
determine The Behavior of Young Adolescents towards Online Shopping to Online
Shopping Satisfaction . The researchers chose the following topic for the reason that
this will help adolescents to identify their behaviors, to know how frequently they shop
online,after-sales, and to know what factors affect their behavior when shopping online.
5
Statement of the problem
Due to the trend of online shopping. Many Filipinos spend their time online
shopping to buy their needs amidst the pandemic. Young adolescents contribute to this
part, based on the statistics of 80 percent of teenagers aged 12-17 or between 12 to 15
million teen shoppers visit online shopping sites. They are far more skillful at Internet
use than adult users, according to popular conception. With this phenomenon, the
objectives of this study are to investigate the behavior of young adolescents and its
connection to online shopping satisfaction. Consumers have different behaviors when
buying online. The researchers aim to identify what type of behavior they have when
spending their time on online shopping sites. The research topic was also aimed to
identify the behavior of young adolescents and online shopping satisfaction.
Specifically, the research topic was aimed to answer the following questions:
 What are the behaviors of young adolescents when shopping online?

 What are the factors affecting young adolescents' consumer behavior towards
online shopping?
 How does the behavior of young adolescents affect online shopping satisfaction?
6
Scope and Delimitation
This study aims to determine the behavior of young adolescents correlated to

their online shopping satisfaction. The participants shall be 14-17 years old and consist
of Grade 8,9,10 students enrolled in academic S.Y 2020-2021 in Culiat High School at
Brgy. Culiat. The respondents will be limited to at least eight (8) students per section
over 12 sections in Grade 8,9,10 in Culiat High School. The research study should
collect up to two hundred ninety-five (295) responses from the respondents based on
Slovin’s formula. The students should have experience of online shopping for the
research to be possible. The research will be conducted in June 2021. Changes in data
after this date shall no longer be included in the framework of the research. The
participants will be selected through simple random sampling and their data will be
assessed through questionnaires. Persons who have no experience of online shopping
and who are not included in the age range shall not be included in this research.
This way, the study will focus solely on customer satisfaction when products and
services meet consumers’ expectations. Consumers must be content with the product
and services provided by the particular website as satisfied customers are likely to be
loyal and make repetitive purchases, increasing the profitability of that particular
company. In this research, satisfaction for adolescents was used before to be able to
refer to the term of the outcome by comparing the prior expectation and perceived
performance for each antecedent factor in order to measure the attitude satisfaction of
the respondents for each of those factors.
7
Significance of the Study
The online business owners will be the first to profit from this because they will
gain insight into the habits of young people who spend time online shopping as a result
of this study. Adolescents typically form conclusions and make decisions based on their
assessment and that of others, so their presence and subjective standard are viewed as
moderating factors. The results show that role enactment, sensory enhancement, and
option optimization are all correlated with utilitarian shopping perceptions substantially
and positively. This study entitled The Behavior of Young Adolescents to Online
Shopping Satisfaction is being constructed for the sake of the following:
YOUNG ADOLESCENTS: The study will benefit young adolescents for the reason that
they will be benefited from this. They will know what factors and their behaviors affect
their decision especially in spending too much time online shopping. They will know
what to consider first for example money, and their decision-making, to develop their
interests when it comes to buying. In addition, they will realize what are some factors
that can harm their behavior when they are not in control of shopping online.
ONLINE SELLERS: Online sellers will benefit from this research for the reason that the
researcher aims for the wants of teenagers, they will know what young adolescents
want when it comes to shopping online. Nowadays young adolescents are addicted to
online shopping so the business of online sellers can be positively affected, for the most
part, when they are selling beauty products, popular dresses, etc. They will benefit from
this research by knowing the adolescents’ buying behavior. The online sellers will gain
business strategies when the research is conducted.
8
PARENTS: This research will benefit the parents for them to know if they have to
control the behavior of their young adolescents when it comes to online shopping.
STUDENTS: To the students who want to study the behavior of teenagers in online
shopping, they can gain information or perspective from this study if they want to learn
more about the actions of teenagers while shopping online
FUTURE RESEARCHERS: This research would be beneficial to the researchers since

they can acquire knowledge and reference to this study of the behavior of young
adolescents correlated to online shopping satisfaction.
These are the beneficiaries of the research study. The research paper gives
some insight into what factors affect their behaviors when it comes to online shopping.
9
Chapter 2
Review of Related Literature
This chapter provides the related literature and a general overview of previous
research. It introduces the conceptual framework and definition terms that comprise the
main focus of the research described in this study.
Online Shopping
As indicated by market business news, online shopping is the action or activity of

purchasing items or administrations over the Internet. It implies going web-based,
arriving on a dealer's site, choosing something, and orchestrating its conveyance. The
purchaser either pays for the good or service online with a credit or debit card or upon
conveyance.
Online shopping is getting progressively well known for an assortment of

reasons. There are certainly outside factors, for example, expanding gas costs, difficulty
in getting to traditional stores, and hassles frequently associated with shopping malls
and other traditional stores to add to the expanded interest in internet shopping.
(Sunitha, C.K. 2014)
Life in today's age. In the previous decade, there had been a massive change in
the method of client shopping. Despite purchasers' continuation to purchase from an
actual store, the clients or purchasers feel helpful to online shopping. Online shopping
10
saves crucial time for modern people since they get so busy that they cannot or are
reluctant to invest a lot of energy in shopping. (Mohammad, N.R. et al. 2018).
In the twenty-first century, trade and business have been enhanced to the point
that multichannel has occurred and online shopping has expanded altogether
throughout the world (Johnson, Gustafsson, Andreassen, Lervik, and Cha, 2001). The
Asia Pacific area is driving the development of internet shopping when contrasted with
the developed market like the US, UK, Japan, and European Countries. The Asia
Pacific recorded massive development.
The Asia Pacific region made about $1 trillion in online sales and the dominant
part came from China establishing about $899 billion (eMarketer, 2016). With an ever-
increasing number of purchasers becoming progressively acquainted with the Internet
and its advantages, online shopping is getting famous and getting preference among a
group of customers looking for better incentive in regards to data, comfort, cost, and
decision.
Compared to physical stores, online stores have many advantages: they're

convenient and time-saving, and no more traveling and waiting in lines is required. They
are open all the time and that they are accessible anytime and anywhere. These stores
provide customers with free and rich data about their products and services. They even
have some online tools to assist consumers to compare and make purchase decisions
among various products and services. Hoffman and Novak (1996) indicated that
interactivity is the key distinguishing feature between marketing communication on the
web and traditional mass media.
Today online consumers have more control and bargaining power than
consumers of physical stores because the web offers more interactivities between
consumers and product/service providers as well as greater availability of information
about products and services. Geissler and Zinkhan (1998) claimed that the Internet
shifted the balance of power in favor of consumers as it became very easy for them to
make shopping comparisons and evaluate alternatives without being pressured by
salespeople. Online shops reduce transaction costs and have the advantage for both
11
consumers and vendors. However, online shops also have disadvantages compared to
traditional stores. In online stores, customers can’t have any sense of the merchandise
they see on the internet (seeing, touching, tasting, smelling, and hearing) as they look
for and buy products.
In online stores, consumers may develop low trust and perceive elevated risk
highly due to the shortage of face-to-face communication. Although this difficulty is often
reduced by using certain software tools like the web recommendation agent (Häubl and
Murray, 2003; Xiao and Benbasat, 2007) and therefore the online negotiation agent
according to (Huang and Sycara, 2002; Huang and Lin, 2007). Along with that
perceived chance refers to the nature and amount of risk perceived by a consumer in
contemplating a particular buy choice (Cox and Rich, 1964). Before purchasing a
product, a consumer considers the varied risks related to the acquisition. The different
sorts of risks are mentioned as perceived or anticipated risks.
Research suggests that buyers generally like better to use electronic commerce
for purchasing products that don't require physical inspection (Peterson et al., 1997).
The higher the perceived experience risk, the buyer may shift to brick-and-mortar
retailers for the acquisition of the merchandise. Whereas, the lower the perceived risk,
the lower the propensity for online shopping (Tan, 1999). Risks perceived or real, exist
due to innovation failure or human error (e.g., data entry mistakes). The most frequently
cited risks related to online shopping include financial risk (e.g., is my MasterCard
information safe?), product risk (e.g., is that the product an equivalent quality as viewed
on the screen?), convenience (e.g., Will I comprehend how to order and return the
merchandise?), and non-delivery risk (e.g., What if the product is not delivered?) The
level of uncertainty surrounding the online purchasing process influences consumers’
perceptions regarding the perceived risks (Bhatnagar et al., 2000).
In addition since the mid-1970s, the study of consumer attitudes has been
associated with consumer purchasing behavior research. According to the model of
attitude change and behavior (e.g., Fishbein and Ajzen, 1975), consumer attitudes are
suffering from intention. When this intention is applied to online shopping behavior, the
12
research can examine the result of the acquisition transaction. Attitude is a
multidimensional construct. One such dimension is the acceptance of the web as a
shopping channel (Jahng, Jain, and Ramamurthy, 2001).
Previous research has revealed behaviors towards online shopping are a

significant predictor of making online purchases (Yang et al., 2007) and purchasing
behavior (George, 2004; Yang et al., 2007). In addition, Ajzen and Madden (1986)
extended the TRA into the Theory of Planned Behavior (TPB) by putting on a new
construct "perceived behavioral control" as a determinant of both intention and
behavior. Perceived behavioral control refers to consumers’ discernment of their ability
to perform a given behavior. TPB allows the prediction of behaviors over which
individuals don't have complete volitional control. Perceived behavioral control reflects
perceptions of internal constraints (self-efficacy) also as external constraints on
behavior, like the availability of resources. It has been found that the Planned
Behavioral Control (PBC) affects online shopping attitude according to (George, 2004)
and has a strong relationship with actual Internet purchasing (Khalifa and Limayem,
2003). Moreover, Domain-Specific Innovativeness (DSI) is "the degree to which an
individual is relatively earlier in adopting an innovation than other members of his
system" (Rogers and Shoemaker 1971, p. 27). Mostly, people like continuity in their
daily lives, this includes their shopping routine. While the Internet and online shopping
offers consumers a wide breadth and depth of product offerings, it also requires them to
go outside their normal shopping routine.
Online shoppers need to learn new technology skills to search, evaluate and
acquire products. Consumers who prefer traditional shopping over other retail channels
do not perceive online shopping as convenient according to (Kaufman-Scarborough and
Lindquist, 2002). Past Researches have revealed that online shopping technology is a
function of attitude towards the online environment and individual personal
characteristics according to (Midgley and Dowling, 1978; Eastlick, 1993; Sylke,
Belanger, and Comunale, 2004; Lassar et al., 2005). Innovative consumers are more
inclined to undertake new activities (Robinson, et al. 2004; Rogers, 1995).
13
The adoption of online shopping is a depiction of individual innovative
characteristics (Eastlick, 1993). Adopting new technology is a function of one‘s attitude
towards it (Moore and Benbasat, 1991). It is expected that a person with domain-
specific innovativeness has a propensity to shop online. To achieve success retailers
must understand consumers’ purchasing behaviors. This is particularly true for online
retailers. A comprehensive understanding must be made of the website’s design and
support to match its consumers’ information gathering and purchasing behaviors. The
visual stimuli and transmission through text and sound can positively or negatively affect
consumers’ online aspirations and actions according to (Vijayasarathy and Jones,
2000).
The Theory of Reasoned Action (TRA) by (Azjen and Fishbein, 1980) has
successfully been used to demonstrate human behavior. The theory proposes that
human behavior is preceded by intentions, which are formed based on consumers’
attitudes toward the behavior and perceived subjective norms. Behavior reflects the
individual's favorable or unfavorable emotion towards performing a behavior. Subjective
norms capture the consumers’ perceptions of the influence of serious others (e.g.,
family, peers, authority figures, and media). It is associated with intention because
people often act to support their perception of what others think they ought to be doing.
Subjective norms tend to be more influential during the early stages of innovation
implementation when users have limited direct experience from which to develop
attitudes (Taylor and Todd, 1995). During this stage of attitudinal development, online
retailers can influence shoppers' propensity for purchasing behaviors (Yu and Wu,
2007).
Consumer’s behavior
There are numerous reasons why individuals shop online. An example of this is
consumers can purchase anything at any time without going to the store; they can find a
similar item at a lower cost by comparing different websites at the same time; they
sometimes want to avoid pressure while having up-close and personal cooperation with
salespeople; they can avoid in-store traffic jam, and so forth These components can be
14
summed up into four categories-convenience, data, accessible items and services, and
cost and time efficiency.
Convenience: Empirical research shows that the accommodation of the web is

one of the effects on consumers' willingness to buy online (Wang et al., 2005). Online
shopping is accessible for customers around the clock compared with customary stores
as it is open 24 hours per day, 7 days per week (Hofacker, 2001; Wang et al., 2005).
Research shows that 58% decided to shop online in light of the fact that they
could shop twilight when the traditional stores are shut and 61 percent of the
respondents chose to shop online on the grounds that they need to stay away from
groups and howling lines, particularly in holiday shopping (The Tech Faq, 2008).
Customers search for items as well as online services. A few organizations have online
customer services accessible 24 hours.
Therefore, even after business hours, clients can ask questions, get vital help or
assistance, which has provided convenience to consumers (Hermes, 2000).
A few customers utilize online channels just to escape from face-to-face

interaction with sales reps since they are pressured or uncomfortable when dealing with
sales reps and don't have any desire to be manipulated a lot in the marketplace
(Goldsmith and Flynn, 2005; Parks, 2008). This is particularly valid for those clients who
may have had a negative experience with a salesperson, or they simply need to be free
and settle on the choice without the salespersons' presence. Many things can aftershow
These are the components that impede consumers’ online shopping. The reasons that
impede consumers from online shopping incorporate unsecured payment, slow
shipping, undesirable items, spam or infection, annoying messages, and technological
issues. The business ought to know about such serious issues which lead to
disappointment in online shopping
15
Security: Since the installment modes in online shopping are probably made with
credit cards, clients in some cases focus on dealer's information to ensure themselves
(Lim and Dubinsky, 2004). Customers tend to buy products and services from the
vendor who they trust, or the brand that they know about (Chen and He, 2003). Online
trust is one of the most critical issues that influence the achievement or disappointment
of online retailers (Prasad and Aryasri, 2009). Security is by all accounts a major worry
that keeps clients from shopping online(Laudon and Traver, 2009). since they stressed
that the online store will swindle them or abuse their own data, particularly their credit
card (Comegys et al., 2009). For example, reports demonstrated that 70% of US web
clients are truly stressed over their data, exchange security, and abuse of private buyer
information (Federal Trade Commission, 2001and Guo, 2008).
Social contact: While a few clients are liable to be free from salesperson
pressure, numerous online shoppers would feel hard to settle on a decision and along
these lines get disappointed if there is no experienced salesperson’s professional
assistance (Prasad and Aryasri, 2009). Also, a few clients are profoundly socially
associated and depend on other people groups' opinions when settling on the purchase
decisions. There are likewise purchasers who in some cases shop at the traditional
stores since they need to satisfy their diversion and social requirements which are
restricted by online stores (Prasad and Aryasri, 2009).
Disappointment with internet shopping: clients' past online shopping experience

frequently influences their future purchases decision. In online shopping, for example,
they may get undesirable items or inferior quality items, the item coordinates with what
is portrayed or expected (Comegys et al., 2009). The item might be delicate, wrong, or
not working. Some online sellers may not agree to refund those items despite the fact
that it isn't what the client needed. Delivery is something else that influences online
buying choices. Slow or late transportation, for example, makes clients leave online
shopping (Comegys et al., 2009).
16
There are types of buyers according to one theory. One of these is Perfectionist,
the type of buyer who looks for the best quality of a product. Next is the buyer who has
possessed brand awareness, they are the ones who preferred brands and designer
labels. Another is the Hedonist, the one who treats shopping as an enjoyment. The
buyer who has price awareness, the one who seeks low prices, sales, or discounts. The
fashion-aware buyer, the customer who likes to be up-to-date and seeks a variety. The
Impulsive buyer, the one who is prone to spontaneous purchases. The confused one,
the customer who experiences too much information or choices. And last is Habitual,
the customer is loyal to brands and follows a routine.
According to (Gray, Ryan. 2019) there are several types of consumer behavior.
The 1st type of consumer behavior is complex buying behavior. This kind of behavior is
experienced when purchasers are purchasing an expensive, rarely purchased item.
They are exceptionally associated with the purchase process and consumers’ research
before committing to a high-value investment. Imagine purchasing a house or a vehicle;
these are an illustration of a complex buying behavior. The next one is Dissonance-
reducing buying behavior. The shopper is exceptionally associated with the purchase
process however experiences issues deciding the contrasts between brands.
'Dissonance can happen when the purchaser stresses that they will regret their choice.
Imagine you are purchasing a lawnmower. You will pick one dependent on cost and
comfort, however, after the buy, you will look for affirmation that you've settled on the
correct decision. Another consumer’s behavior is Habitual buying behavior. Habitual
purchases are portrayed by the way that the purchaser has almost no inclusion in the
item or brand class. Imagine shopping for food: you go to the store and purchase your
favored sort of bread. You are showing a routine example, not strong brand loyalty.
Last, is Variety seeking behavior. In the present circumstance, a shopper buys an
alternate item, not on the grounds that they weren't happy with the past one, but since
they look for variety. Like when you are trying new shower gel fragrances.
Understanding what kinds of clients your e-store pulls in will give you better thought
regarding how to segment customer types. These are the types of consumer behavior
that the clients possess when they are buying online.
17
According to (Radu, Valentin. 2019) there are many things that can affect
consumer behavior, but the most frequent factors influencing consumer behavior are
Marketing campaigns. Marketing campaigns impact purchasing decisions mostly.
Whenever done right and consistently, with the correct showcasing message, they can
even convince purchasers to change marks or decide on more costly alternatives.
Another factor that affects consumer decisions is Economic conditions. For costly items
particularly (like houses or vehicles), economic conditions have a major influence. A
positive economic environment is known to make buyers more sure and willing to enjoy
buys regardless of their monetary liabilities. The customer's decision-making process is
longer for costly buys and it tends to be affected by more close-to-home factors
simultaneously. Another factor that affects the consumer’s decision is Personal
preferences. Consumer behavior can likewise be impacted by personal factors: likes,
dislikes, needs, morals, and values. In industries like fashion or food, personal opinions
are particularly incredible. Ads can impact behavior at the same time, by the day's end,
customers' decisions are significantly affected by their preferences. In case you're
vegetarian, it doesn't make any difference the number of burger joint ads you see,
you're not going to begin eating meat thus.
Another factor is Group influence. Peer pressure likewise impacts purchaser

behavior. What our relatives, classmates, close family members, neighbors, and
acquaintances think or do can play a crucial role in our choices. Social psychology
impacts customer behavior. Picking fast food over home-prepared meals, for instance,
is only one of such circumstances. Education levels and social factors can have an
impact.
Purchasing power is another example that can affect the consumer’s behavior.
our purchasing power is a huge part in impacting our behavior. Except if you are a
billionaire, you will think about your financial plan before settling on a purchase decision.
18
Product preferences, customer issues, a larger number of discounted items, risk
perception, and after-sales services are all elements that influence consumer
satisfaction with online shopping, according to Lakshmanan (2016).
According to Evanschitzky, Iyer, Hesse, and Ahlert (2004), the most significant
elements that impact financial security of transactions are convenience and site design.
Consumer views of online ease, merchandising (product offers and product

information), site design, and financial security, according to Szymanski & Hise (2000),
are the most important variables influencing e-satisfaction ratings.
According to Yooncheong Cho, Fjermestad, and Hiltz (2003), product category

has a substantial impact on perceived price, information search effort, and ego
involvement on the degree of discontent. They also discovered that the influence of
dissatisfaction level on the inclination to complain differs considerably depending on the
product category on the Internet.
Product perceptions, buying experience, customer service, and perceived

consumer risk are all elements that influence electronic shopping on the World Wide
Web, according to Sirrka L., Peter A. (1996).
According to Sang Yong Kim and Young Jun Lim (2001), consumer happiness is
influenced by variables such as enjoyment, convenience, reliability, and information
quality and speed while shopping online
Human factors (number of visits to the site), entertainment, instruction,

annoyance, usefulness, attitude toward the website, return, according to Hausman,
19
Siekpe (2008) The purpose of a good website is crucial, since it influences consumers'
online shopping purchasing decisions.
Website quality has a direct and positive influence on customer satisfaction,

according to Bai, Law, and Wen (2008), and customer satisfaction has a direct and
positive impact on purchase intentions.
According to Hasanov Jasur and Khalid Haliyana (2015), the quality of a website
is not the only element that influences consumer purchase intent. Other aspects of safe
websites, such as strong customer service, effective product delivery and logistics, and
achieving favorable client evaluations, also play an essential part.
Nitish Singh claims that Georg Fassott, Mike C.H. Chao, and Jonas A. Hoffmann
(2006) found that their attitude regarding utilizing the website had a significant influence
on their intent to buy from these foreign websites.
According to Forsythe Sandra M. and Shi Bo (2003), Internet consumers

perceive numerous dangers while purchasing on the Internet; nevertheless, these
perceived risks may not have a major impact on present Internet consumption habits in
a comprehensive and systematic way.
According to Constanza Bianchi Lynda Andrews (2012), perceived risk online

has an inverse connection with customer attitude, and that attitude has a positive impact
on purchase intentions. Perceived utility, simplicity of use, and danger, according to
Juniwati (2014), have a major impact on the website's, after-eon attitude about online
buying.Where perceived usefulness and ease of use have not significant influence
toward intention to shop online but perceived risk and attitude have significant influence
toward intention to shop online.
20
Self-efficacy and usefulness are key beliefs in understanding the behavior of
experienced customers, according to Hernandez Blanca, Jimenez Julio, and Martin M.
Jose (2008), but ease of use has no significant impact.
Perceived behavioral control, attitude, and perceived usefulness are all important
antecedents in influencing online consumer behavior, according to Azzam Al, Mahmoud
Abdel Fattah (2014), and there are strong connections between trust and online
purchase behavior.
Consumer’s satisfaction
Customer satisfaction measures how your product, service, and overall

experience either falls short, meets, or exceeds customer expectations. How you
measure it varies from business to business. Some may base it entirely on retention
and repeat customers, while others may create a numerical value based on data and/or
customer feedback. Regardless, it measures, rates, and attempts to manage how
happy your customers are with you, your products, and your brand as a whole.
Customer satisfaction has been one of the top tools for a successful business.
Customer satisfaction is known as an overall evaluation that supports the entire
purchase and consumption experience with service over time (Fornell, Johnson,
Anderson, Cha & Bryant 1996). With marketing, customer satisfaction also comes along
with it, which means it ascertains the expectation of the customer on how the products
and services are being accommodated by the companies. Actionable information on
how to make customers further satisfied is, therefore, a crucial outcome (Oliver 1999.)
21
Initially, consumer loyalty is a critical segment of a business technique just as
customer retention and item repurchase. To expand customer satisfaction companies
should sell plans and methods after the completion of all the necessary documents. For
instance, clients will purchase a vehicle subsequent to investigating it, for example, how
is the motor, what is its model, the number of kilometers it has been voyaging, and if
there any breaks or not. Therefore, they do not feel disappointed after purchasing it.
Otherwise, if The company uses only their sell and build method customers might
expect that the car is strictly equivalent to what they see within the pictures or during the
exhibition, and afterward the corporate might receive complaints if anything is wrong.
Customer satisfaction is a barometer that predicts future customer behavior (Hill, Roche
& Allen 2007.)
However, the merchandise and its features, functions, reliability, sales activity,
and customer support are the foremost important topics required to meet or exceed the
satisfaction of the customers. Satisfied customers usually rebound and buy more. Other
than purchasing more they likewise function as an organization to prevail in other
possible clients by sharing experiences. (Hague & Hague 2016.) The value of keeping a
customer is only one-tenth of winning a new one. Consequently, when the association
wins a client it should keep on developing a decent 6 relationship with the customer.
Giving the nature of labor and products in the twentieth century isn't just to fulfill the
buyers yet additionally to have a protected position. Indeed, this has benefited the
customers significantly on consuming qualitative products (Rebekah & Sharyn 2004.)
Customers often search for a worth within the total service which needs internal
collaboration among the department that's liable for different elements of the offering,
like the core product (goods or services) delivering the product, product documentation,
etc. Moreover, from profitability and productivity perspectives only activities that produce
value for patrons should be administered. Hence, firms have to get to know their
customers far better than have normally been. However, the company should be able to
build trust with the customer so it's easy to urge feedback from the customer. This is the
manner by which client-arranged items or administrations could be created (Hill, Brierley
& MacDougall 2003.) Customer satisfaction is dynamic and relative. Just the possibility
22
of "client-driven" can assist organizations with improving fulfillment and keep clients
genuinely, on the other hand, assuming contenders improve consumer loyalty, it might
lose corporate clients. While improving customer satisfaction, customer expectations
should be noticed. Service quality, product quality, and value for money have a direct
positive impact on customer satisfaction. Employee fulfillment is similarly significant
prior to accomplish consumer loyalty. Assuming representatives have a positive impact,
they can assume a major part to expand consumer loyalty levels.
Satisfaction may be a dynamic, moving target that will evolve, influenced by a

spread of things. Particularly when product usage or the service experience takes place
over time, satisfaction could also be highly variable depending on which point in the
usage or experience cycle one is focusing on. (Lovelock, C & Wright, L.2007,86-87.)
Consumer loyalty is impacted by explicit item or administration highlights and

impression of value. Fulfillment is moreover affected by client's passionate reactions,
their attributions their view of value (Zeithal & Bitner. 2003, 87-89.)Increased consumer
loyalty can give organization benefits like client loyalty, broadening the existing pattern
of a client extending the lifetime of product the client buys, and builds clients' positive
verbal correspondence. At the point when the client is happy with the product or
administration of the corporation, it can cause the client to get often and prescribe items
or administrations to expected clients. It is incomprehensible for a business association
to experience childhood if the organization overlooks or dismisses the requirements of
clients (Tao 2014.)
23
Hypothesis
Ha: There are different types of consumers’ behavior when buying online.
: There are different factors that affect consumer’s behavior when buying online.
: They are satisfied with what they buy in online shopping.
24
Conceptual Framework
25
The conceptual framework is an input-process-output model of The behavior of
Young Adolescents to Online Shopping Satisfaction. The researcher will analyze the
data through this conceptual model which is the behavior of young adolescents to online
shopping satisfaction. The IPO model addresses the synopsis of different related
articles that clarifies the cycles in question. This directs the researcher in coming up
with a progression of activity needed in the whole length of the given educational
research. It considers the insights of the other researchers, their perceptions, and their
findings regarding the subject of their instructive research. (Canonizado, I. 2020).
26
The research aims to determine the behavior of adolescents and factors that
affect their behavior. This research study also wants to determine the online shopping
satisfaction of consumers when shopping online. WIth these variables the dependent
variables will be determined which is the behavior of young adolescents to online
shopping satisfaction.
The figure interprets the process of this research. The objective of this research
is to determine the respondents’ profile which is the age and gender. The next step is to
determine the consumer’s behavior. In order to identify the consumer's behavior,
reading literature is one of the processes for the researchers to get insights regarding
the research topic. The researcher will modify their questionnaire from previous
research for validity and reliability. Distribution of the questionnaire is one of the
processes to answer the statement of the problem. After this process. The behavior of
young adolescents towards online shopping to online shopping satisfaction is
determined.
This research aims:
1.To know the information of the respondents such as the sex, age.
2.To determine the behavior of the respondents when shopping online
3. To determine how frequently they shop online.
4.To know what the factors affecting their behavior towards online shopping are.
5.To know how does the behavior of young adolescents affect online shopping
satisfaction
6.To determine the behavior of the respondents when they are satisfied and not
satisfied with online shopping.
27
Definition of Terms:
Behavior- the way in which one acts or conducts oneself, especially toward others.
Complex buying behavior- This kind of behavior is experienced when purchasers are
purchasing an expensive, rarely purchased item.
Dissonance-reducing buying behavior- The shopper is exceptionally associated with
the purchase process however experiences issues deciding the contrasts between
brands. 'Dissonance can happen when the purchaser stresses that they will regret their
choice.
Habitual buying behavior- Habitual purchases are portrayed by the way that the
purchaser has almost no inclusion in the item or brand class.
Variety-seeking behavior- A shopper buys an alternate item, not on the grounds that
they weren't happy with the past one, but since they look for variety. Like when you are
trying new shower gel fragrances.
Young Adolescents- Middle Adolescence (Ages 14 to 17). is the period of transition
between childhood and adulthood.
Online Shopping- is the action or activity of purchasing items or administrations over
the Internet. It implies going web-based, arriving on a dealer's site, choosing something,
and orchestrating its conveyance.
Customer Satisfaction- Customer satisfaction measures how your product, service,
and overall experience either falls short, meets, or exceeds customer expectations.
Purchase- the action of buying something and paying for it either in credit or in cash.
Traditional Shopping Stores- shopping is a method of buying a product by going to a
store. It is a way to go to our favorite store in a nearby market.
28
Chapter 3
Methodology of the Study
This chapter presents the research design, the sample, an individual’s responses
description and the sampling technique used, the research instrument, the assurance
and validation of the research instrument used, the individual’s response collection and
analysis procedure, and the statistical method used.
Research Design
To provide validity, the nature of this study was quantitative data. Quantitative
research methods accentuate objective measurements and the statistical, numerical, or
mathematical analysis of data gathered through surveys, questionnaires, or by
controlling pre-existing statistical data utilizing computational methods. Quantitative
research centers on gathering numerical data and generalizing it up across individuals
or clarifying a specific phenomenon. (babbie, e. 2010). Quantitative was applicable for
this researched topic since it requires numerical data and for it to answer specific
questions. The quantitative approach was particularly valuable for resolving specific
questions concerning moderately distinct phenomena. Quantitative research requires
high-quality data in which factors were estimated well. This could be challenging when
conducting on complicated or understudied areas that did not lend themselves well to
being measured with explicit variables.
The study would use a descriptive design. Descriptive research was restricted to
factual registration and that there was no quest for an explanation why reality was
showing itself this way. In principle, descriptive research was not aiming at forming
hypotheses or developing theories. Saw e. g. Wassenberg, f. A. G. , h. M. Kruythoff et
al. (1994) in order to describe the behavior of young adolescents to online shopping
satisfaction. Descriptive research applies to this topic. The researched had been
analyzed in quantitative because quantitative researched was more objective in
comprehensively measured data applied in the forms of graphical methods.
29
Respondents of the study
The chosen participant respondents of this study were the people who wanted to
determine the behavior of young adolescents to online satisfaction and shall be 14-17
years old along with the consist of grade 8,9,10 students that enrolled on academic s.y
2020-2021 in culiat high school at brgy. Culiat. The research study should have
collected up to two hundred ninety-five (295) responses from the respondents based on
slovin’s formula.
The researchers added the estimated total number of students per room from
8th grade to 10th grade which was one thousand two-hundred sixty (1,260) there was a
5% percent margin of error first, the researcher would made sure that all willing to
cooperate with participants and they solely promised their response had been based on
the truth that they had an experience when it came to online shopping. Second, all
respondents must be students in culiat high school to the exact age of 15-17 years old.
Lastly, the researcher would made sure that all gathered data from respondents were
pure truth
SAMPLING TECHNIQUE
Therefore, the sampling technique that researchers decided to use in this study
was simple random sampling. The researcher would send their questionnaire through
their section’s adviser or president and request them to forward it to their section group
chats. Those who were willing to answer the questionnaire were free to fill up the forms.
There should be at least eight (8) participants in each section. If the expected number
of participants did not reach the quota. The researcher could got the data from the
other section that exceeds the required participants. That's why simple random
sampling was used in this research.

Simple random sampling was as simple as its name indicates, and it was
accurate. Ease of use and accuracy of representation. No easier method exists to
extract a researched sample from a larger population than simple random sampling.
There was no need to divide the population into subpopulations or take any steps
further than plucking the number of researched subjects needed at random from the
larger group. Again, the only requirements were that randomness governs the selection
process and that each member of the larger population had an equal probability of
selection (greg depersio 2016). This was a sampling technique that qualitative
researchers used to recruit participants who were easily accessible and convenient to
conduct the study. The researchers chose their respondents based on the criteria.
They was interviewed through google forms and asked some questions regarding their
experience and changes they've encountered in online shopping.
30
Instrument of the Study
Questionnaire
The research instrument was made by a researcher. The questionnaire could be
an effective method for estimating the behavior, perspectives, inclinations, opinions, and
goals of moderately huge quantities of subjects more economically and rapidly than
different techniques. (mcleod, s. 2018). The researched questionnaire was a likert
scale that measures the strength/intensity of an attitude was linear, i. e. on a continuum
from strongly agreed to strongly disagreed, and assumes that attitudes could be
measured.

The questions were divided into three subsets. The 1st set of questions was
expected to answer the 1st statement of the problem of this research which was the
behaviors of a young adolescent when online shopping. The 2nd set of questions
answers what factors affect the behavior of young adolescents towards online
shopping. The 3rd set of questions answers the last statement of the researched
problem, which identifies the consumer’s satisfaction when buying online. The
questions were formulated through sites, blogs, and other research for the
questionnaire has been made.

According to radu (2019), the consumers should consider psychological
factors: the response of an individual and an individual’s response to the consumer’s
perception and attitudes.

This instrument aims to determine their behaviors and identify what most likely
affects their decision. With the help of this article, the researchers coped with the idea
of this and used it as the instrument of this study. The instrument was modified from
different research which was from factors affecting consumer’s online shopping
behavior by (pandey, a. et. al. ) and consumer behavior researched: a synthesis of the
recent literature by (peighambari, k. et. al. 2016) the researched question of those
studied had already been validated by experts. The researchers modified it from
different research. The questionnaire was also validated by an abm teacher for its
validity and reliability.

the researched questions had 24 items in total, it had been collected through
google forms to prevent having physical contact and as for the safety of both
researchers and participants in this time of the pandemic. This would serve as the data
collection instrument in this studied. They were expected to finished those questions in
about 5-10 mins. The surveyed was aimed to determine answers to the statement of
the problem of this studied. The questions that was gone have been asked in this
studied was done through a deep studied that went from different researched and
blogs. These questions would expected to answered the behavior of young
adolescents and their satisfaction when buying online.
31
Data Gathering Procedure
The researchers started the survey in the second (2nd) week of June, the
questionnaire was modified from other researchers and had been validated by an abm
teacher. Researchers had allotted vigorous time and effort in developing the close-
ended questions. Before conducting the surveyed questionnaire the researcher asked
the participants if we could get an audience with them in their free time willingly. In the
first procedure, the researcher gave the letter to conduct the studied and informed
consent for conducting the research. The researcher sent the questionnaire to the
advisers of students and instructed them on how they would fill the questionnaire.
Second, the respondents would just answer the 24 questions in the survey by clicking
the choices that was provided by the researchers. They would have time to answer the
questions. After answering the questions they could submit them for it have be
collected.

At the end of the surveyed questionnaire, the researchers gave the utmost
gratitude to the participants who willingly participated. The researchers solely promised
to the participants that the information that they gave to us was confined confidentially
to respect their anonymity that we were truly grateful for. After the end of the survey,
researchers would gather data from willing participants of culiat high school. The
questionnaire in the survey would determine their perspective and experience on what
they encountered or what factors could affect their behavior when it came to online
shopping and how they would manage this kind of situation.

After the compilation of data gathered from the students of culiat high school, the
researchers would evaluate the data on their perspectives and experiences by getting
the main idea or points of the participants. The instrument that we used to conduct our
surveyed was used messenger, google forms, and google to created communication
friendly and easy to used to gathered information quickly and efficiently.
32

Data Processing Procedure
After gathering the data, the data would process.The researchers used a
surveyed questionnaire and random sampling method for the data to be gathered.The
researchers collected up to two hundred ninety-five (295) responses.
Participants answered the surveyed questionnaire through google forms that the
researchers prepared. The surveyed questions were divided into 3 subsets in a total of
24 questions.
The 1st set of questions was expected to answered the 1st statement of the
problem of this researched which was the behaviors of a young adolescent when online
shopping. The 2nd set of questions answers what factors affect the behavior of young
adolescents towards online shopping. The 3rd set of questions answers the last
statement of the researched problem, which identifies the consumer’s satisfaction when
buying online. The researchers used a surveyed questionnaire approved by the
researched adviser in gathering the data from the respondents. The copies of the
questionnaire were stated in english, which we used to observe all the participants. The
data gathered had been arranged used the likert scale and quantitative method.
After that, the data gathered had been properly tallied, tabulated, interpreted, and
analyzed by the google forms used the frequency and percentage distribution as well as
the computation of the weighted mean.
33
Specifically, the following formulas had been utilized:
Frequency and Percentage
Formula:
P = F/N x 100

Where:
P = percentage
F = Number of responses
N = Number of respondents
And Weighted Mean Where:
WM = Weighted Mean
W: weight
F: frequency
N: number of respondents
34
Chapter 4
Presentation, Analysis, and Interpretation of Data
This chapter includes the presentations, analysis, and interpretation of data that
have been gathered from the questionnaires distributed to the respondents. This
chapter also contains the graphical and tabular presentation of data along with their
corresponding interpretation.
Demographic data of the respondents
Figure 1.1
Frequency Distribution of the Respondents according to Age
Age F %
14 46 15.6%
35
15 94 31.9%
16 90 30.5%
17 65 22%
Total 295 100%
Table 1.1 Respondents according to age show that the highest responses are at
the age of 15 (31.9%) which is 94 participants. Next is 16 years old (30.5%) that gains
90 participants, next is 17 years old (22%) has 65 participants and the lowest response
is at the age of 14 years old (15.6%) having 46 respondents. Majority of participants
are 15 years old who use Online shopping a lot.
Figure 1.2
Frequency Distribution of the Respondents according to Sex
Sex F %
Male 103 34.9%
Female 192 65.1%
Total 295 100%
36
Table 1.2 Respondents according to sex shows that majority of the respondents
are females which is 192 participants or 65.1% who responded to our survey, while
there is 103 participants or 34.9% that completes the percentage of respondents with
the total of 295 responses.
Figure 2
Frequency Distribution of the Respondents according to Frequency of Shopping

Online
Frequency of Shopping Online F %
Daily 9 3.1%
Once in 2-3 days 20 6.8%
Weekly 20 6.8%
Monthly 85 28.8%
Rarely 161 54.6%
Total 295 100%
37
Table 2 Frequency distribution of respondents according to the frequency of
shopping online. The pie chart shows that majority of respondents rarely shop online
with 161 participants or equivalent to 54%, and there are small results that people shop
daily which is 9 participants or 3.1% out of 295 respondents while there is 85
participants who shop monthly or 28.8% and both weekly and once in 2-3 days are 20
participants or 6.8%
Consumers’ behavior
Figure 3.1
Complex Buying Behavior
Figure 3.1
38 of the respondents or equal to 12.9% of the sample population,strongly
disagree that they enjoy buying expensive products online,whereas 49 of the
respondents or 16.6% of the sample population,really disagree and 68 respondents or
23.1% and 23 respondents or 7.8% of the sample population,agree and strongly
disagree,respectively. The total percentage of the respondents who possess the
complex buying behavior is 30.9%, it includes the 7.8% who extremely possess the
complex buying behavior. The weighted mean for this data is on 2.9 meaning 39.7%
disagree nor agree if they neither possess a complex buying behavior or not.
38
Figure 3.2
Dissonance-Reducing Buying Behavior
Figure 3.2
When faced with a difficult decision on which product to buy,19 respondents or
6.4% of the sample population disagree,33 respondents or 11.2 percent agree,43
respondents or 14.6% strongly agree, and 65 respondents or 22%of the sample
population are still undecided. The total percentage of the respondents who possess the
Dissonance-reducing buying behavior is 60.4%, it includes the 14.6% who extremely
possess the Dissonance-reducing buying behavior. The weighted mean of this data is
3.5, indicating that 45.8% of respondents agree that they possess a Dissonance-
Reducing buying behavior
39
Figure 3.3
Habitual Buying Behavior
Figure 3.3
In this Graph, 27 respondents, or 9.2% of the sample population strongly
disagreed they like repeatedly buying the same brand of the product and 47
respondents or 15.9% of the sample population disagree in this while 33.9% of the
sample population or 100 respondents agree that they like to buy repeatedly the same
brand of the product and 27 respondents or 9.2 percent of the sample population are
strongly agree to buy again the same brand product. 31.9% or 94 respondents are still
undecided whether they like buying the same product repeatedly. The total percentage
of the respondents who possess the Habitual buying behavior is 43.1%, it includes the
40
9.2% who extremely possess the Habitual buying behavior.The weighted mean for this
graph is 3.1 meaning that 31.9% of the respondents are undecided whether they
possess the habitual buying behavior or not.
Figure 3.4
Variety seeking buying behavior
Figure 3.4
This graph shows the overall percent of the participants who the 22 respondents
or 7.5% of the sample population are strongly disagree they are variety seeking person,
44 participants or 14.9% of the sample population are disagreed in this and most of the
participants or 30.5% of the sample population agree that they are still buying different
41
brands products even if they are have their trusted brand products equal to 90
respondents and also 39 respondents or 13.2% of the sample population are strongly
agree that they possess a variety seeking buying behavior. The total percentage of the
respondents who possess the variety seeking buying behavior is 43.7%, it includes the
13.2% who extremely possess the variety seeking buying behavior. The weighted mean
for this question is 3.2 meaning that 33.9 percent are undecided whether they are a
variety seeking buying behavior or not.
Types of Consumers’ Behavior
Table 1
Types of Strongl Disagr Netur Agree Strong Weight Total Verbal

consumer y ee al (4) ly ed Percenta Descripti
’s Disagr (3) Agree Mean ge on
behavior ee (5)
(1) (2)
Complex 38 49 117 68 23 2.9 30.9% Agree

Buying (12.9% (16.6% (39.7 (23.1 (7.8%) (39.7%) nor
Behavior ) ) %) %) Disagree
Dissonan 19 33 65 135 43 3.5 60.4% Agree

ce- (16.4% (11.2% (22%) (45.8 (14.6 (45.8%)
Reducing ) ) %) %)
Buying
Behavior
Habitual 27 47 94 100 27 3.1 41.1% Agree
42
Buying (9.2%) (15.9% (31.9 (33.9 (9.2%) (31.9%) nor
Behavior ) %) %) Disagree
Variety 22 44 100 90 39 3.2 47.1% Agree

Seeking (7.5%) (14.9% (33.9 (30.5 (13.2 (33.9%) nor
Buying ) %) %) %) Disagree
Behavior
There is a total of 30.9% of respondents who possess Complex buying behavior.

It also includes the 7.8% who extremely possess the complex-buying behavior. The
majority of the respondents fall down into 2.9 weighted mean, meaning that 39.7%
agree or disagree that they like buying expensive items.
While in the Dissonance-Reducing buying behavior, there are a total of 60.4%

who possess the Dissonance-Reducing buying behavior. This includes the 14.6% who
extremely possess the Dissonance-reducing buying behavior. The majority of the
respondents fall down into 3.5 weighted mean, meaning that 45.8% agree that they
experience hard decisions when buying.
There are a total of 41.1% who possess habitual buying behavior. It also includes
the 9.2% who extremely possess this kind of behavior. The majority of the respondents
fall down into 3.1 weighted mean meaning that there are 31.9% agree or disagree that
they possess this behavior.
Lastly there’s a total of 47.1 percent of respondents who possess the variety
seeking behavior. This also includes those 13,2% who are in this kind of behavior. The
majority of respondents fall down into 3.2 weighted mean meaning that there are 33.9%
agree or disagree that they possess this behavior.
43
Figure 4.1
(Factors)
Availability of Products
44
Figure 4.1
In this graph, 8 or 2.7% of the respondents strongly disagree that the availability
of the products is a factor affecting their behavior, but 21 or 7.1% of the total population
disagree, while 82 or 27.8% are undecided. Online shopping provides a variety of
product purchases and 141 respondents or 47.8% are and lastly 43 respondents or
14.6% of the sample population strongly agree that the availability of the products are
their decisions. The weighted mean for this question lies on 3.6 meaning that
adolescents agree that online shopping provides a variety of products for purchase.
Figure 5.1
(Factors)
45
Perceived Usefulness
Figure 5.1
The overall percentage of participation is depicted in this graph.who the 9
respondents or 3.1 percent of the sample population are strongly disagree that the
Perceived Usefulness is a factor affecting their behavior , 21 participants or 7.1 percent
of the sample population are disagree in this.and most of the participants 38 or 12.9
percent of the sample population undecided whether they are agree or disagree
otherwise 155 sample population or 52.5 percent are agree that online shopping
provides the special offers and discount and 77 sample population or 26.1 percent of
the participants are strongly agree. The weighted mean for this question lies on 3.6
meaning that they agree that online shopping provides special offers/discounts for
purchase.
Figure 5.2
(Factors)
46
Figure 5.2
9 of the respondents or equal to 3.1 percent of the sample population strongly
disagree that online shopping has a large section of product otherwise 19 of the
respondents or 6.4 percent of the sample population are disagree and 49 of the
respondents or 16.6 percent are undecided while other respondent that total of 157 or
53.2 percent are agree, and 61 sample population or equal to 20.7percent are strongly
agree. The weighted mean for this question lies on 3.8 meaning that they agree that
online shopping has a large selection of products.
Figure 5.3
47
(Factors)
Figure 5.3
In this graph 11 of sample population or 3.7 percent are strongly disagree that
they are satisfied with the product tracking process provide by the online shop and 18
respondents or equal to 6.1 percent are disagree in this while 30.5 percent of the
sample population or 90 respondents are still undecided if they are satisfied with the
product tracking process provide by the online shop and 47.5 percent of the sample
population or 140 respondents are agree that they are satisfied while 36 respondents or
12.2 percent of sample population are strongly agree. The weighted mean for this
question lies on 3.5 meaning that they agree that they are satisfied with the product
tracking process provided by the online shop.
48
Figure 5.4
(Factors)
Figure 5.4
In this graph 2.7 percent of sample population or 8 respondents are strongly
disagree and 21 respondents or 7.1 percent of sample population are disagree while
104 respondents or 35.3 Percent of sample population are undecided on convenience
of customers in purchasing products otherwise 142 respondents or 48.1 percent of the
sample population agree and 6.8 percent of the sample population or 20 respondents
are strongly agree. The weighted mean for these questions lies on 3.5 meaning that
they agree that for the convenience of consumers in purchasing products.
49
Figure 6.1
(Factors)
Economic
Figure 6.1
The overall percentage of participants is depicted in this graph who the 24

respondents or 8.1 percent of sample population are strongly disagree and 55
respondents or 18.6 percent of sample population are disagree while 107 of
respondents or 36.3 percent are undecided on easy refund and return policy and 77
respondents or 26.1 percent agree otherwise 32 respondents and 10.8 percent of
sample population are strongly agree in easy refund and return policy. The weighted
mean for this question lies on 3.1 meaning that they agree or disagree that online
shipping is an easy refund and return policy.
50
Figure 6.2
(Factors)
Economic
Figure 6.2
This graph shows the prefer online shop prices than department store prices,
who the 17 respondents or 5.8 percent of sample population are strongly disagree and
53 respondents or 18 percent of sample population are disagree while 114 respondents
or 38.6 percent are undecided if they are agree or disagree 80 respondents or 27.1
percent agree that prefer online shop prices than department store prices and 10.5
percent of sample population or 31 respondents are strongly agree. The weighted mean
for this question lies on 3.1 meaning that they agree or disagree that they prefer online
shop prices than department stores prices.
51
Figure 6.3
(Factors)
Economic
Figure 6.3
This graph shows the detailed description and information availability to every
product. 9 respondents or 3.1 percent are strongly disagree and 37 respondents or 12.5
percent are disagree and 63 respondents or 21.4 percent of sample population are
undecided whether they are agree or disagree mostly 135 respondents or 45.8 percent
of sample population agree that detailed description and information availability to every
product while 51 respondents or 17.3 percent are strongly agree. The weighted mean
for this question lies on 3.6 meaning that they agree in the detailed description and
information availability to every product.
52
Figure 7.1
(Factors)
Website Quality
Figure 7.1
This graph shows the visibility of delivery fee to the purchased fee to the
purchased product in the receipt. 7 respondents or 2.4 percent are strongly disagree
and 17 respondents or 5.8 percent are disagree and 78 respondents or 26.4 percent of
sample population are undecided whether they are agree or disagree mostly 145
respondents or 49.2 percent of sample population agree that detailed description and
information availability to every product while 48 respondents or 16.3 percent are
strongly agree. The weighted mean for this question lies on 3.7 meaning that they agree
on the visibility of delivery free to the purchased product in the receipt.
53
Figure 7.2
(Factors)
Website Quality
Figure 7.2
This graph shows the respondents prefer more secured websites. 9 respondents
or 3.1 percent are strongly disagree and 19 respondents or 6.4 percent are disagree
and 47 respondents or 15.9 percent of sample population are undecided whether they
are agree or disagree mostly 126 respondents or 42.7 percent of sample population
agree that detailed description and information availability to every product while 94
respondents or 31.9 percent are strongly agree. The weighted mean for this question
lies on 4.0 meaning that they agree that they prefer a more secured website.
54
Figure 8.1
(Factors)
Perceived Risk
Figure 8.1
This graph shows that Online shopping is risky. 14 respondents or 4.7 percent
are strongly disagree and 33 respondents or 11.2 percent are disagree and 110
respondents or 37.3 percent of sample population are undecided whether they are
agree or disagree mostly 103 respondents or 34.9 percent of sample population agree
that detailed description and information availability to every product while 35
respondents or 11.9 percent are strongly agree. The weighted mean for this question
lies on 3.3 meaning that they agree or disagree that online shopping is risky.
55
Figure 8.2
(Factors)
Perceived Risk
Figure 8.2
This graph shows respondents to hesitate to give their credit/debit card number while
shopping online. 27 respondents or 9.2 percent are strongly disagree and 44
respondents or 14.9 percent are disagree and 81 respondents or 27.5 percent of
sample population are undecided whether they are agree or disagree mostly 62
respondents or 21 percent of sample population agree that detailed description and
information availability to every product while 94 respondents or 31.9 percent are
strongly agree. The weighted mean for this question lies on 3.3 meaning that they agree
nor disagree that they are hesitate to give their credit/debit card number.
56
Factors that affect the consumer’s shopping buying behavior towards Online
Shopping
Table 2
Factors Elements Converged Weighted Verbal

Mean Description
Availability of Online shopping provides a variety of 3.6

Products products for purchase. Agree
Perceived Online shopping provides special 3.9

Usefulness offers/discounts for the purchase.
Online shopping has a Large 3.8

selection of products.
I am satisfied with the product 3.5 Agree

tracking process provided by the
online shop.
The convenience of consumers in 3.5

purchasing products.
Economic Easy refund and return policy 3.1
57
Prefer online shop prices to 3.1 Agree nor
department store prices. Disagree
Detailed description and information 3.6

available to every product
Website Visibility of delivery fee to the 3.7

Quality purchased product in the receipt
Agree
Prefer a more secure web site’s 4.0

website
Perceived Risk Online shopping is risky 3.3 Agree nor

Disagree
Hesitate to give credit/debit card 3.3

number
The table shows the factors that affect consumer’s behavior towards Online
shopping.The table helps the elements to converge to identify the factors that affect the
consumer’s behavior towards online shopping. Availability of products is one that affects
the adolescent’s behavior. The weighted mean lies on 3.75 meaning that adolescents
agree that this factor affects their behavior when shopping online.
Another factor is the Perceived usefulness of Online shopping, the average lies
on 3.6 meaning that they agree that perceived usefulness is one of the factors that
affects their behavior.
Respondents also agree that Website quality is one of the factors that affect their
behavior since the weighted mean lies on 3.6 meaning that they agree that this is also a
factor that affects their behavior.
Adolescents agree nor disagree that Economic and Perceived Risk can affect
their buying behavior since the weighted mean lies in 3.2-3.3 meaning that they agree
or disagree that these factors can affect their behavior.
58
Figure 8.1
Online Shopping Satisfaction
This graph shows the satisfaction of consumers with the customer services
provided by online shopping. 54.6% with 161 respondents agreed that they are satisfied
with what they buy when shopping online, 17.3% with 51 respondents strongly agree
with this statement. 5.1% with 15 respondents disagree that they are satisfied with what
they buy in online shopping and 2.7% strongly disagree with this statement. While
20.3% with 60 respondents disagree nor agree. The weighted mean for this graph is 3.8
means that the average for this graph lies at 54.6% with 161 respondents agreeing that
they are satisfied with what they buy in online shopping.
59
Figure 8.2
This graph shows the satisfaction of consumers with the customer services
provided by online shopping. 41.8% with 142 respondents agreed that they are
satisfied with the online shopping services and 10.5% with 31 respondents strongly
agree with this statement. 7.1% with 21 participants disagreed and 3.1% percent with 9
respondents strongly disagree that they are satisfied with customer service provided by
the online shopping, while 31.2% with 92 respondents are undecided. The weighted
mean for this graph is 3.5 means that the average for this graph lies at 48.1% with 142
respondents agreeing that they are satisfied with the customer service provided by the
online shopping.
60
Figure 8.3
This graph shows the overall experience of participants when it comes to online
shopping. 50.8% with 150 respondents agreed that they are satisfied with online
shopping and 16.6% with 49 respondents strongly agreed with this statement, while the
lowest is 3.7% with 11 respondents strongly disagree with this question, 6.8 percent
disagreed means they are not satisfied with online shopping, while 22% of participants
are undecided. The weighted mean for this graph is 3.7 means that the average for this
graph lies at 50.8% with 150 respondents agreeing that they are satisfied with the
overall experience in online shopping.
61
Table 3
Consumer Sastifaction
Types of Strongl Disagr Neutr Agree Strong Weighte Total Verbal

consume y ee al (4) ly d Percenta Descripti
r’s Disagr (2) (3) Agree Mean ge on
behavior ee (5)
(1)
I am 8 15 60 161 51 3.8 71.3% Agree

satisfied (2.7%) (5.1%) (20.3 (54.6 (17.3%
with what %) %) )
I buy
when
shopping
online
I am 9 21 92 142 31 3.5 58.6% Agree

satisfied (3.1%) (7.1%) (31.2 (48.1 (10.5%
with the %) %) )
customer
service
provided
by the
online
shopping
In my 11 20 65 150 49 3.7 67.4 Agree

overall (3.7%) (6.8%) (22%) (50.8 (16.6%
experien %) )
ce, I am
satisfied
with
online
shopping
62
The weighted mean for satisfactory with what they buy online is 3.8 meaning that
they are agree that they are satisfied with what they buy when shopping online. 71.3%
is the total percentage of respondents who are satisfied and it also includes those
respondents who strongly agrees.
The weighted mean for satisfactory with the customer service provided by the
online shopping is 3.5 meaning that they are agree that they are satisfied with the
customer service. 58.6% is the total percentage of respondents who are satisfied and it
also include those people who strongly agrees.
The weighted mean for the overall satisfcatory of respondents towards online
shopping lies on 3.7 meaning that respondents agree that they are satisfied with online
shopping. The total percentage of respondents who are satisfied is 67.4% and it also
includes those respondents who strongly agrees.
63
Chapter 5
Presentation, Analysis, and Interpretation of Data
This chapter presents the research summary, conclusions, and

recommendations of the study. The finding of the study has much information included
in the summary. Generalizations are included in the conclusions and the
recommendations of the researchers to the beneficiaries of the study are also part of
this chapter.
Summary of Findings
1. Demographic Profile of the Respondents:
The profile from respondents were derived from selected variables
1.1 Sex
Majority of the respondents are females which is 192 participants or 65.1% who
responded to the survey, while there are 103 males or 34.9% of the respondents are
male
1.2 Age
The highest responses are at the age of 15 (31.9%) which is 94 participants.

Followed by 16 years old (30.5%) that gains 90 participants. Next to this is 17 years old
(22%) with 65 participants and the lowest response is at the age of 14 years old (15.6%)
having 46 respondents. Majority of participants are 15 years old who use Online
shopping a lot.
2. How often they shop online
64
For the summarization of the respondents’ answers, the 161 respondents said
they rarely shop online with the equivalent of 54% of the total respondents. Followed by
85 respondents who answered they only shop monthly or 28.8% of the total
respondents. While 20 participants answered weekly and once in 2-3 days with a 6.8%
rate. Lastly, there are small results that people shop daily which is 9 participants or
3.1% out of 295 respondents.
3.What types of buying Behavior does adolescents possess?
3.1 Complex Buying behavior

The total percentage of the respondents who possess the complex buying
behavior is 30.9%, it includes the 7.8% who extremely possess the complex buying
behavior. The weighted mean for this data is on 2.9 meaning 39.7% disagree nor agree
if they neither possess a complex buying behavior or not.
3.2 Dissonance-Reducing Buying Behavior
There are a total of 60.4 percent of people who engaged in dissonance

decreasing purchasing behavior.This includes that 14.6 percent of those who have
extreme dissonance-reducing buying habits.The bulk of respondents fell within the 3.5
weighted mean,which is 45.8% agree that making purchasing selections is difficult.
3.3 Habitual Buying Behavior
A total of 41.1 percent of people have a habit of buying things they don’t need.It
also includes the 9.2 percent of the population that exhibit this type of conduct on a
regular basis.The bulk of response fell within the 3.1 weighted mean,which means that
31.9 percent agree or disagree that they engage in this habits.
3.4 Variety Seeking Behavior
Finally,47.1 percent of respondents engage in variety seeking activity.This

includes the 13.2 percent of people that engaged in this type of conduct.The bulk of
respondents fell into the 3.2 weighted mean,which means that 33.9 percent of them
agree or disagree that they have this behavior.
4.What are the Factors that affect adolescents' consumer behavior towards online
shopping?
4.1 Product Availability
The weighted mean is 3.6,indicating that adolescents agreed that the Product
Availability factor influences their online buying behavior.
4.2 Perceived Usefulness
65
The weighted mean falls down into 3.67 indicating that adolescents agreed that
Perceived Utility factor influences their online buying behavior.
4.3 Economic
The weighted mean of the elements converged falls down into 3.26,indicating
that adolescents agreed or disagreed that Economic factors influence their online
buying activity.
4.4 Website Quality
The weighted mean is 3.85,indicating that adolescents agreed that the Website
Quality factor influences their online buying habits.
4.5 Perceived Risk
The weighted average is 3.3,indicating that adolescents agreed or disagreed that

Perceived Risk factor influences their online buying behavior.
5.Measures of their online satisfaction
5.1 Satisfaction with the product they buy

Consumer satisfaction with online shopping’s customer service is depicted in
this graph.54.6 percent of 161 respondents agreed that they are satisfied with the items
they purchase when shopping online,and 17.3 percent of 51 respondents strongly
agreed.5.1 percent (15 respondents) disagree with the assertion that they are satisfied
with what they acquire when they shop online,and 2.7 percent strongly disagree.While
20.3 percent of the respondents 60 disagree or do not agree.The weighted mean for
this graph is 54.6 percent,with 161 respondents agreeing that what they acquire through
online shopping is satisfactory.
5.2 Satisfaction on customer service provided by the Online Shopping
Consumer satisfaction with online shopping’s customer service is depicted in

this graph,41.8 percent of 142 respondents believed that online purchasing services are
satisfactory,and 10.5 percent of 31 respondents strongly agreed with this assertion.7.1
percent of 21 participants disagreed,and 3.1 percent of 9 respondents strongly
disagreed,that they are satisfied with online buying customer services,while 31.1
percent of 92 respondents are undecided.Because the weighted mean for this graph is
3.5,the average for this graph is 48.1 percent,with 142 respondents agreeing that the
customer service give by online purchasing is satisfactory.
5.3 Satisfaction in overall experience in Online shopping
66
This graph depicts the participant’s overall experience with online buying.50.8
percent of 150 respondents said they are content with online shopping and 16.6 percent
of 49 respondents strongly agreed,while the lowest response rate is 3. Percent with 11
respondents strongly disagreeing with this issue,6.8 percent disagreeing suggests they
are dissatisfied with online shopping,and 22 percent are indecisive.The weighted mean
for this graph is 3.7,which implies that the average for this graph is 50.8 percent with
150 respondents agreeing that their overall online shopping experience was
satisfactory.
Conclusion
Based on the findings derived from the study the following conclusions were
drawn.
1. Findings showed that the majority of the middle adolescents who use online
shopping is at the age of 15, the majority of adolescents who use online
shopping is female and the majority of adolescents just shop rarely in online
shopping.
2. Majority of adolescents possess the dissonance reducing buying behavior with
60.4% of respondents, next of it is adolescents who possess variety seeking
behavior with 47.1%, Habitual buying behavior with 41.1%, and complex buying
behavior with the total of 30.9% of respondents.
3. The data shows that the factors that affect adolescents' consumer behavior
towards online shopping are Availability of products, Perceived usefulness of
Online shopping, and Website quality. Adolescents agree nor disagree that
Economic and Perceived Risk can affect their buying behavior.
4. Findings say that adolescents were satisfied with what they buy in online
shopping, they are also satisfied with the customer service provided by the online
shopping and they are overall satisfied with the online shopping.
67
Recommendations
This research topic wants to aim at the behavior of young adolescents towards
online shopping to online shopping satisfaction. It wants to investigate the different
factors affecting consumers' attitudes towards the use of online shopping. Due to the
trend of online shopping and in this moment of pandemic many Filipinos spend their
time on online platforms. One of them is online shopping. This study illustrates the
example of recommendation for the sake of the following:
To the parents:
They are the ones who have the responsibility to teach or advise those good
behaviors to their young adolescents, such as; being responsible to use online
shopping, on how to budget or handle money not in luxury yet in important things also.
Parents should not let their children be addicted to online shopping as long as they are
the one who will also suffer from this kind of situation. Although they should not tolerate
the behavior that can lead to a negative habit.
To the young adolescents:
They are more skillful at internet use than adult users, they are the ones who are
more influenced by online platforms, Therefore they need to know how to balance their
time on how they spend on online shopping and on their household chores. Making
decisions, since they are young they always choose the popular or the trends rather
than to be practical ones, while we are young we need to be wise especially in money
every time we spend it.
68
To online sellers:
To the online sellers they are the one who are more able to benefit from this
since they are the one who sell the product of the desire of the youth. Online sellers
should know the likes of young people, their product should be attractive and effective
to use. To the attitude they have to be more patient to entertain the customers. Lastly if
they want to be trusted by the customers their transaction must be legitimate and not a
scammer so it will increase the willingness of customers to shop or buy online.
To the future researchers:
This research study the behavior of young adolescents to online shopping

satisfaction is all about the presence of young people on how they will deal with the
different factors that can affect their behavior. To the future researchers who are
interested in this research they can expand or widen the ideas that we put into this
study. Improving with deeper study when it comes to the behavior of young adolescents
on online shopping,, deeper study about consumers behavior, relationship of their
behavior and Online Shopping satisfaction the feedback after sales, the average of
income, and the different ranges of age. In the same way we have as they have
different bases to their study they can generate perspective and their desired research
result.
69
Bibliography
Websites:
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https://fastpayltd.co.uk/blog/consumer-behaviour-theory-how-has-it-changed/
Dr.McLeod, Saul. (2019) Likert Scale Definition, Example and Analysis

https://www.simplypsychology.org/likert-scale.html
Gnanadhas, Edwin & Sunitha C.K. (2014) Online Shopping and Overview
https://www.rese
archgate.net/publication/264556861_Online_Shopping_-_An_Overview
Chakravorty,Sujan & Sultana, Nahida & Esha, Bushra Humyra & Islam, Md. Aminul &
Rahman, Mohammad Anisur. (2018) Consumer buying behavior towards online
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Katawetawaraks, Chayapa & Wang, Cheng Lu. (2011) Online Shopper Behavior:
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71
Appendices
I. Questionnaire
II. Letter of Validation
III. Consent to study
IV. Letter to Conduct
V. Cetificate of Orginality
VI. Curriculum Vitae
72
QUESTIONNAIRE
Name:
Age:
*14
*15
*16
*17
Sex:
*Male
*Female
73
How often do you shop online?
*Monthly
*Weekly
*Once in 2-3 days
*Daily
*Rarely
SECTION 1
Questions Strongly Disagree Neutral Agree Strongly

Disagree Agree
1. I like
buying
expensive
items online
2. I
experience
hard
decision
which
product I'm
going to buy
3. I like
repeatedly
buying the
same brand
of product
4. I like
buying
different
brand
products
even if I
have trusted
brand
products
SECTION 2
74
Disagree Agree
1. Online
shopping
provides
variety of
products for
purchase.
2. Online
shopping
provides
special
offers/discount
s for purchase.
3. Online
shopping has
Large selection
of products.
4. I am
satisfied with
the product
tracking
process
provided by the
online shop.
5. Convenience
of consumers
in purchasing
product.
6. Easy refund
and return
policy
7. Prefer online
shop prices
than
department
store prices.
8. Detailed
description and
information
availability to
every product
9. Visibility of
delivery fee to
the purchased
product in the
receipt
75
10. Prefer more
secured
website
11. Online
shopping is
risky
12. Hesitate to
give
credit/debit
card number
SECTION 3

Disagree Agree
1. I am
satisfied with
what I buy
when shopping
online
2. I am
satisfied with
the customer
services
provided by the
online
shopping
3. In my overall
experience I
am satisfied
with online
shopping
76
LETTER OF VALIDATION
Date: June 01, 2020
Name: Jerry Boy D. Andeza Jr.
ABM Teacher
Culiat High School
Dear Sir,
Pleasant Day!
The signed representative of the group of this request are currently taking Practical Research 2
and has this study as a partial requirement for its completion. This Study entitled “The Behavior
77
of Young adolescents Towards Online Shopping to Online Shopping Satisfaction .”aims to the
beahvior of young adolescents towards Online Shopping
One of the essential parts of this study is the validation of the research instrument for gathering
necessary information and data. In this regard, the representative would like to submit the
attached instrument, survey questionnaire, for Validation and comments and suggestions, thus
making the process of the validation of said instrument.
We recognize and acknowledge your expertise on this field. Thank you for your important
support.
Respectfully Yours,
Name
Ivyn Ventura
Noted by:
Katherine Ines
PR 2 Teacher
Name
Dr. Rio DR. Demiao
CERTIFICATE OF VALIDATION OF THE SURVEY QUESTIONNARE
78
CERTIFICATE
This is to certify that I have participated in the validation of the Research Instrument of
Grade 12 students from SCHOOL, for their study entitled, “The Behavior of Young adolescents
Towards Online Shopping to Online Shopping Satisfaction. This is in partial fulfillment of the
requirements for the subject Inquiries, Investigations and Immersion of 2nd Semester, School
Year 2020-2021
JERRY BOY D. ANDEZA JR.
11 ABM - MARX Adviser
LETTER TO CONDUCT
Division of City Schools
79
CULIAT HIGH SCHOOL
Quezon City, District VI, Metro Manila
Tandang Sora Ave., Brgy. Culiat, Quezon City
June 10, 2021
Dr. Rio DR. Demiao

Master Teacher II, SHS Focal Person
Dear Sir,
Warmest Greetings!
We, students are conducting a study entitled “The Behavior of Young Adolescents to
Online Shopping Satisfaction” as a partial fulfillment of the Requirements for Practical
Research 2 Subject. At the Culiat High school, Quezon City.
In this regard, May I respectfully request permission from your good office to allow me
conduct the said study in selected grades from Culiat High School. The respondents will be
selected randomly from Grade 8, 9 and 10. Your approval and support to the completion of this
study will be greatly appreciated.
Thank you and God Bless!
Respectfully yours,
Ventura, Ivyn Sean S.

Group Leader
Approved by:
_____________________
Assistant School Principal
Certificate of Originality
80
We hereby certify that this research entitled The Behavior of Young Adolescents
Towards Online Shopping to Online Shopping Satisfaction is an original work with
maximum effort conducted and the best of our knowledge. This does not contain any
materials published or written by another individual. All information in this Thesis has
been attained and presented in accordance with academic rules and ethical procedures.
We affirm that the content of this research is the product resulted from our own
work. As required by the rules and conduct, We have fully cited and referenced all
materials and results that are not original from this research.
Ivyn Ventura
Group Representative
Date:06-07-21
Attested by:
Katherine Ines-Nuñez, RN, MAN, LPT
Date:_____________________
Curriculum Vitae
Name: Ivyn Ventura
Address: Blk 37 Lot 9 St. Therese Marilao Bulacan
81
Contact Number: 09163817063
Email: [email protected]
PERSONAL PROFILE:
BIRTHDAY: July 16, 2003
AGE: 17
RELIGION: Catholic
EDUCATINAL PROFILE:
SECONDARY (SENIOR HIGH) : Culiat High School
GRADE 11
2020-2021
JUNIOR HIGH: Christ’s Achievers Montessori
GRADE 10
2019-2020
Christ’s Achievers Montessori
GRADE 9
2018-2019
GRADE 8
2017-2018
GRADE 7
2016-2017
PRIMARY : Christ’s Achievers Montessori
GRADE 1 – 6
2011-2016
Name: Janna Duman

Address: 30 Libyan Street, Brgy Culait Q.C
82
PERSONAL PROFILE:
BIRTHDAY: May 29, 2004
AGE: 17
RELIGION: ISLAM
EDUCATIONAL PROFILE:
SECONDARY (SENIOR HIGH) : CULIAT HIGH SCHOOL
GRADE 11
2020-2021
JUNIOR HIGH: CULIAT HIGH SCHOOL
GRADE 10
2019-2020
CULIAT HIGH SCHOOL
GRADE 9
2018-2019
CULIAT HIGH SCHOOL
GRADE 8
2017-2018
CULIAT HIGH SCHOOL
GRADE 7
2016-2017
PRIMARY : CUlIAT ElEMENTARY SCHOOL
GRADE 1 – 6
2010 – 2016
Name: Heizl Sebonga

Address: 117E MACAYA STREET
83
PERSONAL PROFILE:
BIRTHDAY: JUNE 12, 2003
AGE: 18
RELIGION: CATHOLIC
GRADE 11
2020-2021
GRADE 10
2019-2020
CULIAT HIGH SCHOOL
GRADE 9
2018-2019
CULIAT HIGH SCHOOL
GRADE 8
2017-2018
CULIAT HIGH SCHOOL
GRADE 7
2016-2017
PRIMARY : PANDAN ELEMENTARY SCHOOL
GRADE 1 – 6
20011- 2016
Name: Roman Francis San Miguel

Address: 25 Tulips Street St. Dominic 4 Barangay Culiat Tandang Sora Quezon City
84
PERSONAL PROFILE:
BIRTHDAY: March 4, 2004
AGE: 18
RELIGION: CATHOLIC
GRADE 11
2019-2020
GRADE 10
2018-2019
CULIAT HIGH SCHOOL
GRADE 9
2017-2018
CULIAT HIGH SCHOOL
GRADE 8
2016-2017
CULIAT HIGH SCHOOL
GRADE 7
2015-2016
PRIMARY : Culiat Elementary School
GRADE 1 – 6
2011-2016
Name: Joshua O. Datu

Address: 76 Legaspi St. Pael Culiat Quezon City
PERSONAL PROFILE:
85
BIRTHDAY: August 11, 1999
AGE: 21
RELIGION: Roman Catholic
GRADE 11
2020-2021
JUNIOR HIGH: Ernesto Rondon High School
GRADE 10
2017-2016
Ernesto Rondon High School
GRADE 9
2015-2016
GRADE 8
2014-2015
GRADE 7
2013-2014
PRIMARY : Mines Elementary School
GRADE 1 – 6
2007-2013
Name: John Rommel Bermudo

Address: #39 Pingkian 2 Brgy. Pasong Tamo Quezon City
PERSONAL PROFILE:
BIRTHDAY: May 27, 2003
86
AGE: 18
RELIGION: CATHOLIC
GRADE 11
2020-2021
Dr. Carlos Lanting College
GRADE 11
2020-2021
GRADE 10
2018-2019
CULIAT HIGH SCHOOL
GRADE 9
2017-2018
CULIAT HIGH SCHOOL
GRADE 8
2016-2017
CULIAT HIGH SCHOOL
GRADE 7
2015-2016
PRIMARY : Pasong Tamo High School
GRADE 1 – 6
2009-2015
87

The Behavior of Young Adolescents Towards Online Shopping To Online Shopping Satisfaction

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Division of City Schools

CULIAT HIGH SCHOOL

Quezon City, District VI, Metro Manila

Tandang Sora Ave., Brgy. Culiat, Quezon City

The Behavior of Young Adolescents towards Online Shopping

to Online Shopping Satisfaction

Ms. Katherine I. Nunez

Bermudo, John Rommel

Ventura, Ivyn Sean

11- ABM Karl Marx

To our friend for cheering us whenever we feel down and supporting us on

The Problem and Its Background

Each of the five phases depicted above is experiencing outer elements of

 What are the behaviors of young adolescents when shopping online?

This study aims to determine the behavior of young adolescents correlated to

FUTURE RESEARCHERS: This research would be beneficial to the researchers since

Review of Related Literature

As indicated by market business news, online shopping is the action or activity of

Online shopping is getting progressively well known for an assortment of

Compared to physical stores, online stores have many advantages: they're

Previous research has revealed behaviors towards online shopping are a

Convenience: Empirical research shows that the accommodation of the web is

A few customers utilize online channels just to escape from face-to-face

Disappointment with internet shopping: clients' past online shopping experience

Another factor is Group influence. Peer pressure likewise impacts purchaser

Consumer views of online ease, merchandising (product offers and product

According to Yooncheong Cho, Fjermestad, and Hiltz (2003), product category

Product perceptions, buying experience, customer service, and perceived

Human factors (number of visits to the site), entertainment, instruction,

Website quality has a direct and positive influence on customer satisfaction,

According to Forsythe Sandra M. and Shi Bo (2003), Internet consumers

According to Constanza Bianchi Lynda Andrews (2012), perceived risk online

Customer satisfaction measures how your product, service, and overall

Satisfaction may be a dynamic, moving target that will evolve, influenced by a

Consumer loyalty is impacted by explicit item or administration highlights and

This research aims:

2.To determine the behavior of the respondents when shopping online

3. To determine how frequently they shop online.

Methodology of the Study

Data Processing Procedure

Presentation, Analysis, and Interpretation of Data

Demographic data of the respondents

Frequency Distribution of the Respondents according to Age

Total 295 100%

Frequency Distribution of the Respondents according to Sex

Male 103 34.9%

Female 192 65.1%

Total 295 100%

Frequency Distribution of the Respondents according to Frequency of Shopping

Frequency of Shopping Online F %

Once in 2-3 days 20 6.8%

Rarely 161 54.6%

Total 295 100%

Complex Buying Behavior

Dissonance-Reducing Buying Behavior

Habitual Buying Behavior

Variety seeking buying behavior

Types of Consumers’ Behavior