Effect of brand name on consumers' risk perceptions of online shopping

Huang, Wei-Che; Schrank, Holly L.; Dubinsky, Alan J.

doi:10.1002/cb.156

Cited by 164 publications

(105 citation statements)

References 34 publications

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“…Similarly, the fear of monetary loss linked to the perception of financial risk is reinforced, even under the effects of sales promotions (Dholakia, 2000;Huang, Schrank, & Dubinsky, 2004).…”

Section: Figure 3 Moderation In H5mentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.

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Section: Figure 3 Moderation In H5mentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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show abstract

“…Their risk perception about global brands they use and quality perception were measured. Six statements developed by Huang et al (2004) in Likert-like scale were rated by respondents, anchored at each end with 'very strongly agree' and 'very strongly disagree' with the statement. First, Exploratory Factor Analysis was carried out about the perceived risk scale.…”

Section: Methodology and Findingsmentioning

confidence: 99%

“…During the transaction firms collect and store consumers' personal information to use in developing new products and marketing strategies. Thus, privacy and security problems are critical issues for consumers, which have received so much attention in previous studies (Lee and Clark, 1997;Huang et al, 2004). Sharing personal information creates risk for the consumers in the transactions and especially when the other side is a 'foreigner', this risk perception might be higher particularly in the transactions done on the Internet.…”

Section: Literature Reviewmentioning

confidence: 99%

Turkish Consumers’ Risk Perception towards Global Computer Brands

Apaydin¹,

Köksal²

2011

IJMS

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Many researches in the literature highlight the risk reducing function of brands due to additional associations they embrace. Being a global brand, a product conveys additional associations which have the potential to hinder risk perceptions of consumers in general. This paper examines the global brands' risk reducing impact on Turkish consumers regarding global computer brands. It is suggested in this paper that global computer brands convey some additional associations which increase the brand equity, thus providing competitive advantage over local ones. An empirical research was conducted to test the hypotheses and some analytical techniques were utilized to test the proposed hypotheses. The results reveal that Turkish consumers consider global computer brands as strong in terms of after sales service and quality. However, global computer brands do not differentiate from global brands in terms of handling customer complaints.

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“…Therefore, author such as (Javadi et al, 2012) suggest e-retailers should provide the insurance for e-buyer. Other than that, some of the retail also can provide contact details and company address (Huseynov & Yildirim, 2014) and detail product information to reduce the anxiety of customer feeling (Huang et al, 2004). Besides, e-retailers also can provide the website which is user friendly for all customers.…”

Section: Recommendationmentioning

confidence: 99%

“…Besides, e-retailers also can provide the website which is user friendly for all customers. By doing this, online retailers can persuade consumer to spend more time on the website to comparing the product price and product specifications (Huang et al, 2004). …”

Section: Recommendationmentioning

confidence: 99%

The Risk Faced by Consumers in E-Retailing

Morad¹,

Raman²

2015

IJABM

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In global world, internet gives a big impact to the retailer, businessman and shops to run their business through online. Online shopping is convenient, save time and offer cheaper cost to the customer. By providing online store, many customers will faced multiple issues. The purpose of the study is to identify the risk faced by consumer in E-shopping. To identify the risk that customer might face in online retail

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Effect of brand name on consumers' risk perceptions of online shopping

Cited by 164 publications

References 34 publications

Moderating Effects of Sales Promotion Types

Moderating Effects of Sales Promotion Types

Turkish Consumers’ Risk Perception towards Global Computer Brands

The Risk Faced by Consumers in E-Retailing

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