A Research On Customer Perceived Value Formation Mechanism Of IT Techonolgy Products

The traditional competition mode was focus on products, more accurately, to compete in the product quality as the center. In recent years, along with marketing competition intensifying and people’s consumption concept has been gradually transmit from practice model to enjoy model, so, consumers begin to enjoy in the process and personalized when using the products. Therefore, in order to distinguish from the traditional economic environment, competition in today’s area, enterprises must regard the customers’demand as the core and make effort to create some significant value for customers as the ultimate goal of strategic planning. To stand out in such a complex and changeable competitive environment, innovation has become the competitive advantage and inexhaustible force for enterprises to gain. Based on the above factors, more and more enterprises begin to pay close attention to innovation, and also realize that innovation in optimization of corporate brand image and improve the importance of customers perceived value.Based on the above analysis, this paper deeply studies the innovation behavior, brand image, customer perceived value connotation, constitution and the relevant theories, and aiming at the typical representative of IT technology products iphone, puts forward the innovation behavior, brand image and the study model of customer perceived value. At the same time corresponding hypotheses are put forward according to the model, and further analyzes the innovation behavior affecting the formation of the customer perceived value and brand image(product image, corporate image) influence the relationship of customer perceived value (functional value, emotional value, social value).In the empirical research, the author gives out339questionnaires in all. Among them,331questionnaires are handed in,6questionnaires are got rid of, and the efficiency rate hits98.2%. Using SPSS17.0software, first of all, the data is conducted by descriptive statistical analysis to analyze samples of the overall situation; secondly, employing the reliability analysis, exploratory factor analysis and confirmatory factor analysis to verify the quality of scale. The result shows that the data reliability and validity of scale reach good degree; thirdly, correlation analysis shows that there is a significant correlation between the dimensions of the variables and the variables. Based on this analysis, the study models and assumptions are fitted and fixed by AMOS17.0The empirical results show that innovative behavior and brand image have a significant positive effect on customer perceived value. And brand image acts a partially in-between between innovation and customer perceived value, Innovative behavior, two dimensions (product image, corporate image) of brand image have a significant positive effect on three dimensions (functional value, social value, emotional value) of customer perceived value.Finally, according to the study conclusion, the author puts forward the corresponding countermeasures and suggestions for building brand image of IT technology products based on innovation behavior. The study also provides some advice to cultivate customer perceived value which is the basis of core competencies.