The Factors For Choosing An Online Seller: Insights from a TAM-Based Study of Polish Online Consumers

Leszek Gracz

European Research Studies Journal, 2024, vol. XXVII, issue 1, 331-340

Abstract: Purpose: The purpose of this study is to identify and analyze the key factors influencing Polish consumers' preferences when choosing online sellers and to map these factors to the constructs of the Technology Acceptance Model (TAM), namely Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Behavioral Intention to Use (BI). The study aims to provide theoretical insights and practical recommendations for online retailers. Design/Methodology/Approach: A quantitative research approach was employed, utilizing a survey of 1,117 respondents aged 18 and older in Poland. The data was collected using the CAWI (Computer-Assisted Web Interview) technique with probabilistic sampling. Quality control measures, including real-time monitoring and substantive analysis, were implemented to ensure data reliability. Statistical analysis of consumer preferences was conducted, with results stratified by gender, age, and place of residence. The findings were then integrated into the TAM framework for analysis. Findings: Key Determinants: Low prices (72.9%) emerged as the most critical factor in online shopping preferences, followed by low delivery costs (59.2%) and a wide assortment of products (51.6%). Demographic Consistency: No statistically significant differences were found in preferences across gender, age groups, or place of living, indicating broadly uniform consumer behavior in the Polish market. TAM Insights: Factors such as affordability, ease of use, and trust-related elements (e.g., online reviews, positive experiences) align closely with TAM constructs, confirming their relevance in predicting online shopping behavior. Practical Implications: Competitive Pricing: Online retailers should focus on maintaining competitive pricing to attract cost-sensitive consumers. User Experience: Enhancements to website usability, streamlined ordering processes, and fast delivery services are critical for improving customer satisfaction and retention, particularly among older demographics. Trust Building: Retailers should invest in strategies to build trust, such as encouraging positive online reviews and leveraging social proof through customer recommendations. Targeted Campaigns: Younger audiences respond more favorably to promotional activities, offering opportunities for age-specific marketing strategies.. Originality/value: The paper is based on own, primary research.

Keywords: Online shopping; Poland; TAM model. (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2024
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