顾客感知价值各维度与顾客行为、产品外部属性的影响关系研究

【作者】 闵梅梅；

【导师】 罗新星；

【作者基本信息】 中南大学 ， 管理科学与工程， 2007， 硕士

【摘要】 近年来，随着市场竞争的加剧，顾客感知价值作为一种企业竞争优势的新来源，已经引起学者们的广泛关注，尤其是对顾客感知价值的内涵与外部相关概念的影响关系的研究。然而，多数研究仍停留在将顾客感知价值作为一个单维模型来考察它与其他相关概念的关系，没有深入顾客感知价值内部分析。此外，多数研究都集中在服务感知价值的探讨上，以快速消费品为对象的研究较少。本文通过构建针对个人护理用品的顾客感知价值测量量表来深入分析顾客感知价值的四个维度与顾客行为、产品外部属性的影响关系。首先，本文对Sweeney的顾客感知价值维度模型进行补充，并以补充后的模型构建了针对个人护理用品的顾客感知价值多维测量量表，并验证了该量表能有效的测量顾客感知价值的四个维度，分别是功能价值、利失价值、情感价值和社会价值。而后，本文将该量表应用于顾客感知价值对顾客行为影响的研究。分析得出，顾客感知价值的各个维度对顾客行为没有直接影响，但功能价值、情感价值以及社会价值能通过顾客满意、品牌忠诚间接影响顾客行为效果。最后，本文将该量表应用于产品外部属性对顾客感知价值影响的研究。产品外部属性是与产品相关却又不是产品所固有的信息，本文主要考察其中的品牌、广告以及包装。分析得出，能产生显著影响效果的是：产品品牌对功能价值和社会价值；广告对利失价值和情感价值；包装对功能价值。更多还原

【Abstract】 With the accelerating market competition, customer perceived value have been attracted a lot of attention as a new source of competing superiority, especially in the study of its meaning and its relationship with other concept. However, in most of the studies, customer perceived value was still considered as an un-dimensional concept when investigated its relationship with others. And there are few researches working on Fast Moving consumption good while lots of them on the service.Firstly, the article constructs a multi-dimensional measuring scale based on the multi-dimensional model of customer perceived value. The measuring scale can be used for investigating the four dimensions of customer perceived value—functional value, sacrifices value, emotional value and social value.In the second part, the article analysis the relationship between the four dimensions of customer perceived value and the customer behavior. And the results show that, no dimension has direct impact on customer behavior. But functional value, emotional value and social value have indirect impact on customer behavior through customer satisfaction and brand loyalty.In the third part, the article analysis the relationship between product extrinsic attributes and the four dimensions of perceived value also by using the multi-dimensional measuring scale. The results show that, brand has an impact on functional value and social value, and advertisement has a impact on sacrifices value and emotional value, and package has a impact on functional value.更多还原