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 and Wen Hsien Huang

Journal of Retailing and Consumer Services, 2008, vol. 15, issue 5, 420-428

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.

Keywords: Brand equity; Perceived risk; Online shopping (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:15:y:2008:i:5:p:420-428

DOI: 10.1016/j.jretconser.2007.11.001

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