What Factors Influence Consumers' Online Purchasing Decisions?——Customer Perceived Value Drivers

Abstract

Abstract:

What factors are influential to consumers' online purchases? This paper points out that customer perceived value includes product perceived value, service perceived value and social value perception under the online shopping mode, constructs an online purchase model and collects Taobao's massive transaction data by focusing on three factors:users' reviews, product features and sellers' types. The large sample analysis reveals several positive factors including the length of users' review, product sales volume, credit ratings of seller, seller's DSR service score, and existing period of the shop. In particular, for experience products, the numbers of reviews, price, and sales have a larger effect on consumers' willingness to buy.

Key words: online purchase decisions, customer perceived value, impact factors

Li Zongwei, Zhang Yanhui, Luan Dongqing. What Factors Influence Consumers' Online Purchasing Decisions?——Customer Perceived Value Drivers[J]. , 2017, 29(8): 136-146.

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