Examining the effects of e-vendor's characteristics on consumer's purchase intention: WecHat case

Abstract

Objectives: This study examines the formation of a consumer's purchase intention towards e-vendors on WeChat, identifies the key indicators of perceived value and perceived trust, and their links with e-vendors' characteristics. Methods/Statistical Analysis: The authors verify the research model with users from those who had experienceusing WeChat in China. The selection procedure was random. We employed Amos 18.0 and Partial Least Squares (PLS) using Smart PLS for analyzing 180 valid data in total. The demographic statistics of the sample and analysis result of the measurement models are discussed. Findings: The analysis result shows that the consumer has perceived value is the main basis for consumer's purchase intention. The paper is different from previous studies because this paper verifies the importance of e-vendor's characteristics (information quality, word-of-mouth referrals, and order fulfillment) on WeChat. The results have somewhat common discoveries with the findings of previous studies that characteristics of e-vendors have significant effect on customer's perceived trust, whereas do not have significant influence on consumer's perceived value. Improvements/Applications: This study provided a better understanding to gain consumer's trust. E-vendors should provide sufficient, accurate, reliable product information and pay special attention on product's order delivery relating to customer's enjoyment.