Perceived information transparency in B2C e-commerce: An empirical investigation |
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| Authors: | Liying Zhou Weiquan Wang Jingjun Xu Tao Liu Jibao Gu |
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| Affiliation: | 1. School of Management, University of Science and Technology of China, Hefei, Anhui, China;2. Department of Information Systems, College of Business, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong |
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| Abstract: | Consumers abandon their online purchases at an e-commerce website partly due to the lack of information transparency of the website. We identify the antecedents of consumers’ perceived information transparency of an e-commerce website and its effects on consumers’ online purchase intention. We collected data through a scenario-based survey conducted in a laboratory setting. We found that (1) product transparency, vendor transparency, and transaction transparency significantly influence perceived information transparency; (2) perceived information transparency significantly increases consumers’ online purchase intention; and (3) perceived risk partially mediates the effects of perceived information transparency on purchase intention. |
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| Keywords: | Information transparency Product transparency Vendor transparency Transaction transparency Perceived risk Purchase intention |
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