Exploring online shopping behaviour within the context of online advertisement, customer service experience consciousness and price comparison websites: Perspectives from young female shoppers in the Zlínský Region

Abstract

Online shopping behaviour within the context of price comparison websites presents an interesting area of consumer behaviour, yet very little research has been done in this area. Hence, the focus of this paper was to critically explore the impact of online advertisement and customer service experience consciousness on young female shoppers' intention to use price comparison websites as a purchase decision-making tool within the online retail environment. Our sample consisted of 123 female respondents of the Tomas Bata University students in Zlín, Czech Republic. From the sample, we found out using the Partial Least Square approach to Structural Equation Modelling (PLS-SEM) that both online advertisement (Ads) and customer service experience consciousness are directly and positively related to online shoppers' intention to use price comparison websites. Hence, our two stated hypotheses were supported based on the outcome of the structural model. Apparently, customer service experience consciousness is a better predictor of female shoppers' intention to use price comparison websites compared to online advertising. Nonetheless, we have highlighted the need for a further research based on the study's limitations. © 2015, Mendel University of Agriculture and Forestry Brno. All rights reserved.