Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(2), 595-605 | DOI: 10.11118/actaun201563020595

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

Christian Nedu Osakwe, Miloslava Chovancová
Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlín, Náměstí T. G. Masaryka 5555, 760 01 Zlín, Czech Republic

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.

Keywords: consumer behaviour, customer service experience consciousness, e-Store, female, price comparison website, online advertising, online shopper
Grants and funding:

The research paper was in part supported by Internal Grant Agency of FaME TBU No. IGA/FaME/2015/039.

Prepublished online: May 10, 2015; Published: April 1, 2015  Show citation

ACS AIP APA ASA Harvard Chicago IEEE ISO690 MLA NLM Turabian Vancouver
Osakwe, C.N., & Chovancová, M. (2015). 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. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2), 595-605. doi: 10.11118/actaun201563020595
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. AZEEM, A. and HAQ, Z. U. 2012. Perception towards Internet Advertising: A Study With Reference to Three Different Demographic Groups. Global Business and Management Research: An International Journal, 4(1): 28-45.
    2. BAYE, M. R., MORGAN, J. and SCHOLTEN, P. 2004. Price Dispersion in the Small and in the Large: Evidence from an Internet Price Comparison Site. The Journal of Industrial Economics, 52: 463-496. DOI: 10.1111/j.0022-1821.2004.00236.x Go to original source...
    3. BISHNOI, V. K. and SHARMA, R. 2009. The Impact of TV Advertising on Buying Behaviour: A Comparative Study of Urban and Rural Teenagers. JK Journal of Management & Technology, 1(1): 65-76.
    4. CIVIC CONSULTING. 2011. Consumer market study on the functioning of e-commerce and Internet marketing and selling techniques in the retail of goods. [Online]. Available at: http://ec.europa.eu/consumers/consumer_research/market_studies/docs/study_ecommerce_goods_en.pdf. [Accessed: 25. 4. 2014].
    5. CUSHMAN & WAKEFIELD. ©2013. Global Perspective on Retail: Online Retailing. [Online]. Available at: http://annualreview.cushwake.com/downloads/01_Global_Perspective_on_Retail.pdf. [Accessed 25. 4. 2014].
    6. DIMENSIONAL RESEARCH. 2013. Customer Service and Business Results: A Survey Of Customer Service from Mid-Size Companies. [Online]. Available at: http://cdn.zendesk.com/resources/whitepapers/Zendesk_WP_Customer_Service_and_Business_Results.pdf. [Accessed: 20. 4. 2014].
    7. DUCOFFE, R. H. 1995. How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising, 17(1): 1-18. DOI: 10.1080/10641734.1995.10505022 Go to original source...
    8. EMARKETER. ©2014. Global B2C Ecommerce Sales to Hit $1.5 Trillion This Year Driven by Growth in Emerging Markets. [Online]. Available at: http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575. [Accessed: 25. 4. 2014].
    9. EUROPEAN CONSUMER SUMMIT. ©2013. Comparison Tools - Report from the Multi-Stakeholder Dialogue. [Online]. Available at: http://ec.europa.eu/consumers/events/ecs_2013/docs/comparison-tools-report-ecs-2013_en.pdf. [Accessed: 25. 4. 2014].
    10. EVANS, K. 2014. E-commerce grows an estimated 23% in Central Europe in 2013, Internet Retailer Website. [Online]. Available at: http://www.internetretailer.com/2014/03/06/e-commerce-grows-estimated-23-central-europe-2013. [Accessed: 24. 5. 2014].
    11. FIVESON, K. 2011. Consciousness and the Customer Experience. [Online]. Available at: http://www.getcustomerexperience.com/general/consciousness-and-the-customer-experience.html. [Accessed: 26. 4. 2014].
    12. GENTRY, L. and CALANTONE, R. 2002. A Comparison of Three Models to Explain Shop-Bot Use of the Web. Psychology & Marketing, 19(11): 945-956. DOI: 10.1002/mar.10045 Go to original source...
    13. GULLA, A. and PUROHIT, H. 2013. Children's Attitude towards Television Advertisements and Influence on the Buying Behavior of Parents. International Journal of Marketing, Financial Services & Management Research, 2(6): 103-117.
    14. HA, L. 2008. Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues and Research in Advertising, 30(1): 31-48. DOI: 10.1080/10641734.2008.10505236 Go to original source...
    15. HADJIPHANIS, L. 2011: The Effects of Advertising on Cypriot Consumer. Journal of Business Administration Online, 10(1): 1-41.
    16. HAQUE, A., MAHMUD, S. A., TAROFDER, A. K., and ISMAIL, A. Z. H. 2007. Internet Advertisement in Malaysia: A Study of Attitudinal Differences. EJISDC, 31(9): 1-15. Go to original source...
    17. JAMALZADEH, M., BEHRAVAN, N. and MASOUDI, R. 2012. An Empirical Study of Email-Based Advertisement and its Influence on Consumers' Attitude. International Review of Management and Marketing, 2(3): 130-138.
    18. KPMG. ©2011. Seven Steps to Better Customer Experience Management, Communications & Media. [Online]. Available at: https://www.kpmg.com/US/en/IssuesAndInsights/ArticlesPublications/Documents/seven-steps-better-customer-experience-management.pdf. [Accessed: 23. 4. 2014].
    19. LING, K. C., PIEW, T. H. and CHAI, L. T. 2010. The Determinants of Consumers' Attitude Towards Advertising. Canadian Social Science, 6(4): 114-126.
    20. MALIK, M. E., GHAFOOR, M. M., IQBAL, H. K., ALI, Q., HUNBAL, H., NOMAN, M. and BILAL, A. 2013. Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal, 23(1): 117-122.
    21. MANCHANDA, P., DUBÉ, J.-P., GOH, K. Y. and CHINTAGUNTA, P. K. 2006. The Effect of Banner Advertising on Internet Purchasing. Journal of Marketing Research, 43: 98-108. DOI: 10.1509/jmkr.43.1.98 Go to original source...
    22. MAZAHERI, E., RICHARD, M.-O. and LAROCHE, M. 2010. Online Consumer Behavior: A Comparison between Canadian and Chinese Website Visitors. [Online]. Available at: http://spectrum.library.concordia.ca/973645/1/JBR_online_consumer_behavior.pdf. [Accessed: 26. 4. 2014].
    23. McCOLLOUGH, M. A., BERRY, L. L. and YADAV, M. S. 2000. An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2): 121-137. DOI: 10.1177/109467050032002 Go to original source...
    24. McDONALD, A. M. and CRANOR, L. F. 2010. Americans' Attitudes About Internet Behavioral Advertising Practices. In: Proceedings of the 9th Annual ACM Workshop on Privacy in the Electronic Society (WPES' 10). Chicago, Illinois. Go to original source...
    25. MEMON, A. H., RAHMAN, I. A., AZIZ, A. A. A. and ABDULLAH, N. A. 2013. Using Structural Equation Modelling to Assess Effects of Construction Resource Related Fcators on Cost Overrun. World Applied Sciences Journal, 21(Mathematical Applications in Egineering): 6-15.
    26. MORAGA-GONZALEZ, J. L. and WILDENBEEST, M. R. 2011. Comparison Sites. Working Paper, WP-933. [Online]. Public-Private Sector Research Center, IESE Business School, University of Navarra. Available at: http://www.kelley.iu.edu/mwildenb/comparisonsites.pdf. [Accessed: 15. 4. 2014].
    27. ONAY, A. 2013. Business School Students' Perception of Internet Advertising. In: ATINER'S Conference Paper Series, No: MED2013-0518. Athens Institute for Education and Research, 3/09/2013, Athens, Greece: Athens Institute for Education and Research, 5-17.
    28. PARASURAMAN, A., ZEITHMAL, V. A., and BERRY, L. L. 1998. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 12-40.
    29. PARK, Y. A. and GRETZEL, U. 2010. Influence of Consumers' Online Decision-Making Style on Comparison Shopping Proneness and Perceived usefulness of Comparison Shopping Tools. Journal of Electronic Commerce Research, 11(4): 342-354.
    30. RS CONSULTING. 2013. Price comparison websites: consumer perceptions and experiences. [Online]. Available at: http://www.consumerfutures.org.uk/files/2013/07/Price-Comparison-Websites-Consumer-perceptions-and-experiences.pdf. [Accessed: 21. 4. 2014].
    31. SANJE, G. and SENOL, I. 2012. The Importance of Online Behavioral Advertising for Online Retailers. International Journal of Business and Social Science, 3(18): 114-121.
    32. SCHLOSSER, A. E., SHAVITT, S. and KANIFER, A. 1999. Survey of Internet Users' Attitudes toward Internet Advertising. Journal of Interactive Marketing, 13(3): 34-54. DOI: 10.1002/(SICI)1520-6653(199922)13:33.0.CO;2-R Go to original source...
    33. SMITH, M. D. 2002. The Impact of Shopbots on Electronic Markets, Forthcoming. [Online]. Journal of the Academy of Marketing Science, 30(4): 442-450. Available at: http://www.heinz.cmu.edu/~mds/isem.pdf. [Accessed 19. 4. 2014]. Go to original source...
    34. SPIR. ©2014. Internet Advertising exceeded CZK 13 Billion Last Year, Doubling Over the Last Five Years. [Online]. Press Release. Available at: http://www.spir.cz/en/internet-advertising-exceeded-czk-13-billion-last-year-doubling-over-last-five-years. [Accessed: 25. 4. 2014].
    35. THE LAW SOCIETY. ©2011. Applying the comparison web site model to legal services. A Discussion Paper. [Online]. Available at: https://www.lawsociety.org.uk/representation/research-trends/research-publications/documents/discussion-paper-applying-the-comparison-website-model-to-legal-services/. [Accessed: 23. 4. 2014].
    36. VERHOEF, P. C., LEMON, K. N., PARASURAMAN, A., ROGGEVEEN, A., TSIROS, M. and SCHLESINGER, L. A. 2009. Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1): 31-41. DOI: 10.1016/j.jretai.2008.11.001 Go to original source...
    37. WEBCREDIBLE. ©2009. Future comparisons: What's next for price comparison websites? [Online]. Available at: http://www.webcredible.co.uk/user-friendly-resources/white-papers/price-comparison.pdf. [Accessed: 23. 4. 2014].
    38. WEI, K. K., JEROME, T. and SHAN, L. W. 2010. Online Advertising: A Study of Malaysian Consumers. International Journal of Business and Information, 5(2): 111-134.
    39. WOLIN, L. D. and KORGAONKAR, P. 2003. Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research, 13(5): 375-385. DOI: 10.1108/10662240310501658 Go to original source...
    40. WONG, K. K.-K. 2013. Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques using SmartPLS. Marketing Bulletin, 24(Technical Note 1): 1-32.
    41. WOODSIDE, A. G., TRAPPEY, R. J. and MacDONALD R. 1997. Measuring Linkage-Advertising Effects on Customer Behaviour and Net Revenue: Using Quasi-Experiments of Advertising Treatments with Novice and Experienced Product-Service Users. Canadian Journal of Administrative Sciences, 14(2): 214-228. DOI: 10.1111/j.1936-4490.1997.tb00131.x Go to original source...
    42. WU, S.-I., WEI, P. L. and CHEN, J. H. 2008. Influential factors and relational structure of Internet banner advertising in the tourism industry. Tourism Management, 29: 221-236. [Online]. Available at: doi: 10.1016/j.tourman.2007.03.020.[Accessed: 24. 4. 2014]. DOI: 10.1016/j.tourman.2007.03.020 Go to original source...
    43. YANG, K. C. C. 2011. The Effects of Social Influence on Blog Advertising Use. Intercultural Communication Studies, XX(2): 131-147.
    44. YANG, K. C. C. and KANG, Y. 2006. Exploring factors influencing Internet users' adoption of Internet television in Taiwan. First Monday, 11(3), March 6. [Online]. Available at: http://firstmonday.org/ojs/index.php/fm/rt/printerFriendly/1319/1239. [Accessed 26. 4. 2014]. Go to original source...

    This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY NC ND 4.0), which permits non-comercial use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content