Research On Relationship Of Customer Perceived Value, Shopping Value And Behavior Intention On B2C Online Shopping

With the gradual rise of e-commerce, the new shopping way, online shopping, is changing people’s traditional way of shopping. CNNIC released the31st China Internet Development Statistics Report, which reported that transaction amount of online shopping market in China reached1.2594trillion yuan in2012, an increase of66.5%compared with2011. In the case of rapid development of online shopping market China, B2C online shopping model, while the overall size can not reach the scale of C2C model, but its growth rate in recent years is far higher than the C2C mode, showing a good momentum of development.Meanwhile, research on consumer online shopping behavior is becoming one of the hot areas of academic research. Many of researches are from the perspective of customer perceived value, and the methods of dimensions divide are different. This paper summarizes the commonality of different dimensions divided methods through literature study. Combining with online shopping features, this paper divides customer perceived value into five dimensions, including ease of use, product, service, safety and entertainment. Then research the relationship between customers perceived valve and consumer behavior intentions based on the five dimensions. The paper also introduces hedonic/utilitarian shopping value into study. The difference between these two different shopping values is that, consumers are making overall evaluation of the functionality and experience. Generally, utilitarian shopping value generated from the functional, instrumental and cognitive characteristics, while hedonic shopping value generated from the feeling of pleasure, rather than complete the task. These two different shopping value have an effect on online shopping behavior intention. Based on this, the main contents of this paper is that in the B2C online shopping, the impact of customer perceived value on the value of shopping and behavioral intention, the impact of shopping value on behavioral intentions, as well as the mediating effect of shopping valve. And the research model in this paper reflects the relationship between the three.At last, the author collected data through questionnaires and analyzed the data with SPSS in order to test hypotheses.Through the data analysis, the following results:(1) The five dimensions of customer perceived value have significant impact on but with different degrees of behavioral intentions;(2) Compared with the utilitarian shopping value,the impact of hedonic shopping value on behavior intention is relatively weaker;(3) Different customer perceived value dimensions are in different effects on utilitarian/hedonistic shopping value;(4) Compared with the utilitarian shopping value, mediating effect of hedonic shopping value on the relationship of customer perceived value and behavioral intentions is weaker.The results show that in the B2C online shopping, the product dimension of customer perceived value has the greatest impact on consumer behavioral intentions. From shopping value perspective, utilitarian shopping value is the main driving force in the process of online shopping behavior intention of the obtained functionality. Based on these results, this paper puts forward proposals regard to marketing and management for the B2C e-commerce in the end.