Linking Perceived Value, Customer Satisfaction, and Purchase Intention in E-Commerce Settings

With the expanding of information technology, e-commerce is becoming more and more important for enterprises to obtain competitive advantage. This paper sheds light on the consumer behavior of online shopping and specifically investigates the relationships between perceived value, customer satisfaction, and purchase intention in e-commerce. By using survey data from college students, we apply the structural equation modeling technique to analyze the relationships among the variables. The findings indicate that perceived value significantly influences customer satisfaction. Additionally, perceived value, and customer satisfaction are significant predictors of customer purchase intention. Meanwhile, the findings also provide evidence that customer satisfaction plays a partial mediating role in the relationship between perceived value and purchase intention. Finally, this paper discusses the implications and highlights some future research directions.