The Comparative Study of Cross National Customer Value to Product

本文主要探討消費者對產品認知價值之差異，作者分析台灣、中國大陸與香港消費者對便利商品等產品之價值認知，發現相同文化基礎固然會產生相似的價值認知，但因探討的市場開放結構等因素，也會有許多顯著的差異。With increasing competition in the global marketplace, value creation activities for many enterprises are become important. As business relationships with Asia increase, multinational enterprises are realizing that success depends on knowledge of cultural differences. So, a prime and basic question for many enterprises is how to construct a global strategy for existing product mixes through standardization or localization, so as to achieve success in regional or local markets. The purpose of this paper is to investigate customer value of products, to view what attributes are important to consumers, and finally to make comparisons via a cross-national study. In this survey, a scale is constructed, which has four dimensions and seventeen criterions to measure customer perceived value (CPV) for products. An indirect method is applied in order to obtain criteria in three areas, Taiwan, Mainland China, and Hong Kong, which have the same cultural environments, to evaluate the product attributes and finally to make comparisons. The results yielded a wide array of both cross-national differences and similarities.