RESEARCH ON THE DEVELOPMENT OF SCIENCE AND TECHNOLOGY NETWORK INDUSTRY BASED ON STRUCTURAL EQUATION MODELING

Abstract

As the key developing industries in China, e-commerce and online shopping are increasingly attract the attention of scholars and practitioners. Generally speaking, most consumers are inclined to think twice about the risks and values of online shopping before consumption. Based on this phenomenon, a structural equation model is developed in this study to test causal effects among research constructs and explore the moderating effects of gender on partial relationships among perceived risk, perceived value and repurchase intention. The empirical results show that (1) Among the three kinds of perceived risks in the research constructs, perceived financial risk and perceived time risk have significant negative effects on perceived utilitarian value and perceived hedonic value for consumer, but the perceived product risk is the exception. (2) Perceived utilitarian value and perceived hedonic value have significant positive effects on repurchase intention for customers. (3) As for the moderating effect of gender of consumer on the relationship among perceived utilitarian value, perceived hedonic value and repurchase intention, only the relationship between perceived hedonic value and repurchase intention is interfered by the gender factor, and only male gender has positive impacts on the relationship. Based on the results of this study, the author intends to provide some managerial implications and useful suggestion for online shopping operator.