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

Chunting Liu, Shanshan Wang and Guozhu Jia
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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

Sustainability, 2020, vol. 12, issue 20, 1-22

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.

Keywords: e-commerce; big data; customer-perceived value; data mining; online reviews (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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