A conceptual model of perceived customer value in e-commerce: A preliminary investigation

This article presents an exploratory study of a conceptual model of perceived customer value in a business-to-consumer e-commerce setting. Key precursors of perceived customer value included in the model are valence of on-line shopping experience, perceived product quality, perceived risk, and product price. Relationships among these variables (as well as mediating variables) and their relationship to on-line shoppers' value perceptions are explored. The theoretical framework proposed in this work expands on previous efforts on perceived customer value by including new variables relevant to an e-commerce setting and by integrating several key variables into one model. The preliminary findings lead to several implications. (C) 2003 Wiley Periodicals, Inc.