ANTECEDENT AND CONSEQUENCE OF CUSTOMER PERCEIVED VALUE IN E-COMMERCE CONTEXT
碩士 === 開南大學 === 資訊及電子商務學系 === 98 === This study examines online purchase intention from the perspective of customer perceived value and word-of-mouth. This study is mainly focused on non-monetary cost as the “give” component and applies the transaction cost theory based on uncertainty and trust dime...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/08575403480866311088 |
| Summary: | 碩士 === 開南大學 === 資訊及電子商務學系 === 98 === This study examines online purchase intention from the perspective of customer perceived value and word-of-mouth. This study is mainly focused on non-monetary cost as the “give” component and applies the transaction cost theory based on uncertainty and trust dimensions in explaining customer perceived value. The “get” components under consideration are product quality, information quality and system quality. Word-of-mouth plays an important role in customer online buying behavior. The analyses results show that quality has a positive effect on customer perceived value as expected and also mention that word-of-mouth has a positive effect on customer perceived value and purchase intention. The analyses results also show that uncertainty is positively related to transaction cost which is consistent with previous research. However, the hypothesized relationships between transaction cost and customer perceived value and trust and transaction cost are not supported by empirical data in this study, further research may be needed to justify these issues. The result can provide valuable reference information for e-tailers to manage their online stores and enhance customer satisfaction.
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