Consumer Perceptions Of Value Research Articles

Consumer-perceived value toward team-licensed merchandise

Value creation is the key for a company to achieve a long-term success. Even so, the theoretical foundation of consumer-perceived value is obviously under development, and value research is still a nascent area. Using a three-dimensional consumer-perceived value model - hedonic value, utilitarian value, and social value - this study empirically assessed the consumer-perceived value of team-licensed merchandise in a market of an emerging country. The examination is founded on the theory of consumption values and uses SEM method. Analysis of surveyed data from 610 consumers reveals that value dimensions directly influence consumer preference and indirectly influence loyalty towards team-licensed merchandise. The results show that consumer judgements of hedonic value and social value are more strongly connected to preference towards the team-licensed merchandise than are consumer judgements of utilitarian value. As well, the findings demonstrate that consumer judgements of social value are more strongly related to preference towards the team-licensed product than consumer judgements of hedonic value.

Consumer-perceived value toward team-licensed merchandise

Consumer-perceived value toward team-licensed merchandise

Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention

Purpose The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention. Design/methodology/approach In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data. Findings The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value. Originality/value The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

As good as new – valuing fashion brands in the online second-hand markets

Purpose Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers determine the perceived value of fashion brands in online flea markets. In addition, this study aims to illustrate how fashion brands are perceived when sold second-hand in Facebook flea markets. Design/methodology/approach Empirical data, consisting of internet discussions, were collected for this study from seven Facebook flea market forums between Fall 2014 and Fall 2015. The discussions were analyzed by means of qualitative content analysis. Findings In the context of flea markets, the perceived value is negotiated and evaluated through six antecedents: perceived quality, price, design, origin, authenticity and brand availability. Not surprisingly, price and quality appear as focal aspects when determining the value of a used brand in second-hand markets. However, the aspects of availability, origin and design complicate the considerations of the perceived value and can distinguish between different flea markets for fashion brands. In online second-hand markets for fashion brands, the passing of time appears to be an important factor grounding the consumers’ considerations of the perceived value. Originality/value This study brings forward novel viewpoints to brand marketing by discussing the formation of the consumer-perceived value in the growing field of online second-hand sales of fashion brands.

축산물 명품브랜드에 대한 소비자의 가치 인식이 구매의도에 미치는 영향과 소비자 조절초점의 조절효과

The purpose of this study was to examine the influence of perceived consumption values(CV) for premium brand Hoengsung Hanwoo in stock farm products upon purchase intention(PI) and empirically analyze the moderating effects of regulatory focuses between the relations of CV of the premium brands and PI. Based on a total 316 consumer’s surveys obtained by empirical research, the study reviewed the reliability and fitness of the research model and verified a total of 6 hypotheses with the Amos program. The hypothesized relationships in the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit for the data=618.441(df 192), p<0.001, CMIN/df=3.221, GFI=0.849, NFI=0.854, CFI=0.893, RMSEA=0.084. The model’s fit, as indicated by these indexes, was deemed satisfactory; thus, it provided a good basis for testing the hypothesized paths. SEM resulting in a CV of premium brand in stock farm products(quality value, social value emotional value, epistemic value) had a positive significant influence on PI and prestigious value was not significantly effective. In addition, regulatory focuses(promotion․prevention) had partially moderating effects. between the CV of premium brands and the PI. Limitations and future research directions were also discussed.

The Impact of Stackable Discounts on Retail Price Image

Stackable discounts are gaining popularity in the marketplace but have received little research attention. This paper addresses this research gap by examining the impact of stackable discounts on retailers’ price images. One experiment was conducted to compare the effects of stackable discounts with single discount on consumer price and value perceptions. The findings suggest that stackable discounts are superior to single discount in terms of creating a more favorable retail price image.

지각된 소비가치가 브랜드 동일시, 감정몰입 및 행동몰입에 미치는 영향

본 연구의 목적은 브랜드에 대한 소비자의 지각된 소비가치 요인을 도출하고, 이러한 소비가치의 요인이 브랜드 동일시와 브랜드에 대한 소비자의 감정몰입과 행동몰입에 미치는 영향을 확인하였다. 이를 위해 브랜드에 대한 지각된 소비가치를 기능적, 심리적, 개성추구적 가치의 세 가지 개념으로 정의하였고, 이들 가치가 브랜드 동일시에 영향을 미치는지 그것은 다시 브랜드에 대한 감정몰입 및 행동몰입에 그리고 감정몰입은 행동몰입에 서로 미치는 효과를 검증해 보았으며, 소비가치의 구성 요소들이 브랜드 동일시에 미치는 상대적 영향력의 크기도 검증해 보았다. 이를 위해 브랜드 제품사용 경험이 있는 대학생을 대상으로 설문조사를 실시하였으며, 총210부의 설문지를 이용한 구조방정식모델 분석을 통해 변수 간의 관계를 분석하였다. 분석결과, 첫째, 심리적 가치와 개성추구적 소비가치는 브랜드 동일시에 유의한 영향을 미치는 것으로 나타났으나, 기능적 소비가치는 유의하지 않는 것으로 나타났다. 둘째, 브랜드 동일시는 브랜드에 대한 감정몰입 및 행동몰입에 영향을 미치는 것으로 나타났다. 셋째, 감정몰입은 행동몰입에 영향을 미치지 않는 것으로 나타났다. 넷째, 브랜드 동일시에 대한 소비가치의 상대적 영향력은 심리적 가치가 개성추구적 가치보다 크게 나타났다. 결론에는 연구결과 요약과 시사점, 그리고 연구의 한계점 및 향후 연구에 대한 제언하였다. The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.

Amount off versus percentage off—when does it matter?

This research explores the impact of discount framing on consumer perceptions of value and purchase intentions. An amount off discount frame results in higher perceptions of value and purchase intentions for higher-priced products (priced over $100). Three studies consistently support this prediction. Experiment 1 examines the interactive effects of amount off versus percentage off deals as a function of higher versus lower-priced products. For a higher-priced product, consumers prefer the offer more in terms of both value and purchase intentions when the discount is presented as amount off rather than the percentage off. For a lower-priced product (less than $100), the results, though not statistically significant, indicate a reverse pattern. Experiment 2 demonstrates that the result (amount off is better than percentage off) generalizes across higher price levels. Finally, Experiment 3 affirms that the result (amount off is better than percentage off for higher-priced products) generalizes across discount levels.

The Impact of On-Line Consumer Reviews on Value Perception

This study combines the dual-process theory (DPT) and the uncertainty reduction theory (URT) to examine how on-line consumer reviews affect consumer uncertainty reduction and value perceptions in order to understand whether consumer attitudes will be influenced by on-line consumer reviews and if relationships are built between consumers and companies as a result. The results indicated that argument quality, recommendation sidedness, source credibility, confirmation of prior beliefs, and recommendation ratings have a positive effect on the uncertainty reduction of consumers towards the businesses under consideration. Since uncertainty reduction has an effect on value perception, this study suggests that companies provide on-line consumer reviews on their websites to increase consumer uncertainty reduction and to improve consumer value perception of their companies.

Critical Discourse Analysis as an Interdisciplinary Research Methodology for Interdisciplinary, Intercultural and an Inter-institutional Assessment Tool for Student-perceived Learning Compared with Instructor-perceived Teaching of Interdisciplinary Online Courses

Examining perceived effectiveness of learning objectives and outcomes from a pluralistic view using critical discourse analysis (CDA) will produce analytics from language, discourse practices, and discursive events. Although traditional assessment methods of student learning objectives and outcomes provide feedback regarding learning objectives, results are one-dimensional, often ignore diverse learning styles, lack interdisciplinary synthesis, and rarely consider diverse cultural frameworks of students and instructors. Reasons for assessing student-perceived learning and instructor-perceived teaching of Interdisciplinary Online Courses include (a) the perceptions that are often held as notions of truth, are promoted as truths; (b) student perceived-learning is analogous to a consumer's perceived-value of a service; and most importantly, (c) learning outcome-assessment is the measurement for institutional effectiveness.

Entrepreneurial Orientation and Service Innovation on Consumer Response: A B&B Case

Extant studies have documented the effect of entrepreneurial orientation (EO) and innovation performance on firm-level outcomes. However, the underlying mechanisms of the specific aspects of EO (i.e., autonomy, risk-taking, and proactiveness) and innovative performance affecting consumer-level responses remain unexplored. A total of 401 dyadic sample data were collected from both bed-and-breakfast (B&B) innkeepers and corresponding consumers. We used structural equation modeling to test the research framework and hypotheses. The statistically significant paths extended from risk-taking and proactiveness to service innovation performance, then to consumer-perceived service value and consumer satisfaction, and finally to repatronage intentions. To retain consumers, B&B innkeepers must enhance service innovation performance by reshaping their risk-taking and proactiveness.

They are not all same: variations in Asian consumers’ value perceptions of luxury brands

Asian markets are steadily becoming key growth regions for luxury brands. However, despite the growth, many luxury brand firms are unable to obtain the desired economic returns through their marketing strategies in Asia. Often these firms treat consumers across Asian markets as homogenous groups, which could lead to inaccurate luxury brand management strategy. Additionally, there is limited understanding of consumer value perceptions toward luxury brands across the Asian markets. Employing impression management theory and the horizontal/vertical collectivistic cultural distinctions, this study examines differences and similarities in constituent luxury value perceptions across three prominent Asian markets, namely China, India, and Indonesia. The results of a quantitative survey conducted with 626 real luxury consumers in these three countries identify variations in perceptions of symbolic, experiential, and functional value of luxury brands. The study contributes to knowledge on constituent luxury value perceptions, along with providing theoretical explanations for the differences between consumers across Asian markets. With the emerging novel insights on Asian consumers, luxury brand firms can align their marketing strategies to respective markets by leveraging the similarities and differences in consumer value perceptions. This approach, informed by empirical evidence, will enhance luxury brands’ competitiveness and profit opportunities in the high-growth Asian markets. The study identifies a number of future research directions.

What consumers want from sportswear? An anatomy of consumer perceived value

To understand how consumers are redefining values during the current economic downturn, this study empirically investigated the US consumer perceived values (CPV) of casual sportswear and determined the effects of key demographic factors on CPV of casual sportswear. The proposed CPV model in four constructs: price value, quality value, social value, and emotional value integrates cognitive aspects of consumer perception with the intrinsic features of casual sportswear. The results show that the model is valid, the measurement is adequate, and the survey instrument can generate reliable data. Four value constructs capture most of the variance of CPV of casual sportswear. Gender, income level, and education level significantly differentiated the level of perceived values while race did not show any significant impacts.

Impact of value perceptions on luxury purchase intentions: a developed market comparison

Consumers derive subjective worth of any product of service based on their value perceptions. This study measures the impact of value perceptions on luxury consumption purchase intentions focusing on two of the largest luxury markets holding significant referent influence on consumers worldwide - namely the UK and the USA. Cross-sectional, survey-based methodology and structural equation modelling was employed to collect and analyse the data. The findings suggest that while functional value perceptions drive luxury consumption purchase intentions across both nations, social value has a significant contribution only among US consumers and personal value perceptions only in the UK. The results provide managers opportunities for strategic differentiation and brand positioning of their luxury brand in a cross-national context. The findings demonstrate that while the USA and the UK remain fairly similar on most macro cultural traits, consumer value perceptions differ significantly. Hence, a cautionary approach is advised in making generalised assumptions using national-level cultural indicators at consumer-level decision making.

Consumer perceived value of environmentally friendly apparel: an empirical study of Chinese consumers

This empirical study responded to the need for better understanding of consumer-desired values from environmentally friendly apparel (EFA) consumption to support effective product development and marketing. A multi-dimensional consumer perceived value (CPV) model (i.e. social, emotional, quality, and price values) was utilized to identify the desired EFA values among Chinese consumers. From a national survey of Chinese consumers, 1388 eligible returns were collected. Exploratory factor analysis and confirmatory factor analysis were conducted for data analysis. The scales of each value construct were proven reliable and valid and the CPV model exhibited a satisfactory model-to-data fit. Four value constructs accounted for most of the variance of CPV (78%). Social value is the most desired value, followed by price, emotional, and quality values. Communicating the social contribution of EFA consumption to consumers is crucial as the social responsibility movement in China favors a fundamental consumer lifestyle change toward sustainability.

Consumer Perceived Value of Salon Hair Coloring in China

The primary objective of this study is to examine how Chinese consumers perceive the value of salon hair coloring? Based on the findings from a qualitative study and literature review on consumer perceived value (CPV), we developed a survey to measure Chinese consumers’ perceptions of quality value, emotional value, epistemic value, social value, monetary cost, time/effort cost, and health risk cost of salon hair coloring. Quality value and monetary cost were found to be the most important dimensions for Chinese consumers. The results suggest that the model for CPV proposed in this study could be beneficially applied to other areas, such as to other product/service categories, other demographics, and in other cultural settings.

Consumer perceived values of Hawaiian attire: the effects of socio-demographic factors

Purpose– The purpose of this paper is to propose and examine a consumer-perceived value (CPV) formation model in the context of Hawaiian attire (aloha attire). The effects of key socio-demographic factors on perceived values of aloha attire were empirically determined.Design/methodology/approach– CPV is conceptualized as a multi-dimensional construct including emotional value, social value, quality value, and price value. The investigated socio-demographic factors included residential status, age, gender, ethnicity, education level, income level, and type of retailers from which consumers usually purchase aloha attire. The primary data were gathered by a questionnaire survey of US consumers. Using 330 survey returns, factor analysis and multiple regression analysis were utilized for data analysis and hypothesis testing.Findings– The proposed model was proven valid and the four value constructs cumulatively accounted for 68.6 percent of the variance in CPV of aloha attire. Majority of variances of perceived values (social value at 74 percent, emotional value at 70 percent, price value at 67 percent, and quality value at 65 percent, respectively) can be accounted for by investigated socio-demographic factors. Gender and ethnicity significantly affected perceived social and emotional values. Income level and education level significantly affected all perceived values. Residential status only affected perceived price and emotional values, while retailer type significantly affected perceived social, emotional, and quality values.Practical implications– Incorporation of gender, ethnicity, income level, education level, residential status, and retailer type information in developing marketing strategies and promotional programs can help companies more effectively convey desired values of aloha attire to target consumers.Originality/value– This empirical study responded to the need for better understanding of consumer desired values for aloha attire to support more effective product development and marketing. The knowledge gained from this study provides valuable insights for both academicians and industrial practitioners.

Exploring a consumption value model for Islamic mobile banking adoption

Purpose – The purpose of this study is to explore a consumption values model for Islamic mobile banking acceptance and to identify any differences in perceived consumption values between Muslims and non-Muslims towards the use of Islamic mobile banking services. Design/methodology/approach – Using an online survey method, a sample of 183 was collected and the partial least squares (PLS) method was used to evaluate the model and validate hypothesis, as it is ideal for assessing both the psychometric properties of all scales and, subsequently, to test the structural relationships proposed in the model. Findings – Empirical results via the PLS method demonstrates that the result satisfactorily explains the adoption of Islamic mobile banking and further demonstrates the use of the consumption values model as an alternate approach for technology adoption. The consumption values model approach appears to have a stronger fit for Muslims than non-Muslims with 66.6 per cent of the variance explained and a goodness-of-fit index of 0.724. The conditional factors are important in the non-Muslims compared to Muslims. Muslims seem to value emotional factors more than non-Muslims. Research limitations/implications – The current research findings represent mainly university students with some exposure to Islamic mobile banking experience and familiarity with mobile technology. Indeed, the samples were taken from Malaysia, an Islamic country that has a diverse ethnic and cultural background. Hence, the result may not apply to other Islamic countries, e.g. Arabic countries due to the cultural background differences. Future researchers could overcome the limits of generalisability by increasing sample coverage. Practical implications – This research finding is useful as the comparison is made between Muslim and non-Muslim consumers which help practitioners and researchers to better understand the different adoption characteristics and advance insights on how to promote such a technological service for everyday banking needs especially to different segments of the community. In developing Islamic mobile banking interactions, designers should look beyond the system’s ease of use and take advantage of the different consumption values to include personalisation in the service design through automatically recognising Muslim customers and non-Muslim customers during system use. Originality/Value – The study contributed to the theory of consumption values model in technology adoption and demonstrated the model is capable of explaining the functional, emotional, epistemic, conditional and social values on consumers in their adoption intention. This research provides empirical findings not reported in previous studies due to the overly represented technology acceptance model approach.

The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone

As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.

Consumer Value perceptions of food products from emerging processing technologies: A cross-cultural exploration

Through a qualitative research approach, the present paper aims to explore the range and type of ‘values’ and ‘costs’ in formulating overall Consumer Value (CV) perceptions, in association with two emerging processing technologies that at the outset are neither distinctly positive nor negative in the eyes of consumers, in two culturally variant contexts, namely a Western society where technology is often met with skepticism (i.e., the UK); and a non-Western society where technology plays a reassuring role regarding concerns about food safety and quality (i.e., China). Results reveal that the most important value and cost dimensions that define CV perceptions are reasoned and utility-related, in particular ‘functional (i.e., economic) value’ and ‘performance (i.e., taste-related) cost’. Moreover, additional value and cost types of affective nature play an important role, such as ‘emotional value’, ‘(dis)trust’ and ‘(un)familiarity’. Furthermore, a number of differences emerge when CV perceptions are related to participants’ differences in attitude to technological progress (i.e., pro- or counter-technology individuals), lending support to the assumption that consumers with different general attitudes towards technological progress would differ in the number and type of value–cost dimensions that define their CV trade-offs. Finally, a between-countries comparison revealed that counter-technology consumers in both cultural contexts share more value and cost perceptions than their pro-technology counterparts, who ‘allow’ more room for cultural discrepancies to impact on their CV perceptions. Overall, findings support the view that CV perceptions in the context of food produced by means of emerging processing technologies can be successfully analyzed using a multidimensional conceptualization, where CV is seen as the outcome of a trade-off among a number of ‘competing’ value and cost dimensions.