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The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective

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  • Ni Wayan Masri

    (College of Foreign Languages, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan
    College of Language Arts, I-Shou University, Kaohsiung 840, Taiwan)

  • Jun-Jer You

    (Department of Exercise and Health Sciences, University of Taipei, Taipei 111, Taiwan)

  • Athapol Ruangkanjanases

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Shih-Chih Chen

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan)

Abstract

The successes of the digital market depend on customers’ intentions to purchase and reuse products or services. Previous studies have extensively discussed customer shopping value and customer learning, but most studies have analyzed the influencing factor as a single entity and seldom investigated the combination of two factors based on the institutional trust–commitment mechanism. We based this study on the e-commerce institutional trust–commitment mechanism (customers’ trust and commitment calculation) to investigate the influence of customer learning (product and website knowledge) and customer shopping value (monetary value, product evaluation cost, and customer reputation) on customers’ intentions to purchase and reuse products. The data sample included 279 respondents with experience of electronic shopping in Taiwan. The results show that customer learning and customer shopping value positively and significantly influence customers’ trust and customers’ calculation commitment and indirectly influence customers’ intention to purchase and reuse. However, dimensions of customer learning, such as website knowledge, do not affect customers’ trust and commitment but have a partially an indirect relationship with customers’ trust via the influence of product knowledge. In addition, product knowledge has a partially indirect effect on customers’ intention to reuse products or services through the influence of product knowledge and customers’ trust in online vendors in the digital market environment. The findings presented here have important theoretical and practical implications for scholars and digital market providers.

Suggested Citation

  • Ni Wayan Masri & Jun-Jer You & Athapol Ruangkanjanases & Shih-Chih Chen, 2021. "The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective," Sustainability, MDPI, vol. 13(8), pages 1-25, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4318-:d:535151
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    References listed on IDEAS

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    1. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print halshs-01595944, HAL.
    2. Atulkar, Sunil & Kesari, Bikrant, 2017. "Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 23-34.
    3. Vibhanshu Abhishek & Kinshuk Jerath & Z. John Zhang, 2016. "Agency Selling or Reselling? Channel Structures in Electronic Retailing," Management Science, INFORMS, vol. 62(8), pages 2259-2280, August.
    4. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    5. Sirdeshmukh, Deepak & Ahmad, Norita B. & Khan, M. Sajid & Ashill, Nicholas J., 2018. "Drivers of user loyalty intention and commitment to a search engine: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 71-81.
    6. Sarkar Sengupta, Aditi & Balaji, M.S. & Krishnan, Balaji C., 2015. "How customers cope with service failure? A study of brand reputation and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 665-674.
    7. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print hal-02002141, HAL.
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    1. Mian Lv & Yongbo Sun & Binbin Shi, 2022. "Impact of Introversion-Extraversion Personality Traits on Knowledge-Sharing Intention in Online Health Communities: A Multi-Group Analysis," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    2. Arelys López-Concepción & Ana Gil-Lacruz & Isabel Saz-Gil & Víctor Bazán-Monasterio, 2022. "Social Well-Being for a Sustainable Future: The Influence of Trust in Big Business and Banks on Perceptions of Technological Development from a Life Satisfaction Perspective in Latin America," Sustainability, MDPI, vol. 15(1), pages 1-14, December.

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