B2C环境下网上沟通过程中卖方对顾客感知价值的影响——以网购手机为例

THE INFLUENCE OF SELLER ON CUSTOMER PERCEIVED VALUE IN COMMUCATION IN THE B2C ENVIRONMENT

近年来关于顾客感知价值的研究越来越多，网购顾客感知价值研究成为新热点。学者们对B2C环境下顾客感知价值结构维度进行了很多有意义的研究，但是鲜有学者从卖方影响的角度来研究顾客感知价值。本文结合B2C环境下网上的沟通过程，以网购手机为例，提出直接顾客感知价值和间接顾客感知价值这一对定义，在途径一目的理论框架下，应用二阶验证性因子分析对间接顾客感知价值的结构维度进行了验证，得出结论认为间接顾客感知价值由质量维度、情绪维度、价格维度、社会维度四个维度构成。最后提出卖方应在沟通过程中可以着重从质量维度、情绪维度、价格维度来影响顾客，以实现提升顾客感知价值的建议。

There are more and more studies occurring to investigate Customer Perceived Value today and the research of Customer Perceived Value in online shopping becomes a new hotspot. These studies of Customer Perceived Value on its structure and dimensions in the B2C environment from scholars are significant, but no one has ever investigated Customer Perceived Value from the infIuence of seller. The present paper proposes the conception of indirect and direct Customer Perceived Value and verifies the structure and dimensions of indirect Customer Perceived Value of purchasing mobile phone in online shopping which includes functional value （performance/quality）, emotional value ,functional value （price/value for money） and social value in the communication course. These four dimensions of indirect Customer Perceived Value are examined by second order confirmatory factor analysis basing on ＂means end analysis＂ theory. At last, the thesis proposes that sellers should exert influence on customers from functional （performance/quality） dimension, emotional dimension, functional （price/value for money） dimension to raise Customer Perceived Value in the communication course.