Research On The Evolution Mechanism Of Customer Value In Social Commerce

Social commerce has both e-commerce and social media attributes.With its advantages of social network relationship and customer-generated content,customers spreading information of products or service in virtual community,forming the wordof-mouth effect spontaneously.It solves the problem of high cost but low return on Internet advertising and TV advertising in tradition e-commerce.Social commerce is the new direction of the future development of e-commerce.Based on the characteristic of e-commerce and sociability,the profitability of scommerce enterprise is closely related to customers' purchasing behaviors and sharing behaviors.How to promote the frequency of purchasing and sharing through effective customer relationship management has become an urgent issue for business operation.Customer value is the embodiment of customer's purchasing ability and e-WOM communication ability in social commerce.How to transform low-value customers into high-value customers,so as to improving the overall customer value,is the key to customer relationship management.Therefore,studying the evolution of customer value,exploring the factors affecting the evolution of customer value and the mechanism of their affection,can help enterprises develop effective customer relationship management strategies and improve the profitability of enterprises.Consulting domestic and foreign literatures,analyzing related research of customer behavior and customer value in social commerce,it is found that existing research of customer behavior on social commerce only considered the influence of external environmental factors on customer behavior,and ignored the impact of customer's own attributes on customer behavior.In addition,most of the existing research of customer value in social commerce stayed at the static level,and there was less literature focusing on the dynamic evolution of customer value.This paper applied the personality trait theory to analyze the types of customers in social commerce from the perspective of purchasing decision and sharing interaction.Combined with the characteristic of social commerce,the customer behavior could be summarized into four stages,and the conversion that may occur in each stage has been analyzed.The RFM model and related e-WOM index was used to construct the customer value evaluation system on social commerce,and the entropy method was used to determine the weight of each evaluation index.The SOR model was applied to analyze the customer value evolution factors on social commerce,and the structural equation model and questionnaire investigate were combined to be used in exploring the evolution mechanism of customer value on social commerce.Integrated the above study,an Agent-based customer value evolution model on social commerce has been developed.This paper used Anylogic7.3.6 to simulate the above-mentioned research,including customer type analysis,customer behavior analysis,customer value evaluation and customer value evolution.Comparative experiments were designed to study the effect of variables of social commerce environment on overall customer value,overall purchase value,and overall e-WOM communication value for enterprises.The experimental results showed that improving the level of interaction between customers,information support and incentive mechanism could improve the overall customer value for enterprises.In addition,volatile customers were more sensitive to perceived similarity,perceived familiarity and incentive mechanism,and inward-oriented customers were more sensitive to perceived familiarity and incentive mechanism.Finally,according to the evolution rule of customer value on social commerce,the article proposed some customer value management suggestions to help enterprises implement the “customer-centered” business philosophy and improve their market competitiveness.