Significance of the study

The study aims to determine the experiences of customers in shopping in Lazada as an online business.
The results of this study will benefit the following.

Consumers- Through this research, the consumers will be aware and will become wiser. They will be
aware of certain issues other consumers had encountered so that they can avoid it. They will also
become wiser online shoppers.

Businessmen- The researcher beleives that this research will help the businessmen to innovate and
improve and that they will gain helpful suggestions for their business to be more progressive and
customer oriented.

Online Shopping Site Developers- Using this study, online shopping site developers will be guided on how
to improve their site for the better use of the consumers.

Future Researchers- Using this study, the researchers wants the next generation researchers to realize
the importance of experiences as a basis on conducting their own research.

THEORY

Theory of Reasoned Action is a theory of persuasion that serves to understand an individual's voluntary
behavior.[2] The ideas found within the theory of reasoned action have to do with an individual's basic
motivation to perform an action. TORA says that a person's intention to perform a behavior is the main
predictor of whether or not they actually perform that behavior.[3] Additionally, the normative
component (social norms surrounding the act) also contributes to whether or not the person will
actually perform the behavior. According to the theory, intention to perform a certain behavior precedes
the actual behavior.[4] This intention is known as behavioral intention and comes as a result of a belief
that performing the behavior will lead to a specific outcome. Behavioral intention is important to the
theory because these intentions "are determined by attitudes to behaviors and subjective norms".
[5] The theory of reasoned action suggests that stronger intentions lead to increased effort to perform
the behavior, which also increases the likelihood for the behavior to be performed.

FactorsEdit

Behavioral intention is a function of both attitudes and subjective norms toward that behavior (also
known as the normative component). Attitudes being how strongly one holds the attitude toward the act
and subjective norms being the social norms associated with the act. The stronger the attitude and the
more positive the subjective norm, the higher the A-B relationship should be. However, the attitudes and
subjective norms are unlikely to be weighted equally in predicting behavior. Depending on the individual
and situation, these factors might have different impacts on behavioral intention, thus a weight is
associated with each of these factors.[6] A few studies have shown that direct prior experience with a
certain activity results in an increased weight on the attitude component of the behavior intention
function.[7]

FormulaEdit

In its simplest form, the TRA can be expressed as the following equation:

{\displaystyle BI{=}(AB)W_{1}+(SN)W_{2}\,\!}

where:

BI = behavioral intention(AB) = one's attitude toward performing the behaviorW = empirically derived
weightsSN = one's subjective norm related to performing the behavior[8]ConditionsEdit

The TORA theorists note that there are three conditions that can affect the relationship between
behavioral intention and behavior. The first condition is that "the measure of intention must correspond
with respect to their levels of specificity".[9] This means that to predict a specific behavior, the
behavioral intention must be equally specific. The second condition is that there must be "stability of
intentions between time of measurement and performance of behavior".[9] The intention must remain
the same between the time that it is given and the time that the behavior is performed. The third
condition is "the degree to which carrying out the intention is under the volitional control of the
individual".[9] The individual always has the control of whether or not to perform the behavior. These
conditions have to do with the transition from verbal responses to actual behavior.[9]

LimitationsEdit

The distinction between a goal intention and a behavioral intention concerns the capability to achieve
one's intention, which involves multiple variables thus creating great uncertainty. Azjen acknowledged
that "some behaviors are more likely to present problems of controls than others, but we can never be
absolutely certain that we will be in a position to carry out our intentions. Viewed in this light it becomes
clear that strictly speaking every intention is a goal whose attainment is subject to some degree of
uncertainty."[10][11]

Development and investigationEdit

In 1979, H. C. Triandis proposed expanding TORA to include more components. These factors were habit,
facilitating conditions, and affect. When a person performs a behavior in a routine manner they form a
habit. Facilitating conditions are conditions that make completion of an action more or less difficult. Both
of these conditions affect their behavior directly. On the other hand, affect is the emotional response a
person has towards a behavior and this emotional response only affects behavioral intention rather than
directly affecting behavior.[12] This expanded version of TORA has been used to study behaviors like
women's participation in mammography procedures.[13]

In 1985, Ajzen extended TORA to what he refers as the theory of planned behavior(TPB). This involves
the addition of one major predictor—perceived behavioral control. This addition was introduced to
account for times when people have the intention to conduct the behavior, but the actual behavior is
thwarted because of subjective and objective reasons.[11] In the theory of planned behavior, the
attitude, subjective norms, and behavioral control have "important although differently weighted effects
on a person's intention to behave".[6]

In spite of the improvement, it is suggested that TORA and TPB only provides an account of the
determinants of behavior when both motivation and opportunity to process information are high.
Further research demonstrating the casual relationships among the variables in TPB and any expansions
of it is clearly necessary.[14] The model also mentions little about the memory process.[15]

Applications of the theoryEdit

The theory of reasoned action has been used in many studies as a framework for examining specific
kinds of behavior such as communication behavior, consumer behavior and health behavior. Many
researchers use the theory to study behaviors that are associated with high risks and danger, as well as
deviant behavior. In contrast, some research has applied the theory to more normative and rational
types of action. Researchers Davies, Foxall, and Pallister suggest that the theory of reasoned action can
be tested if "behavior is measured objectively without drawing a connection to prior intention".
[16] Most studies, however, look at intention because of its central role in the theory.

Scope and Delimitation

The research study's respondents are the residents of Carolina, Naga City who has experienced shopping
in Lazada. Those in other baranggay in Naga City are not included in the research study.

The research study covers the experiences of the residents of Carolina, Naga city. It would be in terms of
convenience, trust, time and duration of delivery, product variety, and quality of products.