The Relationship of Consumer Perceived Value, Online Word-of-Mouth and Behavioral Intention in Mobile E-commerce
AUTHORS
Yan Bing, Department of Economics and Management, Southwest University of Science and Technology, China
Yunyi Mo, Department of Economics and Management, Southwest University of Science and Technology, China
ABSTRACT
The rapid development of mobile e-commerce has led to the spread of online word-of-mouth reputation and its impact more significantly than in the past, and profoundly affect consumer behavior. From the perspective of cognitive theory, this study builds a theoretical model and explores the relationship between consumer perceived value, online word-of-mouth, and behavioral intention. Empirical research finds that consumer functional value and emotional value is significantly positively related to reconstruction intentions. online word-of-mouth can positively regulate this relationship, and this relationship will be strengthened with the increase in the strength of online word-of-mouth. Consumer functional value and emotional value is significantly positively related to the communication intention. online word-of-mouth can positively regulate this relationship, and this relationship will be strengthened with the increase of the online word-of-mouth.
KEYWORDS
Consumer perceived value, Online word-of-mouth, Behavioral intentions, Mobile e-commerce
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