In light of the increase in online transactions since the onset of the pandemic, this study examines how consumers' tendency to agree to terms and conditions without reading them in detail affects
consumers' perception of binding force of fine print contracts. Building on previous research in the United States, we conducted an online experiment targeting Japanese consumers and analysed their responses to different virtual scenarios involving financial products and sports clubs, including fraudulent conditions.

Unlike previous studies, which focused on face-to-face transactions, this study examines online transactions in Japan. It takes a unique approach by investigating the impact of website explanations, the stepwise effect of consumers' purchase behavior, and the effect of different transaction targets, such as financial products and sports clubs.

The following findings were obtained from the online experiment.
(1) In online transactions, the presence of terms and conditions makes consumers strongly aware of their binding nature. Even if the terms and conditions contain unfair contents, consumers believe that they have 'agreed' to them and are bound by them simply by virtue of their existence and the act of clicking or tapping on them.
(2) The effect of explanations on websites in strengthening the binding force of terms and conditions is limited.
(3) The evaluation of the binding nature of terms and conditions by consumers varies depending on the type of transaction, e.g. financial products versus sports club memberships. In everyday sports club transactions, consumers tend to evaluate unfair conditions more strictly.

The results of this study suggest two practical measures for creating a fair trading environment: policy formulation and legal reform.
(1) Consumer protection laws and cancellation rules must be strengthened to prevent unfair trading practices.
(2) Since the impact of binding rules varies depending on the type of goods and services, it is necessary to formulate sector-specific policies.

• Online transactions
• Terms and conditions
• Consumers
• Binding nature
• Randomized controlled trials
• Unread consent
• Consumer protection
• Fraudulent transaction conditions
• Virtual scenarios
• Policy recommendations