Zeithaml等学者认为感知价值是消费者对所感知到的利益与为获得该利

Scholars such as Zeithaml believe that perceived value is a trade-off between the perceived benefits of consumers and the cost of obtaining the benefits, which can be used as the basis for consumers' purchasing decisions. <br><br>Research shows that perceived value is an important basis for consumers to choose shopping platforms. Perceived benefits and perceived risks are important components of perceived value. <br><br>When consumers shop online, they will pay more attention to the perceived benefits they may obtain, such as product quality, product prices, and network integrity. <br><br>Forsythe et al. pointed out that individuals with higher shopping motives are more likely to perceive the benefits of online shopping than individuals with lower shopping motives. <br><br>Perceived risk is the consumer's expectation of possible loss of utility for online shopping. <br><br>Perceived risk is a key determinant used to explain barriers to online shopping. <br><br>Perceived online stores simulate the shopping environment for consumers, and also have the characteristics of online shopping channels such as online payment and merchandise delivery. Although these features bring convenience to consumers, they undoubtedly increase shopping risks.

Zeithaml and other scholars believe that perceived value is a trade-off between the perceived benefits of consumers and the costs that can be paid to obtain that benefit, and can be used as a basis for consumer purchasing decisions.<br><br>Research shows that perceived value is an important basis for consumers to choose the platform for shopping. Perceived interests and perceived risk are important components of perceived value.<br><br>When consumers buy online, they pay more attention to the perceived benefits that may be gained, such as product quality, product price and network integrity.<br><br>Forsythe et al. point out that individuals with higher shopping motivations are more likely to perceive the benefits of online shopping than individuals with lower shopping motivations.<br><br>Perceived risk is the consumer's expectation of the potential loss of utility in online shopping.<br><br>Perceived risk is a key determinant of barriers to online shopping.<br><br>Perceived online stores simulate shopping environments for consumers and also feature online shopping channels such as online payments and merchandise distribution. While these features provide convenience to consumers, they undoubtedly increase the risk of shopping.

According to Zeithaml and other scholars, perceived value is a trade-off between the perceived benefits and the costs to obtain the benefits, which can be used as the basis for consumers' purchase decisions.<br>Research shows that perceived value is an important basis for consumers to choose shopping platform. Perceived benefits and perceived risks are important components of perceived value.<br>When shopping online, consumers will pay more attention to the perceived benefits they may obtain, such as product quality, product price and network integrity.<br>Forsythe et al. Pointed out that individuals with higher shopping motivation are more likely to perceive the benefits of online shopping than those with low motivation.<br>Perceived risk is the consumer's expectation of utility loss in online shopping.<br>Perceived risk is a key determinant to explain the barriers to online shopping.<br>Perceived online stores simulate the shopping environment for consumers, and also have the characteristics of online shopping channels such as online payment and goods distribution. Although these features bring convenience to consumers, they also increase the risk of shopping.