Our paper studies customer value of e-commerce from two different points of view based on grounded theory and tries to conduct large amount of data in e-commerce with our model. The customer value model of e-commerce is built up through analyzing the relationship of categorizations and conceptions selected by grounded theory. After that, the evaluation value model is built up by proposing three measurements: the measurement of components, the measurement of relationship and the measurement of influential factors. Finally, we calculate the data from taobao.com utilizing fuzzy comprehensive evaluation method on the first kind of measurement.
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