This study examines how perceived risk of e-purchasing moderates the effects of attitudinal and cognitive factors on e-purchase intention. We found that the relationships between Web knowledge, Web-based information search, and consumer attitude were stronger among the consumers who perceived online purchasing as highly risky. On the other hand, the relationship between attitude and e-purchase intention was significantly weaker among consumers with higher risk perceptions. The implications of these results for online customer relationship management and website design are discussed.
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