顾客感知价值对新能源汽车租赁态度的影响研究

引入服务价值、便利价值和认知价值,构建拓展的顾客感知价值模型,探究顾客感知价值对新能源汽车租赁态度的影响。通过网络问卷获取调查数据,采用Smart PLS 2.0软件进行统计分析,并对提出的研究模型和假设进行验证。实证结果表明:服务价值、便利价值和价格价值是影响消费者对新能源汽车租赁态度的关键因素,质量价值、情感价值和社会价值对消费者的新能源汽车租赁态度有正向影响。最后基于实证结论提出引导消费者租用新能源汽车的措施建议。

试驾、便利及服务对新能源汽车购买态度的影响

运用顾客感知价值理论,结合新能源汽车购买行为的特点,引入试驾体验价值、便利价值和服务价值,构建拓展的顾客感知价值模型并开发设计调查量表,对全国消费者进行了305个有效样本的抽样调查,采用基于PLS统计分析方法的结构方程模型进行假设检验。结果显示:价格价值、便利价值和试驾体验价值是影响新能源汽车购买态度的关键因素,质量价值、社会价值、情感价值和服务价值对新能源汽车的购买态度均有正向影响。最后基于实证结论提出引导消费者购买行为的措施建议。

在线音乐用户付费意愿影响因素的探索性分析

[目的/意义]在线音乐用户的付费意愿是音乐版权保护与产业可持续发展的关键。本文旨在基于探索性分析研究在线音乐用户付费意愿的影响因素。[方法/过程]以顾客感知价值理论、技术接受与使用统一理论、粉丝热忱理论等为依据,构建研究模型,验证所获得的569份有效数据。[结果/结论]感知价值、人际影响、粉丝热忱、个人付费意识直接影响在线音乐用户付费意愿;实用价值、享乐价值对感知价值产生正向影响,经济成本、编撰成本影响未达至显著水平;在线口碑负向调节感知价值对用户音乐付费意愿的影响。音乐平台可基于此制定运营方针。

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.