The interaction effect on customer purchase intention in e-commerce

  • Yen Y
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Abstract

Purpose – The purpose of this paper is to explore the interaction effect of information richness, retailer brand, and extended offers on customer purchase intention in e-commerce. Design/methodology/approach – Hierarchical moderator regression analysis and simple slope analysis were used to test the hypotheses, also 356 savvy internet consumers in Taiwan were investigated. Findings – The findings revealed that information richness, retailer brand, and extended offers are positively related to customer purchase intention. However, the interaction effects may differ in these relationships. While information richness complements both retailer brand and extended offers on customer purchase intention, extended offers may substitute retailer brand for increase in purchase intention. Research limitations/implications – A bias may exist because of the sample from an online survey. The findings suggest that complements are actually synergistic strategies of factors, while substitution is a switching of the alterna...

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Authors

  • Yung-Shen Yen

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