在线顾客感知质量、感知价值对购买意愿的影响——基于消费者异质性视角  

作　　者：张鹤冰[1] 李春玲 魏胜[1] 

机构地区：[1]哈尔滨商业大学管理学院,黑龙江哈尔滨150028

出　　处：《企业经济》2020年第5期113-121,共9页Enterprise Economy

基　　金：国家重点研发计划项目“服务互联网理论与技术研究”(项目编号:2018YFB1402500);黑龙江省普通本科高等学校青年创新人才项目(项目编号:UNPYSCT-2018128)。

摘　　要：为探索在线消费者感知价值形成的差异性,本文依据手段-目的链理论构建感知质量、感知价值与购买意愿关系的理论模型,从消费者异质性视角考察性别和年龄对感知质量与感知价值关系的调节作用。将感知质量分为感知产品质量和感知物流服务质量,感知价值分为功能价值、情感价值和社会价值,进行实证分析。结果表明:感知质量与感知价值之间有着正向关系,仅感知物流服务质量对社会价值的影响不显著;感知价值正向影响消费者购买意愿;感知质量对功能价值和情感价值的影响存在显著的性别差异;感知产品质量对社会价值、感知物流服务质量对功能价值和情感价值的影响存在显著的年龄差异。据此提出,在线商家应提升产品和物流服务口碑,增强产品的功能性、享乐性;应充分了解客户个体特征并进行市场划分,针对不同细分市场采取差异化的营销策略。In order to explore the difference in the formation of perceived value of online consumers,this article builds a theoretical model of the relationship among perceived quality,perceived value,and purchase intention based on the means-purpose chain theory,and examines the regulation of gender and age on the relationship between perceived quality and perceived value from the perspective of consumer heterogeneity.Perceived quality is divided into perceived product quality and perceived logistics service quality,perceived value is divided into functional value,emotional value and social value,and an empirical analysis is performed.The results show that:there is a positive relationship between perceived quality and perceived value,but perceived logistics service quality has no significant impact on social value;perceived value positively affects consumers’willingness to buy;and there is a significant age difference in the effects of perceived product quality on social value and perceived logistics service quality on functional value and emotional value.According to this,online merchants should improve product and logistics service reputation and enhance product functionality and enjoyment;fully understand individual customer characteristics and make market segmentation,and adopt differentiated marketing strategies for different market segments.

关 键 词：感知质量 感知价值 购买意愿 消费者异质性 

分 类 号：F713.36[经济管理—产业经济]