消费者感知价值实际维度实证分析——以移动服务消费为例  

Empirical Study on Factual Dimensions of Consumer Perceived Value——Take Mobile Service Consumption as an Example

作　　者：陈秋英[1] 陈青兰[2] 

机构地区：[1]厦门理工学院文化传播系,福建厦门361024 [2]厦门理工学院管理科学系,福建厦门361024

出　　处：《北京邮电大学学报（社会科学版）》2011年第3期63-71,共9页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：现有对感知价值维度的研究方法存在受研究者主观成分影响较大等局限性,不利于企业根据消费者感知价值来制定科学的营销策略,故采用有别于传统的假设-验证的方法建构理论,运用扎根理论的研究方法论,对36名在校大学生的非结构性/半结构性访谈,研究消费者感知价值的实际维度。结果表明,消费者对移动服务消费的感知维度可分为亲和价值、信任价值、价格价值、质量价值、便利价值、社会价值和认知价值七个维度。根据上述结果对移动服务消费者的感知价值进行了实证分析,证实了定性研究的结果。这一源自消费者自身信息的信息提取流程而得出的结论可以为企业确定战略定位、设计营销方案提供相应的决策依据,有利于企业实践精准营销。Since the methodology of the current researches on dimensions of perceived value has certain limitations, such as being influenced by researchers＇ subjective view, it is more difficult for enterprises to formulate marketing strategies based on customer perceived value. Different from traditional hypothesis-testing research, the article, based on the methodology of Grounded Theory, carried out semi-structured interviews to 36 university students to find out their factual dimensions of perceived value towards mobile services. The result has shown that customers＇ perceived dimensions consist of perceived affinity value, trust value, monetary value, quality value, convenient value, social value and epistemic value. Empirical study has confirmed the result of qualitative research. The results could be a guide for mobile service operators to design strategy orientation and marketing programs.

关 键 词：移动服务 感知价值 扎根理论 实证研究 

分 类 号：F625[经济管理—产业经济]