An Exploratory Study Of Online Shopping Customers Perceived Value Drivers

Development of network market is not as smooth as the development of Internet trend. Enterprises and individuals will face with the embarrass situation when they open up the network market.The sales volume will not consistent with the ratio of page reviews, and you will see a serious imbalance in the network market. This phenomenon has aroused the theoretical circle and industries attention, and its associated research are endless, but the root cause of this phenomenon is that the network of the virtual shopping environment for consumers, which will cause purchasing decisions to bring more uncertainty, what's more, decision making costs significantly.Most considerations before a decision comes from the perception. Consumer perception is the basis of mental activity. Especially for the network this special shopping environment, improving the perception of consumers is more important than simply bring value to customers, because the online shopping consumer decision making is based on the perceived value of the product. The value of this perception is not like a traditional shopping channels as products based on the intuitive definition of value and service value. Customer perceived value drivers of the study helps to better grasp the nature of consumer behavior, the maximum degree of reduction of consumer concerns about online shopping. This article draws research technology acceptance model, perceived value will drive consumer purchasing behavior with the intention of factors linked to the e-commerce businesses to provide marketing advice.The innovation of this study is that bringing online reviews as a network of customer perceived value in one of many drivers to explore the impact of the perceived value, and finally using the technology acceptance model. Since perceived value is based on a system of psychology based on the concept of online reviews and their relations can not be directly obtained through empirical studies have shown that, so this perception by demonstrating the value of online comments and the relationship between the components of an indirect relationship between the two drawn. Comment on the perceived value of online driver exploratory study will help scholars to previous years, the perceived value of research results and on-line shopping environment of this special combination of shopping, the greatest degree of reduction of consumer concerns about online shopping. This article draws research technology acceptance model, and brings perceived value drivers of the consumer buying behavior with the intention to link to the corporate network for e-commerce market development and maintenance of marketing advice.This research used a marketing survey and some major statistical analysis methods including SPSS, AMOS statistical analysis tools. After data collecting I use these tools for data descriptive statistics, reliability and validity analysis. Final I amend the conceptual model, draw conclusions, and revelation suggestion.