A Demonstration Study On The Component Elements Of Customer Value Under E-Business Environment

The emergence of E-commerce goes hand by hand with the widely application of network technology, communication technology and computer science in the business field. On the one hand, the new environment of business leads to greatly adoption of the business mode of enterprise, which not only brings about new profit to the company but also intensifies the competition degree among companies. On the other hand, with the transformation from the seller-based market to the customer-based market, the administration of enterprise has changed from the product-based mode to the customer-based mode. Customer has become into important resources of gaining profits and the competition advantage, which is the direct indication of customer value.Customer value is the base of driving customer to consume, and it is the new source of gaining the competition advantage for company. If a company wants to obtain sustainable competitive advantage, it should be market and customer oriented, and creates more superior customer value than competitors. While to achieve this aim, we should firstly find out what customers count and their value construct, that's customer demand. Then, we can take measures to increase customer value accordingly.Customer demand is various and changing all the way. Different customers and customers in different periods will use distinct criteria to measure value. On the basis of the literature review and summary in this field, the paper puts forward the component elements system of customer value under e-business environment from the angle of the purchase flow. This system consists of five aspects, separately "information collecting phase", "purchasing phase", "payment phase" , "delivering phase" and "service phase". The customers in the paper refer to individual consumers, not including the enterprise purchasers. In order to validate this model, the paper adopts questionnaires, and investigates one hundred and forty-five customers who used to purchase from network. The main investigated objects of the questionnaires are undergraduates, and the results are analyzed by the statistical software of SPSS. On the basis of factorial analysis, the paper abstracts the customer value index, and modifies the model. The enterprise can use this...