Perceived Value and Purchase Intention of E-commerce Platform: The Role of eWOM

The influence of perceived utilitarian value and perceived hedonic value on consumers’ purchase intention is emphasized in the global e-commerce market. Meanwhile, eWOM(Electronic Word of Mouth) is found to be a moderating factor between perceived value and purchase intention. This study explores the effect of perceived value on purchase intention in the context of the foreign e-commerce platform in the Taiwanese market. Based on the 170 survey questionnaires, the result revealed positive effects of perceived value on purchase intention. However, only review quantity has a positive moderating effect, and review quality shows a negative moderating effect. This study confirms the effect of perceived value on purchase intention in the Taiwanese market and gives insight into eWOM literature.