Empirical research on consumers´ intention to purchase online

In e-commerce, customers´ perceived value is considered pivotal determinant of consumers´ intention to purchase online. Using perceived product quality, website service quality and perceived cost as the three aspects of customer perceived value, this paper presents a theoretical model which discusses how customers´ perceived value affects their online purchase intention. Research results have shown that: perceived product quality, website service quality significantly positively affect consumers´ perceived trust, which further positively influence consumers´ intention to purchase online, but the effect of perceived cost on perceived trust and purchase intention doesn´t demonstrate statistic significance. At last, we discuss the relationships among the three aspects of perceived value, perceived trust and purchase intention.