Online Shopping Customer Perceived Value And Service Loyalty

Science's and technology's progress has accelerated service industry development, specially the computer technology and networking's popularization application, has developed service industry business scope, also causes many new service industries condition to be able to be born.The commodity retail trade as a result of the electronic commerce technology's development and the application, got rid of the original regional limit, makes great strides forward to the internationalization and the globalization.According to the Chinese Internet message center (CNNIC) the statistical data demonstrated that has purchased the commodity or the service consumer in the past one year through on-line store assumes the trend of escalation obviously.Customer's self-service consciousness strengthens gradually, the surfer shopping gradually was already approved by the people and forms one kind of tidal current, may foresee the web cam community which grows unceasingly for the network sale to bring the huge latent source of tourists, the network shopping in the future will welcome the fast development phase.For all this, compares with the traditional retail trade, at present the network shopping accounts for the society total volume of retail sales the proportion to be very also small, the user mostly holds the attitude of wait and see to on-line commodity.Makes this kind of condition the reason besides factor and so on technology and commercial mechanism influences, more factors are come from such as in the consumer behavior and the psychological level question.This article to the bulk service quality, the sensation value, the consumer behavior as well as the network marketing related literature's review and in the reorganization foundation, introduces the customer sensation value and the customer satisfies, the trust, loyal and so on correlation theories, between consumer's angle, satisfied, the trust to the network shopping customer sensation value and the customer and is loyal the relations to conduct the empirical study.This article designs the network shopping customer sensation value questionnaire, through the principal components factorial analysis, carries on the exploration to the network shopping customer sensation value dimension, finally utilizes method study each dimensions and so on correlation analysis, regression analysis to satisfy, the customer to the customer to trust, customer's loyal influence, between as well as the customer satisfies, the trust and is loyal the reciprocity, proved this article proposed satisfies, the customer trust as well as the behavior intention reciprocity supposition and the research model about the network shopping sensation value and the customer.This article draws the conclusion to be as follows:1st, the findings had discovered the network shopping customer sensation value's 6 factors, respectively be serve, safe, convenient, the product, the cost and the experience and so on six factors, these six factors have manifested consumer's network shopping sensation value constitution basically.2nd, the sensation value's 6 dimensions satisfy to the customer have the significance influence, the cost factor is biggest to the customer satisfactory influence, next is the convenience and the service factor; The sensation value's 6 dimensions trust to the customer have the significance influence, experiences the factor to trust the influence to the customer to be biggest, next is the security and the cost factor; The sensation value's 6 dimensions loyal have the significance influence to the customer, the cost factor is biggest to the customer loyal influence, next is the service and the factor of safety.3rd, the empirical study indicated that under the electronic commerce environment, the customer satisfies to the customer trusts, the customer loyally to have the direct influence, simultaneously the customer trusts, also has the direct influence loyally to the customer.Finally, the union check result proposes the rationality for the network shopping service provider to suggest that and pointed out this research the limitation and further research direction, has provided the real diagnosis reference for the fundamental research personnel and the marketing personnel.