感知价值对不同商品类别消费者购买意愿影响的差异

Effect of Perceived Values on Consumer Purchase Intention among Commodity Category

居民消费作为拉动经济可持续发展的重要增长极,日益成为政府部门、专家学者、行业企业所关注的焦点问题。许多国内外学者对感知价值影响消费者购买意愿的因素进行了大量的研究,这些研究主要是针对某一个具体商品或商品类别而言,且不同研究学者的结论不尽相同,但是对于不同产品类别中感知价值对消费者购买意愿影响因素差异比较的研究相对较少。分析感知价值对两大类商品,即产品(快速消费品、耐用消费品、奢侈品)和服务4个商品类别的消费者购买意愿影响差异,从而提出有针对性的营销建议。

As an important pole driving economy growth in a sustainable way, household consumption has become the focus of the attention o{ government, scholars and industry. A lot of research investigated the factors though which the perceived value affects the purchase intension of customers. While most of the research aimed at one particular product or category and led to different conclusions, research on the difference of perceived values in different commodity categories are relatively rare. This paper analyzes the difference of perceived value affect the purchase intention among fast moving consumer goods, durable consumer goods, luxury goods and service, and presents specific marketing suggestions on different commodity categories.