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The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania

Author

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  • Ūsas Antanas

    (Lithuanian Sports University, Kaunas, Lithuania)

  • Jasinskas Edmundas

    (Lithuanian Sports University, Vilnius University, Kaunas, Lithuania)

  • Streimikiene Dalia

    (Lithuanian Sports University, Kaunas, Lithuania)

Abstract

Thanks to constantly improving software packages, apps, and technologies themselves, creating and improving websites has become much easier. Excess or lack of information, inappropriate layout of website management, inefficiency of additional functions, excess of visual material - these are the problems faced by website users. These problems are usually not of a technological nature, so the change in technology will not determine what the user wants and what problems he faces. However, studies have ignored the fact that the type of business can affect decision outcomes (i.e., website evaluation) may also influence the perceived satisfaction and trust. This article examines consumer satisfaction and trust with services provided by the C2C websites. This study first proposes an analytical model that contains website quality indicators of consumer satisfaction and trust. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. The results showed a positive effect of website quality on consumer trust and satisfaction, which was partially mediated through consumer trust. Moreover, consumer trust had a positive association with all website quality indicators and satisfaction. The C2C website business should understand the consumer’s website quality expectations with respect to online shopping, to attract new consumers and to retain their existing consumers.

Suggested Citation

  • Ūsas Antanas & Jasinskas Edmundas & Streimikiene Dalia, 2023. "The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania," Management & Marketing, Sciendo, vol. 18(2), pages 113-126, June.
    • Handle: RePEc:vrs:manmar:v:18:y:2023:i:2:p:113-126:n:4
    DOI: 10.2478/mmcks-2023-0007
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    References listed on IDEAS

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    1. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    2. Dedeke, Adenekan (Nick), 2016. "Travel web-site design: Information task-fit, service quality and purchase intention," Tourism Management, Elsevier, vol. 54(C), pages 541-554.
    3. Ronggang Zhou & Xiaorui Wang & Yuhan Shi & Renqian Zhang & Leyuan Zhang & Haiyan Guo, 2019. "Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting," Electronic Commerce Research, Springer, vol. 19(3), pages 477-499, September.
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    More about this item

    Keywords

    services quality; system quality; content quality; C2C;
    All these keywords.

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