A Repurchase Intention Empirical Study On The Customer Perceived Value Of Mineral Crystals

Mineral crystals have scarcity and unique, exquisite appearance, high scientific value and huge market potential. They have begun to become our country play stone lovers collection object and consumer consumption object, namely the so-called "special jewelry" or "special luxury goods. Customer perceived value is the value of the customer's perceived benefits and the evaluation of the utility of the product or service when it is weighed against the cost of the product or service.The mineral crystal company needs to take the customer as the guidance, lets the customer perceive the value which exceeds the competitor, namely the promotion customer's perceived value can win the customer, maintain the customer, thus obtains the lasting competitive advantage.The research content mainly has three aspects: sorting and summarizing the theory of customer perceived value; establishing SA mineral crystal customer perceived value model, and empirical research; making SA company marketing strategy according to the empirical results.The empirical results show that the functional value, emotional value, social value, perceived cost have significant positive impact on repurchase intention. Material, shape, color, luster, size, integrity, combination, transparency of mineral crystals have significant positive effects on functional value. Then, the marketing strategy based on customer perceived value is proposed according to the results.