Research On The Effects Of Customer Perceived Value On Customer Loyalty Of Shopping Cosmetics Online

With the rapid development of Internet, the e-commerce improves the experience of the user, and gradually change our way of life. This lifestyle change first reflects in the change of people’s shopping behavior, which has changed from the traditional entity shop to the online stores to purchase goods. However, the online stores always focus on attracting new customers, ignoring the old loyal customer who is an important source of corporate profits the electricity in the Internet to the sale of goods to the customer’s focus is often attracted many new customers, ignoring the old customer loyalty to buy the product before is an important source of corporate profits. Therefore, under the real economy environment, the enterprise should pay more emphasis on customer loyalty, and for e-commerce enterprise, customer loyalty is the key factor to success.Customer loyalty is an important goal for every enterprise, which plays an important role during its continued development. Especially in the present market where the competition is so fierce, and the customer loss is so severe. Many enterprises begin to the pursuit of customer loyalty, and see boosting customer loyalty as a long-term strategy for the sustainable development of enterprises. There are so many driving factors of formation of customer loyalty that previous studies think the customer satisfaction as the most driving factors. In recent years, many scholars focus their study perspective on the customer perceived value. The fact also proved that, customer perceptive value is the important source of customer loyalty.This paper puts the cosmetics proprietary website in the B2 C mode as the research object, and analyses the influence of customer perceived value on customer loyalty. This study will measure customer perceived from four dimensions: functional value, experiential value, website security and social value, and will study the effect of these four dimensions of customer loyalty through the empirical analysis.In this paper, the first part mainly introduces the research background, practical and theoretical significance, research framework and research methods of this article, etc.; The second part reviewed relevant literature of customer perceived value and customer loyalty; The third part defines the concept of this article, and puts forward the theoretical basis of this paper; The fourth part puts forward the research hypothesis, constructs research model; The fifth part mainly has carried on the empirical analysis of the result of the questionnaire, validate the impact of customer perceived customer value on customer loyalty; As the last part, the sixth part summarizes the research conclusion of this article, and marketing suggestions to enhance customer perceived value are put forward. Finally it points out the insufficient and the improvement direction in the future.