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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

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dc.title 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 en
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
dc.identifier.issn 1211-8516 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2015
utb.relation.volume 63
utb.relation.issue 2
dc.citation.spage 595
dc.citation.epage 605
dc.type article
dc.language.iso en
dc.publisher Mendel University of Agriculture and Forestry Brno
dc.identifier.doi 10.11118/actaun201563020595
dc.relation.uri http://acta.mendelu.cz/media/pdf/actaun_2015063020595.pdf
dc.subject Comparison website en
dc.subject Consumer behaviour en
dc.subject Customer service experience consciousness en
dc.subject e-Store en
dc.subject Female en
dc.subject Oline advertising en
dc.subject Online shopper en
dc.subject Price en
dc.description.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. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1005108
utb.identifier.obdid 43873582
utb.identifier.scopus 2-s2.0-84930038297
utb.source j-scopus
dc.date.accessioned 2015-06-26T13:12:23Z
dc.date.available 2015-06-26T13:12:23Z
dc.rights Attribution-NonCommercial-NoDerivs 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.contributor.internalauthor Chovancová, Miloslava
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