The role of product brand image and online store image on perceived risks and online purchase intentions for apparel |
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| Authors: | Mariné Aghekyan-Simonian Sandra Forsythe Wi Suk Kwon Veena Chattaraman |
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| Institution: | 1. Department of Family and Consumer Sciences, California State University, Long Beach, California, 1250 Bellflower Boulevard, Long Beach, California 90840, USA;2. Department of Consumer Affairs, Auburn University, Auburn, Alabama, USA;1. College of Business, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;2. Kulliyah Muamalat, Insaniah University College, 09300 Kuala Ketil, Kedah, Malaysia;3. College of Business, University Tenaga Nasional, 26700 Bandar Muadzam, Pahang;4. College of Legal, Government & International Studies, Universiti Utara Malaysia 06010 Sintok, Kedah, Malaysia;5. School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis,, 01000 Kangar, Perlis, Malaysia. |
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| Abstract: | Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping. |
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