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

Osakwe, Christian Nedu; Chovancová, Miloslava

doi:10.11118/actaun201563020595

Cited by 5 publications

(11 citation statements)

References 18 publications

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“…Price comparison websites provide the online alternative to this and we, therefore, define online price comparisons as the online tool that allows for the comparison of item prices from different sources to find the best deal. The use of price comparison websites has been acknowledged as an important search information tool, which has strong potential to alter shopping behaviour both in the online and offline environment (Bodur et al 2015;Broeckelmann andGroeppel-Klein 2008, Osakwe andChovancová 2015;Passyn et al 2013). Osakwe and Chovancová (2015:597) describe price comparison websites as "a near-frictionless marketing intermediary that can drive down online shoppers' search costs".…”

Section: Price Comparison Websitesmentioning

confidence: 99%

“…The role of customer service experience is well researched in academic and business literature (Berry et al 2002;Khan et al 2015;Meyer and Schwager 2007;Osakwe and Chovancová 2015). However, its relationship to online switching behavior and price comparison websites remains underdeveloped in empirical research.…”

Section: Customer Service Experience Consciousnessmentioning

confidence: 99%

“…Service experience consciousness reflects a trait among shoppers who are highly demanding in service encounters, and thus tend to exhibit a higher dissatisfaction threshold. This trait, for example, has been reported to be an important enabler to customer-perceived use of price comparison websites (Osakwe and Chovancová 2015), and is therefore included in the proposed conceptual model:…”

Section: Customer Service Experience Consciousnessmentioning

confidence: 99%

“…This study addresses this gap in the literature by investigating the influence of price comparison websites on online switching behavior. While Osakwe and Chovancová (2015) examined female shoppers' perceptions towards the use of price comparison websites, Jung et al (2014) examined work shoppers' response to price comparison websites, and Pourabedin et al (2016) investigated the role of customer value and attitudes in online channel switching behavior, there are no studies to the authors' knowledge that investigates the relationship between eSwitching behavior and price comparison websites. The emerging question, therefore, is whether the use of price comparison websites can lead to eSwitching behavior.…”

Section: Introductionmentioning

confidence: 99%

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The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Kwarteng¹,

Jibril²,

Botha³

et al. 2020

Lecture Notes in Computer Science

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While online price comparison websites have burgeoned, there is scant understanding of how they influence online consumer behavior. This study addresses this gap in the literature by investigating the influence of price comparison websites on online switching behavior, and also suggests some additional factors that may be considered when looking at this relationship. We argue that shopper innovativeness, their perceived usefulness of the ad, and their customer service experience consciousness are important factors to consider when evaluating the impact of price comparison websites on eSwitching behavior. We also argue that the most appropriate theoretical lens through which to investigate this relationship is that of the consumer empowerment paradigm. A conceptual model is proposed and tested. Our analysis of 345 sample respondents finds that perceived usefulness of ads and customer service experience expectations are important enablers to price comparison websites use. Similarly, we find that shopper innovativeness and customer service expectations, in addition to price comparison websites use, are significant enablers to eSwitching behaviour. However, contrary to prediction, we find that shopper innovativeness has little to no influence on shoppers' use of price comparison websites; we also observed similar patterns concerning the link between the perceived usefulness of online ads and eSwitching behaviour. In conclusion, our research contributes to better understanding the influence of price comparison websites on online switching behavior, and the factors that might influence this relationship.

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Section: Price Comparison Websitesmentioning

confidence: 99%

Section: Customer Service Experience Consciousnessmentioning

confidence: 99%

Section: Customer Service Experience Consciousnessmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Kwarteng¹,

Jibril²,

Botha³

et al. 2020

Lecture Notes in Computer Science

Self Cite

View full text Add to dashboard Cite

show abstract

“…Brands, branding, brand management, brand orientation and their related terms have received substantial attention from marketing scholars and practitioners (Peng, Chen, & Wen, 2014). This could probably be due to their strategic importance to organizations (Urde, Baumgarth, & Merrilees, 2013).…”

Section: Introductionmentioning

confidence: 99%

Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective

Osakwe¹,

Boateng²,

Popa³

et al. 2016

E+M

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Omnichannel retailing: does it empower consumers and influence patronage?

Malhotra

Arora

Mukhopadhyay

2021

IJRDM

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PurposeThis study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness. Additionally, it also examines the sequential mediating role of consumer empowerment and satisfaction.Design/methodology/approachThis study uses a survey method to collect data from 336 young Indian consumers, having experienced omnichannel retailing. Data were analyzed using SPSS PROCESS macro to examine both the mediating and moderated relationships.FindingsThe results confirm that a customers' perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction. Additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through the mediating role of consumer empowerment. Nevertheless, it does have a negative impact through the mediating role of consumer satisfaction.Practical implicationsThis study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.Originality/valueTo the best of the authors' knowledge, this is among the first studies to highlight the theory of consumer empowerment in the context of omnichannel retailing. Thus, it contributes to the extant literature on omnichannel retailing while investigating the moderating role of consumer service experience consciousness.

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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

Cited by 5 publications

References 18 publications

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective

Omnichannel retailing: does it empower consumers and influence patronage?

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