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本文分析了网络购物模式下顾客感知价值的构成,便于网上销售商有针对性地制定营销策略。文章以服装商品为例,采用探索性因子分析和验证性因子分析得出结论,网络购物模式中顾客感知价值有四个维度,按重要程度大小顺序依次为:社会价值、质量价值、服务价值、价格价值。
This article analyzes the composition of customer perceived value under the online shopping mode, which is convenient for the online seller to make the marketing strategy. Taking clothing products as an example, this paper uses exploratory factor analysis and confirmatory factor analysis to conclude that there are four dimensions of customer perceived value in online shopping mode, in order of importance: social value, quality value, service value, Price value.