Paradigms
A Research Journal of Commerce, Economics, and Social Sciences
Online ISSN: 2410-0854
Print ISSN: 1996-2800
 
     
 

Paradigms Journal

MODERATION OF ONLINE CONSUMERS’ REVIEW ON RELATIONSHIP BETWEEN PERCEIVED RISK AND CONSUMERS’ UNWILLINGNESS TO BUY HOME APPLIANCES ONLINE
Author(s) :
MUBBSHER MUNAWAR KHAN (Principal, Hailey College of Banking & Finance, University of the Punjab, Lahore, Pakistan)
SANYA ALI AHMAD (M.Phil. Scholar, Institute of Business Administration, University of the Punjab, Lahore, Pakistan)
Abstract
This study aims to examine the effect of perceived risk factors (i.e. perceived performance risk, financial risk, time-loss risk, psychological risk and source risk) on consumers' unwillingness to buy home appliances online. The moderation of online consumer reviews with the relationship between perceived risk and consumers' unwillingness to buy home appliances online is also investigated. Data is collected from 200 respondents through questionnaires in Lahore, Pakistan. Multiple regression is employed to analyze the data. Results via the multiple regression technique revealed that perceived performance risk influences consumers' likelihood of not buying home appliances online, as the consumers are themselves unable to touch, see and hear the product. Online consumer reviews have also been found to moderate this relationship. The present study provides important practical contributions that allow retailers and internet marketers to understand consumers' perceptions and behaviors regarding consumer risk perception and to determine which type of risk is most important to address in order to increase the consumers' likelihood of buying home appliances online. 
Keywords: Perceived Performance Risk, Financial Risk, Time-Loss Risk, Unwillingness
 
 

Contact Us

A paradigm is published by Faculty of Commerce,
University of Central Punjab, Lahore, Pakistan.

Address: 1 - Khayaban-e-Jinnah Road, Johar
Town, Lahore, Pakistan

Stay in touch:

Feel free to resolute any query by using Contact Us Form or via E-mail at: paradigms@ucp.edu.pk

Send your query here: