Consumer perceived value preferences for mobile marketing in China: A mixed method approach

摘要

This study aimed to identify a new framework for consumer perceived value (CPV) and evaluate the dynamics of relative importance of different dimensions of CPV in the context of mobile marketing. Laddering interviews were conducted to capture the essence of CPVs, and then text-mining techniques were applied to extract key consumer values from the interviews. Six dimensions of CPV, namely, design, emotional, functional, monetary, guarantee, and social, were identified. The construct validity of these six dimensions was demonstrated through a rigorous sorting process. A best-worst scaling (BWS) survey was then implemented based on these six value dimensions to investigate consumers' preference for each dimension in three critical decision-making phases of mobile marketing campaigns. Statistical analysis of the BWS data showed that significant dynamic differences exist among these six value dimensions in each phase. Gender difference and consumer heterogeneity were also presented. Theoretical and managerial implications were discussed.