The Research On The Influence Of Customer Experience On Customer Perceptive Value Of B2C Clothing Brand

Today is the time of experience economy for it is widely used in various industries. The thesis i s mainly focus on how can we know the customer perceived value from customer experience an d therefore understand the customer individual demand in order to enhance competitiveness. The thesis researches on clothing online shopping based on customer experience theory and cus tomer perceived value theory. It is designed to study on the influence of customer perceived val ue by customer experience in B2C e-commerce. Both customer experience and customer percei ved have been carefully considered and divided into several dimensions for details study. For in stance, the customer experience is split into three dimensions:the shopping experience, brand e xperience, interactive experience; while the perceived value is split into six dimensions:sentim ental value, information value, psychological value, social value, cost and shopping safety. Ther efore a model has been introduced based on the relation of different dimensions from the two gr oups. Based on the model a questionnaire survey has been implemented. Finally several conclusions could be reached based our study:1) Customer experience exerts a significant positive influence on the customer perceived value. It is showed on each dimension with an impact degree order:shopping experience, b rand experience, interactive experience.2) Good customer experience is highly beneficial to enhance the emotional value.3) Interactive experience could not only strongly improve the emotional value, but also si gnificantly enhance the social value.4) Brand experience could help improve the emotional value, the information value and p sychological value.5) Shopping experience mainly influenced perceived cost and security value.