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Extrinsic cue of warranty by selling through a reputable website.(Survey)

By Chen, Cheng-Hsui; Hsu, Huei-Chen; Lai, Chi-Shiun
Publication: Journal of Advertising Research
Date: Friday, June 1 2007

This research aims to investigate the interactive effects of website reputation, manufacturer brand, on electronic commerce. We surveyed 543 internet users to investigate the effects of high-reputation and low-reputation websites on two digital camera brands--Nikon and Snap. A major finding of this study is that a reputable website seems to have a significant effect on a well-known manufacturer's brand. It is also apparent that a lesser-known manufacturer can use a reputable website as a quality endorser.

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Online shopping, a form of virtual opera

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