The Experimental Analysis of How the Consumer Value Formed

Abstract

The research of consumer behavior is an essential branch in the marketing field as consumer buying behavior forms the basis of the perceived value formation. Thus, perceived value is the key point of this report. We study the process of buying through experimental methods carried on the thorough discussion. In the experimental research, we recruited a team of 60 volunteers via campus BBS and Hefei BBS channels, and including two different experiments. Especially, the first experiments verified whether the signal information have a significantly impact on consumer perception value. In the meantime, the second experiment was referring to the formation processes of consumer perceived value. After the study we summarized the following conclusion: first, the formation of consumer value significantly affected by the product signals. Second, consumers’ perceptions of the consumption value formation were based on consumption experience.