The effects of self-concept on the formation mechanism of customer value — Empirical research of 80's mobile phones consumers

@article{Xiaobin2011TheEO,
  title={The effects of self-concept on the formation mechanism of customer value — Empirical research of 80's mobile phones consumers},
  author={Liu Xiaobin and Wang Fangfang},
  journal={2011 International Conference on Business Management and Electronic Information},
  year={2011},
  volume={1},
  pages={355-359}
}
The research about the formation mechanism of customer value is a hot issue in the marketing management. We use means-end theory and combine with the self-concept to research the formation mechanism of customer value. The empirical research is aiming at the 80's in China which is a particular consumer groups of mobile phones. The 80's consumers' self-concepts include four dimensions: family self, social self, fervor self and expressive self. The customer value includes product attributes… CONTINUE READING