Analysis on Customers Expecting Value Model - Based on the Empirical Study of Fashion Luxury Products

Abstract:

This paper analyzed the concepts and the relationship between consumers personal values (PVS), customers expecting value (CEV) and buying behavior (BB) and then constructed a triangle model on the three. Targeting at consumers of fashion luxury products as example, the paper designed scales and made questionnaire research. After factor analysis, KMO and Cronbach'α test, it then testified the fitness of the model by using structural equation modelling (SEM) and came to the conclusion that the factors that influenced consumers BB can be explained more exactly and precisely by introducing CEV between PVS and BB. It provides new perspective for the research of buying behavior and also theoretical reference for enterprises competition strategies.

• Periodical: Advanced Materials Research (Volume 796)
• Pages: 458-461
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.796.458
• Online since: September 2013
• Authors: Zhe Zheng, Ming Lang Huang, Yan Chen
• Keywords: Buying Behavior, Consumer Personal Values, Customers’ Expecting Value, Fashion Luxury Products

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