Research On The Transmission Mechanism Of Interaction Information,Customer Perceived Value And Customer Satisfaction

31th "China Internet Development Statistics Report" shows that at the end of December2012, Chinese netizens reached564million,and internet penetration is at the rate of42.1%. In2012, China’s online shopping is still growing rapidly, only Taobao and Tmall,their trade turnover exceeded one trillion yuan. The study of online shopping has also become one of the hotspots of the latest academic research.Online shopping involves logistics, capital flow and information flow. The research has focused on the first two and and the research is very fruitful, on the contrary,online shopping information flow is relatively few,yet information flow is essential to online shopping.Online shopping hasn’t face-to-face communication with salesman,and consumers are unable to observe and touch even try the product. So information flow is undoubtedly a critical step to achieve trading. Therefore, it is very necessary for the article studys the transmission mechanism interactive information, customer perceived value and customer satisfaction on the shopping site, in turn, increases consumer satisfaction by improving the information service of the shopping site.Basing on the related theory of customer perceived value and customer satisfaction, the article takes transmission mechanism of interactive information, the customer perceived value and satisfaction in the context of online shopping as the object of the research,and brings up with its conceptual model after summarizing and analyzing the relevant literature.Followed by issuing large-scale questionnaires for collecting data,the article verify and correct the conceptual model by adopting the major method of statistical analysis of structural equation modeling.The conclusions of the article are as follows:First, product recommendation has a positively indirect effect on customer satisfaction by the customer perceived value,rather than directly acting on customer satisfaction. And product recommendation indirectly affect customer satisfaction mainly through perceived value and perceived cost.Second,customer reviews put on a positively indirect effect on customer satisfaction by the customer perceived value,not directly act on customer satisfaction.And customer reviews indirectly affect customer satisfaction by perceived cost and perceived risk.Third, the customer perceived value has a significant and positive role on customer satisfaction directly.