Abstract

By the view of the customer aspect, because internet shopping service products are a kind of consumer model with high perception and high involvement, the customers would tend to take reputation, sense of security, brand image, and cope as principle clues to perceive product value. This uncertain risk influences the customers’ purchase intention. Thus a method should be applied in order to lower the customer perception risk, increase the usage rate of Internet shopping services and produce service value through service intense contact. Because of the inconsistent experiences from different companies, the customer interest cognition is formed by service quality. Therefore, the customization will directly influence interest cognition. This paper concludes the future trend lies on customization for personalized designs. This paper also provides the analysis procedures from the case study of the Cliven products.

Key words: Internet shopping service, customer value, human factor, Taiwanese enterprises, Cliven.