The Effects of Product Monetary Value, Product Evaluation Cost, and Customer Enjoyment on Customer Intention to Purchase and Reuse Vendors: Institutional Trust-Based Mechanisms

Abstract

This study develops a model based on perceived effectiveness of e-commerce institutional mechanisms (PEEIM) and trust-based mechanisms to explain how PEEIM, product monetary value (MV), product evaluation cost (PEC), and enjoyment influence trust online vendor (TV) and how they affect purchase intention (IP) and reuse intention (IR) in e-shopping. The study is based on a survey of 293 online shoppers in Taiwan. Results show that monetary value, product evaluation cost, and customer enjoyment have a positive relationship with trust in online vendors, and a positive indirect and significant relationship on intention to purchase and reuse the products or service in the e-shopping environment. However, PEEIM does not have indirect effects on the customer’s intention to purchase and reuse the products or services through the influence of trust online vendor if the influence of PEEIM on customer trust online vendor is low and no significant effects, but PEEIM does have significant direct effects on a customer’s purchase and reuse intention. In addition, PEEIM has two constantly indirect relationships with a customer to purchase and reuse intention the product or services through the influence of customer enjoyment and customer trust in online vendor relationships. The study contributes important theoretical and practical implications for scholars and e-commerce providers.

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