节事消费者感知价值的维度和测量研究

A Study on the Dimensions and Measurement of Consumers' Perceived Values during Festivals

本研究剖析节事消费者感知价值的内在维度,构建节事感知价值的形成式测度量表。研究发现节事消费者感知价值包含便利价值、服务价值、感知价格、美感价值、玩乐价值和社会价值6个维度。感知价格对感知价值有负面影响,其他维度则发挥正向影响。明晰价值维度并构造测度量表,为创造和传递价值、建立节事的竞争优势提供重要手段。

The paper discusses the inner dimensions and measurement of consumers＇ perceived value during festivals and constructs measuring scale. The study finds that consumers＇ perceived values include convenience value, service value, perceived value. Perceived price is found to have negative effect on perceived values while other dimensions affect perceived values pasitively. It is hoped that value dimensions and measuring scales could be useful means to create and deliver consumption value and bring competitive advantage during festivals.