本文试图通过对网络购物模式下顾客价值感知要素的研究，提出网络购物顾客价值感知要素的构成体系，为网络商家销售商品、提高顾客感知价值提供建议和指导。

This paper tries to studies on perception elements of customer value in on-line shopping, and then brings forward the system about perception elements of customer value in on -.

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顾客感知价值主要受顾客感知利益、顾客付出成本、顾客感知公平三要素的影响；

Third, the most important antecedents of customer perceived value(CPV) are customer perceived fairness, customer perceived benefit, customer perceived cost;

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