What question did this study set out to answer?

To examine the causal relationships between brand knowledge, perceived risk, online search behavior, and consumer intention to adopt an online retailer.

August 1, 2003Total Quality Management & Business Excellence

Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer

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Authors

RCRong ChenShenzhen Academy of Robotics FHFeng HeJiangnan University

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Implication

Survey study demonstrates that brand knowledge increases online retailer adoption in consumers, suggesting that mitigating perceived risk prevents shoppers from seeking rival alternatives.

Key Points

To examine the causal relationships between brand knowledge, perceived risk, online search behavior, and consumer intention to adopt an online retailer.
Conducted an online survey assessing brand knowledge, perceived risk, information search actions, and retailer adoption intentions.
Analyzed survey data using structural equation modeling while controlling for demographic variables, internet use frequency, and risk preferences.
Brand knowledge exerts a direct and positive effect on consumer intention to adopt an online retailer.
The effect of brand knowledge on adoption intention is substantially mediated by perceived risk.
Perceived risk positively relates to online search actions, which expands consumer exposure to alternative retail choices.

Cite This Study

Chen et al. (2003) studied this question.

synapsesocial.com/papers/6a16317ff9004307dec1f63d https://doi.org/10.1080/1478336032000053825

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Implication

Survey study demonstrates that brand knowledge increases online retailer adoption in consumers, suggesting that mitigating perceived risk prevents shoppers from seeking rival alternatives.

Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer

Discussion

Member takes

Implication

Key Points

Cite This Study

Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer

Discussion

Member takes

Implication

Key Points

Cite This Study

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