Abstract This thesis applies Structural Equation Model to examine the indirect impact brought by the three constructs-the sellers’ reputation, the consumer guarantee system and the customer personality trust base on the customers’ first purchase intention through the mediating variable of the customers’ initial trust belief, as well as the direct implication caused by the online reviews to the customers’ first purchase intention. Gender and the proportion of the item price accounting for the entire monthly expenditure (whether be above 10 percent) are used as two moderating variable in this model to examine the difference between different categories. The findings are as below: the consumer guarantee system has the most significantly positive effect on the customers’ initial trust belief, and then on the customers’ first purchase intention, while the positive influences brought by the sellers’ reputation and the customer personality trust base are moderate, with the smallest direct positive impact on the customers’ initial trust belief coming from the online reviews. As for the moderating effect, there is no difference in terms of gender. However, when the percentage of the item price accounting for the entire monthly expenditure is above 10 percent, all of the four independent variables, including the sellers’ reputation, the consumer guarantee system, the customer personality trust base and the online reviews have positive impact on the customers’ first purchase intention, while only the consumer guarantee system and the customer personality trust base positively affect the customers’ first purchase intention in the case of that proportion being below 10 percent.
LI Qi,RUAN Yan-Ya. Impacts of Reputation, Consumer Guarantee System and Online Reviews on Online Customers’ First Purchase Intention. Economic Survey, 2014, 31(4): 098.
2014, Vol. 31 
