B2C电子商务环境下的顾客感知价值研究

Research on Customer Perceived Value in B2C E-Commerce Environment

顾客感知价值是B2C电商获取竞争优势的重要源泉。B2C电子商务与传统线下营销相比,顾客感知价值发生了重要变化,在品牌形象价值、产品价值、人员形象价值、顾客感知价格、顾客感知成本等方面存在差异。B2C电子商务环境下的顾客感知价值直接影响顾客购买决策。为更好地发展B2C电子商务,文章根据其特点和影响因素构建了顾客感知价值的构成维度模型。

The customer perceived value is one of the most important factors in the competition of B2 C electronic commerce. Compared with the traditional offline marketing,great changes have taken place in customer perceived value in B2 C e-commerce environment. There are differences in brand image,products value,personnel image value,customer perceived price and customer perceived cost. In B2 C e-commerce environment,the customer perceived value directly influences the purchasing power of customers. For the better development of B2 C e-commerce,the paper has built the dimensional model of customer perceived value based on its features and influencing factors.