A Structural Equation Modeling technique was employed to test the research model. Data were collected from 243 students through five different colleges and 418 office workers in the urban cities of Northern and Central Taiwan by using a paper-pencil survey.
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Perceived value components-utilitarian value, trust, and hedonic value-were hypothesized to have direct and positive effects on customer loyalty intention toward an e-retailer’s website. This study examined the effects of three components of perceived value on customer loyalty intention to an e-retailer’s website.
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VALUE PERCEPTION DEFINITION HOW TO
Understanding how to offer value through the interaction between website attributes and visitors can help online retailers enhance customer loyalty intention to the site. The Internet provides a new way for retailers to create value for a wider range of customers. Value creation for consumers is important in the success of retaining customers. Due to the low switching costs for customers and few entry barriers for competitors, competition in the online environment has become fierce. The Internet has become an important channel for retailers to effectively reach their target customers or expand into new markets. Visit for more related articles at Journal of Internet Banking and Commerce Abstract Her areas of interest are correlation of international financial markets, financial institution governance, portfolio management and e-commerce. Her current research interests are on Marketing Management, Consumer Behavior, Marketing Research and e-commerce.Ĭhao Chao Chuang is a full-time instructor in Hsing Wu Institute of Technology. Fu-Ling Hu is a Associate Professor of Department of Business Administration in Hsing Wu Institute of Technology. 1, Fenliao Rd., Linkou District, New Taipei City 244,ĭr. PERCEPTION AND LOYALTY INTENTION TOWARD ANĪssociate Professor, Hsing Wu Institute of Technology, Taiwan
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A STUDY OF THE RELATIONSHIP BETWEEN THE VALUE