IDEAS home Printed from https://ideas.repec.org/a/taf/tbitxx/v34y2015i1p57-68.html
   My bibliography  Save this article

How purchase intention consummates purchase behaviour: the stochastic nature of product valuation in electronic commerce

Author

Listed:
  • Jung Lee
  • Jae-Nam Lee

Abstract

This study challenges the conventional assumption that online customers with high purchase intention routinely move to the purchase stage. To this end, the process of how online customers form purchase intention and behaviour is examined. On the basis of product value distribution (PVD), we propose that the hypothetically expected product value (i.e. PVD average) determines purchase intention, whereas the actual probability of attaining the expected product value (i.e. PVD variance) moderates purchase behaviour. This proposal indicates that the expected product value has significance only when repeated purchase is assumed given that most consumers do not repeatedly purchase the same product in reality. Thus, the actual probability of attaining the expected product value more critically affects customer behaviour than does its expected value. The effectiveness of the research model is verified by conducting a survey on 300 online mall shoppers in Korea. The results confirm model effectiveness.

Suggested Citation

  • Jung Lee & Jae-Nam Lee, 2015. "How purchase intention consummates purchase behaviour: the stochastic nature of product valuation in electronic commerce," Behaviour and Information Technology, Taylor & Francis Journals, vol. 34(1), pages 57-68, January.
    • Handle: RePEc:taf:tbitxx:v:34:y:2015:i:1:p:57-68
    DOI: 10.1080/0144929X.2013.853837
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/0144929X.2013.853837
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/0144929X.2013.853837?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dr. Rauza & Dr. Sumbal Babar & Dr. Shumaila Mazhar Khan, 2024. "Impact of Sustainable Fashion Apparel Attributes and Word of Mouth on Purchase Intention," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 915-919.
    2. Guan, Shuqi & Chao, Chih-Wei (Fred) & Tian, Feng, 2024. "Experience intensification to purchase intentions of derivative works in service-intensive industries: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:tbitxx:v:34:y:2015:i:1:p:57-68. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/tbit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.