Chapter 2

REVIEW OF RELATED LITERATURE

This chapter presents various related studies and literature that explore the

correlation between students’ preferences toward traditional and online shopping, which

is the central focus of this study. Several studies and researchers are cited to provide a

foundation for the investigation.

Shopping preference is a key component of consumer behavior, reflecting

how individuals choose between different purchasing methods. The selection between

these methods reveals certain patterns in consumer preferences—especially among

adolescents who have been exposed early to multiple shopping options. Students must

allocate their time and set priorities, choosing either traditional shopping, which allows

direct product inspection and on-site purchase, or online shopping, which offers

accessibility and variety through digital platforms. Traditional shopping guarantees safety

and product quality assurance; however, it may be limited by store hours and location.

Conversely, online shopping is known for its convenience and wider selection but lacks

in-person product evaluation. Thus, each shopping method has its own advantages and

disadvantages.

In a global context, Gupta (2015) explored the differences between online

and offline shopping preferences through a case study conducted in Rourkela, Odisha.

The study found that women were more inclined toward online shopping than men, while

individuals aged 35 and above were less likely to shop online due to limited technological

awareness. It also highlighted that the majority of online shoppers were between the ages
of 18 and 25, with students and younger consumers forming the most active group of

digital buyers. The findings indicated that younger respondents were more inclined toward

online purchasing, and that age, gender, and digital familiarity significantly influenced

consumers’ shopping choices. Furthermore, the study established a correlation between

consumer preferences and specific demographic characteristics.

Similarly, Ferreira (2015) conducted a study in Portugal examining how

internet shopping behavior can be strategically integrated into traditional retail settings

through a smartphone shopping scenario. The findings revealed that many respondents

were willing to disclose their purchasing data in exchange for personalized shopping

experiences. This indicates that online engagement often precedes traditional

transactions in the modern marketplace. The study concluded that retailers must adapt

their strategies to align with this evolving consumer trend, particularly among

technologically competent younger consumers.

In addition, the study of Singhai & Walia (2022) examined the determinants

of trust in apparel shopping by conducting a comparative analysis of online and offline

channels in the Madhya Pradesh, India, districts of Damoh and Sagar. The findings

revealed that there is a positive correlation between transaction security, payment

simplicity, the quantity and quality of customer evaluations, and a simplified return policy

with online shopping. Conversely, offline consumers placed higher value on tangible

product quality and secure in-store transactions (n = 180, ages 15–45).

Moreover, in other regions of India, Hima Bindu (2020) conducted a

quantitative study to comprehend Generation Z’s online shopping habits using a

structured questionnaire. The findings revealed that Gen Z consumers placed a high
value on fast transactions, decision-making independence, and access to smart

technologies in their purchasing experience. Relevant insights indicated that Gen Z’s

technological proficiency shaped their shopping interests and preferences.

Finally, reinforcing these observations, the article “The Consumerism Trends

of Gen Z and Millennials: A New Era of Conscious Consumption” ([Link], 2023)

reported that online platforms, e-commerce websites, and social media have become

fundamental aspects of Gen Z and Millennials’ consumer journey. The article stated that

traditional retail approaches have shifted due to the convenience of internet shopping,

price comparison, and the availability of a wide range of products. This underscores the

growing influence of digital convenience on younger consumers’ shopping preferences.

In the Philippines, Millar, Rabano, & Rabina (2023) conducted a descriptive

survey among 40 respondents in Sariaya, Quezon, comparing satisfaction levels between

online and traditional shopping. The study revealed that product quality (M = 4.50 vs.

3.85; t = 3.61, p < 0.05) and return convenience (M = 4.55 vs. 3.60; t = 5.62, p < 0.05)

scored significantly higher in traditional shopping. Although differences were not

statistically significant, online shopping rated highly satisfying for convenience (M = 4.60),

variety (M = 4.50), and discounts (M = 4.40). These results indicate that while e-

commerce offers efficiency and choice, many Filipino consumers—especially younger

ones—still value the tangible assurance of physical stores.

Similarly, Sanchez et al. (2023), who conducted a study at Siena College,

Quezon City, involving senior high school students, revealed that the majority of the

respondents preferred online shopping due to wider product variety, promotional offers,

and convenience, while others still opted for traditional shopping. Interestingly, the study
noted no significant correlation between shopping preference and demographic variables

such as age and gender. This suggests that students’ shopping choices are shaped more

by lifestyle and accessibility rather than personal attributes, a pattern that may extend to

junior high school students in private institutions.

Furthermore, in a related study, Dela Cruz et al. (2023) assessed senior high

school students’ familiarity and knowledge about the various online shopping apps using

an in-person survey with questionnaires. The findings revealed that Shopee was the most

popular online shopping application, scoring highest with a weighted mean of 3.11,

followed by TikTok Shop at 3.03, and Lazada at 2.81. These findings suggest a possible

alignment between students’ preferences and the satisfaction they receive from these

online shopping apps.

Although digital platforms dominate in terms of app familiarity, traditional

shopping remains preferred in certain contexts. For instance, Alialy (2019) stated that

senior high students from Cavite National High School favored traditional shopping over

online shopping due to the ability to physically inspect products and the immediate

availability of items (n = 70).

In line with this, Francia (2018) emphasized that before making a purchase,

Filipino consumers prefer to inspect items personally and are highly mindful of shipping

fees and delivery time. They feel more confident when they can see the products before

payment, and being able to immediately take home the item provides them with peace of

mind. Additionally, many consumers were found to search for products online before

making in-store purchases. This highlights that consumers blend digital exploration and

physical assurance to satisfy their shopping experience.

buying behavior during the community quarantine period conducted by Abella et al.

(2021) highlighted the sudden shift in consumer behavior during and after the COVID-19

pandemic. Out of 543 randomly selected respondents, 59.5% increased their online

spending, while 20.4% reduced their online purchases, and 20.1% maintained the same

level of online expenditures. After the pandemic, 71.3% of respondents expected to

continue online shopping. This suggests that the sudden shift greatly impacted certain

shopping patterns that still influence the present time.

Likewise, it has been noted that Cebuanos often utilize rational thinking to

choose between traditional and online shopping (Consumer Behavior Lecture Notes –

Cebu Institute of Technology–University, 2024). Buying decisions are a crucial part of

everyday life. Consumers must set their priorities and choose what they think is best for

their needs. Rational thinking is often practiced in institutions, guiding younger consumers

in their consumer experience.

Consistent with this, Broce et al. (2024) reported that social media plays a

vital role in shaping the purchasing decisions of Grade 11 students at Cebu Doctor’s

University (CDU) through enhanced brand awareness and increased impulse-buying

behavior. Although students were aware of the persuasive effect of social media, many

had difficulties resisting its influence, suggesting that it led to constant and unplanned

shopping—whether traditional or online.

Similarly, a study from UP–Cebu Central Visayas Studies Center (2021)

explored the key drivers influencing customers' choices. The study revealed that

convenience, product availability, value of time, access to more information, and several
payment options were the most interlinked key influencers, suggesting that customer

motivation is influenced by a network of interconnected factors.

Finally, these local studies highlight how Cebuano consumers navigate both

traditional and online shopping. In particular, redevelopment efforts such as those in

Carbon Market aim to boost Cebu’s largest public market by enhancing facilities, safety,

and the overall shopping experience. Moreover, the showcase of modernity and lively

vendor presence continues to persevere (SunStar Cebu, 2024). While not an empirical

study, this article highlights the enduring importance of traditional marketplaces as

cultural and economic hubs amid the emergence of online shopping platforms.

In summary, while the reviewed literature addresses various factors, including

purchasing behavior, app familiarity, and social media influence, these factors mainly

serve to contextualize the present study’s focus on shopping preference. Notably, most

of the existing studies were conducted among senior high school or college students,

leaving an evident gap in understanding the shopping preferences of junior high school

students. This gap underscores the need for the present study, which specifically aims to

explore how junior high students navigate between traditional and online shopping

platforms.