 The role of product brand image and online store image on perceived risks and online purchase intentions for apparelAghekyan-Simonian, Mariné, Sandra Forsythe, Wi Suk Kwon and Veena Chattaraman Journal of Retailing and Consumer Services, 2012, vol. 19, issue 3, 325-331 Abstract: Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping. Keywords: Product brand image; Online store image; Perceived risks (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:3:p:325-331 DOI: 10.1016/j.jretconser.2012.03.006 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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