Research On The Effects Of L Company Electronic Products' Third Party Certification On Customer Perceived Value

With the rapid development of science and technology and the requirement of enterprise informationization,computers have gradually become the necessities of people's daily life.Electronic products enterprises are facing enormous challenges of consumer demand and industry competition.They need to constantly innovate product functions,improve product quality,and provide consumers with the third-party certification to improve the economic value of electronic products.This paper uses empirical research method to explore the relationship between third-party certification and customer perceived value by investigating the consumer PC Y720 and the commercial PC ThinkCenter M910 t of L Company and combining with the third-party certification status of electronic products of L Company.According to the different types of computer audience in L company we conducted a questionnaire survey on the most representative consumer computers and commercial computers in L company.Through a questionnaire survey of 254 individual consumers and 35 team purchasing directors,it is found that the third party certification does not affect the purchasing decision of individual consumers when purchasing computers.The third party certification is the main influence of the purchasing decision of team purchasing directors when purchasing computers.Five moderators concluded from the survey include brand,function or configuration,product price,product maturity and after-sales service security.Through the second questionnaire survey of 63 team purchasing managers,the third party certification is divided into basic certification and additional certification according to the degree of recognition of the third party certification content by team purchasing managers.According to regression analysis,basic certification and additional certification positively affect customer perceived value.When product brand awareness is high or after-sales service guarantee is high,basic certification has no impact on customer perceived value.When product price is high,function or configuration is high,product is maturity,the positive impact of basic certification on customer perceived value weakens.Additional certification does not affect customer perceived value when the product has a high brand awareness,a high product price or a high after-sales service guarantee.When the product is mature,the impact of additional certification on customer perceived value is weakened;but when the function or configuration is high,additional certification strengthen the positive impact of customer perceived value.After discussing the research results of this paper,it provides theoretical basis and improvement suggestions for the economic value of third party certification of L company.