电子商务平台系统互动性对顾客感知价值的影响

The Impacts of E-commerce Interactivity on Customer Perceived Value

随着现代知识经济和网络经济的到来,电子商务这一互联网时代的特殊模式吸引着越来越多的企业和消费者.电子商务平台应该通过系统互动性的设计提升顾客感知价值,维系与顾客的稳固关系,已成为国内外学者和企业家共同关注的话题.研究首先通过文献及访谈研究,提出研究假设;其次,通过实验设计的方式采集数据研究不同的系统互动机制对顾客感知价值的影响;最后通过统计分析验证假.研究结论显示电子商务网站系统互动机制的层次不同,顾客感知价值也不同,同时这种影响受到顾客个人使用经验和个人创新性的调节作用.

With modern knowledge economy and network economy arrival, electronic commerce which is a special mode attracts more and more enterprises and consumers. E- commerce platform should promote customer perceived value and sustain the relationship with customer through the designing of system interactivity. This has become the common topic by the domestic and overseas scholars and entrepreneurs. First, through the literature study and interview study, we put forward the research hypotheses. Secondly, through the design of experiment, we collect data and discuss the influence of different interactive levels to customer perceived value. Finally, we verify the hypotheses through statistical analysis. Research results reveal that the different levels of interacting mechanism, the different customer perceived value. At the same time, this effect is moderated by the customer using experience and personal innovation.