The Research Of B2C Online Shopping Customer Value Elements And Difference

With the era of Internet economy approaching, online shopping is attracting more and more consumers. Since the market competition is further fierce, How to win competition has become a difficult problem for companies to solve. From the1990s, Academic and business circles have carried through a series of research to find a way to obtain competition advantage. Customer value as one of the ways to gain competition advantage has been focused by Scholars and entrepreneurs. This paper tries to bring forward the element system of B2C online shopping customer value, which could provide suggestion and guide for Internet merchants.First of all, this paper studies customer value and customer value elements related theory. Then this paper design a system of B2C online shopping customer value elements through further study of customer benefits and customer sacrifices in online shopping.Secondly, through investigation on online customers, this paper develops ten elements of B2C online shopping customer value:Security, Non-Monetary cost, Selective, Web-design, Monetary cost, Information of product, Image, Individuation, Cooperation and Credit. This paper researches the perception difference of customer value between different customers using the variance analysis. In addition, this paper finds out four different customer groups which takes the customer value elements as analysis variables of K-means cluster, then analyzes the difference of the customer value elements among four different groups.According to the study result, this paper gives out the system about perception elements of customer value and the content of each perception elements, and analyzes the difference of B2C online shopping customer value between different customers. These studies provide basis for internet merchants to carry out targeted marketing activities.