Oline Purchase Reasearch: Coustomer Perceptive Value Impacts On Purchase Decision

With the amazing development of the Online Buying, the global electronic commerce market growing fast in recent years. According to the China Internet network information center (CNNIC) issued in the 28th China Internet network development state statistic report data show that:At the middle of 2011, the online shopping user scale is already beyond 172 million, utilization rate is up to 35.6%,and the rate of increase users is 7.6%, from the report, the fastest growing three application is weibo(208.9%), group buying(125.5%) and online payment(11.7%). Therefore, research online shopping behavior has important practical value.The Internet as a new business transaction carrier, it’s consumption behavior has a lot of new features. Compare to the traditional trade model(face to face trading), online-transactions’ communication is depending on the information transmission between the nodes of the internet, the trading tool, the means, the channel is different. As a result, trade time, place and the situation has changed.This study build the customer perceptive value model for online purchase, aims to explore the key factors of the purchase decision and interpret the role of decision-making behavior characteristics for online buying. The study could enrichment the customer perception theory.The customer perceptive value in online purchase has the systematic and complex characteristics. This paper based on the theory of product value which put forward by Sheth、Gross and Newman, sum up the influence factors on online purchase decisions form the model of customer perceptive value (CPV) which contains functional perceptive value, emotional perceptive value, social perceptive value and network perceptive value. In this study, we design the questionnaire to measure the CPV model, use the structure equation model (SEM) as a method to test and verify these four elements’hypothesis on online buying decision. Analysis the effective mechanism, and give some marketing or management advice for the related companies. So, this paper in not only a theoretical research but also an empirical analysis on enterprise practice. The conclusion of this paper as follows:1. Through the paper study, we summarize the four factors on the customer perceptive value which impact the consumer purchase decision. These factors are:functional perceptive value, emotional perceptive value, social perceptive value and network perceptive value. They mainly reflect the CPV model.2. From the data investigate and analysis, beside the emotional value, other factors’ influence on the online purchase decisions is significantly. And the degree of these influences form strong to weak as: network perceptive value, social perceptive value, the function is perceptive value.3. Via the model’s path analysis, network perception, social perception and function perception has direct influence to online buying decision. Social perception has path relationship with emotional perception and function perception. Network perception has path relationship with function perception and emotions perception.4. The empirical result indicates that, the online buyer’s emotional perceptive appeal is lower, and for network perception, social perception and function perceptive are higher demand. Therefore, according to actual situation, company will pay more attention to the customer’s network perception, pursuit of customer’s social perception and ensure the product function value. In this way, the company can enhance the customer experience and create customer value.At the end of the paper, we point out the limitation of the paper, explain the existence deficiency and introduce the further research problems. We hope this paper could provide reference to the related theory researchers and practitioners of the company.