上海管理科学2017，Vol.39Issue(1)：7-11,5.
金钱与非金钱付出对于产品价值感知的影响——产品类型与卷入度的调节作用
The Effects of Paying Money or Non-monetary Resources on Products' Perceived Value——The Moderating Effects of Types of Products
摘要
Abstract
With the diversification of marketing model, non-monetary resources such as time and energy are also becoming resources to get products. This paper verifies that types of paying resources (money/non-monetary resources) can affect products' perceived value significantly: Perceived value via paying money is significant higher than that via paying non-monetary resources. In addition, types of products (hedonic/utilitarian products) and involvement both have significant moderating effects: For utilitarian products or high involvement products, the effect of types of paying resources on perceived value is not significant. But for hedonic products or low involvement products, the perceived value via paying money is significantly higher than that via paying non-monetary resources.关键词
金钱/非金钱/感知价值/享乐品/实用品/卷入度Key words
money/non-monetary resources/perceived value/hedonic/utilitarian products/involvement分类
管理科学引用本文复制引用
张书恺,吕巍..金钱与非金钱付出对于产品价值感知的影响——产品类型与卷入度的调节作用[J].上海管理科学,2017,39(1):7-11,5.基金项目
国家自然科学基金"聚焦价格还是关注信息:感知价格不公平情境下文化消费产品的质量推断"(71372411). （71372411）
