B2C电商平台顾客感知价值的内涵与感知途径研究

罗晓光 焦慧

摘 要：随着电子商务技术的高速发展，B2C电商平台也获得了巨大的发展空间。同时，B2C电商平台的竞争也日趋激烈。提供更高的顾客价值是B2C电商平台提高竞争力形成竞争优势的关键问题。在对顾客价值理论和B2C电商平台运作特点深入分析的基础上，通过理论分析和实证研究提出B2C电商平台顾客价值是消费者对平台提供的交易服务的效用的整体感知。研究发现：消费者主要通过平台提供的交易功能和网站技术感知顾客价值，且功能感知对顾客价值的影响大于技术感知的影响;B2C电商平台的顾客价值沟通能够有效提高顾客对平台提供的顾客价值的感知。基于研究结论提出了B2C电商平台提高顾客价值的对策，为B2C电商平台提升顾客价值提供了理论和方法借鉴。

关 键 词：B2C电商平台;顾客感知价值;顾客价值感知途径

DOI：10.16315/j.stm.2021.02.013

中图分类号： F724.6

文献标志码： A

Research on the customer perception value of B2C E-commerce platform and its perception approach

LUO Xiao-guang， JIAO Hui

（School of Economics and Management， Harbin University of Science and Technology， Harbin 150080， China）

Abstract：With the rapid development of e-commerce technology， B2C e-commerce platform has also obtained a huge space for development. At the same time， the competition of B2C e-commerce platform is increasingly fierce. Providing higher customer value is the key issue for B2C e-commerce platforms to improve their competitiveness and form competitive advantages. On the basis of in-depth analysis of customer value theory and operation characteristics of B2C e-commerce platform， through theoretical analysis and empirical research， this paper puts forward that the customer value of B2C e-commerce platform is the overall perception of consumer's utility to the transaction service provided by the platform. It is found that consumers perceive customer value mainly through the trading function provided by the platform and website technology， and the influence of function perception on customer value is greater than that of technology perception. Furthermore， it is found that B2C customer value communication of e-commerce platform can effectively improve customer perception of customer value provided by the platform. The countermeasures of promoting the customer value of B2C e-commerce platform are put forward based on the research conclusions， which provides a theoretical and method reference for B2C e-commerce platform to enhance customer value.

Keywords：B2C E-commerce platform; customer perceived value; customer value perception approach

收稿日期： 2020-01-25

基金项目： 黑龙江省社会研究规划项目（16GLB03）。

作者简介： 罗晓光（1959—），男，教授，博士，博士生导师;

焦 慧（1995—），女，碩士研究生.

根据中国互联网络信息中心（CNNIC）2020年4月28日发布的第45次《中国互联网络发展状况统计报告》显示，到2020年3月，我国上网人数高达9.04亿，互联网普及率达64.5%。其中网上购物有7.10亿人，在我国上网整体人数中占比78.6%。2019年网上交易购物金额为10.63万亿元，较上年上涨16.5%。 随着网络购物用户规模的快速增长，B2C电商平台也在快速发展，B2C电商平台行业的竞争也越来越激烈。

根据顾客价值理论，提供更高的顾客价值是企业争取顾客、提高市场竞争力的主要手段和途径。……