張 巧韵

This paper attempts to investigate the difference in attitudes between the first and second generations of Chinese immigrants in North America towards the purchase of a product manufactured in their native country (i.e. China). There is very little research which takes into account simultaneously whether a customer’s COO influences perceptions of value and other marketing variables. In this paper, a model is proposed which aims to demonstrate the relationships among the key elements. In the proposed model, COO plays the role of moderator, indicating that COO moderates customers’ attitudes toward a product, perceived value and purchasing intentions. This is the gap that the proposed study aims to fill. A mixed-methods approach will be employed in this study. Firstly, in-depth consumer interviews will be conducted to gain insights into customer perceptions of COO, quality and value. Eligible participants will be Chinese-Americans educated in North America, most of whom have lived there for more than 10 years. Later, a survey will be administered to a large number of first- and second-generation Chinese immigrants in North America. Previous work has demonstrated that COO is wid

This study explores and tests a holistic model of customer-perceived value in a B2C e-commerce setting. The developed model extends the value literature by integrating a range of key variables into a single theoretical framework. The findings suggest that Taiwanese consumers place greater importance on the sacrifice associated with purchasing tourism products than they do on the price, quality and satisfaction elements.

This paper tests a model of customer-perceived value using data from the market for online tourism products in Taiwan. The study takes a holistic view of customer-perceived value, synthesising research from the disciplines of axiology, economics, psychology and marketing. There are two major goals: (i) to test that the customer-perceived value model is a formative second-order, reflective first-order model of customer-perceived value; and (ii) to conceptualise the customer-perceived value model either as statistically meaningful or as a theoretically meaningful model which may not be statistically significant.