| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === The scale of e-commerce market in Taiwan has been expanded dramatically due to the increase of online shopping population and the improved security of online transaction mechanisms. One of the fasting growing product categories in cyberspace is cosmetics; and PayEasy’s private label is the most noticeable exemplar in this product category. PayEasy and the endorser Niner together create the online private label of cosmetics and it has become very successful in Taiwan. After observing this phenomenon, we are thus interested in finding out how the endorser’s credibility and trustworthiness of the online firm affect consumers’ risk perception of private label. Furthermore, this study investigates the relationship between risk perception of private label and purchase intension. Survey questionnaire is employed to collect data for this research. Three hundred and thirty five female respondents who has known Niuer and ever visited PayEasy .com are included in this study. The results of statistical analyses indicate that the endorser’s credibility negatively relates to risk perception of the private label. Nevertheless, the endorser’s credibility can significantly reduce only customers’ perceived financial, social and psychological risks. In addition, trustworthiness of the online firm’s has a significant and negative effect on all five risk perceptions. The endorser can enhance consumers’ likeability toward the online private label; however, the endorser cannot eliminate customers’ skepticism about the product quality. Thus consumers have to trust the online firm before they could actually develop a sense of reliability on the firm’s products. Finally managerial implications and directions for future research are also discussed.
|
|---|
