Why consumers are reluctant to buy home appliance online?The effect of perceived risk and moderating role of online consumer review

Ervinah Kebahi @ Syarafina Ibrahim, (2012) Why consumers are reluctant to buy home appliance online?The effect of perceived risk and moderating role of online consumer review. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study aims to determine whether perceived risk has an effect on consumer's likelihood not to buy home appliance through the internet. The perceived risk dimensions used are perceived financial risk, perceived performance risk, perceived time-loss risk, perceived psychological risk and perceived source risk. With a sample of 192 respondents gathered by non-probability sampling, data were analyzed using Statistical Package for Social Sciences (SPSS) version 20 and Structural Equation Modeling (SEM) using Analysis of Moment Structure (AMOS). This study shows that there is an effect of perceived performance risk on consumer's likelihood not to buy home appliances online. Positive significant relationship was found between perceived performance risk and consumer's unwillingness to buy though online. Moreover, online consumer review has been found to moderate the relationship. Future research can be conducted on similar study of perceived risk and purchase intention on other products or different moderator such as family status, cultural background and level of education.

Item Type:Thesis (Masters)
Uncontrolled Keywords:home appliance, online, consumer review, reluctant to buy
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:6093
Deposited By:IR Admin
Deposited On:27 May 2013 08:32
Last Modified:27 May 2013 08:32

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