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

Julian Ming Sung Cheng, Edward Shih Tse Wang, Julia Ying Chao Lin, Lily S.L. Chen, Wen Hsien Huang

Research output: Contribution to journalArticlepeer-review

29 Scopus citations

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.

Original languageEnglish
Pages (from-to)420-428
Number of pages9
JournalJournal of Retailing and Consumer Services
Volume15
Issue number5
DOIs
StatePublished - Sep 2008

Keywords

  • Brand equity
  • Online shopping
  • Perceived risk

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