Value-in-Use and Sustaining Use Intention on E-Commerce Platforms: The Service-Dominant Logic Perspective

With the progressive increase in online shopping, e-commerce platforms’ sustainability has attracted considerable attention from both academia and the business sector. This study employs a service-dominant logic perspective and incorporates value-in-use into the conceptual model to investigate the factors and mechanisms that influence sustained intention to use e-commerce platforms. Drawing on a survey of 358 college students in China, we reveal that users’ perceived usefulness and perceived enjoyment on e-commerce platforms have a positive effect on their sustaining use intention on platforms, whereas perceived uncertainty exerts a negative influence. Furthermore, the effect of perceived uncertainty on confirmation is less pronounced than that of perceived usefulness and enjoyment. Perceived uncertainty primarily stems from information asymmetry and seller opportunism, with the latter having a more significant impact on perceived uncertainty than the former. These findings enrich the empirical literature on the sustainable development of e-commerce platforms by offering new insights into the development of service-dominant logic and value-in-use theory.