Consumer’s Decision-Making Behavior in Online Shopping: An Integrated Analysis

Taking the Theory of Planned Behavior and the Theory of Perceived Value as theoretical frameworks, this study analyzes what and how perceived capability and perceived value affect consumers decision-making behavior in their online shopping. In particular, the study examines the influence of perceived capability, perceived trust, perceived risk, perceived benefit, perceived cost and perceived value on the decision-making behavior of consumers in B2C e-commerce. The results show that perceived benefit and perceived value have direct significant impact on consumers decision-making behavior, perceived capability, perceived trust and perceived cost have indirect significant impact on consumers decision-making behavior. Moreover, the paper verifies that perceived risk has a weak significant impact on consumers decision-making behavior.