顾客感知价值对夜市消费意愿的影响

The Impact of Customers′Perceived Value on Night Market Consumption Intention

以夜市顾客为研究对象,引入顾客情绪作为中介变量,对顾客感知价值与夜市消费意愿之间的作用机理进行研究,建立了三者间关系的概念模型。基于采集的334份有效样本数据,进行实证分析发现:感知功能价值和感知情感价值对夜市消费意愿有显著正向影响,感知社会价值的影响不显著;正面情绪对夜市消费意愿有显著正向影响,负面情绪的影响不显著;正面情绪分别在感知情感价值和感知社会价值对夜市消费意愿的影响中发挥中介作用。

Taking night market customers as the research object,introducing customer emotion as the mediating variable,this paper studies the interaction mechanism between customers′perceived value and night market consumption intention,and establishes a conceptual model of the relationship between the three variables.Based on the collected 334 valid samples,the empirical analysis shows that the perceived functional value and perceived emotional value have a significant positive impact on the night market consumption intention,while the perceived social value has no significant impact.The positive emotion has a significant positive effect on the night market consumption intention,while the negative emotion has no significant effect.Positive emotions play a mediating role in the influence of perceived emotional value and perceived social value on the night market consumption intention respectively.