CONSUMER DECISION-MAKING AND SATISFACTION IN ONLINE AND IN-STORE SHOPPING: RELATIONSHIPS AMONG KEY FACTORS, PRODUCT INFORMATION, EXPECTATION-EXPERIENCE ALIGNMENT, AND VALUE FOR MONEY

This study aimed to investigate the relationship between product information, perceived value, convenience, price, technological factors, and consumer purchasing decisions in online and in-store shopping environments. Conducted at Metro Dumaguete College (MDC), the study involved 161 respondents composed of faculty, staff, and students with sufficient experience in both shopping contexts. A descriptive-correlational design was employed, using survey questionnaires to gather data. Results revealed significant positive correlations between product characteristics, perceived value, convenience and time, cost, technological and system factors, and the availability, clarity, and accessibility of product information, which highlighted their strong influence on consumer decision-making. Comparative analysis further showed significant differences in the alignment between consumer expectations and actual product experiences in online and in-store settings, which directly impacted satisfaction. However, no significant difference was found in perceived value for money and repeat purchase intentions between the two shopping modes, indicating consistency in how consumers assessed value across platforms. The findings suggested that enhancing product information quality, ensuring reliability, and integrating supportive technologies could improve customer trust, satisfaction, and loyalty. At the same time, the stability of perceived value across shopping channels reflected consumers’ balanced view of cost and benefits, regardless of the retail format.