Consumer decision-making styles extension to trust-based product comparison site usage model

The paper describes an implementation of extended consumer decision-making styles concept in explaining consumer choices made in product comparison site environment in the context of trust-based information technology acceptance model. Previous research proved that trust-based acceptance model is useful in explaining purchase intention and anticipated satisfaction in product comparison site environment, as an example of online decision shopping aids. Trust to such aids is important in explaining their usage by consumers. The connections between consumer decision-making styles, product and sellers opinions usage, cognitive and affective trust toward online product comparison site, as well as choice outcomes (purchase intention and brand choice) are explored trough structural equation models using pls-sem approach, using a sample of 461 young consumers. Research confirmed the validity of research model in explaining product comparison usage, and some consumer decision-making styles influenced consumers’ choices and purchase intention. Product and sellers reviews usage were partially mediating mentioned relationships.