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Customer Perceived Values and Consumer Decisions: An Explanatory Model
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Author(s): Philip Y. K. Cheng (Australian Catholic University, Australia)
Copyright: 2014
Pages: 12
Source title:
Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch001
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Abstract
Building on findings from previous research on dimensions of Consumer Perceived Values (CPVs), an Integrated Consumer Perceived Value Model comprising utilitarian, hedonic, and social values is proposed to explain observed consumer decisions (viz. purchase or do not purchase), and to provide new frontiers for consumer behaviour research. The distinguishing if not innovative features of the proposed model are: (1) it provides a framework to investigate the competing, complementary, and compensating effects of the CPV dimensions; (2) it distinguishes the CPV dimensions that affect consumer decisions specifically and those that affect consumer decisions homogeneously; and (3) while some CPVs are generated and interact serially, other CPVs could be generated and interact in parallel.
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