The mediating role of consumer trust in an online merchant in predicting purchase intention

被引：255

作者：

Hong, Ilyoo B. ^{[1
]}

Cha, Hoon S. ^{[1
]}

机构：

[1] Chung Ang Univ, Coll Business & Econ, Seoul 156756, South Korea

来源：

INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT | 2013年 / 33卷 / 06期

关键词：

Online shopping; e-Commerce; Perceived risk; Trust; Purchase intention; PERCEIVED RISK; E-COMMERCE; MODERATOR; MODELS;

D O I：

10.1016/j.ijinfomgt.2013.08.007

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

It is widely known in related literature that trust in a merchant reduces the perceived risk of an online transaction. However, there are theoretical reasons to postulate that the perceived risk acts as a barrier to consumer trust. Furthermore, existing studies suggest that trust is an important predictor of purchase intention. Thus, this research aims at investigating the mediating role of consumer trust in an online merchant in the relationships between components of perceived risk and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. When we probed the total effect, the findings revealed that performance, psychological, financial, and online payment risks have a significant negative influence on purchase intention. On the other hand, an examination of the mediation effect indicated that trust in an online merchant completely mediates the effect of performance risk, but partially mediates that of the psychological risk. Given the mixture of unmediated as well as mediated effect of perceived risks on purchase intention, the paper concludes that efforts, made by online merchants, to lessen certain types of risk will first improve consumer trust, and then ultimately, increase consumer's intention to buy online. (C) 2013 Elsevier Ltd. All rights reserved.

引用

页码：927 / 939

页数：13

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