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

Author

Listed:
  • Radoslaw Macik

    (Maria Curie-Sklodowska University, Poland)

  • Dorota Macik

    (University of Finance and Management in Warsaw, Poland)

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.

Suggested Citation

  • Radoslaw Macik & Dorota Macik, 2016. "Trust and Product/Sellers Reviews as Factors Influencing Online Product Comparison Sites Usage by Young Consumers," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 14(2 (Summer), pages 195-215.
    • Handle: RePEc:mgt:youmgt:v:14:y:2016:i:2:p:195-215
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    References listed on IDEAS

    as
    1. Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
    2. Chris Forman & Anindya Ghose & Batia Wiesenfeld, 2008. "Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets," Information Systems Research, INFORMS, vol. 19(3), pages 291-313, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    information technology; market; online product comparison sites usage; trust; products/sellers reviews; purchase intention;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C39 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Other

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