earticle

영어

Perceived value has emerged as a major strategic issue of a company as one of the factors in determining customer satisfaction and customer loyalty. The general concept of perceived value is defined by evaluating the benefit of a product based on perception of what is “given” or “gotten,” to use Zeithaml(1988)’s words. However, recent studies have shown a new emphasis on a multidimensional approach to perceived value beyond a simple analysis of economic utility. Taking cue from these recent trends, this article first delineates the characteristics and various concepts established by the existing literature, taking particular interest in value measurement. The purpose of this study is to offer a measurement model that targets the value perceived by the customer and develop measurement variables to carry out empirical analysis. One-dimensional approach taken by former studies have tended to analyze cost in terms of benefits and costs without specifying what had been gained and lost while the multidimensional components of value such as functional, social, emotional value resemble benefits of an acquired product rather than value itself. While discussing such limitations of the existing literature, an attempt has been made to redefine the concept of perceived value and reconfigure its components. A theoretically derived value measurement model is composed of multidimensional variables of benefit and cost. A benefit is comprised of thirteen elements which include the benefit of product such as functional, social, emotional benefit and the benefit of service. A cost is composed of eight items that range from search cost (before purchase), acquisition cost (during purchase) and physical maintenance cost (after purchase). Benefit and cost variables impact the value which, under the research model, leads to customer satisfaction. Empirical analysis was conducted without a pre-set hypothesis to verify the validity of the model. To carry out the empirical study, female college students who had purchased an mp3, a durable good, were surveyed 264 among whom responded to the questionnaire. Variable reliability was assessed using Cronbach’s ɑ, utilizing SPSS 12.0. Validity analysis was carried out through confirmatory factor analysis(CFA) using Lisrel 8.3. Structural Equation Model(SEM) was used to determine the causality between elements. The results have demonstrated reliability and validity of the model. To consider model fitness, functional and emotional benefits have been shown to have impact on values with the latter having a particularly strong influence. On the cost side, while acquisition and maintenance costs have been shown to have a negative influence, results in general have been shown to be invalid. Search cost turned out to have a positive influence, from which it can be deduced that the process of information-gathering and sorting is perceived as enjoyable, arousing an emotional benefit, rather than an absolute cost. Although the model to assess the value measurement of a customer has failed to show a perfect validity, results have pointed towards the importance of emotional or sentimental benefit and the perceived value was shown to influence customer satisfaction.[그림]

한국어

본 논문은 내구소비재에서의 고객이 느끼는 지각된 가치를 측정하는 측정모형을 만들어 실증적으로 분석해보았다. 기존의 연구에서의 지각된 가치는 얻는 혜택(+)과 잃은 비용(-)의 구성요소를 가지고 있는데, 구체적으로 무엇을 얻고, 무엇을 잃었는지에 관해서 언급되지 않았다. 본 논문에서는 이러한 혜택과 비용의 구성요소가 무엇인지를 선행연구를 통해 밝혔다. 혜택의 구성요소는 제품의 기능적 혜택, 사회적 혜택, 감정적 혜택, 서비스의 기능적 혜택이며 비용의 구성요소는 구매 전의 탐색비용 구매 시의 획득비용 구매후의 유지비용으로 드러났다. 이러한 측정모형을 lisrel을 이용하여 모델 적합도를 검증하였다. 분석결과 제품의 기능적 혜택, 감정적 혜택등의 변수만이 지각된 가치에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한 측정모형을 통해서 나타난 사실은 내구소비재 특히, mp3와 같은 감성소비재의 기능을 갖춘 제품은 탐색비용과 같이 제품에 대한 정보를 얻기 위해 자신의 시간을 들이는 것을 비용으로 인식하지 않고 오히려 가치 있는 것으로 여기는 것으로 드러났다. 또한 소비자들은 기능적 혜택이 주는 것 외에도 제품에 대해 심리적으로 느끼는 감정적인 혜택이 가치에 큰 영향을 주는 것으로 드러났다