2015 | OriginalPaper | Buchkapitel
The Moderating Roles of Perceived Risks and Social Influences with Regard to the Effects of Consumers’ Perceived Value and Online Purchasing
verfasst von : Wann-Yih Wu, Shu-Hui Chen, Hsiao-Yun Lu
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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This study confirms that consumers’ beliefs and perceived value influence significant on their attitudes and behaviors toward online shopping. While perceived risk serves as a negative moderator that can inhibit the influences of consumers’ perceived value on their attitude and approach behavior, social influence is regarded as a positive moderator.