...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Services Technology and Management >Using brand knowledge to understand consumers' intention to adopt an online retailer
【24h】

Using brand knowledge to understand consumers' intention to adopt an online retailer

机译：使用品牌知识来了解消费者采用在线零售商的意图

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

It is important to draw attention about online retailing from a technological standpoint to a marketing perspective. The authors develop a conceptual model based on brand theory, risk theory and information theory to understand causal relationships among brand knowledge, perceived risk, online search action and intention to adopt an online retailer. The proposed model was tested in an online survey and structural equation modelling, a more powerful analytical tool, was applied to analyse the data. Results show that brand knowledge has a direct and positive effect on intention to adopt an online retailer and this effect can be mediated by perceived risk, to a large extent. In addition, perceived risk also positively relates to online search action. This model is sustainable for additional analysis after control variables, i.e., demographic profile variables, internet use frequency and risk preference arc taken into consideration.
机译：从技术角度到营销角度，吸引人们对在线零售的关注非常重要。作者开发了一种基于品牌理论，风险理论和信息理论的概念模型，以了解品牌知识，感知风险，在线搜索行为和采用在线零售商的意图之间的因果关系。提出的模型在在线调查中进行了测试，结构方程模型（一种功能更强大的分析工具）被用于分析数据。结果表明，品牌知识对采用在线零售商的意愿具有直接和积极的影响，并且这种影响在很大程度上可以由感知的风险来调节。此外，感知到的风险也与在线搜索行为成正比。在考虑了控制变量（即人口统计资料变量，互联网使用频率和风险偏好）后，该模型可用于进一步分析。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号