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Exploring E-Commerce Big Data and Customer-Perceived Value: An Empirical Study on Chinese Online Customers

Author

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  • Chunting Liu

    (School of Economics and Management, Beihang University, Beijing 100191, China)

  • Shanshan Wang

    (School of Economics and Management, Beihang University, Beijing 100191, China)

  • Guozhu Jia

    (School of Economics and Management, Beihang University, Beijing 100191, China)

Abstract

The purpose of this study is to make good use of the massive amount of online user comment data to explore and analyze the dimensions of customer-perceived value and the importance of each dimension, given the background of China’s huge e-commerce market. We compiled a web crawler program to collect online comment data from online reviews. The crawled data were pre-processed and content analysis were performed. A customer-perceived value dictionary was constructed based on the extraction of frequent terms, literature review, and expert opinions. We re-identified the dimensions of customer-perceived value to include four key dimensions and corresponding subdivisions. Both the rationality and operability of the dimension model of customer-perceived value were validated and applied. Thereafter, the importance of various dimensions and the impacts of customer-perceived value dimensions on customer loyalty were analyzed and discussed. The empirical research results reveal that all four dimensions of customer-perceived value play an important role in customer-perceived value and that the patterns and degrees of the role of each dimension are rather different. Further, only certain parts of the dimensions of customer-perceived value have an impact on customer loyalty, and the degree of the impact differs substantially.

Suggested Citation

  • Chunting Liu & Shanshan Wang & Guozhu Jia, 2020. "Exploring E-Commerce Big Data and Customer-Perceived Value: An Empirical Study on Chinese Online Customers," Sustainability, MDPI, vol. 12(20), pages 1-22, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8649-:d:431036
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    1. Ewa Frąckiewicz, 2021. "Information and Communication Technologies as a Source of Customer Value in the Context of Balancing the Positions of Younger and Older Consumers," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    2. Mihaela Cornelia Sandu & Valentin Mihai Leoveanu, 2020. "Analysis of the use of e-commerce platforms by students during the sars-cov-2 pandemic crisis," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 32(1), pages 78-86, December.
    3. Changhee Lee & Yulseong Kim & Youngran Shin, 2021. "Data Usage and the Legal Stability of Transactions for the Commercial Operation of Autonomous Vessels Based on Digital Ownership in Korean Civil Law," Sustainability, MDPI, vol. 13(15), pages 1-18, July.

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