An empirical study on the effect of business-to-consumer website on perceived customer value

Perceived customer value has become a new source of competitive advantage and plays a crucial role in marketing strategy for most firms in the traditional shopping environment. Comparing with traditional entity stores, B2C Websites obviously have different characteristics. Whether factors proved to affect perceived customer value in the brick-and-cement environment still have effects on the latter on the Internet becomes a problem. The author chose 5 factors including product sold online, website popularity, website design, website service and purchasing cost to empirically test their effects on online perceived customer value, employing the sample of MBA students that have shopped online and the differences among evaluations of the five factors of customers with different online shopping experiences are also tested. The results of multiple regression and ANOVA analysis show that expect website popularity, all the items of the other four factors have significant effects on online perceived customer value and there are significant differences among the evaluations of all the items of the five factors of customers with different online shopping experiences.