Perishability Of High-tech Products Based On Consumer Individual Differences In Value Perception Of The Empirical Research

Science and technology advances rapidly and rapidly. Hi-tech products renew more quickly than before , especially in Perishable Hi-tech Product(PHTP). Most of past research about PHTP were based on the enterprise view, neglect of consumer research. This research based on consumer's individual differences, study consumer's perceived value of PHTP.The two main characteristics of PHTP are the value of perishable and the life cycle shorten. Form consumer: the quality update rapidly and the price decline rapidly. Coupled with PHTP update so fast, consumer's perception of quality increase and price decline , is mostly a perception of the whole industry. So, the perception differences between consumer is mainly from the individual differences.In this research, combine PHTP's characteristics with perceived value theory. We hold consumer's perception of PHTP was first to quality update and price decline, both of which will affect consumer's initial perceived value of PHTP.This research from several areas, such as consumer demographic variables (gender, age, educational level, mothly income), product knowledge, involvement degree, through empirical research to study consumer's perception of PHTP.The results were as follows:(1)The demographic variables of difference consumer' perceptions of PHTP is different.(2)The product knowledge and involvement degree positive impact on the perception of PHTP quality update, negative impact on the perception of PHTP price decline.(3)Consumer through PHTP quality update and PHTP price declinet to perceived PHTP value. PHTP quality update positive impact on PHTP perceived value,PHTP price decline negative impact on perceived value.