Perceived Value and Online Purchase Intention: The Role of Risks
A Framework for Understanding Online Consumer Decision Making
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The aim of this paper is to analyse the moderator role of risk in the relationship between perceived value and online purchase intention. The multidimensional and polysemy aspect of the aforementioned concepts have been a debate issue in literature for the past years. According to certain authors, Perceived value can be defined as the overall consumer evaluation of the benefit offered by the online purchase of products or services based on what is received and what is given out in exchange. Moreover, perceived value here can be considered as an outcome of the overall consumers' assessment of b...
The aim of this paper is to analyse the moderator role of risk in the relationship between perceived value and online purchase intention. The multidimensional and polysemy aspect of the aforementioned concepts have been a debate issue in literature for the past years. According to certain authors, Perceived value can be defined as the overall consumer evaluation of the benefit offered by the online purchase of products or services based on what is received and what is given out in exchange. Moreover, perceived value here can be considered as an outcome of the overall consumers' assessment of both perceived benefits that will be receive and sacrifices that are linked to the online purchase. On the other side, most often considered in Marketing as a push factor in a real purchase of a consumer, purchase intention is defined as a subjective buying probability based on the degree of purchase act plan, and more over risk aversion, which is naturally uncertain, and can be perceived as negative, positive or neutral depending on the consumers' expectations or anticipations. There exist several dimensions of perceived risks, such as financial risk, privacy or security risk, psychological.
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