Assessing the influence of consumer perceived value, trust and attitude on purchase intention of online shopping

Abstract

The acceptance and usage of online shopping is influenced by numerous factors such as
\nperceived value, trust, buyer‟s uncertainty which has constituted key hindrances to online
\ntransactions [22] This study investigates the effect of consumer perceived value dimensions
\n(utilitarian and hedonic value) on attitude, trust and how these affect perceived risk and purchase
\nintention in online shopping. Survey data were obtained from a randomly selected sample of 650
\nonline shoppers. A total of 558 valid questionnaires was analysed for this study. The hypotheses
\nraised in this study were tested using structural equation modelling method. The result revealed
\nthat perceived value dimensions (utilitarian and hedonic value) have significant positive effect on
\nattitude towards online purchase while perceived hedonic value have the strongest positive
\neffect on trust and attitude towards online purchase. However, there is no significant effect of
\nperceived utilitarian value on attitude towards online purchase. Trust has a significant influence
\non attitude towards online purchase and on intention to use online purchase. Also, attitude
\ntowards online purchase has a significant positive effect on intention to use online purchase.
\nTrust is negatively related to perceived risk, while perceived risk have significant negative effect
\non intention to use online purchase. Findings from this study provided insights for managerial
\nsuggestions relevant for enhancing online shoppers trust and use of online shopping.