Research on Community Fresh O2O Purchase Intention Based on Customer Perceived Value

Based on the theory of customer perceived value,this paper makes an empirical analysis on the purchase intention of community fresh O2O,and proposes the customer perceived value concept including result,program,service,social and emotional value.At the same time,the intermediary variable of consumption attitude is put forward and the theoretical model constructed.It is verified that perceived value significantly influences purchase intention and consumption attitude,and plays an intermediary role between them by regression analysis method.This detailed study on the mechanism of perceived value influencing purchase intention through consumption attitude is of great guidance value.

Apparel Brand Overlap Based on Customer Perceived Value and Eye-Tracking Technology

Competition in the apparel market has developed from preliminary price competition,quality competition,and scale competition to the current state of brand competition.The phenomenon of brand overlap cannot be avoided by apparel enterprises during the process of building and manufacturing their brands.This paper has selected nine identification elements of three dimensions,which we used to construct an apparel brand overlap identification model.This model is based on the theories of customer perceived value and brand identity and was constructed by taking consumer perspectives as the starting point.Two apparel brands from the representative international E Company have been selected as our empirical research objects.An apparel brand overlap identification model has been constructed based on questionnaire analysis and a cognitive experiment involving eye-tracking technology.In addition,the overlap elements among apparel brands,as well as the cognitive situation of consumers with regard to brand overlap,have been analyzed.

Study on the Perceived Risk about the Online Shopping for Fresh Agricultural Commodities and Customer Acquisition

Fresh agricultural commodities have been entering the era of network marketing. However,the coverage population is still relatively small. In this paper,more than 400 online shopping customer survey data are statistically analyzed based on perceived risk multidimensional model by factor analysis method to classify the potential customers' perceived risk,concluding that food safety risks,mental health risk,relative convenience risk,liquidity risk,privacy risk and time risk are the most important risk factors that impact potential customers online shopping of fresh agricultural commodities. By using customers prediction model which is based on the classification and prediction methods to mining potential customers,it comes to the conclusion that men are more likely to purchase fresh agricultural commodities online,specifically,in the male sample,those whose average monthly net purchase cost equals to or is higher than 51 yuan or whose online shopping time equals to or is longer than 3 years and at the same time whose age is younger than 30 are the most potential customers. Finally,it puts forward corresponding countermeasures and suggestions from the perspectives of risk control and effective customer acquisition.

The Role of Service Quality,Perceived Value and Trust on Calculative Commitment and Loyalty Intention

Global mobile communication is one of the most dynamic and important service markets.Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs,such as service quality,customer perceived value,customer satisfaction,perceived switching costs,corporate image,and customer loyalty,is vital to the mobile communications market.This paper aims to investigate the role of service quality,trust,and perceived value on calculative commitment and loyalty intention in the customers of mobile telephone network service providers(MTNSPs).To notify the meaningful factors for the calculative commitment and loyalty intention of the users in using mobile phones,this study focuses on the effect of service quality and perceived value in the trust and identifying the role of trust in forming customer loyalty.As many as 125 users of mobile phone users—house wife were surveyed in Coimbatore,Tamil Nadu,India.The data are analyzed by path analysis.This study shows that service quality has a direct and positive effect on trust,trust has a direct and positive effect on calculative commitment,calculative commitment has a direct and positive effect on loyalty,and direct and positive relationship between perceived value and calculative commitment,perceived value,and loyalty are also confirmed.In terms of mobile telecommunication systems,it is found that the users may exhibit noticeable differences in using this service.This study provides important hints to strengthen the relationship between the network service providers and their customers.

Empirical Study of Brand-Customer Relationship Based on Customer Lock-In in Chinese Banking

The central construct of customer lock-in (CL) is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups,a measurement model for CL is developed,and a structural equation model consisted based on literature review and our own theory is established. Moreover,the moderating effects of CL on the relationship between perceived value (PV) and brand relationship quality (BRQ),as well as that between BRQ and brand loyalty (BL) based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship,and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore,CL tactics,such as decreasing consumers' learning cost and transactional cost facilitate the relationship building between customer and brand,while involuntary lock-in may have an adverse effect in the relationship building process. In addition,involuntary lock-in and loyalty program help in obtaining consumers' behavioral brand loyalty but not their attitudinal loyalty.

企业形象对住宅购买意愿的影响机制研究

为探究企业形象对住宅购买意愿的影响机制,构建了以企业形象为自变量,顾客参与、购买决策涉入、感知价值为中介变量,购买意愿为因变量的结构方程模型。对沈阳市部分居民进行了问卷调查,运用SPSS 22.0软件和AMOS 24.0软件对366个有效样本进行了数据分析。实证结果表明:企业形象、购买决策涉入和感知价值均与住宅购买意愿存在正向相关关系;顾客参与对住宅购买意愿的直接影响不显著;顾客参与、购买决策涉入和感知价值在此影响机制中能产生中介作用。

家长决策下的研学旅游消费——基于消费者与购买者不一致的二元视角

中小学生研学旅游既存在消费者与购买者的主体不一致性,又存在家长为未成年子女做决策的必要性,意味着从作为购买者的家长视角探讨研学旅游购买决策的影响因素尤为重要。文章以中小学生家长为研究对象,基于推拉理论构建家长视角下研学旅游动机与购买决策的基本关系,并利用价值感知、风险感知与成本感知揭示内在机制和理论边界。结果显示:研学旅游动机不仅直接促进购买决策,还会通过价值感知的部分中介作用来实现;风险感知激发了研学旅游动机与价值感知间的正向关系;成本感知、风险感知与研学旅游动机的交互作用对价值感知产生负向影响。该研究拓展了旅游动机的主体视角,深化了包含利他和利己的价值内涵,为风险感知的调节作用分歧提供实证答案,细分了不同利失类型的家长决策特征,为教育部门、学校、研学企业和教师的实践提供启示。

可持续发展背景下时装共享接受意愿的影响

以时装共享为研究对象,在文献梳理的基础上,构建时装共享影响因素和接受意愿理论模型。基于调查数据,采用因子和回归分析法,验证各因素间的关系和影响。研究表明:经济利益、时尚参与度、自我愉悦体验、社会投射、过去的可持续行为、共享服务均正向影响时装共享接受意愿;感知风险不具有中介作用;感知价值在时装共享影响因素与共享意愿中有正向中介作用;性别在经济利益、自我愉悦体验与时装共享接受意愿之间存在正向调节作用。研究结论为时装共享市场发展提供实践启示。

感知价值和感知风险对参与服装交换意图的影响

服装交换是服装协作消费的一类,其作为一种可持续消费模式受到越来越多学者的关注,但研究成果尚处于起步阶段。为了探索感知价值和感知风险对消费者参与服装交换意图的影响,基于理性行为理论模型,明确服装交换中感知价值和感知风险的内涵,同时设计调查问卷,对收集的问卷数据进行二元逻辑回归和方差分析。结果表明,部分享乐价值对消费者参与服装交换意图有较大的正向影响作用,而心理风险和社会风险对参与服装交换意图有阻碍作用;消费者感知风险和感知价值在性别和闲置衣物处理方式变量上显著不同。

历史文化名镇游客感知价值测量模型及实证检验——以邯郸市永年区永年广府城为例

以邯郸市永年区永年广府城为研究对象,综合考虑风险感知与文化价值特性,针对历史文化名镇开发符合古镇特征的游客感知价值测量表,探寻古镇类型景区游客感知价值的影响因素。结果表明,历史文化名镇游客感知价值测量表由人居环境价值、服务价值、情感价值、文化认知价值、文化观赏价值、文化产品价值、风险感知和成本感知8个维度27个测量指标构成;文化认知价值、文化产品价值和文化观赏价值是历史文化名镇有别于其他景区共性维度以外的特殊维度;游客在发生公共危机事件时形成的风险感知对历史文化名镇游客感知价值具有显著影响。

基于Logit模型的视频流媒体用户付费意愿及其影响因素研究--以爱奇艺为例

爱奇艺作为国内头部视频流媒体之一,面临用户付费意愿薄弱的困境。基于整合型技术接受模型(UTAUT)和感知价值理论(CPV)的相关变量提出假设,构建研究模型。通过Logit模型展开实证研究,结果显示感知有用性、感知成本、社会影响、个人付费意识对爱奇艺用户的付费意愿有显著影响。对此,提出深耕优质内容IP、丰富价格体系、打造口碑营销、聚焦年轻人的情绪价值四点建议,为爱奇艺探索新的战略提供有针对性的对策建议。

顾客感知价值对顾客满意度的影响——自我—人工智能联结的中介作用

人工智能应用于产品交互设计,改变了人与产品之间传统的交互方式,消费者在人机交互的过程中会不断构建、强化、表达自我,此过程存在复杂的作用机制并会对消费者的产品感知和评价产生影响。从用户角度出发,运用实验法探究了顾客对人工智能(AI)产品的感知价值(功能价值、享乐价值、社会价值)对顾客满意度产生的正向影响,同时验证了自我—人工智能联结在此关系中的中介作用。此外,验证了AI产品是否提供个性化的服务会影响自我—人工智能联结的程度。具体而言,提供个性化服务会对自我—人工智能联结产生显著的正向影响。但感知价值与个性化服务的交互作用会对自我—人工智能联结产生显著负向影响。

基于改进累积前景理论的电动运营车充电决策模型

为准确描述电动运营车车主的非理性充电决策行为,文中建立了基于改进累积前景理论的电动运营车充电决策模型。首先,综合考虑到达时间、剩余电量和心理安全电量等因素,构建电动运营车车主在不同峰谷电价下的充电需求模型。其次,针对运营车车主对到达时间和剩余电量的心理感知差异,建立考虑风险偏好的改进累积前景理论异质参考点模型。最后,以运营车累积前景收益为评价指标,对充电决策进行评估。对武汉市电动运营车充电行为进行仿真分析,结果表明,在心理安全电量一定的前提下,心理感知价值较高的车主会提前充电,而心理感知价值较低的车主则倾向于延后充电。文中模型将风险偏好与心理感知价值相结合,可以更准确地反映运营车车主的非理性决策行为。

价值共创视角下电商直播中顾客参与行为对顾客忠诚的作用机制

电商直播平台是典型的价值共创平台,顾客在平台上的参与行为是其与平台和品牌商家进行价值共创的行为轨迹。争夺并培育高度忠诚的顾客,不仅是电商直播平台和品牌商家可持续发展的关键,也是其进行价值管理的落脚点。本文基于价值共创视角研究电商直播中顾客参与行为对顾客忠诚的作用机制。研究结果表明:顾客在电商直播中的话语式参与既会对其平台忠诚的形成产生促进作用,又会对其品牌忠诚的形成产生负面影响;顾客在参与过程中所感知到的实用价值对其平台忠诚有进一步的促进作用,而其感知到的社会价值又会积极影响平台忠诚和品牌忠诚。此外,不同的产品类型对顾客感知价值的影响也有所不同。因此,平台运营方、品牌商家与主播应着力提升顾客参与行为的层次,重视对顾客价值的开发。

基于感知风险与感知价值的婚纱租赁接受意愿影响因素

为了探究租赁模式中消费者对婚纱租赁接受意愿的影响因素,利用文献研究法,基于调研数据构建婚纱租赁影响因素、感知风险、感知价值和租赁接受意愿之间的理论模型,提出假设,并对调研数据进行因子和回归分析。结果表明:婚纱租赁知识、租赁服务、租赁经验、炫耀心理及婚纱使用特征正向影响接受意愿;感知风险在婚纱租赁影响因素对接受意愿中有负向中介作用,感知价值在婚纱租赁影响因素对租赁意愿中有正向中介作用。研究结果和策略建议为婚纱租赁市场发展提供实践启示。

移动支付背景下金融机构服务质量提升研究

随着智能化的高速推进,手机应用得到了不断研发与创新,手机银行由此诞生,但目前手机银行的服务质量并未达到用户的心理预期,其服务质量的提升成为研究的焦点。本文基于移动支付背景下,结合SOR模型,构建顾客参与—感知控制及感知价值—服务质量模型,采用问卷调查的方式收集数据,并运用SPSS软件和AMOS结构方程模型进行分析,探求其内在作用机理。结果显示:顾客参与正向影响感知控制及感知价值;感知控制及感知价值正向影响服务质量;顾客参与正向影响服务质量;感知控制及感知价值在顾客参与对服务质量的影响作用中发挥中介效应,但各维度的中介效应存在显著差异。

快递员对智能快递柜的持续使用意愿影响因素研究

为了智能快递柜的可持续发展,增强用户粘性,本研究对快递员在使用智能快递柜时的持续使用意愿影响因素进行研究。本研究基于顾客感知价值、价格认知和顾客满意理论,构建了影响快递员持续使用意愿的结构方程模型,并采用问卷调查的方法收集数据,使用SmartPLS 3.0来验证模型中的假设。研究结果表明:服务质量对顾客满意有显著正向影响;顾客体验对价格认知和顾客满意有显著正向影响;各项成本对价格认知有显著负向影响;价格认知对顾客满意有显著正向影响;价格认知和顾客满意对持续使用意愿有显著正向影响。