IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i21p14302-d960559.html
   My bibliography  Save this article

Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers

Author

Listed:
  • Veronika Škerháková

    (Faculty of Management and Business, University of Prešov, Konštantínová 16, 08001 Prešov, Slovakia)

  • Viktória Ali Taha

    (Faculty of Management and Business, University of Prešov, Konštantínová 16, 08001 Prešov, Slovakia)

  • Denis Tirpák

    (Faculty of Management and Business, University of Prešov, Konštantínová 16, 08001 Prešov, Slovakia)

  • Štefan Kráľ

    (Faculty of Management and Business, University of Prešov, Konštantínová 16, 08001 Prešov, Slovakia)

Abstract

The COVID-19 pandemic rapidly accelerated digitization in all fields of trading, especially in the B2C sector. The pandemic restrictions deepened the era of social distancing between young consumers and drew them further into the online environment, which allowed e-merchants to impress them even more, and with more ease, with the use of suitable online marketing communication. The overabundance of e-shops on the market may be very confusing for the consumer at this time, meaning that the corporate online reputation and its sustainability has never been as important as it is now. The investigation of online shopping consumer behavior and the factors that determine it is at the center of interest in both academic and practical spheres. In our study, we focused in more detail on investigating the relationship between the online shopping consumer behavior of young consumers and the perceived reputation of an e-shop in the era of digitization. The research sample consisted of 633 young consumer respondents. The method of exploratory factor analysis (EFA) was used in order to investigate the factors of online shopping consumer behavior, and the method of Ordinary Least Squared (OLS) model regression analysis was used to evaluate the relationships between individual factors and the perceived reputation of an e-shop. According to the results of EFA, four factors were identified: digital security, e-shop services, e-trust, and social responsibility and promotion. Subsequent testing confirmed the significant relationship between factors of online shopping consumer behavior and the perceived reputation of an e-shop in five cases.

Suggested Citation

  • Veronika Škerháková & Viktória Ali Taha & Denis Tirpák & Štefan Kráľ, 2022. "Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers," Sustainability, MDPI, vol. 14(21), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14302-:d:960559
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/21/14302/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/21/14302/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sanneke Kuipers & Michael Schonheit, 2022. "Data Breaches and Effective Crisis Communication: A Comparative Analysis of Corporate Reputational Crises," Corporate Reputation Review, Palgrave Macmillan, vol. 25(3), pages 176-197, August.
    2. František Pollák & Peter Markovič, 2022. "Challenges for Corporate Reputation—Online Reputation Management in Times of Global Pandemic," JRFM, MDPI, vol. 15(6), pages 1-18, June.
    3. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    4. Umair Akram & Melinda Timea Fülöp & Adriana Tiron-Tudor & Dan Ioan Topor & Sorinel Căpușneanu, 2021. "Impact of Digitalization on Customers’ Well-Being in the Pandemic Period: Challenges and Opportunities for the Retail Industry," IJERPH, MDPI, vol. 18(14), pages 1-21, July.
    5. Robert Stefko & Radovan Bacik & Igor Fedorko & Richard Fedorko, 2015. "An Analysis Of Perceived Topicality Of Website Content Influence In Terms Of Reputation Management," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 177-185, DEcember.
    6. Richard Fedorko, 2022. "Identification of the Factors Affecting the Frequency of Online Shopping of Millennial and Post-Millennial consumers," GATR Journals jber219, Global Academy of Training and Research (GATR) Enterprise.
    7. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    8. Mª Del Mar Ramos-González & Mercedes Rubio-Andrés & Miguel Ángel Sastre-Castillo, 2017. "Building Corporate Reputation through Sustainable Entrepreneurship: The Mediating Effect of Ethical Behavior," Sustainability, MDPI, vol. 9(9), pages 1-19, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    2. Elena Bonel & Mauro Capestro & Eleonora Di Maria, 2023. "How COVID-19 impacted cultural consumption: an explorative analysis of Gen Z’s digital museum experiences," Italian Journal of Marketing, Springer, vol. 2023(2), pages 135-160, June.
    3. Mario Morales-Parragué & Luis Araya-Castillo & Fidel Molina-Luque & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Research on Corporate Social Responsibility," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    4. Roberta Capello & Andrea Caragliu, 2021. "Regional growth and disparities in a post‐COVID Europe: A new normality scenario," Journal of Regional Science, Wiley Blackwell, vol. 61(4), pages 710-727, September.
    5. Mauro Bambi & Daria Ghilli & Fausto Gozzi & Marta Leocata, 2021. "Habits and demand changes after COVID-19," Papers 2107.00909, arXiv.org, revised Mar 2022.
    6. Peluso, Alessandro M. & Pichierri, Marco & Pino, Giovanni, 2021. "Age-related effects on environmentally sustainable purchases at the time of COVID-19: Evidence from Italy," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    7. Shunying Zhao & Qiang Yang & Hohjin Im & Baojuan Ye & Yadi Zeng & Zhinan Chen & Lu Liu & Dawu Huang, 2022. "The impulsive online shopper: effects of COVID-19 burnout, uncertainty, self-control, and online shopping trust," Future Business Journal, Springer, vol. 8(1), pages 1-15, December.
    8. Lim, Chulmin & Rowsell, Joe & Kim, Seongcheol, 2023. "Exploring the killer domains to create new value: A Comparative case study of Canadian and Korean telcos," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277998, International Telecommunications Society (ITS).
    9. Yu, Jingru & Xie, Ningke & Zhu, Jiangtao & Qian, Yiwei & Zheng, Sijing & Chen, Xiqun (Michael), 2022. "Exploring impacts of COVID-19 on city-wide taxi and ride-sourcing markets: Evidence from Ningbo, China," Transport Policy, Elsevier, vol. 115(C), pages 220-238.
    10. Markovic, Stefan & Koporcic, Nikolina & Arslanagic-Kalajdzic, Maja & Kadic-Maglajlic, Selma & Bagherzadeh, Mehdi & Islam, Nazrul, 2021. "Business-to-business open innovation: COVID-19 lessons for small and medium-sized enterprises from emerging markets," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    11. Viktória VIDA & Péter POPOVICS, 2020. "Impact Of The Covid-19 On Behaviour: A Survey Of Different Aspects Of Life Of The Hungarian Population," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 161-174, December.
    12. Kochaniak, Katarzyna & Ulman, Paweł & Zajkowski, Robert, 2023. "Effectiveness of COVID-19 state aid for microenterprises in Poland," International Review of Economics & Finance, Elsevier, vol. 86(C), pages 483-497.
    13. Hasan Bakhshi & Salvatore Novo & Giorgio Fazio, 2023. "The “Great Lockdown” and cultural consumption in the UK," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 47(4), pages 555-587, December.
    14. Ascensión Barroso & Óscar R. González-López & Ramón Sanguino & María Buenadicha-Mateos, 2018. "Analysis and Evaluation of the Largest 500 Family Firms’ Websites through PLS-SEM Technique," Sustainability, MDPI, vol. 10(2), pages 1-22, February.
    15. Folajimi Ashiru & Franklin Nakpodia & Jacqueline J You, 2023. "Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs," Annals of Operations Research, Springer, vol. 327(2), pages 795-823, August.
    16. Mainardes, Emerson Wagner & Coutinho, Ananda Raquel Silva & Alves, Helena Maria Batista, 2023. "The influence of the ethics of E-retailers on online customer experience and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Liu, Hongfei & Liu, Wentong & Yoganathan, Vignesh & Osburg, Victoria-Sophie, 2021. "COVID-19 information overload and generation Z's social media discontinuance intention during the pandemic lockdown," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    18. Herjanto, Halimin & Amin, Muslim & Purington, Elizabeth F., 2021. "Panic buying: The effect of thinking style and situational ambiguity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Silva, Emmanuel Sirimal & Bonetti, Francesca, 2021. "Digital humans in fashion: Will consumers interact?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    20. Mustafa Ozkan & Kemal Cek & Serife Z. Eyupoglu, 2022. "Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification," Sustainability, MDPI, vol. 14(9), pages 1-13, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14302-:d:960559. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.