Effects of Channel Types, Store Name, Brand Name, and Product Categories on Consumers'' Perceived Risk

• Main Authors: Ying-Ju Chen, 陳盈如
• Other Authors: Dungchun Tasi
• Format: Others
• Language: en_US
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/89539235832996365387

碩士 === 國立成功大學 === 國際企業研究所 === 89 === Since the introduction of the Internet in 1991, it prevails over the world. Many corporations, especially those operating globally, realize a much broader range of benefits from the Internet. Most of them treat the Internet as both a communication and a transaction vehicle. Till now, almost every conglomerates have their own web site and provide plentiful information on the Internet, and most of them provide their products on the web sits. However, purchasing on the Internet is still risky to consumers. Consumers’ acceptability of the product categories sold in electronic stores is also an interesting issue. Therefore, this study examined consumers’ perceived risk as the major dependent variable, and investigated the influence of brand name, store name, channel types, and product categories on consumers’ perceived risk. The major findings of the research are presented as follows. First, when consumers purchase in electronic stores, their perceived risk is higher than that in traditional channels. Second, when consumers purchase a product with a less favorable brand name, their perceived risk is higher than the product with a more favorable one. Third, for quasi-commodity products, consumers rely more on brand name to reduce perceived risk in electronic stores than in traditional channels. Fourth, for look-&-feel goods, there is no significant difference on the reliance of brand name between electronic stores and traditional channels. Fifth, the interaction effect of brand name and store name is different between various product categories. Sixth, for look-&-feel goods, the influence of channel types on consumers’ perceived risk is higher than quasi-commodity products.