The Effect of Price-Endings on Discerned Parsimony among College Students Using E-Commerce Applications
DOI:
https://doi.org/10.54536/ajebi.v5i1.7418Keywords:
Consumer Perception, Discerned Parsimony, Perceived Value, Price-EndingsAbstract
This study will examine how price endings influence discerned parsimony among college students using e-commerce applications, focusing on how common digital pricing strategies shape consumer self-perception in online shopping. In particular, the study will analyze the use of charm pricing focusing on .99/.95 and even pricing .00 and their impact on students’ perception of thriftiness and value judgment in the act of buying. To gather data, the researchers will adopt purposive sampling and exploratory quantitative design and will distribute an online questionnaire to 100 college students within FEU Roosevelt Marikina who are frequent users of e-commerce platforms like Shopee, Amazon, and Shein. The instrument will measure perceived savings, purchase satisfaction, and self-reported spending awareness through the examination of different price-ending conditions. Data will be analyzed using exploratory statistical analysis and mean comparison techniques to examine differences in perceived parsimony across various price formats. The study is expected to find that charm-priced items focusing on .99/.95 will generate higher perceived savings scores compared to even-priced items .00. Moreover, respondents are expected to be more inclined to describe cheaper purchases as “practical” rather than “unnecessary.” However, even pricing is anticipated to produce higher perceived quality ratings, suggesting that price endings will influence not only thrift perception but also value interpretation. The findings are expected to demonstrate that price-ending tactics remain effective in online settings, especially among college students who are highly conscious of their budgets. The research will suggest that e-commerce sites can use price endings as a strategy to influence consumers’ without changing the actual price, while future studies may further examine the long-term impact of these tactics on spending attitudes and financial behavior.
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Copyright (c) 2026 Bacay Erika, Abon Cassandra Venice, Barrameda Sophia Victoria, Juatchon Mark Lawrence, Naranjo Geoff Carlo
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