Authors and Corporations: | , |
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In: | The Journal of Consumer Affairs, 40, 2006, 2, p. 236-260 |
published: |
Blackwell Publishing, Inc.
|
Media Type: | Article, E-Article |
Physical Description: | 236-260 |
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ISSN: |
0022-0078
1745-6606 |
published in: | The Journal of Consumer Affairs |
Language: | English |
Collection: | sid-55-col-jstorbusiness4archive sid-55-col-jstorbusiness JSTOR Business IV Archive JSTOR Business & Economics |
<p>Past studies have shown that perceived risk is a critical determinant of purchase intention in non—store retailing contexts, including Internet retailing. Extant literature in physical retailing suggests that warranties can be a significant variable in reducing consumers' perceived risk. We examine the role of Web site warranties in risk reduction and how warranty information interacts with retailer reputation and brand name as two other risk relievers in an online shopping environment. Results suggest that warranties can make a positive difference for online retailers with strong reputations with respect to perceived risk, perceived product quality, and purchase intentions. However, consumers are less influenced by warranty information when dealing with online retailers with weak reputations. For the other extrinsic cue, however, we find that warranty information does not have an effect when dealing with brand names, suggesting that a brand name's impact on online risk reduction remains regardless of the presence of warranty information.</p> |