The Research About Consumer Participation、Perceived Value And Behavior Intention

A majority of the Internet users in China are young people and31.8percent of them are belong to the age group of eighteen to twenty-four, who are mainly students on campus (CNNIC). it is necessary to disguss and research the students’consuming behavior.Some research results shows that customer particition is profit to consumers’loyalty. shopping online industry become increasingly fierce. So, it is necessary to enhance behavior intention, which is also the main issue to study in this paper.shopping online industry has a high degree of customer participation, this paper analyse the three factors in this industry. Base on the review of literature, this paper brings forward a model. Then this research investigates the students of Hangzhou’s school, The research’s results are as follows:(1)Consumer participation postive affect consumer perceived value. Personal interaction negative affect perceived risks and postive affect emotional value; information sharing has negative influence on perceived risks and has postive influence on emotional value and functional value. Responsible behavior has no influence on consumer perceived value.(2)Consumer participation has a remarkable effect on behavior intention. Information sharing and personal interaction both have postive effect on behavior intention, and effect on the latter is larger than the former. Responsible behavior has no effect on behavior intention.(3)Consumer perceived value has a remarkable effect on behavior intention.(4)The impact of consumer participation on behavior intention is indirectly realized by consumer perceived value.(5)Demographic variable affect consumers’behavior intention are different.Finally, based on the empirical analysis, we give suggestions to boom shopping online industry.