The Influence Of Customer Perceived Value In Customer Loyalty To B2C E-Commerce Platform

In recent years,with the continuous development and innovation of science and technology,the network economy has entered a period of vigorous development,and online shopping has become a new way of life for people.At the same time,B2 C e-commerce occupies a large part of the online consumer market.However,there are also some drawbacks to online transactions.For example,people cannot touch products and cannot communicate face-to-face with merchants.This will lead to the loss of online users.Therefore,in the face of a variety of online online platforms,how to maintain user loyalty,improve user satisfaction,and maintain the user's continued use and continued attention is particularly important.This study reviews domestic and foreign scholars' related researches on B2 C e-commerce,perceived value,satisfaction,loyalty,and repeated purchase intentions,sums up and summarizes multiple dimensions of user perceived value that are in line with the research background,and then integrates satisfaction with Related research,put forward the conceptual model between customer perceived value under B2 C e-commerce model and customer loyalty to e-commerce platform.This study uses the large-scale B2 C e-commerce platform,Tmall,as an example,and uses empirical research methods to investigate 411 Tmall users and analyzes 335 valid samples using SPSS statistical analysis software and AMOS structural equation software.The research results verify the rationality of the hypothesis model and conclude that the B2 C e-commerce platform is the object of perception.This paper divides the perceived value into five dimensions: security value,social value,functional value,interest value,perception cost.The functional value,social value,and security value in the five dimensions of perceived value have a significant positive effect on satisfaction,and the degree of impact is ranked as safety value,functional value,and social value from largest to smallest;perceived cost is negative to satisfaction.And the positive effect of interest value on satisfaction is notsignificant.Secondly,the functional value,social value,and interesting value in the five dimensions of perceived value have a significant positive effect on loyalty,and the impact degree is ranked as functional value,interesting value,and social value from the largest to the smallest;The assumption that the remaining two dimensions have influence on loyalty is not valid.In addition,satisfaction has a partial mediating effect between functional value and loyalty;at the same time,satisfaction also has a partial mediating effect between social value and loyalty.Finally,on the basis of the empirical research results,the research results are discussed,and combined with the research conclusions,some suggestions and opinions are provided for the Tmall website and other B2 C e-commerce websites.