Trust and Product/Sellers Reviews as Factors Influencing Online Product Comparison Sites Usage by Young Consumers

Radoslaw Macik and Dorota Macik
Additional contact information
Radoslaw Macik: Maria Curie-Sklodowska University, Poland
Dorota Macik: University of Finance and Management in Warsaw, Poland

Managing Global Transitions, 2016, vol. 14, issue 2 (Summer), 195-215

Abstract: Paper describes young consumers’ behaviour connected with online product comparison sites usage as an example of online decision shopping aids. Authors’ main goal is to check whether or not such factors as: previous experience in such sites usage, personal innovativeness in domain of information technology – PIIT, and particularly cognitive trust (in several subdimensions), as well as affective trust toward online product comparison site, influence purchase intention via mentioned sites (acting as intermediaries in online sales channel), and anticipated satisfaction from choice made by consumer. Also indirect influence of users’ opinions about product and sellers on mentioned constructs has been researched. Study on effective sample of 456 young consumers with data collected through CAWI questionnaire confirmed reliability and validity of measurement scales. Path model estimated via PLS-SEM confirmed most hypotheses settled, particularly confirming strong positive relationships between cognitive trust (mostly in competence) on affective trust, and later on purchase intention and choice satisfaction. Product and sellers reviews were partially mediating some of those relationships.

Keywords: information technology; market; online product comparison sites usage; trust; products/sellers reviews; purchase intention (search for similar items in EconPapers)
JEL-codes: C39 D12 O33 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISSN/1581-6311/14_195-215.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmgt:v:14:y:2016:i:2:p:195-215

Ordering information: This journal article can be ordered from
http://www.mgt.fm-kp.si

Access Statistics for this article

Managing Global Transitions is currently edited by Jana Hojnik

More articles in Managing Global Transitions from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().