Premium
A conceptual model of perceived customer value in e‐commerce: A preliminary investigation
Author(s) -
Chen Zhan,
Dubinsky Alan J.
Publication year - 2003
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10076
Subject(s) - customer value , conceptual model , value (mathematics) , perception , psychology , marketing , risk perception , product (mathematics) , valence (chemistry) , business , computer science , microeconomics , economics , mathematics , profit (economics) , geometry , physics , quantum mechanics , database , machine learning , neuroscience
This article presents an exploratory study of a conceptual model of perceived customer value in a business‐to‐consumer e‐commerce setting. Key precursors of perceived customer value included in the model are valence of on‐line shopping experience, perceived product quality, perceived risk, and product price. Relationships among these variables (as well as mediating variables) and their relationship to on‐line shoppers' value perceptions are explored. The theoretical framework proposed in this work expands on previous efforts on perceived customer value by including new variables relevant to an e‐commerce setting and by integrating several key variables into one model. The preliminary findings lead to several implications. © 2003 Wiley Periodicals, Inc.