Influence of Perceived Value on Clients' Behavioural Intention in Online Psychological Counseling


  • Chunhua Cheng Faculty of Education, Language, Psychology and Music, SEGi University, Kota Damansara, Malaysia
  • Mariani Md Nor Department of Educational Psychology and Counselling, Faculty of Education, University of Malaya, 50603, Kuala Lumpur, Malaysia
  • Jia Gao Graduate School of Business (GSB), SEGi University, Kota Damansara, Malaysia
  • Siya An Department of Chemistry and Chemical Engineering, Zunyi Normal University, Guizhou, China



Psychological Counseling, Online Consultation, Perceived Value, Emotional experience


This study employed quantitative research methods to survey 400 customers in China who had used online psychological counseling. Subsequently, SmartPLS4.0 was used to conduct structural equation modeling to test the comprehensive relationship between variables. The research demonstrates the role of emotional experience, perceived usefulness, and ease of use in determining user intent. Conversely, there is a negative correlation with perceived cost. The findings suggest that cost plays a significant role in user decision-making when it comes to online psychological counseling. These results provide valuable insight into how users perceive such services and can guide their development.


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How to Cite

Cheng, C., Md Nor, M., Gao, J., & An, S. (2024). Influence of Perceived Value on Clients’ Behavioural Intention in Online Psychological Counseling. Environment-Behaviour Proceedings Journal, 9(27), 463–468.