Perceived benefit has recently gained much attention from marketers and researchers because of its important role in
predicting purchase behavior and achieving sustainable competitive advantage. Zeithaml conceptualized perceived benefit as
“the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given.” In
his definition, the concept is measured at the product-level. It incorporates the quality of the (physical) product and its
additional services delivered, in comparison with its relative price.
In general, we hypothesis that more values consumers perceived, more likely they will make a purchase decision.
Existing literature and survey have shown that most consumers have similar opinions on perceived benefit when
shopping online.
Afterward, we divide the online consumer’s perceived benefit into the following four dimensions according to relevant
literatures: