Home⇛Psychology and Education: A Multidisciplinary Journal⇛vol. 48 no. 9 (2025)

E-commerce Customer Satisfaction: Expectation versus Reality of Online Shoppers

Janry Rufano | Gegie Gervacio

Discipline: business studies

 

Abstract:

The study aims to elucidate the level of satisfaction of online shoppers, the expectations and realities of shopping experiences, and the problems encountered. Additionally, it investigates the significant relationships and differences between the main variables of the study. The study employs a quantitative-descriptive correlational research design; data were collected through scrutinized questionnaires and analyzed using frequency counts, percentages, weighted means, the Chi-Square Test of Association, and the Wilcoxon Signed-Rank Test. Utilizing quota and convenience sampling, the study gathered responses from 352 online shoppers within the research locale, supplemented by faceto-face interviews to ensure data validity and depth. The results revealed that most respondents were aged 15 to 21, female, single students, college undergraduates, had a business with a monthly income of 10,000 to 24,599 pesos, and frequently used Shopee to purchase clothing. Respondents expressed a high level of satisfaction with product delivery services; however, their expectations of product quality were often unmet. While no significant correlation was found between demographic profiles and purchased products, significant differences emerged between expectations and actual experiences regarding product quality, delivery, and packaging. Delayed delivery was the most common problem encountered by the respondents. The study recommends further exploration to bridge the gap between consumer expectations and online shopping experiences. Additionally, future researchers investigate the findings and consider the recommendations made by the researcher



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