The influence of merchant reputation on consumer decisions to shop online

Ong, C and Chan, C 2016, 'The influence of merchant reputation on consumer decisions to shop online', in Proceedings of the 22nd Americas Conference on Information Systems 2016, San Diego, United Staes, 11-13 August 2016, pp. 1-10.


Document type: Conference Paper
Collection: Conference Papers

Title The influence of merchant reputation on consumer decisions to shop online
Author(s) Ong, C
Chan, C
Year 2016
Conference name 22nd Americas Conference on Information Systems 2016
Conference location San Diego, United Staes
Conference dates 11-13 August 2016
Proceedings title Proceedings of the 22nd Americas Conference on Information Systems 2016
Publisher AIS Electronic Library (AISeL)
Place of publication United States
Start page 1
End page 10
Total pages 10
Abstract Merchant reputation is a collective measure of trustworthiness derived from a combination of received referrals and consumer past purchase experience. The positive influence of merchant reputation on consumers' responses and attitudes has received much attention, particularly in terms of the connection between trust and merchant reputation. This paper focuses on how merchant reputation shapes consumer decision-making in online shopping, through an analysis of the perceptions of a select group of online consumers and merchants. The research reveals that merchant reputation has more influence on consumer confidence and trust than on the decision to shop online, but only if it is directly supported by peer recommendations and feedback. Indeed, reputation has a direct influence on consumer confidence and trust, which then indirectly affects the decision to shop online.
Subjects Information Systems Management
Keyword(s) Reputation
Online shopping
Trust
Perceived risks
Consumers
Merchants.
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