Risk and opportunity for online purchase intention – A moderated mediation model investigation

•What is the risk and opportunity for online purchase intention?•This study found electronic word-of-mouth plays a fully mediated role between perceived risk and online purchase intention.•Online involvement plays a moderated mediating role in the proposed theoretical model.•Although perceived risk...

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Veröffentlicht in:	Telematics and informatics 2021-09, Vol.62, p.101621, Article 101621
Hauptverfasser:	Liao, Shu-Hsien, Hu, Da-Chian, Chung, Yu-Chun, Huang, An-Pu
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumers Electronic commerce Electronic word-of-mouth (e-WOM) Moderated mediated model Online involvement Online purchase intention Operators Perceived risk Risk perception Word of mouth advertising
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