Purchase Intention in E-Commerce: The Role of Trust, Customer Satisfaction and Extended Valance Framework

Abstract

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.