Abstract:

Based on the theory of Customer Perceived Value, this paper studies the impact of information searching process on purchase willingnessQuestionnaires are used to collect data from specific e-commerce websitesThe analysis result indicates that the consumers’ emotional perceived value in the information searching process has a more obvious impact on purchase willingnessThus this study shows that enterprises can enhance consumers/purchase willingness by improving consumers’ experience in the information searching process

Key words: on-line shopping, information searching, perceived value, purchase willingness, structural equation model, customers