Research On The Impact Of Consumer Perceived Value On Electronic Word-of-Mouth Communication Under The Background Of E-Commerce

As an important variable to measure the income of e-commerce operations,electronic word of mouth has always been the important of scholar and businessman's research.With the rapid development of mobile internet,competition between platforms has also become fierce.And the operating methods of each e-commerce and the main customer groups are different from each other,the spread of word-of-mouth will also vary.If electronic word-of-mouth communication is not smooth or negative emotions,that will definitely affect the revenue of e-commerce sites.And it all depends on the intuitive feelings of the consumer.Therefore,in the field of electronic word-of-mouth communication,the relationship between consumers'perception of electronic word-of-mouth communication has always been the focus of research.Under the premise of analyzing the operating environment and mechanism of China's e-commerce website,according to consumer perceived value model,word-of-mouth communication model and consumer satisfaction theory,analyzing of the Spreading Mechanism of Electronic Word of Mouth by Empirical Analysis.After determining the dimensions of consumer perceived value and analyzing of the mediation and regulation of consumer satisfaction theory and involvement.The influence of three dimensions of consumer perceived value on electronic word-of-mouth communication has been determined the research ideas.Using this as the basis of research and constructing the theoretical models of research and proposed hypotheses.Basing on this,designing a questionnaire.Collecting data from variables by means of questionnaires and analyzing the influence mechanism of consumer perceived product value,consumer perceived emotional value and consumer perceived image value on electronic word-of-mouth communication.Introducing consumer satisfaction as a mediator studies its mediating role between independent and dependent variables.Using product involvement and network involvement as adjustment variables tom study its regulation of electronic word-of-mouth communication.Regression analysis leads to conclusions,the three dimensions of consumer perceived value have a positive impact on electronic word-of-mouth communication.Consumer satisfaction plays a role of both full mediation and partial mediation in the model.Product involvement only plays a regulatory role in consumers'perceived emotional value.Network involvement plays a regulatory role in all dimensions.Basing on the above analysis results,giving a feasible e-commerce website operation proposal.E-commerce websites should continuously improve the quality of products and services,and enhance the emotional experience of consumers when shopping.Staff members need to conduct in-depth market research,understand the psychology and needs of consumers,and have sufficient understanding of product involvement and network involvement.Optimize the function of the website,simplify the initial interface,reduce the difficulty of use,and maximize the willingness of consumers to spread electronic word-of-mouth on multiple levels,thereby improving the profitability of e-commerce websites.