کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029323 | 942618 | 2012 | 7 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: The role of product brand image and online store image on perceived risks and online purchase intentions for apparel The role of product brand image and online store image on perceived risks and online purchase intentions for apparel](/preview/png/1029323.png)
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.
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 3, May 2012, Pages 325–331