Abstract
Customers often use environment price comparison sites when they want to buy some product or service over the Internet. These sites help them while searching of products or services, give them an overview on prices, and other pieces of information. Moreover, they also can affect consumers' perception of the risks associated with online buying. The purpose of this study is to develop a theoretical model which would explain the factors influencing the intentions of online buyers to purchase in situation when they use price comparison sites. The price consciousness, perception of quality of delivery, reputation and risk perception were seen as factors influencing the purchase intention of online buyers. The results show that information provided by online price comparison site positively influences the perception of online shoppers, and play a positive role in reducing risk and increasing purchase intention of consumers.
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