The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/24033

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题名:	The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention
作者:	Wu, WY (Wu, Wann-Yih) Huang, PC (Huang, Po-Ching) Fu, CS (Fu, Chen-Su)
贡献者:	Chinese Culture Univ
关键词:	Online auction e-retailer reputation perceived risk attitude toward the website purchase intention involvement
日期:	2011-06
上传时间:	2013-01-17 15:43:09 (UTC+8)
摘要:	Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) x 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided
關聯:	SCANDINAVIAN JOURNAL OF PSYCHOLOGY Volume: 52 Issue: 3 Pages: 290-302
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

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