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

Ni Wayan Masri, Athapol Ruangkanjanases and Shih-Chih Chen
Additional contact information
Ni Wayan Masri: College of Foreign Languages, National Kaohsiung University of Science and Technology No. 1, Kaohsiung City 824, Taiwan
Athapol Ruangkanjanases: Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand
Shih-Chih Chen: Department of Information Management, National Kaohsiung University of Science and Technology No. 1, Kaohsiung City 824, Taiwan

Sustainability, 2020, vol. 13, issue 1, 1-20

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.

Keywords: trust in online vendors; monetary value; product evaluation cost; enjoyment; reuse intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/1/172/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/1/172/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2020:i:1:p:172-:d:468799

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().