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The research concludes that young adults (18–26 years) are a significant demographic of online consumers, characterized by moderate economic levels and high price consciousness. Respondents display positive attitudes towards online shopping, influenced by social support and a strong sense of control over their e-commerce experiences. Price transparency is identified as a crucial factor in fostering consumer trust and satisfaction, essential for long-term engagement with online retailers.

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13 views1 page

Document

The research concludes that young adults (18–26 years) are a significant demographic of online consumers, characterized by moderate economic levels and high price consciousness. Respondents display positive attitudes towards online shopping, influenced by social support and a strong sense of control over their e-commerce experiences. Price transparency is identified as a crucial factor in fostering consumer trust and satisfaction, essential for long-term engagement with online retailers.

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CONCLUSION:

Based on the results that have been interpreted and analyzed, researchers therefore
conclude the following statements:

1. Results indicated that most of the respondents are young adults (18–26
years), and most of them are in moderate economic and income levels. This
indicates a strong and dynamic population of online consumers that is more
dependent on online sites.

2. Respondents exhibited high price consciousness by being highly


knowledgeable about base prices, extra charges, and discounting opportunities.
They also strongly believed that online retailers offer fair and stable prices, with
transparent reasons for any price variations, thereby generating trust in pricing
practices.

3. •Respondents have positive attitudes towards online shopping, viewing it as


favorable, safe, and affordable.

•In subjective norms, Social influences like support from family, friends, and
significant others are supportive of their decision-making.

•And High perceived behavioral control was observed, reflecting that


respondents feel confident and capable of using e-commerce platforms with few
external barriers.

Therefore, the research holds that effective price transparency is an essential


driver of online shopping behavior. Through proper communication of
reasonable and comprehensive pricing information, online stores can reinforce
consumer trust and satisfaction, thereby promoting long-term interaction with
e-commerce sites in Santa Ana, Pampanga.

In total, the research determines that price transparency is a core determinant of


online shopping behavior. By presenting pricing clearly and evenly, online
retailers can build consumer confidence and satisfaction and thus promote long-
term involvement with e-commerce websites. These conclusions reinforce the
fact that transparent pricing policies are a measure to not just acquire but also
maintain a youthful, economically active consumer group in an intensifying
competitive digital marketplace.

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