The Influence Of The Differences Before And After The Online Shopping In Perceived Value On Customer Satisfaction' Resesrch

On November 11,2016,Tmall's all day turnover was $120.7 billion.It suggests the network shopping has occupied an important position in people's life.Compared with the traditional shopping mode,network consumption has the advantages of rich products,convenient purchase and home delivery,but there is a kind of common phenomenon during the network shopping : before and after buying the products,customers' initial perception of product or service value and ultimately perceived value tend to vary,one of the most common is network show ironic buyers and sellers.The existence of this kind of difference tends to affect the customer satisfaction of online shopping.In systematic review perceived value theory,inconsistent expectations theory,on the basis of related literature,this paper build difference "perceived value,customer satisfaction" relationship model and puts forward assumptions,through questionnaire survey and data analysis,this paper studies the following content:(1)perceived quality,perceived service value differences of value and perceived social value differences and the relationship between customer satisfaction;(2)under different product types,perceived quality,perceived service value differences of value and the comparison of differences between perceived social value;(3)to explore the product type differences in the perceived value and customer satisfaction relationship plays a regulatory role.In this paper,the author use the SPSS22.0 and AMOS22.0 analysis the data and get main research conclusions:(1)the experience value difference of quality perception of the quality and search the existence of significant differences,but the difference is not in the perceived service value and perceived social value differences were significantly different.(2)the overall significant positive correlation between perceived value differences and satisfaction.Perceived quality value differences and significant positive correlation between the degree of satisfaction;Perceived service value differences and significant positive correlation between the degree of satisfaction;Perception and satisfaction significantly positive correlation between social value differences.(3)the product type,perceived quality,perceived value difference value differences,the path of the relationship between perceived service value differences and satisfaction has significant adjustment.The product type to the path of the relationship between perceived social value differences and satisfaction without significant regulatory role.According to the conclusions of the study,the following recommendations:(1)the electricity supplier enterprises should strengthen the perception of customer perceived quality value difference of the phenomenon,the objective and true description of goods.(2)electricity supplier enterprises should improve the quality of service,establish a customer centered service system.(3)the measures to improve customer satisfaction in electricity supplier enterprises should be classified according to product type.The innovation of this paper include:(1)make the perceived value as a starting point to study the difference of perceived value and its relationship with customer satisfaction;(2)to introduce the product type as a moderator variable,analysis under the condition of different products change the influence of the differences in perceived value and satisfaction.