顾客感知价值对顾客资产的影响：引入自我效能价值的扩展性研究

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1、厦门大学博士学位论文顾客感知价值对顾客资产的影响：引入自我效能价值的扩展性研究姓名：李刚申请学位级别：博士专业：企业管理指导教师：翁君奕20081001ABSTRACTBaSedont11eresearChofShem(1991)，S、Ⅳeeney(2001)锄ldY；ong—GuiWhg(2005)，thestudyintroducedanewdimensionofConsumerPerceiVed、，alue-Sel仁EmcaucyValueanddivideditintoEgocentricSelf-E伍cacy、raluean

2、dAltmisticSelf-E币cacyValue缸ou曲dataanalysis．Somereare6dimensionsbesides4quond锄dimensions．FunctionValue，EmotionValue，SocietyValueandPerceivedSacrificeinthestudy．Inaddition，thestudyonConSumerEqu时isin1eadingstrings，butitisagoodparadigm．Justasthea伍mationofBeU(2002)，thatis，th

3、eessenceofmarketingisasystemicprocessofconstmctingConsumerEqui够T11isstudyusethemodelofRust(2000)a11dCons啪erequ时is嘶venbyValueequi吼Brandequ时andRelationshipequi够inthemodel．ThestudyconstmctedtheimpaCtmodelofConsumerPerceiVedV

4、alueonCons啪erEqu岖ChoosingthecellphonemarketaSthe

5、researchobject，the咖dyinvestigatedmeceUphoneconsumerinXi锄en砒ldgot276piecesea’ectiVequestio皿aire．Throu班usingthestatisticalanalysismethodsuchasf．actoranalysisandSEM，thestudyca玎ied恤ou曲thehypothesistest．111eresultshowedthatmostofthehypotheses、№resupported，butⅡleimpactofEgoce

6、ntricSel‘EfjficacyonBraIldEquity肌dtheimpactofAltmisticSelf-EfjficaCyonR-elationshipEquit)r、Ⅳerenotsignificant．AndmeautIlorexplainedtheresultiIlmep印er．WhatneedbeemphasizedistheimpactofEgocentricSelfE伍cacyonRelationshipEquit)rwaSVer)rsi印ificantandtheimpactofAltmisticSelf-

7、E街cacyonBrandEquit)rwaSsigIlificant．ThisresultsuggestedthatthetwonewdimensionofConsumerPerceiVedValueweresigIlificative．Inaddition，thetv旧hypotheses、Veresupported，matis，primar)，aspectofPerceivedSacrifice．PricehaspositivesignificalltimpactonBrandEquityandnegativesigIlific

8、ant硫pacton、ⅥueEquity．Illmisway，PricingDile删mofcorporationwastestified，t11atis，V

9、alueEquity、Voulddecreaseifthepriceistoo11ighaJldBralldEqu埘woulddecreaSeifthepriceistoolow．Key、Vords：ConsumerEqu时；PerceiVed、Ⅵue；Self_E伍cacy厦门大学学位论文原创性声明本人呈交的学位论文是本人在导师指导下，独立完成的研究成果。本人在论文写作中参考

10、其他个人或集体已经发表的研究成果，均在文中以适当方式明确标明，并符合法律规范和《厦门大学研究生学术活动规范(试行)》。声明人c签孙药．J2008年f

11、马增日诚信声明本人声明：本论文是我申请厦门大学管理学院企业管理专业博士