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Title:
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CAN BRAND IMAGE AND INFORMATION SEARCH MEDIATE THE RISKS ASSOCIATED WITH ONLINE PURCHASING ON A GENERICALLY-BRANDED WEBSITE? |
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Author(s):
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S. Ward , C. Schlechter , C. Boshoff |
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ISBN:
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978-972-8939-07-6 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Risk, online buying, brand image, information search |
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Type:
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Short Paper |
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First Page:
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405 |
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Last Page:
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409 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The primary purpose of this study was to investigate the perceived risks associated with intention to purchase online on a
generically-branded website. A secondary objective of this study 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 (also called Functional risk by some authors) influences the
intentions to purchase on a generically-branded website. |
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