Document Type



The paper first draws the attention about online retailing from technological standpoints to the marketing perspective. Then it develops a conceptual model based on brand theory, risk theory and information theory to understand consumers’ intention to adopt any online retailer as well as some associated online behavior, with brand knowledge as a cornerstone of online retail service marketing and perceived risk as the mediator transforming the impact. In research methodology part, the authors propose a hypothesized empirical study with precise logics and steps. More advanced analytical tool, structural equation modeling is applied to guide the analysis and interpretation of the results. It’s concluded by more discussions on the study itself and future directions.