How Perceived Risk and Suspicion Moderates the Relationship Between Information Source, ewoM, and Purchasing decision

Abstract

This research aimed to examine the customer behavior in online shopping by measuring product characteristics, information sources, perceived risk, electronic word-of-mouth, suspicion, and purchase decision with the moderation effect. The research data were collected using convenience sampling method. Respondents of 312 customers who conducted shopping online have been analysed, and research hypotheses were assessed by employing partial linear square structural equation modelling (PLS-SEM) and hierarchy regression analysis. The study found that there is a relationship among different variables and perceived risk, and suspicion moderates the relationship between information sources, electronic word-of-mouth, and purchase decision. Since the issues of online shopping were still subject to further validation, this study provided an important reference for marketers to develop marketing strategies as well as the theoretical base for further empirical validation.