Study on Customer Value Driving Model of Network Marketing Environment

Ji-lin Wang ()
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Ji-lin Wang: Northwestern Polytechnical University

A chapter in Proceedings of 2013 4th International Asia Conference on Industrial Engineering and Management Innovation (IEMI2013), 2014, pp 889-896 from Springer

Abstract: 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.

Keywords: Customer value; Customer perceived value; Network marketing; SEM (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40060-5_85

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DOI: 10.1007/978-3-642-40060-5_85

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