A conceptual model of perceived customer value in e‐commerce: A preliminary investigation

Abstract This article presents an exploratory study of a conceptual model of perceived customer value in a business‐to‐consumer e‐commerce setting. Key precursors of perceived customer value included in the model are valence of on‐line shopping experience, perceived product quality, perceived risk, and product price. Relationships among these variables (as well as mediating variables) and their relationship to on‐line shoppers' value perceptions are explored. The theoretical framework proposed in this work expands on previous efforts on perceived customer value by including new variables relevant to an e‐commerce setting and by integrating several key variables into one model. The preliminary findings lead to several implications. © 2003 Wiley Periodicals, Inc.