Research On The Influence Of Customer Perceived Value On Customers' Intention To Generate Positive Word-of-mouth

With the rapid development of Internet technology, online shopping has become an indispensable shopping for consumers. In the online shopping environment, when consumers choose goods, not only value the price of goods, but also concerned about the value of the shopping process.It has been proved that customer perceived value has a certain influence on consumers' word-of-mouth communication intention and behavior in the traditional shopping mode, but in the network environment, customer perceived value and word-of-mouth communication have changed, whether customer perceived value still Impact on consumers' willingness to communicate positive word-of-mouth, and how does it impact? Customer satisfaction, product involvement in which will play what kind of role? In this paper, the following issues were studied.This paper summarizes the domestic and foreign research results on customer perceived value, customer satisfaction, product involvement and positive word-of-mouth communication, combines with the development of online shopping market in China, from the three dimensions of customer perceived value, introduces customer satisfaction as the intermediary variable and product inclusion degree as the adjustment variable, constructs the relationship model between customer perceived value and consumers' intention of word-of-mouth communication. It has been conducted of the online shopping customers based on the built theoretical model through the questionnaire descriptive statistics analysis, reliability analysis, factor analysis, correlation analysis and regression analysis on the questionnaire survey, and has been put forward to the assumption of validation. The results show that the customer perceived value would influence positively on the customer'intention to generate positive word-of-mouth as a mediator role, and the product involvement plays a positive moderate role on the customer satisfaction and the customer' intention to generate positive word-of-mouth. Lastly, there will be some specific advices on the store management and marketing to the Internet enterprises, the online shopping website and the online shops.