Most of previous studies either take product knowledge as a moderator, or involve varying degree of product knowledge on the consumers’ perceived evaluation as an influential factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention. Thus, this research has chosen both an intrinsic and an extrinsic product cue─brand image and ...

The main objective of this paper is to comprehend that exists between consumer values and perceived website attitude and consequences. 482 experienced Internet users of B2C online shopping in Taiwan. Empirical results indicated that both consumer values positively influenced on perceived trust and both negatively influenced on perceived risk of the website. For consequent variables, perceived t...

Despite the importance of trust in electronic commerce, there is insufficient theory and evidence concerning the determinants of consumer trust about an Internet vendor’s trustworthiness, and the influence of consumer trust on the consumer’s purchasing intention. The purpose of this study is to: i) develop a theoretical framework identifying the antecedents of a consumer’s trust and purchase in...

The previous researches contributed in this dimension by working on the purchase intention, service quality, and brand equity and brand loyalty. In this research study relationship among perceived service quality (PSQ), customer satisfaction (CS) and purchase intention (PI) as a mediating role is discussed and shown affect of purchase intention on the customer satisfaction. Took service sector ...

This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires were collected from customers who previously purchased green products; this study distributed the questionnaires at the appliance section of the depa...

Drawing on trust transfer theory and signal theory, we investigate how perceived effectiveness of ecommerce institutional mechanisms (PEEIM) and perceived website quality of the seller (PWQS) moderate the relationships between trust in platform, trust in seller and purchase intention in the context of Consumer to Consumer (C2C) platforms. To test our proposed model, we surveyed 224 buyers of Ta...

Product placement in social games has become a growing trend in recent years. Based on mere exposure effect and dual-process theory, this paper develops a theoretical model to examine the effects of interactions and product information on the initial purchase intention of social gamers in the context of product placement in social games. The moderating effects of product familiarity are also ex...

This study proposes an integrated model of users’ intention to purchase paid smartphone applications. Focusing on individual-level perceptions of paid smartphone apps, it investigates the impacts of paid apps’ characteristics (perceived usefulness and perceived price), as well as their users’ personal (personal motivation and self-efficacy) and social (mass influence and peer influence) charact...