| In recent years, new business practice and economic model are created by the rapid development of Internet and e-commerce, changing the way of shopping gradually from entity store to online ones. B2C has become the market developing most rapidly in China, refreshing historical record of market size and trading volume. Single-price is no longer the primary reason for people choosing online shopping. Many factors affect customer shopping, like products, services, and so on. The impact on customer shopping can be signified by customer perceived value, by improving which operators of B2C online enterprise can attract customers to habitual online consumption. Therefore, determining compositions of elements that affect customer perceived value is an important issue, which will be discussed as the core content in this thesis.Three aspects are studied related to B2C online retail enterprise customer perceived value, including product perceived quality, service quality, customer perceived cost by analysis of primary materials and customer perceived concept. According to the situation of the thesis, assessment indicators system of B2C online retail enterprise customer perceived is constructed, getting18influence elements. In order to confirm the feasibility of the assessment system, investment questionnaire is designed, large quantity of materials are read, and a continuing improvement process in small sample and big sample is applied in investment. Core influence element to B2C online retail enterprise customer perceived value is derived by element analysis in big sample group. By combining factor of large sample analysis, main factors coefficient matrix and large sample investment data are obtained. Finally, online assessment model of B2C online retail enterprise customer perceived value is constructed by online excise of BP neural network in online tool box of MATLAB neural network.In summary, the main achievements of this research are:(1) Customer perceived indicators system with18indicators is constructed by combining B2C online retail characteristics with customer perceived value concept characters, considering typical and comprehensive of the indicators’feature at the same time.(2) By means of main factors analysis theory, core elements affecting B2C online retail enterprise customer perceived value is obtained, which contributes to improvement of businesses’competitive ability significantly. (3) Online model trained by BP neural online excise in tool box of MATLAB neural online can assess customer perceived value of B2C online retail enterprise. The assessment method not only decreases problems conducted by human, but also assesses real situation of B2C online retail enterprise customer perceived value efficiently. |
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