The Role of On-line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention
研究在线购物中零售商品牌和信息中介声誉如何影响消费者购买意愿，发现知名零售商品牌对弱制造商品牌提升更大，而高声誉信息中介对强制造商品牌提升更大。
Lower search costs are one of the major benefits of on-line shopping. In the past, when search costs were relatively high, consumers relied on extrinsic cues like brand and price. The lowering of search costs with the advent of the Internet has changed the way consumers use external cues. In addition, the emergence of the on-line "infomediary" has spawned complex interactions among infomediary reputation, manufacturer brand, and retailer brand. This paper shows the main effects of these factors and explores two-way interaction effects. It demonstrates that a well-known on-line retailer brand increases purchase intention for a weak manufacturer brand more than for a strong one, and by contrast, that a reputable infomediary increases purchase intention for a strong manufacturer brand more than for a weak one.