BEHIND THE SCENE: UNVEILING THE LIVED EXPERIENCES OF

ONLINE SELLER

A Research Study
Presented to
the Faculty of
Doña Francisca Lacsamana de Ortega
Memorial National High School
San Blas, Bangar, La Union

In Partial Fulfillment
of the Requirements for Practical Research I
(Qualitative Research)
Academic Track
Accountancy, Business, and Management Strand

Olpindo, Joyce C.
Martos, Mishanllae T.
Fernandez, Dinia Rose L.
Sibayan, Jolie Femme H.
Cantos, Mariel Y.
Sabado, Arianne Yvon P.
Calara, Ahlen A.
Marcelo, Angelica M.
Somera, Annabell M.

April 2023
 CHAPTER I

Background of the Study

In the emergence of the pandemic, COVID-19 has grown to be a

major concern around the globe. The COVID-19 pandemic's effects on

society and the economy be extensive and destructive to everyone. Every

country in this more connected globe will be affected by the destruction

brought on by the pandemic. After the lockdown, businesses and sectors

started having issues, notably with the issue of individuals being

disconnected when they returned to their towns. In connection to this,

many online businesses emerged to sustain their daily needs. Small

businesses are the backbone of every economy, and with COVID-19

affecting economies all over the world, it is more important than ever to

protect them (Engidaw, 2022). In fact, according to Tran (2021), Covid-

19 has altered the corporate landscape because managers are now

forced to handle online supply because there is less in-person

interaction.

Online selling is a type of electronic commerce that enables a seller

to deal with a customer directly over the internet using a web browser to

offer goods or services. Online selling has become prevalent source of

income for many individuals around the world. The expansion of e-

commerce platforms and social media has made it easier for anyone to

start their online selling business. However, despite its accessibility and
convenience, online selling comes with its own set of challenges. Carter

(2020), emphasized that these obstacles and issues include data

security, customer loyalty, unexpected price hikes, economic

uncertainty, stock outs, inventory overload, search engine optimization

(SEO) mastery, returns, refunds, and fulfilment. The top three concerns

for e-commerce business owners, as stated by Jennifer (2019), are cyber

security, competition, and order fulfillment. Furthermore, she said that

return and refund policies and order fulfillment play a significant role

and are frequently issues faced by owners of e-commerce businesses.

Additionally, business owners and entrepreneurs are much more likely to

experience sadness and anxiety than people in more conventional jobs. A

lot of stress and difficulties come with starting and maintaining a

business (Webgility, 2020).

Chizoba Morah (2021) claimed that internet purchasing and selling

have taken on significant importance in many people's life, offering a

more practical and convenient way to purchase goods and services.

People can buy at virtual stores in the convenience of their homes

without feeling the pressure of a salesperson. Internet marketplaces offer

a fresh and more practical setting for the exchange of nearly all

commodities and services. Online incomes have won reputations among

each corporations and clients as an extra low-priced and sensible

approach of shopping. The online seller market in Asia has been

expanding quickly, especially in nations like China, India, and the

Philippines. E-commerce has grown significantly in China, with

platforms like Alibaba and JD.com dominating the sector (Chen et al.,

2020). Online vendors, who utilize these platforms to offer a variety of

goods from electronics to apparel and cosmetics, have emerged as a

result of the growth of e-commerce. According to Aaron Smith (2016), an

online sale encompasses a variety of categories, including the selling of

used or second-hand goods, handmade items, and consumer goods.

According to Nolasco et al., the statements highlighted that online

retailing may be a profitable and enjoyable side business. Since social

media has evolved into the new platform, tools, and technology for any

business to succeed. As such, this provides a possibility for sellers to

earn from online selling.

Despite the benefits of online sales, there are also challenges

encountered by sellers. One study by Austria (2020), when customers'

expectations are not satisfied, they become rude to internet retailers.

Aside from these concerns, internet connections impede online vendors'

business. Austria (2020), also listed the ten factors for the Philippines'

low connection. Given these challenges on the internet, one thing is

evident from this perspective: it makes it difficult for online vendors to

contact their clients. Although internet selling provides enormous

opportunities for organizations, online sellers face a variety of concerns

and challenges. Other studies have focused on the impact of online

reviews on online seller reputation. However, there is still a gap in the

literature regarding the lived experiences of online sellers in terms of how

they manage their business, build relationship with customers, and

navigate the online selling landscape.

Social media sites such as Facebook, Tiktok, Instagram, and many

more became the new business platforms that these are widely used by

many Filipinos which began in the presence of the pandemic. The

advantages of these digital platforms, such as accessibility, low cost, and

quick spread, have led to economic liquification and increased the idea of

sidedness in markets and platforms (Hofacker & Belanche, 2016).

Platforms are defined as sets of online digital arrangements that use

algorithms to organize business conduct (Kenney & Zysman, 2016).

These platforms enjoy two primary advantages: economies of scale and

network effects. Economies of scale refer to declining average costs as

the number of platform users increases, while network effects allow

platforms to attract more users as more buyers and sellers join.

However, there may be potential negative externalities associated with

these benefits, such as market concentration, reduced competition, and

exacerbation of existing inequalities and power imbalances. Therefore,

further research is needed to investigate these downsides and inform

policy and regulatory frameworks aimed at promoting a more equitable

and sustainable digital economy.

 This type of online shopping allows merchants to showcase their

products through live video streaming, and customers can purchase

items in real-time, often with special promotions or discounts. However,

there are several problems associated with live selling on different social

media sites (e.g. merchants may not have clear policies for returns or

refunds, leaving buyers with little reccourse if they are unsatisfied with

their purchase according to Nguyen et al., 2021).

The business model known as business-to-consumer (B2C), in

which individuals profit by using internet technology to buy and sell

goods electronically, is made possible by online sales (Masoud, 2013).

This model foster and became rampant in the 21 st century, thus many

applications are built such as Amazon, EBay, etc. On the slums of the

Philippines, being one of the most affected countries, online business

owners also emerged. Barriero (2020) claims that in order to meet their

needs, Filipinos were compelled to engage in e-commerce activities like

online buying and selling. Online vendors and business owners rise as

online selling becomes the "new normal" for shopping during a pandemic

(Arreola, 2020). According to the International Trade Administration, the

majority of Filipinos use the internet through their mobile phones, which

offers affordable, dependable access, and retailers use online payment as

a practical purchasing method. Despite the fact that it can be very

difficult to encounter and deal with throughout, some market mall

owners are still dealing with it this period of epidemic. It has been
highlighted that businesses in this area will naturally enjoy an increase

in demand (Atienza et al., 2021). But Kuss and Griffiths (2017) found

that excessive internet use can lead to addiction and negative outcomes

such as anxiety and depression.

Live selling has become a popular trend in Philippines, with many

sellers utilizing Facebook Live to market products and interact with

potential customers. However, this practice has also raised concerns

about the safety of buyers and the lack of regulation for sellers. In a

report, it was revealed that many sellers in La Union are selling

counterfeit goods such as make up, clothes, and bags. These fake

products are often passed off as authentic, and buyers may not be aware

of the risks associated with using them. Another issue is many buyers

may not have any recourse if they receive defective or fraudulent

products, or if sellers fail to deliver item as promised. Technology has

changed the way people shop. Customers are also experiencing

difficulties when buying online. As a result, the researchers aimed to fill

this gap; specifically, this study intends to discover the experiences,

challenges, and how online business owners cope with these difficulties

Nagaraj (2018).

Hence, the emergence of the COVID-19 pandemic has led to the

growth of online businesses, including online selling, which has become

a prevalent source of income for many people. However, online selling

comes with its own set of challenges, including increasing competition,

difficulty in acquiring new customers, and maintaining customer loyalty.

Online sellers also face mental health problems due to long working

hours, unfavorable cash flow, and low customer satisfaction. The

literature still lacks research on the lived experiences of online sellers in

managing their business, building relationships with customers, and

navigating the online selling landscape.

Review of Related Literature

To conduct this review of the literature, we have sourced information

from the domain of business innovation studies. The search for relevant

literature was conducted using targeted keywords, such as daily

practices and routines, motivating factors, challenges, and strategies,

pertaining to the management of online businesses by sellers.

Daily practices and routines of online sellers

The fear of COVID-19 has forced people to stay inside their homes,

leading to a surge in online selling. Chaudhury (2020) notes this trend

and explains how it has contributed to the growth of online stores. In the

Philippines, online selling has become an attractive option for individuals

seeking to earn extra income. Soledad (2023) highlights the simplicity of

online selling as a sideline job that can help boost one's budget. As more

people turn to online shopping, retailers and sellers are following suit by

moving to online platforms. Ledesma (2020) observes that this shift has
enabled them to not only survive but also thrive during the pandemic.

Wang et al. (2019) conducted a survey of 300 online sellers in China and

found that daily practices such as product listing, order management,

customer communication, and performance analysis are crucial for

managing an online business effectively.

Effective time management is essential for work performance, and

Wade (2020) asserts that it can be achieved through proper planning and

goal setting. Additionally, customer satisfaction is a critical aspect of

online selling, and the American Society for Quality (2021) emphasizes

its importance. Online sellers often face challenges such as bogus buyers

or "joy reservers" that can be stressful and impact their business's trust

among customers. Cruz et al. (2022) suggest that ignoring these

challenges and focusing on potential customers can help mitigate the

stress. Liu et al. (2021) highlight the various daily practices that online

sellers engage in, such as managing inventory, responding to customer

inquiries, and processing orders. They found that effective inventory

management and customer service are crucial for maintaining a

successful online business.

Motivating Factors

Online sellers face numerous challenges in managing their

businesses. However, the COVID-19 pandemic has motivated many

entrepreneurs to start online businesses as a means of making more

money than they would have earned through traditional employment.

According to Pickard (2020), the pandemic resulted in high levels of

unemployment, which fueled fear among people. To overcome these

challenges, online sellers are motivated to work hard to make money and

survive the pandemic.

Flexibility and work-life balance are essential motivators for online

sellers. Ayeh et al. (2013) conducted a study that found that the

flexibility of online selling allows individuals to balance their work and

personal lives more effectively. Despite their promotional activities,

online sellers are often unaware of the buyers' motivations that drive

repeat purchases (Parguel et al., 2017). To cope with withdrawal

motivation, online sellers manage their stress by avoiding dwelling on

problems, being aware of their customers, monitoring their expenses,

responsibilities, and goals, and watching vlogs to become re-motivated

(Cruz et al., 2022).

Financial gain is the most common motivation for online sellers in

the Philippines. Andam, Dela Cruz, and Morales (2018) conducted a

study that found that 70% of online sellers in the Philippines were

motivated by the financial benefits of online selling. Online selling

provides an opportunity for Filipinos to earn extra income or even start

their own businesses without the need for large capital investments.

Personal fulfillment is also a motivation for online sellers. Online selling

allows sellers to pursue their passions and interests and turn them into

profitable businesses. Cruz & Alvarez (2016) found that 35% of online

sellers in the Philippines were motivated by the personal fulfillment that

online selling provides.

Challenges of online sellers

The rise of e-commerce has presented several challenges for online

sellers and business owners. The implications of cross-border trade have

raised concerns about tax collection and international trade regulations

(Jeet-Singh, & Banga, 2018). Moreover, the introduction of digital

technology and online trade has disrupted existing industries, creating

challenges for those who want to enter the market (Jeet-Singh, & Banga,

2018).

Managing an online business daily is no easy feat, and online

sellers face challenges in maintaining work-life balance, particularly as

they work from home and juggle household responsibilities (Cruz et al.,

2022). They also face hurdles in selecting the right products to sell

online. Research suggests that product selection is crucial for online

sellers as it affects their success and profitability (Kwak et al., 2014).

Furthermore, pricing strategy is also a challenging task due to the

dynamic nature of online markets (Mansouri et al., 2013). Effective

inventory management is essential for meeting customer demand while

balancing the costs of holding inventory against the risks of stock outs

(Jung and Lee, 2015).

Apart from these operational challenges, business owners also face

obstacles such as client dependence, money management, weariness,

founder dependence, and balancing quality and growth (Beattie, 2021).

Stress is a significant factor affecting mental health, and it can be

exacerbated by poor internet connections that harm business owners

who rely heavily on the internet (Quicktech, 2019). The lack of resources

and a workforce can also hinder the potential growth of online sellers,

particularly during the pandemic (Reyes, 2019).

Social media campaigns can extend beyond customer engagement

and be used in sales, human resources, product development, and

market research. Successful campaigns have been launched in different

departments (Beese, 2016). However, while the internet is littered with

success stories, many social media challenges still need to be addressed.

In a booming e-commerce industry, finding the right products to sell

online is a challenge. Every seller competes to meet the needs of online

customers, who tend to prefer online shopping more during pandemics

(Kriss, 2020). Moreover, internet business owners encounter obstacles

regarding online purchasing transactions with customers. Some buyers

still prefer to see and check products or services before making a

purchase (Santos, 2020).

Strategies

Online businesses face several challenges, but there are strategies

that can be used to mitigate their impact. The pandemic brought agony

to the world, but it also brought opportunities and opened the way for

online sellers to develop new strategies and update their operations to

account for pandemics (Torres, 2021). In today's highly competitive

business world, developing brand loyalty is crucial to driving sales

revenue and separating one's business from the competition. According

to Greve and Klaus (2014), sellers need to develop creative strategies for

improving and managing customer experience. Simply supplying

advanced items and offerings isn't always sufficient to achieve brand

loyalty (Sachdeva & Goel, 2015). To achieve this, retailers must evaluate

and measure the level of customer experience delivery to identify

potential obstacles that may adversely affect customer experience

delivery and encourage repeat sales. Verhoef and Lemon (2013) identified

that 72% of retail organizations consider repeat business as a top

priority. Therefore, businesses must prioritize delivering satisfactory

customer experience throughout the entire purchasing period, managing

customer expectations before, during, and after the sale (Klaus, 2014).

Acquiring genuine brand loyalty can create avenues for retaining current

customers and attracting new ones. By emphasizing customer

experience, businesses can achieve their strategic objectives, build brand

loyalty, and improve market share (Grossart & Greenshaw, 2014). This
approach adds significant value to the organization while optimizing

positive contributions to the overall customer experience without

negating customers' preferences.

Establishing trustworthy relationships with customers is critical in

building brand loyalty and sustaining profitability (Klaus, 2014). The

pandemic has presented a unique set of challenges for online

businesses. According to Itliong (2020), adopting digital strategies such

as social media and e-commerce assistance helped business owners

survive during the pandemic. The pandemic opened a way for online

sellers to make their items more accessible and attract new clients

through online selling operations. Lee and Chung (2018) found that

some of the most commonly reported strategies used by online sellers

include creating unique product offerings, enhancing customer service,

building brand awareness, and utilizing social media. Additionally,

online sellers can use pricing strategies to compete with other sellers.

Dynamic pricing, which involves adjusting prices in response to changes

in supply and demand, can help sellers stay competitive and increase

their profits. To sustain brand loyalty, retailers must provide

personalized experiences to customers. One way retailers can create a

personalized customer experience is through the use of technology. For

example, online retailers can use chat-bots to interact with customers

and offer personalized solutions to their needs (Kumar & Reinartz, 2016).

Based on the study of Maya D. (2015), she states that small business
owners need strategies on using the internet to promote his/her product.

By engaging in Internet marketing strategy planning, acquiring

specialized Internet marketing knowledge, measuring marketing

performance, and extending their Internal marketing resources through

outsourcing, small business owners may develop and implement

successful online marketing strategies.

Synthesis

Managing an online business daily is not an easy feat, and online

sellers face challenges in maintaining work-life balance, particularly as

they work from home and juggle household responsibilities (Cruz et al.,

2022). They also face hurdles in selecting the right products to sell

online. Research suggests that product selection is crucial for online

sellers as it affects their success and profitability (Kwak et al., 2014).

The rise of e-commerce has presented several challenges for online

sellers and business owners. Furthermore, pricing strategy is also a

challenging task due to the dynamic nature of online markets (Mansouri

et al.,). The lack of resources and a workforce can also hinder the

potential growth of online sellers, particularly during the pandemic

(Reyes, 2019). Furthermore, pricing strategy is also a challenging task

due to the dynamic nature of online markets (Mansouri et al., 2013).

Online businesses face several challenges, but there are strategies

that can be used to mitigate their impact. According to Greve and Klaus
(2014), sellers need to develop creative strategies for improving and

managing customer experience. Simply supplying advanced items and

offerings isn’t always sufficient to achieve brand loyalty (Sachdeva &

Goel, 2015). To achieve this, retailers must evaluate and measure the

level of customer experience delivery and encourage repeat sales. Verhoef

and Lemon (2013) Identified that 72% of retail organizations consider

repeat business as a top priority. Therefore, businesses must prioritize

delivering satisfactory customer experience throughout the entire

purchasing period, managing customer expectations before, during and

after the sale. Lee and Chung (2018) found that some of the most

reported strategies used by online sellers include creating unique

product offerings, enhancing customer service, building brand

awareness, and utilizing social media. Additionally, online sellers can

use pricing strategies to compete with other sellers. Dynamic pricing,

which involves adjusting prices in response to changes in supply and

demand, can help sellers stay competitive and increase their profits. To

sustain brand loyalty, retailers must provide personalized experiences to

customers. One way retailers can create a personalized customer

experience is through the use of technology. For example, online retailers

can use chat-bots to interact with customers and offer personalized

solutions to their needs (Kumar & Reinartz, 2016).

The fear of Covid-19 has forced people to stay inside their homes,

leading to a surge in online selling. Chaudhury (2020) notes this trend

and explains how it has contributed to the growth of online stores. In the

Philippines, online selling has become an attractive option for individuals

seeking to earn extra income. Ledesma (2020) observes that this shift

has enabled them to not only survive but also thrive during the

pandemic. Wang et al., (2019) conducted a survey of 300 online sellers in

China and found that daily practices such as product listing, order

management, customer communication, and performance analysis are

crucial for managing an online business effectively. Effective time

management is essential for work performance, and Wade (2020) asserts

that it can be achieved through proper planning and goal setting.

Additionally, customer satisfaction is a critical aspect of online selling,

and the American Society for Quality (2021) emphasizes its importance.

Online sellers face challenges such as bogus buyers or “joy reservers”

that can be stressful and impact their business’s trust among

customers.

Online sellers face numerous challenges in managing their

businesses. However, the COVID –19 pandemic has motivated many

entrepreneurs to start online businesses as a means of making more

money than they would have earned through traditional employment.

According to Pickard (2020), the pandemic resulted in high levels of

unemployment, which fueled fear among people. To overcome these

challenges, online sellers are motivated to work hard to make money and

survive the pandemic. Ayeh et al., (2013) conducted a study that found
that the flexibility of online sellers allows individuals to balance their

work and personal lives more effectively.

Purpose Statement

This phenomenological study aims to explore the lived experiences

of online sellers in Bangar, La Union, with the aim of gaining deeper

insights into their motivating factors, challenges, coping strategies, and

overall daily practices and routines in managing their business.

Central Question

How would the daily practices, routines, and lived experiences of

online sellers be described as to the realities of online selling?

Specific Questions

1. What are the daily practices and routines of online sellers in managing

their business operations?

2. What were the motivating factors for individuals to become an Online

sellers?

3. What are the common challenges faced by online sellers?

4. What are the strategies do online sellers use to cope with the

challenges they face?

5. What implications can be obtained from the study?

Assumptions of the Study

This study is anchored on the assumption that the online sellers of

Bangar, La Union have a lot of negative experiences in running their

business. Researchers believe that all participants faced a lot of

challenges and stressors gained in their experience as part of the online

business industry, and they encounter difficulty in doing their online

business.

Significance of the Study

The result of the study will merit the following:

The Online Sellers. The study may provide online sellers with advice on

how to effectively advertise and sell their goods online. By understanding

the lived experiences of online sellers, it can help them to improve their

selling strategies, enhance customer service, and increase profitability.

The study can also assist online sellers in determining potential areas for

enhancement in their online selling environments and corporate

procedures.

The Customers. The study can provide valuable insights into the online

shopping experiences of buyers. It can assist customers in finding

trustworthy and reputable online sellers, understanding the elements

that affect their purchase choices, and providing advice on how to shop

safely and securely online while protecting themselves against scams.

The Students. Students that are interested in entrepreneurship, e-

commerce, or digital marketing may find the research to be a useful

source of information. Students can get a better understanding of the

opportunities and challenges in this field by learning from the

experiences of online sellers and gaining insights into the practical

aspects of operating an online business.

ABM Students. The study can assist them in expanding their knowledge

and skills in e-commerce, which is becoming increasingly vital in today's

digital world. They can also learn about the many methods and tools for

effective online selling, as well as the obstacles and opportunities that

come with this type of business.

Future Researchers. The result of this study can serve as basis for

further study on the lived experiences of online sellers.

Scope and Delimitation of the Study

The general intent of this study is to explore the lived experiences

of online sellers in Bangar, La Union, with a focus on their motivations,

challenges, coping strategies, and overall daily practices and routines in

managing their businesses. The research design for this study aims to

provide a rich understanding of the lived experiences of online sellers in

Bangar, La Union, through the use of a phenomenological approach, in-

depth interviews, and thematic analysis of the data collected.

 Delimitations are defined as boundaries of the study within the

researcher’s control (Marshall & Rossman, 2016). In this study, the

seven delimitations were: (a) participants are the 12 online sellers; (b) a

resident of Bangar, La Union; (c) participants live at Barangays Central

West #1, Ubbog, and Paratong Norte; (d) participants have a permit to

run their business; (e) participants needed to have a minimum of one (1)

year of experience running their business; and (f) participant sell pre-

owned clothes and beauty products. These parameters were set in place

to make sure that the study would only concentrate on specific groups of

online sellers that met the criteria and shared traits that were relevant to

the subject matter. By reducing potential confounding factors that could

affect the results, this strategy helps to strengthen the validity and

reliability of the findings.

Definition of Terms

To better understand the terms used in the study, the following terms

were defined operationally.

Business. Business is a term that refers to the activity of

producing and selling goods or services for the purpose of generating

profit for the individuals or organizations involved.

Challenges. Challenges are obstacles or difficulties that we

encounter on our journey towards achieving a particular goal or

outcomes.
 Digital platform. A digital platform is a virtual space where

individuals or businesses can engage in various forms of digital

interactions such as buying and selling products or services.

E-Commerce. E-Commerce is referred to the buying and selling of

goods and services through electronic channels such as the internet,

mobile devices, or other computer networks.

Online Sellers. Online sellers are individuals or businesses that

use the internet to sell products or services through various online

channels.

Online Selling. Online Selling is a term that refers to the process

of selling products or services or products over the internet through a

website or an online market place.

Strategies. Strategies are referred to the plans, actions, and

approaches that an individual or organization takes to achieve a specific

goal or objective.
 CHAPTER II

METHOD AND PROCEDURES

The focus of this chapter is on the procedures and methodologies

employed during the study. It describes the methods used to collect data

and the outcomes of these efforts. The chapter covers various aspects of

the research design, including the study site and selection of

participants, data measure, data collection procedure, mode of data

analysis, and ethical considerations. Furthermore, the chapter highlights

the importance of ensuring the reliability and safety of the collected data,

with a particular emphasis on maintaining the privacy and

confidentiality of the study's participants.

Methodology

The research approach that will be used in this study is

qualitative. According to Bhandari (2020), qualitative research is

obtaining and interpreting non-numerical data (such as text, video, or

audio) in order to better understand ideas, opinions, or experiences. It

can be utilized to develop fresh research ideas or to acquire in-depth

insights into a topic. In addition to conduct studies in a research lab,

qualitative research also involves examining and evaluating people’s

experiences in the actual world in order to characterize and occasionally

even explain social phenomena. According to Patton (2013), qualitative

research aims to understand and explain complex social phenomena,

explore the experiences and perspectives of individuals and groups,

develop new ideas and hypotheses, and offer direction for practice and

policy. Through the lens of a qualitative perspective, it offers

understanding of the issue or help in formulating ideas or hypotheses for

possible quantitative research.

The qualitative approach will be used in the study because the

main objective of the study is to explore the meanings of online sellers'

lived experiences by identifying and assessing their motivating factors,

challenges, and coping mechanisms in running their businesses. It aims

to explore underlying meanings of the phenomenon being studied.

Furthermore, this study will use phenomenology as the research

method. According to Duquesne University (2020), phenomenology helps

researchers understand the meaning of people's lived experiences. A

phenomenological study investigates what people experienced and

focuses on their encounter with a phenomenon. Smith (2018) described

phenomenology as the study of phenomena as they manifest in our

experience, of the way we perceive and understand phenomena, and of

meaning phenomena have in our subjective experience. According to

Torres and David (2019), this design has a strong philosophical

foundation and typically involves interviewing. Husserl proposes that the

events or life circumstances that people encounter are pre-reflectively

kept within one’s consciousness, and that humans are able to reflect,
discover and access this consciousness, thus bringing one’s lifeworld or

lived experience forward (Willis et al., 2016). Similarly, this research

design guided the researcher in carrying out the study because it aims to

understand the essence of a class on phenomena experienced and

commonly shared by a group of people (Creswell, 2014; Catacutan & de

Guzman, 2015).

Certainly, phenomenology is the most appropriate qualitative

research method in this study because the present study aims to explore

and understand the lived experiences of the participants regarding on

running their businesses which also includes the exploration of their

motivating factors, the challenges they encountered and their coping

mechanisms they use as strategy to solve the challenges they have faced

in the course of running an online business.

Research Design

Study Site
This research study will be conducted in the selected barangays in

Bangar, La Union. The barangays included are Paratong Norte, Ubbog,

and Central West #2. Among the three barangays in Bangar, La Union,

only the selected online sellers from Barangay Paratong Norte, Barangay

Ubbog, and Barangay Central West #2 will be able to participate in the

study. The researchers were not able to get representatives from other

barangays because other online sellers were not able to meet the criteria
the researchers set in the selection of informants purposively. The

research sites were chosen to be the place to conduct the study as part

of the scope of the study because aside from the researcher’s authority to

conduct the study, these online sellers need more improvement in terms

of running their businesses which the researchers believes a need of

more exploration on the motivating factors, challenges and coping

mechanisms of the online sellers to come up with a reliable source, data,

and inputs to make the future online sellers’ experiences more

meaningful, productive and transformative.

Selection of Participants

The participants of the study were delimited only to the 12 online

sellers in the three mentioned barangays. The participants will be

selected using the following criteria:

a. Participants must be a resident of Bangar, La Union

b. They have at least one (1) year of experience in running

an online business

c. They must sell pre-owned clothes and beauty product

d. have a profit greater than Php 300 a day

e. have experienced challenges in putting up a business

 Sample size in qualitative studies should be determined based on

information needs. As a result, data saturation is a guiding principle in

sampling, defined as sampling until no new information is obtained and

redundancy is achieved (Polit & Beck, 2004). In this phenomenological

investigation, purposive sampling will be used. Criterion sampling will be

used specifically, which involved studying cases that met a

predetermined criterion of importance. The guiding principle in the

sample selection for a phenomenological study like this is that all

participants must have experienced the phenomenon under study and be

able to articulate what it is like to have the lived experience (Polit & Beck,

2004).

The researchers will be using pseudonyms in presenting the

answers of the informants in order to not expose the identities of the

online sellers as part of ethical considerations. Since this study talks

about the lived experiences of online sellers, the researchers will opt to

use names of the 12 most successful entrepreneurs in the Philippines.

Data Measure
The study will employ a semi-structured interview. The

researchers will use an interview guide question created by the

researchers after determining the concept layer of human experience

using the a priori codes. The whole process will observe cool and warm

analysis to determine their motivating factors, the challenges they have

encountered and their coping mechanisms they employed in running

online business.

Data Collection Procedure

Write a letter to the

Prepare the interview Prepare the materials
relevant authorities;
guide questions, and (notes, videos, and
write a letter to the
have them validated by recorders) and the
participants; obtain
experts. venue
informed consent

Thank the
Establish rapport; ask
participants; go over
probing questions;
the data; and get the
obtain inner thoughts
transcript ready.

Figure 1. Data Collection Method

Figure 1 show the steps involved in gathering the necessary data

for the study. The interview guide questions will be prepared by the

researchers and validated by experts. After preparing reliable and valid

interview questions, the researchers will wrote a letter to the appropriate

authorities requesting permission to conduct the study. Following their

approval, the participants will be given a letter requesting their

participation in the study and informed consent as part of research

ethics. The researchers will then prepare the materials needed for data

collection, such as notes, recorders, and the venue. To ensure precise

and accurate data transcription, a voice recorder will be used to record

the individual interviews. In this way, voice recording during the process
allows the researchers to focus on the interviewee (Patton, 2015). During

the interview, the researchers will take brief notes so that gestures and

notation on the intensity of expression of feelings, thoughts, and other

extrinsic expressions could be easily recalled (Torres & David, 2019). In

addition, the researchers will build rapport with the individual

participants and will be able to ask questions, probe, and elicit their

inner thoughts and ideas. The informants will be permitted to respond to

the questions in both English and Filipino. In order to cater to all readers

in general, the answers of the informants in the discussion section of this

paper will be translated into English. Following the completion of the

interview, the next step is to express gratitude to the interviewees, which

is followed by the preparation of the complete transcript for thematic

analysis.

Mode of Data Analysis

The researchers will be using thematic analysis to treat the raw

data collected from the participants. According to Fereday and Muir-

Cochrane (2016), thematic analysis entails detecting patterns or themes

in qualitative data through a process of classifying, categorizing, and

interpreting data to reveal patterns of meaning that are important to the

research topic. This technique is commonly used in qualitative research

analysis.
 Furthermore, Caulfield (2019) mentioned the most common form of

thematic analysis in his published article titled "How to do thematic

Analysis" which consists of six steps: (1) familiarization, (2) coding, (3)

generating themes, (4) reviewing themes, (5) defining and naming

themes, and (6) writing up the report.

The first step is familiarization, which entails thoroughly

understanding the gathered data. Before delving into individual items, a

thorough overview of all the data is required. As a result, the researchers

will read through the text, making initial notes and gaining a general

understanding of the text. The second step is coding, which involves

highlighting sections of the transcript - typically, important phrases or

chunks of sentences are coded to have shorthand labels or "codes" in

describing their content or ideas. The third step is to come up with

themes. This will be the time when the researchers looked for patterns

based on previously created codes. At this point, the researchers will be

deducing the codes that had been identified. By the end of the fourth

step, the researchers will be having a good understanding of the various

themes and the story that each data set had told. The fifth step is to

define and name the themes. These included determining the "essence"

as well as what these themes tell and mean. Furthermore, this step was

completed by reviewing the extracts collected from each theme and

organizing them in a coherent and consistent manner. Finally, the sixth

and final stage involves the creation of the report. This started with fully

developed themes in the data.

Cool and warm analysis will be used to complete the steps of

thematic analysis. There are various methods for handling and analyzing

data, such as cool and warm analysis as cited by (Torres & David, 2019).

Significant statements will be extracted from participants' verbatim

responses as part of cool analyses. Structured analysis or the repertory

grids are examples of "cool" analysis. According to Braun and Clarke

(2013), cool analysis entails a more objective and unemotional scrutiny of

the data, in which the researchers strives to remain detached from the

emotional aspects of the material under analysis, whereas warm analysis

entails a more empathetic and subjective interaction with the data, in

which the researchers aims to gain a deeper and more personal

understanding of the participants’ experience and perspectives This is an

example of a warm analysis. In "warm" analysis, empathy is central to

the analysis, as in phenomenology. Data categories are then subjected to

additional analysis to produce themes that identically capture the central

phenomenon (Torres & David, 2019).

Ethical Considerations

This study is within the area of competence and authority of the

researchers.
 The researchers will work in close collaboration with the

superintendent of division schools and the school heads of the

institutions where the research will be conducted. A letter of request will

be sent to the appropriate school authorities in order to earnestly seek

approval and participation of the participants in the course of the study.

It is guaranteed in those request letters that the informants' responses

will be kept strictly confidential. Furthermore, the purpose of the

study will be clearly communicated to the participants. In addition, the

researchers will seek the respondents' informed full consent to

participate in the study.

The researchers themselves will inform the participants about the

nature of the study and assured them that their answers from the

interview process would only be used for academic purposes and that

their names and personal identities would remain anonymous to ensure

confidentiality and private data information in accordance with the Data

Privacy Act of 2012. Participants will be informed that they are taking

part in a study. They will be told about the background of the research

and how it will be conducted. The positive and negative aspects of the

study were also discussed. The participants will be informed that their

participation was entirely voluntary and that they could opt out at any

time. The participants, in particular, will be well protected, and there will
be safeguards in place to ensure confidentiality. In addition, permission

will be obtained from the participants to use audio recording.

Furthermore, the researchers will use therapeutic communication

and interviewing techniques to encourage informants to provide relevant

information. The researchers will avoid using words that might make the

informants feel uneasy or intimidated. Every interview and data

collection process will end with heartfelt thanksgiving.

Moreover, dependability, credibility, transferability, conformability,

and authenticity will be carefully considered to achieve trustworthiness

of the data collected as well as the analyses and interpretations.

To ensure dependability, the researchers will meet with the

informants-consultants at least once before beginning the actual data

collection via interview method. In this way, they can be confident that

the informants will be at ease during data collection and will respond

accurately and honestly to all questions. They will also review their

research methods notes, spoke with colleagues in the field, and seek

technical assistance from research experts in the selection of appropriate

research methods, particularly data collection, transcription, analysis,

and interpretation, and how to execute these out. During the actual

interview, probing questions by rewording or rephrasing questions will be

done to ensure the consistency of the informants' responses. The data

will be coded, recoded, and reduced until it fit into as few themes and

subthemes as possible. All methods that will be used in this study will be

thoroughly described so that future researchers could replicate them.

To promote transferability, the phenomena displayed by the

participants will be described in terms of how they were based on their

experiences. The researchers will be able to recruit their informants

through purposive sampling by seeking recommendations from fellow

students and friends, which is an excellent method of achieving

transferability.

A one-on-one interview will be conducted to gather relevant data to

ensure credibility. The researchers will use consistent research methods

with all informants, most notably in providing non-coercive adequate

time for the informants to reflect on their lived experiences by providing

hints on the questions to be asked even before the actual interviews

began, and reiterating to them their rights as informants as stipulated in

the informed consent they signed during their recruitment.

Furthermore, the researchers will observe proper reference

documentation to avoid plagiarism and to respect the intellectual

property of others. In addition, the manuscript will be check for

plagiarism using Plagscan. Similarly, permission from the SLC Ethics

Review Board will be obtained to conduct the study. Plagscan generated

an Authenticity Certificate, which will be appended.

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