Promotion Strategies Based On The Perceived Value Of Online Shopping Intention

As a new shopping mode, Internet shopping has just been in its childhood in China. Most of customers only regard it as an "attempt", not a "habit". So, how to promote customers' intention of Internet shopping becomes the main problem we resolve in the study.By analyzing the condition of Internet shopping, we choose IT digital products as our study object. On the basis of summarizing correlative theories, we explores the structure and driving factors of customer perceived value, and its effect on the Internet shopping intention in the Internet environment. We conceive a model which can describe customer perceived value, called P-S-C model. It includes three segments: product perceived quality (including performance, durability, ease of use and prestige), website service quality (including information quality, efficiency, reliability, responsiveness and privacy), and customer cost (including monetary, time, psychic, and physical cost).After surveying nearly 400 persons, we obtained the necessary data for the study. At last, the analysis results supported out hypothesis. The main conclusion is showed as follows:1. Customer perceived value includes utilitarian value, hedonic value, and relationship value, and recreational value affects the Internet shopping intention most.2. Product performance, ease of use, information quality and efficiency of website has positive effect on utilitarian value respectively.3. Product performance, durability, ease of use, prestige, efficiency, reliability, responsiveness and privacy of website has positive effect on recreational value respectively.4. Product performance, durability, ease of use, prestige, responsiveness and privacy of website has positive effect on relationship value respectively.5. Customer cost has negative effect on perceived value.