Analysis on CustomersExpecting Value Model-Based on the Empirical Study of Fashion Luxury Products
This paper analyzed the concepts and the relationship between consumers personal values (PVS), customers expecting value (CEV) and buying behavior (BB) and then constructed a triangle model on the three.Targeting at consumers of fashion luxury products as example, the paper designed scales and made questionnaire research.After factor analysis, KMO and Cronbachα test, it then testified the fitness of the model by using structural equation modelling (SEM) and came to the conclusion that the factors that influenced consumers BB can be explained more exactly and precisely by introducing CEV between PVS and BB.It provides new perspective for the research of buying behavior and also theoretical reference for enterprises competition strategies.
Consumer personal values customers expecting value buying behavior fashion luxury products
ZHENG Zhe HUANG Minglang CHEN Yan
College of Fashion,Zhejiang Sci-Tech University,Hangzhou,310018,P.R.China Hangzhou College of Commerce,Zhejiang Gongshang University,Hangzhou,310018,P.R.China College of Textile and Clothing Engineering,Soochow University,Suzhou,215021,P.R.China
国际会议
苏州
英文
458-461
2013-09-09（万方平台首次上网日期，不代表论文的发表时间）