The Research On Customer Perceived Value And Consumption Behavior Of Network Virtual Product

The massive data display the Network Virtual Product already became the online consumer' s another consumption hot spot. The Network Virtual Product transaction validity and standard has aroused the very . many scholars' interest, but very little has the scholar to come from consumer' s perspective to its value and the consumption behavior conducts the research. The research on Network Virtual Product perceived value and the consumption behavior will be affluent in the research on internet consumer behavior, also will be helpful to the marketing of Network Virtual Product and the development of government community policy.This research through the literature research and focus groups has first established the Network Virtual Product' s perceived value model, including four value dimensions: the emotional value, the societal value, the functional value and the hedonic value. Then we established a relation model between perceived value, attitude, intention and behavior. We mainly discussed the influence of the . relations between these four variables. And through the questionnaire survey collection data, through the SPSS to carry on the analysis, examines the relation between the variables.The result showed that: the Network Virtual Product perceived value has the emotional value, the societal value, the functional value and the hedonic value four dimensions; the emotional value and hedonic value were found to help significantly in explaining attitudes; the emotional value, functional value and hedonic value were found to help significantly in explaining purchase intention; We also found that hedonic value' s influence on attitude and purchase intention is stronger than another two dimensions; consumers attitudes have a significantly and positive correlation with consumers purchase intention; The purchase intention have a significantly and positive correlation with consumers purchase behavior. In addition the data analysis result also indicated that, The mail place to purchase network virtual product is the network virtual product transaction company and personally players; The payment method mainly is carries on through the on-line bank, next is with the virtual money and the game card payment, then is the virtual goods exchange each other; These kind of goods such as The virtual pet, the virtual money (gold coin), the clothing, the game card were purchased more than another virtual product.According to analysis of the result, we learn that the emotional value and hedonic value were significantly in explaining attitudes and purchase intention. This has substantial implications for network virtual product marketing strategy.