The Relationship of Consumer Perceived Value, Online Word-of-Mouth and Behavioral Intention in Mobile E-commerce

The rapid development of mobile e-commerce has led to the spread of online word-of-mouth reputation and its impact more significantly than in the past, and profoundly affect consumer behavior. From the perspective of cognitive theory, this study builds a theoretical model and explores the relationship between consumer perceived value, online word-of-mouth, and behavioral intention. Empirical research finds that consumer functional value and emotional value is significantly positively related to reconstruction intentions. online word-of-mouth can positively regulate this relationship, and this relationship will be strengthened with the increase in the strength of online word-of-mouth. Consumer functional value and emotional value is significantly positively related to the communication intention. online word-of-mouth can positively regulate this relationship, and this relationship will be strengthened with the increase of the online word-of-mouth.