The Research Of The Impact Of Customer Perceived Value To Customer Repurchase Intention In B2C Model

Recent years,the development of the Internet has greatly promoted the social production and life changes and information dissemination,the popularization of the network and the number of Internet users increase effectively promote the market size of online shopping continues to increase,the total social retail market share continues to increase,more and more obvious contribution to the economy,the economic structure of our country occupies a position more and more important.With the beginning of a large number of network channels,such as traditional manufacturers and retailers,B2 C has become the most potential business model in e-commerce.The fierce competition in the online shopping market has prompted the B2 C business operators to realize the importance of customer value,and realize that it is the only way for the enterprises to survive and develop.Therefore,customer repeat purchase is an important indicator of the profitability of B2 C electricity supplier companies,electricity supplier companies must improve customer repurchase intentions in order to achieve sustainable development of enterprises.Firstly,this text through reading and analyzing the domestic and international customer perceived value and customer repurchase intention theory of literature,based on the B2 C online shopping mode,analyzes the current situation of China's B2 C enterprises;Secondly,using literature analysis will be divided customer perceived value under B2 C business mode for product perceived value,shopping experience value,social value,perceived cost and perceived risk in five dimensions,constructing the impact of customer perceived value on customer repurchase intention model,the customer satisfaction and customer trust as intermediary variables,and according to the model put forward relevant hypothesis,surveying index variable factors by questionnaire survey,mainly by Likert scale to express;Finally the questionnaire collected data were analyzed by SPSS statistical software,using quantitative methods to study the influence of various factors on customer repurchase intention,and testing the hypothesis.The empirical results show that,in addition to the social value,the other four dimensions of customer perceived value on customer repurchase intention has significant effect,and the customer satisfaction and customer trust on the relationship between the two part of the intermediary role.Based on the above conclusions,this study proposessome useful marketing strategies to improve the willingness of consumers to purchase heavy online shopping B2 C business enterprise,in order to lay a theoretical and practical basis for the development of B2 C e-commerce enterprises.