从客户视角研究微型付款模式对企业绩效的影响  

Micro-payment from the customer perspective with Business Performance Research

作　　者：李岳龙[1] 赵红[1] 孙键[1] 

机构地区：[1]中国科学院研究生院管理学院,北京100190

出　　处：《数学的实践与认识》2011年第18期85-93,共9页Mathematics in Practice and Theory

摘　　要：基于客户资产理论,从客户视角研究微型付款模式影响企业绩效的机制进行研究.采用问卷设计和数据收集方式,研究共回收有效问卷2260份.通过对这2260份有效问卷进行信度和效度检验、描述性统计分析、相关分析和多元回归分析,对关于微型付款模式影响企业绩效的假设进行实证,找出客户视角微型付款模式影响企业绩效的机制.This paper will start from the consumer perspective. Based on the customer equity theory, and the micro-payment model it will analyze the mechanisms behind the impacts of micro-payment on business performance. Through a thorough analysis of their relationship and possible mechanisms a hypothesis will be formulated. The hypothesis will be tested through arguments using the assumption of the mechanisms behind the relationship between micro-payment and business performance as well as the collection and analysis of a designed questionnaire from the customer＇s perspective.

关 键 词：APPLE 微型付款 企业绩效 客户资产 顾客资产 价值资产 品牌资产 

分 类 号：F274[经济管理—企业管理] F272[经济管理—国民经济]