Exploring the Antecedents and Consequences of Customer Perceived Value for Information Software
| Autor: | Chia-Fen Wu, 吳佳芬 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 There were plenty of studies focusing on customer value perception, yet there were few researches on customer perceived value in business to business and its extension to the business to consumer market in the ICT market. Base on these researches gap, the purpose of this study is to conduct an empirical analysis to examine the impacts of product factors, supplier factors, and customer factors on purchase intention in business to business and business to consumer contexts. In addition, the mediating role of customer perceived value and the moderation effect of availability of alternatives are also examined. This study surveyed 182 firms currently using information software by personal interview with questionnaires. The respondents were the firms’ buyers, users, or decision makers of their information software. In total, 212 valid questionnaires were obtained. Moreover 214 personal users of information software were also surveyed with questionnaires. Statistical analyses show that in either B2B or B2C context, (1) Both relative advantage and brand reputation of information software are the most important factors to influence customer perceived value. (2) Customer perceived value is a substantial mediating variable between product factors and purchase intention and between supplier factors and purchase intention. (3) Availability of alternatives positively moderates the relationship between customer perceived value and purchase intention. These research findings can provide the insight for information software suppliers into understanding the crucial factors of customer perceived value and purchase intention. And this knowledge will assist them in setting effective marketing programs for their information software products. Finally, this study discussed managerial implications of these findings and offered suggestions for future studies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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