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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 519-520Consumer’s Decision-Making Behavior in Online...

Consumer’s Decision-Making Behavior in Online Shopping: An Integrated Analysis

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Abstract:

Taking the Theory of Planned Behavior and the Theory of Perceived Value as theoretical frameworks, this study analyzes what and how perceived capability and perceived value affect consumers decision-making behavior in their online shopping. In particular, the study examines the influence of perceived capability, perceived trust, perceived risk, perceived benefit, perceived cost and perceived value on the decision-making behavior of consumers in B2C e-commerce. The results show that perceived benefit and perceived value have direct significant impact on consumers decision-making behavior, perceived capability, perceived trust and perceived cost have indirect significant impact on consumers decision-making behavior. Moreover, the paper verifies that perceived risk has a weak significant impact on consumers decision-making behavior.

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Periodical:

Applied Mechanics and Materials (Volumes 519-520)

Pages:

422-429

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.519-520.422

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Online since:

February 2014

Authors:

Ling Ying Zhang*, Yong Jiang Shi, Qiang Lu

Keywords:

Decision-Making Behavior, Online Shopping, Perceived Factors, Theory of Perceived Value, Theory of Planned Behavior

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© 2014 Trans Tech Publications Ltd. All Rights Reserved

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