Research On The Formation And Influence Mechanism Of Customer Value In The Paper Media Consumption

Along with the increasing innovation of science and technology, people’s reading habits and reading way have undergone tremendous changes, the traditional paper reading is no longer the only. The open of the digital era, derived from mobile reading, electronic reading, network reading and so on various reading methods, reading behavior less and less dependence on traditional paper media. Many traditional publishing workers think that "paper media will be completely replaced by digital media in the near future", but according to the relevant survey, the paper media is still an important medium of human communication of our information, there are still some consumers prefer the paper medium. Why will appear this phenomenon? This is the question of this research to explore. The paper book as an example in this study, the empirical research on the formation and influence mechanism of customer value in the paper media consumption, for the interpretation of this phenomenon in nature.First of all, using the literature methodology, the paper media consumer behavior theory, customer value theory and the theory of consumer behavior tendency were summarized, depict the forming process and influence mechanism of customer perceived value of paper media theoretically. Secondly, based on the focus group interviews and in-depth interviews of customer perceived value of paper media, combined with Holbrook’s classification theories about customer value, the initial measurement scale of customer perceived value of paper media was initially formed. namely the customer perceived value of paper media including efficiency, excellent, entertainment, aesthetics, status, respect, moral and spiritual eight measurement dimensions. And on this basis, based on the influence of customer value on consumer behavior tendency and behavior results, to build a "paper media customer perceived value- consumer behavior tendency -behavior results" model, and put forward the hypothesis of customer perceived value dimensions of paper media have a direct positive effect on consumer behavior tendency, and the research hypothesis of consumer behavior tendency has a direct positive effect on consumer behavior results. Then, on the basis of the initial measurement scale of customer perceived value of paper media, combined with the measuring dimension of consumer behavior tendency and behavior results, using the five point Likert scale, carried out a pre-questionnaire design, and 150 copies of questionnaires data are analyzed by using the reliability and validity of SPSS 19.0, after the deletion of inappropriate measuring index, the formal questionnaire was determined. The formal questionnaire of this study is mainly in Guangxi Normal University, the teachers and students in school as a random sample, conducted the survey with the traditional paper survey and online survey, a total of 450 questionnaires were issued, and 416 valid questionnaires were recieved at last. Finally, we use the data which collected by questionnaire survey, to make a empirical analysis by the statistical software SPSS 19.0 and AMOS 17.0, such as descriptive analysis, exploratory factor analysis, reliability analysis, validity analysis, confirmatory factor analysis, path analysis and so on. In the end, we officially identifying the paper media customer perceived value measurement scale, that includes entertainment value, respect value, spiritual value and efficiency value. On these bases, we confirmed the " paper media customer perceived value - consumer behavior tendency - behavior results" model, that the entertainment value and spiritual value have a significant positive and direct impact on consumer behavior tendency, but respect value and efficiency value have no direct impact on consumer behavior tendency. And the consumer behavior tendency also have a significant positive and direct impact on consumer behavior results.Based on this research, considering the development of traditional paper media nowadays in China, we giving advice to the strategy change of traditional publishers:(1)The construction of reading space, and to create a cultural brand of paper media; (2) The paper media should enhance the value of collections; (3)The paper media is not suitable for carrying the content of the "fast food"; (4)The paper media is not suitable for gifts.