The Influence Of Perceived Value On Online Shopping Consumption Decision

With the development of the Internet,online consumption has become an indispensable way of life for people.In order to prevent being eliminated by the market,many traditional merchants have gradually transformed from offline to online shopping mode.One of the advantages of online consumption is that you can easily obtain product prices and promotional information.Merchants usually reduce prices to promote sales when transforming online.However,the reality is that even those users who are price-sensitive do not always buy goods from the merchants with the lowest price,and sometimes there is a phenomenon of blind consumption,which violates the rational principle in economics.In economics and marketing,value is seen as a key driver of user decisions.Our research takes online consumer users as the research object,and explores the impact of monetary(perceived price)and non-monetary(perceived risk,convenience,and pleasure)value on online consumption decisions through two studies.In the first research,1108 questionnaires were collected to explore the impact of perceived price,perceived risk,convenience and pleasure on consumption decisions,and the mediating role of perceived value.The second research used online survey to collect 5,000 subjects’ behavior samples,and the artificial intelligence algorithm of multi-layer perceptron(mlp)was used to conduct model prediction research on the characteristic factors of perceived value,and obtain the consumption decision prediction model of perceived value.The results show:(1)Perceived price and perceived risk have a negative impact on consumption intention,while convenience and pleasure have a positive impact on consumption intention;(2)Perceived value mediates the relationship between perceived price,convenience,pleasure and consumption intention;(3)Based on the multi-layer perceptron(mlp)artificial intelligence algorithm to analyze the interaction between the factors affecting the perceived value,the prediction model of the consumption decision can be obtained;(4)In the combination of characteristic factors of perceived value,pleasure has the highest influence on the weight of online consumption decision,that is,it has the largest predictive effect.The results of this research can help traditional offline merchants transform to online shopping mode to better grasp consumer needs and help consumers make correct consumption decisions.