金钱与非金钱付出对于产品价值感知的影响——产品类型与卷入度的调节作用

The Effects of Paying Money or Non-monetary Resources on Products' Perceived Value——The Moderating Effects of Types of Products and Involvement

随着营销模式的多样化,付出时间、精力等非金钱资源也逐渐成为人们获得产品的方式。验证了付出资源类型(金钱/非金钱)显著影响产品感知价值:付出金钱时的感知价值显著高于付出非金钱资源时的感知价值。同时产品类型(享乐品/实用品)和卷入度具有显著的调节作用:当购买实用品或高卷入度产品时,金钱与非金钱付出对于感知价值的影响并不显著,而购买享乐品或低卷入度产品时,消费者付出金钱时的感知价值显著高于付出非金钱资源时的感知价值。

With the diversification of marketing model,non-monetary resources such as time and energy are also becoming resources to get products. This paper verifies that types of paying resources (money/non-monetary resources) can affect products' perceived value significantly: Perceived valuevia paying money is significant higher than that via paying nonmonetary resources. In addition, types of products (hedonic/utilitarian products) and involvement both have significantmoderating effects: For utilitarian products or high involvementproducts, the effect of types of paying resources on perceived value is not significant. But for hedonic products or low involvement products, the perceived value via paying money is significantly higher than that via paying non-monetary resources.