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This study attempts to examine the relationships between online shopping values and intention in the purchase behavior of online travel products.It extends prior consumer-centered research by examining the association of perceived risk and the online shopping value with customer satisfaction to discover whether perceived risk moderates the relationship of intention with shopping values and customer satisfaction.Findings from this study reveal that matured consumers' satisfaction acts as an important mediator which partially mediating the relationship between shopping value and purchase intention.Interestingly, perceived risk is found to have no moderating effects on the relationship of shopping value and purchase intention.Practical implications are recommended at the end of this study.
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Chang et al. (2018) studied this question.
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