Research on the Effect of 4C + 2S to Customer Perceived Value in Scene Marketing of Clothing Industry in China - Open Journal of Business and Management

OJBM > Vol.8 No.2, March 2020

Research on the Effect of 4C + 2S to Customer Perceived Value in Scene Marketing of Clothing Industry in China ()

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DOI: 10.4236/ojbm.2020.82037 1,206 Downloads 3,446 Views Citations

Author(s)

Yuan Wang

Affiliation(s)

School of Management, Jinan University, Guangzhou, China.

ABSTRACT

The article has made a research on the effect of 4C + 2S to customer perceived value in scene marketing of clothing industry in China, according to customer perceived value and 4C marketing theory. First of all, tease out the four dimensions of customer perceived value through the literatures. Then build the conceptual model, put forward relevant hypotheses and with “offline experience, online order” mode as the research object, design scale to verify the hypothesis. Then, analyze data by SPSS19 and AMOS 22. The research results show that customer value, communication and streaming data have significant influence on customer perceived value. The second is convenient. Finally, put forward the suggestions to improve the effect of scene marketing for online clothing brands.

KEYWORDS

4C, Clothing, Scene Marketing, CPV

Share and Cite:

Wang, Y. (2020) Research on the Effect of 4C + 2S to Customer Perceived Value in Scene Marketing of Clothing Industry in China. Open Journal of Business and Management, 8, 628-638. doi: 10.4236/ojbm.2020.82037.

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