This study explores the experiences of Cebuanos in shopping online during the COVID-19 pandemic and investigates the factors that influence customer satisfaction in this context. The research aims to provide insights into the challenges, preferences, and satisfaction levels of online shoppers in Cebu, Philippines, during a period marked by significant shifts in consumer behavior due to the pandemic. Furthermore, the research delves into the influence of demographic factors such as age, gender, income level, and previous online shopping experience on customer satisfaction and shopping behavior. It seeks to identify patterns, preferences, and areas of improvement that can enhance the online shopping experience for Cebuano consumers and contribute to the growth of e-commerce in the region. Overall, this study contributes valuable insights to the field of e-commerce and consumer behavior, particularly in the context of the COVID-19 pandemic, and underscores the importance of customer-centric approaches in shaping the future of online shopping experiences in Cebu and beyond.
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