Study On The Influence Of Customer Participation And Customer Experience On Customer Perceived Value In Mobile E-commerce

With 3G, 4G technology and the popularity of smart phones, PDA and other wireless equipment, China has appeared to become the world’s fastest growing mobile Internet market. Based on the rapid development of mobile Internet technology, the electric business enterprise compete for customers gradually from traditional big screen to the laptop computers and then to smart phones and other mobile devices on a substantial shift. Thus as the extension and expansion of traditional e-commerce,the mobile Internet technology which relies on the mobile e-commerce emerges as the times require, and by virtue of its broader user base than traditional e-commerce as well as its convenience, mobility, personalization and other advantages, the mobile Internet technology shows underestimated development potential in the new blue ocean.In this new business model, the customer’s shopping habits have gradually changed, and the habit of using mobile terminals online shopping beyond the PC shopping gradually become the mainstream in the young crowed. At the same time, great changes have taken place in the role of customers who passively accept the goods or services from the beginning, and now value creators have been their new identity due to their active participation in the consumption process.Firstly, based on the existing literature data and past research, this paper systematically and comprehensively introduces the related theoretical knowledge of mobile electronic commerce customer participation and customer value, besides the currently existing research results are summarized. Then, this paper selects mobile phone shopping which has great reference value for the further development of mobile e-commerce activities as a case to study, and to construct a relevant model and put forward the research hypothesis according to the obtained dimensions of customer participation and customer value in the mobile e-commerce. And questionnaires after designing the scale are issued to collect data which would be used by SPSS17.0 statistical software in the empirical analysis in order to further investigate the degree of influence between various dimensions. Thirdly, according to the results of empirical analysis draw the following conclusions:(1) the selected dimensions of customer participation and customer value in mobile e-commerce are more scientific and rational;(2) customer participation has a significant positive effect on the four dimensions of customer value such as favorable impression of online shopping, perceived product quality, product price and perceived risk;(3) single sample T test and single factor analysis of variance show that customer characteristic variables are not significant to customer participation and customer value, but women’s performances are obviously different in building relationships and information exchanges than men, which indicates that female are able to spend more time and efforts to establish contact with the merchants, while male customers are more concerned about shopping efficiency and convenience and they hope the consumption can be completed in a short time, thus male customers show more different performance on goodwill of online shopping than female. At the same time, female customers in the purchase process are more careful and patient, so the perceived risk has a significant difference.The research results will help mobile internet retailers or electric business enterprise who uses mobile network platform as the channel and mobile application(APP) developers to grasp the various requirements of consumers for mobile life. At the same time, enterprises can better improve the products and services, also can develop customer satisfied mobile application(APP) in view of the obvious tendency on customer participation dimension in order to make marketing means more competitive and improve customer value making customer’s consumption behavior intentions more clearly, thus increasing customer stickiness, improving customer satisfaction and loyalty, and ultimately achieving the purpose of the enterprise value-added.The innovation of this paper lies in the selection of research context and the introduction of customer characteristic variables. Taking different utilities produced by customer participation which is effected by various contexts’ factors into account, the two often researched variable of customer participation and customer value of in traditional industries are transplanted into the context of the mobile electronic commerce so that customer participation’s influence on customer value can be studied in the new context.