The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective

Ni Wayan Masri, Jun-Jer You, Athapol Ruangkanjanases and Shih-Chih Chen
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Ni Wayan Masri: College of Foreign Languages, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan
Jun-Jer You: Department of Exercise and Health Sciences, University of Taipei, Taipei 111, 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, Kaohsiung 824, Taiwan

Sustainability, 2021, vol. 13, issue 8, 1-25

Abstract: The successes of the digital market depend on customers’ intentions to purchase and reuse products or services. Previous studies have extensively discussed customer shopping value and customer learning, but most studies have analyzed the influencing factor as a single entity and seldom investigated the combination of two factors based on the institutional trust–commitment mechanism. We based this study on the e-commerce institutional trust–commitment mechanism (customers’ trust and commitment calculation) to investigate the influence of customer learning (product and website knowledge) and customer shopping value (monetary value, product evaluation cost, and customer reputation) on customers’ intentions to purchase and reuse products. The data sample included 279 respondents with experience of electronic shopping in Taiwan. The results show that customer learning and customer shopping value positively and significantly influence customers’ trust and customers’ calculation commitment and indirectly influence customers’ intention to purchase and reuse. However, dimensions of customer learning, such as website knowledge, do not affect customers’ trust and commitment but have a partially an indirect relationship with customers’ trust via the influence of product knowledge. In addition, product knowledge has a partially indirect effect on customers’ intention to reuse products or services through the influence of product knowledge and customers’ trust in online vendors in the digital market environment. The findings presented here have important theoretical and practical implications for scholars and digital market providers.

Keywords: customer learning; shopping value; reputation; monetary value; product evaluation cost; institutional trust–commitment mechanism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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