An examination of the effects of perceived value and attitude on customers behavioral intentions in e-shopping

摘要

The main purpose of this research is to construct a new model for factors that affect online consumer behavioral intentions, including various dimensions of perceived value (monetary, convenience and epistemic) and attitude. This paper also examines the effects of consumer behavioral intentions on word-of-mouth and repurchase intentions in the context of internet shopping. Data from a survey of 753 online consumers in Tehran (Iran) were used to test the research model. Con?rmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modelling technique was used to test the research model. The findings of the study supported all of the six hypothesized relationships. The findings suggest that behavioral intentions were most influenced by attitude (31%), monetary value (29%), convenience value (21%) and epistemic value (19%). Beside, this study shows that the most impacts of behavioral intentions are on repurchase intentions (38%) and word-of-mouth (33%). Future research can use different methodologies, such as longitudinal studies and focus groups, to examine the relationship between perceived value, attitude and customer behaviour intentions in online shopping contexts. This study suggests that to enhance customer repurchase intentions and word-of-mouth, online bookstores should develop marketing strategies. Also, bookstores' managers should direct marketing activities with the aim to enhance behavioral intentions from e-shopping. To encourage internet usage intentions, it appears worthwhile to create in potential users, a sense that the technology is useful, easy to use, and that others have expectations regarding its usage.