Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15–17, 2024, Changsha, China

Research Article

The research of the impact on consumer perceived value of postponement strategy —— Based on multiple linear regression analysis

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  • @INPROCEEDINGS{10.4108/eai.15-3-2024.2346064,
        author={Meixi  Liu},
        title={The research of the impact on consumer perceived  value of postponement strategy  ------ Based on multiple linear regression analysis },
        proceedings={Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15--17, 2024, Changsha, China},
        publisher={EAI},
        proceedings_a={ECIT},
        year={2024},
        month={5},
        keywords={postponement strategy; codp; customer satisfaction; customer perception;   e-commerce},
        doi={10.4108/eai.15-3-2024.2346064}
    }
    
  • Meixi Liu
    Year: 2024
    The research of the impact on consumer perceived value of postponement strategy —— Based on multiple linear regression analysis
    ECIT
    EAI
    DOI: 10.4108/eai.15-3-2024.2346064
Meixi Liu1,*
  • 1: Xi’an Jiaotong-liverpool University
*Contact email: Meixi.Liu19@alumni.xjtlu.edu.cn

Abstract

With the continuous development of e-commerce, how to improve consumer stickiness has become the focus of e-commerce platforms. Increasing consumer satisfaction is one of the important ways to increase consumer stickiness. In recent years, with the development of the logistics industry, postponement has gradually become a hot spot for scholars. By using the postponement strategy that can solve the "Bullwhip effect" effectively, further consumer perception could be improved. However, some scholars believe that the postponement strategy improves consumer perception as well as reduces consumer satisfaction. Therefore, this paper uses questionnaire survey to collect data, and multiple regression models are used to analyze the causal relationship between delay strategy, like logistics delay strategy, design delay strategy, payment delay strategy, and consumer perception. According to the results of multiple regression analysis, it is found that different delay strategies have different impacts on consumers' perception, and the rational use of delay strategies can help increase consumers' perceived benefits and reduce consumers' perceived losses, which results in improving consumers' satisfaction.