An Empirical Study On The Impact Of Customer Value Creation On Customer Satisfaction In C2B Context -The Regulation Effect Of Product Characteristics

In the past, most consumers and businesses are unable to accept the high cost of customization, so the second, to sacrifice the low cost and high efficiency of the exchange of industrial production, which is the enterprise as the dominant, less variety mass production of B2C model. With the return of consumer sovereignty, the demand for the product is becoming higher and higher, and the C2B mode is born. Personalized custom service is the advanced stage of C2B business model, which is innovative:to meet the needs of high cost and low price to meet the requirements of the low price. For the consumer, the balance between the high price and the purchase may be weakened. This is a huge challenge for both enterprises and consumers. This paper stands in the consumer’s position, exploring the research of customer value in C2B situation, and has positive significance to the balance of electricity suppliers and consumers. In this paper, the C2B e-commerce in China as the research object, hoping to draw a conclusion, the development of the C2B model. On the basis of reviewing the literature and drawing on previous research results, this paper divides the customer value into five dimensions: product value, timeliness value, interactive value, personalized value, safety value of the dimensions, the product type, product price as the adjustment variable, customer satisfaction as the dependent variable to construct the conceptual model. This study uses questionnaire survey method to collect data, and through the analysis of survey data, the conclusions are as follows:(1) the value of the product, the value of the value, the value of the value, the value of the value, the value of the value, the value of the customer satisfaction have a significant positive impact on customer satisfaction, but the timeliness value has a significant negative correlation with the customer satisfaction; (2) there is a partial adjustment effect in the effect of product type on customer value in C2B situation; (3) product price has positive moderating effect on product value, interactive value, safety value and customer satisfaction. It has negative moderating effect on individual value and customer satisfaction.