Previous research indicates that consumers shop to pursue specific values. To attract more visitors to shop on the Internet, e-retailers have to deliver preferred value to their target customers. The two kinds of values investigated by most previous research are either utilitarian or hedonic. Both utilitarian and hedonic values are important determinants of consumers’ preference for online retailers as well as their purchase intentions. Furthermore, results of previous research imply that online shopping behavior might be moderated by product type. Products can be classified into search or experience categories based on the way consumers evaluate the goods or services. Results of this study indicate that product types have impacts on the perceived values and purchase intentions of online shoppers.
Business And Information 2008，起迄日：2008/7/7~2008/7/9，地點：Seoul, Korea.