电子商务平台顾客感知价值对购买行为及企业未来销售的影响

在全球经济一体化深入发展的今天,电子商务凭借其不受地域和时间限制、运行成本低、效率高、交易快捷方便等特点,越来越受到企业和个人的青睐。电子商务企业要想在日渐激烈的竞争中获得更多的利益,必须分析顾客的价值需求,通过及时响应顾客需求,影响顾客购买行为,维系与顾客的关系,进而培养顾客忠诚。本文旨在电子商务的环境下,研究顾客感知价值对购买意向及企业未来销售的影响。首先,通过文献研究提出研究假设;其次,利用带有"时间窗"的固定样本数据采集技术以及三阶段最小二乘法对调查数据进行收集和分析;再次,进行假设检验;最后,研究结果发现感知价值的几个维度即社会价值、功能价值、情感价值和程序价值均对购买意向产生正向的影响,并且,购买意向对企业未来的销售有积极的正向的影响,同时过去的销售额对未来的销售额有很好的预测作用。

Influence of Customer Perceived Value on Purchase Behavior and Enterprise Future Sales on Electronic Commerce Platform

The increasing global economic integration has caused the e-commerce to attract tremendous attention of the enterprises and individuals.It is not subjected to regional and time limit and successfully carries the following characteristics as low operation cost, high efficiency and convenient trading practices.If electronic business enterprises want to secure more interests and excel in the increasingly fierce competition,they must analyze the customer demand value, timely response customer demand,influence customer purchase behavior,sustain the relationship with customer and ultimately cultivate customer loyalty.In the electronic business environment, this paper aims to study the influence of customer perceived value on purchase intention and future sales.First,through the literature study, we put forward the research hypotheses.Next,we use a "time window" fixed sample data collection technology and the three stages of least squares method to collect and analyze survey data.Then,we verify the hypotheses.Finally,we get the conclusion that social value,functional value,emotional value and procedure value all have positive influence on purchase intention,and purchase intention has positive effect on enterprise future sales,and the past sales can predict the future sales well.