Identifying the determinants of online retail patronage: A perceived-risk perspective |
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| Institution: | 1. Eastern Washington University, United States;2. University of Texas Rio Grande Valley, United States;3. University of North Texas, United States;1. University of New South Wales, UNSW Business School, UNSW Australia, Sydney, NSW, 2052 Australia;2. University of Auckland, Department of Marketing, 12 Grafton Rd, Auckland, 1010 New Zealand;3. Western Sydney University, School of Business, Locked Bag 1797, Penrith, New South Wales, 2751 Australia;4. HMC Open University, Postgraduate School, 97 Vo Van Tan St., District 3, HCMC, Vietnam;5. Green World Trading Service Co., Ltd, 4 Phung Khac Khoan St., Dist. 1, HCMC, Vietnam;1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. Department of Marketing, Monash University, PO Box 197, Caulfield East, VIC, 3145 Australia;2. Department of Marketing and Entrepreneurship, Kent State University, PO Box 5190, Kent, OH, 44240 United States;1. College of Merchandising, Hospitality & Tourism, University of North Texas, 342H Chilton Hall, 1155 Union Circle #311100, Denton, TX, 76203-5017 USA;2. Department of Psychology, University of North Texas, Room 368 Terrill Hall, 1155 Union Circle, #311280, Denton, TX, 76203-5017 USA;1. Macquarie University, Sydney, Australia;2. Swinburne University, Melbourne, Australia;3. Seoul National University, Republic of Korea;1. Northcap University, HUDA Sector 23 A, Gurgaon, Haryana, India;2. International Management Institute, B-10 Qutub Institutional Area, New Delhi, India |
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| Abstract: | The literature has examined the determinants of retail patronage from various perspectives, however, its online counterpart has received less attention. This study adapts a perceived-risk perspective to identify the antecedents of online retailers’ service quality and subsequent online patronage behavior. In addition, the contextual role of security concerns is also examined. Data were collected from online shoppers, and PLS-SEM was used for analysis. The results indicate that product quality, price transparency, and website convenience are positively associated with service quality. In addition, security concerns negatively moderate the relationship between service quality and online retail patronage. Implications for research and managers are discussed. |
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| Keywords: | Online retail patronage Service quality Security concerns Perceived risk |
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