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Question

Prior to highlighting the differences in the importance of purchase criteria, we will develop a conceptual model based on the well-known concept of perceived value to indicate the most important choice criteria. This concept argues that consumers base their shopping decisions on what they receive and what they give up in the exchange. In doing so, they evaluate stores based on what is delivered, and how it is delivered to them.Consumers use lower level store choice attributes or criteria to infer more abstract evaluations of value, which ultimately affect their purchase intentions . Various researchers have already shown that the concept of perceived value – in which the store choice criteria act as constituents of value – can be used to infer customers’ online shopping intentions.
Following the retail literature, we have used five store choice criteria that define the customer’s value perceptions in relation to a store: merchandise quality, service quality,price attractiveness, time/effort savings and perceived risk. The conceptual models used in the retail literature are cost-driven by focusing on the shopping experience costs rather than on the benefits. Contrastingly,the shopping literature indicates that consumers also derive positive feelings from purchasing; they experience hedonic shopping benefits. As the hedonic shopping motivations are also important in the online context, we chose to include a shopping experience benefit, enjoyment, in order to capture the hedonic shopping motivations of online shoppers.
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Answer 1

此前强调在购买标准的重要性的差异，我们将建立一个概念模型对知觉价值众所周知的概念为基础，以显示最重要的选择标准。这一概念认为，消费者的基础上，他们得到什么，以及他们在交换给了他们的购物决定。这样做，他们评估的基础上发表什么是商店，以及它是如何传递到them.Consumers使用较低的水平商店选择属性或标准来推断价值，最终影响其购买意愿较抽象的评价。各种研究已经表明，认知价值的概念 - 在其中存储的选择标准，作为价值成分的行为 - 可以用来推断客户的在线购物意图。
随着零售文学，我们用五店的选择标准，确定有关商店顾客的价值观念：商品质量，服务质量，价格的吸引力，时间/努力储蓄和知觉风险。在零售文献中使用的概念模型是成本驱动的购物体验，而不是注重成本的好处。与其相比，购物文献表明，消费者也从中购买积极的感受;他们体验享乐购物优惠。由于享乐购物动机是在网络方面也很重要，我们选择了包括一个购物经验中受益，享受，为了捕捉到网上购物享乐购物动机。

参考资料：原创回答团【No.020】