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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/64999
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| 題名: | Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality |
| 作者: | 陳水蓮;Cheng, Ming-sung;Wang, S-T;Lin, Y-C;Huang, W-H. |
| 貢獻者: | 淡江大學經營決策學系 |
| 關鍵詞: | Brand equity;Perceived risk;Online shopping |
| 日期: | 2008-02-01 |
| 上傳時間: | 2011-10-20 16:19:56 (UTC+8) |
| 摘要: | The inherent nature of the international e-tailing environment leads to the consideration of purchase risk. In this study, an attempt is made to investigate the effect of three extrinsic cues, e-tailer brand equity, Country-Of-e-tailers (COE) and guarantee quality, within such an environment in Taiwan. The research findings support the proposed hypotheses that these exogenous factors affect a mediator, i.e., perceived e-tailer service quality, which in turn affects purchase risk perceived by online shoppers in a borderless marketplace. In conclusion, managerial implications of the research results as well as future research directions are presented and discussed. |
| 關聯: | Journal of Retailing and Consumer Services15, pp.9 |
| DOI: | 10.1016/j.jretconser.2007.11.001 |
| 顯示於類別: | [管理科學學系暨研究所] 期刊論文
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