Abstract:

In this paper, we developed the concept of the consumer perceived value on the electronic commerce market, examined the relationship of customer perceived value, satisfaction and loyalty empirically based in cognition-affect-conation theory, and in-depth analysed the impact of satisfaction as a mediator on the perceived value and customer loyalty. Customer perceived value is divided into functional value, emotional value, social value and procedural value, and the study found that the functional value and emotional value have positive influence on customer loyalty by using the structural equation model. Customer satisfaction also has positive influence on customer loyalty. At the same time, the functional value, emotional value and social value have positive influence on customer satisfaction. Customer satisfaction is a mediator on the perceived value and customer loyalty. The procedural value had no significant effect on customer satisfaction and customer loyalty.

Key words: Customer perceived value, 　Customer satisfaction, 　Customer loyalty, 　Cognition-affect-conation theory, 　Structural equation model