Abstract

Purpose – The primary objective of this study is to investigate the relationships among heuristics, shopping value, purchase intention, and the decision-making processes of e-commerce consumers. Additionally, we aim to identify distinct purchasing decision strategies based on varying levels of psychological empowerment. Research design, data, and methodology – This study investigates the relationships among heuristics, shopping value, purchase intention within a structured model, further examining the moderating effect of psychological empowerment on these relationships. A total of 233 valid questionnaires were collected from e-commerce users. For data analysis, this study employed confirmatory factor analysis, correlation analysis, and structural equation modeling to test the hypothesized relationships. Results – Our findings discovered that specific heuristic types partially influence perceived shopping value, which, in turn, significantly impacts purchase intention. Moreover, the relationships among heuristics, shopping value, and purchase intention were moderated by levels of psychological empowerment. Conclusions – Firms need to identify consumer purchase decision types and develop management strategies tailored to the perceived shopping value and levels of psychological empowerment experienced by consumers during the purchasing process.