The effects of self-concept on the formation mechanism of customer value —— empirical research of 80s Mobile Phones consumers
The research about the formation mechanism of customer value is a hot issue in the marketing management. We use meansend theory and combine with the selfconcept to research the formation mechanism of customer value. The empirical research is aiming at the 80s in China which is a particular consumer groups of mobile phones. The 80s consumers’ selfconcepts include four dimensions: family self, social self, fervor self and expressive self. The customer value includes product attributes, consumption of consequences and the endstate. By using the factor analysis and regression methods, the result shows that selfconcept contains family self, social self, fervor self and expressive self. And the consumers’ meansend perception value chain includes three levels. And the selfconcept on the formation of customer value has certain correlation, meanwhile, multiple levels of customer value meansend chain is the external appearance of consumers’ selfconcept system structure. Also, the empirical research shows that the 80s has its own characteristics.
The 80s Self-concept Customer value The chain of means-end
Liu Xiaobin Wang Fangfang
School of ManagementGuangdong University of Business StudiesGuangzhou, China School of Management Guangdong University of Business Studies Guangzhou, China
国际会议
广州
英文
1-5
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）