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  • 标题:Structural Relationships between Perceived Risk and Consumers Unwillingness to Buy Home Appliances Online with Moderation of Online Consumer Reviews
  • 本地全文:下载
  • 作者:Syarafina Ibrahim ; Norazah Mohd Suki ; Amran Harun
  • 期刊名称:Asian Academy of Management Journal
  • 印刷版ISSN:1394-2603
  • 电子版ISSN:1985-8280
  • 出版年度:2014
  • 卷号:19
  • 期号:1
  • 页码:73-92
  • 出版社:Universiti Sains Malaysia Press
  • 摘要:This study aims to examine the effect of perceived risk factors (i.e. perceived performance risk, financial risk, time-loss risk, psychological risk and source risk) on consumers' unwillingness to buy home appliances online. The moderation of online consumer reviews with the relationship between perceived risk and consumers' unwillingness to buy home appliances online is also investigated. Results via the Structural Equation Modelling (SEM) technique revealed that perceived performance risk influences consumers' likelihood of not buying home appliances online, as the consumers are themselves unable to touch, see and hear the product. Online consumer reviews have also been found to moderate this relationship. The present study provides important practical contributions that allow retailers and internet marketers to understand consumers' perceptions and behaviours regarding consumer risk perception and to determine which type of risk is most important to address in order to increase the consumers' likelihood of buying home appliances online. This paper also presents a direction for future research.
  • 关键词:Consumer behaviour; perceived risk; online shopping; Structural Equation Modelling
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