All Title Author
Keywords Abstract

Publish in OALib Journal
ISSN: 2333-9721
APC: Only $99

ViewsDownloads

The Trust in Online Shopping during COVID-19: Case Study from Kosovo

DOI: 10.4236/oalib.1107288, PP. 1-15

Subject Areas: Consumer Behavior

Keywords: COVID-19, Online Shopping, Customer Trust, Kosovo

Full-Text   Cite this paper   Add to My Lib

Abstract

Consumer trust with online shopping is directly dependent on a few factors. There is a constant dilemma in the market related to the question which online shopping determinants affect the customer trust. Online purchasing is becoming increasingly common as a purchasing mode. This paper deals with the analysis of customer satisfaction, with the aim of utilizing the empirical research on the Kosovo market in COVID-19 period in order to determine the connection between customer trust and certain determinants of online shopping. The paper was conducted using the questionnaire instrument and there are two hundred and fifty (250) respondents from Kosovo. Moreover, in the paper three (3) hypothesis are presented the results that come out of it are very interesting. For hypothesis testing and recommendation was used Correlation Analysis.

Cite this paper

Prebreza, A. and Shala, B. (2021). The Trust in Online Shopping during COVID-19: Case Study from Kosovo. Open Access Library Journal, 8, e7288. doi: http://dx.doi.org/10.4236/oalib.1107288.

References

[1]  Trong, V., Vu Khanh, N. and Gim, G. (2014) Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in Viet Nam. Journal of Emerging Trends in Computing and Information Sciences, 5, 67-71.
[2]  Singh, A. and Sailo, M. (2013) Consumer Behavior in Online Shopping: A Study of Aizawl. International Journal of Business & Management Research, 1, 45-49.
[3]  Bourlakis, M., Papagiannidis, S. and Fox, H. (2008) E-Consumer Behaviour: Past, Present and Future Trajectories of an Evolving Retail Revolution. International Journal of E-Business Research, 4, 64-76. https://doi.org/10.4018/jebr.2008070104
[4]  Aref, M. and Okasha, A. (2019) Evaluating the Online Shopping Behavior among Egyptian College-Educated Community. Review of Economics and Political Science, 5, 21-37. https://doi.org/10.1108/REPS-10-2018-0013
[5]  Katawetawaraks, C. and Wang, C.L. (2011) Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1, 66-74. https://doi.org/10.14707/ajbr.110012
[6]  Ahmad, S. (2002) Service Failures and Customer Defection: A Closer Look at Online Shopping Experiences. Managing Service Quality, 12, 19-29. https://doi.org/10.1108/09604520210415362
[7]  Rahman, M., Islam, M., Esha, B., Sultana, N. and Chakravorty, S. (2018) Consumer Buying Behavior towards Online Shopping: An Empirical Study on Dhaka City, Bangladesh. Cogent Business & Management, 5, Article: 1514940. https://doi.org/10.1080/23311975.2018.1514940
[8]  Hostler, R.E., Yoon, V.Y. and Guimaraes, T. (2012) Recommendation Agent Impact on Consumer Online Shopping: The Movie Magic Case Study. Expert Systems with Applications, 39, 2989-2999. https://doi.org/10.1016/j.eswa.2011.08.160
[9]  Sung, T.K. (2006) E-Shopping Critical Success Factors: East vs. West. Technological Forecasting and Social Change, 79, 1161-1177. https://doi.org/10.1016/j.techfore.2004.09.002
[10]  Berry, L., Seiders, K. and Grewal, D. (2002) Understanding Service Convenience. Journal of Marketing, 66, 1-17. https://doi.org/10.1509/jmkg.66.3.1.18505
[11]  Copeland, M. (1923) “Relation of Consumers” Buying Habits to Marketing Methods. Harvard Business Review, 1, 282-289.
[12]  Bucklin, L.P. (1965) Retail Strategy and the Classification of Consumer Goods. Journal of Marketing, 27, 50-55. https://doi.org/10.1177/002224296302700110
[13]  Brown, L.G. (1989) The Strategic and Tactical Implications of Convenience in Consumer Product Marketing. Journal of Consumer Marketing, 6, 13-19. https://doi.org/10.1108/EUM0000000002550
[14]  Hamza, V. and Saidalavi, K. (2014) A Study on Online Shopping Experience and Customer Satisfaction. Advances in Management, 7, 38-42.
[15]  Prasad, C. and Aryasri, A. (2009) Determinants of Shopper Behaviour in E-Tailing: An Empirical Analysis. Paradigm, 13, 73-83. https://doi.org/10.1177/0971890720090110
[16]  Parasuraman, A., Zeithaml, V. and Berry, L. (1985) A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50. https://doi.org/10.1177/002224298504900403
[17]  Joseph Cronin, J., Brady, M. and Hult, G. (2000) Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76, 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
[18]  Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22. https://doi.org/10.1177/002224298805200302
[19]  Jiang, P. and Rosenbloom, B. (2005) Customer Intention to Return Online: Price Perception, Attribute-Level Performance, and Satisfaction Unfolding over Time. European Journal of Marketing, 39, 150-174. https://doi.org/10.1108/03090560510572061
[20]  Kim, H.-W., Xu, Y. and Gupta, S. (2012) Which Is More Important in Internet Shopping, Perceived Price or Trust? Electronic Shopping Research and Applications, 11, 241-252. https://doi.org/10.1016/j.elerap.2011.06.003
[21]  Mittal, B. (1989) Measuring Purchase-Decision Involvement. Psychology & Marketing, 6, 147-162. https://doi.org/10.1002/mar.4220060206
[22]  Keaveney, S. (1995) Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59, 71-82. https://doi.org/10.1177/002224299505900206
[23]  Jiradilok, T., Malisuwan, S., Madan, N. and Sivarak, J. (2014) The Impact of Customer Satisfaction on Online Purchasing: A Case Study Analysis in Thailand. Journal of Economics, Business and Management, 2, 5-11. https://doi.org/10.7763/JOEBM.2014.V2.89
[24]  Biswas, A. and Blair, E. (1991) Contextual Effects of Reference Prices in Retail Advertisements. Journal of Marketing, 55, 1-12. https://doi.org/10.1177/002224299105500301
[25]  Liu, C. and Arnett, K. (2000) Exploring the Factors Associated with Web Site Success in the Context of Electronic Shopping. Information & Management, 38, 23-33. https://doi.org/10.1016/S0378-7206(00)00049-5
[26]  Lim, H. and Dubinsky, A. (2004) Consumers’ Perceptions of e-Shopping Characteristics: An Expectancy-Value Approach. Journal of Services Marketing, 18, 500-513. https://doi.org/10.1108/08876040410561839
[27]  Lin, C.-C., Wu, H.-Y. and Chang, Y.-F. (2011) The Critical Factors Impact on Online Customer Satisfaction. Procedia Computer Science, 3, 276-281. https://doi.org/10.1016/j.procs.2010.12.047
[28]  Chen, Z. and Dubinsky, A.J. (2003) A Conceptual Model of Perceived Customer Value in e-Commerce: A Preliminary Investigation. Psychology & Marketing, 20, 323-347. https://doi.org/10.1002/mar.10076
[29]  Keeney, R.L. (1999) The Value of Internet Shopping to the Customer. Management Science, 45, 533-542. https://doi.org/10.1287/mnsc.45.4.533
[30]  Mentzer, T. and Williams, L. (2008) The Role of Logistics Leverage in Marketing Strategy. Journal of Marketing Channels, 8, 29-47. https://doi.org/10.1300/J049v08n03_03
[31]  Kim, S. and Stoel, L. (2004) Apparel Retailers: Web Site Quality Dimensions and Satisfaction. Journal of Retailing and Consumer Services, 11, 109-117. https://doi.org/10.1016/S0969-6989(03)00010-9
[32]  Guo, X., Ling, K.C. and Liu, M. (2012) Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in China. Canadian Center of Science and Education, 8, 40-50. https://doi.org/10.5539/ass.v8n13p40
[33]  Christodoulides, G. and Michaelidou, N. (2010) Shopping Motives as Antecedents of e-Satisfaction and e-Loyalty. Journal of Marketing Management, 27, 181-197. https://doi.org/10.1080/0267257X.2010.489815
[34]  Laudon, K. and Traver, C. (2009) E-Shopping Business. Technology. Society (5 ed.). Prentice Hall, Upper Saddle River.
[35]  Bigné-Alcañiz, E., Ruiz-Mafé, C., Aldás-Manzano, J. and Sanz-Blas, S. (2008) Influence of Online Shopping Information Dependency and Innovativeness on Internet Shopping Adoption. Online Information Review, 32, 648-667. https://doi.org/10.1108/14684520810914025
[36]  Koo, D.-M., Kim, J.-J. and Lee, S.-H. (2008) Personal Values as Underlying Motives of Shopping Online. Asia Pacific Journal of Marketing and Logistics, 20, 156-173. https://doi.org/10.1108/13555850810864533
[37]  Broekhuizen, T. and Huizingh, E. (2009) Online Purchase Determinants: Is Their Effect Moderated by Direct Experience? Management Research News, 32, 440-457. https://doi.org/10.1108/01409170910952949
[38]  Wang, C.L., Zhang, Y., Ye, L. and Nguyen, D.-D. (2005) Subscription to Fee-Based Online Services: What Makes Consumer Pay For Online Content? Journal of Electronic Shopping Research, 6, 304-311.
[39]  Bhatnagar, A., Sanjog, M. and Rao, H.R. (2000) On Risk, Convenience, and Internet Shopping Behavior. Communications of the ACM, 43, 98-105. https://doi.org/10.1145/353360.353371
[40]  Rohm, A.J. and Swaminathan, V. (2004) A Typology of Online Shoppers Based on Shopping Motivations. Journal of Business Research, 57, 748-757. https://doi.org/10.1016/S0148-2963(02)00351-X
[41]  Corbett, J. (2001) Is Online Grocery Shopping Increasing in Strength? Journal of Food Distribution Research, 3, 37-40.
[42]  Morganosky, M.A. and Cude, B.J. (2000) Consumer Response to Online Grocery Shopping. International Journal of Retail & Distribution Management, 28, 17-26. https://doi.org/10.1108/09590550010306737
[43]  Goldsmith, R. and Bridges, E. (2000) E-Tailing vs. Retailing: Using Attitudes to Predict Online Buyer Behavior. Quarterly Journal of Electronic Shopping, 1, 245-253.
[44]  Kim, S. and Lim, Y. (2001) Consumers’ Perceived Importance of and Satisfaction with Internet Shopping. Electronic Markets, 11, 148-154. https://doi.org/10.1080/101967801681007988
[45]  Childers, T.L., Carr, C.L., Peck, J. and Carson, S. (2001) Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing, 77, 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
[46]  Pilík, M. and Juricková, E. (2016) Trust and Security as Significant Factors Influencing On-Line Buying Behaviour in the Czech Republic. Economics Management Innovation, 8, No. 2.
[47]  Eid, M. (2011) Determinants of E-Shopping Customer Satisfaction, Trust, and Loyalty in Saudi Arabia. Journal of Electronic Shopping Research, 12, 78-93.
[48]  Lee, J.-Y. and Jin, C.-H. (2019) The Role of Ethical Marketing Issues in Consumer-Brand Relationship. Sustainability, 11, 6536. https://doi.org/10.3390/su11236536
[49]  Chen, R. and He, F. (2010) Examination of Brand Knowledge, Perceived Risk and Consumers’ Intention to Adopt an Online Retailer. Total Quality Management & Business Excellence, 14, 677-693. https://doi.org/10.1080/1478336032000053825
[50]  Comegys, C., Hannula, M. and Väisänen, J. (2009) Effects of Consumer Trust and Risk on Online Purchase Decision-Making: A Comparison of Finnish and United States Students. International Journal of Management, 26, 295-308.
[51]  Lescher, J.F. (1995) Online Market Research: Cost-Effective Searching of the Internet and Online Databases (Vol. 1). Addison-Wesley Professional, Canada.
[52]  Gefen, D. and Straub, D.W. (2004) Consumer Trust in B2C e-Shopping and the Importance of Social Presence: Experiments in e-Products and e-Services. Omega, 32, 407-424. https://doi.org/10.1016/j.omega.2004.01.006

Full-Text


comments powered by Disqus

Contact Us

service@oalib.com

QQ:3279437679

微信:OALib Journal