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

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  • 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
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    Cited by:

    1. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logis," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    2. 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.
    3. 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).

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