Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition) ›› 2011, Vol. 13 ›› Issue (3): 31-37.

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The Impact of Perceived Value of Information Searching on Customers’ Internet #br# Purchase Willingness

  

  1. School of Economics and Management, Beijing University of Posts and Telecommunications,
    Beijing 100876, China
  • Received:2011-03-01 Online:2011-06-30 Published:2011-06-30

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

CLC Number: