Effect of Manufacturer Reputation, Retailer Reputation and Seller Reputation in China's Online Shopping Market

Xiao Tong

《MIS REVIEW：An International Journal》 Volume 17 Issue 1 (2011/09) Pp. 1-17

https://doi.org/10.6131/MISR.201109_17(1).0001

Parallel abstracts

This study examines the effectiveness of manufacturer brand reputation, online reputation, and online seller's reputation in reducing Chinese consumers' perceived risk regarding online shopping and further increasing their purchase intention in online shopping. The experiment is a 2 (manufacturer reputation: well-known and unknown) × 2 (retailer reputation: strong and weak) × 2 (information on the seller's reputation: present and absent) factorial design, and 281 college participated in this study. The results of the univariate analysis of variance show the availability of information on the online seller's reputation has a significant effect on perceived risk and manufacturer brand reputation and online retailer reputation have no effect on consumers' perception of risk. The linear regression results reveal perceived risk has a negative impact on Chinese consumers' purchase intentions on the Internet.

Parallel keywords

Internet ； Shopping ； China ； Risk ； Manufacturer Reputation ； Retailer Reputation ； Online Seller Reputation ； Purchase Intention

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