顾客感知价值的维度及其影响的实证研究

自20世纪90年代以来,顾客感知价值研究已成为营销学者与企业经理人关注的焦点领域,被认为是竞争优势的新来源和企业持续增长的引擎。文章选择手机行业作为研究对象,探索并验证感知价值的维度,分析了各维度对消费者行为倾向的影响,结果表明顾客感知价值的维度有五个,它们对行为倾向的影响程度从大到小依次为保健价值、激励价值、情感价值、服务价值和条件价值。

Customer Perceived Value Dimension and Its Effect: An Empirical Study

Since 1990s,the study of customer perceived value has become a focus field for marketing researchers and business managers,for it is considered as a new source of business competitiveness and an engine of constant development.This paper,taking automobile industry as its study object,discusses and verifies customer perceived value dimensions by examples,and also makes an analysis of the effects of those dimensions on customer's behavioral intentions.The verification shows that there are five customer perceiv...