The Model Building And Empirical Research About Customer Value Mechanism Under B2C E-commerce Environment

The21st century is the era of network information. The birth of the Internet not only bring an increase in marketing channels, but also innovate the marketing theory. As one of the most important Internet application, online shopping has been accepted gradually after several years’development, and consumers also transfer from attempted purchase to habitual repeat purchase gradually. This year the continuous electronic business wars reveal B2C enterprises have entered into a new inflection point, and their development will be more difficult than ever before. So compared to attract new customers, what’s more important for enterprises is how to maintain the old customers and increase their repeated patronage rate, which is beneficial for enterprises to create long-term customer value.In this paper, through the analysis and summary of the previous literature, various elements such as perceived quality, quality of service, and customer patronize behavior are identified under B2C e-commerce environment. Perceived quality module includes Merchants factors, website factors, trading environment factors and consumer factors. QOS module includes trust and online loyalty these two variables, which is different from previous studies, trust is further divided into ability trust and benevolence trust. Customer patronize behavior module is divided into relationship maintenance and relationship development two parts, which include the duration of the relationship, exclusion, usage of service, cross-purchase and willingness to recommend five variables. And based on the above variables this paper ultimately builds a comprehensive theoretical model about the customer value mechanism, proposing nine hypotheses including19sub-hypotheses totally. Through online questionnaire we investigate experienced online shopping customers and finally form269samples. Structural equation modeling and hierarchical Bayesian modeling are the two methods to validate the conceptual model, and the findings of the two methods are basically consistent, which15sub-hypotheses are validated finally.The results show that among the perceived quality---the relationship quality chain, website quality, transaction security, enterprise reputation, customer interaction and trust tendency significantly affect the ability trust, service quality, enterprise reputation, customers interaction and trust tendency significantly affect the benevolence trust. Among the relationship quality customers patronize behavior chain, ability trust and benevolence trust significantly affect online loyalty. At the same time, in addition to usage of service, the influence relationships between online loyalty and the duration of the transaction relationship, exclusion, the types of cross-buying and willingness to recommend are all proven. Furthermore, the results of hierarchical Bayesian modeling not only show a nonlinear relationship between online loyalty and four behavioral output variables, but also indicate the moderating effects about initial variables to the nonlinear relationship through moderating the size of six initial variables.The conclusion of this article has profound theoretical and practical significance for guidance B2C businesses operating practices and consumers online shopping behaviors.