The Research On The Influence Of Customer Participation On Customer Perspective Value Of C2C Pattern

With the economical and society's development, science and technology's advancement, especially the popularity and rapid development of Internet makes online shopping from space and time constraints, so sought after by people, the trading of c2c model which is especially prominent. However, in the same time, with online shopping favored by people, the competition is increasingly keen among online retailers. It is the retailers'focus that how to provide services or products to meet customers'demand. In other words, how to improve the customer's perceived value to gain customers. In the academic and marketing circles, the research of customer perceived value has been for many years. It is the research focusing on how to create and enhance value from the customer's perspective, to make the customers participate in service provision and delivery process, and to take the advantage of customers.Throughout the existing research about the perceived value, all from the customers'perspective, for example, from the external demand of customers to the psychological needs of customers, from the basic needs to the individual needs, from the perceived value's content to the perceived value of the constitution dimension, from the factors that affect the perceived value to the customer perceived value satisfaction, customer loyalty, customer buying behavior, etc. With the Internet in people's working life has gradually infiltrated, some scholars have been involved in research in online shopping constitution dimension of customer perceived value. Whether the customers'habits and network's particularity can affect customer perceived value, and whether can affect the changes in the perceived value's composition of dimensions in the C2C model. This paper selects the Taobao as an example, to discuss and verify the perceived value's composition of dimensions.In recent years, customer participation has become a hot research field in services marketing. It is an important method to improve customer perceived value that how to use the customer resources and play the customer ability, to involved in the production and delivery process. In this paper, writer on the basis of reading the related domestic and foreign literature about the customer participation, drawing on the dimensions of customer participation which have been divided by scholars, to migrate it to the online shopping environment, through empirical verification of its feasibility, and to further explore the impact of customer participation to customer perceived value and the dimension of customer perceived value in C2C model. Explore what factors influence customer perceived value in the customer participation, and then provide recommendations for network vendors, to gain customers and competitive advantage.In this paper, concept of customer perceived value of the five dimensions: emotional value, social value, price value, quality value and security value after collation and analysis of relevant literature. Then choosing the Taobao consumer group as the study object, through on-site survey to collect primary data, and using statistical software for data analysis SPSS 16.0 to test hypotheses. The data reliability and validity about the customer participation and customer perceived value are well, and the dimension of customer perceived value coincide with the expectations in C2C model after factor analysis. In related analysis, the customer involvement has positive influence on customer perceived value, and the influence of customer participation to emotional value and security value are more significant, while we can discovery the main reason which causes the two dimensions of the customer perceived value more significant, the result are work cognitive and interpersonal communication of the customer participation. Finally, according to the conclusions, we advice the practical marketing strategies for online retailers reference.This research has a deep understanding on customer participation and customer perceived value from theory to practice. First, the article about the customer participation in conjunction with customer perceived value is not so much, however, the writer study it and put it in a new environment. We verify these two theories' dimension and relations in a new environment, to strengthen both theories to be more universal. Second, there's article about the customer participation in conjunction with customer perceived value, but the focus is on customer participation, and study the impact about customer participation different dimension to CPV by division the customer participation dimension. However, in this paper, the focus is CPV. We divide the CPV dimension to verify the influence which customer participation to CPV, and to explore which dimension in customer participation impact the different CPV.