Influence of platform satisfaction on the willingness to use a new platform.

ABSTRACT: This study focuses on the newly created online shopping platform for cosmetics and skincare, and based on the perceived value theory and rational behavior theory. It constructs a mechanism model between platform satisfaction, customer perceived value, and personal subjective willingness. It also conducts regression analysis on the collected 540 sample data and finds that: platform satisfaction will have an impact on the willingness to use the new platform, and customer perceived value and individual subjective willingness play a mediating role. In addition, after empirical testing, it finds that: platform use cost has a higher impact on the willingness to use the new platform than platform use risk. Customer-perceived value plays a higher mediating role than individual subjective willingne

SUBMITTER: Xiao P 

PROVIDER: S-EPMC11576730 | biostudies-literature | 2024 Nov

REPOSITORIES: biostudies-literature