Mediating Role of Company Information in the Relationships among Perceived Risks and Purchase Intentions in an Online Retailing Context

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2019-01-02 DOI:10.1080/15332667.2018.1534056

V. Gautam, Vikram Sharma

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引用次数: 9

Abstract

Abstract The exponential growth of the online retail sector has attracted the attention of researchers across the globe. Understanding the consumer decision-making process in an online retail context is of vital importance to all online retailers. The objective of this study was to examine the direct and indirect impacts of perceived risks on consumers’ purchase intentions in an online shopping context. This study applied structural equation modeling to test the study model with data from 234 samples. We found a significant negative full mediating impact of performance risk, financial risk, physical risk, and psychological risk on consumers’ purchase intentions. Moreover, we found a partial mediating impact of social risk on purchase intentions. However, we did not find a mediating impact of time risk on purchase intentions. These empirical results may help online retailers to better understand their consumers, their intentions to purchase, and their level of risk perceptions. Accordingly, online marketers can frame contemporary strategies to attract retail customers, leading to greater profitability of the organization.

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网络零售情境下公司信息在感知风险与购买意愿关系中的中介作用

摘要在线零售业的指数级增长吸引了全球研究人员的注意。了解在线零售环境中的消费者决策过程对所有在线零售商至关重要。本研究的目的是检验在线购物环境中感知风险对消费者购买意愿的直接和间接影响。本研究采用结构方程模型，用234个样本的数据对研究模型进行了检验。我们发现，绩效风险、财务风险、身体风险和心理风险对消费者的购买意愿有显著的负向全中介影响。此外，我们发现社会风险对购买意愿有部分中介影响。然而，我们没有发现时间风险对购买意愿的中介影响。这些实证结果可能有助于在线零售商更好地了解他们的消费者、他们的购买意图以及他们的风险感知水平。因此，在线营销人员可以制定当代战略来吸引零售客户，从而提高组织的盈利能力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.