Research On Evaluation System Of B2C Online Shopping Website Based On CPV

With the development of internet economy, e-commerce is gradually changing people's life style.There are more and more customers shopping online. Meanwhile, more and more firms explore a new market in the internet and lots of B2C online shopping websites emerge.The competition between these websites is quite intense. Therefore, constructing evaluation system of B2C online shopping website based on CPV can provide a reference to customers who have lots of choices and help them find ideal online shopping website faster.Morever, it can provide a reference to the website's operators,help them grasp customers'needs and then carry out the specific measures to increase customer perceptive value,finally making customer satisfied and loyal. Morever.the evaluation system can help investors know certain e-commerce website's market potential and brand value and then make the right investment decisions.Compared with the rapid development of online shopping, theory research about online shopping website evaluation is relatively backward. In current academic circles, most of the e-commerce website evaluating theories are from the perspective of technique or businessman.But the theory which from the perspective of customers'requirements and customers'perceptive value is few. And to conduct the study using empirical method is less. Therefore, the research about B2C shopping website evaluation,which using empirical research method and from the perspective of customer perceptive value, has certain theoretical and realistic significance.This paper first systematically summarizes the fundamental theory of customer value, e-commerce and e-commerce website evaluation etc. On the basis of thesis review and respondents interview, the writer preliminarily constructs a B2C shopping website evaluation index system which is based on cpv. And then, the writer collects enough data through questionnaire survey and uses SPSS 17.0 software for data analysis, verify and correct the'evaluation system according to the results of data analysis.and calculates the various indexes weights of the system by using the specific method.Finally the writer constructs a relatively scientific and reasonable B2C shopping website evaluation index system which based on customer perceptive value, and then, puts forward the corresponding marketing strategies and suggestions to B2C online shopping website operators according to the system.