Online information quality as determinant of perceived risk reduction in e-commerce: an application to apparel virtual stores

Abstract

The main purpose of this paper is to analyse the role of information quality as a mechanism for reducing virtual shopping perceived risk and inducing greater online purchase intent. In this way, a theoretical model is presented which explains the inverse relation of information quality (referred to product and transaction-associated services) and perceived risk, and the influence of these variables on online shopping intention. 350 young consumers navigated the web page of a fictional clothes brand, and were asked to select a product and complete the purchasing process. Data analysis shows that perceived risk related to the virtual store is a significant, negative antecedent of online purchase intent. The quality of online information on, respectively, product features and transaction-associated services has a direct and negative influence on purchase perceived risk. Results also show that product-related information quality has a significant positive effect on purchase intent, whereas transaction-associated services information quality does not.

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