STYLE PODEJMOWANIA DECYZJI ZAKUPOWYCH A ZACHOWANIA KONSUMENTÓW W SYMULOWANYCH ZAKUPACH W ŚRODOWISKU PORÓWNYWARKI CENOWEJ
CONSUMER DECISION-MAKING STYLES VS. CONSUMER BEHAVIOR IN SIMULATED SHOPPING IN THE ENVIRONMENT OF PRICE COMPARISON WEBSITES

Summary/Abstract: The paper presents the concept and the results of exploratory study on the impact of consumer decision-making styles on consumer behavior in simulated purchasing situation requiring the use of a price comparison site. By using the modified technology acceptance model based on trust, enriched with consumer decision-making styles, the structural equations model was obtained, estimated by PLS-SEM. Research results suggest that the impact of consumer decision-making styles on prices comparison site adoption varies from fairly strong for price-value conscious consumers, perfectionistic ones and confused by overchoice ones, to the weaker for brand conscious, recreational shopping conscious and eco-sensitive consumers. As a result, consumer personality traits measured by consumer decision-making styles affect the use of price comparison site, as internet shopping aid.

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