Modeling the moderation role of brand reputation in the relation between perceived risk and customers’ online shopping behavior in Egypt. | ||
| التجارة والتمويل | ||
| Volume 44, Issue 1, March 2024, Pages 181-231 PDF (2.68 M) | ||
| DOI: 10.21608/caf.2024.351754 | ||
| Authors | ||
| Yasser S. A Hussien1; Lmya Hamoudah2 | ||
| 1Business Administration Department,Faculty of Commerce, South Valley University | ||
| 2Business Administration Department, Faculty of Commerce, Assiut University | ||
| Abstract | ||
| The main objective of this research was to investigate the moderating role of brand reputation in the relationship between perceived risk and customers’ behavior in online shopping. The study focused on customers of online stores in Egypt. Employing an analytical descriptive approach, data were gathered from 474 customers through an online questionnaire. Statistical analysis was conducted using SPSS V 22 and AMOS V 22 software, with structural equation modeling utilized for hypothesize testing. Results indicated a significant negative impact of perceived risk dimensions (financial risk and non-delivery risk) on both brand reputation and online shopping behavior. Moreover, brand reputation was found to positively influence online shopping behavior and also served as a moderator between perceived risk dimensions and online shopping behavior. The study further contributed by developing the "Perceived Risk Reduction" (PRR) model as a theoretical implication. | ||
| Keywords | ||
| Perceived risk reduction model (PRR); E-Commerce; Online Shopping Behavior; Brand Reputation; Perceived Risk | ||
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