Perceived Value Of Postmodern Consumer Under The Space Of Flows

Flowing is the basic lifestyle and huge amount of flows between physical and virtual world are stimulated as information technology breaks down the block between different spaces. Space of flow consists of highly frequent interactions and activities between physical and virtual spaces, which is driven by abundant applications and services base on rapid development of information technology. In the context of the space of flows, flows between human and objects, human itself and objects itself have become faster and more convenient. As a result, value definition was transferred to service-dominant logic from traditional goods-dominant logic. It's not only made by suppliers' working time in goods or service but also consumers herself. Consumers will appreciate the value if they can take part in the creation and the perceived values are consisted of Social Value, Emotion value, Conditional Value, Epistemic Value, as well as Function Value.Post-modern consumption culture was born in the widespread of postmodernism, which is featured as fragmented, surrealistic, materialistic and hedonistic, decentralization and uncertainties. Consumers are tend to enjoy this features and the value they perceived.In this paper, the author studied the factors that influence perceived value in space of flows and demonstrated the hypothesis based on empirical research on Social Network Sites.This paper aimed to study post-modern consumption characteristics and value factors and proposed guidance for business model innovation and marketing strategy under the space of flows.