The Empirical Study On The Composition Of Customer Perceived Value On Internet Shopping

As a kind of new shopping way, Internet shopping has become a focus of the customer relationship management academia and practitioner. The composition of customer perceived value on internet shopping has immanent character which distinguishing traditional business background. Based on the composition factors of customer perceived value, we studied the relationship between the customer perceived value, customer satisfaction, customer trust, switching costs and customer loyalty on internet shopping.Firstly, the theories and the empirical study of customer perceived value, customer satisfaction, customer trust, switching costs and customer loyalty were reviewed. Secondly, we proposed seven factors of customer perceived value on internet shopping. Customer perceived value on internet shopping is composed by web site expertise, privacy protection, security, price, convenience, customer expertise and service recovery. And then we discussed the relationship between the customer perceived value, customer satisfaction, customer trust, switching costs and customer loyalty on internet shopping. The relationship model has been studied finally.Methods such as Survey, Exploratory Factor Analysis, and Structure Equation Model (SEM) were applied in the paper. 136 samples were collected from the adults who must have experience of internet shopping. The questionnaire investigations of small and large specimen are designed and implement. The reliability and the validity of the variables and testing the reliability and the validity of the variables also were tested in this paper, the hypothesis were tested after design the relationship models.The conclusions of this paper conclude: the customer perceived value on internet shopping has positive impacts on customer trust and customer satisfaction. The customer trust on internet shopping and customer satisfaction on internet shopping has positive impacts on switching costs. The switching costs and customer satisfaction on internet shopping have positive impacts on customer loyalty. Combined the correlative theories and empirical result, some suggestions were made for internet shopping web site.