Abstract

The advancement of technology has benefitted many parties including suppliers and customers of manybusinesses. Suppliers can implement offensive strategies to expand their businesses to gain greater market sharewithout having to consider the geographical limitations. Customers gain extensive advantages in terms ofincrease speed, extra convenience, reduced price, and greater options when purchasing online. With all thebenefits, online transactions are not exempted from certain weaknesses especially those that are related tosecurity, reliance and assurance. Thus, the present study was conducted to investigate the factors that mightcontribute to customers’ perceived value of online transactions and to examine the role of perceived value ininfluencing customer purchasing satisfaction. From a total of 331 responses collected from those who have usedonline transactions, the results of multiple regression analysis indicate that suppliers’ ability, benevolent,integrity and regulation of emotion are the significant predictors of customer perceived value. These factors,together with customer trust contribute to explaining customer purchasing satisfaction, in which perceived valueacts as partial mediator for the relationships. The findings of the present study implicate online businesses inimproving their service characteristics so that greater level of confidence and satisfaction can be instilled amongtheir online customers.

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