1

CUSTOMER’S PERCEPTION INFLUENCING

ONLINE SHOPPING INTENTION IN TAGUM CITY

LEA MAE CONFESOR

KRISTIAN GENITA
SASKIA MARIE COLEEN L. JAYECTIN
FAYEVEE NABASCA
MERR FE T. PAINAGAN
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March 2017
Chapter 1

The Problem and Its Setting

As the technology increases, the internet has also developed into a massive

global market place for the exchange of goods and services. Online shopping is

broadly defined, including finding online retailers and products, searching for product

information and selecting payment option. Furthermore, online shopping intention is

a plan to purchase a particular goods or service in the future. On the other hand,

customer perception is what customers and potential customers think about a

business. This has direct impact in attracting new customers and retaining good

relationship between existing customers. In association with this, understanding what

perception of customers influence their intention to shop online plays a vital role to

succeed in the highly competitive e-commerce environment (Cai and Cube, 2008;

Bailey, 2017).

In Indonesia, customers build their decisions based on what they perceive.

They purchase items online because of their perception that online shopping is

useful and easy to use. They perceive it as useful because of the of the product

alternatives that online sellers provide that makes shopping more effective and the

ability of online shopping to fulfill their needs faster. As people perceive that

technology is easy to use, they also perceive that online shopping is easy to access

as for comparing products, and prices and finding desired items. They perceive that

online shopping will free them from difficulties (Davis et al., 1989; Pavlou 2003;

Junati, 2014).

In the Philippines, Internet is increasing exponentially and the growing number

of consumers who are turning to the Internet to conduct product research and

guarantee that they are getting the best price or deal. According to Visa Research
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(2015), Filipinos’ top reasons for doing their shopping online are convenience,

affordability of price and time-saving. By this, convenience affects the intention of

customers to buy online because of its amenity. Visa Research (2015) also said that,

adjusting or changing the price has a big impact on the marketing strategy of the

seller. Customers prefer to buy online if the price is affordable. Also, it eliminates the

time to go to shopping malls (Jamieson, 2012; Pedroso, 2015).

Without customers, there would be no business at all. As the online selling

becomes a new trend in the e-commerce business in Tagum City, understanding

what perception influences the intention of customers to shop online is a necessity.

When a buyer buys something through online for the first time, it is either they

continue to engage in acquiring products online or they stop. So, it is important that

sellers must know what their buyers and potential buyers perceive about the

business. It is significant that sellers identify their customers and potential customers’

perception that influences their intention to shop online to have insights on how to

further improve their service offered; thus there is a need to conduct this study.

Also this study will figure out the most important and relevant factors which

may highly influence the customers’ online shopping intention. This will inform online

sellers and those who are planning to engage in such business on how to further

improve their performance to draw new customers and retain current customers.

Statement of the Problem

The purpose of this study was to find the consumer’s perception and online

shopping intention in Tagum City.

Specifically, the researchers seek to answer the following problem:

1. What costumer’s perception influence online shopping intention in Tagum

City;
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1.1 perceived ease of use, and

1.2 perceived usefulness?

2. What is the intention that influences customer’s online purchasing in Tagum

City;

2.1 convenience,

2.2 time-saving, and

2.3 price?

3. Is there a significant relationship between customer’s perception and online

shopping intention?

Hypothesis

The null hypothesis is tested at 0.05 level of significance.

There is no significant relationship between costumer’s perception and online

shopping intention.

Review of Related Literature

Customer’s Perception

Perception is one of the psychological factors that can influence consumer

purchase behavior, and it is the process by which an individual select, organizes and

interprets the information he or she receives from the environment (Sheth et al.,

2004). What consumer thinks will affect their action, buying habits, and so forth, thus,

perception has strategic implications for marketers because consumers build

decisions based on what they perceive rather than on the basic of objective reality

(Schiffman and Kanuk, 2010).

Information technology provides online consumers with tremendous access to

information products and services from anywhere in the world and from different

sources other than solely from the product seller. The combination of less time
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available for shopping, limited information-processing capability and the explosive

amount of information on the web has, however, led customers to demand more

control, less effort and greater efficiency during shopping (Jarvenpaa and Todd,

1997). In order to respond to the customers’ desire for control and convenience, web

stores have to design an efficient system to enable consumers to easily find what

they need, learn more about it and quickly make a purchase decision (Baty and Lee,

1995).

Perceived Ease of Use

According to Davis et al. (1989), perceived ease of use refers the degree to

which the system requires very less or minimal effort to use, the effort is meant to

contain both intellectual and physical effort, and how simple it is. Ease of use tells

that how simple it is to use the Internet as a shopping channel (Monsuwe et al.,

2004). Szymanski and Hise (2000) used focus groups of consumers which shop

online to identify the satisfaction related to online shopping and identified as the

result of consumer perceptions of online convenience (ease of use), goods, web

design, and financial security.

Customers see the Internet as a way to shop effectively and efficiently. The

higher the website can provide comfort in searching and obtaining products online,

consumers more pleased. Positive factors include merchandising element includes

large variety of products, accessibility of products online, and the ease of

comparative shopping and search for the preferred products (Kwon and Lee, 2003

and Chain Store Age, 1999).

According to Buton-Jones and Hubona (2005), the ease of learning and

becoming skillful at using pervasive technologies, including technologies and

interfaces on online shopping sites, were concluded as valid determinants as to what

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makes a technology easy to use. The work of Selamat et al. (2009) further added

that a technology which is perceived to be easier to use than another is more likely

to be accepted by users whereas the more complex a technology is perceived to be,

the slower will be its rate of adoption. This is supported by Teo (2001) as the study

concluded that a system which is easy to use often requires less effort on the part of

users and thereby increases the likelihood of adoption and usage of a particular

technology.

Other scholars have also found that the perceived ease of use had a positive

influence on consumers’ attitude in using the Internet to shop online (Bisdee, 2007;

Yulihasri & Daud, 2011). This is consistent with the work of Childers et al. (2001)

which argued that online retailers which are able to provide online shopping sites

which are clear and understandable, with less mental effort requirement, and allow

consumers to shop the way they want to shop results in ease of use perceptions in

consumer minds with favorable attitudinal attachment to online retailers which are

able to do so.

Perceived Usefulness

This was defined by Fred Davis as "the degree to which a person believes

that using a specific system would improve his job performance (Davis 1989).

Looking ahead to electronic purchases, perceived usefulness is the customer

perception that online shopping or performance will be enhanced. The application of

the concepts of perceived usefulness in the context of electronic commerce, the

"utility" is the efficiency with which Internet shopping helps consumers to do their job.

According to (Barkhi and Wallace 2007), in addition to low prices, extensive variety

of merchandises and brands and minimal cost of finding facts that may contribute to
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the opinion of consumers about the value of buying clothing items an online store,

compared to buying an old-fashioned store.

Davis et al. (1989) identified perceived usefulness as key factors influencing

the acceptance of the system information. Perceived usefulness signifies its estimate

of the user advantages of using the system utility, such as simplification of the

system's efficiency and effectiveness in carrying out a particular task. While on the

other hand; it shows the implementation of a person or expectation for increased

performance through the use of the system. Similarly, one could define online

shopping as client's subjective probability that the use of a virtual store would have

increased value and competency throughout the buying procedure (e.g., find

information, compare orders, prices and payments, package tracking and client

access intangible products like services (Zhou et al., 2007).

According to McCloskey (2004), the ability to improve shopping performance,

shopping productivity, and most importantly, accomplishing shopping goals, were

concluded as valid determinants as to what makes consumers’ shopping activity a

success. This is in line with the findings of Barkhi et al. (2008) as their study

suggests that consumers will develop favorable attitudes toward products and/or

services that they believe to provide sufficient benefits or attributes toward a solution

and negative attitudes toward those that are inadequate. Given this scenario, Kim et

al. (2003) argued that online shopping sites which provide functions which aid

consumers in making better shopping decisions will be perceived as useful.

The same logic was observed in the work of Bisdee (2007) as online shopping

sites which are able to provide useful services to consumers and services which are

not available through traditional shopping (e.g. comparison between products at a

glance) will be perceived as useful by consumers, and thus leads to the development
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of favorable attitudes toward online shopping. This notion is supported by Childers et

al. (2001) whereby their findings suggest that consumers which had favorable

attitudes toward online shopping were found to perceive online retailers as being

useful as online retailers were able to enhance their shopping productivity,

effectiveness and ability.

Online Shopping Intention

Online shopping is a process where the customer purchases products and

services directly from the seller using the internet as a medium. Online shopping is a

type of e-commerce where the customer buys goods without any intermediary

services. Online shopping is an innovative form of trade that takes place on the

internet. Where customers visit various websites offering different products for sale,

select the product, order the products make, makes payments via credit cards and

finally seller physically delivered the products. People are mostly more intend to

shop online as it saves their time and they can do the work of hours in minutes still

confined to the office or home (Umair, 2014). According to Magee (2003), the growth

in the number of online shoppers is greater than the growth in Internet users,

indicating that more internet users are becoming comfortable to shop online.

Pavlou, Fygenson (2006) equate online shopping to e-commerce and suggest

the definition that e-commerce is the activity where consumers get information and

purchase products using Internet technology. It can be stated that the scientific

approach to shopping online is associated with a particular customer behavior and

their decision/intention of buying online.

Mohammed (2014) intended to explore the factors that affected the online

shopping intention among young consumers. The tested results confirmed that the

effect for perceived usefulness, perceived risk and trust influences an online
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shopping intention. Surprisingly, the results could not reveal any statistically

significant effect for perceived ease of use and online experience, and it can be

assumed that those factors are not very important in shopping online. The findings of

another research reveal that young women prefer social e-shopping sites. However,

although many research participants found the social e-shopping site more difficult to

use, this was outweighed by their enjoyment of the site and its usefulness (Dennis et

al., 2015).

American internet users have embraced online shopping because they say it

is convenient and a time-saver. Two-thirds (66%) of online Americans say they have

purchased a product online, such as a book, toy, music, or clothing. Attitudes and

perceptions play a key role in whether online users choose to purchase products

online. 78% of internet users either agree (53%) or agree strongly (25%) with the

proposition that shopping online is convenient for them and 68% of internet users

either agree (47%) or agree strongly (21%) with the notion that online shopping

saves them time (Horrigan, 2008).

Convenience

Ghose (2004) claims that convenience as one of the most important

advantage for engaging in online shopping. Rohm and Swaminathan's (2004)

findings about 'convenience and variety seeking' are major motivating factors of

online shopping and this study is consistent with Morganosky and Cude's (2000)

research findings. Convenience factor is one of the biggest advantages of online

shopping. Through online purchase consumers can easily compare the price than

the traditional purchase (Webcheck's, 1999). Online shoppers try and adopt internet

shopping environment base on convenience of the website retailer (Lee et al., 2010).

They concluded convenience of online shopping include five main issues which are
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time spent, flexibility, information opportunities and less effort of going to physical

shop.

Online shoppers try and adopt internet shopping environment base on

convenience of the website retailer (Lee et al., 2010). They concluded convenience

of online shopping include five main issues which are time spent, flexibility,

information opportunities and less effort of going to physical shop.

Madleberger (2006) recent study has shown that convenience is the main

factor to influence shopper made online purchased. Therefore, consumer was asked

about why they purchased through the internet, and researchers found that

convenience was the key point of that problem statement (Madleberger, 2006; Chen

et al., 2002; Torkzadeh et al., 2002; Becerra et al., 2011).

K.Vaitheesewaran (2013) examined the convenience of online shopping that

with product getting standardized, specifications getting fixed and the concept of

service getting eroded, the post-sale responsibility of the retailer has come down

drastically. Hence customers go to stores to explore the product physically detail but

by online at a cheaper rate. Heavy discounts of e-commerce firms are possible

because of their no warehouse model.

Time-Saving

According to Rohm and Swaminathan's (2004), one possible explanation that

online shopping saves time during the purchasing of goods and it can eliminate the

traveling time required to go to the traditional store. To most consumers’ important

attributes of online shopping are convenience and accessibility (Wol¬ nbarger and

Gilly, 2001): because consumers can shop on the Internet in the comfort of their

home environment, it saves time and effort, and they are able to shop any time of the
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day or night. Especially for consumers that, owing to their extended working hours,

only have a small amount of free time, online shopping is an excellent opportunity. 

Price

Price is the amount a customer pays for a product or the sum of the values

that consumers exchange for the benefits of having or using a product or service

(Bearden et al 2004). Studies have shown price as an important factor in purchase

decision, especially for frequently purchased products, affecting choices for store,

product and brand (Rondan, 2004). The new technologically advanced distribution

channels permit anyone to receive the most up-to-date multimedia information on the

best connections, and at the best prices (Keller 1996).

One of the most important of the differences is the ease with which online

consumers and rival retailers may access comparative information about seller

characteristics and prices (Baye et al 2007). According to Agwu and Carter (2014),

the explosive growth of the internet promises a new age of perfectly competitive

markets, with perfect information about prices and products at their fingertips,

consumers can quickly and easily find the best deals. In this new world, retailer’s

profit margin will be competed away, as they are all forced to price at cost (The

Economist, 1999).

According to Xia and Monroe (2009), consumers will save in monetary when

there are price promotions on specific products. In an online context, consumers are

more likely to depend on the price cues to determine the quality of a product which

are presented in the web site because they cannot see or touch the actual product

(Jiang and Rosenbloom, 2005).

Theoretical and Conceptual Framework

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This study is anchored on Technology Acceptance Model (TAM) model that

has been developed by Davis, (1989) to understand the popularity of online

shopping. This model is an evidence system concept that represents how the

consumers start using new information technology. Technology Acceptance Model is

broadly used to explain individual’s intention and real use of information technology.

The main edge for customers to buy products and services online is the network, a

form of information technology. Among all theories and models, Technology

Acceptance Model has been viewed the commonly used and the most prominent

model for understanding the electronic commerce from a customer oriented view

(Umair, 2014). From a study of Lim (2012) Technology Acceptance Model is based

on the theory of reasoned action (TRA), a psychological theory that seeks to explain

behavior (Fishbein & Ajzen, 1975), and involves two primary predictors - perceived

ease of use and perceived usefulness.

The TAM postulates that the perceptions or beliefs about the innovation are

instrumental in the development of attitudes that will eventually result in system

utilization behavior (Davis, 1989). It also posits that the actual system use is

determined by each user’s behavioral intention to use, which is in turn influenced by

each user’s attitudes towards use. Finally, the attitude is directly affected by the

usefulness and ease of use of the system. Although Technology Acceptance Model

was originally conceived to model the adoption of information systems in the

workplace (Davis, 1989), scholars in the area of consumer behavior have identified

two specific dimensions which are relevant to online shopping: perceived ease of

use and perceived usefulness (Gefen, et al., 2003; Huang, 2008).

Perceived usefulness is defined as the extent to which a person believes that

using a particular system would enhance his or her job performance. Consumers
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prefer to evaluate their online shopping performance in terms of the associated

benefits and costs, including maximizing convenience and minimizing transaction

time. Perceived ease of use represents the degree to which a Web site is perceived

to be easy to understand, learn or operate. As a Web site has a well-designed user

interface, consumers are likely to believe that online shopping is free of effort (Lin,

2007).

According to Technology Acceptance Model, perceived ease of use is a major

determinant that affects acceptance of a particular technology (Davis, et al., 1989).

Perceived ease of use is defined as the concentration of physical and mental efforts

that a user expects to receive when considering the use of technology i.e. the degree

to which a particular technological system would be free from effort (Davis, 1989).

Perceived usefulness is another major determinant of attitude toward use in the

Technology Acceptance Model (Davis, et al., 1989). Perceived usefulness is defined

as the degree to which the user believes that the technology will enhance the

performance of an activity (Davis, 1989).

In the context of online shopping, the website for an online retailer is the main

contact point by which the online retailer and consumers interface in the online

shopping process (Ahn, et al., 2004). Past scholars have emphasized the

understanding of user expectations and how they feel about the websites that they

use (Chen, et al., 2002; Suh & Han, 2002).

From a study of Jayasubramanian, et. al. (2015) conducted in India; the

factors that customers intended to shop online were convenience, and time saving.

Rosa et al (2011), the importance of price as a purchase stimulus has a key role in

price management since not only does it determine the way prices are perceived and
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valued, but it also influences consumer purchase decisions (Rosa, 2001; Simon,

1989; Vanhuele and Dreze, 2002).

Convenience and saved time were offered by online shopping which were two

motivating factors for online purchases (Lee, 2002). The main reason that motivated

consumers to shop online was conveniences (Swaminathan et al., 1999).

Convenient access to product information could facilitate and help shoppers’ making

an online purchases decision (Loshe & Spiller, 1999). Convenience has always been

a prime factor for consumers to shop online. Darian (1987) mentioned that online

shoppers carry multiple benefits in terms of convenience, such as less time

consuming, flexibility, very less physical effort etc.

Morganosky and Cude (2000) have concluded that time saving factor was

reported to be primary reason among those consumers who have already

experienced the online grocery buying. So the importance of the time saving factor

cannot be neglected as motivation behind online purchasing. Because the Internet is

time saving and accessible 24 hours a day, this becomes the main drive for online

shopping.

Price was a critical factor for customer on online shopping (Heim and Sinha,

2001). However, Li et al. (1999) argued that online shoppers were often not price-

sensitive, cause of these consumers’ price comparisons among different e-retailers

on each product was time-consuming and the price difference was very small.

According to Barkhi and Wallace (2007), in addition to low prices, extensive variety

of merchandises and brands and minimal cost of finding facts that may contribute to

the opinion of consumers about the value of buying clothing items an online store,

compared to buying an old-fashioned store. According to Studies have shown, price

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as an important factor in purchase decision, especially for frequently purchased

products, affecting choices for store, product and brand (Rondan, 2004).

Figure 1. Conceptual Model

Independent Variable Dependent Variable

Customer’s Perception Online Shopping Intention

 Perceived Ease of Use  Price

 Perceived Usefulness  Time-Saving
 Convenience
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Significance of the Study

The significance of the study is to know what perceptions of customers

influence their intention to shop online. Specifically, this study will benefit to the

online shoppers, online sellers, aspiring sellers and future researchers.

To the online shoppers, they will have an overview on the perceptions of their

co-buyers and they will be able to know the intentions of purchasing online products

or services. For the online sellers, they will have an insight on the online shopping

intentions of the customers and they will be able to know the perceptions of

customers that highly influence their online purchasing of products or services.

Also, the aspiring sellers will know whether online shopping has the potential

of future growth and they will have an idea on what perception that a customer

intended to shop online. Lastly, the future researchers will have a general knowledge

about online shopping; they can get literatures from this study and will be used as

their future references.

Definition of Terms
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Customer’s Perception – This is how a customer see towards a product or

service

Online Shopping Intentions – These factors influence a customer to purchase

online products or services

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Chapter 2

METHOD

Presented in this chapter are the methods and procedures that the

researchers will use in gathering necessary data for the study. These methods and

procedures are the research design, research subject, research instruments,

research procedures and statistical treatment of data used by the researchers to

compute the study.

Research Design

This research will be utilized by descriptive type using quantitative survey

method. To define type of research, Gay (1998) stated that descriptive data are

usually collected through questionnaire survey, interview, or observation. The aim of

descriptive research is to verify null hypothesis that refer to the present situation in

order to elucidate it. It is used to gather relevant data, ideas, information and facts to

find out the relationship between variables and determine the extent of relationship

by interpreting data, and looking for trends and patterns in data. Data, relationships,

and distribution of variables will be collected, observed, and analyzed only in their

natural setting.

Research Subject

The research will be conducted at Tagum City, Davao del Norte. The

respondents will be those individuals who had already purchased items online. There

will be a total of 100 individuals to respond in the research. This study will use the

convenience sampling method; subjects that are available will be used to participate

in the study. Although this sampling method adopted has limitation in terms of

generalization, it is assumed that the sample may be able to represent the

population of online buyers in Tagum City. This is because the sampling procedure
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that will be used in this study is also purposive sampling as this study will only

choose respondents that had already bought items online.

Research Instruments

In order to get the answers for research questions and objectives pertaining to

customer satisfaction towards online shopping, the researchers will have self-

administered questionnaire. This method provides a systematic way of gathering

responses from a huge sample before proceeding to quantitative analysis (Saunders

et al., 2009). The questionnaire will be based from various reading of books, articles,

journals and internet website that are related to the study. The preliminary drafts will

be submitted to the thesis adviser for corrections and after, the panel of experts will

be consulted to ensure the validity of the instruments.

The hypothetical mean ranges assigned are as follows:

Independent Variable

Table 1. This table shows the hypothetical range of how customer’s perceptions

influence their intention to shop online.

Parameter Level Interpretation

5.00 – 4.20 Very High This means that customer’s

perception is highly influential to

customer’s intention to shop

online.
4.19 – 3.40 High This means that customer’s

perception is fairly influential to

customer’s intention to shop

online.
3.39 – 2.60 Moderate This means that customer’s

perception is moderately to
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customer’s intention to shop

online.
2.59 – 1.80 Low This means that customer’s

perception is lowly influential to

customer’s intention to shop

online.
1.79 – 1.00 Very Low This means that customer’s

perception is poorly influential

to customer’s intention to shop

online.

Dependent Variable

Table 2. This table shows the hypothetical range of customer’s online shopping

intention along with its interpretation.

Parameter Level Interpretation

5.00 – 4.20 Very High This means that customers

always intend to shop online.

4.19 – 3.40 High This means that customers

often intend to shop online.

3.39 – 2.60 Moderate This means that customers

sometimes intend to shop

online.
2.59 – 1.80 Low This means that customers

rarely intend to shop online.

1.79 – 1.00 Very Low This means that customers

never intend to shop online.

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Data Gathering Procedure

To gather the data of the study, primary data collection method in the form of

self-administered questionnaire is chosen to collect inputs from respondents.

Respondents are required to answer all the questions in the questionnaire. The

printed questionnaires are distributed to online shoppers to collect the data for

analysis. After gathering all the necessary information, the data gathered will

immediately be collected, tallied, and subjected to statistical presentation.

Statistical Treatment of Data

The data to be gathered will be analyzed using the following tools.

Average Weighted Mean. This will be used to determine which among the

factors most influence the customer’s satisfaction towards their shopping online.

Pearson Correlation Analysis. Since this study involves testing of hypothesis,

a correlation analysis is conducted to investigate the specific hypothesis about

whether the selected variables (factors) satisfy the online selling customers.

According to Cao et al (2005) in Ivonne Chan et al (2012), correlation analysis can

be used to explore the strength or degree as well as direction (positive or negative)

of the relationship between independent and dependent variables.

Chapter 3

PRESENTATION AND THE ANALYSIS OF FINDINGS

This chapter presents the result of the study. The interpretations of data are

presented in both textual and tabular forms. The presentation is arranged according

to its results and interpretation.

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Customer’s Perception towards Online Shopping

Shown in table 2 are the data on the customer’s perception towards online

shopping in Tagum City. It simply focuses on the customers purchasing through

online. As shown in the table, the overall mean is 4.22 with a descriptive equivalent

of very high. This means that the customer’s perception is highly influential to

customer’s intention to shop online.

Additionally, Perceived Ease of Use gets a weighted mean of 4.25 with a

descriptive equivalent of very high. This means that the customer’s perception is

highly influential to customer’s intention to shop online and the customers perceived

online shopping as an easy channel to purchase products. And the Perceived

Usefulness gets a weighted mean of 4.18 with a descriptive equivalent of high. This

means that the customer’s perception is fairly influential to customer’s intention to

shop online and the customers perceived online shopping products as useful.

Table 2

Customer’s Perception towards Online Shopping

Indicators Mean SD Description

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Perceived Ease of Use 4.25 0.50 Very High

Perceived Usefulness 4.18 0.54 High

Overall 4.22 0.47 Very High

Legend:

Parameter Level
5.00 – 4.20 Very High
4.19 – 3.40 High
3.39 – 2.60 Moderate
2.59 – 1.80 Low
1.79 – 1.00 Very Low

Customer’s Online Shopping Intention

Shown in table 3 are the data on customer’s online shopping intention in

Tagum City. It simply focuses on customer’s intention to shop online. As shown in

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the table, the overall mean is 4.18 with a descriptive equivalent of high. This means

that online shoppers in Tagum City often intend to shop online.

Additionally, Convenience gets a weighted mean of 4.14 with a descriptive

equivalent of high. This means that the customers often intend to shop online and

the customers perceived that online shopping is accessible. Then, Time-Saving gets

a weighted mean of 4.26 with a descriptive equivalent of very high. This means that

the customers always intend to shop online because it saves time and the customers

perceived that online products are just one click away. Lastly, Price gets a weighted

mean of 4.13 with a descriptive equivalent of high. This means that the online

shoppers in Tagum City often intend to shop online because it is easier for them to

compare prices and the customers perceived that online products are affordable.

Table 3

Customer’s Online Shopping Intention

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Indicators Mean SD Description

Convenience 4.14 0.517 High

Time-Saving 4.26 0.515 Very High

Price 4.13 0.563 High

Overall 4.18 0.471 High

Legend:

Parameter Level
5.00 – 4.20 Very High
4.19 – 3.40 High
3.39 – 2.60 Moderate
2.59 – 1.80 Low
1.79 – 1.00 Very Low
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CHAPTER 4

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter summarizes the result of the findings and figure out conclusions

in view of the findings study. It also shows the recommendation based on the finding

and conclusion of the study.

Summary

The main objective of this study is to determine what perception of customers

influences their intention to shop online. The respondents of this study were the

online shoppers from Tagum City and a convenience sampling method was used.

The researchers used researcher-made questionnaire to gather relevant data, ideas,

information and facts to assess how the perception of customers influences their

intention to shop online. The results were collected and validated for the purpose of

completion of the study.

After the researchers statistically checked the data, it was found out that for

the independent variable, the perceived ease of use got a higher weighted mean that

is 4.25 than the perceived usefulness that is 4.18. They got an overall mean of 4.13

with a descriptive equivalent of high and the overall standard deviation of 0.47.

For the dependent variable, the time-saving got the highest weighted mean of

4.26 and convenience got 4.14. Lastly, the price got the lowest weighted mean of

4.13. Their overall mean was 4.18 with a descriptive equivalent of high and an

overall standard deviation of 0.471.

In the analysis of the Pearson correlation between the customer’s perception

and their online shopping intention, the data had shown a result of 0.70, which

indicates that there is a moderate positive relationship between the variables.

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Conclusions

Based on the prior findings, these conclusions are drawn:

(Davis et al., 1989; Pavlou 2003; Junati, 2014).”International Review of Management and Business

Research