El valor percibido y la intención de compra online: mediación de la confianza electrónica en el consumidor Lambayecano

This study examines the influence of perceived value and electronic trust on the purchase intentions of Lambayecano consumers in the online environment, highlighting the crucial mediation role of electronic trust in this relationship. Employing a non-experimental cross-sectional design and utilizing confirmatory factor analysis and structural equation modeling on a sample of 150 participants, this research reveals that although perceived value positively impacts trust, only the latter has a moderate direct effect on purchase intention. The findings suggest that perceived value alone is not sufficient to motivate purchase intentions without the mediating role of trust. This discovery underscores the importance of generating trust in the e-commerce realm to transform positive perceptions into effective purchasing decisions. The conclusions emphasize the need for e-commerce platforms not only to enhance the value proposition of their offerings but also to implement effective strategies to build and maintain trust with their consumers, which is essential to facilitate the transition from intention to purchase action.