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

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.

Automated summary

Thanks to constant improvement in software packages, apps, and technologies, creating and improving websites has become easier. Problems faced by website users include excess or lack of information, inappropriate layout of website management, inefficiency of additional functions, and excess of visual material. The type of business can affect decision outcomes and influence consumer satisfaction and trust. This study examines consumer satisfaction and trust with C2C websites and proposes an analytical model that links website quality indicators to consumer satisfaction and trust. The results show a positive effect of website quality on consumer trust and satisfaction, mediated partly by consumer trust. C2C websites should understand consumer expectations regarding website quality for online shopping to attract and retain consumers.