Research On Customer Perceived Value Based On O2O Perspective

With the advancement of mobile Internet technology,the 020 e-commerce model is rapidly developing in recent years and attracts more and more attention from enterprises and academia.020 e-commerce model helps offline business to obtain opportunities and earn commissions,through online traffic acquisition,whick leads to a win-win cooperation between online and offline.In the context of the mobile Internet,users'transfer costs between 020 products are extremely low,and user loyalty is hard to be guaranteed.020 enterprises are constantly thinking about how to attract more new users without realizing the inherent relationship between customer perceived value and loyalty,which has caused the enterprise to sustain rapid development and profits to a great extent.Therefore,only by accurately recognizing the constituent dimension of customer perceived value of 020 e-commerce model and giving the customer perceived value to the customer satisfaction and customer loyalty enough attention can we reduce the loss of customers and establish a stable relationship between customers and 020 enterprises and make the enterprise in a competitive position.In view of the above research background,this paper studies the formation dimension of customer perceived value and customer satisfaction from the perspective of 020,constructs the customer perceived value,customer satisfaction and customer loyalty based on the rational behavior model and technology acceptance model.This paper divides customer perceived value into four dimensions:easy to use value,convenience value,emotional value and social value.The customer satisfaction is divided into three dimensions:functional satisfaction,cost satisfaction and platform satisfaction.This paper carries on the factor analysis to examine the constituent dimension involved in this research model,and then the regression analysis is used to examine the impact of each dimension and the intermediary effect of customer satisfaction.Through the research of this paper,a new research model based on 020 is constructed on the theoretical level.At the practical level,it can be targeted to improve the customer perceived value and obtain more loyal customers under the condition of limited resources Accordingly,it will change the awkward situation of 020 enterprises' profitability and realization difficulties and promote the development of 020 e-commerce industry in our country.