Title: Online information quality as determinant of perceived risk reduction in e-commerce: an application to apparel virtual stores

Authors: Joaquín Aldás-Manzano; Rafael Currás-Pérez; Silvia Sanz-Blas

Addresses: Facultat d'Economia, Universitat de València, Avda de los Naranjos s/n, 46022-Valencia, Spain. ' Facultat d'Economia, Universitat de València, Avda de los Naranjos s/n, 46022-Valencia, Spain. ' Facultat d'Economia, Universitat de València, Avda de los Naranjos s/n, 46022-Valencia, Spain

Abstract: The main purpose of this paper is to analyse the role of information quality as a mechanism for reducing virtual shopping perceived risk and inducing greater online purchase intent. In this way, a theoretical model is presented which explains the inverse relation of information quality (referred to product and transaction-associated services) and perceived risk, and the influence of these variables on online shopping intention. 350 young consumers navigated the web page of a fictional clothes brand, and were asked to select a product and complete the purchasing process. Data analysis shows that perceived risk related to the virtual store is a significant, negative antecedent of online purchase intent. The quality of online information on, respectively, product features and transaction-associated services has a direct and negative influence on purchase perceived risk. Results also show that product-related information quality has a significant positive effect on purchase intent, whereas transaction-associated services information quality does not.

Keywords: product information; information quality; services information; privacy; security; online purchases; purchase intent; clothing apparel; virtual stores; perceived risks; risk reduction; e-commerce; electronic commerce; virtual shopping; online shopping; product-associated services; transaction-associated services; young consumers; web navigation; web pages; websites; clothes brands; direct influences; negative influences; Spain; retailing; retail trade; internet marketing; advertising; world wide web.

DOI: 10.1504/IJIMA.2011.043656

International Journal of Internet Marketing and Advertising, 2011 Vol.6 No.4, pp.352 - 372

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 09 Nov 2011 *

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