Risk and opportunity for online purchase intention – A moderated mediation model investigation

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 期刊論文 > Item 987654321/120461

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题名:	Risk and opportunity for online purchase intention – A moderated mediation model investigation
作者:	Shu-Hsien Liao;Da-Chian Hu;Yu-Chun Chung;An-Pu Huanga
关键词:	Perceived risk;Online purchase intention;Electronic word-of-mouth (e-WOM);Online involvement;Moderated mediated model
日期:	2021-12
上传时间:	2021-04-07 12:11:41 (UTC+8)
摘要:	What is the risk and opportunity for online purchase intention? This study focused on online purchase intention to explore the relationships on the proposed theoretical model for an electronic commerce environment in Taiwan. This study found electronic word-of-mouth plays a fully mediated role between perceived risk and online purchase intention. Online involvement plays a moderated mediating role in the proposed theoretical model. Perceived risk of online purchase intention through electronic word-of-mouth is stronger at low degrees of online involvement than at higher degrees of online involvement for Taiwan’s online consumers. This study concludes online operators might consider encouraging online consumers to participate in online information with a high degree of involvement. Thus, although perceived risk is a risk for online consumers and is harmful to online purchase intention, online operators should turn risks into opportunities for electronic commerce by effectively using the power of online involvement and e-WOM.
關聯:	Telematics and Informatics 62, 101621
显示于类别:	[管理科學學系暨研究所] 期刊論文

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