Effect of Manufacturer Reputation, Retailer Reputation and Seller Reputation in China`s Online Shopping Market

Abstract

This study examines the effectiveness of manufacturer brand reputation, online reputation, and online seller`s reputation in reducing Chinese consumers` perceived risk regarding online shopping and further increasing their purchase intention in online shopping. The experiment is a 2 (manufacturer reputation: well-known and unknown) × 2 (retailer reputation: strong and weak) × 2 (information on the seller`s reputation: present and absent) factorial design, and 281 college participated in this study. The results of the univariate analysis of variance show the availability of information on the online seller`s reputation has a significant effect on perceived risk and manufacturer brand reputation and online retailer reputation have no effect on consumers` perception of risk. The linear regression results reveal perceived risk has a negative impact on Chinese consumers` purchase intentions on the Internet.