Consumers Kansei Engineering Model Study Applied To C2B Business Model

C2B business model has two operating modes that are group purchase and customization, it has three advantages:low prices of products, high freedom of choice and low cost of operation. it is consistent with the buyer’s market trend of market development, and attracts many consumers, so it develops very swift and violent, but now the C2B business model relies too much on venture capital injection, not consumer demand as the orientation of development, it leads to a lot of problems, change and innovation is very necessary.This article tries to summarize and solve the problems in development of C2B business model, through the study of user cognitive models, user demand and user purchase decision. The study indicates that the influences factors which influence consumer purchase decisions have two kinds: external influences factors and internal influences factors. The external factors, such as age, gender, occupation, education level, purchase experience and so on, is very difficult to change, but the internal factors, such as personal character, buying preference, user experience and so on, can be changed by applying perceptual engineering theory and methods for feature extraction and quantitative measurement. So the study endows concept of internal user perceptual demand because of impact on consumer purchase decision factors. Then through qualitative and quantitative research methods in perceptual engineering and the author’s internship experience in C2B enterprise, to establish a set of user perceptual requirements engineering model, meanwhile, according to the C2B business model influence to consumer purchase decisions and external influence factors analysis to improve the user perceptual demand model. Finally the study tries to research the analysis model inadequacies and iterative method through the application and test in C2B business model product. This perceptual demand model can solve the current problems in C2B business model, like how to enter the consumer demand-oriented development mode and how to study consumer demand and transformation of business model for C2B product design and development on the point at issue.