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Keywords

B2C E-commerce platform, customer perceived value, customer value perception approach

Abstract

With the rapid development of e-commerce technology,B2C e-commerce platform has also obtained a huge space for development.At the same time,the competition of B2C e-commerce platform is increasingly fierce. Providing higher customer value is the key issue for B2C e-commerce platforms to improve their competitiveness and form competitive advantages.On the basis of in-depth analysis of customer value theory and operation characteristics of B2C e-commerce platform,through theoretical analysis and empirical research,this paper puts forward that the customer value of B2C e-commerce platform is the overall perception of consumer's utility to the transaction service provided by the platform.It is found that consumers perceive customer value mainly through the trading function provided by the platform and website technology,and the influence of function perception on customer value is greater than that of technology perception.Furthermore,it is found that B2C customer value communication of e- commerce platform can effectively improve customer perception of customer value provided by the platform.The countermeasures of promoting the customer value of B2C e-commerce platform are put forward based on the research conclusions,which provides a theoretical and method reference for B2C e-commerce platform to enhance customer value.

DOI

10.16315/j.stm.2021.02.013

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