|
|
|
| The Effects of Customer Participation on Customer Perceived Value: Based on Mental Accounting Theory |
| WANG Tao CUI Nan YANG Kui |
| |
|
|
|
|
Abstract Mental accounting theory points out that an individual will open an mental account when she purchases a product and is inclined to integrate the benefits and loss to avoid and reduce the pain of loss due to the previous costs, because when a consumer faces an economic transaction, she often follows the principle "hedonic editing", seeking to maximize the benefits or satisfaction. This paper aims to probe into the middle psychological processes of customer participation's effects on customer perceived value from the perspective of endowment effect and payment depreciation of mental accounting, so as to better understand how customer participation influences customers' perceptions of gains and losses and why customers tend to magnify gain perception and reduce loss perception. The result will offer guidelines for enterprises' marketing practice.
|
|
Received: 19 June 2009
|
|
Corresponding Authors:
CUI Nan
|
|
|
|
|
|
|
2009, Vol. 1 
浙公网安备 33011802000512号