See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/371655539

The Preferences of Senior High School Students of Siena College of Quezon

City in Traditional and Online Shopping: A Mixed Method Study

Article · June 2023

DOI: 10.5281/zenodo.8032381

CITATIONS READS

0 23,091

7 authors, including:

Rehana Kacela B. Sanchez Ma. Francesca Erin V. Fabella

University of Santo Tomas University of Santo Tomas
1 PUBLICATION 0 CITATIONS 1 PUBLICATION 0 CITATIONS

SEE PROFILE SEE PROFILE

Maxine Erich C. Uy John Martin R. Revilla

University of Santo Tomas University of Santo Tomas
1 PUBLICATION 0 CITATIONS 1 PUBLICATION 0 CITATIONS

SEE PROFILE SEE PROFILE

All content following this page was uploaded by Jaycar Espinosa on 17 June 2023.

The user has requested enhancement of the downloaded file.

 85

International Journal of Academic and Practical Research This is an open access

article under the
ISSN (Online): 2980-4124 ⦁ ISSN (Print): 2980-4116 CC BY-NC-ND license.

Volume 2, Issue 1, May 2023

Journal Homepage: http://actonlineedu.org/ijaapr/

Research Article

The Preferences of Senior High

School Students of Siena College of
Quezon City in Traditional and
Online Shopping: A Mixed Method
Study
Rehana Kacela B. Sanchez , Ma. Francesca Erin V. Fabella ,
Maxine Erich C. Uy , John Martin R. Revilla ,
Matthew James G. Hagacer , and Jaycar P. Espinosa
Senior High School, University of Santo Tomas, Manila, Philippines

Article Information Abstract

Article ID Number The study investigates the shopping preferences of senior high school
202302034 students at Siena College of Quezon City, focusing mainly on traditional
shopping (TS) and online shopping (OS) as purchasing methods.
Article History Specifically, it aims to seek the consumer respondents’ assessments of their
Received 18 Feb 2023 behavior in terms of both shopping lifestyles, preferences in terms of a broad
Reviewed 21 Apr 2023 range of choices in products, safety, convenience, prices, and promotions,
Revised 30 Apr 2023 the significant association between shopping preferences and their age and
Accepted 01 May 2023 gender, and the disadvantages and advantages of both shopping methods.
Published 13 Jun 2023 In meeting these objectives, the research employed quantitative and
qualitative data gathering and analysis through online surveys and virtual
Gunning Fog Index: 12.43 interviews. The results indicated that most respondents prefer online
shopping in terms of its broad range of choices of products available, safety,
Similarity Index: < 20% convenience, prices, and promotions rather than traditional shopping.
Corresponding Author Moreover, the study shows no significant association between the age and
gender of the respondents and their shopping preferences. Future
Jaycar P. Espinosa
researchers who undertake a similar study may acquire more knowledge
jpespinosa@ust.edu.ph
about contrasting traditional and offline purchasing through the data and
Quick Response Code analysis this research will provide. As a result, this study might support other
investigations while gathering relevant literature.
Keywords
consumer preferences, online shopping, traditional shopping

Copyright © 2023 by the Author/s

DOI 10.5281/zenodo.8032381 URL: https://actonlineedu.org/ijaapr-v2i1-202302034

Published by
Academic Course Tutorial Online Education Inc., Philippines
Philippine SEC Registration No. 2022090068590-16 Website: https://actonlineedu.org/
86

advancements, particularly during the pandemic.

Introduction According to the study by Joshi et al. (2021), OS had
supplanted consumers' typical offline purchase patterns.
However, according to Choe et al. (2021), customers
Background of the Study
who do not diligently conduct social distancing,
particularly those in their 20s and 30s or those convinced
Shopping is a part of everyone’s daily routine. When a
that they can effectively manage COVID-19, are very
buyer decides to buy something, one question that
likely to use TS.
comes to mind is which mode of purchase they should
use to suit their needs. Today, there are online and
Although there are abundant empirical studies comparing
traditional options available, which are reflections of the
OS and TS, investigating the consistency of the emerging
two existing types of shopping modes: online and
findings during post-pandemic times appears lacking.
traditional shopping. The current body of knowledge
The present study aims to fill this niche, particularly by
produces various themes in the comparative analysis of
examining the perspectives of senior high school
these shopping modes.
students from Siena College, Quezon City. Moreover, the
researchers aim to provide ideas and solutions for online
First, the literature shows myriad factors that affect
and offline business owners to improve their marketing
buyers' intentions to shop either online or through the
and services, as well as individuals who are planning to
traditional approach. For instance, Schulze (2020) claims
start a business and which purchasing methods will be
that the positive factors that affect consumer behavior
most appropriate for their business.
toward online shopping (which will be referred to as OS
throughout the paper) are convenience, accessibility,
limitless choice, product comparison, and reviews. On Theoretical Framework
the other hand, shipping time, cost, intangibility, and
unsafe payments negatively impact OS. Meanwhile, the This study consulted the following theories in analyzing
factors affecting consumer behavior towards traditional the shopping preferences of Siena College senior high
shopping (referred to as TS throughout the paper) are school students after the pandemic:
privacy and safety, professional assistance (salesperson),
and instant delivery. Conversely, limited stock-time First is the Theory of Planned Behavior (TPB). This
consumption has a negative impact on TS. Similarly, theory tackles the responses and behaviors of people in
Ferreira (2015) stated that factors such as low search order to predict their future actions. Accordingly, this
costs, multichannel digital information acquisition, theory claims three main factors could predict people's
personalized shopping experiences, social shopping, behaviors: attitude toward behavior, subjective norms,
avoidance of queues, e-payment, price comparison, and and perceived behavioral control. TPB started as an
augmented reality influence consumer behavior toward extension of the theory of reasoned action (Ajzen &
both purchasing methods. Fishbein, 1980), which remedies the latter theory's
inability to deal with behaviors over which people have
Second, in terms of consumers’ preferences between the incomplete volitional control by having an approach
two modes of shopping, the existing literature has mixed toward the target behavior. When applied to shopping,
conclusions. According to Silpa et al. (2016), consumers attitude toward behavior refers to a consumer's
believe that OS is better than TS and agree that the evaluation, approval, or disapproval of acting on the
former will be used more in the near future. Similarly, behavior in question. On the other hand, subjective
Jayalaxmi et al. (2014) claimed that OS has many norms are related to social pressure or consumers'
advantages and benefits, which is why many people beliefs about whether most people approve or disapprove
prefer it over TS. In support of this, Devender & Kirti of the behavior. Finally, perceived behavioral control
(2019) learned that OS is becoming more popular due to refers to the presence of factors that may permit or
the reduced time consumption, the variety of items hinder the performance of behavior based on the
offered, and the ease with which customers can compare consumer's perception of how difficult or easy the
product pricing. However, the latter study also found that behavior will be to perform. The consumer's previous
people regarded TS as more satisfying, for they could experiences also influence the last factor.
inspect the quality of products in person and easily
purchase domestically produced goods through this The second is the Expectation-Confirmation Theory (ECT)
mode. Similarly, according to Gupta (2015), some people proposed by Oliver (1980). This theory indicates that
still prefer traditional TS over the alternative option consumers acquire goods and services with pre-
because, in the former, they could physically check the purchase expectations regarding expected performance.
quality of products. This model’s four primary constructs are expectations,
performance, confirmation, and satisfaction. According to
Third, the unexpected rise of the COVID-19 pandemic this approach, satisfaction results from a comparison
had an impact on the business environment. Prebreza process in which consumers evaluate product
and Sahala (2021) concluded that TS has been satisfaction against their expectations for product
unsatisfactory for specific people due to technological performance. In relation to this study, ECT explains how

International Journal of Academic and Practical Research

Volume 2, Issue 1, p. 85–93, May 2023
International Journal of Academic and Practical Research, 2(1), 85–93 (May 2023) 87

shoppers compare their expectations for a particular Concerning the fourth question, below are the null
product or brand to the actual product they receive. It hypotheses tested at the significance level of 0.05:
ensures that stores or sellers must always consider the
image or reputation they may have with their customers. a. H01: There is no significant association between the
If the shoppers’ expectations are not met, this could set a shopping preferences of the consumers and their
bad example for future shoppers, especially when they age.
get reviewed. b. H02: There is no significant association between the
shopping preferences of the consumers and their
Conceptual Framework gender.

The visual representation of the predicted relationships

among the study’s variables is presented in Figure 1. The
figure shows how each variable plays a role in the study:
Purchasing intention is the first independent variable that Research Design
affects Consumer Behavior, which also affects Consumer
Satisfaction. Moreover, the ECT variables (Expectations, The study utilized a mixed-methods approach as its
Performance, Confirmation, and Satisfaction) serve as research design. As the study focuses on the student's
the mediator variables of the study. Furthermore, the preferences based on the participant's experiences, the
moderator variable that directly affects the study is the researchers used the phenomenology research method
respondents’ demographic profile, which includes for the qualitative approach. Phenomenological research
information on age, sex, and year level. Hence, the methods involve garnering insight into a person's past
interrelationship of the variables will influence the study's and lived experiences as they recollect them.
dependent variable in determining students' preferences
toward OS and TS. Furthermore, descriptive and inferential methods have
Figure 1
been applied as the study's mode of quantitative data
Conceptual Framework of the Study analysis. Descriptive research design is a process that
outlines the population's features or phenomena under
investigation. This approach is primarily concerned with
characterizing the nature of a demonstration. In other
words, it "describes" the subject of the study without
explaining "why" it occurs. On the other hand, in an
inferential research design, hypotheses are drawn about
the population based on the sample (Salkind, 2014).
Inferential statistics are used in hypothesis testing to
assess correlations between variables and perform
population comparisons using sample data.
Note. DV stands for the dependent variable; IV is the independent
variable; MeV is the mediating variable; and MoV is the moderating Sample and Sampling Technique
variable.

215 is the total population of the senior high school

Statement of the Problem students at Siena College of Quezon City during the
study’s data collection phase. Using the Raosoft sample
As the primary concern of this study is to scrutinize the size calculator for the quantitative data collection, the
preferences of senior high school students at Siena study’s sample size is 139 respondents. On the other
College of Quezon City in terms of shopping methods, hand, the total number of participants for the qualitative
the following research questions were sought: data collection is five (5) interviewees. The former data
collection was accomplished using the snowball sampling
1. What is the demographic profile of the respondents method, while the latter was conducted using the
in terms of age, gender, grade level, and academic convenience sampling approach.
track?
2. What are the consumers’ assessments of their Research Instrument and Data
behaviors in terms of TS and OS? Gathering Procedure
3. What is the consumers’ preference in terms of a
broad range of choices of products, safety, Because the study's data collection transpired when
convenience, and prices and promotions? mobility was still restricted, giving out physical surveys to
4. Is there a significant association between the prospective respondents was impossible. In this case,
shopping preferences of consumers and their age survey data was collected through Google Forms. The
and gender? survey questionnaire, composed of four sections,
5. What are the advantages and disadvantages of includes closed-ended researcher-made items using the
both TS and OS? Likert scale and multiple-choice questions.

The Preferences of Senior High School Students of Siena College of Quezon City in Traditional and Online Shopping
© Author/s 2023
88

The first section collects the respondent’s socio- respondent’s time. There are no foreseeable
demographic information, including age, gender, grade extreme risks to participating in this research.
level, and academic track. The second and third sections
contain five items measuring the respondent’s TS and b. Benefits for the Participants. There was no direct
OS behaviors, respectively. Items 1, 3, and 4 of these benefit to the respondents' participation in the study.
sections are measured on a five-point Likert scale. The However, it will benefit various businesses
last section comprises four recognition-type questions regarding their service towards the reasoning
measuring the respondent’s shopping preferences in behind a customer's decision, which can improve
terms of a broad range of product choices, safety, business performance and gain customer feedback
convenience, and prices and promotions. in supporting their products and services.

For the same reason, a series of structured interviews c. Compensation. The data gathering for this study
were conducted virtually through Zoom to gather did not involve any financial matters as far as the
qualitative data. During this qualitative data gathering, an respondents were concerned.
interview guide was prepared composed of ten
researcher-made questions about the preferences of the d. Provision for Injury or Related Illness. The
interviewees in terms of TS and OS as well as their respondents’ participation in the study was limited
recommended shopping method based on their own to the completion of the survey questionnaire or
experience. interview. Hence, there was no possibility of harm
or injury as the information collection was
To check the validity of the study’s quantitative and accomplished in school or in the comfort of their
qualitative research instruments, two experts were asked homes.
to evaluate the content of the tools. In so doing, the
questions were ensured to be appropriate measurements e. Voluntariness of Participation. Participation in the
of the study’s research questions. study was completely voluntary. The respondents
were given the right to withdraw at any point in any
Data Analysis case of discomfort.

The survey data were analyzed using percentages, f. Conflict of Interest. The researchers do not have
weighted means, and the Pearson chi-square test. any close relatives or friends among the
Percentage analysis was employed to determine the respondents. Hence, no potential sources of
demographic profile of the respondents, the reasons for conflict of interest may bias the results of the study.
using either of the two shopping modes, the amount
spent on OS and TS, and the respondents' preferences g. Confidentiality. The researchers guarantee that the
in terms of a broad range of products, safety, respondent’s personal information will not be
convenience, and prices and promotions. The Likert disclosed without permission. The respondents
scale responses were treated using the calculation of may or may not place their names on the
weighted means, while the chi-square analysis was questionnaires and interview notes, as they will be
utilized to test the study's null hypotheses. de-identified and anonymized by assigning code
numbers. The study abides by the provisions of the
On the other hand, the mode of analysis for the Data Privacy Act of the Philippines.
qualitative data used a thematic approach to the five
interview transcripts. Before analysis, the interview data h. Disclosure of Publication Rights. The results may
underwent a system of coding and organization. The be presented at a conference or published in an
emerging patterns and themes from the interview academic journal. However, the respondents'
responses were investigated in this thematic analysis. identities will remain private and confidential.

Ethical Considerations

As ethics safeguards the research participants' rights,

enhances research validity, and maintains scientific Demographic Profile of the Survey
integrity, the following ethical considerations were Respondents
implemented during the conduct of this study's data
collection: Table 1 summarizes the survey respondents'
demographic profile, including their age, gender, grade
a. Risks and Inconveniences. The researchers level, and SHS academic track. As shown by the same
ensured that the survey would only run for three (3) table, most respondents are 17 years old (n = 66),
to five (5) minutes to avoid taking too much time followed by ages 18 (n = 40) and 16 (n = 34). Moreover,
from the respondents. If accepted to be interviewed, the responses show a 16 percent gender difference, with
the process only took 20–30 minutes of the the female population having relatively more

International Journal of Academic and Practical Research

Volume 2, Issue 1, p. 85–93, May 2023
International Journal of Academic and Practical Research, 2(1), 85–93 (May 2023) 89

representation in the study (n = 81). Regarding grade Table 2 also enumerates and describes the common
level, there are relatively more Grade 12 respondents (n problems encountered by select SHS student
= 89) than Grade 11 respondents (n = 55). Furthermore, respondents in TS. Most of them reported that travel time
most respondents were taking the STEM academic track (n = 78) and the unavailability of desired products (n = 83)
(n = 58), with a slight difference from the other two tracks: were the main issues they observed while in TS mode.
ABM (n = 44) and HUMSS (n = 42). Similarly, Jayalaxmi et al. (2014) observed that one of the
apparent disadvantages of physical shops is their limited
Table 1 product selection. The stores can only hold a limited
SHS Student Respondents’ Demographic Profile
number of items, and numerous regulations frequently
Demographic Frequency Percentage impact product availability. Moreover, the travel distance
Indicators (N = 144) (%) from home or work to the store requires time (Bagla,
Age 2018). Shopping in traditional stores has physical
15 years old 3 2.10 restrictions wherein shoppers must go through multiple
16 years old 34 23.60
17 years old 66 45.80 stores to find a product, which takes time and effort.
18 years old 40 27.80 Simply put, TS is a strenuous task because shoppers
20 years old 1 0.70 need to leave the comfort of their homes (Kaur & Kaur,
Gender 2018).
Female 81 56.30
Male 58 40.30
Prefer not to say 5 3.50 Table 2
SHS Student Respondents’ Traditional Shopping Behavior and
Grade Level
Experiences
Grade 11 55 38.20
Grade 12 89 61.80
Frequency Percentage Weighted Verbal
Academic Track Indicators
(N = 144) (%) Mean Interpretation
ABM 44 30.60
HUMSS 42 29.20 Frequency and Satisfaction Levels
STEM 58 40.30 1. Frequency
3.74 Often
Note. ABM stands for Accountancy, Business and Management; HUMSS
of use of TS
stands for Humanities and Social Sciences; and STEM means Science, 2. Frequency of
Technology, Engineering and Mathematics encountering
2.43 Rarely
a problem in
TS
Consumer Behavior in Traditional 3. Level of
Shopping (TS) satisfaction
with the 3.97 Satisfied
overall TS
Table 2 summarizes the select SHS student respondents’ experience
overall TS behaviors and experiences. In terms of their Reasons for Choosing TS Mode (Multiple Response)
TS frequency and satisfaction levels, these respondents 1. Can examine
often go to TS, rarely encounter problems in TS, and are products 127 88.19
physically
satisfied with their overall TS experience. The same table 2. No delivery
also shows that the majority of the respondents go to TS time
90 62.50
mode due to the following reasons: the possibility of 3. Assistance &
products on sale being examined (n = 127); the absence recommen-
77 53.47
dations from
of delivery time (n = 90); and the assistance and sale staff
recommendations they receive from sale staff (n = 77). 4. Quick return 48 33.33
Problems Encountered in TS (Multiple Response)
Similar to the findings of Das and Sarkar (2017), one of 1. Travel time 78 54.17
2. Limited time
the advantages of TS is that buyers can touch and feel of operating 48 33.33
the products, get a firsthand display, and, in the case of hours
garments, try them on before purchasing items. It might 3. Unavailability
be enjoyable for consumers to examine products and feel of desired 83 57.64
product/s
their colors, textures, and other characteristics while 4. Long queues
shopping. Kaur and Kaur (2018) also claim that one of before 70 5.56
the advantages of TS that consumers prefer is that they payment
do not have to wait for the services or products they Note. Never (or Very unsatisfied) 1.00-1.49; Rarely (or Unsatisfied) 1.50–
2.49; Sometimes (or Neutral satisfaction) 2.50–3.49; Often (or Satisfied)
purchase. Because they purchase it straight from the 3.50–4.49; and Always (or Very satisfied) 4.50–5.00.
seller, their services or products are immediately
available. Moreover, personnel behavior influences Consumer Behavior in Online Shopping
customers' experiences in various ways, such as their (OS)
readiness to assist and professional knowledge and skills,
as well as their attitude and ways of handling in-store Table 3 shows the behaviors and experiences of select
consumers (Backstrom & Johansson, 2017). students from SHS while in OS mode. It shows that
respondents who have already experienced OS often
choose this shopping mode, sometimes encounter issues

The Preferences of Senior High School Students of Siena College of Quezon City in Traditional and Online Shopping
© Author/s 2023
90

in OS mode, and report being satisfied with their overall 5. Unavailability

of desired 54 37.50
OS experience. In terms of these respondents' reasons
products
for choosing OS mode, the majority of them affirmed the 6. The product
following: having the opportunity to shop from home; received is
82 56.94
consuming less time; not being vulnerable to contracting not the same
as photos
the virus during the pandemic; and having the ability to
7. Wrong
compare prices of similar products and choose products items are 63 43.75
from international stores. These findings support selected received
previous studies' findings and claims. For instance, Note. Never (or Very unsatisfied) 1.00-1.49; Rarely (or Unsatisfied) 1.50–
2.49; Sometimes (or Neutral satisfaction) 2.50–3.49; Often (or Satisfied)
according to Schulze's (2020) study, one factor 3.50–4.49; and Always (or Very satisfied) 4.50–5.00.
influencing OS is consumers' ability to purchase from the
safety of their home or while on the go and avoid having In the same table, the usual problems encountered by
to make a time-consuming journey to the store. Moreover, the respondents are enumerated. Accordingly, more than
Devender & Kirti (2019) remarked that OS is becoming half of them have experienced the following issues while
more popular due to the reduced time required, the wide in OS mode: delivery time; receiving products dissimilar
range of products offered, and the ease with which to their description and image on the OS platform; and
customers can compare prices. the risk of encountering fraudsters or scammers. These
findings support the results of Dai et al.'s (2011) study,
Table 3
SHS Student Respondents’ Online Shopping Behavior and Experiences which discovered that the quality of service delivery is a
major determinant and is strongly associated with
Indicators
Frequency Percentage Weighted Verbal customer service satisfaction. Similarly, Kaur and Kaur
(N = 144) (%) Mean nterpretation (2018) claim that while selecting, purchasing, and paying
Frequency and Satisfaction Levels
1. Frequency
for online goods may take less than 50 minutes, delivery
of use of OS
3.99 Often to customers' doorsteps can take up to 1-3 weeks,
2. Frequency of discouraging customers from purchasing online. Further,
encountering
2.63 Sometimes another disadvantage of OS is that electronic
a problem in
OS
photographs of a product might be deceiving. It is
3. Level of satis- considered an example of performance risk, and it can
faction with result in a loss for the buyer if they receive a product that
the overall 3.78 Satisfied does not work as expected or if the actual features do not
OS
experience
match the ones advertised on the website (Nepomuceno
Reasons for Choosing OS Mode (Multiple Response) et al., 2014).
1. Shop from
121 84.03
home Consumer Preference Between TS and OS
2. Timesaving 102 70.83
3. Safe from
the crowd
82 56.94 Table 4 summarizes the study’s findings on the
4. Easy price respondents' preferences between TS and OS in terms of
comparison 82 70.14 selected indicators. The results suggest that the
of product/s
5. Can purchase respondents prefer OS over TS in terms of a broad range
from interna- 91 63.19 of product options (supporting the findings of Matz, 2021;
tional stores Bagla, 2018); safety (similar to the results of Jiang et al.,
Problems Encountered in OS (Multiple Response) 2013); convenience (supporting the study of Gupta, 2015;
1. Delivery time 89 61.81
2. Risk of
Dekimpe et al., 2019; Matz, 2021); and prices and
fraud or 77 53.47 promotions (agreeing to Das & Sarkar, 2017). Moreover,
scam the current study's findings suggest no significant
3. Unresponsive association between the respondents' shopping
customer 57 39.58
service
preferences and age (supporting Matz, 2021) or gender
4. Cancellation (agreeing with Kacen et al., 2013).
43 29.86
of order

Table 4
SHS Student Respondents’ Preferences Between TS and OS

Traditional Online
Age Gender
Shopping Shopping
Preference Indicators
p- p-
n % n % Verbal Interpretation Verbal Interpretation
value value
Broad range of product options 57 39.6 87 60.4 0.354 No significant association 0.560 No significant association
Safety 70 48.6 74 51.4 0.826 No significant association 0.354 No significant association
Convenience 45 31.3 99 68.8 0.339 No significant association 0.296 No significant association
Prices and promos 40 27.8 104 72.2 0.259 No significant association 0.299 No significant association
Note. Tested at an alpha level of 0.05.

International Journal of Academic and Practical Research

Volume 2, Issue 1, p. 85–93, May 2023
International Journal of Academic and Practical Research, 2(1), 85–93 (May 2023) 91

Qualitative Results In terms of the demographic data of the respondents,

most of them are under the age of 17, while the minority
The interview questions were grouped into three sets: are 20 years old. While most respondents are female, the
items 1-3 on TS, items 4-6 on OS, and items 7–10 on minority preferred not to disclose their gender. Moreover,
comparing TS and OS. In response to the question about most of them are Grade 12 students. Lastly, in the
their most liked features of TS, interviewees stated that academic track, the majority are from the STEM strand,
they like on-site buying, the sense of being in a real store, while the minority are from the HUMSS strand.
and on-display products the most. When purchasing
products or services, their primary concerns have been Regarding TS, the survey shows that respondents often
product safety, supply monitoring, discovering use and prefer this method of shopping as their method
alternatives, and timeliness. Stock was mentioned as a of purchasing as it allows them to examine the products
TS improvement by interviewees 1 and 2, implying that physically. Although the majority rarely encounter
establishments should ensure product quality and problems with this method, their most common issue is
availability. Interviewee 3 concentrated on retail price, the unavailability of their desired products in physical
Interviewee 4 on marketing, and Interviewee 5 on stores. Overall, the respondents reported being satisfied
operational time. with their TS experiences. On OS, the survey also
indicates that most respondents often use this method to
Moving on to OS questions, interviewees 1, 2, and 3 purchase. Most also prefer this shopping mode because
stated that their favorite aspect of online shopping is it enables them to shop from home. Moreover, the survey
accessibility and comfort, while interviewees 4 and 5 indicates that most respondents seldom encounter
preferred convenience and efficiency. Their main problems with this shopping mode, specifically with the
concerns about OS include receiving defective items, delivery time of the product. Overall, the majority of
poor quality, illegitimacy, and counterfeiting. According to respondents reported being satisfied with their OS
the interviewees, online purchasing might improve by experiences.
ensuring that products are clear and using suitable
product tags. They also included improved management, Regarding the preferences between the shopping
quality control, and more responsive communication lifestyles, the majority prefers OS to TS in terms of the
between customers and sellers. In comparing TS and OS broad range of choices of products available, safety,
modes, interviewees 1 and 5 favor TS, while interviewees convenience, prices and promotions. Moreover, with the
2, 3, and 4 prefer OS. The former interviewees claimed association of the demographic data to their shopping
that they prefer TS because it is more convenient and preferences, the results show no significant association
allows on-site testing. On the other hand, Interviewee 2 between the respondent’s age and gender and their
claimed that he does not go out to shop. At the same shopping preferences. As a result of triangulating the
time, interviewee 3 preferred online shopping due to its quantitative and qualitative data of the study, both OS
convenience and extensive selection of items, and finally, and TS have advantages and disadvantages based on
interviewee 4 preferred online shopping due to their the consumer respondents’ experiences.
hectic schedule.
Recommendations
Participants have similar viewpoints and opinions on both
TS and OS. However, they are more inclined to choose After comparing both purchasing methods, it is
OS over the latter because it offers more benefits and suggested that traditional stores offer lower prices,
advantages, such as convenience in buying and selling discounts, and promotions to attract more customers.
products, supporting the study’s quantitative findings. On Furthermore, while most people prefer OS, they
the other hand, most participants would still recommend sometimes encounter problems. It is advised that online
traditional shopping as a buying method as it allows on- merchants and businesses strategize a means to
site testing and buying and provides an experience address and resolve consumer product delivery concerns,
different from just buying from an online store, which is particularly shipment time. The research shows that age
also aligned with the study's quantitative findings. and gender do not influence consumers' preferences
between online and traditional shopping. As a result, it
may be advantageous for both online and traditional
merchants to develop marketing strategies and shopping
features that target a broad audience of all genders and
ages.
Conclusion
Moreover, most interviewees stated that when starting a
The study surveyed 139 senior high school students at
business, it is preferable to go hybrid, with both online
Siena College from different academic tracks. As
and physical stores, so that the business can
identified, the study's main research problem concerns
accommodate more customers by offering both
investigating the selected respondents' different shopping
purchasing options.
preferences. In so doing, the following findings are
determined:

The Preferences of Senior High School Students of Siena College of Quezon City in Traditional and Online Shopping
© Author/s 2023
92

For future similar studies, it is recommended to conduct with it, which are mostly related to the travel time from
quantitative data gathering with a larger sample size and their location to the stores. Although consumer
a more diverse age group to better compare preferences respondents encounter problems in OS more frequently
towards online and traditional shopping. It is also than TS, OS is preferred by the majority over TS due to
recommended to conduct the study over a broader its variety of products, convenience, safety, discounts,
geographical area. More in-depth research and additional and promotions. These findings imply that despite the
literature are also advisable, as this paper may only differences between the two shopping modes, both TS
partially support future studies as it only represents a and OS have a fair share of advantages, which
specific population and context. consumers may want to maximize, and disadvantages,
which consumers might want to avoid. Moreover, the
study shows no significant associations between
consumers' age and gender and their purchasing
preferences, implicating the need for online sellers to
In a nutshell, TS mode is commonly used by consumer develop a single marketing strategy for both brick-and-
respondents because it allows them to inspect the mortar and virtual markets without worrying about age
product physically, and they rarely experience problems and gender-based strategies.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Backstrom, K., & Johansson, U. (2017). An exploration of consumers’ experiences in physical stores: comparing consumers’ and retailers’ perspectives
in past and present time. The International Review of Retail, Distribution and Consumers’ Research, 27(3).
https://doi.org/10.1080/09593969.2017.131486
Bagla, D. (2018). Online vs. offline shopping. National Journal of Research and Innovative Practices, 2(1).
Choe, Y., Moon, J., & Song, H. (2021). Determinants of consumers’ online/offline shopping behaviors during the COVID-19 pandemic. International
Journal of Environmental Research and Public Health, 18(4), 1-15. http://dx.doi.org/10.3390/ijerph18041593
Dai, H., Harried, P., & Salam, A. F. (2011). Antecedents of online service quality, commitment and international journal of academic research in
business and social sciences. Journal of Computer Information Systems, 52(2), 1–11.
Das, S., & Sarkar, R. (2017). Online shopping vs. offline shopping: A comparative study. International Journal of Scientific Research in Science and
Technology, 3(1), 424-431.
Dekimpe, M.G., Geyskens, I., & Gielens, K. (2019). Using technology to bring online convenience to offline shopping. Marketing Letters, 31(1), 25–29.
Devender, K., & Kirti, K. (2019). A comparative study of online and offline shopping in Haryana. An International Journal of Marketing and Business
Communication, 8(4), 1-6.
Ferreira, J.P. S. (2015). Online shopping behavior in offline retail stores: Strategic value for companies? [Unpublished master dissertation].
Universidade Católica Portuguesa. http://hdl.handle.net/10400.14/18791
Gupta, P. (2015). Comparative study of online and offline shopping: A case study of Rourkela in Odisha [Master thesis, National Institute of
Technology]. CORE. https://core.ac.uk/outputs/80147550
Jayalaxmi, S., & Reddy, K. (2014). A comparative study of traditional shopping vs. online shopping. Annquest, 3(1), 37-51.
Joshi, M. S., & Karmakar, A. (2021). Consumer behavior towards online shopping: Study during COVID-19 pandemic. Kalyan Bharati, 36(7), 177-182.
Kacen J., Hess J., & Chiang, W. (2013). Bricks or clicks? Consumer attitudes toward traditional stores and online stores. Global Economics and
Management Review, 18(1), 12-21. https://doi.org/10.1016/S2340-1540(13)70003-3
Kaur, S., & Kaur, V. (2018). Comparative study on online vs. traditional shopping. International Journal of Creative Research Thoughts, 6(1), 1460-
1470. https://ijcrt.org/papers/IJCRT1705208.pdf
Matz, M. (2021). Online vs. offline shopping, impact of covid-19 on the digitalization process in Austria [Unpublished bachelor thesis]. Modul University.
Nepomuceno, M. V., Laroche, M., & Richard, M. O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility,
product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619–629.
https://doi.org/10.1016/j.jretconser.2013.11.006
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
https://journals.sagepub.com/doi/abs/10.1177/002224378001700405
Prebreza, A. & Shala, B. (2021). The trust in online shopping during COVID-19: Case study. Open Access Library Journal, 8(4), 1-15.
http://dx.doi.org/10.4236/oalib.1107288
Salkind, N. (2014). Statistics for people who (think that) hate statistics. SAGE.
Schulze, J. (2020). Online and offline shopping: Decision making factors that influence consumer purchases [Unpublished master dissertation].
Bournemouth University.
Silpa, K. S., Rajasree, P. U., & Balasubramanian, D. P. (2016). A study on people's perceptions towards online shopping. Bonfring International
Journals of Industrial Engineering and Management Science, 6(3), 93-95.

Author(s)’ Statements on Ethics and Conflict of Interest

Ethics Statement The author/s hereby declare that research/publication ethics and citing principles have been
considered in all the stages of the study. The author/s take full responsibility for the content of
the paper in case of dispute.
Originality and The manuscript has a similarity assessment of less than 20% in accordance with the publication
Plagiarism Assessment ethics in terms of originality and plagiarism and the plagiarism policy of the journal.

International Journal of Academic and Practical Research

Volume 2, Issue 1, p. 85–93, May 2023
International Journal of Academic and Practical Research, 2(1), 85–93 (May 2023) 93

Statement of Interest The author/s have no conflict of interest to declare.

Funding The author(s) received no specific funding for the conduct of this research.
Acknowledgements The authors would like to express their heartfelt gratitude to the following people and
institutions for their support and invaluable contribution to the completion of this study: the
administrators of the University of Santo Tomas Senior High School; the administrators of Siena
College in Quezon City for permitting the conduct of the study’s data collection to their
campus; Mr. Justin Ira G. Ong, who content validated the study’s research tools; Ms. Leslie G.
Sibayan and Mr. Edmon P. Albos, who assisted in the study’s data analysis; Mr. Edwin Martin and
Mr. Marvin Mejaro, whose research wisdom established the foundation of this study; and Ms.
Thrisha Luise C. Cañete, who contributed in the study’s gathering of related literature and
data.

Suggested Citation
American Sanchez, R. K. B., Fabella, M. F. E. V., Uy, M. E. C., Revilla, J. M. R., Hagacer, M. J. G., &
Psychological Espinosa, J. P. (2023). The preferences of senior high school students of Siena College of Quezon
Association (APA) City in traditional and online shopping: A mixed method study. International Journal of
Academic and Practical Research, 2(1), 85–93.

Author Biographies
Rehana Kacela B. Sanchez is an Accountancy, Business John Martin R. Revilla is an Accountancy, Business and
and Management (ABM) student at the University of Santo Management (ABM) senior high school student at the
Tomas and a member of ABM Society 2022-2023 under the University of Santo Tomas and a member of AYAN
Entrepreneurship Committee. She previously studied at Philippines and the Rotaract Club of Makati. He had
Siena College of Quezon City. She conducted a research previously studied at Wesleyan Academy Inc., Cainta,
study on traditional and online shopping as part of her Rizal. As part of his requirements as an ABM student, Mr.
academic requirements, which are related to the Revilla studied the traditional and online shopping
specialization of her strand. Email: preferences of senior high school students from Siena
rehanakacela.sanchez.shs@ust.edu.ph College of Quezon City. Email:
johnmartin.revilla.shs@ust.edu.ph
Ma. Francesca Erin V. Fabella is currently a senior high
school student at the University of Santo Tomas, taking Matthew James G. Hagacer is a senior high school
the Accountancy Business Management (ABM) strand. She student at the University of Santo Tomas studying
spent her previous years at the Manresa School of Accountancy, Business and Management (ABM). He had
Parañaque and is currently a member of the ABM previously attended the Cavite School of Saint Mark. He
Organization. As a required course for the strand, she participated in their research course with his group as a
partakes in a research course in which their group mandatory course for the strand, which completed
performs qualitative and quantitative research on the qualitative and quantitative research on the senior high
senior high school students of Siena College of Quezon school students of Siena College in Quezon City that
City that focuses on their preferences pertaining to focuses on their preferences relative to shopping
shopping lifestyles. Email: lifestyles. Email:
mafrancesca.fabella.shs.@ust.edu.ph matthewjames.hagacer.shs@ust.edu.ph
Maxine Erich C. Uy is enrolled in the Accountancy Jaycar P. Espinosa, MA, is an Economics researcher and
Business Management (ABM) track as a senior high school Senior High School (SHS) teacher currently affiliated with
student at the University of Santo Tomas. In the past, she the University of Santo Tomas (UST). He obtained his
attended Lorenzo Ruiz Academy. She enjoys editing, Bachelor of Arts degree in Economics (Magna Cum Laude)
painting, and drawing. In college, she plans to major in from the UST Faculty of Arts and Letters and his Master
fine arts. However, as an ABM student, she conducted of Arts degree in Economics (Cum Laude) from the UST
research about the traditional and online shopping Graduate School. His research interests are health
preferences of Senior High School students at Siena economics, public sector economics, and quantitative
College of Quezon City in relation to her strand. Email: and mixed methods. Currently, he has published and co-
maxineerich.uy.shs@ust.edu.ph published one (1) journal article, one (1) handbook, and
11 book chapters. Email: jpespinosa@ust.edu.ph

Copyright © 2023 by the Author/s

The Preferences of Senior High School Students of Siena College of Quezon City in Traditional and Online Shopping
© Author/s 2023
 94

This page is intentionally left blank.

International Journal of Academic and Practical Research

Volume 2, Issue 1, p. 85–93, May 2023
View publication stats