顾客感知价值对网店和实体店选择的影响研究

Research on the Influence of Customer Perception Value on the Choice of Online Shops and Physical Stores

从感知价格价值、感知品质价值、感知情感价值和感知社会价值四个维度比较网店和实体店在顾客感知价值维度上的差异,以及顾客感知价值对网店和实体店选择倾向的影响。结果表明,感知价格价值越高,消费者越倾向于网店购买;感知品质价值、感知情感价值、感知社会价值越高,消费者越倾向于实体店购买。

It is indicated in the comparison,from the perspective of the perception in price value,quality value,emotional value and social value,of the difference between online shops and physical stores from the dimension of customer perception value as well as the influence on the choice inclination between online shops and physical stores that the higher the price value perception the more consumers tend to make their purchase by online shops while the higher the perception in quality value,emotional value and social value the more consumers tend to make by physical stores.