No abstract

Taking the Theory of Planned Behavior and the Theory of Perceived Value as theoretical frameworks, this study analyzes what and how perceived capability and perceived value affect consumers decision-making behavior in their online shopping. In particular, the study examines the influence of perceived capability, perceived trust, perceived risk, perceived benefit, perceived cost and perceived value on the decision-making behavior of consumers in B2C e-commerce. The results show that perceived benefit and perceived value have direct significant impact on consumers decision-making behavior, perceived capability, perceived trust and perceived cost have indirect significant impact on consumers decision-making behavior. Moreover, the paper verifies that perceived risk has a weak significant impact on consumers decision-making behavior.