Antecedent of purchase intention: online seller reputation, product category and surcharge

Abstract

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.

Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com

“…significantly impact the consumer purchase intention. For example, Pan, Kuo, Pan, and Tu (2013) discussed the impact of online sellers' reputation and product categories on the consumer purchase intention. Wang and Chang (2013) demonstrated that for high-risk products, the information and recommendations provided by strong-tie contacts have a greater effect on purchase intention than those provided by weak-tie contacts.…”

COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

“…We, therefore, deemed it necessary to control the price of the products corrected. A higher price is generally considered as an indication of good quality, even though this perception may vary across product categories (Pan et al, 2013).…”

Study on Community-based Peripheral Attribute Attractiveness and Product Attractiveness Advantage: Bridging Product Innovation and Consumer Purchase Intention

“…This paper started from the research gap relating to the effect of product innovation to consumer purchase intention, in which there are studies found a significant effect of product innovation on consumer purchase intention, while other studies found no significant effect of product innovation on consumer purchase intention. The results of this study found that product innovation has significant positive effect on consumer purchase intention, in which it provided strong supports for Tung (2012) [44], Hung et al (2011) [21] and Moon et al (2008) [27] that product innovation is reflected in product differentiation and adding attributes of the product is important information for consumer in purchase process.It was found that the community-based peripherals attribute attractiveness has a positive and significant effect to consumer purchase intention, which is gave strong supports to concepts developed by Eckman and Wagner (1994) [10], Sashi and Stern (1995) [37], Huber, Hermann, and Morgan (2001) [20], and Pan, Kuo, Pan, and Tu (2012) [31]on the role of product characteristics are reflected in the product attributes as a result of the introduction and clear differentiation between the company's product and competitor's product so it is easy for the consumer purchase decision.The results also indicated that the advantage of the product attributes gave positive and significant effect to consumer purchase intention, so it gave strong support to the results of research conducted by Rogers (1983) [35], Holak and Lehmann (1990) [19], Xu (2009 ) [45] and Chen (2010) [5] who found the positive effect of attractiveness of product advantage, functional attractiveness, symbolic…”