A Research About Consumer Participation,Perceived Value And Behavior Intention

Now with the rapid development of China’s online shopping industry, competition isbecoming more and more fierce, which leads to customer churn rate also increased accordingly.Online shopping as a new way of shopping style, also has the characteristics of high degreeof customer participation, and on the basis of the previous literature on the proposed onlineshopping customer participation and customer perceived value, the interaction model behaviorintention, and in Hangzhou, Guangzhou and other places as the questionnaire online shoppingpopulation target for empirical analysis. The analysis results are as follows:(1) In this study,we got the simply structural dimensions of customer participation bypre-exploratory factor analysis, later，from further analyzed by confirmatory factorauthentication, and ultimately determine the four dimensions structure of the environment underthe net purchase of customer participation: preparation, hard work, information sharing, humaninteraction.(2) Customer participation has a significant effect on customer perceived value.(3) In this study, regression analysis were discussed preparation, effort, information sharing,interpersonal relationship between behavioral intention and found that under the context ofonline shopping customers to participate in the various dimensions of behavioral intention hassignificant positive prediction.(4) Customer perceived value has a significant influence on the behavioral intention of eachdimension.(5) Customer perceived value plays a sa significant intermediary role in customerparticipation and behavioral intention relationship.(6) We also confirmed the different demographic variables (monthly income and monthlyspending amount) have significant differences in the behavioral intention indeed, but nosignificant gender differences in education and behavioral intentions.