The effect of experiential value, perceived quality and customer satisfaction on customer lifetime value： An example using Star Cruises

The current study represents an attempt at experiential value, perceived quality and customer satisfaction influence on customer lifetime value. The sampling frame consisted of Star Cruises purchases in Taiwan. The authors have collected yield 268 questionnaires, by screening out 13 questionnaires, including those missing value or incomplete answer, and finally a usable sample of 255 questionnaires were utilized in this study. The results show that experiential value, perceived quality and customer satisfaction have positive effects to customer lifetime value. Especially, experiential value has the strongest direct effect. Therefore, if resources are limited, the manager should focus on shaping the experiential value to increase customer lifetime value. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.

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.

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.

基于TAM-CPV模型的共享电单车持续使用意愿分析

深入剖析共享电单车的使用因素,增强共享电单车用户持续使用意愿对促进共享电单车健康有序发展、提升投放管理精细化水平至关重要。以技术接受模型(technology acceptance model,TAM)为基础,引入感知价值理论(customer perceived value,CPV)中的感知愉悦性、感知风险,并引入感知成本因素;构建基于TAM-CPV模型的共享电单车持续使用意愿模型;以重庆市共享电单车运营的监管数据、现场调查数据和网络调查数据为基础,综合运用SPSS、AMOS软件对结构方程模型开展检验及分析。研究结果表明:感知易用性是影响持续使用意愿的最显著正向因素,感知愉悦性次之,感知成本是唯一负向影响因素;这预示着政府管理部门应当注重共享电单车投放点的合理性,企业应当注重共享电单车APP的使用体验、计费规则。

Influence of Traditional Chinese Values on Consumer Behavior:the Case of Mobile in Shanghai

This study investigates how traditional Chinese values influence Chinese consumer behavior directly and indirectly through the impact on people's lifestyles and perceived values.The empirical research is conducted in the context of the mobile phone market in Shanghai.The study establishes measurement scales of Confucian value,lifestyle,and customer perceived value for Chinese market.Relationships of multiple factors are tested in the structural equation model and their impacts on consumer behavior are elaborated.Findings indicate that Confucian values not only have a direct impact on Chinese consumer behavior but also indirectly influence this behavior through impacting people's lifestyles and perceived values.

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.

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.

Investigation on online shopping customer satisfaction——Taking samples from undergraduates in Shanghai

Electronic commerce in China underwent a sea change in recent years. More and more people are accustomed to shopping online. Improving customer satisfaction of online shopping is gaining signification for business to gain long-term customers and achieve their goals. Based on and enlightened by the traditional custom satisfaction model, we built a model especially for online shopping in China. Wc took samples from undergraduates in Shanghai and gained real data by sending out questionnaire and conducting survey both online and on the spot. Taking advantage of the SPSS19.0 with PLS plugin and SEM-PLS analysis method, we tested and proved some relations that we put foreward in the hypothesis. The value of our investigation and this paper lies in providing some enlightening perspectives for firms doing online business, which hopefully can help them improve costumer satisfaction and achieve firm goals.

Study on the Factors Driving the Loyalty of the Customers of a Third Party Mobile Payment Platform

. In this paper, the main driving factors affecting the customer loyalty of a third party mobile payment service were chosen by combining with the actual situation of the third party mobile payment service and customer spending habits in China. The assumed relations between all affecting factors and the customer loyalty of a third party mobile payment platform were proposed, and a model for studying customer loyalty was established and also a conclusion was made through the questionnaire survey analysis data. Finally, suggestions on improving the loyalty of the customers of a third party mobile payment platform are presented.

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。

基于客户感知价值的润滑油广告促销作用分析

润滑油广告的促销作用机理,对广告的设计、投放媒体、投放时机选择有着重要的现实指导意义。润滑油广告是基于润滑油产品与服务市场营销的需要,通过一定形式的媒体,公开而广泛地向消费者传递信息的宣传手段。润滑油顾客感知价值的测量维度包括品牌价值、社会价值和情感价值。在润滑油广告对顾客感知价值驱动的经典模型基础上,分析了润滑油广告驱动感知利得和感知成本的成因。润滑油广告旨在与顾客在质量、服务和顾客关系上进行持续不断的信息沟通,建立信任关系,最终实现顾客满意的效果。润滑油广告能够减少顾客在体力和精力上的感知成本,从而增加顾客感知价值。从润滑油广告的中介效果、顾客反应的非线性、顾客反应过程三方面得出结论,润滑油广告对顾客感知价值有驱动作用,企业的广告活动能提升顾客感知利得价值,降低顾客感知成本。

拟人化沟通对购买意愿的差异化影响

智能客服普及范围广泛,应用场景多元,但智能客服回答标准化、反馈内容不合理是困扰消费者的主要痛点。研究利用刻板印象内容模型,从拟人化沟通(温情型和能力型)与产品类别(享乐品和实用品)两个层面构建其交互作用模型,探讨拟人化沟通与产品类别如何共同影响消费者购买意愿。通过3个情景模拟实验证明,智能客服采用温情型沟通推荐享乐品,能够有效激发消费者情感价值,进而提高购买意愿。智能客服采用能力型沟通推荐实用品,能够有效激发消费者实用价值,进而提高购买意愿。研究聚焦智能客服沟通困境,拓展了拟人化沟通方式的研究范围,丰富了特定场景感知价值对消费者行为影响,同时在实践中为企业制定个性化的智能客服沟通策略提供了有力支持。

基于感知价值的移动端定制工具界面设计策略研究

探讨基于感知价值的移动端定制工具界面设计策略。介绍了移动端定制工具界面设计的背景和现状,并分析了影响移动端定制工具界面设计的因素,包括功能价值、情感价值、感知价格、感知风险这4个方面。提出了基于感知价值的移动端定制工具界面设计策略,包括提升功能价值的设计、传递情感价值的设计、降低价格感知的设计和消减风险感知的设计。为移动端定制工具界面设计提供了一种新的设计思路,为移动端定制工具界面设计提供了有效参考。

基于TPB-CPV理论的年轻居民健康建筑购买研究

从年轻居民角度探究健康建筑购买意愿的影响因素,在计划行为理论(TPB)和感知价值理论(CPV)的基础上,结合个人健康素养和外部情境因素构建理论模型,对问卷整理数据使用SPSS22.0和SmartPLS2.0工具分析。结果发现感知价值、外部情景因素和感知行为控制对购买意愿有显著影响。研究对健康建筑市场发展提供有效指导。

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。

跨境电商平台中品牌认同的形成路径研究——基于fsQCA模糊集组态分析

随着数字经济的发展,公司纷纷通过跨境电商平台来进行品牌管理以期获得品牌认同,提升国际竞争优势。研究从顾客感知视角出发,结合内外部因素将文化适应性和平台声誉引入来探究品牌认同形成路径。运用fsQCA软件对网络调研的495份问卷做模糊集定性分析,并基于分析数据将品牌认同的形成路径进行组态分析。通过五种条件组态分析结果,分别解释了跨境电商情境中品牌认同形成的不同路径,为企业管理者针对不同品牌和市场环境制定营销战略提供理论指导,丰富品牌认同研究方向。

连锁餐饮企业的顾客满意度管理研究

连锁经营是餐饮行业的发展趋势,有利于提高效率、降低成本。但随着移动互联网、大数据和人工智能等技术革新影响带来的新挑战,因连锁餐饮企业间提供的产品具有较高的可替代性而面临激烈的同质竞争,提升顾客满意度对连锁餐饮转型升级有着重要的现实意义,顾客的满意度直接影响着连锁餐饮企业可持续发展的能力。经过问卷调查和统计分析和研究发现,顾客忠诚对企业发展有显著的正向影响,必须通过顾客满意度管理来留住顾客和获取竞争力。首先,需要关注顾客餐饮核心需求,提升餐品的质量,打造特色食品,满足精致和实用的需求。其次,要注意从布局与氛围营造方面优化就餐环境。再次,从服务接触点和服务互动中提升服务细节。最后,要夯实管理制度,形成标准规范的服务流程和关注内部员工的满意度。

社区团购团长服务质量对消费者再购买行为的影响研究——有调节的中介模型

通过对消费者进行303份问卷调查,利用SPSS 24.0和AMOS 24.0探究团长服务质量对消费者再购买行为的影响及顾客感知价值的中介作用。研究发现,团长服务质量对消费者再购买行为具有正向影响。团长服务质量及消费者再购买行为的部分中介作用,可通过顾客感知价值进行传导;平台质量调节团长服务质量对消费者再购买行为的直接影响,并在“团长服务质量-顾客感知价值-再购买行为”影响路径的前半段具有正向调节作用。

考虑顾客参与和感知风险的众包物流持续使用意向的影响因素研究

随着体验时代的到来,基于O2O的众包物流服务发展迅速,顾客深度参与服务体验,感知风险与感知价值的并存为众包物流带来机遇与挑战。为探究影响众包物流服务持续使用意向的关键因素,研究基于持续使用行为理论,引入顾客参与和感知风险2个变量,构建结构方程模型进行实证研究。结果表明,顾客参与正向影响服务质量,服务质量和顾客参与正向影响感知价值,服务质量和感知价值正向影响顾客满意,而顾客满意最终正向影响持续使用意向;感知风险会抑制感知价值和持续使用意向,且负向调节顾客满意对持续使用意向的影响,但深度的顾客参与能够降低感知风险水平。

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。