An Empirical Study On The Relationship Of Personality Traits And Customer Perceived Value

Since the concept of "taking Customer Perceived Value(CPV) as a consumer's perspective of Customer Value" being proposed by researchers in the Marketing field, CPV has been a hot topic for many scholars.Their research scopes covered various fields,including the definition,measuring range and driving factors of CPV.In these research fields,researches on the definition and measuring range of CPV have been basically mature.However,researches on the driving factors of CPV are still under a developing stage;researches in which the personality trait was taken as a driving factor were far from enough.Based on the above reasons,in this research,"How do consumers select mobile phones" has been taken as an empirical object and relationship between the personality traits and CPV has been analyzed by empirical study,thus make contributions to the theories of CPV driving factors.Based on the rules of empirical study and the features of this research,this thesis can be divided in to 5 chaptersIn the First Chapter:Introduction,the interdisciplinary research subject of this thesis has been proposed(making researches by taking personality traits,a concept of Psychology,as a driving factor of CPV under the category of Marketing) by analyzing the background of the topic.Research theories and practical significance has been explained and research approaches and the framework of thesis has been concluded.In the Second Chapter:Literature Review,which serves as a theoretical foundation of this research,5 aspects of personality traits(Neuroticism,Extraversion, Openness of experience,Agreeableness and Conscientiousness) and 6 aspects of CPV (Functional Value,Societal Value,Emotional Value,Epistemic Value,Conditional Value,Perceived Sacrifice) have been defined by reviewing various literatures.In the Third Chapter:Research Design,37 relative research hypotheses have been proposed and research models have been established.In the Fourth Chapter: Positive Analysis,research models and relative hypotheses have been analyzed and verified based on data collected.In the Fifth Chapter:Summary and Prospect,main conclusions of this research have been summarized and relative marketing advice has been made.Finally,limitations of this research have been analyzed and suggestions have been made for researches in the future.2 conclusions have been made by the empirical study:(1) CPV can be affected by personality traits in various aspects.(2) Significant correlation can be observed among Neuroticism,Extraversion, Openness of experience,and various aspects of CPV,with a convincing explanation degree for CPV;correlation between Agreeableness and Conscientiousness and various aspects of CPV are relatively weak,with a weaker explanation degree for CPV.