Study On The Willingness Of New Generation Consumers To Buy China Time-honored Product Based On Customer Perceived Value

China time-honored enterprises are an important part of China's real economy,but the reality is that the weakest link,once the most splendid China time-honored enterprises in the transformation of economic system and enterprise transformation process,shows a lack of stamina,survival difficulties.Although the government and society pay close attention to the development of China time-honored enterprises,issued many relevant policies and regulations and protection measures,but the results are not satisfactory,population aging,lack of new generation consumers purchase support are the problems facing Chinese time-honored enterprises.the fact tells us that to strengthen the research of the new generation consumers,promote the revival of China time-honored brand enterprise is imminent.Based on the latest trends in this paper to promote the development of China time-honored enterprises from the party and the state,introduces the research background,theoretical significance and practical significance of the article,at the same time,the research content and research methods and innovations are explained,then according to a large number of related literature of China time-honored enterprises,designed the scale of new generation consumers' willingness to buy Chinese time-honored enterprise products based on the customers perceived value.Then,an empirical study in Anqing China time-honored enterprises,and in entity shop and network for the preliminary research and formal investigation,we got the purchase intention perception of different ages of the new generation consumers for the time-honored enterprise products.Then,the descriptive statistical analysis,factor analysis and regression analysis about the collected questionnaires were carried out,and some of the indicators that did not meet the requirements were eliminated.Finally,five basic values: emotional value,social value,shared value and virtual value were constructed.The quantitative analysis of the scale by using SPSS19.0 shows that the five independent variables have significant positive correlation with the customer's willingness to purchase,and the degree of influence is: virtual value> basic Value> emotional value> social value> share value.Finally,according to the conclusion of the study,the author puts forward the corresponding countermeasures and suggestions from the four aspects of the new generation consumer behavior and the consumer psychology research ?the customer perceived value transmission path?advice for consumers?strengthening the virtual value communication for the revival and development of China time-honored enterprise.From the new generation consumer perspective to the study of China time-honored enterprises product purchase intention is the main innovation of this paper.Analyzing the reality that time-honored enterprises lack of the support of the new generation consumers,building a scientific evaluation scale,and breaking through the pure theory to quantitative analysis Methods,to provide some reference suggestions to the reborn of China time-honored.