The Effect of Service Guarantees on Online Customers Purchase Intention

摘要：

　　With the rapid development of the Internet and e-commerce, the Internet has become an important channel for consumers to purchase goods.Because online shopping has characteristics of virtual and remote presence, consumers take greater psychological risks while they purchase online and they will make more cautious purchasing decisions.So they build their confidence and reduce the perceived risks only through searching more service information and choosing those online stores with service guarantees.Based on domestic and international reviews of service guarantee, price and purchase intention, this paper researched the effect of service guarantee strength and process of invoking service guarantee on online consumers purchase intention as well as the moderating effect of price on these relationships combing with the actual situation of Chinas online shopping market.The results show that service guarantee strength has a significant positive effect on online consumers purchase intention.Process of invoking service guarantee has a significant negative effect on online consumers purchase intention.Price significantly moderates the effect of process of invoking service guarantees on online consumers purchase intention.Results of this study provide some theoretical guidance for businesses to implement effective service guarantees.

关键词： service guarantee strength process of invoking service guarantee purchase intention perceived risks price

作者: Hong Peng Rong Lei Jiang Wei

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 50-57

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）