Research On Influencing Factors Of Customer Perceived Value In Live Broadcasting Business

In recent years,the live broadcasting business is loved by users because of its convenient experience and distinctive service features.According to ZHIYAN consulting,as of June 2019,430 million domestic users have watched the live broadcast.However,with the continuous expansion of the industrial scale,the development bottleneck gradually appears,and the problems such as the loss of users and the lack of loyalty of users make the live broadcast platform quite a headache.In this context,the live broadcast platform needs to find out the problems existing in the user experience business,so as to get out of the dilemma.Live broadcasting business belongs to Internet business,and its main feature is network virtualization,so the live broadcasting platform can not provide the actual experience scene,resulting in the user can not directly contact the relevant content when experiencing the business.Because the customer perception will be affected by the external environment,and the network interface in the live broadcast business seems to be difficult to meet all the conditions required by the user perception of the business,so managers need to fully realize the impact of the lack of actual experience scenarios in the real industry.In the existing literature,scholars attach great importance to the research of customer perceived value in online business,and think that the research of customer perceived value in online business is an important way to understand users' use feelings and behavior preferences.Therefore,it is necessary to build a theoretical conceptual model with customer perceived value as the core and carry out relevant research.Among them,customer perceived value refers to the comprehensive evaluation of customer's perception of enterprise business,and the difference evaluation of perceived gain and loss of service and product.Customer experience and customer interaction are important factors in the study of customer perceived value,and their interaction runs through the whole process of user experience business.The research on the interaction among customers,customer experience and customer perceived value is conducive to obtain the real feelings of customer experience business,and then put forward relevant operational suggestions for live broadcast business.On the one hand,as a typical pan entertainment online business,the mainstream marketing mode of live broadcasting business includes the service marketing mode and the product marketing mode.Different marketing models represent different directions of customer experience.According to the analysis of customer-oriented theory,service-oriented marketing model provides customers with corresponding business content for service,while product oriented marketing model provides corresponding business content for products.Therefore,it embodies service-oriented business and product oriented business respectively.On the other hand,customers need to rely on the screen to watch the live broadcast,which makes users pay more attention to the screen than the external environment.Therefore,this feature is conducive to reducing the impact of the surrounding environment on business perception,and can obtain more effective customer experience feedback when studying customers' perception of different business content.It is of great significance to explore the customer experience of different live marketing modes: from the theoretical level,the services and products perceived by the user experience business are designed to meet the needs of customers,which plays an important role in the study of customer experience perception under different oriented business.By analyzing the characteristics of online business and fully absorbing the research experience of product service portfolio,we can broaden the research ideas of the impact between customer experience and customer perceived value;From the perspective of practice,when the live broadcasting platform seeks to expand and expand its business scope,it will ignore the customer's perceived demand for its own business orientation,resulting in confusion of customers' use positioning of the current business.Therefore,by extracting different orientation features and analyzing the impact of customer experience on customer perceived value,the live broadcasting platform can find the advantages and disadvantages of relevant business models and provide strategic direction for the business operation of the live broadcasting platform.In the empirical process,the impact of live service characteristics on user perception is fully considered,and the interference of other factors on the empirical research is reduced as far as possible.The relevant data is obtained through questionnaire survey,and the question and answer group function in TENCENT questionnaire is used to automatically deliver the questionnaire.This function can select people who like to live broadcast to deliver the questionnaire and increase the delivery effectiveness,and confirmatory items are set in the questionnaire to exclude invalid questionnaires.Finally,the filtered data is analyzed by MPLUS software.The empirical results show that at this stage,there are differences in whether different live marketing models can meet the needs of customer experience.The service-oriented marketing model can meet the needs of customer experience and produce customer perceived value,while the product oriented marketing model can produce customer experience,but the customer experience can not be transformed into customer perceived value.Therefore,to a certain extent,it shows the advantages and disadvantages of the two marketing models in the management of customer experience.And this study analyzes the three important concepts of customer interaction,customer experience and customer perceived value in the Internet business,subdivides the relevant elements of customer orientation,and compares the customer perception of different businesses.The conclusion provides help for the development of the current live broadcasting industry and the improvement of live broadcasting mode.It not only strengthens the attention of the live broadcasting platform to the customer experience perception,but also provides the corresponding operation direction for the live broadcasting business.