How standards collaboration strategy affects consumer perceived value of product: An empirical research

Abstract

This paper investigates the impacts of different standards collaboration strategies on consumer perceived product value. In the research, empirical methods were employed to examine the conceptual model proposed. The results suggest that standards collaboration influences consumer perceived value not only directly but also indirectly through perceived quality and risk as the intermediate variables. The research further reveals that marketing collaboration has more positive effects on perceived value than R&D collaboration. The cooperation between standard initiators and members in value-chain improves consumer perceived value while cooperating with competitors has no significant impact on perceived value. Equity joint ventures, instead of contract-based alliances, can promote the consumers' confidence in the products, which eventually increases consumer perceived value.