文档介绍：顾客感知价值对中国消费者购买行为影响
    ——以上海手机市场为例
【原文出处】北京邮电大学学报:社会科学版
【原刊期号】20092
【原刊页号】46~51
【分类号】F513
【分类名】市场营销(理论版)
【复印期号】200908
【英文标题】Influence of Customer Perceived Value on Purchase Behaviors of Chinese Customers: Evidence from the Mobile Phone Market of Shanghai
【标题注释】基金项目:国家自然科学基金重点项目(70832004)。
【作者】潘煜/高丽/王方华
【作者简介】潘煜,华东理工大学商学院,管理科学博士。(上海 200237);高丽,法国雷恩第一大学管理学院。(雷恩 35000);王方华,上海交通大学安泰与经济管理学院。(上海 200052)
【内容提要】主要研究顾客感知价值对中国消费者购买行为的影响。首先选择手机作为研究对象,上海作为样本的选择地点,在问卷调查的基础上,借助探索性因子分析和确认性因子分析,获得并验证了顾客感知价值度量量表;然后用结构方程模型对顾客感知价值与购买行为之间的关系进行了研究,详细分析了顾客感知价值各因子与购买行为之间的内在联系;最后,根据研究结果从顾客感知价值的视角提出了一个营销策略,帮助企业针对消费群体,定位、设计、生产、完善产品和实施有效的市场营销策略。
【英文摘要】This research aims to investigate the influences of customer perceived values on Chinese consumer behaviors. The empirical research has been conducted in the context of mobile phone markets in Shanghai. On the basis of large scale questionnaire survey, through exploratory and confirmatory factor analyses, the measurement scale of customer perceived values are created and validated. The relationship of customer perceived values and Chinese consumer behaviors is tested in the structural equation model and the influences of all the factors of customer perceived values on Chinese consumer behaviors are discussed in details. Based on the research results, the author proposes a new market segmentation method from the perspective of customer perceive