The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective

Abstract

The successes of the digital market depend on customers’ intentions to purchase and reuse products or services. Previous studies have extensively discussed customer shopping value and customer learning, but most studies have analyzed the influencing factor as a single entity and seldom investigated the combination of two factors based on the institutional trust–commitment mechanism. We based this study on the e-commerce institutional trust–commitment mechanism (customers’ trust and commitment calculation) to investigate the influence of customer learning (product and website knowledge) and customer shopping value (monetary value, product evaluation cost, and customer reputation) on customers’ intentions to purchase and reuse products. The data sample included 279 respondents with experience of electronic shopping in Taiwan. The results show that customer learning and customer shopping value positively and significantly influence customers’ trust and customers’ calculation commitment and indirectly influence customers’ intention to purchase and reuse. However, dimensions of customer learning, such as website knowledge, do not affect customers’ trust and commitment but have a partially an indirect relationship with customers’ trust via the influence of product knowledge. In addition, product knowledge has a partially indirect effect on customers’ intention to reuse products or services through the influence of product knowledge and customers’ trust in online vendors in the digital market environment. The findings presented here have important theoretical and practical implications for scholars and digital market providers.