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. Data
is collected from 200 respondents through
questionnaires in Lahore, Pakistan.
Multiple regression is employed to analyze
the data. Results via the multiple regression
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 behaviors
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.
MUBBSHER MUNAWAR KHAN, SANYA ALI AHMAD. (2016) MODERATION OF ONLINE CONSUMERS’ REVIEW ON RELATIONSHIP BETWEEN PERCEIVED RISK AND CONSUMERS’ UNWILLINGNESS TO BUY HOME APPLIANCES ONLINE, Paradigms , Vol 10, Issue 2 .
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