TY - JOUR
T1 - Do extrinsic cues affect purchase risk at international e-tailers
T2 - The mediating effect of perceived e-tailer service quality
AU - Cheng, Julian Ming Sung
AU - Wang, Edward Shih Tse
AU - Lin, Julia Ying Chao
AU - Chen, Lily S.L.
AU - Huang, Wen Hsien
N1 - Funding Information:
The support of Taiwan's National Science Council is gratefully acknowledged. The current research is part of the research project number (NCU 95-2416-H-008-018) of Taiwan's National Science Council.
PY - 2008/9
Y1 - 2008/9
N2 - 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.
AB - 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.
KW - Brand equity
KW - Online shopping
KW - Perceived risk
UR - http://www.scopus.com/inward/record.url?scp=44649176338&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2007.11.001
DO - 10.1016/j.jretconser.2007.11.001
M3 - 期刊論文
AN - SCOPUS:44649176338
SN - 0969-6989
VL - 15
SP - 420
EP - 428
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 5
ER -