Study on customer value driving model of network marketing environment

Abstract

The research status of customer value in both foreign and domestic literatures is summarized, and the existing research deficiencies are pointed out. Combining the characteristics of network marketing, the customer deceived value models (theoretical and Amos) of network marketing environment are constructed, and the corresponding model hypotheses are put forward. Based on the spot-investigation, and using SPSS and structural equation model, the empirical research on customer value driving is conducted, which demonstrates the theoretical model is scientific and reasonable. The hypothesis test results of the model are put into in-depth discussion. © 2014 Springer-Verlag Berlin Heidelberg..