Research Article Open Access

Effects of Information Intermediary Functions of Comparison Shopping Sites on Customer Loyalty

Abstract

Customers are able to enjoy convenience and save time by turning to e-commerce for purchasing services and products. However, the increasing availability of product information and large differences in prices can lead to information overload for customers. Comparison shopping sites can address this problem by allowing customers to make more informed purchase decisions. Comparison shopping sites function as intermediaries, maintaining intentions and encouraging repeat visits. This study evaluates the effects of information intermediary functions of comparison shopping sites on customers’ e-loyalty to comparison shopping sites.

Hyung Seok Lee, Dong Soo Jin, Jemi Choi

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