Purchase Intention in E-Commerce: The Role of Trust, Customer Satisfaction and Extended Valance Framework
DOI:
https://doi.org/10.46328/ijonest.5947Keywords:
Purchase intention, Extended valance framework, e-commerce, Customer satisfactionAbstract
This paper will investigate the role of Trust, Perceived Benefit, Perceived Risk and Customer Satisfaction on Purchase Intention with E-commerce. Trust and Customer Satisfaction are two crucial metrics that play an essential role in E-commerce success (Kim et al., 2009). However, existing research has not linked antecedents to Customer Satisfaction that prompt Purchase Intention, when combined with Extended Valance Framework, which is an important topic since perceived Quality, Perceived Value and Loyalty may all have a positive relationship with Customer Satisfaction that may influence a consumer’s Purchase Intention. Using a conceptual Extended Valance Framework model the study will examine the direct and indirect effects. The findings will help the e-tailers to develop strategies to increase consumer trust, eliminate risks and drive online sales. This research will largely, contribute to the understanding of e-commerce consumer behavior and will offer practical recommendations for online businesses’ to thrive in building consumer trust and retention.
References
Ali, R., Leifu, G., YasirRafiq, M., & Hassan, M. (2015). Role of Perceived Value, customer expectation, corporate image, and perceived service quality on the Customer Satisfaction. Journal of Applied Business Research (JABR), 31(4), 1425-1436.
Adolphson, J., Eklöf, J. & Parmler, J. 2012. Customer Satisfaction is a key performance indicator in Bank management. Stockholm: Stockholm University.
Alabar, T. T., Egena, O., & Gbande, R. I. (2014). Service quality and Customer Satisfaction in Nigerian mobile telephony. International Proceedings of Economics Development and Research, 82, 108.
Al-Dwairi, R. M. (2013). E-Commerce Web sites Trust factors: An empirical approach. Contemporary Engineering Sciences, 6(1), 1-7.
Ali, F., Amin, M., & Ryu, K. (2016). The role of physical environment, price perceptions, and consumption emotions in developing Customer Satisfaction in Chinese resort hotels. Journal of Quality Assurance in Hospitality & Tourism, 17(1), 45-70.
Bou-Llusar, Juan Carlos; Camisón-Zornoza, César; Escrig-Tena, Ana Belén (2001). Measuring the relationship between firm Perceived Quality and Customer Satisfaction and its influence on Purchase Intentions. Total Quality Management, 12(6), 719–734. doi:10.1080/09544120120075334
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing (pp. 1-7). Cambridge: MIT.
Bamfield, J. (2013). Retail futures 2018: Shop numbers, online and the high street: A guide to retailing in 2018. Centre for Retail Research Limited, 16(2), 5-14.
Blomqvist, K. (1997). The many faces of Trust. Scandinavian journal of management, 13(3), 271-286.
Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O., & Davydova, O. (2019). Factors of the development of international E-Commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences.
Boksberger, Philipp E.; Melsen, Lisa (2011). Perceived Value: a critical examination of definitions, concepts, and measures for the service industry. Journal of Services Marketing, 25(3), 229–240. doi:10.1108/08876041111129209
Barnes, S., Bauer, H., Neumann, M. and Huber, F. (2007), "Segmenting cyberspace: a customer typology for the Internet", European Journal of Marketing, 41(1/2), 71-93.
Bou-Llusar, J. C., Camisón-Zornoza, C., & Escrig-Tena, A. B. (2001). Measuring the relationship between firm Perceived Quality and Customer Satisfaction and its influence on Purchase Intentions. Total quality management, 12(6), 719-734.
Chen, C. X., Martin, M., & Merchant, K. A. (2014). The effect of measurement timing on the information content of Customer Satisfaction measures. Management accounting research, 25(3), 187-205.
Chi Lin, Chia (2003). A critical appraisal of Customer Satisfaction and e‐commerce. Managerial Auditing Journal, 18(3), 202–212. doi:10.1108/02686900310469952
Cengiz, E. (2010). Measuring Customer Satisfaction: must or not? Journal of Naval Science and Engineering, 6(2), pp. 76-88.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & marketing, 20(4), 323-347.
Chen, S. C., & Dhillon, G. S. (2003). Interpreting dimensions of consumer Trust in E-Commerce. Information technology and management, 4(2), 303-318.
Chintagunta, Pradeep K.; Chu, Junhong; Cebollada, Javier (2012). Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice. Marketing Science, 31(1), 96–114. doi:10.1287/mksc.1110.0678
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and E-Commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215. doi:10.1016/s1567-4223(03)00024-3
Chang, W.-L., Diaz, A.N., & Hung, P.C.K. (2014). Estimating Trust value: A social network perspective. Springer Science+Media Mass New York 2014
Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers' sales growth. Journal of Retailing, 91(2), 198-216.
Chinomona, R., & Dubihlela, D. (2014). Does Customer Satisfaction lead to customer Trust, Loyalty, and rePurchase Intention of local store brands? The case of Gauteng Province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23.
Cui, Yi; Mou, Jian; Cohen, Jason; Liu, Yanping (2019). Understanding information system success model and valence framework in sellers' acceptance of cross-border E-Commerce: a sequential multi-method approach. Electronic Commerce Research, (), –. doi:10.1007/s10660-019-09331-0
Chi, H., Yeh, H. R., & Tsai, Y. C. (2011). The influences of Perceived Value on consumer Purchase Intention: the moderating effect of advertising endorser. Journal of International Management Studies, 6(1), 1–6.
Campbell, Margaret C. and Ronald C. Goodstein (2001), "The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, 28 (December), 439-449.
Dolfen, P., Einav, L., Klenow, P. J., Klopack, B., Levin, J. D., Levin, L., & Best, W. (2019). Assessing the gains from E-Commerce (No. w25610). National Bureau of Economic Research.
Dos Santos, V. F., Sabino, L. R., Morais, G. M., & Gonçalves, C. A. (2017). E-Commerce: A short history follow-up on possible trends. International Journal of Business Administration, 8(7), 130-138.
Delafrooz, N., L.H. Paim and A. Khatibi, 2011. Understanding consumer's Internet Purchase Intention in Malaysia. African Journal of Business Management, 5(3): 2837-2846.
Darke, Peter R., Michael K. Brady, Ray L. Benedicktus, and Andrew E. Wilson (2016), "Feeling Close From Afar: The Role of Psychological Distance in Offsetting DisTrust in Unfamiliar Online Retailers," Journal of Retailing, 92 (3), 287-299.
Einav, Liran; Levin, Jonathan; Popov, Igor; Sundaresan, Neel (2014). Growth, Adoption, and Use of Mobile E-Commerce †. American Economic Review, 104(5), 489–494. doi:10.1257/aer.104.5.489
Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet research, 15(2), 195-219.
El-Adly, M. I., & Eid, R. (2015). Measuring the Perceived Value of malls in a non-Western context: the case of the UAE. International Journal of Retail & Distribution Management.
El-Adly, Mohammed Ismail (2018). Modeling the relationship between hotel Perceived Value, Customer Satisfaction, and customer Loyalty. Journal of Retailing and Consumer Services, (), S0969698918305538–. Doi: 10.1016/j.jretconser.2018.07.007
Eurostat (2021), "E-Commerce statistics for individuals", available at: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=E-Commerce_statistics_for_individuals.
Eurostat (2019), "E-Commerce statistics for individuals", available at: https://ec.europa.eu/eurostat/de/ data/database.
Flew, T., & McWaters, C. (2020). Trust in communication research: A systematic literature review of Trust studies in leading Communication Journals. Available at SSRN 3523750.
Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, Trust, and Purchase Intention in online stores: -An Empirical Study in the Indian context. Journal of Information Science & Technology, 6(2).
Gong, Zepeng; Han, Ziqiang; Li, Xudan; Yu, Chao; Reinhardt, Jan D. (2019). Factors Influencing the Adoption of Online Health Consultation Services: The Role of Subjective Norm, Trust, Perceived Benefit, and Offline Habit. Frontiers in Public Health, 7(), 286–. doi:10.3389/fpubh.2019.00286
Geyskens, I., Steenkamp, J. B. E., Scheer, L. K., & Kumar, N. (1996). The effects of Trust and interdependence on relationship commitment: A trans-Atlantic study. International Journal of research in marketing, 13(4), 303-317.
Galinari, R., Cervieri Júnior, O., Júnior, T., Rodrigues, J., Rawet, E. L., & others. (2015). Comércio eletrônico, tecnologias móveis e mídias sociais no Brasil. BNDES Setorial, Rio de Janeiro, (41). Retrieved from https://web.bndes.gov.br/bib/jspui/handle/1408/4285.
Gefen D. E-Commerce: the role of familiarity and Trust. Omega 2000;28(6):725–37
Head, M.M., and Yuan, Y. (2001). Privacy Protection in Electronic Commerce: A
Theoretical Framework. Human Systems Management, 20, 149-160.
Head MM, Hassanein K. Trust in E-Commerce: evaluating the impact of third-party seals. Quart J Electronic Commerce 2002;3(3):307–25.
Holbrook, M.B. (1999), "Introduction to consumer value", in Holbrook, M.B. (Ed.), Consumer Value: A Framework for Analysis and Research, Routledge, London, pp. 1-28.
Hanif, M., Hafeez, S. & Riaz, A. 2010. Factors affecting Customer Satisfaction. International Research Journal of Finance and Economics 60(2010), 44-52
Habel, Johannes, Laura Marie Schons, Sascha Alavi, and Jan Wieseke (2016), "Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers' Perceived Price Fairness," Journal of Marketing, 80 (1), 84-105.
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on Customer Satisfaction and Purchase Intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10(4), 549-570.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer Trust online. Communications of the ACM, 42(4), 80-85.
Huang, Lijuan; Mou, Jian; See-To, Eric W.K.; Kim, Jongki (2019). Consumer Perceived Value preferences for mobile marketing in China: A mixed-method approach. Journal of Retailing and Consumer Services, 48(), 70–86. Doi: 10.1016/j.jretconser.2019.02.007
Jillian C Sweeney; Geoffrey N Soutar (2001). Consumer Perceived Value: The development of a multiple-item scale., 77(2), 203–220. doi:10.1016/s0022-4359(01)00041-0
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer Trust in an Internet store. Information technology and management, 1(1), 45-71.
Jun, G., & Jaafar, N. I. (2011). A study on consumers' attitude towards online shopping in China. International Journal of Business and Social Science, 2(22), 122-132.
Kim, Dan J.; Ferrin, Donald L.; Rao, H. Raghav (2009). Trust and Satisfaction, Two Steppingstone for Successful E-Commerce Relationships: A Longitudinal Exploration. Information Systems Research, 20(2), 237–257. doi:10.1287/isre.1080.0188
Kaur, G. (2011). Traditional commerce Vs E-Commerce. International Research Journal of Management Science and Technology, 2(3), 334-340.
Kim DJ, Ferrin DL, Rao HR. A Trust-based consumer decision-making model in electronic commerce: the role of Trust, Perceived Risk, and their antecedents. Decis Support Syst. (2008) 44:544–64. DOI: 10.1016/j.dss.2007.07.001
Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and
Control, 7th ed., Englewood Cliffs Prentice-Hall, NJ., 1991.
Koen Pauwels; Peter S.H. Leeflang; Marije L. Teerling; K.R. Eelko Huizingh (2011). Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments! 87(1), 1–17. Doi: 10.1016/j.jretai.2010.10.001
Kramer, R.M., & Carnevale, P.J. (2001). Trust and intergroup negotiation. In R. Brown & S. Gaertner (Eds.), Blackwell handbook of social psychology: Intergroup processes (pp. 431^150). Maiden, MA: Blackwell Publishers.
Ko, H., Jung, J., Kim J., and Shim, S.W. (2004), "Cross-cultural differences in Perceived Risk of online shopping", Journal of Interactive Advertising, 4(2), 20-29.
Kini, A., & Choobineh, J. (1998, January). Trust in electronic commerce: definition and theoretical considerations. In Proceedings of the thirty-first Hawaii International conference on System sciences (Vol. 4, pp. 51-61). IEEE. doi:10.1109/HICSS.1998.655251
Lee ZWY, Chan TKH, Balaji MS, Chong AY-L. Why people participate in the sharing economy: an empirical investigation of Uber. Internet Res. (2018) 28:829–50. Doi: 10.1108/IntR-01-2017-0037
Lee, M. K., & Turban, E. (2001). A Trust model for consumer Internet shopping. International Journal of electronic commerce, 6(1), 75-91.
Lin, C. C. (2003). A critical appraisal of Customer Satisfaction and e‐commerce. Managerial Auditing Journal.
Lieb, J. (1999). US/Canada Internet demographic study. Retrieved April 15, 2023.
Lewicki, R.J., & Bunker, B.B. (1995). Trust in relationships: A model of Trust development and decline. In B.B. Bunker, J.Z. Rubin, & associates (Eds.). Cooperation and prosocial behavior (pp. 190–211). San Francisco: Jossey-Bass Publishers.
Leninkumar, V. (2019). Antecedents of Customer Satisfaction. Archives of business research, 7(6), 62-76.
Luhmann, N. (1979) Trust and Power. Wiley, Chichester.
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, Customer Satisfaction, and market value. Journal of marketing, 70(4), 1-18.
Morar, D. D. (2013). An overview of the consumer value literature–Perceived Value, desired value. Marketing from information to decision, (6), 169-186.
Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online Purchase Intention: Effects of Trust and security perception. Australian Journal of basic and applied sciences, 7(6), 307-315.
Morgan, R.L. 2009. Calming upset customers: Stay in control .... in any situation. 4th ed. San Jose: Axzo Press
Milne, G. R., & Boza, M. E. (1999). Trust and concern in consumers’ perceptions of marketing information management practices. Journal of interactive marketing, 13(1), 5-24.
Nisar, Tahir M.; Prabhakar, Guru (2017). What factors determine e-satisfaction and consumer spending in E-Commerce retailing? Journal of Retailing and Consumer Services, 39(), 135–144. Doi: 10.1016/j.jretconser.2017.07.010
Ozturk AB, Bilgihan A, Salehi-Esfahani S, Hua N. Understanding the mobile payment technology acceptance based on valence theory: a case of restaurant transactions. Int J Contemp Hospitality Manage. (2017) 29:2027–49. DOI: 10.1108/IJCHM-04-2016-0192
Oliver, Richard L. (1999), "Whence Consumer Loyalty?" Journal of Marketing, 63 (4), 33–44.
Olsen, S. O. (2007). Repurchase Loyalty: The role of involvement and satisfaction. Psychology & marketing, 24(4), 315-341.
Oliveira, Tiago; Alhinho, Matilde; Rita, Paulo; Dhillon, Gurpreet (2017). Modelling and testing consumer Trust dimensions in E-Commerce. Computers in Human Behavior, 71(), 153–164. Doi: 10.1016/j.chb.2017.01.050
Pauwels, K., Leeflang, P. S., Teerling, M. L., & Huizingh, K. E. (2011). Does online information drive offline revenues?: Only for specific products and consumer segments!. Journal of Retailing, 87(1), 1-17.
Poong, Y., Zaman, K. U., & Talha, M. (2006, August). E-Commerce today and tomorrow: a truly generalized and active framework for the definition of electronic commerce. In Proceedings of the 8th international conference on electronic commerce: The new E-Commerce: innovations for conquering current barriers, obstacles, and limitations to conducting successful business on the Internet (pp. 553-557).
Peng, Lifang; Zhang, Weiguo; Wang, Xiaorong; Liang, Shuyi (2018). Moderating effects of time pressure on the relationship between Perceived Value and Purchase Intention in social E-Commerce sales promotion: Considering the impact of product involvement. Information & Management, (), S0378720617305712–. doi:10.1016/j.im.2018.11.007
Parker, C. and Mathews, B.P., (2001). "Customer Satisfaction: contrasting academic and consumers' expectations" Marketing Intelligence and Planning, Vol. 19 (1). Pp38-44.
Rabiee, Fatemeh (2004). Focus-group interview and data analysis. Proceedings of the Nutrition Society, 63(4), 655–660. doi:10.1079/pns2004399
Rousseau, D.M., Sitkin, S.B., Burt, R.S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of Trust. Academy of Management Review, 23(3), 393–404.
Shahriari, S., & Mohammadreza, S. (2015). E-COMMERCE AND IT IMPACTS ON GLOBAL TREND AND MARKET. International journal of research-Granthaalayah, 3(4), 49-55.
Shim, S.S.Y.; Pendyala, V.S.; Sundaram, M.; Gao, J.Z. (2000). Business-to-business E-Commerce frameworks., 33(10), 40–47. doi:10.1109/2.876291
Sexton, Randall S.; Johnson, Richard A.; Hignite, Michael A. (2002). Predicting Internet/ e‐commerce use. Internet Research, 12(5), 402–410. doi:10.1108/10662240210447155
Shumaila Y Yousafzai; John G Pallister; Gordon R Foxall (2003). A proposed model of e-Trust for electronic banking., 23(11), 0–860. doi:10.1016/s0166-4972(03)00130-5 --- page 4
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product Perceived Quality and Purchase Intention with Consumer Satisfaction.
Stylidis, K., Wickman, C., & Söderberg, R. (2015). Defining Perceived Quality in the automotive industry: An engineering approach. Procedia CIRP, 36, 165-170.
Snoj, Boris; Pisnik Korda, Aleksandra; Mumel, Damijan (2004). The relationships among Perceived Quality, Perceived Risk, and perceived product value. Journal of Product & Brand Management, 13(3), 156–167. doi:10.1108/10610420410538050
Singh, S. (2017). Examining factors influencing customer Loyalty and rePurchase Intentions in online shopping: An Indian perspective. Indira Management Review, 11(2), 76-87.
Sharma, Himanshu; Aggarwal, Anu G. (2019). Finding determinants of E-Commerce success: a PLS-SEM approach. Journal of Advances in Management Research, (), JAMR-08-2018-0074–. doi:10.1108/JAMR-08-2018-0074
Shopify.com (2018). Available at: www.shopify.in/partners/blog/ecommerce-trends-2018
Statista.com (2021). Topic: E-Commerce worldwide. Statista. (n.d.). Retrieved October 16, 2021, from https://www.statista.com/topics/871/online-shopping/#dossier-chapter1.
Statista.com (2022). Topic: Retail E-Commerce sales worldwide. Statista. (n.d.). Retrieved March 15, 2023, Global retail E-Commerce sales 2026 | Statista
Sweeney, Jillian C., and Geoffrey N. Soutar (2001), "Consumer Perceived Value: The Development of a Multiple Item Scale," Journal of Retailing, 77 (2), 203–20
Simpson, J. A. (2007). Psychological foundations of Trust. Current directions in psychological science, 16(5), 264-268.
Tsiotsou, R. (2005). Perceived Quality levels and their relation to involvement, satisfaction, and Purchase Intentions. Marketing Bulletin, 16(4), 1-10.
Torkzadeh, Gholamreza; Dhillon, Gurpreet (2002). Measuring Factors that Influence the Success of Internet Commerce. Information Systems Research, 13(2), 187–204.doi:10.1287/isre.13.2.187.87
Thompson S.H. Teo; Jing Liu (2007). Consumer Trust in E-Commerce in the United States, Singapore, and China., 35(1), 22–38. Doi: 10.1016/j.omega.2005.02.001
Tax, Stephen S., Stephen W. Brown, and Murali Chandrashekaran (1998), "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing," Journal of Marketing, 62 (April), 60-76.
Xiao, L., Guo, Z., D’Ambra, J., & Fu, B. (2016). Building Loyalty in E-Commerce: Towards a multidimensional Trust-based framework for the case of China. Program.
Vargo, S.L. and Lusch, R.F. (2004), "Evolving to a new dominant logic for marketing", Journal of Marketing, Vol. 68 No. 1, pp. 1-17.
Wolter, Jeremy S., Dora Bock, Jeffery S. Smith, and J. Joseph Cronin (2017), "Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification," Journal of Retailing, 93 (4), 458-476.
Zeithaml, Valerie A., Leonard L. Berry and A. Parasuraman (1996), "The Behavioral Consequences of Service Quality," Journal of Marketing, 60 (April), 31–46.
Zhan Chen; Alan J. Dubinsky (2003). A conceptual model of perceived customer value in E-Commerce: A preliminary investigation. , 20(4), 323–347. doi:10.1002/mar.10076
Zhang, Hong; Lu, Yaobin; Gupta, Sumeet; Gao, Ping (2015). Understanding group-buying websites continuance. Internet Research, 25(5), 767–793. doi:10.1108/IntR-05-2014-0127
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-A critical survey of consumer factors in online shopping. Journal of Electronic commerce research, 8(1).
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal on Engineering, Science and Technology
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Articles may be used for research, teaching, and private study purposes. Authors alone are responsible for the contents of their articles. The journal owns the copyright of the articles. The publisher shall not be liable for any loss, actions, claims, proceedings, demand, or costs or damages whatsoever or howsoever caused arising directly or indirectly in connection with or arising out of the use of the research material.
The author(s) of a manuscript agree that if the manuscript is accepted for publication in the International Journal on Engineering, Science and Technology (IJonEST), the published article will be copyrighted using a Creative Commons “Attribution 4.0 International” license. This license allows others to freely copy, distribute, and display the copyrighted work, and derivative works based upon it, under certain specified conditions.
Authors are responsible for obtaining written permission to include any images or artwork for which they do not hold copyright in their articles, or to adapt any such images or artwork for inclusion in their articles. The copyright holder must be made explicitly aware that the image(s) or artwork will be made freely available online as part of the article under a Creative Commons “Attribution 4.0 International” license.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
