Title: How brand awareness affects online purchase intention: considering the role of perceived risk

Authors: Novin Hashemi; Nastaran Hajiheydari

Addresses: University of Tehran, 14155-6311, Nasr Bridge, Chamran Highway, Tehran, Iran ' University of Tehran, 14155-6311, Nasr Bridge, Chamran Highway, Tehran, Iran

Abstract: Electronic commerce is causing fundamental changes in almost all the businesses. The consolidation of the tradition concepts like KM, CRM and CKM with the e-commerce applications created new competition sources for the companies. Although e-commerce is in the light of attention but still market share of online purchase is not high. It was recommended internet retailing websites to consider certain features, like CKM tools, and to build a familiar brand in order to enhance customer's trust and contribute in decreasing their perceived risk. In this study, we explore the most common online CKM tools and their effects on perceived risk in online purchase process and the influence of brand awareness as an important mediating factor. The investigation has been carried out in two different populations data in this study were gathered through two questionnaires and were analysed using statistical analysis. Results indicate that being familiar with the brand name influences the amount of perceived risk by providing vital knowledge for the customers and increases their online purchase intention eventually.

Keywords: e-commerce; electronic commerce; customer knowledge management; online purchase intention; perceived risk; brand awareness; internet retailing; consumer trust; online shopping.

DOI: 10.1504/IJECRM.2012.051878

International Journal of Electronic Customer Relationship Management, 2012 Vol.6 No.3/4, pp.274 - 291

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 02 Feb 2013 *

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