Dipayan Biswas
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Research Interests
Dipayan Biswas has a total of 1 co-authors. Here are the top co-authors by number of shared publications:
Abhijit Biswas
Marjory B. Ourso Professor of Marketing at Louisiana State University
1 shared publication
Latest Publications
- 1 August 2004
- Published by SAGE Publications in Journal of Interactive Marketing
- Vol. 18 (3) , 30-45
The diagnostic role of signals in the context of perceived risks in online shopping: Do signals matter more on the Web?
Four experimental studies examine the differential effects of three signals—retailer reputation, perceived advertising expenses, and warranties—on consumer risk perceptions, across two (online and in-store) shopping conditions. The results of three studies suggest that for products with high non-digital attributes (e.g., shirts and jeans), consumers perceive higher risks in online than in in-store settings. Also, for these types of products, mainly due to the non-availability of other significant cues, consumers tend to rely more on signals as diagnostic cues in online shopping conditions. Effectively, the results of these three studies imply that signals are stronger risk reducers in online than in in-store shopping conditions for products high in non-digital attributes. The fourth study tests the boundary condition whereby the diagnostic effects of signals are diminished for products with high digital attributes (e.g., music CDs).
- 1 August 2004
- Published by SAGE Publications in Journal of Interactive Marketing
- Vol. 18 (3) , 30-45
The diagnostic role of signals in the context of perceived risks in online shopping: Do signals matter more on the Web?
Four experimental studies examine the differential effects of three signals—retailer reputation, perceived advertising expenses, and warranties—on consumer risk perceptions, across two (online and in-store) shopping conditions. The results of three studies suggest that for products with high non-digital attributes (e.g., shirts and jeans), consumers perceive higher risks in online than in in-store settings. Also, for these types of products, mainly due to the non-availability of other significant cues, consumers tend to rely more on signals as diagnostic cues in online shopping conditions. Effectively, the results of these three studies imply that signals are stronger risk reducers in online than in in-store shopping conditions for products high in non-digital attributes. The fourth study tests the boundary condition whereby the diagnostic effects of signals are diminished for products with high digital attributes (e.g., music CDs).