The Study Of Customer Perceived Value Based On Personality

As the consumer perspective of Customer Value, Customer Perceived Value (CPV) emphasizes researching customers'perception on products and service from the consumer view. Ever since the concept of CPV was declared, the research on CPV attracts more and more attention. Research on CPV includes its definition, its scale, its relationship to customer satisfaction and customer loyalty, and so on.Reviewing the literature of CPV from domestic and international core periodicals, the author finds that, research on CPV definition and scale is mature. Also, the author finds that, the research on CPV driving-factor is still progressing. Now it is becoming one of the most important and difficult direction of CPV research. The mainstream of CPV theory classifies"quality"and"price"as the most two important driving-factors of CPV. However, CPV comes from consumer's subjective perception of products and service, which are influenced by consumer inner psychology activities. Based on this point of view, this article explores the relation between personality and CPV. This article researches how consumer personality influences his CPV. Through this research, the author hopes to make contribution to CPV theory.The meaning of this mainly includes four aspects. As follows:First, this article enriched and develops the research of personality's effect on CPV. The theoretic research in either CPV or personality field is mature, while the research on how personality influences is not enough. This article deeply research how personality affects CPV, and this research could not only help to enrich CPV driven-factor theory, but also help to put personality theory into practice in marketing and consumer behavior field.Second, this article is the real embodiment of CPV definition. When scholars researched CPV in the past, they always used"quality"and"price"as two driven-factor of CPV. However, this article research how personality affects CPV from the perspective of consumer inner perception.Third, this article extracts consumer personality variable solely form many CPV driven-factors when research how personality affects CPV. Although in many CPV research, scholars mentioned that personality could be one driven-factor of CPV, further research on how personality affects CPV in detail is not enough.Fourth, this article could help to instruct business practice, by researching how consumer personality affects their CPV. Acquiring customer satisfaction and customer loyalty is always business'dream, and enhance CPV are thought to be one of the most effective method. This article could help business to identify and make use of consumer personality to enhance CPV, and finally acquire customer satisfaction and customer loyalty.In research framework, this article mainly includes several steps. As follows:In the first section of this article, the author uses literature review method and personal interview method to form research model and research hypothesis. The author uses"Big Five"model to measure consumer personality, and"perceived service quality and perceived price"to measure CPV. In the second section of this article, the author use questionnaire interview on KFC fast-moving food service to collection information of consumer personality and CPV. Finally, the author collects 201 samples. In the last section of this article, the author use SPSS 12.0 software and AMOS 7.0 software to analyze sample information. Through this analysis, the author examines the research model and research hypothesis. Then the author concludes his research and discusses his findings.Through this research, the author has five findings. As follows:First,"consumer personality"is one of CPV driving-factors. As several dimensions of consumer personality influence their perceived service quality and perceive price, consumer personality finally influences their CPV.Second, in the"consumer personality-CPV"model, personality's Extraversion dimension, Openness to Experience dimension, Agreeableness dimension and Conscientiousness dimension account for most of the personality variable, while the Neuroticism dimension accounts for least.Third, in the"consumer personality-CPV"model, both perceived service quality and perceived price dimension are high score weight factors of CPV.Fourth, personality's Extraversion dimension, Openness to Experience dimension, Agreeableness three dimensions have a positive relationship to perceived serviced quality, then have a positive effect on CPV. Personality's Conscientiousness dimension has a positive relationship to perceived price, then has a negative effect on CPV.Fifth, consumer personality could account part but not all of CPV. This is to say, consumer personality is one of CPV driving-factors, but not the only one.The creativity of this article mainly includes three aspects. As follows:First, in research perspective, this article researches CPV from the perspective of personality, but not"quality"or"price". Nowadays, the mainstream of CPV research puts quality and price as two driven-factor of CPV. However, according to CPV definition, CPV comes from customer subjective perception. It is influence by customer psychology. Even though, the research in this field is not enough. This article selects a fully new perspective, improves the research method of CPV from quality and price, and research the CPV driven-factor of CPV from personality.Second, in research method, this article uses empirical study method to research personality's effect on CPV. This article uses empirical method to test weather the five factors of personality. Although some scholars mentioned that personality could be a driven-factor of CPV, the empirical research of this field is not enough. This article uses empirical study of KFC service to test how personality affects CPV.Third, in research conclusion, this research finds that consumer whose personality scores high in Extraversion dimension, Openness to Experience dimension, Agreeableness dimension is sensitive to service quality, and whose personality scores high in Conscientiousness dimension is sensitive to service price. Finally, this four dimension influences CPV, and this is to say, personality has influence on CPV.Of course, this research is only exploring research and has some limits, such as sampling method and variable controlling. We hope to see their improvement in future research. Also, the author proposes some suggestion for future research. .