Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study
This study builds upon previous research on the value propositions of electronic commerce for the consumer and proposes a research framework for investigating consumer's perceived value in the B2C model of electronic commerce. The proposed research model encompasses five main dimensions of cons...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Mashhad: Behzad Hassannezhad Kashani
2023-08-01
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| Series: | International Journal of Management, Accounting and Economics |
| Subjects: | |
| Online Access: | https://www.ijmae.com/article_180324_597ab43c9f605088e0800eb125db7e10.pdf |
| _version_ | 1797580193747959808 |
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| author | Mohammad Safari Leyla Ahmadian Zahra Kazemi Saraskanrood |
| author_facet | Mohammad Safari Leyla Ahmadian Zahra Kazemi Saraskanrood |
| author_sort | Mohammad Safari |
| collection | DOAJ |
| description | This study builds upon previous research on the value propositions of electronic commerce for the consumer and proposes a research framework for investigating consumer's perceived value in the B2C model of electronic commerce. The proposed research model encompasses five main dimensions of consumers' value proposition: Economic (3 components), Functional (7 components), Emotional (6 components), Social-Symbolic (5 components), and Technical (11 components). The paper also presents an application of the model to an empirical case study of consumers' perceived value of online shopping in Iran. Required data was collected via a survey from customers of digikala, the biggest e-commerce firm of Iran. Structural equation modeling and path analysis were used to test the proposed research model. Findings show that the five dimensions are positively related to consumers' value proposition and the proposed research model is fitted to explain the research purpose and hypotheses. |
| first_indexed | 2024-03-10T22:47:01Z |
| format | Article |
| id | doaj.art-2a8869d7fad84bf68b3b3be5370e03d0 |
| institution | Directory Open Access Journal |
| issn | 2383-2126 |
| language | English |
| last_indexed | 2024-03-10T22:47:01Z |
| publishDate | 2023-08-01 |
| publisher | Mashhad: Behzad Hassannezhad Kashani |
| record_format | Article |
| series | International Journal of Management, Accounting and Economics |
| spelling | doaj.art-2a8869d7fad84bf68b3b3be5370e03d02023-11-19T10:35:38ZengMashhad: Behzad Hassannezhad KashaniInternational Journal of Management, Accounting and Economics2383-21262023-08-0110861764310.5281/zenodo.8422694180324Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case StudyMohammad Safari0Leyla Ahmadian1Zahra Kazemi Saraskanrood2Department of Business Management, University of Mazandaran, Babolsar, IranDepartment of Management, Alborz College, University of Tehran, Tehran, IranDepartment of Business Management, University of Mazandaran, Babolsar, IranThis study builds upon previous research on the value propositions of electronic commerce for the consumer and proposes a research framework for investigating consumer's perceived value in the B2C model of electronic commerce. The proposed research model encompasses five main dimensions of consumers' value proposition: Economic (3 components), Functional (7 components), Emotional (6 components), Social-Symbolic (5 components), and Technical (11 components). The paper also presents an application of the model to an empirical case study of consumers' perceived value of online shopping in Iran. Required data was collected via a survey from customers of digikala, the biggest e-commerce firm of Iran. Structural equation modeling and path analysis were used to test the proposed research model. Findings show that the five dimensions are positively related to consumers' value proposition and the proposed research model is fitted to explain the research purpose and hypotheses.https://www.ijmae.com/article_180324_597ab43c9f605088e0800eb125db7e10.pdfb2c modelconsumer’s perceived valuee-customerelectronic commerce |
| spellingShingle | Mohammad Safari Leyla Ahmadian Zahra Kazemi Saraskanrood Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study International Journal of Management, Accounting and Economics b2c model consumer’s perceived value e-customer electronic commerce |
| title | Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study |
| title_full | Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study |
| title_fullStr | Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study |
| title_full_unstemmed | Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study |
| title_short | Investigating Consumer's Perceived Value in B2C Model of Electronic Commerce: A Research Framework and an Empirical Case Study |
| title_sort | investigating consumer s perceived value in b2c model of electronic commerce a research framework and an empirical case study |
| topic | b2c model consumer’s perceived value e-customer electronic commerce |
| url | https://www.ijmae.com/article_180324_597ab43c9f605088e0800eb125db7e10.pdf |
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