| Customer relationship value is one of the best research themes in customer relationship management (CRM), but now study of customer relationship value is from two independent perspectives, that is, the value that a customer carries to an enterprise from the perspective of the enterprise and the value that an enterprise delivers to customers from the perspective of the customers. From the single perspective to study relationship value, the model would become open-loop, and system would neglect union. Meanwhile, with the booming development of e-business, the interactive channel between the enterprise and the customers has been great changes. Thus, how to understand the research of bidirectional customer relationship values of e-business website has great significance to improve, stabilize and enhance customer relationship.The main research content and innovation point is:Firstly, cognition process is introduced to analyze the process between enterprise and customers, and summarizes the relationship values (the value the enterprise delivers to the customers and the value the customer carries to the enterprise) is bidirectional and interaction. Moreover, the game model of the value's interaction process is set up to prove the interaction of bidirectional relationship values can promote customer relationship development to the value-added relationship. Thereby, it's important to combine bidirectional relationship values and significance of regarding customer relationship. The bidirectional relationship values become the theory basis of the study on relationship values in shopping website's human-computer interaction (HCI).Secondly, a new method of "investigation questionnaire—simulated shopping—experiment questionnaire" and an independent developed experiment platform are utilized to do the exploratory experiment of shopping website's HCI. Then it forms a set of comprehensive experiment of shopping website's HCI and research method's framework. The semeiology and grounded theory are combined to thoroughly analyze testee's purchase behavior data and two kinds of questionnaire data, and research the factors and relationship between relationship values in shopping website's HCI. The relationship values model of shopping website's HCI is set up to demonstrate the effect of bidirectional relationship values which are composed of six factors, and demonstrate bidirectional relationship values will realize the value-added relationship in the purchase's interaction process.Finally, the structural model of customer feelings based on shopping website's HCI by the empirical study is set up to analyze the relationship between the enterprise's provided value that customers perceive in the shopping website's HCI and customers' feelings. And then, the relationship values model of shopping website's HCI is expanded.The research results form a new viewpoint of researching shopping website's HCI by combining with bidirectional relationship values which is value-added with interaction. And the research results break through the insufficiency which exists in traditional research of relationship value, meanwhile; make further understanding that HCI has an effect on relationship values in network shopping environment. Moreover, the research results provide theoretical foundation and guidelines in improving shopping website's HCI, and have significance in enterprise's establishing sound and stable relationship with customers in the network environment. |
