The Research On The Influence Of Customer Participation On Behaviour Intention Of C2C Pattern

With the Internet popularizing and the Internet economy developing rapidly, thenetwork shopping which is out of the restriction of space and time is becoming moreand more popular. C2C transactions platform which is represented by Taobao getsmore people’s favour.But with the increasing number of online retailers and theserious replication among online retailers,the competitions among enterprises aregetting more and more fierce. So how to attract new customers and keep oldcustomers has become the focus of the enterprises. And the customer’s repeatedpurchases and recommend behaviors are very important for the enterprises to attractnew customers and keep old customers.But the consumption habits of the customers have changed greatly in recentyears. In the process of consumption,people not only pursuit the personalized goodsand services, but also want to get mental and emotional satisfaction. Some scholarsproposed that making customers participate in the production and transmission of theproducts or services can satisfy consumer’s individual demands and other valueexperiences better. And the customers’ perceived value can lead to customers repeatpurchase of the products or services.In recent years scholars at home and abroad found that customer participationhas a positive effect on customer behavior intention. But whether the results is ture inthe special environment——network shopping. And whether the influence ofcustomer participation on customer behavior intention is direct, or through othervariables to influence customer behavior intention is still unknown.Based on this, after collation and analysis of relevant literature, this paperbrought forward a model of the relationship of the three variables:customerparticipation, perceived value and customer behaviour intention.Then chose the Taobao consumers to collect data,and then used statistical software spss13.0for dataanalysis. The results proved the ideas of the relationship among customerparticipation, perceived value and the behavior intention of C2C pattern. Theconclusions are as follows:(1) the customer participation has a positive effect on customer perceived valueof C2C pattern. In the dimensions of customer participation,work cognition has thebiggest effect on perceived value, followed by personal interaction, but the effects ofinformation search and the efforts to do are not significant.(2) the customer perceived value has a positive effect on behavioral intention ofC2C pattern.(3) The customer participation has a positive effect on behavior intention of C2Cpattern. In the dimensions of customer participation, personal interaction has thebiggest effect. efforts to do has the smallest effect. And customer participation has abigger effect on repeat purchase than on the intention to recommend.(4) The impacts of customer participation on customer behavior intention areindirectly realized by customer perceived value which is a mediator.Based on the results of this research,this paper gave the retailers of C2C patterncorresponding proposals, including how to lead customers to participate reasonablyand enhance customer perceived value, etc. In the end, the paper poited out limitationsof this study and gave some future research directions.