Research On Price-to-Qualitvyratios Of Online And Offline Products Based On Customer Perception-Empirical Research

With the advent of the Omni-Channel retailing era,consumer's shopping style tend to diversify.Despite the customers' evaluation for online products quality is lower than the offline,the scale of online shopping is constantly expanding,and there are certain contradictions between the two.Price-to-Quality ratio is an important factor to measure customer satisfaction with the product.This study will explore this phenomenon from the perspective ofPrice-to-Quality ratios of online and offline products.The study based on the customers' perception,comprehensive evaluation of customer perceived quality from customer perceived expectation quality and customer perceived use experience quality.With theoretic foundation of Cue Utilization Theory.The evaluation model of the customer perceived quality was established by selecting 5dimensions of brand perception,price,online word-of-mouth,physical attributes,and customer perceived service quality.From the two dimensions of price level and price stability,a customer perceived priceevaluation model is established.Consumers were surveyed by questionnaires.After the customerperception perceived quality and customer experience perceived quality in different channels were obtained through principal component analysis,the evaluation value of customer perceived quality was comprehensively derived,and the customer-perceived price evaluation value was obtained by means of mean analysis.Further Price-to-Quality ratio is evaluated by the customer perceived quality and customer-perceived prices in different channels under study.Secondly,we will study the influence of different influencing factors on customer perceived quality through a multiple linear regression model.The conclusion of this study is that based on the customer experience perspective,the perceived quality of offline productions is significantly higher than the online.External cues are a key factor in forming customer perceived quality,and the impact of internal cues and perceived service quality is secondary.and the existence of customer perceived qualitycannot be formed by internal cue independently.The evaluation of perceived price and comprehensive price show that customers believe that online clothing products have a price advantage,but the advantage is not significant.The result of the customer's comprehensive evaluation results shows that the online shopper's Price-to-Quality ratio is higher than offline,and the experience-based result of Price-toQuality ratio is just the opposite.The high-line comprehensive Price-to-Quality ratio evaluation makes customers more inclined to purchase products online.