An empirical research on the influence of perceived value on buyers´ purchase intention — Based on the regulation of freight

Basing on the previous research results, this paper explores the model of online buyers´ purchase intention, and proposes the model in which the influence of perceived risk, perceived benefit, perceived value and freight on online buyers´ purchase intention is considered. In the research model, both perceived benefit and perceived value are assumed to be positively affecting online buyers´ purchase intention. Perceived risk is hypothesized to affect perceived value and online buyers´ purchase intention negatively. Freight is hypothesized to moderate the relationship between perceived value and online buyers´ purchase intention. By means of SPSS 19.0, the statistical results show that perceived risk is negatively related to perceived value and buyers´ purchase intention; while perceived benefit is positively related to perceived value and buyers´ purchase intention; and freight negatively moderates the relationship between perceived value and purchase intention.