Research On Customer Buying Decision-making Process And Value Realization In The Mobile Internet

With the rapid development of mobile Internet and the popularity of smartphone terminals, the mobile Internet is promoting the development of themobile business activities, gradually changing the way of customer’s buyingbehavior, brings convenience, timely and speedy consumer services tocustomers, forming a new consumption trend in the new environment. Fromthe background of mobile Internet technology in the paper, combining withcustomer buying decision process and the customer purchasing decisions asthe starting point for mobile Internet conditions, the paper explores therealization of customer value at different stages of purchasing decisionsin-depth, and analyses each customer value in the process of decision-makingprocess, providing reference for the development of mobile merchants.First of all, as a new technology of the mobile Internet and the rapidapplication of intelligent terminals are changing the way of pushing thecustomers to buy. The outstanding characteristics of Mobile Internet buyingbehavior are not subject to regional, not limited by time and space, at the sametime for the production of consumer behavior, the mobile Internet provides asource of access to information through various channels, reducing theinformation asymmetry caused by the contradiction. Based on the literaturesummary, case analysis and field investigation, the paper summed up thecustomer value realization model under the condition of different stages ofmobile Internet customers purchase decision. In many factors of affectingconsumer, customer value is a contact focus between mobile electricmerchants and customers. Compared to traditional customer purchasedecisions and the mobile Internet customer’s purchase decision and focusingon the change of the content conditions of different stages, the traditionalpurchase decision phase is divided into five stages. Under the condition of themobile Internet, customer purchasing decisions are divided into four stages,respectively for the inner demand, information evaluation, purchase and feedback during the evaluation periods, including the components of customerexpecting value, customer experience value, customer decisive value and netcustomer value, net value includes customer perceived value and customerperceived cost.Second, the research is on the customer purchase decision-makingprocess and the realization of customer value. Mobile Internet is convenientand practical, brings the larger influence on movement of customers to buy,customer value dominant force prompts the decision making process and theformation of value, and the content of the performance in each stage ofcustomer value is different, the paper is carried on analysis about the buyingbehavior in the mobile Internet mode.Again, the paper builds the value implementation model of customerspurchase decision under the condition of mobile Internet. In accordance withthe prime purchase, early purchase, mid and later stage, the paper analysesthe change of customer value at different stages, ultimately affects thecustomer purchase decision behavior. As the driving customer purchasedecisions, the power source of the customer value promotes the shift inconsumer purchase decisions.Finally, combined with the actual operation of the mobile phone taobaonetwork’s shopping (fashion consume goods), the paper respectively analysesthe implementation of customer value from the mobile Internet circumstancesof the prime purchase, early purchase, mid and later stage, and on the basis ofthe existing analysis, the paper provides recommendations to realize thecustomer value, propose mobile phone taobao’s concerns, design ideas andbasic directions.