After analyzing the composing of transaction cost under mobile e-commerce, the hypotheses of impact of searching cost, evaluating cost, paying cost and risk cost on perceived value are proposed and the hypothetic model on the impact of transaction cost upon consumer's perceived value under mobile e-commerce is established, and SEM is used to make fitting check on the hypothetic model by means of sample data. The research results indicate that searching cost, evaluating cost, paying cost and risk cost all are the main costs which consumer bears to buy products under mobile e-commerce, which all are negatively correlated with consumer's perceived value. Among them, risk cost is the most negatively correlated with consumer's perceived value, and searching cost does not significantly make an impact on consumer's perceived value. In addition, consumer's risking attitude is positively correlated with risk cost and evaluating cost, which indirectly makes an impact on consumer's perceived value by influencing risk cost and evaluating cos. Finally, according to the research results, suggestions are made to promote the development of mobile e-commerce in China.
WANG Chong, WU Jia-bao, WANG Yan-qing
. Empirical Research on Impact of Transaction Costs upon Consumer's Perceived Value under Mobile E-Commerce[J]. Chinese Journal of Management Science, 2016
, 24(8)
: 98
-106
.
DOI: 10.16381/j.cnki.issn1003-207x.2016.08.012
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