Empirical research on consumers' intention to purchase online

In e-commerce, customers' perceived value is considered pivotal determinant of consumers' intention to purchase online. Using perceived product quality, website service quality and perceived cost as the three aspects of customer perceived value, this paper presents a theoretical model which discusses how customers' perceived value affects their online purchase intention. Research results have shown that: perceived product quality, website service quality significantly positively affect consumers' perceived trust, which further positively influence consumers' intention to purchase online, but the effect of perceived cost on perceived trust and purchase intention doesn't demonstrate statistic significance. At last, we discuss the relationships among the three aspects of perceived value, perceived trust and purchase intention.