Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality

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Title:	Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality
Authors:	陳水蓮;Cheng, Ming-sung;Wang, S-T;Lin, Y-C;Huang, W-H.
Contributors:	淡江大學經營決策學系
Keywords:	Brand equity;Perceived risk;Online shopping
Date:	2008-02-01
Issue Date:	2011-10-20 16:19:56 (UTC+8)
Abstract:	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.
Relation:	Journal of Retailing and Consumer Services15, pp.9
DOI:	10.1016/j.jretconser.2007.11.001
Appears in Collections:	[Department of Management Sciences] Journal Article

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