Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029412 | Journal of Retailing and Consumer Services | 2008 | 9 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Julian Ming-Sung Cheng, Edward Shih-Tse Wang, Julia Ying-Chao Lin, Lily S.L. Chen, Wen Hsien Huang,