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How intention to purchase is affected by the use of Comparison Shopping Websites

Theodoros Kentistos-Rannos, Prodromos D.Chatzoglou

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Abstract: The internet is becoming the preferred media for most people to find the information they need about their purchases. However, even though search engines are able to catalogue vast amounts of the data available online, consumers’ searches often lead to results based on website popularity and keyword advertisement. For that reason, search engines dealing only with information about products and services have arisen, cataloguing from consumer products, hotels, air-line tickets, insurance, to food delivery. These comparison shopping websites provide a helpful connection between consumers and businesses. This paper examines how comparison shopping websites affect businesses and e-commerce in general. The proposed conceptual model incorporates various demographic, psychographic and other factors that are found to affect the use of comparison shopping websites, consumers’ selection criteria and their purchase intention. In order to test the validity of the new model, data from 207 participants were collected with results suggesting that the use of product comparison shopping websites is affected mainly by the frequency of internet usage, perceived usefulness and ease of use offered by these websites. Furthermore, comparison shopping websites seem to play an important role in shaping purchase intention.

Additional Info

  • Author(s) Name: Theodoros Kentistos-Rannos[1], Prodromos D.Chatzoglou[1],[2]
  • Author(s) Affiliation: [1]Hellenic Open University, Patras, Greece [2]Dept. of Production & Management Engineering, Democritus University of Thrace, Xanthi, Greece
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: comparison shopping websites, purchase intention, B2C marketing
  • Article Type: Research
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