消费者产品价值知觉研究  

A research on consumers' product value perception

作　　者：李小华[1] 何存道[2] 董军[1] 

机构地区：[1]湖北医科大学,湖北武汉430071 [2]华东师范大学,上海200062

出　　处：《人类工效学》2000年第1期15-18,共4页Chinese Journal of Ergonomics

摘　　要：研究了品牌、产地、价格、服务对消费者产品价值知觉的影响。研究结果表明 :(1)消费者对名牌产品的交换价值知觉和心理价值知觉均显著高于不知名品牌。 (2 )消费者对进口产品的交换价值知觉与心理价值知觉均显著高于国产产品。 (3)价格显著影响消费者的交换价值知觉 ,但不影响其心理价值知觉。 (4)服务对消费者的交换价值知觉有一定影响 ,但不影响消费者的心理价值知觉。 (5 )The article studies the effects of brand , county of origin , price and services on consumers' product value perception by an experiment. Results indicate that: 1. Consumers' exchanging value and psychological value perception of famous brand significantly are higher than that of unfamiliar brand. 2. Consumers' exchanging value and psychological value perception of imported goods are significantly higher than that of home made goods. 3. Price has a significant effect on consumers' exchanging value perception,while the effect of price on psychological value perception is not significant. 4. Services have a slight effect on consumers' exchanging value perception but didn't affect their psychological value perception. 5. Consumers' knowledge and experience have a slight effect on their value perception.

关 键 词：消费者 心理价值知觉 产品 价值知觉 

分 类 号：F713.55[经济管理—市场营销]