Antecedent of purchase intention

Online seller reputation, product category and surcharge

Bibliographic Data

ID12420575
AuthorsMing‐Chuan Pan (Tatung University, corresponding author), Chih‐Ying Kuo (Tatung University), Ching‐Ti Pan (National Yang Ming Chiao Tung University), Wei Tu (0000-0002-2222-5302, Tatung (Taiwan))
Year2013
Volume23
Issue4
Pages507-522
Publication date2013-08-08
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-09-2012-0175
OpenAlexW2012768279
LanguageEN
Citations received9
References cited26

Purpose This paper aims to examine the antecedent of purchase intention: online seller reputation, product category and surcharge. Design/methodology/approach This paper uses five experimental designs to explore the seller reputation, product category and surcharge effects in Internet shopping. The authors chose one seller of low reputation and one seller of high reputation from Yahoo Mall. ANOVA are used to evaluate the results. Findings Sellers of high reputation can post higher surcharges to increase the total price paid by the buyer, but sellers of low reputation cannot do so (experiment 1). Moreover, partitioned price will decrease purchase intention for sellers of low reputation more than for sellers of high reputation (experiment 2). Consumers take the longest time to make purchasing decisions when buying credence goods (experiment 3) or buying from sellers of low reputation (experiment 4). The effect of surcharge levied by sellers of low reputation is weakened for consumers with low (vs high) shipping‐charge skepticism (experiment 5). Practical implications This study is helpful to online sellers if they can identify their reputation, product category and those consumers who have shipping‐charge skepticism, they can create extra profit through surcharge practice. Originality/value The authors’ investigation extends the literature on consumers’ price processing by identifying the important moderators (seller reputation, product category, and elaboration) and probing into the decision process (via the response time). The results suggest prescriptive strategies for online sellers

Advertising · Antecedent (behavioral psychology · Business · E-commerce · Economics · Microeconomics · Product (mathematics · Profit (economics · Purchasing · Reputation · Skepticism · Auction Theory and Applications · Computer Science · Digital Marketing and Social Media · Psychology · Social Psychology · Spam and Phishing Detection · Marketing

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