The effects of utilitarian shopping and technology belief on perceived E-Service value

This study examined the effects of planned purchase and technology readiness (TR) on consumer´s perceived online shopping value. Survey questionnaire was designed and distributed to consumers who used to shop online. Three hundred and thirty samples were gathered. Hierarchical regression analyses results indicated that online consumers who conducted planned purchase perceive more online shopping value than did impulsive buyers. Furthermore, the impact of planned purchase on online shopping value was reinforced by consumer´s TR propensity. That is, high-TR consumers who made online planned purchase will really benefit from the Internet shopping. Research implications for online stores and Internet shoppers were also discussed in this article.