Standing Between Purchase Intention And Action: Product Value And Its Uncertainty

@inproceedings{Lee2011StandingBP,
  title={Standing Between Purchase Intention And Action: Product Value And Its Uncertainty},
  author={Jung Jae Lee and Jae-Nam Lee},
  booktitle={PACIS},
  year={2011}
}
This study examines the decision-making process of customers focusing on how purchase intention is transformed into actual purchase. Specifically, we investigate 1) how purchase intention is formed, 2) how purchase intention drives action, and 3) what factors stand between purchase intention and action. After reviewing literature on purchase intention and action, and the product evaluation mechanisms employed by the customer, we propose the following hypotheses. First, product value has a… CONTINUE READING