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CHAPTER 1

INTRODUCTION

Background of the study

The popularity of online shops was mainly due to the COVID-19 pandemic, but they eventually
became well-known for their benefits. The most common reasons why people prefer to shop online rather
than in-store is due to its convenience, free shipping offers, lower prices than in physical retail stores,
more product options, and the ease of searching for products of a certain brand. Because many online
shopping or e-commerce websites offer free shipping, it gives the user or consumer the motivation to
shop and add to their cart while avoiding the delivery costs, which usually puts off customers (Boice,
2021).

With the success of the e-commerce industry, there are also responsibilities shouldered by online
stores to make sure that their customers do not feel deceived. An online store that is considered to be
trustworthy has frequent buyers, who often spend a lot of money on that particular shop. The design of
their website or online shop is the first impression that can last among customers, which can influence
how much they are willing to trust the business. Shops that are transparent about their products, services,
policies, and delivery also earn the trust of their customers. Having a business story or an “About Us”
page can also increase the reputation and trustworthiness of an online shop (Rogers, 2020).

Product pricing is the most influential factor that affects consumer trust in the quality of a product
when buying from online shops. In a South Korean study involving 528 respondents, these consumers
revealed the various factors affecting the trustworthiness of an online shop and its products: price,
reviews, product rating, type of review, length of review, and where they saw the review (Sung, Chung, &
Lee, 2023).

In the Filipino e-commerce industry, there is considerable growth due to the emergence of
various online shops. It has changed the way Filipinos do business with each other. However, because of
this easier way of marketing and selling, it has also become a ground for scams. While online shopping
has benefits, many consumers find it difficult to trust random websites due to the popularity of fraudulent
transactions, data privacy breaches, and unrealistic product listings, which can make people feel anxious
about their hard-earned money (Locad, 2023).

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Thus, because of the popularity of online stores and the difficulty that comes with establishing
trust, the researchers decided to conduct this study to help shed light on how consumers place their trust
in online shops, which can help these businesses make improvements in their operations.

Statement of the Problem

The study titled "Quantitative Study: Factors Influencing Consumer Trust in Online Shops" aims
to seek answers to the following:
1. Identify which e-commerce platform consumers are more likely to trust and buy from:
a. Shopee
b. Lazada
c. Facebook Marketplace
d. Others
2. Explore the factors influencing consumer trust in online shops in terms of:
a. Payment Method
b. Shipping and Delivery
c. Customer Service
d. Product Listing
e. Product Reviews
3. Determine the methods used by online consumers to ensure the trustworthiness of an online shop.

Scope and Delimitation

The scope of the study is limited to the factors influencing consumer trust in online shops,
particularly in terms of payment, shipping, delivery, customer service, products, e-commerce platforms,
and the methods used by consumers to check the trustworthiness of an online shop. It does not cover
consumer trust in offline or physical stores and it does not concern other shopping-related behavior of
consumers, such as impulse buying.

Assumptions
1. The e-commerce platform frequently used by online shops is Shopee.
2. The payment method used by an online shop is the factor with the highest influence on consumer trust
in such businesses.
3. Checking the reviews and feedback from online consumers are the most frequent method, used by
online consumers to ensure the trustworthiness of an online shop.

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Significance of the Study

Online shop trustworthiness is important for doing business because it affects their credibility and
eventual financial and operational success. Thus, this study was conceptualized because of the
significance of online shops in today's technological advancements in marketing products.

The researchers came up with this study, which aims to benefit the following:
Online shop consumers: they are the main beneficiaries of the study because they can voice out
what makes an online store trustworthy. Without consumer trust, there would be no customers for online
shopping, which would lead to the decline of the economy. If consumers do not advise businesses, they
are also more likely to fall into scams or misleading products.
Online shops: they are also beneficiaries of the study because the feedback from customers can
help them shape their business and improve the quality of products and service to ensure trust from
customers. Without customer feedback, they would not earn trust and thus, would not have customers.
E-commerce, e-wallet, and courier companies: these companies also benefit from the study
because they are concerned with buyer and seller protection, as well as negotiations between them.
Knowing what makes online stores trustworthy, based on the viewpoints of consumers, can help these
companies add better safety and convenient features for their services.
Future researchers: those who will tackle a similar topic regarding online shop trustworthiness
can use this research as a reference. They may also expand the study to other aspects of the e-commerce
industry, which can help in innovation and promote safety and trustworthiness to new users.

Definition of Terms
The following terms have been defined functionally and operationally for a better understanding
of the study:
Consumer trust - the willingness of a customer to do business, such as buying products and
services, to a store; in the study, it refers to consumer trust in online shops.
Courier companies - these are companies that deliver goods from online stores; they are one of
those involved in consumer trust of online shops.

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E-commerce - an industry that deals with buying and selling products over the internet; it is the
main field of the topic of the study.
E-commerce platform - the website or app that allows users to establish their online store; they
are one of those involved in consumer trust of online shops.
E-wallet - the digital payment method commonly used by online shop buyers; the companies
behind them are one of those involved in consumer trust of online shops.

Online shop - the main concern of the study; online shops are businesses that offer products
online and consumers buy from them through digital means, having their products shipped or delivered to
the customer.
Payment method - the type of method used to pay for online shop commodities; it is one of the
factors that can affect consumer trust in online shops.
Product Listing - the way a product is displayed, such as specifications, pictures, and the like; it
is one of the factors that can affect consumer trust in online shops.
Product reviews - the user comments and experiences about the product once it is delivered; it is
one of the factors that can affect consumer trust in online shops.
Shipping and delivery - it refers to how the product is shipped and the time it was delivered, as
well as if it is safely delivered; it is one of the factors that can affect consumer trust in online shops.

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CHAPTER II
Review of Related Literature

This chapter deals with presenting various related literature as references and studies as background
for the current study. These are the evidential matters and some vital basis of the research to comprehend
the factors influencing consumer’s trust in online shops. The relevant conceptual and research literature
and studies in this section provide supporting details of the output and results of the investigation.

International Literature
E-Commerce and Online Shops
E-commerce (electronic commerce) makes use of the internet to market, promote, and sell
products. It is largely made up of online shops, as well as physical stores or companies that also sell
products online. The most common examples of e-commerce websites are Amazon in the United States,
as well as Shopify. These websites help an individual or business group to sell their products by
displaying them online and allowing customers to view and place their orders. The role of an e-commerce
website is to connect buyers and sellers and make transactions smoother and safer by providing a
platform to transact using the preferred payment, shipping, and delivery methods. In most cases, because
many users have difficulty trusting online shops, there is a “buy now, pay later” option – particularly for
items with a higher value. E-commerce websites can also facilitate the sale of digital goods, such as in-
game content. Various e-commerce business models exist, such as B2B (business to business) and B2C
(business to customer). B2B is often done between a seller and a raw materials provider. For instance, a
bakery and an egg supplier can have a B2B business model because the raw materials are supplied by the
egg supplier while the bakery pays for them to be used for their baking needs. A B2C model, on the other
hand, focuses on getting the product directly to the seller. For example, retail stores, such as Walmart,
directly sell products to customers. Another type of e-commerce model is C2C or consumer-to-consumer,
wherein a consumer is looking for specific products that other consumers are also selling, such as buying
used products (e.g. books and collectible toys) from eBay. C2B or consumer-to-business is often the

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selling of services, but also sometimes goods. For example, freelance photographers, writers, or digital
artists sell their content to a business or company. Consequently, there are different types of e-commerce
websites based on the content they offer: physical goods (e.g. clothes and food items), services (e.g.,
coaching and bookkeeping), and digital products (e.g. software and video games). Among the benefits of
getting into the e-commerce industry include a wider market reach and the ability to use customer data to
gain insights into their preferences, which can help in developing better marketing strategies for the
business. In addition, making quick changes is also convenient for online stores versus physical ones
because of the digital nature of their shop. Furthermore, compared to brick-and-mortar stores, e-
commerce websites and online stores have lower costs because they do not require much capital as they
are only online platforms. The only expenses for e-commerce websites

include shipping, logistics, and other operational costs, which become less if the business is purely online
and does not use any physical office space or facility. However, e-commerce shops also face some
challenges, such as the difficulty of customer returns, problems in shipment, the lack of product testing,
payment security concerns, and the overall high expectations of customers, which can affect customer
trust and loyalty to the shop. Despite these challenges, there are many ways that an online store can
address these problems. For instance, increasing customer engagement by improving the website design,
product listing, and social media campaigns can help drive more sales and added reputation for the online
store. In addition, optimizing the store for online users makes it easier for consumers to look for the item
that they want to buy (Ferreira, 2023).
The framework of e-commerce largely depends on individuals and groups that form small to
medium-sized firms that sell online. The e-commerce industry is made up of various components, with
the first one being e-commerce platforms like Amazon and Shopify. These allow sellers to set up their
shop conveniently without much knowledge of website building. They can display their products,
promote their shop, process orders, communicate with customers, set up payment and shipping processes,
and allow customers to have a review of the product and/or service. For those who want to promote their
products on social media, Facebook and Instagram are not only promising and popular social media
platforms to choose from, but it also allows sellers to market and process purchases that can be made by
customers. If a person markets their products on social media and they already have a following or a lot
of viewers and audiences, they are more likely to get sales for their products. Payment processing should
be considered by e-commerce platforms and sellers to ensure trust in their products and/or services. For
instance, many online shops accept major credit and debit cards. They can also accept mobile or e-
wallets, such as Apple Pay and Google Pay. Some e-commerce websites also offer their payment
processor, such as Shopify Payments, while others offer a BNPL or “buy now, pay later” scheme for

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people who are skeptical of the shop and/or other payment methods. In some cases, if an online shop has
a physical store, they can also allow in-store payment and product pick-up. E-commerce has a lot of
advantages, such as giving consumers a lot of convenience (which also applies to the seller due to ease of
setup and order fulfillment). Online sellers are also able to reach many different markets due to their
global visibility. In addition, since customer data is digital, it becomes easier for online sellers to use it for
customer preference analysis, which can improve their sales overall because more customers will get
engaged based on their preferences. Likewise, an online store is also less costly compared to a physical
store since they do not have to set up a brick-and-mortar establishment. However, there is increased
competition when it comes to online sellers, which is why entrepreneurs should be wary and employ
unique strategies to improve their shop security, payment, shipping, logistics, customer service, and
product listing (Winter, 2023).

E-commerce is different from online shopping because it is an umbrella term that encompasses all
online operations of businesses. E-commerce has many different models, such as B2B (business to
business), B2C (business to consumer), and C2C (customer to customer). On the other hand, online
shopping is the act of buying and selling items online, and it is part of the e-commerce industry. E-
commerce is beneficial to sellers because it allows growth when it comes to their customer base while
also being eco-friendly because everything is done digitally. Additionally, due to the convenience of the
e-commerce framework, online sellers find it easier to process multiple orders, which enhances
productivity. In addition, because there is no physical store, it can significantly reduce climate change as
there will be little to no physical establishments (Cunningham, 2019).
The COVID-19 pandemic has changed the buying habits of customers. The shift from physical to
digital stores strongly impacted the way that consumers buy from stores. While the physical store is still
the most preferred choice for store purchases as noted in a survey involving more than 8,600 worldwide
respondents, 44% purchased from online stores using their phone, 42% using assistants (e.g. Samsung
SmartThings, Amazon Echo, and Google Home), 38% using their tablet, and 34% using their computer or
PC. Another trend that became prevalent during and after the pandemic is the demand for essentials, such
as medicine and groceries. This is because people are more likely to buy essentials to save their budget
when faced with a crisis.
In a survey by McKinsey & Company on COVID-19 shopping behavior, 75% tried a new shopping
behavior, wherein 40% tried a new shopping method, and 36% purchased from a different brand. The
intent to continue this behavior is also high among the respondents, ranging from 73 to 80%. This can be
a troubling statistic for brands because it increases the competition for customer loyalty, particularly due

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to the pricing, services, and many other factors. Therefore, brand loyalty is an issue that many stores are
facing. Nonetheless, they can try following shopping trends to gain more customers amidst the
competition. For example, healthy living and sustainable choices are among the current trends brought
about by the pandemic. More people tend to gravitate towards organic and cruelty-free products
(Torkington, 2021).
The statistics of e-commerce websites and platforms all contribute to the fact that it is a successful
and marketable field nowadays. For instance, in a 2021 survey by All Traffic, at least 119.9 billion visits
were made to all e-commerce and online shopping websites, wherein the United States accounted for 63.5
billion of those visits. When it comes to device usage, more people tend to use their mobile phones
worldwide (51.8%) than shop from their desktop computers (48.2%), which means more people value
accessibility and online sellers need to improve their mobile-friendly platforms. In the United States, the
most visited online selling platform is Amazon, followed by eBay, Walmart, Craigslist, Etsy, and Target.
In addition, the shift from physical to online stores was visible, with 80% of consumers engaging in
online shopping starting in 2020, which is the onset of the COVID-19 pandemic. On the other hand,
physical stores in the United States experienced a decline (25% in Q1 and 75% in Q2) of the same year.
Consequently,

Amazon experienced a steady rise in revenue, wherein they sold 13.5 billion units in 2021, and the sales
peaked during Amazon Prime Day, which is June 21 st. The most preferred category for Amazon buyers
was Home and Kitchen, followed by Electronics, Clothing, Shoes, Jewelry, and Health & Household.
Furthermore, online shoppers tend to prefer sustainable choices, with 73% considering the impact of their
product on climate change when they buy. Consequently, blogs that review products accounted for 61%
of online purchases in the United States. Last but not least, free shipping is favored by many consumers,
as well as product demonstrations through augmented reality (35%), as they cannot test the product
similarly to in-store purchases (Dallal, 2022).
There are many reasons why e-commerce is more likely to stay for a long time. The first benefit of
e-commerce lies in its flexibility to remain relevant amidst the changing trends. Online shops are rising in
popularity because of the convenience of shopping from the comfort of one’s home, as well as the ease of
fulfilling orders – particularly for food deliveries. The most common products bought by consumers is
electronics, followed by digital goods, beauty products, and grocery items. Additionally, people are more
likely to buy from online stores because of the advanced technology that appeases the customer. For
example, they can try using different payment channels, as well as various shipping options (Stanley,
2022).

Consumer Trust in Online Shops

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Consumer trust in online stores is always a challenge for shop owners. It is usually difficult for
customers, particularly new ones, to trust a shop because of many factors. The trustworthiness of a store
depends on the amount of money spent on the store for products, the shipment and payment security, the
number of frequent buyers in the store, and many other factors. Fortunately, there are ways that online
stores can improve their trustworthiness, such as improving their first impression. For website owners,
they can improve their website layout to make the landing page more attractive. Those who use e-
commerce websites, such as Amazon or Shopify, can improve their product listing and product
description, as well as seller description so that people will know more about the shop and the products,
as well as the policies. The pictures for products should be of high quality and with great detail so that the
customer will easily see what they will get. A cluttered and unorganized website layout or product listing
will leave customers turned off and try a different shop instead. The shop should be easy to navigate for
all devices – particularly for phones – because not every person has access to the internet using their
computers. In addition, online sellers wanting to sell their products globally, should also include
conversion rates for their product prices and also add more details on shipment and customs fees to avoid
worrying the customer. Furthermore, for website owners, a fast-loading page can help improve the
customer experience, particularly for paying and fulfilling orders. Loyalty programs are also a great way
to prompt customers to buy products as they will see the various benefits (e.g. discounted offers). Next,
an online seller should be transparent with the much-

needed information asked by a customer. For example, a product should have its specifications, which is
highly important for electronic products, such as mobile phones, Bluetooth speakers, and the like. This is
also crucial for clothing and shoes, wherein a size chart is essential to help them shop online without the
worry of fitting. Since in-store fitting is not an option for online shopping, users should have the
convenience of having a size chart with conversions (for various units used across the globe). Product
reviews are also important because it allows the customer to weigh the pros and cons of a product. While
it can be anxiety-inducing for brands to receive negative reviews, it can also provide insights into their
product and how to improve them based on customer feedback. Overall, transparency helps improve the
relationship between customers and sellers, as customers get a better product from the feedback they give
to the seller. In the same way, a contact page for online shops is important so that the customer can easily
ask questions to the seller. Online shops with a physical store can also provide the address so that the
customer can converse some details about their product carefully, as well as also try out the product that
they want to buy. In addition, customer satisfaction should also be championed by the sellers. For
instance, if they receive a helpful review from the customer, they can ask the customer permission to
display it on their webpage or landing page slideshow so that more people will be attracted and interested

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in buying the product. Social media engagement is also important because it allows businesses to connect
with their followers and know some important statistics and purchase behaviors of their customers. In the
same way, getting video reviews from vloggers can help increase the brand visibility of a shop. Finally,
the payment and shipment transaction should be safe and smooth. The customer needs to know the
shipping fee and the method of shipment, particularly for international orders. Furthermore, adding
discounts to new or frequent customers can also increase sales (Rogers, 2020).
Online shops can be difficult to trust because of various factors, such as the lack of a physical store.
Therefore, building customer trust is essential for business success. In a study that aimed to know how
consumers make decisions when it comes to online shops, a total of 120 respondents were chosen using
purposive sampling, the research locale was Jakarta, Indonesia, and data was obtained through an online
survey. Partial Least Square (PLS) was used for data analysis. The results of the study indicate that the
security of ordering online is a key factor for consumer trust in online stores, as well as the brand image.
Furthermore, the perceived risks of a customer for the online store can negatively impact their trust in the
shop. To summarize, an online store can benefit from consumer trust when it comes to improving the
overall purchases of its products (Mahliza, 2020).
Product decisions made by customers largely depend on their willingness to trust an online shop.
Because e-commerce has grown popular among various shoppers around the world, purchase decisions
have been carefully made by shoppers due to the lack of in-store testing and checking. Thus, a study was
conducted to analyze the factors that can influence the trust of consumers in online stores and shopping

platforms when it comes to product quality. Using various brands and a multinomial logit model, the
results of the study showed that reviews with high star ratings contribute to the buying decision of the
customer. Moreover, customers look for products with the greatest number of reviews to ensure
trustworthiness when buying a product. In addition, customers tend to look for a trustworthy or famous
shopping platform or online shop, regardless of price, because they believe it will be a safer and smoother
experience to transact with that shop or e-commerce platform. Furthermore, consumers tend to find it
difficult to purchase repeatedly from online stores that are not very popular due to their lack of brand
visibility. Thus, the research also concludes that customers are willing to pay more for products online if
they are guaranteed a good price, quality reviews with media (pictures and/or videos), a trustworthy
platform, the frequency of reviews, and a higher star rating (Sung, Chung, & Lee, 2023).
In Vietnam, online shopping is a popular activity, but buyers are concerned with various factors,
such as security, reputation, and individuality when it comes to their purchase intentions. A quantitative
study that involved 358 respondents using Structural equation modeling (SEM) showed that security and
reputation are the key factors that influence the purchase intention and behavior of customers. They are

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more likely to trust an online store if it has a good reputation. Moreover, they perceive data privacy as
important when it comes to trusting an online shop as they are afraid of their data being stolen. While not
commonly discussed in other studies, there is also a relationship between the attitude of the customer and
their willingness to buy a product from an online store (Dat-Tran & Dat-Nguyen, 2020).
Consumer trust is vital to online businesses because building a reputation in the digital world can
be challenging. As customers have no physical store to enter and browse in, sellers need to engage
customers in various ways. This is very essential for sellers or online shops that are still starting. When an
online business employs good customer trustworthiness, they are more likely to outweigh the
competition, increase their brand visibility, and gain more customers. It will also give them better insights
into the purchase habits of their customers and what they expect from the store. Furthermore, eroding
business trust comes mostly from online inconveniences, such as credit card theft, inability to track
orders, difficulty in returning defective products, and data privacy issues. There are many ways to gain
and/or maintain the trust of customers for online shops. The first method is to offer various payment
methods so that the customer can choose a method that best suits their needs. Oftentimes, customers are
more willing to choose the “buy now, pay later” or “cash on delivery” method because it helps create a
sense of complacency for their hard-earned money. Next, a customer demands more details for the
product, such as descriptions, specifications, and even a demonstration video since it is not like in-store
where products can be tested. Sellers of clothing and shoes should provide size charts for the convenience
of the customer. Allowing reviews is also helpful, but it can benefit the store if they highlight positive
honest reviews that will improve customer engagement and increase the trustworthiness of the shop.
Relatable content, such as how-to guides for their products, can also help in terms of SEO or search
engine optimization.

Social media engagement is also important for an online business, particularly those with a large
following. They can use engaging posts and videos to help customers see how their product works and its
various benefits. Humanizing a brand means listing the personal story of the owner and how they got
started with the business, which is also a great technique in solidifying the reputation of a business, as
many customers do not like seeing highly corporate company profiles. Furthermore, satisfactory customer
service will keep consumers returning to the online shop, particularly when it comes to addressing their
concerns on product inquiry, payment methods, shipment, returns, delivery, and the like. Finally,
collaborations with social media influencers having niches related to the business can help boost brand
visibility. For example, a skincare company can collaborate with a beauty influencer, or a tech vlogger
can collaborate with a smartwatch company (Naseer, 2021).

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The first impression of a customer on an online shop usually begins with their landing page, home
page, and “About Us” section. Writing a compelling and engaging story that will help customers become
interested (also called humanization) can engage more sales. For example, the business owner can write
about why they started the business, such as through a family tradition, pursuing a personal hobby, or
dreaming of a greater cause for the environment. Next, ensuring payment safety is important in online
store trust. Online stores should also display payment, shipment, and delivery policies for the customers
to know about. Product listings should be highly accurate and detailed for the customers to inspect.
Online stores can also benefit from customer reviews because it allows them to better know the
performance of their products and what they need to improve. In the same way, highly positive reviews
increase the chances of other potential customers to try the product as well. Furthermore, communication
with customers is important, as they are the heart of the business. Communication can take place through
live chat or e-mail – some e-commerce platforms allow a seller chat to help the customers get in touch.
Finally, offering freebies and samples – especially for expensive products – can help engage a customer
to buy a product. People often get excited with freebies and it builds the hype, which is why including
freebies can act as a promotional method for increasing the reputation of an online business (Volusion,
2022).

Payment Methods and Security

Payment methods are important for consumers in deciding on purchases made online. Because
customers value their hard-earned money, they need to feel assured that their cash will not go to waste
through a shady transaction. Various payment options help build an online store’s reputation because they
allow customers to choose their preferred method, feeling complacent. Minimizing card abandonment can
be remedied by the payment options that the site or online store offers. Offering various payment methods
can engage the customer to buy the products in their online shopping cart. Furthermore, by adding various
payment methods, not only does it improve the customer trust in the brand or shop but it also engages

multiple customer markets. In most cases, people do not have an online payment method so it can help if
the shop also offers COD or cash on delivery. When it comes to the common types of payment methods
for online shops, digital wallets (e-wallets or mobile wallets) are the most common, such as Apple Pay
and Google Pay. Credit and debit cards are also common, particularly for recurring transactions, such as
subscription services. The BNPL or “buy now, pay later” method is popular with those who are skeptical
of online shopping and do not have any digital means to pay for the product. In choosing the right
payment methods for an online shop, the business owner should know the preferences of their customer.
If many of their customers come from remote areas, it can be difficult to offer mainly digital payments,

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and thus, they should offer BNPL methods. In addition, the online shop should also watch for transaction
fees, which can take a huge cut off their income per sale (Zen, 2023).
In terms of popularity among the payment method types, COD or cash on delivery is the most
commonly-used type. COD presents less risk for customers, particularly first-time buyers, because it
allows them to release money without the worrying of being scammed. In India, COD is the most popular
choice for payments, accounting for 83% of the total online shopping community, based on Nielsen’s
Global Connected Commerce Survey. This is also the method preferred in countries where not many
people use credit or debit cards, and many people do not have digital wallets or electronic payment
methods. Another popular method is BNPL or “buy now, pay later”, which allows a consumer to buy a
product and pay in installments with interest or other fees. This method works for larger or more
expensive products, such as air conditioners, televisions, computers, mobile phones, and the like. For
customers with digital payment methods, the most common methods include mobile payments, digital
wallets (Google Pay, Apple Pay, and PayPal), and online banking, which can include bank transfers,
credit, and debit cards, as well as cryptocurrency. Knowing the customer preferences of an online store is
important when choosing the payment method to offer. For example, urban customers prefer using
cashless or digital methods while those with less access to the internet and digital means are more likely
to buy products using the COD method. On the other hand, if the business usually sells products that are
too expensive for COD, they should enable safer payment methods, such as online banking and digital
wallets. Finally, the online seller should be aware of which payment method is mostly preferred in their
country or community. For instance, COD is popular in many countries, as well as bank transfers, while
digital wallets are still being introduced – particularly in developing countries (Stripe, 2023).
Different types of payment methods work better with specific types of business models. For
example, in subscription-based products or services, such as Netflix or Spotify, customers mostly prefer
online banking, such as credit or debit cards, to avoid the hassle of having to repeatedly enter payment
details when paying. For large items that are usually expensive, such as appliances, BNPL or “buy now,
pay later”
is more popular and preferred because people can pay in installments. This is also ideal for developing
countries, alongside COD or cash on delivery. Digital wallets are ideal for those who want to transact in a

cashless way. Most of the younger generation use digital wallets when paying either for online stores or
in malls because of the convenience of not having to carry cash around. Bank transfers are also ideal for
those who prefer the cashless method, which can also be ideal for subscription-type businesses. In-app
payments also exist for many e-commerce sites, such as Shopify and Shopee, which eliminates the hassle
for the customer (Owens, 2023).

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Shipping and Delivery

When it comes to shipping and delivery options for online stores, choosing the process elements
carefully can impact the consumer’s trust in their business. There are many methods to enhance the
shipping and logistics experience for both buyers and sellers. First, packaging can leave a lasting
impression on the customer. The design of the packaging will make customers feel special and more
engaged in buying from the same shop. Furthermore, with the rise of sustainability as a trend in e-
commerce and business, customers will also be more likely to purchase from brands that use less plastic
packaging in their products. Sellers should pack their products according to the specifications of the
courier to ensure the safety and security of their products. The product should be treated with utmost care
as it can influence the trust of the customer if the product ends up damaged or mishandled. Thus, it helps
to choose the courier service properly to avoid unfavorable feedback from customers. Most e-commerce
platforms, such as Shopify, have either pick-up or drop-off options for orders, which allow the seller to
choose their preferred courier. Shipping rates can also vary depending on the weight of the product,
which is why free shipping programs are vital to customer retention. Free shipping can help customers
pay less for the shipping and more for the product, which also benefits the seller in terms of overall sales
as more people buy the products. The “minimum spend amount” method is the most popular choice for
offering free shipping, which helps the seller not only declutter their inventory but also get more sales
from their products in one go (Earl, 2023).
Fast shipping is preferred by many consumers, particularly for perishable goods such as grocery
items, which is why it can influence customer trust in online stores. In most cases, many stores can offer
2-day shipping methods. Shipping and delivery are both important for the customer, as it will help them
to decide whether or not to buy from the store again. Stores with functional and prompt shipping methods
and delivery times are more likely to get more customers and decrease cart abandonment. Furthermore, it
will increase brand loyalty and average order value – particularly if the seller offers free shipping
programs where the customer needs to buy a minimum amount to qualify (Johnson, 2019).

Many online sellers tend to be skeptical of free shipping, when, in fact, it has become the norm
among
e-commerce communities and customers. Free shipping has many benefits to the online seller, with the
most prominent benefit being revenue increase. Because customers are more likely to buy a product if the
shipping fee is excluded – particularly with larger or more expensive items – free shipping can improve
the

customer sales of an online store. In the same way, customers are also more likely to buy more products
due to qualifying for the free shipping program offer. In the data obtained by Kissmetrics, the unexpected

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shipping cost is the top reason why people tend to abandon their carts on online shopping websites or
apps. Therefore, free shipping can help reduce cart abandonment. Furthermore, free shipping can increase
customer retention because it makes a customer feel satisfied when they buy a product without having to
pay for the shipping fee. Likewise, free shipping also helps a customer rationalize their buying decision.
For instance, not many customers will buy heavy products, such as appliances, due to the cost of
shipment, wherein they can simply drive their car or commute to the mall or shop to buy the product in-
store instead of doing it online (Modalyst, 2017).

Product Listing and Reviews

Product listing is crucial to the first impression of a customer to an online store, which helps boost
customer trust, retention, and loyalty. The product listing must be short to avoid losing the interest of the
buyer. The description should be easy to read and the items should be categorized properly. High-quality
images are favored by customers because they allow them to inspect and see the item up-close to make up
for the lack of in-store testing. Price comparisons are also commonly done by customers to get the most
out of their money’s worth. Therefore, the seller should make sure they perform an analysis and research
of the pricing of the product within the market to avoid over- or underpricing. Furthermore,
personalization can help customers decide on a product. For instance, aside from choosing a preferred
size or color of the item, they can also be offered discounts if they buy two related products together, such
as shampoo and conditioner (ABTasty, 2022).
In product listing, the combination of images and videos can help a customer decide on a product.
White background images are preferred in most e-commerce stores as they allow the user to inspect the
product carefully. Videos can also demonstrate how a product works, such as electronics, which can help
cover up the lack of in-store testing. Accurate product descriptions can help a customer decide on the pros
and cons of the product, which will lead to customer trust. Sellers should also include what to expect
when the customer receives the product, such as if there are other accessories or even freebies (Rana,
2023).

Local Literature
E-commerce in the Philippines
E-commerce in the Philippines is growing quickly in terms of revenue and scope. Online store
has an expected 12.93% growth rate from 2023 to 2027, which shows that e-commerce presents a lot of
opportunities for the Philippine market. Social media is the widely-used method of e-commerce in the

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country, followed by click-and-collect methods, mobile shopping, and live shopping. Fashion, cosmetics,
and electronics are among the top categories of products frequently bought by Filipinos. Furthermore,

Filipino shoppers tend to expect existing brands to have online counterparts for convenience (Anchanto,
2024).
The Philippines has at least $17 billion in revenue in 2021 from online stores and platforms.
Furthermore, the expected e-commerce consumers by 2027 is around 60.41 million by the year 2027 with
an estimated earning of at least $29.5 billion. The most common e-commerce platforms that engage
customers in the country are Shopee, Lazada, Beauty MNL, and Zalora, wherein beauty and electronics
are the top categories of products that are often purchased from online stores. The Department of Trade
and Industry (DTI) also noted an increase of 5.5% in terms of the contribution of the e-commerce
industry to the national economy, which is why they are devising various programs to help the e-
commerce industry (Payo, 2023).

Consumer Trust in Online Shops

In a study that analyzed the trust and purchase intention of online shoppers during the COVID-19
pandemic, the most common factor that affected customer trust and retention was the offering of COD or
cash on delivery. Furthermore, customers prefer a prompt delivery time, which also increases their trust in
a shop. Customer service is also seen as a factor affecting the trustworthiness of an online shop, as well as
the ease of access of the shop in both web and mobile formats. Finally, having budget-friendly products is
also a reason why people tend to become more loyal to a certain online shop (Secretaria et. al., 2021).
The trustworthiness of an online shop in the Philippines largely depends on two major factors:
payment methods and online reputation. However, trust issues are often caused by a lack of payment
security and education for consumers in using digital payment methods. Thus, the Department of Trade
and Industry encourages businesses, such as those under MSMEs (micro, small, and medium enterprises)
to register in their department as a business to help in processing payments safely to increase their
trustworthiness to the public (Villanueva, 2020).

Payment Methods and Security

Consumer trust and savings are among the key factors that decide the buying behavior of a
customer. Because cash on delivery (COD) is preferred by 71% of online shoppers due to the lack of trust
in online stores and losing their hard-earned money, the use of e-wallets is still less preferred. Among the
reasons for not trusting digital payment methods include safety concerns and the difficulty of using such
platforms for people who are not familiar with them (Agile Data Solutions, Inc., 2023).

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While cash is still the most preferred payment method in the Philippines, mobile wallets account
for 64% of the total consumer preferences in terms of payment methods, based on a 2021 study. In
addition, other payment methods are gaining traction, such as online card payments, physical store card
payments, and QR-based payments (Statista Research Development, 2023).

Shipping and Delivery

Logistics and delivery options in the Philippines remain a challenge due to poor infrastructure
and the fact that the country is an archipelago, wherein shipments can be difficult to handle without added
costs. Therefore, online sellers should plan their logistics and delivery options carefully to help improve
product order fulfillment, warehousing, and courier service, which translates to better consumer trust
(Wardhana, 2023).
Delays in shipping and deliveries can cause customers to lose trust in brands and/or online shops.
Therefore, couriers and shops should work together to improve their logistics framework, which translates
to better customer retention. The norm in the Philippines is at least 2 days within Metro Manila for local
shops and at least 2 weeks for overseas items. Many problems can occur during shipment, such as the
holiday rush season. Thus, another solution that can help retain customers amidst shipping delays is the
existence of a customer service help desk (Toral, 2016).

Product Listing and Reviews

Personalized shopping and social media interaction and integration are both popular online
shopping trends that can help ensure customer retention and trust. If consumer’s preferences are met
through the proper suggestion of related products that might interest them, it can lead not just to sales but
also to improved loyalty. Shops with additional customization options, such as color, style, and size
preferences, are also more frequently visited and bought from. Similarly, the existence of social media
platforms allows customers to get legitimate reviews and insights from customers who are often posting
on social media and sharing their experiences (Inquiro, 2023).

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Conceptual Framework

Input Process Output

factors influencing Review of related Results and

consumer trust in literature and discussion
online shops in terms studies Checking against the
of: Quantiative survey assumptions of the
Payment Method using questionnaire researchers
Shipping and Data gathering Conclusion and
Delivery Data analysis recommendations
Customer Service
Product Listing
Product Reviews
e-commerce platform
with the highest
consumer trust:
Shopee
Lazada
Facebook
Marketplace
Others
Determine the
methods used by
online consumers to
ensure the
trustworthiness of an
online shop.

Figure 1. Input-Process-Output (IPO) Model of

“Quantitative Study: Factors Influencing Consumer Trust in Online Shops”.
Figure 1 shows the Input-Process-Output (IPO) Model of the study. The input of the study
includes the factors influencing consumer trust in online shops, as well as which e-commerce platform is
the most preferred. Then, the researchers will determine the methods used by online consumers to ensure
the trustworthiness of an online shop. Then, the process of the study involves gathering related literature
and studies, which will be used to develop a self-made quantitative survey questionnaire. It will be used
in data gathering for the respondents. The results will undergo data analysis. Then, the output of the study
will be the results and discussion, followed by checking against the assumptions of the researchers, and
finally, the conclusion and recommendations.

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Theoretical Framework

Social Exchange Theory

In Social Exchange Theory, which was proposed by George C. Homans, the exchange of
communication and information between people is responsible for human behavior. People are more
likely to make decisions based on what others suggest to them, such as the pros and cons of the decision
they will make (Cherry, 2023).
The relationship of this theory to the current study is that it is concerned with the decision-
making of humans. When consumers trust an online shop, they decide to give the trust based on various
factors, such as their payment safety, social media presence, and customer reviews.

Self-Expansion Theory
The Self-Expansion Theory, proposed by Arthur Aron and Elaine Aron, suggests that people tend
to place their trust in anything that will contribute to their self-image and self-growth. For example, if
they see a brand that aligns with their image, they are most likely to trust the brand (Aron et. al., 2022).
Based on this theory, consumer trust is based on how they feel that the brand or shop will
contribute to their self-image. For example, if an online store offers cruelty-free products and the
customer is vegan, they are more likely to buy from the store.

Revealed Preference Theory

Proposed by Paul Samuelson, the Revealed Preference Theory suggests that the buying decisions
and habits of a person, when accumulated, can create a better picture of their preferences. Thus, if a
person frequently purchases a specific type of product, usually repeatedly, it means that they prefer that
product (Roper & Zin, 2013).
If customers make buying decisions that are repeated over time, it translates to customer
satisfaction, preference, and trust. Using this theory, the frequency of a customer buying from a specific
shop indicates their customer trust as they prefer that shop and its goods and/or services.

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CHAPTER III
METHODOLOGY
This chapter includes the research design, locale, population and sampling, research
instrumentation, data gathering procedure, and statistical treatment used in the data analysis.

Research Design

A descriptive research design is used by researchers to determine factors influencing consumer

trust in online shops, particularly in terms of payment method, shipping and delivery, customer service,
product listing, and product reviews, e-commerce platforms, and the methods used by consumers to check
the trustworthiness of an online shop. The researchers will use numerical data for the results, which will
be gathered using a survey questionnaire.
The descriptive type of research aims to understand a given population and its related topics or
issues, such as human behavior or employment situations (Heath, 2023). The use of variables and
population are frequently used in a quantitative research design. The research question and assumptions
are all based on numerical data, and it is aimed to validate an assumption or hypothesis (Jain, 2023).

Locale, Population, and Sampling

The research locale of the study is Pagbilao Academy Inc., Pagbilao, Quezon. The researchers
selected it because of the proximity and ease of data gathering from the respondents.
The population of this study is the senior high school in Pagbilao Academy Inc. In the school year
2023-2024. The number of respondents required for the study was determined by the researchers using
availability sampling in conjunction with Slovin’s method. Also called convenience sampling,
availability sampling is a non-probability statistical sampling method in which the respondents are
involved in a study due to their willingness or availability for the research (Nikolopoulou, 2023).
The researchers will survey the senior high school students respondents by using Slovin’s
formula. This formula is used to gather the population size of a given respondent group. It is commonly
used when studying a population that is not thoroughly studied yet, such as students. It uses the following
variables: number of samples, total population, and error tolerance for its formula (Ellen, 2020).

Research Instrument
The researchers developed a self-made questionnaire as the main instrument of the study. It will
comprise questions that will determine the factors influencing consumer trust in online shops. The
questionnaire will be made up of three parts: (1) trusted e-commerce platforms; (2) factors influencing

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consumer trust in online shops (payment method, shipping and delivery, customer service, product listing,
and product reviews); and (3) the methods used by consumers to check the trustworthiness of an online
shop.
The Likert scale will be used, with the following interpretations: (5) Strongly Agree, (4) Agree, (3)
Neutral, (2) Disagree, and (1) Strongly Disagree.

Data Gathering Procedure

After developing the self-made questionnaire, it will be submitted by the researchers to the adviser
for validation and correction. Any additional suggestions will be incorporated by the researchers in the
research instrument. Furthermore, a letter of consent and request to conduct research will be drafted and
sent by the researchers to the advisers of the respondents.
The data collection process will take place at the scheduled time. The researchers will explain the
nature of the study to the respondents and how the questionnaire will be answered. They will ensure that
the privacy of the respondents will be kept and their answers will be for educational purposes only. After
data collection, the researchers will tabulate the data for analysis to create validations of the assumptions
of the study, as well as conclusions and recommendations.

Statistical Treatment
For valid and reliable interpretation of the data, the following statistical tools and methods were
used. After gathering the data from the respondents, the data was subjected for computation and analysis.

Slovin’s Formula
Slovin’s formula calculates the number of samples required when the population is too large to
sample every member directly.
N
n= 2
1+ N e
n = sample size
N = Population size
e = Margin of Error

E= 0.10
N= 142

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Group/Year Level Strand Population Sample

Grade 11 GAS 65 27
ABM 6 2
Grade 12 GAS 62 26
ABM 9 4
Total 142 59

For Grade 11:

GAS: (65/142) 59= 27
ABM: (6/142) 59= 2.4 or 2
For Grade 12:
GAS: (62/142) 59= 25.7 or 26
ABM: (9/1420 59= 3.7 or 4

The data gathered through the questionnaire were tallied using the following tools:

Frequency Percentage Distribution

It was used to determine the percentage usually for the data profile.
f
%= x 100
n

where:
%= Percent
f= Frequency
n= sample

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WAM Weighted Average Mean

This formula works by multiplying each value by its weight and combining the them.

Σf (x )
WAM =
N
where:
f= weight given to each response
x= number of responses
N= Total number of the respondents

The description scale was used to influence demographic profile's influence on the respondents
perception.
Point Scale Range Description Descriptive Rating
5 4.21-5.00 Strongly Agree SA
4 23.41-4.20 Agree A
3 12.61-3.40 Neutral N
2 1.81-2.60 Disagree D
1 1.00-1.80 Strongly Disagree SD

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CHAPTER IV
Results and Discussion
The following chapter presents the result of the study revealed through descriptive analysis and
interpretation of the gathered data. Tabulated data were analyzed statistically and were discussed to
answer the specific problems stated in the study.

Table 1: E-commerce websites that respondents are more likely to trust.

STATEMENT 3 QUALITATIVE
5 4 2 1 WM DESCRIPTION
1. Shopee 33 20 6 0 0 4.45 Strongly Agree
2. Lazada 33 11 14 1 0 4.28 Strongly Agree

3. Facebook Marketplace 33 12 10 3 1 4.23 Strongly Agree

4. Tiktok Shop 33 10 13 2 1 4.22 Strongly Agree

5. Other’s ( specify ) 25 27 3 3 1 4.22 Strongly Agree

General Weighted Mean: 4.28 (Strongly Agree)

Table 1. Weighted mean distribution towards e-commerce websites that respondents are more likely to
trust.

The table above shows different e-commerce websites and how each respondent was more likely
to buy from them. By using the weighted mean calculation, the websites were ranked based on how the
respondents were more likely to trust them.

In Table 1, statement number one (1) got the highest weighted mean of 4.45 (Strongly Agree),
which means that Shopee is the most highly-trusted e-commerce website for the senior high school
respondents. Meanwhile, statements number four (4) and five (5) got the lowest weighted mean of 4.22
(Strongly Agree), which implies that TikTok Shop and other e-commerce websites are also trusted by the
respondents, but less than the other websites listed above. The grand mean is 4.28 (Strongly Agree),
which means that the above-mentioned e-commerce websites are greatly trusted by the respondents.

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Based on the data from Table 1, Shopee is the most trusted e-commerce platform, as agreed on by
the respondents, followed by Lazada and Facebook Marketplace. TikTok Shop is also gaining traction in
terms of trustworthiness.

In corroboration with the above findings, Shopee and Lazada are among the highest-performing
e-commerce websites that are commonly engaged by Filipinos. In addition, Filipinos also like to shop in
Beauty MNL and Zalora. Among the top categories of products that are often purchased from online
stores include beauty products and electronics (Payo, 2023).

Part II. Factors Influencing Consumer Trust in Online Shops.

Table 2. Factors Influencing Consumer Trust in Online shops in Terms of Payment Method.

STATEMENT 5 4 3 2 1 WM QUALITATIVE
DESCRIPTION
1. The shop accepts “ buy now, pay later”, 3 16 9 0 0 4.42 Strongly Agree
modes of payment, such as Home Credit and 4
cash.

2. The shop has different payment methods, 2 24 10 0 0 4.42 Strongly Agree

such as e-wallets (Gcash/PayMaya), online 5
banking, and credit/debit cards.

3. The payment methods are fast and convenient 3 17 9 2 1 3.55 Agree

to use. 0

4. In case of a detective item, the refund policy 2 19 11 1 1 4.18 Agree

for my payment is clear and convenient. 7

5. My payment details and privacy are protected 2 19 17 2 0 4 Agree

when paying. 1

General Weighted Mean: 4.11 (Agree)

Table 2. Weighted mean distribution towards Factors Influencing Consumer Trust in Online Shops in
Terms of Payment Method.

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The table above shows how payment method influences customer trust in online shops. The
respondent students were asked about how they view shops and how they trust them based on the
payment methods they offer.

In Table 2, statements number one (1) and two (2) got the highest weighted mean of 4.42
(Strongly Agree), which indicates that the senior high school students strongly agree that online shops
should have buy-now-pay-later, e-wallet, and other modes of payment. Meanwhile, statement number
three (3) got the lowest weighted mean of 3.55 (Agree), indicating that the students agree that payment
methods should be fast and convenient. However, this is not their main concern as compared with the
other statements. The grand mean is 4.11 (Agree), which means students agree that payment methods
influence their trust in an online shop.

From the data in Table 2, it is apparent that senior high school students strongly value the
importance of having different payment options. Online shops with multiple payment methods are greatly
favored by students. The responses also indicate that they agree with the fact that online shops should
have privacy features for their payment methods, as well as secure transactions with clear refund policies
to provide convenience to the customer.

Corroborating the above findings, having different payment methods, all of which are secure, is
important for consumers in deciding on purchases made online. Customers value their hard-earned money
and want to ensure that their cash will not fall into scams. Through offering various payment options, the
reputation and trustworthiness of an online store will be improved (Zen, 2023). Most e-commerce
websites and online stores have the flexibility to offer various payment options, such as e-wallets and a
"buy now, pay later" payment option for those who want to buy products in installments. Additionally,
some shops that have a physical store may also allow in-store payment and product pick-up (Winter,
2023).

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Table 3. Factors Influencing Consumer Trust in Online Shops in Terms of Shipping and Delivery.

STATEMENT 5 4 3 2 1 WM QUALITATIVE
DESCRIPTION
1. The shipping and delivery of products 30 22 7 0 0 4.72 Strongly Agree
is fast.
2. The item arrived safely without 35 18 5 1 0 4.25 Strongly Agree
damages and the parcel is secured.

3. I always received the correct items 29 25 5 0 0 4.23 Strongly Agree

from the shop.

4. I always receive updates on the status 15 26 16 1 1 4.18 Agree

of the item while on shipment.

5. I get informed when the item is about 39 14 6 0 0 4 Agree

to be delivered.

General Weighted Mean: 4.27 (Agree)

Table 3. Weighted mean distribution towards Factors Influencing Consumer Trust in Online Shops in
Terms of Shipping and Delivery

The table above shows how students trust online shops based on shipping and delivery.
Specifically, it deals with how the respondents see the trustworthiness of a shop based on how they ship
and deliver goods.

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In Table 3, statement number one (1) got the highest weighted mean of 4.72 (Strongly Agree),
indicating that students place high value on fast shipping and delivery of products. Meanwhile, statement
number five (5) got the lowest weighted mean of 4 (Agree), which implies that delivery tracking is not the
greatest concern of students, but they also agree that it is important in the trustworthiness of a shop. The
grand mean is 4.27 (Strongly Agree), which means that students strongly agree that shipping and delivery
affect how they trust online shops.

From the data in Table 3, it is implied that students consider trusting an online shop based on how
fast the shipment and delivery are done, as well as whether it arrives safely and if the correct item is
received. Subsequently, the students also agree that delivery status updates are important when receiving
an order from an online shop.

In corroboration with the above findings, many consumers value fast shipping, especially for
perishable goods such as grocery items. The trustworthiness of an online store may depend on the
shipping and delivery service of the shop, in which those with functional and prompt shipping methods
and delivery times are more likely to get more customers and decrease cart abandonment (Johnson, 2019).

Table 4. Factors Influencing Consumer Trust in Online Shops in Terms of Customers Service.

STATEMENT 5 4 3 2 1 W QUALITATIVE
M DESCRIPTION
1. The shop replies quickly to my 20 23 11 4 1 3.96 Agree
questions about orders, shipment,
payment methods, and other concerns.

2. The shop resolves any conflicts that I 26 15 12 4 2 4 Agree

encounter with my orders.

3. The shop owner and/or the customer 27 15 13 3 1 4.08 Agree

support service is accommodating and
polite.

4. The shop answers my questions with 27 24 3 0 1 4.08 Agree

clarity, correctly, and in full detail.

5. The shop owner or customer service 29 25 4 1 0 4.38 Strongly Agree

understands my concerns and worries,

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such as the availability of delivery

time.

General Weighted Mean: 4.10 (Agree)

Table 4. Weighted mean distribution towards Factors Influencing Consumer Trust in Online Shops in
Terms of Customer Service.

The table above shows how the trustworthiness of an online shop is affected by its customer
service, based on the responses of the senior high school students. It deals with how the students see the
performance of an online shop based on its customer service and whether or not they will buy from it
again.

In Table 4, statement number five (5) got the highest weighted mean of 4.38 (Strongly Agree),
which indicates how students place great importance on how the staff of an online shop understands
customer worries and concerns. On the other hand, statement number one (1) got the lowest weighted
mean of 3.96 (Agree). It implies that students agree that online shops should quickly respond to customer
questions about orders, shipment, payment methods, and other concerns, although it is not rated as high as
the other statements. The grand mean is 4.10 (Agree), which means that students agree that customer
service influences how they trust online shops.

From the data shown in Table 4, it is implied that senior high school students believe that the
customer service of an online shop should focus on understanding worries and concerns about the
availability of the product and the delivery time. They also agree that online shops should have good
customer support in terms of resolving conflicts and questions regarding orders, shipment, payment
methods, and other concerns. Furthermore, they also agree that online shops should be polite and
accommodating to customers and answer questions honestly, with clarity, and in full detail.

Corroborating the above findings, in a study that analyzed the trust and purchase intention of
online shoppers during the COVID-19 pandemic, customer service is also seen as a factor affecting online
shop trustworthiness (Secretaria et. al., 2021). Additionally, satisfactory customer service will keep
consumers returning to the online shop, particularly when it comes to addressing their concerns on
product inquiries, payment methods, shipment, returns, delivery, and the like (Naseer, 2021). Customer
retention and shop trustworthiness are also affected by how a customer service help desk is present in an
online shop. During shipment and delivery problems, particularly in the Philippines, if customers can

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reach out to a help desk to inquire about their order status, it can bring about peace of mind and it will
increase the trustworthiness of an online shop (Toral, 2016).

Table 5. Factors Influencing Consumer Trust in Online Shops in Terms of Product Listing.

STATEMENT 5 4 3 2 1 WM QUALITATIVE
DESCRIPTIOON
1. The product is the same as in the picture 3 16 4 1 0 4.54 Strongly Agree
posted in the listing of the shop. 8

2. The product descriptions are detailed and 3 16 5 0 2 4.42 Strongly Agree

accurate. 6

3. The product descriptions also includes 3 18 6 1 0 4.44 Strongly Agree

what’s in the box when it arrives. 4

4. There is a video demonstration of the 3 15 4 3 2 4.32 Strongly Agree

product in the online shop. 5

5. There are guides on how to use the item 2 25 4 4 1 4.16 Agree

once unboxed. 5

General Weighted Mean: 4.37 (Strongly Agree)

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Table 5. Weighted mean distribution towards Factors Influencing Consumer Trust in Online Shops in
Terms of Product Listing.

The table above shows how product listing influences the trustworthiness of an online shop,
based on the responses of students. It deals with how online shops place their product listings for the
customers to view and choose from.

In Table 5, statement number one (1) got the highest weighted mean of 4.54 (Strongly Agree),
implying that students put the most emphasis on how the delivered product is the same as in the picture
posted in the listing of the online shop. Meanwhile, statement number five (5) got the lowest weighted
mean of 4.16 (Agree), which means that students place less emphasis on how-to guides for the item once
unboxed.

The grand mean is 4.37 (Strongly Agree), which means that students believe that product listing
greatly influences how they trust an online shop.

Based on the data in Table 5, senior high school students place great importance on how the
product that was delivered is the same as it was shown online, which shows trustworthiness for an online
shop. They also believe that online product listings should be accurate, detailed with content, and even
have a product demonstration video. Having videos for the product is important because online stores
cannot test products, unlike physical stores.

In corroboration with the above findings, product listing is considered an important aspect of
customer engagement. Online shops with improved website design, product listing, and social media
campaigns can help drive more sales and added reputation for the online store (Ferreira, 2023).
Furthermore, products that have images that match how they were delivered can help online shops gain
more trust from customers. Thus, high-quality images are favored by customers because they allow them
to inspect and see the item up close to make up for the lack of in-store testing (ABTasty, 2022).

Table 6. Factors Influencing Consumer Trust in Online Shops in Terms of Product Reviews.

STATEMENT 5 4 3 2 1 WM QUALITATIVE
DESCRIPTION
1. There are more positive reviews than 24 33 1 0 1 4.33 Strongly Agree
negative ones about the item and the shop.

2. The reviews are detailed and have pictures 27 15 13 3 1 4.08 Agree

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and/or videos to show the item purchased.

3. The reviews also praise the seller for good 29 13 12 5 0 4.11 Agree
customer service and the courier for safe
delivery.

4. There are many reviews with pros and cons 28 15 12 4 0 4.13 Agree
to help me decide on the product.

5. Some of the reviews are from well-known 28 14 12 9 1 4.25 Strongly Agree

trusted vloggers, social media influencers, or
celebrities.

General Weighted Mean: 4.18 (Agree)

Table 6. Weighted mean distribution towards Factors Influencing Consumer Trust in Online Shops in
Terms of Product Reviews.

The table above shows how product reviews influence students on how they trust an online shop.
This refers to how product reviews from customers are shown in the online shop, which can help new
customers decide on their purchase.

In Table 6, statement number one (1) got the highest weighted mean of 4.33 (Strongly Agree),
which implies that students favor online shops that have more positive than negative reviews about the
item that they want to buy. On the other hand, statement number two (2) got the lowest weighted mean of
4.08 (Agree), which means that students tend to focus less on how detailed a product review can be
(which may include photos or videos), but they also agree on it. The grand mean is 4.18 (Agree), which
implies that students agree that product reviews influence the trustworthiness of an online shop.

Based on the data from Table 6, it is apparent that students strongly value having significantly
higher amounts of positive reviews for an item in an online shop. Other factors that can influence their
trustworthiness for the online shop, in terms of product reviews, include reviews from well-known
vloggers, influencers, or celebrities, product reviews with pros and cons of the product, products that
praise the courier for safe delivery, and detailed photos and videos of the delivered item. It is not
surprising that influencer review videos are also highly favored by the respondents because senior high
school students tend to be more inclined toward the use of social media.

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Corroborating the above findings, product reviews are important because they allow the customer
to weigh the pros and cons of a product. In the same way, getting video reviews from vloggers can help
increase the brand visibility of a shop. While it can be anxiety-inducing for online shops to receive
negative reviews, it can also provide insights into their product and how to improve them based on
customer feedback. If an online store is more transparent to its customers, it will result in higher
trustworthiness (Rogers, 2020). Furthermore, reviews with high star ratings contribute to the buying
decision of the customer. Moreover, customers look for products with the greatest number of reviews to
ensure trustworthiness when buying a product. Therefore, customers are willing to trust a shop that has
more positive than negative reviews for their products. In addition, the reviews received by an item online
should also have good frequency to ensure credibility for the online shop. Customers are more likely to
check out shops where more people have posted their reviews about the products they ordered (Sung,
Chung, & Lee, 2023).

Part III. Determine the methods used by online consumers to ensure the trustworthiness of an
online shop.

Table 7. Methods used by a consumer to ensure the trustworthiness of an online shop.

STATEMENT 5 4 3 2 1 W QUALITATIVE
M DESCRIPTION
1. I check online reviews, social media posts, 39 15 4 1 0 4.55 Strongly Agree
blogs, and vlogs, about the shop.

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2. I ask my family, relatives, and friends about 37 16 2 4 0 4.45 Strongly Agree

the shop.

3. I read the reviews in the shop and analyze 34 16 5 4 0 4.35 Strongly Agree
overall their positive comments and feedback.

4. I look for an “About Us” section to know the 39 16 3 1 0 4.57 Strongly Agree
profile of the shop.

5. I check their social media page and see the 26 26 7 0 0 4.32 Strongly Agree
comments and shares of their fans.

General Weighted Mean: 4.44 (Strongly Agree)

Table 2.1 Weighted mean distribution towards methods used by a consumer to ensure the trustworthiness
of an online shop.

The table above shows the methods used by the respondents as consumers to ensure the
trustworthiness of an online shop. The different methods were rated by the respondents based on their
frequency of usage of such.

In Table 7, statement number four (4) got the highest weighted mean of 4.57 (Strongly Agree),
which states that students look for an “About Us” section in the profile of an online shop. On the other
hand, statement number five (5) got the lowest weighted mean of 4.32 (Strongly Agree), which indicates
that students look for a social media page for the online shop, although it is less of a concern compared to
the other statements mentioned above. The grand mean is 4.44 (Strongly Agree), implying that students
frequently use methods to ensure the trustworthiness of an online shop.

From the data in Table 7, it is apparent that students look for the identity of the online shop based
on their “About Us” section, which will give them some idea of the people behind the shop to measure its
trustworthiness. They also look for social media posts, and online reviews, and ask relatives and friends
about the shop. Consequently, students also analyze the product reviews of the shop and sometimes check
the social media page and comments of the shop.

Corroborating the above findings, writing a compelling "About Us" section can help online shops
to have better customer engagement. This method of "humanization" is a way to help drive customers
closer to brands, which can translate into more sales. For example, the business owner can write about
why they started the business, such as through a family tradition, pursuing a personal hobby, or dreaming
of a greater cause for the environment (Volusion, 2022).

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CHAPTER V

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

The following chapter presents the summary and the findings of the study regarding factors
influencing consumer trust in online shops. Based on the findings, conclusions and recommendations
were made by the researchers.

Summary
Online shops have gained popularity during the COVID-19 pandemic and are continuing in their
operations due to their well-known benefits for customers. With the success of e-commerce websites

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comes the difficulty of establishing trust among customers, which is why the researchers decided to
conduct this study. Using a descriptive research design, selected senior high school students were
surveyed on how different factors can affect the trustworthiness of an online shop.

Findings
The following are the findings of the study:
1. When it comes to which e-commerce platform consumers are more likely to trust and buy from:
a. Shopee is the most highly-trusted e-commerce website for senior high school
respondents, followed by Lazada, Facebook Marketplace, TikTok shop, and others.
2. On the factors influencing consumer trust in online shops:
a. The majority of senior high school students strongly value the importance of having
different payment methods.
b. Most of the SHS students highly value fast shipping and delivery of products.
c. When it comes to customer service, the majority of SHS students strongly agree that the
staff of an online shop should understand customer worries and concerns.
d. In terms of product listing, the delivered product is the same as in the picture posted
in the listing of the online shop, according to most of the SHS students. Product listing
also got the highest weighted mean (4.37), which means most students place the greatest
importance on it.
e. The majority of SHS students favor online shops that have more positive than negative
reviews about the item that they want to buy.
3. On the methods used by online consumers to ensure the trustworthiness of an online shop:
a. The majority of the SHS students look for an “About Us” section in the profile of an
online shop.

Conclusions
From the results above, the following conclusions were made:
1. Shopee is the most used and highly-trusted e-commerce website for senior high school students,
which validates assumption number two (2).
2. When it comes to the factors influencing consumer trust in online shops:
a. Students are more likely to buy from the store if:
i. The store offers different payment methods;
ii. the shipment and delivery time is fast and convenient;

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iii. the store has good customer service to understand worries and concerns
about product delivery and the like;
iv. product listings are honest and true to what is delivered to the customer; and
v. if the store has more positive than negative reviews.
b. Product listing is the factor with the highest influence on consumer trust, which rejects
assumption number one (1).
3. Looking for an “About Us” section in the profile of an online shop is the most frequent
method used by consumers to ensure its trustworthiness. This statement rejects assumption
number three (3).

Recommendations
Based on the conclusions, the following are hereby recommended by the researchers:
1. Students are recommended to try and explore other e-commerce websites other than Shopee,
such as Lazada, Facebook Marketplace, TikTok Shop, and others. However, they are also
recommended to use the factors mentioned above to check the trustworthiness of the shop they
want to order from.
2. Online stores are recommended to improve their product listing to ensure better customer trust
and engagement for their items. This can include adding photos and videos and being transparent
with the flaws of their product to avoid high expectations from the customer.
3. E-commerce websites are recommended to use the results of this study to improve their
platform, which can increase customer engagement and trustworthiness. This may include
adding more payment options, improving shipment and delivery time, engaging customers to
leave honest reviews, and implementing guidelines for shops in smarter product listings.

REFERENCES

ABTasty (2022). The Importance of Product Listing Pages and How to Optimize Them.
https://www.abtasty.com/blog/product-listing-page-best-practices/

Agile Data Solutions, Inc. (2023). Trust and savings are driving forces behind Filipino online shopping

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behavior. https://www.agiledatasolutions.tech/post/trust-and-savings-are-driving-forces-behind-
filipino-online-shopping-behavior

Anchanto (2024). A Guide to the Philippines E-commerce Industry: All that You Need to Know.
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know/

Aron, A., Lewandowski, G., Branand, B., Mashek, D., & Aron, E. (2022). Self-expansion motivation and
inclusion of others in self: An updated review.
https://journals.sagepub.com/doi/abs/10.1177/02654075221110630

Boice, M. (2021). The 13 Top Reasons Consumers Shop Online.

https://www.junglescout.com/blog/reasons-consumers-shop-online/

Cherry, K. (2023). Understanding Social Exchange Theory in Psychology.

https://www.verywellmind.com/what-is-social-exchange-theory-2795882

Cunningham, C. V. (2019). The Difference Between E-Commerce and Online Shopping.

https://medium.com/@candicevcunningham/the-difference-between-e-commerce-and-online-
shopping-7a7fc86185c5

Dallal, A. (2022). 118 eCommerce Statistics You Need to Know.

https://www.similarweb.com/blog/ecommerce/retail-insights/ecommerce-statistics/

Dat-Tran, V. & Dat-Nguyen, T. (2020). The impact of security, individuality, reputation, and consumer
attitudes on purchase intention of online shopping: The evidence in Vietnam.
https://www.tandfonline.com/doi/full/10.1080/23311908.2022.2035530

Earl, T. (2023). How To Ship Products To Customers: Online Shipping in 2024.

https://www.shopify.com/ph/blog/shipping-and-fulfillment

Ellen, S. (2020). Slovin's Formula Sampling Techniques.

https://sciencing.com/slovins-formula-sampling-techniques-5475547.html

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Ferreira, N. M. (2023). What Is Ecommerce? Everything You Need to Know.

https://www.oberlo.com/blog/what-is-ecommerce#:~:text=Ecommerce%2C%20also%20known
%20as%20electronic%20commerce%20or%20internet,most%20popular%20online%20stores
%20in%20the%20ecommerce%20industry

Heath, C. (2023). What is descriptive research?

https://dovetail.com/research/descriptive-research/

Inquiro (2023). Consumer Behavior Philippines: 5 Online Shopping Trends.

https://inquiro.ph/consumer-behavior-philippines-5-online-shopping-trends-2/

Jain, N. (2023). What is Quantitative Research Design? Definition, Types, Methods and Best Practices.
https://ideascale.com/blog/quantitative-research-design/

Johnson, T. (2019). The Importance Of Fast And Free Shipping Across Marketplaces.
https://tinuiti.com/blog/ecommerce/free-shipping/

Locad (2023). Building Trust: How to Address Scam Concerns among Filipino Online Shoppers.
https://golocad.com/blog/addressing-e-commerce-scam-concerns-in-philippines/

Mahliza, F. (2020). Consumer Trust in Online Purchase Decision.

https://www.researchgate.net/publication/
339337596_CONSUMER_TRUST_IN_ONLINE_PURCHASE_DECISION

Modalyst (2017). Free Shipping on Your Online Store: 4 Benefits Explained.

https://www.modalyst.co/blog/benefits-offering-free-shipping/#:~:text=The%20Benefits%20of
%20Offering%20Free%20Shipping%20on%20Your,4%204.%20Free%20shipping%20helps
%20rationalize%20shopping%20online

Naseer, H. (2021). How to build customer trust online: 8 solid ways.

https://www.instamojo.com/blog/build-customer-trust-online/

Nikolopoulou, K. (2023). What Is Convenience Sampling? | Definition & Examples.

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https://www.scribbr.com/methodology/convenience-sampling/

Owens, B. (2023). 6 e-commerce payment methods your store should be accepting.

https://whiplash.com/blog/ecommerce-payment-methods/

Payo (2023). What is E-commerce, and how has it evolved?

https://payo.asia/what-is-e-commerce/

Rana, A. (2023). Benefit of Product Listing in E-commerce Business- Explained.

https://pinnaclesellerservices.com/blog/benefit-of-product-listing-in-e-commerce-business-
explained/

Rogers, A. (2020). The 39-Point Store Trust Checklist: How Trustworthy Is Your Online Store?
https://www.shopify.com/blog/customer-trust-checklist

Roper, J. E. & Zin, D. M. (2013). Revealed Preference Theory: Economics.

https://www.britannica.com/money/revealed-preference-theory

Secretaria, N. M., Aranas, A. G. L., Pacubas, C. Y., & Bithay, L. L. (2021). Trust And Purchase Intention
On Online Shops Amid Covid 19 Pandemic: As Basis For Regulatory Policy.
https://eprajournals.com/jpanel/upload/1225am_4.EPRA%20JOURNALS%208480.pdf

Stanley, M. (2022). Here's Why E-Commerce Growth Can Stay Stronger for Longer.
https://www.morganstanley.com/ideas/global-ecommerce-growth-forecast-2022

Statista Research Development (2023). Most preferred payment method for consumers in the Philippines
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Stripe (2023). Ecommerce payment methods: What they are and how to choose the right ones.
https://stripe.com/resources/more/ecommerce-payment-methods

Sung, E., Chung, W. Y., & Lee, D. (2023). Factors that affect consumer trust in product quality: a focus
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Toral, J. (2016). Delivery Delay Hurts Philippines E-Commerce Sector.

https://digitalfilipino.com/delivery-delay-hurts-philippines-e-commerce-sector/

Torkington, S. (2021). The pandemic has changed consumer behaviour forever - and online shopping
looks set to stay. https://www.weforum.org/agenda/2021/07/global-consumer-behaviour-trends-
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Villanueva, M. A. (2020). Trust issues on e-commerce.

https://www.philstar.com/opinion/2020/07/01/2024810/trust-issues-e-commerce

Volusion (2022). 7 Ways to Earn Customer Trust for Your Ecommerce Site.
https://www.volusion.com/blog/ways-to-earn-customer-trust-for-your-ecommerce-site/
Wardhana, A. (2023). E-commerce in the Philippines; Opportunities and Challenges.
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Winter, D. (2023). What Is Ecommerce? A Comprehensive Guide (2024).

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Zen (2023). Ecommerce payment methods: what they are and how to choose the right ones.
https://www.zen.com/blog/e-commerce/ecommerce-payment-methods-what-they-are-and-how-
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%20ecommerce%201,5%20Cryptocurrency%20...%206%20E-commerce%20payment
%20gateways%20

Appendix A

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Budget Proposal

Necessity Details Estimated Amount in Peso

Miscellaneous Print and Photocopies Php 800.00

Book Bind Php 350.00

Thesis Fee Php 250.00

Food and Transportation Transportation Php 250.00

Food (Panelist) Php 350.00

Total Php 2,000

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Appendix B

Timetable

2024
Research Objectives January February March April May

Research Planning

Chapter 1
Chapter 2
Chapter 3
Data Gathering
Chapter 4

Chapter 5
Defense

Revision
Book Bind

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APPENDIX C

RESEARCH QUESTIONNAIRES

Informed Consent

Greetings! I am Grade 12 student of Pagbilao Academy, Inc., taking up Accountancy, Business

and Management or ABM. As I currently doing my thesis about Factors influencing consumer trust in
online shops, I request your participation in the study. I will require some of your personal information, as
well as your answers on a survey that will determine your agreement on different statements about your
knowledge, beliefs, and practices in identifying the factors that influence the consumer trust through
online shops. I assure you that the information you will provide will be strictly confidential and for
educational purposes only. You are also free to opt-out if you wish, as your participation in the study is
voluntary.

________________
Signature of Printed

Quantitative Study: Factors Influencing Consumer Trust in Online Shops

The Likert scale will be used, with the following interpretations: (5) Strongly Agree, (4) Agree, (3)
Neutral, (2) Disagree, and (1) Strongly Disagree.
Instruction: Kindly put check mark in the box for your corresponding answers.

Part I. Which e-commerce website are you more likely to trust?

Statements 5 4 3 2 1
(SA) (A) (N) (D) (SD)
1. Shopee
2. Lazada
3. Facebook Marketplace
4. Tiktok Shop
5. Others (specify)
________________

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Part II. Factors Influencing Consumer Trust in Online Shops

Payment Method 5 4 3 2 1
(SA) (A) (N) (D) (SD)
1.The shop accepts “buy now, pay later”, mode of payments,
such as Home Credit and cash.
2.The shop has different payment methods, such as e-wallets
( Gcash/Maya), online banking, and credit/debit cards.
3.The payment methods are fast and convenient to use.
4. In case of a detective item, the refund policy for my payment
is clear and convenient.
5.My payment details and privacy are protected when paying.

Shipping and Delivery 5 4 3 2 1

(SA) (A) (N) (D) (SD)
1.The shipping and delivery of product is fast.

2. The item arrived safely without damages and the parcel is

secured.
3. I always received the correct items from the shop.
4. I always receive updates on the status of the item while on
shipment.
5. I get informed when the item is about to be delivered.

Customer Service 5 4 3 2 1
(SA) (A) (N) (D) (SD)
1. The shop replies quickly to my questions about orders,
shipment, payment methods, and other concerns.
2. The shop resolves any conflicts that I encountered with my
orders.
3. The shop owner and/or the customer support service is
accommodating and polite.
4. The shop answers my questions with clarity, correctly, and
in full detail.
5. The shop owner or customer service is understand about my
concerns and worries, such as availability of delivery time.

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Product Listing 5 4 3 2 1
(SA) (A) (N) (D) (SD)
1. The product is the same as in the picture posted in listing of
the shop.
2. The product descriptions are detailed and accurate.
3. The product descriptions also includes what's in the box
when it arrives.
4. There is a video demonstration of the product in the online
shop.
5. There are guides on how to use the item once unboxed.

Product Reviews 5 4 3 2 1
(SA) (A) (N) (D) (SD)

1. There are more positive reviews than negative ones about

the item and the shop.
2. The reviews are detailed and have pictures and/or videos to
show the item purchased.
3. The reviews also praise the seller for good customer service
and the courier for safe delivery.
4. There are many reviews with pros and cons to help me
decide on the product.
5. Some of the reviews are from well-known trusted vloggers,
social media influencers, or celebrities.

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Part III. Methods used by a consumer to ensure the trustworthiness of an online shop.

Statement 5 4 3 2 1
(SA) (A) (N) (D) (SD)
1. I check online reviews, social media posts, blogs, and vlogs
about the shop.
2. I ask my family, relatives, and friends about the shop.
3. I read the reviews in the shop and analyze overall their
positive comments and feedback.
4. I look for an “About Us” section to know the profile of the
shop.
5. I check their social media page and see the comments and
shares of their fans.

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APPENDIX D

CRONBACH ALPHA

5 11.28−4.68
α=
5−1 11.28
5 6.6
α=
4 11.28
α = 1.25 (0.58)
α = 0.73 = Acceptable

5 5.06−3.4
α=
5−1 5.06
5 1.66
α=
4 5.06
α = 1.25 (0.32)
α = 0.41 = Unacceptable

5 14.42−5.69
α=
5−1 14.42
5 8.73
α=
4 14.42
α = 1.25 (0.60)

5 10.71−5.95
α=
5−1 10.71
5 4.76
α=
4 10.71
α = 1.25 (0.44)

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5 11.97−5.2
α=
5−1 11.97
5 6.77
α=
4 11.97
α = 1.25 (0.56)
α = 0.70 = Acceptable

5 3.69−2.36
α=
5−1 3.69
5 1.32
α=
4 3.69
α = 1.25 (0.35)
α = 0.44 = Unacceptable

5 2.98−2.71
α=
5−1 2.98
5 0.27
α=
4 2.98
α = 1.25 (0.09)
α = 0.11 = Unacceptable

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APPENDIX E

COMMUNICATIONS

March 19, 2024

Ms. Erica Dae Quinto

Language

Subject: Request for Validation of Questionnaire

Dear Ma'am Erica Dae Quinto

We hope this letter finds you well. We are grade 12 students who are currently working
on a research project titled "Quantitative Study: Factors Influencing Consumer Trust In
Online Shops." as a requirement in one of our courses Practical Research 2. As part of this
study, we have developed a questionnaire aimed at gathering valuable insights into investigating
factors affecting consumer trust in online shops, particularly examining payment methods,
shipping, customer service, product listing, and reviews. It seeks to determine which e-commerce
platforms consumers trust most, including Shopee, Lazada, Facebook Marketplace, and others.
Additionally, the study aims to identify methods utilized by online consumers to assess the
trustworthiness of online shops. We are reaching out to you to kindly request your assistance in
validating the said instrument which is attached to this letter.
Your expertise would be instrumental in ensuring the accuracy, relevance, and
effectiveness of the questions included in the questionnaire. Your valuable input will contribute
significantly to the overall quality of the research findings.

Sincerely,
________________
John Ray Regalario

________________
Mark Laurice Batilo

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March 19, 2024

Mr. Byron F. Gamban

Research

Subject: Request for Validation of Questionnaire

Dear Sir Byron F. Gamban

We hope this letter finds you well. We are grade 12 students who are currently working
on a research project titled "Quantitative Study: Factors Influencing Consumer Trust In
Online Shops." as a requirement in one of our courses Practical Research 2. As part of this
study, we have developed a questionnaire aimed at gathering valuable insights into investigating
factors affecting consumer trust in online shops, particularly examining payment methods,
shipping, customer service, product listing, and reviews. It seeks to determine which e-commerce
platforms consumers trust most, including Shopee, Lazada, Facebook Marketplace, and others.
Additionally, the study aims to identify methods utilized by online consumers to assess the
trustworthiness of online shops. We are reaching out to you to kindly request your assistance in
validating the said instrument which is attached to this letter.
Your expertise would be instrumental in ensuring the accuracy, relevance, and
effectiveness of the questions included in the questionnaire. Your valuable input will contribute
significantly to the overall quality of the research findings.

Sincerely,
________________
John Ray Regalario

________________
Mark Laurice Batilo

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March 19, 2024

Mrs. Mary Grace P. Blase

Mathematics

Subject: Request for Validation of Questionnaire

Dear Ma'am Mary Grace Blase

We hope this letter finds you well. We are grade 12 students who are currently working
on a research project titled "Quantitative Study: Factors Influencing Consumer Trust In
Online Shops." as a requirement in one of our courses Practical Research 2. As part of this
study, we have developed a questionnaire aimed at gathering valuable insights into investigating
factors affecting consumer trust in online shops, particularly examining payment methods,
shipping, customer service, product listing, and reviews. It seeks to determine which e-commerce
platforms consumers trust most, including Shopee, Lazada, Facebook Marketplace, and others.
Additionally, the study aims to identify methods utilized by online consumers to assess the
trustworthiness of online shops. We are reaching out to you to kindly request your assistance in
validating the said instrument which is attached to this letter.
Your expertise would be instrumental in ensuring the accuracy, relevance, and
effectiveness of the questions included in the questionnaire. Your valuable input will contribute
significantly to the overall quality of the research findings.

Sincerely,
________________
John Ray Regalario

________________
Mark Laurice Batilo

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Pagbilao, Quezon, Philippine

APPENDIX F

PLAGIARISM

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Pagbilao, Quezon, Philippine

APPENDIX G

CURRICULUM VITAE

JOHN RAY A. REGALARIO

Sitio Marikit, Barangay Ikirin Pagbilao Quezon
09636747915
[email protected]

A.Personal Data
Date of Birth : October 3, 2003
Place of Birth : Pagbilao, Quezon
Age : 20
Civil Status : Single
Citizenship : Filipino
Father’s Name : Hermeniano Regalario Jr.
Mother’s Name : Juvelyn Aguila

B. Educational Attainment
Senior High School Present: Accountancy, Business and Management
Pagbilao Academy Inc.
Pagbilao, Quezon

Junior High School 2022 : Silangang Malicboy National High School

Pagbilao, Quezon

Elementary 2018 : Binahaan Integrated School

Pagbilao, Quezon

C.Organizational Affiliation

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Pagbilao, Quezon, Philippine

Silangang Malicboy National High School

Supreme Student Government 2019-2020 : President
SMNHS

Awards and Recognitions

With Highest Honor 2017-2020 : Silangang Malicboy National High School.
Pagbilao, Quezon
With Honor 2021-2022 : Pagbilao Academy Inc.
Pagbilao, Quezon
D.Character Reference
Grace Blasé SHS Adviser : Pagbilao Academy Inc.
Pagbilao, Quezon

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Pagbilao, Quezon, Philippine

MARK LAURICE P. BATILO

Alvarez Subdivision Brgy. Del Carmen Pagbilao Quezon
09702340331
[email protected]

E. Personal Data
Date of Birth : January 18, 2004
Place of Birth : Lucena City Quezon
Age : 20
Civil Status : Single
Citizenship : Filipino
Father’s Name :
Mother’s Name : Raquel P. Batilo

F. Educational Attainment
Senior High School Present: General Academic Strand
Pagbilao Academy Inc.
Pagbilao, Quezon

Junior High School 2022 : Pagbilao Academy Inc.

Pagbilao, Quezon

Elementary 2018 : Pagbilao Central Elementary School

Pagbilao, Quezon

G. Organizational Affiliation

Sci-Math Club 2019-2020 : Treasurer

Pagbilao Academy
Inc.
Awards and Recognitions
5th Honor 2017 : Pagbilao Central Elementary School
Pagbilao, Quezon
H. Character Reference

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Pagbilao, Quezon, Philippine

Mrs. Rowena R. Tinamisan SHS Adviser : Pagbilao Academy Inc.

Pagbilao, Quezon

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