온라인 행동의도에 대한 온라인 서비스품질과 오프라인 서비스의 인지된 위험의 실증연구: 오프라인 서비스 제공자의 명성의 조절효과

초록

Since consumer behavior has dramatically changed in online and offline shopping, this study focuses the moderating role of offline service provider reputation on online service providers that address reasons of how consumers change in their perceptions and behavioral intentions. This study also aims at investigating the relationship between offline service’s perceived risk and online behavioral intentions using the moderator of offline service reputation. In so doing, we analyze a total of 243 questionnaires collected by a professional online research firm. The results show that three types (i.e, interaction quality, outcome quality, and physical environmental quality) of online service quality are significant direct effects on online behavioral intentions, but there is no direct effect between offline service’s perceived risks and online behavioral intentions. Interestingly, there are differences between direct determinants and its outcome on moderating role of reputation. In the case of difference, when reputation is low, the moderating effect between perceived risks and behavioral intentions is not significant. Apart from the relationship between online physical service quality and online behavioral intentions, however, when reputation is high, moderating effects on other three relationships are significant, indicating that these relationships improve. Thus, this study helps scholars and managers to identify the key role of offline service provider reputation in online and offline service settings.

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