An Empirical Study on Service Quality and Perceived Value and Purchase Intention in Jiangsu’s Digital Economy, China

Abstract

This empirical study investigates the relationships among service quality, perceived value, and purchase intention within the context of Jiangsu's digital economy in China. The introduction outlines the significance of these constructs in enhancing consumer behavior and driving economic growth in the digital landscape. The literature review encompasses four key areas: the relationship between e-service quality and purchase intention, the empirical evidence linking service quality and perceived value, the correlation between perceived value and purchase intention, and the mediating role of perceived value in the relationship between service quality and purchase intention. A research framework is proposed, accompanied by hypotheses that guide the empirical analysis. The findings section presents a comprehensive analysis, including descriptive statistics, exploratory factor analysis (EFA), validation factor analysis, relevance analysis, path analysis, and intermediary analysis. Results indicate that e-service quality positively influences perceived value, which in turn significantly affects purchase intention. Furthermore, perceived value mediates the relationship between service quality and purchase intention, highlighting its critical role in consumer decision-making. The study concludes with implications for practitioners and policymakers, emphasizing the need for enhancing service quality and perceived value to foster higher purchase intentions in Jiangsu's digital economy.