| Summary: | 博士 === 國立暨南國際大學 === 國際企業學系 === 96 === The primary foci of this article have two folds. First, we try to deal with the conceptualization of customer perceived value. Through in-depth literature reviews, we posit that extant unidimentional and multidimentional conceptualization methods are deficient in substantiating the theory and implication rooted in the construct of perceived value, and hence we propose that customer perceived value should be conceived as a formative construct. Specifically, value components should be “formative” parts of overall value perception, instead of external antecedents of it or “reflective” parts of it.
Second, we attempt to broaden perceived value by considering consumer technology readiness (TR) in e-service settings. Through a field survey about e-tail service value, we find that monetary cost is equally important for both high- and low-TR consumers. The positive effects of service-enhancing value components on overall e-service value perception are stronger in high-TR than in low-TR group, while the positive effects of risk-reducing value components are greater in low-TR than in high-TR group. In addition, high-TR consumers appear to believe the products they buy are really low-priced through planned online searching and purchase. Overall, high-TR consumers exhibit technology-exploitation online behaviors, whereas low-TR consumers exhibit certainty-seeking online behaviors. Finally, this article discusses study implications and suggestions for future research from perspectives of diffusion of innovations, online transaction cost and relationship marketing.
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