Ibrahim, Syarafina and Mohd Suki, Norazah and Harun, Amran
(2014)
Structural Relationships Between Perceived
Risk And Consumers Unwillingness To Buy
Home Appliances Online With Moderation Of
Online Consumer Reviews.
Asian Academy of Management Journal (AAMJ), 19 (1).
pp. 1-20.
ISSN 1394-2603
Abstract
This study aims to examine the effect of perceived risk factors (i.e. perceived performance
risk, financial risk, time-loss risk, psychological risk and source risk) on consumers'
unwillingness to buy home appliances online. The moderation of online consumer reviews
with the relationship between perceived risk and consumers' unwillingness to buy home
appliances online is also investigated. Results via the Structural Equation Modelling
(SEM) technique revealed that perceived performance risk influences consumers'
likelihood of not buying home appliances online, as the consumers are themselves unable
to touch, see and hear the product. Online consumer reviews have also been found to
moderate this relationship. The present study provides important practical contributions
that allow retailers and internet marketers to understand consumers' perceptions and
behaviours regarding consumer risk perception and to determine which type of risk is
most important to address in order to increase the consumers' likelihood of buying home
appliances online. This paper also presents a direction for future research.
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