An Empirical Research Of Service Innovation’s Influence On Customers’ Purchase Intention Under Our B2C E-commerce Model

ABSTRACT:In recent years, as the increasingly fierce competition, customer demand has been more diversified, Service innovation has become an important way for enterprises to maintain the competitiveness effectively. Service innovation’s essential is a series of methods to increase tangible products or intangible services’added value in order to meet the spiritual needs, which includes the innovation of enterprises’ product and brand development and the innovation of enterprises’ technology and service. Under the B2C electronic commerce, enterprises need to provide some special service to meet its customer’s needs in order to increase customer purchase intention, improve customer satisfaction. Only by understanding the customer’s expectation and consumer’s feedback on existing services, enterprises can take the corresponding service innovation activities to meet customer expectations. Therefore, this study based on the point of perceived value, put customer at the decisive position in transaction, investigated the internal constituent dimension of customer value, thus started the research on customer purchase intention.Firstly, based on Bilderbeek’s four dimensional model of service innovation, this paper reviewed related literature of service innovation, combined with the exploratory case depth interviews, designed the service innovation measurement. Combined the network consumer’s behavior and psychological characteristics, this paper supplied and modified the customer perceived value dimension based on Sweeney’s research, designed the measurement of customer value with five dimensions including function value, situational value, perceived cost, social value and perceived risk under the B2C model. At last, this study had build a conceptual model of the influence between enterprises’ service innovation and customer purchase intention under the B2C model.Secondly, this study chose the customer with B2C shopping experience as the investigation objects. Based on the analyze results of SPSS and AMOS statistic software from the questionnaire data, this study modified the assumption model of the influence between enterprises’ service innovation and customer purchase intention under the B2C pattern. This paper has also get the following conclusions:Service concept innovation has a certain influence on perceived cost and social value; Customer interface innovation significantly influence situational value, social value and perceived risk; Service delivery system innovation not only significantly influence perceived risk, but also had a positive effect on function value; Technological innovation has a certain influence on situational value and perceived cost; Function value, situational value, perceived cost and perceived risk has a certain extent influence to customer purchase intention.Finally, based on the analysis of the results of empirical analysis, this paper proposed an idea of service innovation that required us take customer as the center in order to realize customer value. At the same time, this paper pointed out a new development direction in service innovation under the B2C model in China. That is, emphasizing the shopping experience to achieve the two-way communication, expanding the transaction mode and payment means to realize online-2-offline’s barrier free communication of internet shopping.