Evaluating the Customer Perceived Value of B2C Websites from the Aspect of Online Consumers

As Internet economy approaching, online shopping is attracting more and more consumers. Since the market competition is further fierce, Internet merchants are urgent to find the way of gaining competitive advantage. Customer perceived value (CPV) as one of the ways to gaining competitive advantages has been focused on by scholars and the entrepreneurs. In this paper, according to the factors affecting B2C customer perceived value, the evaluation indicator framework is divided into four level indicators, respectively: the customer perceived value of web technology, the customer perceived value of commodity information, the customer perceived value of trade function and the customer perceived value of service function. There are four second-level indicators under each level indicator. Since the customer perceived value is one kind of subjective psychology feeling, the multi-level fuzzy comprehensive evaluation based on the expert consultation and the customer questionnaire survey can be used to evaluate the customer perceived value. This paper then takes an online bookstore website as a case study, and has carried out an evaluation of its customer perceived value and the evaluation results tally with the reality. At last, some suggestions and conclusions are proposed. It could be expected that this kind of study is able to provide basis for Internet merchant to carry out pertinence marketing.