<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Thanks to constantly improving software packages, apps, and technologies themselves, creating and improving websites has become much easier. Excess or lack of information, inappropriate layout of website management, inefficiency of additional functions, excess of visual material - these are the problems faced by website users. These problems are usually not of a technological nature, so the change in technology will not determine what the user wants and what problems he faces. However, studies have ignored the fact that the type of business can affect decision outcomes (i.e., website evaluation) may also influence the perceived satisfaction and trust. This article examines consumer satisfaction and trust with services provided by the C2C websites. This study first proposes an analytical model that contains website quality indicators of consumer satisfaction and trust. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. The results showed a positive effect of website quality on consumer trust and satisfaction, which was partially mediated through consumer trust. Moreover, consumer trust had a positive association with all website quality indicators and satisfaction. The C2C website business should understand the consumer’s website quality expectations with respect to online shopping, to attract new consumers and to retain their existing consumers.</p>
</abstract>

Thanks to constantly improving software packages, apps, and technologies themselves, creating and improving websites has become much easier. Excess or lack of information, inappropriate layout of website management, inefficiency of additional functions, excess of visual material - these are the problems faced by website users. These problems are usually not of a technological nature, so the change in technology will not determine what the user wants and what problems he faces. However, studies have ignored the fact that the type of business can affect decision outcomes (i.e., website evaluation) may also influence the perceived satisfaction and trust. This article examines consumer satisfaction and trust with services provided by the C2C websites. This study first proposes an analytical model that contains website quality indicators of consumer satisfaction and trust. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. The results showed a positive effect of website quality on consumer trust and satisfaction, which was partially mediated through consumer trust. Moreover, consumer trust had a positive association with all website quality indicators and satisfaction. The C2C website business should understand the consumer’s website quality expectations with respect to online shopping, to attract new consumers and to retain their existing consumers.

The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania

Lithuanian Sports University, Vilnius University

Management & Marketing

This work is licensed under the Creative Commons Attribution 4.0 International License.

Thanks to constantly improving software packages, apps, and technologies themselves, creating and improving websites has become much easier. Excess or lack of...

The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania

Published Online: Jun 28, 2023

Page range: 113 - 126

DOI: https://doi.org/10.2478/mmcks-2023-0007

Keywords
services quality, system quality, content quality, C2C

© 2023 Antanas Ūsas et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

The impact of quality of C2C online store on consumer satisfaction: an empirical study in Lithuania

Published Online: Jun 28, 2023

Page range: 113 - 126

DOI: https://doi.org/10.2478/mmcks-2023-0007

Keywordsservices quality, system quality, content quality, C2C

© 2023 Antanas Ūsas et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
services quality, system quality, content quality, C2C