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Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality

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  • Cheng, Julian Ming-Sung
  • Wang, Edward Shih-Tse
  • Lin, Julia Ying-Chao
  • Chen, Lily S.L.
  • Huang, Wen Hsien

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.

Suggested Citation

  • Cheng, Julian Ming-Sung & Wang, Edward Shih-Tse & Lin, Julia Ying-Chao & Chen, Lily S.L. & Huang, Wen Hsien, 2008. "Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 420-428.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:5:p:420-428
    DOI: 10.1016/j.jretconser.2007.11.001
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    References listed on IDEAS

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    Cited by:

    1. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.
    2. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    3. Premazzi, Katia & Castaldo, Sandro & Grosso, Monica & Hofacker, Charles, 2010. "Supporting retailers to exploit online settings for internationalization: The different role of trust and compensation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 229-240.
    4. Bonnin, Gaël, 2020. "The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Swagato Chatterjee, 2020. "Signalling Service Quality through Price and Certifications," Global Business Review, International Management Institute, vol. 21(1), pages 279-293, February.
    6. Liu, Chuanlan & Forsythe, Sandra, 2011. "Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 101-109.
    7. Park, Sangwon & Nicolau, Juan L., 2015. "Asymmetric effects of online consumer reviews," Annals of Tourism Research, Elsevier, vol. 50(C), pages 67-83.
    8. Lingli Luo & Xufei Ma & Zeyu Wang, 2022. "The moderate-reputation trap: Evidence from a Chinese cross-border business-to-business e-commerce portal," Asia Pacific Journal of Management, Springer, vol. 39(2), pages 395-432, June.

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