An empirical research on the influence of perceived value on buyers' purchase intention — Based on the regulation of freight

Abstract

Basing on the previous research results, this paper explores the model of online buyers' purchase intention, and proposes the model in which the influence of perceived risk, perceived benefit, perceived value and freight on online buyers' purchase intention is considered. In the research model, both perceived benefit and perceived value are assumed to be positively affecting online buyers' purchase intention. Perceived risk is hypothesized to affect perceived value and online buyers' purchase intention negatively. Freight is hypothesized to moderate the relationship between perceived value and online buyers' purchase intention. By means of SPSS 19.0, the statistical results show that perceived risk is negatively related to perceived value and buyers' purchase intention; while perceived benefit is positively related to perceived value and buyers' purchase intention; and freight negatively moderates the relationship between perceived value and purchase intention.