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n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The mediating effect of brand image and information search intentions on the perceived risks associated with online purchasing on a generically-branded website

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Abstract

Against the background of the slow adoption of the Internet as a channel of retail distribution, the primary objective of this study was to investigate perceived risks associated with intention to purchase online on a generically-branded website. A secondary objective was to examine the influence of brand image and information search behaviour on perceived risk, by investigating whether these two variables can act as intervening variables in influencing consumer intention to purchase on a generically-branded website.


Of the different types of risk perceptions investigated in this study, only performance risk influenced the intentions to purchase on a generically-branded website. The study also found that brand image mediated the influence of performance risk on intentions to purchase on a generically-branded website. Enhancing the brand image would thus lower concerns about the performance risk associated with a generically-branded website. Information search intentions did not, however, mediate the influence of performance risk on intentions to purchase on a generically-branded website. Thus, adding additional information on the website that consumers may find useful will not reduce performance risk or increase intentions to buy.

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/content/mandyn/18/4/EJC69754
2009-01-01
2016-12-06
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