Study on Customer Perceived Value of Online Group Purchase in Beijing

Abstract

Combining the characteristics of group-purchase websites, this study brings forward the hypotheses of customer perceived value constructs and measuring indexes, using the approaches of literature studies and depth intenriew and so on. Then, a primary evaluation model of customer perceived value is set up. Abrmdant data is collected and processed by SPSS 16.0. Finally, this study constructs a scientific evaluation model of customer perceived value of group buying, so as to contribute to the enhancement of customer perceived value in the website. It may help all kinds of group-buying websites to realize the win-win situation with customers.