use intention of pirated software, moral intensity, moral judgment, theory of planned behavior,

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.

Purpose -The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach -This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings -Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications -This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value -This paper extends the literature on consumers' brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.

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This article examines the impact of event values (restaurant or dental hospital) on the length of waiting time or waiting time Information effect. Experiment 1 (focuses on pre-process waiting) finds the effect of the length of waiting time or waiting time Information on mood states will be moderated by the event values. Experiment 2 (focuses on post-process waiting) further identified the effect of the waiting time Information on mood states will be moderated by the event values. But the effect of the length of waiting time on mood states will not be moderated by the event values. But contrary to Miller, Kahn and Luce's study, no matter in pre-process or in post-process waiting, long waiting time or uninformed waiting time will not lead to a more positive mood in the negative service.