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Identifying the determinants of online retail patronage: A perceived-risk perspective

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  • Davari, Arezoo
  • Iyer, Pramod
  • Rokonuzzaman, Md

Abstract

The literature has examined the determinants of retail patronage from various perspectives, however, its online counterpart has received less attention. This study adapts a perceived-risk perspective to identify the antecedents of online retailers’ service quality and subsequent online patronage behavior. In addition, the contextual role of security concerns is also examined. Data were collected from online shoppers, and PLS-SEM was used for analysis. The results indicate that product quality, price transparency, and website convenience are positively associated with service quality. In addition, security concerns negatively moderate the relationship between service quality and online retail patronage. Implications for research and managers are discussed.

Suggested Citation

  • Davari, Arezoo & Iyer, Pramod & Rokonuzzaman, Md, 2016. "Identifying the determinants of online retail patronage: A perceived-risk perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 186-193.
    • Handle: RePEc:eee:joreco:v:33:y:2016:i:c:p:186-193
    DOI: 10.1016/j.jretconser.2016.08.009
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    Cited by:

    1. Zhenjie Wang & Chunling Zhu & Shanwu Tian & Ping Li, 2019. "Differentiation and pricing power of online retailers," Frontiers of Business Research in China, Springer, vol. 13(1), pages 1-20, December.
    2. Dorai, Sriram & Balasubramanian, Nataraj & Sivakumaran, Bharadhwaj, 2021. "Enhancing relationships in e-tail: Role of relationship quality and duration," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Jain, Nikunj Kumar & Gajjar, Hasmukh & Shah, Bhavin J., 2021. "Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction, payment options, gender and returning experience," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Yokoyama, Narimasa & Azuma, Nobukazu & Kim, Woonho, 2022. "Moderating effect of customer's retail format perception on customer satisfaction formation: An empirical study of mini-supermarkets in an urban retail market setting," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Javed, Muhammad Kashif & Wu, Min, 2020. "Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    7. Sarkar, Biswajit & Dey, Bikash Koli, 2023. "Is online-to-offline customer care support essential for consumer service?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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