Research On Consumer Purchase Intention In B2C E-commerce Invironment Based On Customer-perceived-value

The rapid development of the Internet opens up a new ear for internet shopping, but internet shopping has just been in its childhood in China, most of the customers only regards internet shopping as an attempt, not a habit. So, how to promote the customers'purchase intention becomes the main research focus of this paper.This paper selects the fast developing internet shopping market-B2C e-commerce market-as the research object, meanwhile takes the 3C products as survey examples. On the basis of summarizing the domestic and foreign relevant theory researches, this paper regards customer-perceived-value as the entry point of the research, and then explores the concept, dimensions and its driving factors of customer-perceived-value, and also its influences on the purchase intention of the customers under the B2C e-commerce environment.On the basis of predecessors' achievements, combing the features of China's B2C e-commerce environment, this paper structures a theoretical model between customer-perceived-value and customer purchase intention from three dimensions: product perceived quality (including performance, ease-of-use, durability and prestige), website service quality (including information quality, efficiency, responsiveness, reliability and privacy) and customer cost (including monetary, time, psychic and physic cost). This paper combines both theoretical method and empirical method, surveys nearly 400 internet customers through entrusting a third-party investigation organization, and then analyzes the collected data using factor analysis, correlation analysis and regression analysis with SPSS 16.0; finally, the analysis results support our hypothesis. The main conclusions are showed as follows:(1)Utilitarian value, hedonic value and relationship value consist of the customer-perceived-value in B2C e-commerce environment and hedonic value affects the customers'internet purchase intention most.(2)Factors of performance, ease-of-use, information quality and efficiency have respectively positive effect on customers'utilitarian value in B2C e-commerce environment.(3)Factors of performance, ease-of-use, durability, prestige, efficiency, reliability, responsiveness and privacy have respectively positive effect on customers'hedonic value in B2C e-commerce environment.(4)Factors of ease-of-use, durability, prestige, responsiveness and privacy have respectively positive effect on customers'relationship value in B2C e-commerce environment.(5)Different from the traditional shopping environment, the content of customer cost changes in B2C e-commerce environment, every aspect of the customer cost has negative effect on customer-perceived-value.