De La Salle University - Dasmariñas

SENIOR HIGH SCHOOL

ONLINE SHOPPING: DE LA SALLE UNIVER]]];SITY – DASMARIÑAS

SENIOR HIGH SCHOOL GRADE 11 ABM STUDENTS’ LEVEL OF
SATISFACTION

A Research Presented to the

Faculty of De La Salle University – Dasmariñas

Senior High School Department

City of Dasmarinas, Cavite

In Partial Fulfilment of the

Requirements in Practical Research 1

Submitted by:

Bolanio, Lovely P.

Carbo, Marjorie Anne D.

Navarro, Angelycka Florhenz B.

Perez, Angela Olga P.

Valencia, Kelsey Shane B.

January 2019
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

APPROVAL SHEET

This research paper entitled Online Shopping: De La Salle

University – Dasmarinas Senior High School Grade 11 ABM Student’s

Level of Satisfaction prepared and submitted by Bolanio, Lovely P.,

Carbo, Marjorie Anne D., Navarro, Angelycka Florhenz B., Perez, Angela

Olga P., and Valencia, Kelsey Shane B. (ABM 11) in partial fulfilment of the

requirements for Practical Research 1, has been examined and is

recommended for acceptance and approval for final paper presentation.

Mr. Francis Oliver Balsamo

Research Adviser
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

ONLINE SHOPPING: DE LA SALLE UNIVERSITY – DASMARIÑAS

SENIOR HIGH SCHOOL GRADE 11 ABM STUDENTS’ LEVEL OF
SATISFACTION

Bolanio, Lovely B., Carbo, Marjorie Anne D., Navarro, Angelycka Florhenz B.,

Perez, Angela Olga P., Valencia, Kelsey Shane B.

ABM 11

Research Adviser: Mr. Francis Oliver Balsamo

PR1 Teacher: Dr. Kristine Patinga

ABSTRACT

Online shopping is a modern practice where people directly buy

goods over the internet with the use of new technologies. With the drastic

increase of technology usage and internet access, online shopping is

becoming one of the most popular ways of shopping goods and services.

Online shopping is one of the benefits consumers can take advantage of in

the modernization of the environment. The main objective of this study is to

examine the level of satisfaction of the consumers in online shopping. The

researchers have decided to use a survey research design because it is the

best method to answer the queries and serve the purpose of the study.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

The results of the survey were drawn computing the weighted mean. It is

shown in the results that the online consumers are satisfied with the

products and other services that online shopping provides. However, the

time gap upon the delivery of the product, customer’s identity safety, and

complexity of the mechanics in online shopping have important directional

effects on the relationship with the online consumers’ level of satisfaction.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Introduction

The Internet is changing the way consumers shop for goods and

services and has rapidly evolved into a global event. People find it difficult

to travel into actual stores today. They opt to shop online for their

convenience, unless they travel for bonding or leisure purposes of their

family. The internet had also become a huge platform for advertising and

influencing commercial products and other activities. According to Rolf

Weiber and Tobias Kollmann (1998), the internet is becoming one of the

most frequently used platforms for advertising, shopping, and commercial

activities. Hsieh at al. (2013) stated that as compared to the past, the

internet had impacted and carries a huge role into the influence of people's

daily life.

Billions of people use the internet, therefore a huge number of people

practice online shopping. The statistics of the number of people that practice

online shopping may vary per country but, there is a similar idea that it gives

huge benefits to each of their own economy, more specially to the online

shopping platform which is being used. Lastly, it benefits online shopping

industry. According to BGC Report (2012) the prediction of the count of the

internet users globally is three billion, including almost half of the world's
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

population. $4.2 trillion will be reached by the internet economy in the G-20

economics. If the internet economy would be a national economy, it would

overpower the economy of USA, India, and Germany, being in the world's

top five. As for a lot of things, there is a step by step process. It is the same

with online shopping. There is more to these steps as to ensure the safety

of the people and most specially their level of satisfaction upon using the

internet for buying goods. There may still be several setbacks and

miscalculations for the online shopping industry as fraud and glitches still

exist. According to Kotler (2003), a common trend that is developing in an

amazing speed the recent years is known as the e-commerce, but

according to E-commerce Europe (2013), an existing argument states that

everything has two sides. GrenFell also stated that bad online shopping

experiences for customers is because of several issues existing in today's

e-commerce.

To ensure security and credibility of the online shopping platform to

be used by the customer, one must always check first the background and

the history of the online shop. Online shopping platforms provide essential

space for their customer’s feedback. Anyone can use it as a basis of

credibility if the online shop is legitimate or not. People should also consider

the frequency of customer’s visit and actual purchase on an online shop.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

People who advertise the online shop should also be taken into

consideration such as the ambassadors, social media influencer, and

commercial artists that encourage people to buy from an online store to be

in sync with the trend and the community’s bandwagon. According to

Anthony Miyzaki (2001), findings provide hypothesized explanations that

there are factors with relationships of among consumers and the level of

internet experience. The consumers who are not first timers with different

kinds of frauds tend to explore different remote purchasing methods such

as telephone or mail-order shopping. The interpreted risks within online

shopping, and online purchasing activities which draws effects for the online

commerce and consumers’ welfare and security should be discussed.

Online shopping is a modern practice where people directly buy

goods and services over the internet with the use of new technologies.

There are different platforms for online shopping, which includes online

shop, websites, built online shop on applications, and an actual application

shop. With the drastic increase of technology usage and internet access,

online shopping is becoming one of the most popular ways of shopping.

Online shopping is one of the benefits people can take advantage in the

modernization of the environment. This research will emphasize on the

Grade 11 ABM students’ level of satisfaction by conducting a survey to be

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

accomplished by a sample population. The conduction of this research will

exhibit different factors that lead to the customer’s level of satisfaction upon

using the internet to practice online shopping.

Conceptual Framework

The diagram below shows the research paradigm of the customers’

level of satisfaction after online shopping.

Online Shopping Customers’ Level of

Factors Satisfaction

There are different factors that can affect the customers’ level of

satisfaction. For instance, the online shopping platform, customer service,

customer security, equivalent time of delivery, and quality of product.

Online shopping is a way to purchase various products and services

online. The most common advantage of this practice is the convenience

that it offers to everyone. The customers’ level of satisfaction is an

important factor for every business, having a high customer satisfaction

has many benefits for the firm.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Statement of The Problem

The internet has transformed the way people live their daily lives. It

also makes lives more accessible to acquire goods and services, and make

things less inconvenient. It’s more attainable to buy things through the

internet because the customer is not only being frugal but also time saving.

But do these products truly satisfy the customers and get the worth of what

is paid for? In response to this problem, the study proposes to investigate

the customers’ level of satisfaction upon online shopping. The researchers

ought to measure the customers’ level of satisfaction by conducting a

survey. This study is a qualitative research on Grade 11 ABM students of

De La Salle University – Dasmarinas Senior High School.

This study aims to answer the following questions:

1. Why do the respondents shop online?

2. What is the level of satisfaction of the respondents?

3. What are the factors that affect the respondents’ level of satisfaction?
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Scope and Limitation

The scope of this study is to find out whether the people who are

buying from online shops are satisfied and if it is convenient. The

researchers aim to determine if online shopping is better than doing

shopping in a physical store. The target population of this study are the

grade 11 ABM students of De La Salle University – Dasmariñas Senior High

School.

This study is limited to the results from the data gathered by

conducting a survey and computing the weighted mean. And limited still,

only to grade 11 ABM students of De La Salle University - Dasmariñas. The

sample population that will be randomly picked out from each section will

be consisted of ten students who will be the respondents of the survey.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Significance of The Study

The generalization of this study would be a great contribution to the

vast knowledge of the level of satisfaction of the customers in online

shopping. The results would be highly beneficial to the following:

Consumers. The consumers will be able to determine which are the

factors of online shopping that affects ones’ decision upon purchasing a

product, thus benefiting from the study.

Online Sellers. Online shops and sellers will be able to come up with

more effective operating and marketing strategy after determining the

factors that affect consumers' decisions upon purchasing goods and

services.

Online Shopping Industry. It will be beneficial for the whole online

shopping community for it will help address the causes of dissatisfaction

among consumers as well as determining the factors that lead to the

customers' satisfaction.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Methodology

The researchers have decided to conduct an online survey. It will

take place in an online platform, namely the Google Forms. As the research

will be about online shopping, the researchers have considered that the

survey should appropriately be done online as well. Google Forms is a

reliable tool for making surveys and provides a fast and efficient way of

analyzing data. The surveys will be handed out by means of social media.

The target population of the study are the grade 11 ABM students of De La

Salle University Dasmarinas – Senior High School. From then, the

researchers will carry out a random sample population which will be the

representatives to accomplish the survey. Assuming that there are forty

students in all six sections of the Grade 11 of the ABM strand, there will be

a total of two hundred and forty students as the target population. The

researchers will only pick a random of ten students from each section so

there will be a total of sixty students that will represent as the sample

population. The researchers have decided to conduct an online survey as

a tool to collect data from the sample population. The said survey will be

done online via Google Forms. And the analysis of data will be done by the

researchers by computing the weighted mean from the gathered data using

the survey.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

This chapter contains the research design, research setting,

research procedure, data gathering and statistical analysis.

Research Design

This research is a qualitative research to primarily explore the ABM

students of De La Salle University Dasmarinas – Senior High School’s level

of satisfaction upon online shopping. The researchers have decided to use

a survey research design because it is the most appropriate in answering

the research questions fittingly, and it is useful in accommodating and

classifying the characteristics of a large population. It is also the best

method to answer the main problem or question to serve the purpose of the

study.

A survey research means having a target population and from it,

carrying out a simple random sample which will be a group of people

randomly selected to be studied by the researchers using a data gathering

tool. The sample population will be studied by collecting and analyzing data,

by conducting a survey. The questionnaire that will be used is based from

previous studies to infuse validation. Pinsonneault and Kraemer (1993)

defined a survey as a “means for gathering information about the

characteristics, actions, or opinions of a large group of people”. Surveys

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

can also be used to assess needs, evaluate demand, and examine impact

(Salant & Dillman, 1994). The term ‘survey instrument’ is often used to

distinguish the survey tool from the survey research that it is designed to

support.

There will be a total of two hundred and thirty-five target population,

in sum of approximately forty ABM students from six sections of the De La

Salle University Dasmarinas – Senior High School Department. The group

sample will be consisted of ten students from each section, having a total

of sixty students that will be chosen to be the representatives to accomplish

the survey.

Research Procedure

The step by step process made by the researchers of this study in

conducting the survey is as follows:

Step 1. Decide on a target population:

In able to conduct a survey, it must have respondents. The target

population will serve as the total number of people who has the potential to

accomplish the survey.

Step 2. Carry out group samples from the target population:

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

From the target population, the researchers will draw out random

groups of people who will accomplish the survey. The group samples or

sample population will serve as the representatives of the target population.

Step 3. Decide on a survey approach:

The researchers will decide their approach on how the survey will be

done. The options are printed survey, online survey, and interviews. On this

study the researchers have chosen to conduct an online survey.

Step 4. Prepare a questionnaire:

The researchers must know which questions should be asked from

the sample population that would serve the purpose of the study. And said

questions should be included in the questionnaire.

Step 5. Adapt a questionnaire:

In order to go through with a survey, one must have the validation of

the person in authority. If the questions are made solely by the researchers,

it must be validated before conduction. However, if the questions are gotten

from another related survey, it should be cited.

Step 6. Gather data using the questionnaire:

Collect data by means of the survey.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Step 7. Analyze the results:

After completion of the collection of data, do an analysis by using

different measuring tools that will derive the statistical results from the

gathered data.

Step 8. Draw a conclusion:

The researchers are going to make paragraphs that will summarize

the statistical results from the gathered data and what it means and its effect

on the purpose of the study.

Step 9. Get feedbacks and recommendations

Doing research and conducting a survey is not enough to prove the

impact and relevance of the purpose of the study. The researchers must get

feedbacks and recommendations to further improve the content of the

study.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Research Setting

The study will take place in De La Salle University – Dasmarinas

Senior High School, of the grade 11 students in the ABM strand. While the

survey will be done online via Google Forms, and it will be handed out to

the sample population by means of social media.

Data Gathering and Statistical Analysis

The researchers will gather data by sending the questionnaires via

Google Forms to the sample population. The survey ought to question the

following factors that lead to the grade 11 ABM students’ level of

satisfaction.

Upon accomplishment of the said survey, the researchers are going

to analyze the collected data by computing the weighted mean. It will show

a statistical analysis that is relevant to what the research and the

researchers need in able to prove the purpose of the study.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Results and Discussion

The statistical results drawn by computing the weighted mean from

the gathered data using the survey are the following:

The researchers used a “4 – Point Likert Scale” to determine in which

level of satisfaction does the value of computed weighted mean belongs to.

Point Scale:

1 – Very Satisfied 1 – 1.75

2 – Satisfied 1.76 – 2.50

3 – Poorly Satisfied 2.51 – 3.25

4 – Not Satisfied 3.26 – 4

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Table 1
QUESTIONS WEIGHTED VERBAL
MEAN DESCRIPTION

1. The time gap upon the delivery of 1.93 Satisfied

the product.

2. The security of customer’s identity 1.85 Satisfied

safety and valuable information.

3. The convenience of online shopping 1.63 Very Satisfied

compared to traditional shopping.

4. The quality of the product offered by 1.82 Satisfied

online shop/seller.

5. The corresponding price of products 1.68 Very Satisfied

from an online shop/seller.

6. The difficulty and complexity of the 1.92 Satisfied

mechanics of online shopping.

7. The accuracy of the information and 1.80 Satisfied

visuals of the product.

8. The variety of selection/options of 1.55 Very Satisfied

products in an online shop.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Discussion

This chapter shows different studies that supports the computed and

represented weighted mean shown from Table 1.

1. According to Bhatia, A. (2018), In terms of the time gap upon the

delivery of the product the respondents are satisfied because delivery

speed is a very major part and if the delivery is fast and has proper

packaging, the consumer will be satisfied and will lead the seller to having

more customers.

2. One of the fundamental concerns of decision making for purchase

is the consumer’s information security and privacy for online shopping, as

stated by Tsai, Y. and Yeh, J. (2010). In term of the risk of one’s identity

safety and valuable information, the respondents are satisfied because the

study showed that the risk of information security and privacy of one’s

identity on a website is strongly related to purchase intention of the

consumers.

3. According to Gramigna, K. (2017), In terms of the convenience of

online shopping compared to traditional shopping, the respondents are very

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

satisfied because in the first quarter of 2014, out of 100 percent there are

75 percent of shoppers over an age of 15 bought something through online.

4. According to Dr. Gnanandhas E. Ph. D., (2014). In terms of the

quality of product offered by online shop/seller, the respondents are

satisfied because the variety of an online shopping sites are a wide variation

of both high quality to mid quality of goods.

5. According to Gupta, P. (2015). In terms of the corresponding price

of products from an online shop/seller the respondents are very satisfied

because online shopping stores don’t have to bear expenses like store

rents, electric bill, and, etc. The seller or online shop can give the price

directly to the consumers and offer a lower price compare to an offline

shopping store.

6. According to Gnanadhas, E. Ph. D., (2014). In terms of the

difficulty and complexity of the mechanics of online shopping the

respondents are satisfied because the consumer finds more easier to shop

in an e-retail because of the difficulty in getting to a traditional store. There

are also factors that can affect the consumers shopping in traditional stores
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

such as increasing gas prices, hassles in crowded shopping malls and other

traditional stores to contribute to the engrossment in online shopping.

7. According to Flavian, C., Gurrea, R., and Orus, C. (2010). In terms

of accuracy of the information and visuals of the product the respondents

are satisfied because of the online product presentation contributes a key

challenge for online sellers, marketers and designer who want to please the

consumers’ needs. The recognition and knowledge about the product a

visual and textual product information.

8. According to Gupta, P. (2015). In terms of variety of

selection/options of products in an online shop the respondents are very

satisfied because 60.70% of the consumers believe that online shopping is

just a click and the consumers can explore and see more items/goods and

get more variety of goods compared to an offline or traditional shopping.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Conclusion

The salient findings of the study in accordance with the statement of

the problem are as follows:

1. Why do the respondents shop online?

It is more attainable to buy things online because it is more

convenient, and people find it difficult to travel into actual stores today. It

was determined through the survey that the reasons on why people shop

online is because of the convenience of online shopping, the corresponding

price of products in which some products are cheaper, and the variety of

selection or options of products from an online shop.

2. What is the level of satisfaction of the respondents?

Upon the analysis of data and computing the weighted mean, the

results shows that the customers are ‘satisfied’ with online shopping. There

are five out of eight factors which are laid in the survey that showed the level

of satisfaction of the customers which is level number two that stands for

‘satisfied’. And three out of eight factors showed that the customers are

‘very satisfied’ with online shopping. Only a few number of respondents who

are poorly and dissatisfied with only online shopping.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

3. What are the factors that interfere with the respondents’ level of

satisfaction?

There are numbers of factors that hinder the customers’ level of

satisfaction to be fulfilled in its highest extent. Namely, the time gap upon

the delivery of the product, the risks of one’s identity safety and valuable

information, and the difficulty and the complexity of the mechanics of online

shopping.

It was determined that majority of the respondents are very satisfied

with the practice of online shopping, specially when it comes to the aspects

of the convenience it gives to the customers as an alternative to traditional

shopping, the corresponding price that comes with the products from an

online shop, and the wide selection or variety of options that an online shop

or seller offers. Second to this is the level number two which stands for

‘satisfied’. It correlates with the first level of satisfaction of the customers

from the other factors that are laid out in the survey. There are five out of

eight factors where customers are said to be only ‘satisfied’ with online

shopping. And very few of the respondents are poorly or not satisfied with

online shopping.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

Recommendations

1. For item no. 8 on the survey which pertains to the variety of

selection/options of products in an online shop, the researchers recommend

to continue putting vast selections of products shown in an online shop. The

researchers also recommend to further improve the selections by adding

more unique characteristics to the product, for instance, considering the

feedbacks of a customer from the first release of a certain product, do an

upgrade to the quality and appearance of the product, or by having a promo

or additional freebies for the product.

2. For item no. 7 on the survey which pertains to the convenience

brought to the customers by online shopping instead of traditional shopping,

the researchers recommend to continue offering customers reasons to

perceive online shopping as a truly convenient practice. Also, think of new

ways to give convenience to the customers, for instance, shortening the

order process, give automatic price comparisons, and other more.

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

3. For item no. 5 on the survey which pertains to the corresponding

price of the products offered from an online shop, the researchers

recommend to continue offering cheap deals to the customers. Also, indulge

the customers with promo, and limited or collector’s edition products.

Though most important factor of a product is it’s quality despite the low

price, the researchers also recommend to advertise the products to be

worth it by taking advantage of social media.

4. For item no. 1 on the survey which pertains to the equivalent time

of the delivery of a product, the researchers recommend clear and accurate

tracking online can help save a lot of wasted time and reduce pressure on

the retailers. Also, provide informative and proactive communication,

namely text, call or email updates.

5. For item no. 2 on the survey which pertains to the risk of having

the customer’s personal information stolen, the researchers recommend to

keep information safe by securing it from leaks and hackers, and by having

offering backups, sellers should prioritize the customers feel safe with every

transaction.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

6. For item no. 6 on the survey which pertains to the difficulty or

complexity of the process and mechanics of online shopping, the

researchers recommend providing attractive graphics, features, navigation,

and user friendly sites so as to make it more convenient for the customers.
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

References

BCG/Boston Consulting Group. (2013). The Connected World Internet

Economy in the G-20 World The $4.2 Trillion Growth Opportunity.

Retrieved from: https://www.bcg.com/documents/file100409.pdf.

Bhatia, A. (2018). How your delivery speed can impact your customer

satisfaction?. Retrieved from:

https://medium.com/@7aarushibhatia7/how-your-delivery-speed-

can-impact-your-customer-satisfaction-4d0145f84355

E‐commerce Europe. (2013). Facts & Figures. Retrieved from:

http://www.ecommerce-‐europe.eu/facts-‐figures

Flavian, C., Gurrea, R., and Orus, C. (2010). Effects of visual and textual

information in online product presentations: Looking for the best

combination in website design. Retrieved from:

https://www.researchgate.net/publication/45677674_Effects_of_vis

ual_and_textual_information_in_online_product_presentations_Loo

king_for_the_best_combination_in_website_design

Gnanadhas, E. (2014). Online Shopping: An Overview. Retrieved from:

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

https://www.researchgate.net/publication/264556861_Online_Shop

ping_-_An_Overview

Gramigna, K. (2017). Retail or E-tail? Buying Online Vs. Buying in Person.

Retrieved from: https://www.business.com/articles/retail-or-e-tail-

buying-online-vs-buying-in-person/

GrenFell. (n.d.). The Pros and Cons of Shopping Online. Retrieved from:

http://www.grenfell.org.au/gic/tech_tips/028_shopping_local.pdf

Gupta, P. (2015). Comparative Study of Online and Offline Shopping: A

Case Study of Rourkela in Odisha. Retrieved from:

http://ethesis.nitrkl.ac.in/6738/1/Comparative__Gupta_2015.pdf

Hsieh., et al. (2013). Online Shopping – A Literature Review. Retrieved

from: https://www.ijrra.net/NCITCSE2015/NCITCSE36.pdf

Kotler, P. (2000). “Marketing Management”. 11th edition, Prentice-Hall

International Editions, Englewood Cliffs, New Jersey, 2000.

Retrieved from:
 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

https://www.perspectiva.md/ro/files/biblioteca/Kotler-

Marketing%20Management%20Millenium%20Edition.pdf

Miyazaki, A. (2001). Consumer Perceptions of Privacy and Security Risks

for Online Shopping. Retrieved from:

https://www.researchgate.net/publication/227629661_Consumer_P

erceptions_of_Privacy_and_Security_Risks_for_Online_Shopping

Pinsonneault, A., & Kraemer, K. L. (1993). Survey research methodology

in management information systems: An assessment. Journal of

Management Information Systems, 10,75-105. Retrieved from:

https://www.mitre.org/sites/default/files/pdf/05_0638.pdf

Salant, P., & Dillman, D. A. (1994). How to conduct your own survey. New

York: John Wiley and Sons. Retrieved from:

https://www.mitre.org/sites/default/files/pdf/05_0638.pdf

Tsai, Y. and Yeh, J. (2010). Perceived risk of information security and

 De La Salle University - Dasmariñas
SENIOR HIGH SCHOOL

privacy in online shopping: A study of environmentally sustainable

products. Retrieved from:

https://pdfs.semanticscholar.org/6aac/c4304ba6ac6e97bb68515fa3

ba5ce37f79cd.pdf

Weiber, R. & Kollmann, T. (1998). "Competitive advantages in virtual

markets ‐ perspectives of “information‐based marketing” in

cyberspace". European Journal of Marketing, Vol. 32 Issue: 7/8,

pp.603-615. Retrieved from:

https://doi.org/10.1108/03090569810224010