Title: The effect of price and trust beliefs on online evaluations

Authors: Enrique P. Becerra

Addresses: Department of Marketing, McCoy College of Business Administration, Texas State University, 601 University Drive, San Marcos, TX 78666, USA

Abstract: Electronic retailers (e-tailers) need to understand the factors that influence perceived value and behavioural intentions because consumers who shop online would rather purchase offline. This study explores the simultaneous effect of the price, and the brand, vendor and channel trust beliefs on consumers| online perceptions of value and behavioural intentions, i.e., intentions to purchase and intentions to provide personal information online. The findings suggest that, to increase the perception of value and purchase intentions, e-tailers need to concentrate on their price and brand strategies. For offerings with experience attributes, the price, moderated by channel trust beliefs, exerts the most influence on perceived value and purchase intentions. For offerings with search characteristics, the price and brand trust beliefs, moderated by channel trust beliefs, exert the most influence on perceived value and purchase intentions.

Keywords: brand trust; channel trust; consumer online evaluations; consumer behaviour; electronic marketing; electronic retailing; perceived value; price; retailing; trust beliefs; vendor trust; e-tailing; behavioural intentions; purchasing intentions; personal information.

DOI: 10.1504/IJEMR.2009.025247

International Journal of Electronic Marketing and Retailing, 2009 Vol.2 No.4, pp.299 - 316

Published online: 17 May 2009 *

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