A Resarch On The Impact Of Chinese Traditional Cultural Values On The Consumer Gift Online-shopping Intentions

Currently, the Internet has been involved into so many industries all over the world and also affected the forms of those industries. The progress of science and technology make it possible for internet industry to create more deeply influence on the daily life of Chinese people. Gifts, as a special products, has a very deep cultural genes. In China, the size and demand of gift market is very huge. E-commerce enterprises at home and abroad are hoping to develop targeted marketing strategy for Chinese consumers, in order to gain a competitive edge, and quickly occupied the Chinese huge gift market.On the basis of background above, the study take the traditional Chinese values as the breakthrough point to explore the influence that traditional Chinese values have on customers gifts online purchase intention from the perspective of customer perceived value,. By combing the domestic and foreign study literature on traditional Chinese values, customer perceived value and purchase intention in the fields of, aiming at the shortcomings of the existing research, the study is going to build the conceptual model between China’s traditional values, customer perceived value, customer gifts online purchase intentions, and then propose the corresponding assumptions and develop scale questionnaire, and use statistical software SPSS17.0 and AMOS17.0 to build structural equation to analyze of the questionnaire data that collected, by which we come up to the following conclusions:1, Chinese traditional values have positive effects on customers gifts online purchase intention. As for its dimension assumptions, except the values of righteousness, the factors like benevolence, courtesy, wisdom, values also have positive influence on customers gifts online purchase intention.2, Customer perceived value positively influence customer gifts online purchase intention. When consumers feel more customer value, in the process of buying gifts through a network, the consumer’s willingness to buy gift online is also more intense.The study has broadened the research field of domestic consumer purchase intention theory, Secondly, targeted marketing suggestions those on the basis of research results, will help the network gift retailers can effectively formulate marketing strategy, which will improve its market competition ability.