Examining the Relationships Among Electronic Word of Mouth, Perceived Value and Risk, and Consumer Purchase Intention

The research is concerned with how online reputation and its accountability influence a consumer's perceived value, perceived risk, and willingness of purchase. To create a successful online business, focusing on monitoring online reputation is not enough. Any e-commerce business must be aware of the importance of managing online reputation by developing a unit to do so. Perceived risk has negative impact on the consumer's perceived value; hence, the consumer's willingness of purchase online lowers. Therefore, perceived risk has greater impact on consumers when they shop online than in real stores.