Affect The Relationship Of The External Attributes Of Customer Perceived Value Dimensions And Customer Behavior, Product Research

With the accelerating market competition, customer perceived value have been attracted a lot of attention as a new source of competing superiority, especially in the study of its meaning and its relationship with other concept. However, in most of the studies, customer perceived value was still considered as an un-dimensional concept when investigated its relationship with others. And there are few researches working on Fast Moving consumption good while lots of them on the service.Firstly, the article constructs a multi-dimensional measuring scale based on the multi-dimensional model of customer perceived value. The measuring scale can be used for investigating the four dimensions of customer perceived value—functional value, sacrifices value, emotional value and social value.In the second part, the article analysis the relationship between the four dimensions of customer perceived value and the customer behavior. And the results show that, no dimension has direct impact on customer behavior. But functional value, emotional value and social value have indirect impact on customer behavior through customer satisfaction and brand loyalty.In the third part, the article analysis the relationship between product extrinsic attributes and the four dimensions of perceived value also by using the multi-dimensional measuring scale. The results show that, brand has an impact on functional value and social value, and advertisement has a impact on sacrifices value and emotional value, and package has a impact on functional value.