Comparison Shopping Websites and Their Impact on Consumers’ Purchase Intention
The vastness of the internet prevents most consumers to directly find what they need (the exact time they need it) without the use of a search engine. Even then, though, most results are based on website popularity and keyword advertisement. To overcome this, search engines with a limited scope and increased precision, have arisen. Dealing with information about products and services, from airline tickets, hotel bookings, insurance, consumer products even to food delivery, comparison shopping websites provide a helpful connection between consumers and businesses. In this paper, the way businesses and e-commerce in general is affected by comparison shopping websites is examined. The concept of comparison shopping website user/consumer is examined using various demographic, psychographic, and other relevant factors that are assumed to affect the use of a comparison shopping website, the relevant selection criteria and their impact on purchase intention. Data from 207 users were collected in order to test the validity of the proposed theoretical model. The main results of the analysis suggest that the use of product comparison shopping websites is affected mainly by the frequency of internet usage, perceived usefulness, and ease of use. Furthermore, comparison shopping websites seem to play an important role in shaping purchase intention.
KeywordsComparison shopping websites Purchase intention B2C marketing
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