The Effects of Customer Learning and Shopping Value on Intention Purchase and Reuse in a Digital Market: The Institutional Trust–Commitment Perspective

The successes of the digital market depend on customers’ intentions to purchase and reuse products or services. Previous studies have extensively discussed customer shopping value learning, but most analyzed influencing factor as a single entity seldom investigated combination two factors based institutional trust–commitment mechanism. We this study e-commerce mechanism (customers’ trust commitment calculation) investigate influence learning (product website knowledge) (monetary value, product evaluation cost, reputation) products. data sample included 279 respondents with experience electronic in Taiwan. results show that positively significantly calculation indirectly intention reuse. However, dimensions such knowledge, do not affect partially an indirect relationship via knowledge. In addition, knowledge has effect services through online vendors environment. findings presented here important theoretical practical implications for scholars providers.