The Research On The Relation Between The Custonme Perceived,the Customer Satisfaction And The Behavior For Shopping Behaior In The Online Holiday Promotions

With the rise of the Internet, e-commerce has become a common way of onlinetrading.Consumers can not only obtain the information more conveniently and quickly,but aiso can expand their scope of interpersonal communication.In order to obtain thefavor of consumers, business operators had to fight in the network marketing, in orderto get more profits.But in recent years, more and more e-commerce enterprises want toshare the Internet market, which makes the competition of the network market moreintense.In order to deal with the crisis, many e-commerce companies launched emergein an endless stream of marketing strategy. Among it the network Festival promotioncan most catch people’s attention. The cash discounts,the cash coupons andgifts are mainly the three ways of the network promotionThe study on the relationship between customer perceived value, customersatisfaction and behavior tendency has been a topic of concern and it is also a veryactive field of western consumer behavior research. The scholars all think that thecustomer perceived value, customer satisfaction and behavior tendency placed in aresearch framework to compare the interaction between them will undoubtedly be ofgreat significance.In recent years, some scholars from different sides has studiedrespectively the customer perceived value, customer satisfaction and purchase behaviorand the relationship between them. But until now, there is no scholars to explore therelationship between the customer perceived value, the customer satisfaction and thecustomer hopping behavior in the holiday promotion of the internet.Along with thenetwork shopping market competition intensified, it is a certain practical significance tostudy the relationship between the customer perceived value, the customer satisfactionand the customer online shopping behavior in the holiday promotions online.Based on this, this paper mainly studies the relation of the the customer satisfactionand the customer online shopping behavior in the holiday promotions online. The paperalso put forward the relationship model of the customer perceived value,the customersatisfaction and the customer shopping behavior in the online holiday promotions anduse the data processing software to verify the assumption relation in the model.Theresults are as follows:(Ⅰ) In the online holiday promotions, the five dimensions of the customerperceived value significantly effect the customer satisfaction in a differehnt degree. (Ⅱ) In the online holiday promotions, the five dimensions of the customerperceived value significantly effect the purchasing behavior in a differehnt degree.(Ⅲ) In the online holiday promotions, the five dimensions of the customerperceived value have a significant indirect influence on the purchasing behavior throughth customer satisfactionThe innovation of this paper lies mainly in:(Ⅰ) The paper construct the five dimension model of the customer perceived valuein the online holiday promotions, namely the quality value, the price value, the servicevalue, the emotional value and the social value.(Ⅱ)The paper first propose the relationship model of he customer perceivedvalue,the customer satisfaction and the customer shopping behavior in the onlineholiday promotions and the assumption of the relation of the model is verified.(Ⅲ) The results pointed out, the social value and emotional value have a biggerimpact on the customer satisfaction and the customer online shopping behavior than theother three dimensions of the customer perceived value.