Study Of Influence On Consumer Purchase Intention Based On The Perceived Value Of Online Customer Service

Over the past decade, with the continuous development of e-commerce industry, more and more consumers are starting to join the ranks of online shopping which is regarded as an important part of their life. Among many online shopping modes, B2C website online shop-ping has been greatly developed, more and more popular and consumer recognised, and has become one of the important choices for online shopping consumers.Meanwhile, theoretical research of quality of service has extanded to the modern ser-vice industry, especially with the rapid development of e-commerce industry in recent years, more and more scholars began to focus on the electronic commerce service quality research, and some important achievements have been made.Based on online service quality theory and the existing research results, taking consum-ers shopping in B2C websites as the research object, online customer service as the break-through point, while the introduction of network perceived value as an intermediary variable, online reviews perceived usefulness as a moderator variable, combined with the consumers of different shopping motivations,the thesis is to make a research for the relationship among website online customer service quality and consumers purchase intention with an in-depth discussion and analysis.Through the research design and empirical analysis, the paper gets the following con-clusions:(1) The B2C website online customer service quality dose not directly affect con-sumer purchase intention, online customer service quality has a positive influence on cus-tomer network perceived value, and then affect consumer purchase intention, while the in-fluence of different service quality dimensions on customer perceived value differs; (2) Online reviews perceived usefulness has a positive regulatory role in the the relationship of customer network perceived value and customer purchase intention; (3) Different consumer shopping motives have different influences on their purchase intention, practical shopping motives positively affect consumer purchase intention, while hedonic shopping motive con-sumers negatively affect consumer purchase intention.