Consumer Perceptions Of Value Research Articles

A STUDY ON THE IMPACT OF CONSUMER PERCEIVED VALUE ON CONSUMER REPETITIVE PURCHASING IN THE CONTEXT OF E-COMMERCE LIVE STREAMING: USING SHOPPING EXPERIENCE AS A MEDIATION

During the 618 Shopping Festival in 2023, Douyin's e-commerce live streaming logged 42.02 million hours, marking a 177% surge in sales from the previous year. Taobao witnessed a 66% increase in live streaming rooms, with sales exceeding one billion RMB, and a 60% uptick in viewership compared to the prior festival. Pinduoduo recorded a remarkable 1.1 billion orders during the event. These stats underscore the market dominance of e-commerce live streaming, showing its potential as the primary shopping method on online platforms. Consumer repeat purchases bolster cash flow, deplete inventory, and signify trust in products, platforms, or brands, thereby enhancing brand value through loyal fan bases. Thus, understanding consumer repeat purchase behavior is vital for e-commerce success. Consumer-perceived value significantly influences shopping decisions and repeat purchases, particularly in e-commerce live streaming contexts, where its impact warrants further exploration. Empirical analysis demonstrates that consumer-perceived value positively influences repeat purchase behavior, with social value exerting the most significant impact among product, service, emotional, and social values.

Examining the Effects of Food Consumption Value and Food Image on Tourists’ Intention to Purchase Guilin Rice Noodles

ABSTRACT Gastronomy serves a crucial function in the tourism sector, with distinctive local cuisines greatly enriching the experiences of travelers. This research examines Guilin rice noodles, recognized as a national intangible cultural heritage of China, to investigate the interplay between tourists’ perceived consumption values, culinary image, and purchase intentions. Employing structural equation modeling, the study correlates tangible factors such as quality and price with intangible elements like health benefits, in relation to tourists’ cognitive and emotional responses. Data collected from tourists with direct experience indicate that both tangible and intangible perceived values have a significant influence on the food’s image and the intention to purchase. The results of this study expand upon consumer value theory within the context of tourism, illustrating how evaluations of both tangible and intangible attributes affect decision-making processes. The research advocates for a marketing strategy that emphasizes quality, pricing, health benefits, and novelty, thereby fostering customer satisfaction and loyalty. Furthermore, it highlights the significance of a robust emotional and sensory appeal in strategic marketing efforts, thereby contributing to the body of literature on culinary tourism and consumer behavior.

Study on the Consumption Behavior of Generation Z Buying China-Chic Products

The rise of the China-Chic culture has injected new vitality into Chinese clothing brands, with "New Chinese Style" clothing continuing to gain popularity. By innovatively exploring and recreating traditional Chinese culture, clothing brands have formed a unique, relatable, and resonant fashion consumption trend among the masses. Meanwhile, with the growth of Generation Z, their consumption attitudes and behaviors have influenced the development of the Chinese market. Taking China-Chic clothing as an example, this paper studies the factors influencing Generation Z's consumption behavior based on the theory of consumer value perception.

Tastes on Wheels: Exploring Consumer Value Perceptions, Enjoyment and Choice Behavior in the Food Truck Market

Tastes on Wheels: Exploring Consumer Value Perceptions, Enjoyment and Choice Behavior in the Food Truck Market

The emotional side of price: reference price as a decision maker in consumer purchase

PurposeThe objective of this study is to elucidate the influence of reference price on consumers' willingness to buy (WTB). Additionally, the study seeks to investigate the impacts of consumer perceived value (CPV): emotional, social, and monetary levels in relation to reference price and WTB. Furthermore, it aims to identify the moderating effect of product type, distinguishing between hedonic and utilitarian products.Design/methodology/approachData collection was conducted through an anonymous questionnaire survey using a web-based platform called Prolific. The sample consisted of 258 individuals. The study performed experimental studies to assess the connections among variables and used structural equation modeling as well as Hayes' PROCESS macro models 4 and 8.FindingsPresenting reference price alongside regular prices for products significantly enhances WTB. Furthermore, the mediating effect of the CPV exhibited a significant influence, particularly in the emotional and monetary dimensions but not although the social aspect. Additionally, the findings unveiled substantial variations in the mediating effect of CPV when examining hedonic versus utilitarian products.Research limitations/implicationsPresenting reference price alongside regular prices for products significantly enhances WTB. Furthermore, the mediating effect of the CPV exhibited a significant influence, particularly in the emotional and monetary dimensions but not although the social aspect. Additionally, the findings unveiled substantial variations in the mediating effect of CPV when examining hedonic versus utilitarian products.Originality/valueThe study contributes to the literature by integrating emotional values into pricing strategies. Furthermore, the findings provide insight for managers into establishing a consistent method for implementing price display advertisements on the basis of the product type within the retail industry.

In-store augmented reality experiences and its effect on consumer perceptions and behaviour

PurposeThis study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.Design/methodology/approachThe study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected (n = 650) were subjected to exploratory and confirmatory factor analysis.FindingsMajor findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.Research limitations/implicationsThis study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.Practical implicationsMajor findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.Originality/valueThis is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.

Influencing Generation Z’s Green Purchase Intention: Roles of Awareness and Eco-Labels

Increasing population growth accompanied by excessive consumptive patterns encourages the exploitation of natural resources which will result in environmental pollution. Environmental problems that are not immediately resolved will certainly have an impact on the lives of the next generation. This study aims to determine the role of environmental awareness, consumption value and eco-labeling on green purchase intention in Generation Z. The theory used is the theory of consumption value initiated by Sheth et al. (1991) on how the nature of the customer decision-making process is based on 5 perceived consumption values, namely functional value, social value, emotional value, epistemic value and conditional value. The research method used is quantitative method with 135 respondents. Data analysis in this study used PLS-SEM analysis with the help of SmartPLS 3.0 software. The results showed that environmental awareness, consumption value and eco-label have a positive and significant effect on green purchase intention in Generation Z. The consumption value variable is the variable with the greatest influence on green purchase intention in Generation Z. The novelty of this research is the addition of consumption value variables using five dimensions of consumption value in accordance with the Theory of Consumption Values which are very rarely studied by Indonesian researchers in their influence on green purchase intention in generation Z.

Factors Influencing Purchase Intention toward Recycled Apparel: Evidence from China

This study aimed to develop a conceptual framework that integrates both consumer-specific and product-specific factors, with a particular focus on consumer value perceptions regarding recycled apparel and their impact on consumer attitudes and purchase intention. The framework combines the Perceived Consumer Value (PCV) with the Knowledge–Attitude–Behavior (KAB) model. To validate the proposed conceptual framework, an online survey was conducted with a purposive sample of 716 participants in China. Using structural equation modeling, the hypotheses of the conceptual model were tested. This study identified four dimensions of perceived value and environmental knowledge as significant factors that positively influenced customers’ attitudes toward purchasing recycled apparel. Notably, it was found that perceived quality value had a more pronounced effect on purchase intention than other factors. Interestingly, product knowledge did not demonstrate a significant impact on attitudes. By exploring this under-researched topic, this study provides new insights into consumer behavior in the context of sustainable fashion in a non-Western context.

Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

The digital era has profoundly reshaped consumer behavior, with social media and e-commerce platforms revolutionizing shopping experiences. This study integrates interviews with questionnaire survey to investigate the nuanced differences in consumer citizenship behavior (CCB) across online and offline shopping contexts, as well as the influence of consumer perceived value (CPV) and consumer perceived corporate social responsibility (CPCSR). Through the use of multiple regression and permutation tests to analyze the interplay between consumer perception and CCB, the study reveals the following: (1) CPV positively influences all four dimensions of CCB, while CPCSR significantly impacts only recommendation and feedback; (2) the influence of CPV on dimensions other than recommendation and of CPCSR on dimensions other than helping varies significantly between online and offline contexts. These results enhance our understanding of consumer behavior and offer actionable insights for businesses to build and enhance consumer connections in the digital age.

Assessment of Product Attributes, Consumer Perceived Value, and Repurchase Intention: A Case of All-You-Can-Eat Beef Buffet

Products with higher attribute values will create higher consumer value perceptions. The higher the perceived value, the higher the consumer's repurchase intention on the product. This study seeks to analyse the effect of product attributes on the consumer's perceived value and intention to repurchase beef dishes at the All-You-Can-Eat (AYCE) buffet. Unrestricted self-selected surveys were conducted with convenience sampling is utilized, and the number of samples obtained is 230 respondents. Structural Equation Modelling (SEM) analysis was used to investigate the effect of the variables. This study reveals that respondents are predominantly female (66.10%) in the range of 18 to 25 years old, and have visited AYCE to buy beef dishes at least one time. The higher the product attributes value, the higher the consumer's perceived value of beef dishes at AYCE buffet (p <0.05). Regarding the intention to repurchase, this study indicated that perceived value and product attributes have a significant positive effect (p <0.05) on consumers' intention to repurchase beef dishes at AYCE buffet. This research highlights the both intrinsic and extrinsic product attributes bring high perceived value and consumer repurchase intentions. The findings of this study recommend marketers for developing effective marketing strategies through adding value to consumers. Differentiation products and making the decision on intrinsic and extrinsic attributes. To compete with similar businesses, product attributes need to be upgraded and given careful consideration.

Comparative Analysis of Perceptions of Doctors, Management, Nurses and Patients on the Use of the Enhanced Recovery After Caesarean Surgery Method Based on the Concept of Perceived Value

In this era of modernization, several companies, one of which is hospitals, are adopting E-Service Quality because currently patients prefer services that are quickly accessible wherever and whenever they are, so this adds to the main function of a service. One of the services of the Obstetrics and Gynecology unit, especially the delivery service using the ERACS (Enhanced Recovery After Caesarean Surgery) method, is a surgical procedure that increases profits for hospital Agencies. So, it can influence consumer value perceptions, perceived quality and hospital imAge and patient satisfaction. The aim of this research is to analyze differences in perceptions between the components of doctors, management, nurses and patients based on perceived value in implementing ERACS actions. This research method uses a quantitative research approach, survey method and the type of research is hypothesis testing with descriptive analysis and comparative analysis. The sampling technique used was a saturated sampling technique. The number of samples used was 50 respondents. The research results show that the Mann Whitney test analysis on the combination of all components which compares benefits and costs, shows that the p-value is 0.000 (p < 0.05), meaning there is a significant difference between benefits and costs on the combination of all components. It can be concluded that there is a significant difference between benefits and costs in the doctor, management, nurse and patient components.

Examining the effect of consumption values on green FMCG purchase behaviour: a focus on the theory of consumption values

PurposeThis study investigates the influence of consumption values on green Fast-Moving Consumer Goods (FMCG) purchase behaviour in the context of green household cleaning products in the Western Province of Sri Lanka.Design/methodology/approachWe used the survey strategy and 326 effective responses as the sample of this study.FindingsOur findings reveal that specific consumption values, specifically functional, conditional and epistemic values, significantly impact green FMCG purchase behavior towards green household cleaning products. However, social and emotional values did not substantially influence this behavior.Practical implicationsThe results of our study suggest practical implications for green FMCG marketers aiming to boost consumer adoption of green household cleaning products in Sri Lanka. To achieve this, marketers should focus on enhancing consumer value perceptions and strategically emphasize the consumption values consumers prioritize. Green FMCG marketers have a competitive advantage in the Sri Lankan market by doing so.Originality/valueThis research addresses a notable gap in the literature concerning green FMCG purchase behavior related to green household cleaning products within international and local contexts. Furthermore, this study distinguishes itself by adopting the Theory of Consumption Values as its foundational theory, offering fresh insights compared to previous research employing alternate theories, such as the Theory of Planned Behavior and the Theory of Reasoned Action, to examine similar phenomena.

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention.

Amid the expanding green consumer market, companies are increasingly emphasizing their eco-friendly contributions in advertising. This study delves into the value delivery process within green consumption, guided by the service-dominant logic (S-D logic). A survey-based experiment with 589 responses reveals that the information frame in advertising significantly impacts consumer value perceptions and purchase intentions. Notably, the temporal frame of advertising plays a pivotal role, influencing consumers' value perceptions. Future framing enhances emotional value perceptions, while past framing promotes environmental value perceptions. This research enhances our understanding of value delivery mechanisms in green consumption and holds valuable implications for marketers of sustainable products.

Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

COVID-19 has transformed customer behavior, notably in FMCG retailers. Although online stores grow, retail mix instruments remain essential for traditional shops, as these affect customer value perceptions and engagement. While previous studies suggest that customer value perceptions and engagement are linked, little is known about the effects of retail mix instruments on customer value perceptions and engagement. This study aims to fill this knowledge gap. In this study, the stimulus-organism-response (S-O-R) framework was used to propose the a priori conceptual framework, which was further employed in investigating the phenomena and the three concepts: the impact of retail mix instruments (S) on consumer value perceptions (O) and customer engagement (R). Interviews were conducted with 40 informants recruited by convenience sampling and snowballing techniques. They were Gen-X and Gen-Y and had experience visiting two FMCG retailers in Thailand. A thematic analysis was undertaken to analyze the obtained data. The a priori conceptual framework had been revised iteratively according to the emerging theme, resulting in a new conceptual framework containing descriptive details in terms of significant themes identified from the field data and potential relationships among the three concepts. Findings revealed 12 retail mix instruments and the effect of COVID-19, which were found to affect six types of customer value perceptions, resulting in four customer engagement behaviors. The proposed conceptual framework, the study’s primary theoretical contribution of the study, is used to guide potential future research agenda. To suggest how FMCG retailers may leverage the proposed conceptual framework to design strategies to promote customer engagement behaviors, an application of sales promotions is illustrated and suggests how to use sales promotion activities to induce customer value perception and their engagements.

A Study of Impact of Consumer-Perceived Value on the Sales and Marketing Performance of Skincare Enterprises in the Context of E-commerce Live Streaming Using Consumer Trust as a Mediation

Background and Aims: According to the National Bureau of Statistics, the size of China's e-commerce market was 32550 billion yuan in 2018. By 2022, the size of China's e-commerce market had reached 47570 billion yuan, with annual growth rates of 13.57%, 9.46%, 7.1%, 10.4%, and 12.9%. More and more enterprises are choosing to open e-commerce live-streaming services. This paper aims to study the relationship between consumer perceived value and marketing performance in the skin care product e-commerce live broadcast room. Relationship between consumer trust and marketing performance in the skin care products e-commerce studio. Materials and Methods: This article analyzes the relationship between consumer value perception, consumer trust, and skincare marketing performance in the context of e-commerce live streaming through literature research and empirical analysis. Results: Through empirical analysis, it can be concluded that there is a positive relationship between consumer perceived value and marketing performance in skincare e-commerce live streaming rooms; There is a positive relationship between consumer trust and marketing performance in the live streaming room of skincare e-commerce; Consumer trust in skincare e-commerce live streaming rooms can serve as a mediator between perceived value and marketing performance. Conclusion: Advancements in technology, particularly the rise of live video in online shopping, have reshaped consumer preferences. Price sensitivity takes precedence over experiential factors, especially in skincare products, where lower live broadcast prices significantly boost consumer engagement and drive purchase decisions.

The Impact Of Interactive Experience And Online Service Quality On Customer Satisfaction With The Mediation Of Consumer Value Perception

This article explores the intricate dynamics influencing customer satisfaction in the digital commerce landscape, with a specific focus on interactive experiences, online service quality, and consumer value perception. The research reveals significant direct effects, indicating that both interactive experiences and online service quality play crucial roles in shaping consumer value perception, subsequently influencing customer satisfaction. Furthermore, the study uncovers significant indirect effects, illustrating that enhancements in interactive experiences and online service quality not only directly impact customer satisfaction but also exert substantial influence through the mediating role of consumer value perception. The findings highlight the interconnected nature of these factors and emphasize the need for businesses to adopt a holistic approach to optimize overall customer satisfaction. This research provides valuable insights for companies, including those in dynamic markets like PT. Bali Indoraya, guiding them in refining digital strategies and fostering enduring customer relationships in the continually evolving digital commerce landscape.
 Keywords: Interactive Experience, Online Service Quality, Customer Satisfaction, Consumer Value Perception

Research on Outsourcing Strategy with Patent Licensing Considering Diseconomies of Scale

This research focus on a supply chain comprising a patent holder, a national brand, and an outsourcing manufacturer. The investigation delves into the outsourcing approach involving patent licensing. Besides delegating product manufacturing to the outsourcing manufacturer, the national brand also contemplates outsourcing the procurement of patent licenses. Consequently, two outsourcing frameworks were formulated, designated as Turnkey and Consignment. The analysis unveiled the subsequent discoveries: (1) Under certain conditions, supply chain participants can achieve a ‘win-win-win’ result; (2) When the perceived consumer value declines below a specific threshold, marketing superior quality products will adversely affect the profitability of the outsourcing manufacturer; (3) When the product difference is large, the patent holder should choose Consignment, because he can flexibly adjust the patent licensing fees charged according to the degree of market competition.

A consumption value evaluation and environmental consciousness of rental preference on Long-term rental YouBikes in Taiwan

The purpose of this study is to develop a conceptual model for understanding rental preferences and their connection to environmental consciousness in the context of long-term YouBike rentals, utilizing the concepts of access-based consumption and the consumption value theory. The primary elements of access-based consumption, including cost acceptance, system flexibility, and product quality, are observed to significantly influence consumers' perceived consumption values, encompassing economic value, efficiency value, and emotional value. These values, in turn, play a pivotal role in shaping rental preferences and, ultimately, influencing long-term rental intentions. A total of 957 valid questionnaires were collected and analyzed using SmartPLS to perform Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that access-based consumption, cost acceptance (including fees and effort), system flexibility (convenience and availability), and product quality (maintenance and hygiene) all exhibit positive correlations with consumers' perceived consumption values. Moreover, these perceived consumption values are positively associated with rental preferences, which, in turn, positively impact consumers' intentions for long-term rentals. Notably, consumer environmental consciousness has a direct and causal effect on perceived values and the likelihood of choosing long-term bike rentals. Access-based consumption emerges as the key driver in consumers' considerations for long-term rentals. Consequently, it is imperative for companies to give significant consideration to these factors in the development of their business models and the design of their access-based offerings. Furthermore, it is recommended that companies incorporate eco-friendly messaging into their communication when providing access-based services to consumers.

Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets

PurposeThis study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.Design/methodology/approachThis study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.FindingsThis research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.Originality/valueThis study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.

Effect of Consumer Value Perception on Consumer Purchase Intention: A Case of Private Label Apparels

Consumer values are the foundation of every successful purchase and motivate customers to buy more. The purpose of this research study is to explore the effect of customer value perception on consumer purchase intention for private label apparels. Further, the mediation effect of perceived quality between customer value perception and consumer purchase intention is also determined. A total of 800 valid questionnaires are collected from consumers who are regularly buying private label apparels. In order to analyse the data, techniques such as exploratory factor analysis, confirmatory factor analysis and structural equation modelling are employed to evaluate the proposed framework. The findings reveal that financial, functional, individual and social value perceptions positively influence the perceived quality of private labels. Value perceptions of respondents also influence the consumer purchase intention except for the functional and social value perception. Consumer purchase intention is directly influenced by perceived quality. Furthermore, with the exception of social value perception, the findings imply that perceived quality mediate between the distinct consumer value perception (CVP) and purchase intention of private label apparels. Relevant implications are provided by this study which helps the retailers in better understanding customer value perception and concentrating on improving CVP.