Research On Customer Perceived Value And Purchase Decision Based On Cue Utilization Theory

Recently,the scholars and enterprises paid more and more attention to customer perceived value as more and more serious competition,which was thought to be a new source of competitive advantage.However,customer perceived value was used to taken as a single dimension of variables in most many researches.There is no intensive study on how the external clues exactly affect customer perceived value;in addition to that,most research studied the impact of few external cues on customer perceived value,seldom of them tried to analyze how customers appraise the products when they had lots of external cues.The purpose of this study is to investigate the influencing mechanisms of External clues to the perceived value and Perceived value to the purchase intention and propose some constructive suggestion on how to cultivate and maintain the college market according to research conclusion.This paper is divided into five chapters:The first chapter begins with the introduction of research background,research purpose,significance of the study and research framework.Chapter 2 reviews the study on customer perceived value, external clues and purchase intention.In Chapter 3,we introduce the object of the study,range of study,research methods and the design of the investigation.In chapter 4,we analysis the survey data by using data processing software of SPSS and LISREL, and verify the hypothetical we have raised.In the last chapter,we introduce the Conclusion of the study,marketing proposals,the weaknesses and innovation of this paper and the future research directions.