Research On The Influence Of Commerce Forms Combination On The Attractiveness Of Shopping Mall Based On Customer Perceived Value Perspective

In recent years,with the rapid development of China's society and economy,consumers are also becoming more and more selective in their choice of consumer places.In order to meet the consumer's diversified consumption demand,the physical retail form of shopping mall was created.However,the attractiveness of different kinds of shopping mall is not the same,and the difference of the commerce forms combination is one of the main influencing factors.Because the commerce forms combination can meet a variety of consumption desire and consumption demand,and different formats can be complementary advantages and provide "one-stop shopping" convenience to consumers,the design of commerce forms combination exists a significant positive correlation to the attractiveness of shopping mall.From the perspective of customer perceived value that affects customer behavior intention,viewing the shopping mall as a platform commercial ecosystem,this study used dynamic modeling to study the influence of the commerce forms combination on the attractiveness of shopping mall.It is of great significance to both theory and practice.The content and structure of this article are as follows: Firstly,the influence of the commerce forms combination on the attractiveness of shopping mall was determined by literature analysis.Secondly,from the perspective of customer perceived value,on the basis of understanding the relationship between the main members of the shopping mall,it was established that mathematical models for the input and output relationship of the principal members.And based on the psychological account theory and the value function,the computational model of customer perceived value is established.Then,based on the mathematical model,a multi-agent modeling method is adopted to realize the operation of the program using NetLogo modeling software.Finally,in two scenarios of different commerce forms number and different proportion of commerce forms combination,the influence of the commerce forms combination on the attractiveness of shopping mall is verified.It comes to the conclusions.Based on this study,the corresponding management suggestions are put forward.The conclusions and recommendations of this study are as follows:(1)The shopping mall of various commerce forms can meet the demand of consumers' diversity,increase the consumption probability of consumers,and improve the transaction success rate.Therefore,the shopping mall should set up the commerce forms combination accurately and reasonably on the basis of fully understanding the demand of consumer,as far as possible to meet the consumer's demand,attract consumers to consume continuously,guarantee the revenue of merchants and the attractiveness of shopping mall.(2)Customer perceived value is one of the most obvious factors for reflecting the influence of the commerce forms combination on the attractiveness of shopping mall.The main members of shopping mall should constantly focus on the change of customer perceived value,in a timely manner understand the satisfaction of consumer,and according to the change of customer perceived value,timely adjust management strategy and marketing strategy,to ensure the lasting attractiveness of shopping mall.(3)Whether the consumer has the consumption record has a certain effect on the change of customer perceived value.The customer perceived value of customers who have a consumption record is higher than those who do not.The shopping mall can adopt different marketing strategy to the new and old customers,such as greater reductions for new customers,or giving them little gifts to attract them to consume.