The Relationship Between False Advertisement of Online Clothing Products and Customers’ Post-Purchase Behavior
DOI:
https://doi.org/10.54536/ajebi.v5i2.6203Keywords:
Clothing Products, Customer Trust, Deceptive Product Images, E-commerce, False Advertising, Misleading Product Description, Online Shopping, Post-Purchase BehaviorAbstract
It is not strange that in the age of digitalization, people start preferring to buy the clothing online. Yet the boom of e-commerce, meanwhile, has resulted in an increase in deception online, which can hurt feelings after people make purchase, and change their subsequent behavior. Bait And Switch False advertising (like misleading product details and false images) give hope to receiving something better than what was actually received. The study that will focus on is the effects of false advertising toward costumers post-purchase behavior among DepEd teachers in Cabanglasan, Bukidnon, Philippines. The study used a modified questionnaire, and this was administrated to teacher respondents in order to measure teachers’ attitudes about false advertising as well as their knowledge of post-purchase practices. The findings reveal a weak but significant positive correlation between consumers’ post purchase behavior and levels of untruthfulness in advertising (r = 0.28, p = 0.031). This implies that with a growing exposure to the misleading adverts, consumers perceive stronger post-purchase regret and disappointment. But product quality, price fairness and general shopping experience are also influential on customer satisfaction and loyalty. These results suggest that, even though false advertising messages do not always elicit very negative reactions, they still erode trust and satisfaction perceptions of customers. Businesses should give honest advertising the number one spot to build long-term customer loyalty and reduce product return; this means providing clear, accurate product descriptions and real images of a product. Moreover, more attention should be drawn to the product supervision of online platforms for protecting consumers and ensuring sound development of e-commerce. Consumers in return need to take some proactive steps such as reviews, pricing comparisons and be wary of hard selling tactics.
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Copyright (c) 2026 Daisy May Pajaro, Roweno Asentista, Algen Minsag, Wency Perocho, Dessairel Tumapon
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