Mining analysis of customer perceived value of online customisation experience under social commerce

Xiangzhi Bu · Zhoucheng Huang · Quanwu Zhao

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Service and Product Innovation Digital Marketing and Social Media Product Development and Customization

Abstract

Customer review data on the JD.com (https://www.jd.com) is collected in this paper, and the text mining methods are employed to study the customer perceived value (CPV) of customised products under social commerce, trying to add to the understanding of why certain customisation programmes are successful while others fail. The results show that the CPV of online customisation products in China is a multi-dimensional construct that includes process and results values, and social media can affect the relationships among customers and hosting firms involved in co-creation. Therefore, this study provides theoretical and practical implications for Chinese enterprises to understand and manage online customisation experience.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2003Evolving to a New Dominant Logic for Marketing 2004Co-creation experiences: The next practice in value creation 1998Constructive Consumer Choice Processes 2012Critical service logic: making sense of value creation and co-creation 2006The Service-dominant Logic of Marketing: Dialog, Debate, and Directions 2004Searching high and low: what types of firms use universities as a source of innovation?1969Broadening the Concept of Marketing

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