| 英文摘要 |
This study aims to understand the key factors that make users willing to pay for value-added services. We apply the three stages of decision making process proposed by Simon (1960) to the process which the user pays for online decision support. This research extends the perceived value model by adding affective factors and related factors to explore the factors that influence user’s willingness to pay for online investment decision support sites. This research surveyed users who had used experience on the online investment sites and collected 284 valid responses. The analytical results indicated that factors influencing the user’s perceived value include perceived usefulness, perceived price and perceived ease of use. Additionally, factors influencing the user’s willingness to pay for the online decision support use include perceived value, enjoyment and regret. |
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