A Study Of Perceived Elements Of Customer Value In The Situation Of Online-shopping

As internet economy approaching, on-line shopping is attracting more and more consumer. Since the market competition is further fierce, internet merchants are urgent to find the way of gaining competitive advantage. Customer value as one of the ways to gaining competitive advantages has been focus on by scholars and the entrepreneurs. This paper tries to studies on perception elements of customer value in on-line shopping, and then brings forward the system about perception elements of customer value in on-line shopping. It could be expected that this kind of study is able to provide suggestion and guide for internet merchant.The first, this paper brings forward the background, significance, content and innovations of this study. The second, this study reviews the on-line shopping and customer value theories. The third, this paper studies customer benefits and sacrifices in on-line shopping, and then designs a system about perception elements of customer value. The fourth, this study amends the system about perception elements of customer value through positive study.Through investigating on on-line shopping customers, this paper develops fourteen perception elements of customer value. There are security, response, content articulation, learning, maintenance, cost, communication, cooperation, purchasing choices, promotion, website design, environment, shopping habit and extra benefits. Besides that, this paper also studies the impact of consumer census characteristic over perception elements of customer value.According to the study results, this paper gives out the system about perception elements of customer value and the content of each perception element. And this paper also analyses how consumer census characteristic influence perception elements of customer value and the impact extent. These studies provide basis for internet merchant to carry out pertinence marketing.