The Impact of Customer Satisfaction and Perceived Value on Online Retail Sales in Hunan Province

Name: Chen, Wenxin

keyword: Customer satisfaction

; Perceived value

; Online retail sales

Abstract: In China, the online retail market has developed rapidly, occupying a large share of China's retail market. China's online retail industry has great potential for business opportunities for companies trying to enter the Chinese market. This paper is based on the online consumer information network platform, easy operation, information quality, information correlation and online consumer trust in online shopping platform, and the perceived risk, perceived benefits, perceived cost survey, in-depth understanding of customer satisfaction and perceived value of online consumers in Hunan. Although a certain number of consumers think they can gain a store advantage in an entity store, they still prefer to shop online. The reason is that the network market competition is fierce, the network platform enterprise will use the small profit and quick turnover policy, each website can satisfy the consumer's demand as far as possible. Increasingly form their own brand image, and establish a deep relationship with customers, so that customers experience the benefits and values it represents. In order to do research, quantitative research methods and questionnaires will be used in this paper to study online shopping users in Hunan province. The sample size of 34 local administrative divisions in Hunan province is 400. The data were analyzed by descriptive analysis and social science statistical software package. Through the investigation and research, this paper draws the conclusion: (1) easy of search, information quality and trust have a direct impact on customer satisfaction. (2) perceived risk and perceived cost have direct impact on perceived value. (3) customer satisfaction has a direct impact on purchasing intention. (4) perceived value has a direct impact on purchasing intention.

University of the Thai Chamber of Commerce. Central Library

Address: BANGKOK

Email: library@utcc.ac.th

Name: Napawan Kananurak,

Role: advisor

Created: 2017

Modified: 2021-06-23

Issued: 2021-06-23

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Bussiness Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: University of the Thai Chamber of Commerce

©copyrights University of the Thai Chamber of Commerce

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