Online shopping retailer is defined as any seller that
offers consumers with the opportunity to purchase something on the Internet.
Consumers usually evaluate these retailers before they go online shopping
and retailers try to avoid getting a bad reputation. Therefore, the
reputation of retailers plays an important role in online shopping to
both consumers and retailers.
Several researches have frequently referred to reputation as factor
that influences consumer trust for sellers (Anderson & Weitz, 1989;
Doney & Cannon, 1997; Ganesan, 1994). Chiles and McMackin suggested
that reputation is a valued asset. Reputation is related to reliability
or trust. Moorman et al. (1993) defined trust as ¡°a willingness to rely
on an exchange partner in whom one has confidence¡±. According to the
Theory of Reasoned Action (Fishbein & Ajzen, 1975) and the Theory
of Planned Behavior (Ajzen, 1985), beliefs influence the person¡¯s attitudes
and attitudes in turn affect behavioral intention, which is a good forecaster
of actual behavior.
Therefore, it is expected that retailer¡¯s reputation is one of factors
influencing consumer purchasing behavior.
The reputation of retailers is positively related
to consumer purchasing behavior.