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

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.

KEYWORDS:

• Customer perceived value
• online customisation
• value co-creation
• value co-destruction
• text mining method
• social media

Acknowledgments

The authors would like to thank the referees for their helpful suggestions. The research is supported in part by the Key Research Project of National Social Science Foundation of China under grant NO. 16AGL010. No potential conflict of interest was reported by the authors.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Key Research Project of National Social Science Foundation of China [16AGL010].