Role of perceived value in explaining trust and repurchase intention in e-shopping

Abstract

The main purpose of this paper is to develop a new model to investigate the effects of various dimensions of perceived value (monetary value, convenience value, emotional value and social value) and perceived sacrifices on customer satisfaction and explore the impacts of customer satisfaction on trust and repurchase intention. The paper investigates 635 samples of travel agents’ customers who participated in travel activities via the internet in Tehran (Iran). The male/female ratio of the sample was 64 and 36%, respectively. The questions used in this study were taken from the relevant literature, which contained 29 questions addressing all the variables. The findings suggest that customer satisfaction is most influenced by monetary value (0.28), convenience value (0.25), emotional value (0.23) and social value (0.20). The findings illustrate that perceived sacrifices has a negative impact on customer satisfaction (-0.17). Beside, this study shows that the most impacts of customer satisfaction are on trust (0.33) and repurchase intention (0.29). Trust also has an impact on repurchase intention (0.35). This paper gives very useful, practical marketing suggestions for person-based services. Key words: Monetary value, convenience value, emotional value, social value, perceived sacrifices, customer satisfaction, trust, repurchases intention.