Research On Customer Value Measurement In Social Commerce Environment

According to the development of online shopping and social media industry,the convergence trend of e-commerce and socialization has been further strengthened.Taobao,Jingdong and other e-commerce platforms have launched their own social application sections and channels.WeChat,Weibo,Facebook,Instagram and other social media have launched shopping functions,the boundaries between social and ecommerce have become increasingly blurred.The social commerce model based on “social + e-commerce” has shown great vitality and development potential in the development process,the research about it has important theoretical and practical value.At present,the research on social commerce mainly focuses on the characteristics and modes of social commerce development and the influencing factors of customer behavior,the research on customer value is relatively rare.In social commerce environment,customer value is more complicated,identifying customers who are important to the company based on customer value analysis will become a new challenge for the marketing activities of social commerce enterprises.In order to solve these problems,this paper takes the social commerce platform and its user groups as the research object,analyzes the user behavior process in the social commerce environment based on relevant theories and the basis of domestic and foreign literature research;builds the customer in the social commerce environment based on user behavior.The value evaluation system,including the customer value evaluation index and the weighting method;using the Xiaohongshu platform as the empirical research object,giving the specific quantitative method of the evaluation index,and then obtaining the measurement method of the customer value,and using the data of the platform for the customer value Measure and customer classification,and propose corresponding marketing strategies based on customer classification results.The main research work of this paper includes:(1)Fully study the influence of word-of-mouth on users' willingness to purchase in social commerce.From the perspective of word-of-mouth publishers,this paper studies the process of word-of-mouth published by word-of-mouth publishers on the purchase intention of word-of-mouth recipients.and designs questionnaires and collects data.The model is validated using a structural equation model.The data was recovered by designing a questionnaire,and the constructed theoretical model was validated using a structural equation model.(2)Considering user behavior in a social commerce environment,customer value is divided into purchase value(also called direct value)and word of mouth value(also called indirect value)according to user behavior.According to the analysis of RFM model and AOMS path results,the evaluation system of customer value under the social commerce environment is constructed,which lays a foundation for the measurement of customer value.(3)Using Xiaohongshu for empirical analysis,realizing customer value measurement and customer classification,and proposing corresponding marketing strategies based on customer classification results.This paper starts from the root of customer value,namely customer behavior,divides customer value into purchase value and word-of-mouth value,and then studies customer value evaluation and measurement in social commerce,including evaluation index,indicator weighting,quantitative calculation,etc.Customer purchase value and word-of-mouth value identify customers who have made important contributions to the company,helping the company to better manage customers and develop differentiated marketing strategies to enhance corporate profitability and competitiveness.