The Impact of Perceived Value on Satisfaction and Trust in the Context of Online Shopping: Moderating Effect of Online Word-of-Mouth

摘要

The significance of understanding perceived value in the context of online shopping is as important as is in the context of traditional shopping. However, relatively few studies investigate the role of perceived transaction value on consumer satisfaction (Audrain-Pontevia 2013; Darke and Dahl 2003) and, to the best of our knowledge, no study tests its impact both on consumer satisfaction and trust in an online environment. Moreover, to convert customers' satisfaction into trust is significantly influenced by other customers' opinion. Prior studies have established the influential role of WoM in building customers' decision making process in the context of online shopping. However, knowledge related to the moderating role of WoM in building trust has been underresearched. In order to address the gap in the literature, this study, adopting exchange theory (Thaler 1983), technology acceptance model (Davis 1989) and means-end chain theory, has investigated the effect of customers' perceived value (both acquisition and transaction) on their satisfaction and trust over the website. Moreover, it also examines how the e-WoM moderates the relationship between satisfaction and trust.