||The Influence of Online Auction’s Product Price and E-retailer Reputation on Consumer’s Perception, Attitude, and Behavioral Intention
||Department of Business Administration
Attitude towards websites
Recently, online auction has become a new type of e-commerce and also a popular topic for scholars doing researches. Online auction combines the conventional auction model with information technology. With both the convenience and connection provided by the Internet, it makes a different style and features for business transactions. However, in such a condition of information asymmetric within online auction, it also increases many risks and uncertain factors. According to previous studies, there are many factors of buying situation that will affect consumers’ online auction purchasing intention. Among these factors price and reputation have received significantly higher attention. However, the interactions effects between involvement and price and reputation on perceived risk, attitude towards websites and purchasing intention are rarely been discussed. In this study, we used experimental design to discuss whether the product price and e-retailer reputation will have influence on perceived risk, attitude towards websites and purchasing intention. The 2 (product price: high and low) × 2 (e-retailer reputation: high and low) model was conducted to analyze hypotheses and used involvement as a moderate variable.
The results of this study indicated that product price and perceived risk negatively influenced purchasing intention. E-retailer reputation and attitude towards website positively influence purchasing intention. Besides, e-retailer reputation presented more influential effect than product price. Moreover, moderating effect of involvement on the influence of product price and e-retailer reputation on perceived risk and attitude towards websites indeed existed.
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Conceptual Framework 3
1.3 Scope of Study 4
1.4 Structure of the Research Process 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of Theory and Research Contructs 7
2.1.1 Online Auction 7
2.1.2 Product Price 10
2.1.3 E-retailer Reputation 12
2.1.4 Involvement 14
2.1.5 Perceived Risk 16
2.1.6 Attitude towards Websites 18
2.1.7 Purchase Intention 20
2.2 Hypotheses Development 21
2.2.1 Interrelationship among Product Price, Perceived Risk and Attitude towards Websites 21
2.2.2 Interrelationship among E-retailer Reputation, Perceived Risk and Attitude towards Websites 22
2.2.3 Interrelationship among Product Price, E-retailer Reputation, Perceived Risk and Attitude towards Websites 24
2.2.4 Interrelationship among Perceived Risk, Attitude towards Websites and Purchasing Intention 26
2.2.5 The Moderating Effect of Involvement 29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31
3.1 Concept Framework of the Study 31
3.2 Research Design 34
3.3 Construct Measurement 35
3.3.1 Product Price and E-retailer Reputation 35
3.3.2 Perceived Risk 36
3.3.3 Attitude towards Websites and Purchasing Intention 38
3.3.4 Involvement 39
3.4 Questionnaire Design 40
3.5 Pretest 41
3.6 Sampling Process 42
3.7 Data Analysis Procedure 42
3.7.1 Descriptive Statistic Analysis 42
3.7.2 Purification and Reliability of the Measurement Variables 42
22.214.171.124 Factor Analysis 43
126.96.36.199 Item-to-total Correlation 43
188.8.131.52 Internal Consistency Analysis (Cronbach’s Alpha) 43
3.7.3 Relationships among Research Variables 44
184.108.40.206 Analysis of Variance (ANOVA) 44
220.127.116.11 Multiple Analysis of Variances (MANOVA) 44
18.104.22.168 Multiple Regression Analysis 44
CHAPTER FOUR DESCRIPTIVE AND RELIABILITY ANALYSIS 46
4.1 Descriptive Analysis 46
4.1.1 Data Collection 46
4.1.2 Characteristics of Respondents 46
4.1.3 Measurement Results for Research Variables 50
4.2 Manipulation Check in Main Study 53
4.3 Factor Analysis and Reliability Tests 55
4.3.1 Involvement 55
4.3.2 Perceived Risk 56
22.214.171.124 Performance Risk 56
126.96.36.199 Physical Risk 57
188.8.131.52 Social Risk 58
184.108.40.206 General Risk 59
4.3.3 Attitude towards Websites 60
4.3.4 Purchasing Intention 61
4.4 Correlation Matrix for All Variables 62
CHAPTER FIVE RESEARCH RESULTS AND DISCUSSION 64
5.1 Differences between Factors of Research Construct 64
5.1.1 Differences of Dependent Variables under Different Degrees of Product Price 64
5.1.2 Differences of Dependents Variables under Different Degrees of E-retailer Reputation 66
5.2 Differences of Dependent Variables under Different Degrees of Product Price and E-retailer Reputation 68
5.3 The Interrelationships among Perceived Risk, Attitude towards Websites and Purchasing Intention 74
5.4 Moderating Effects Analysis of Involvement 77
5.4.1 Moderating Effects of Involvement on the Relationship between Product Price,Perceived Risk and Attitude towards Websites 77
5.4.2 Moderating Effects of Involvement on the Relationship between E-retailer Reputation,Perceived Risk and Attitude towards Websites 82
5.4.3 Moderating Effects of Involvement on the Relationship between Product Price, E-retailer Reputation, Perceived Risk and Attitude towards Websites 88
CHAPTER SIX CONCLUSION AND SUGGESTION 92
6.1 Research Conclusion 92
6.2 Research Implication and Contributions 95
6.2.1 Academic Contribution 95
6.2.2 Managerial Implication 96
6.3 Limitations and Future Research Direction 97
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