Research On The Action Mechanism Of Internet Information On Customer Value Perception

With the rapid development of the Internet technology and the popularity of theterminal equipments, such as smart phones, tablet PCs, the number of Internet users isincreasing, and the network also greatly enriched people’s life. Online shopping as anInternet activity is favored by Internet users due to it’s convenience and speed, and itpromotes a change in consumption patterns, making consumers to change from thetraditional consumption mode to the Online shopping mode. Attendantly changing thepsychological perception of customer value, customer value perception deliveredfrom traditional physical face-to-face transfer into virtual transmission in the networkenvironment, and the delivery of the customer value perception in virtual environmentis mainly about a product or service information through a variety of Online shoppingplatform, these information can or can not meet the needs of customers will directlyaffect customer’s perception of value. For customers, the content of the websiteshould be timely and accurate, can provide detailed information about the product orservice, with respect to a particular site, there is enough information to compareproducts, that is to say the website can provide a wide range of products or programsfor customers to choose is very important. Therefore, information plays a veryimportant role in the creation of customer value in the network environment. So thepaper based on this background, research on the information point that customer focusand the mechanism of the information on customers.Firstly, this paper constructs the mechanism model of the information under thenetwork environment on customers. The purchase phase is divided into demandanalysis stage, purchase stage and feedback stage, and the information that the entireshopping process concerns are summarized as price information, quality information,credit information, service information, payment information and logisticsinformation, including the components of customer expecting value, customer per-ceived value, customer experience value, customer decisive value, customer feedback value and net customer value. Then, according to the changes that the customersfocused on different stages, analyze the composition of information and customervalue, and make a detailed analysis of the mechanism of various types of informationon customer value. Finally, make the summary and put forward the hypothesis.Secondly, give an empirical test of the hypothesis proposed in this paper. Theoriginal data were collected by questionnaires, then using SPSS19.0statisticalsoftware to make entry arrangement, using four kinds of analysis tools for data ana-lysis, including descriptive statistics, reliability and validity analysis, factor analysisand regression analysis. First of all, this paper use frequency distribution, percentage,cumulative percentage, to analyzed the social characteristics of the respondents, andthen analyzed the scale used whether meets the needs of the study or not by reliabilityand validity analysis, finally, analyzed the relationship between different variables inthe model by regression analysis. Through analysis we draw the followingconclusions:The results obtained by factor analysis indicated that every item of these sixdimensions including price information, quality information, credit information,service information, payment information and logistics information are broughttogether, the factor loading of each dimension is significantly greater than0.5. Thisshows that the information customers focus on online shopping environment can besummarized as six categories,they are price information,quality information, creditinformation, service information, payment information and logistics information.By regression analysis showed that each variable multiple correlationcoefficients were greater than zero, can be obtained that preferential information ofprice on the website has positive effect on customer value, the complete and true realquality information and symbolic quality information about the products has apositive effect on customer value, abundant credit information has a positive effect oncustomer value, comprehensive pre-sale,after-sale service information has a positiveeffect on customer value, the full disclosure of payment information has a positiveeffect on customer value, rich logistics information has a positive effect on customervalue. Finally, gives some optimization suggestions about website informationconstruction, and points out the shortcomings and future research directions of thisresearch.