Title: Investigating service quality, perceived risk, and marketing strategies to enhance perceived value in online shopping

Authors: Huy Mach Tran; Thuy Dung Pham Thi

Addresses: Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Gia Dinh Ward, Ho Chi Minh City, Vietnam ' Department of Science, Technology, and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Gia Dinh Ward, Ho Chi Minh City, Vietnam

Abstract: This study examines how personalised marketing (PM) and external cues influence customer-perceived value in e-commerce using the S-O-R framework. PM and external cues act as stimuli affecting service quality and perceived risk, which mediate their impact on customer-perceived value. Structural equation modelling (SEM) analysis of e-commerce user data shows that PM enhances service quality, reduces perceived risks, and boosts customer-perceived value. External cues like brand reputation and pricing transparency, also lower risks and improve service quality perceptions. The findings underscore the importance of PM, effective external cues, and risk mitigation strategies, offering actionable insights for enhancing trust, engagement, and competitive advantage in online marketplaces. This study advances knowledge by examining the interplay between personalised marketing (PM), external cues, and customer-perceived value in e-commerce through the S-O-R framework. By highlighting the mediating roles of service quality and perceived risk, it provides novel insights into how PM and external cues enhance value perception. The findings offer practical implications for e-commerce managers, emphasising strategies to foster trust, improve engagement, and strengthen competitive advantage in online marketplaces.

Keywords: service quality; risk; value; marketing strategies; online shopping.

DOI: 10.1504/IJIPM.2026.154374

International Journal of Intellectual Property Management, 2026 Vol.16 No.3, pp.278 - 305

Received: 05 Aug 2025
Accepted: 31 Aug 2025
Published online: 25 Jun 2026 *

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