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

Ni Wayan Masri,Athapol Ruangkanjanases,Shih-Chih Chen,Jun-Jer You

doi:10.3390/su13084318

Ni Wayan Masri, Athapol Ruangkanjanases + Show 2 more

Open Access

https://doi.org/10.3390/su13084318

Copy DOI

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.

Highlights

With the rapid growth of digital network technology, various types of online transactions are increasingly occurring around the world
The study extends the e-commerce institutional literature, and the findings support research based on the e-commerce institutional trust–commitment mechanism, which consists of two factors—customer online vendor trust and customer calculation commitment—examined as a pair factors and conceptualized as ASSP
This study extends the e-commerce institutional literature and its findings support the research based on the institutional trust–commitment mechanism, which includes customers’

Summary

Introduction

With the rapid growth of digital network technology, various types of online transactions are increasingly occurring around the world. Statistics related to this digital market show that global digital shopping sales grew by 24.8% in 2017 compared to only 10.2%. In 2021, approximately 2.14 billion people are expected to buy products and services online. The expansion of e-commerce has caused researchers to suggest that a higher shopping value will be associated with each online customer [1]. As such, providing consumers with more effective learning environments will improve opportunities to sustainably achieve long-term customer trust with regard to customer purchase and reuse intentions toward products or services in the digital market environment [2].

Objectives

Methods

Results

Conclusion