The Impact Of Customer Participation To Purchase Intention

E-coupon is able to boom on the market and E-coupon operators can arrange their terminal electronical equipments from the subway to the great shopping malls, as customer participation play an important role. Under the electronic coupons consumption situation perspective, this article mainly study the relationship between customer participation, customer perceived value and customer purchase intention, in order to give some suggestions to the competitive E-coupon operators from the empirical results.Studies about the three variables of customer participation, customer perceived value and purchase intention have been comparatively mature, but have not form a unified conclusion. Based on this, according to the emerging new consumer form of E-coupons, this paper constructs the conceptual model between the three variables, and put forward the research hypotheses.The contents of this paper mainly include:(1) In the process of E-coupons acquisition and using, ascertain the dimensions and degree of customer participation, and explore the influential role of customer participation to the perceptive value and customer purchase intention.(2) Study intermediary role of customer perceived value on customer participation and customer purchase intention relations. (3) For E-coupons operators how to attract and maintain customer groups better, put forward my own proposals.This paper used research methods of theoretical analysis and empirical analysis, qualitative analysis and quantitative analysis. This study chose questionnaire as the main method of data collection, and literature review methods as the supporting method in data collection and data analysis.Reached the following conclusions through my empirical research:(1) The various dimensions of customer participation play the positive role to purchase intention.(2) The dimensions "perceived effort" and "task definition" have the positive relationship with customer perceived value, but not the other dimensions of customer participation.(3) In the four dimensions of customer participation, "perceived effort" and "task definition" play a more important role to perceived value and purchase intention than "information seeking" and " personal interactive".The impact of customer participation to purchase intention-the example of E-coupon's application(4) Customer perceived value play the part of the intermediary role on the relationship of customer participation and purchase intention.