Exploring the Antecedents and Consequences of Customer Perceived Value for Information Software

[[abstract]]雖然許多研究聚焦在顧客價值認知的探討，關於顧客認知價值的研究較少針對企業市場（B2B），另在資通訊(ICT) 市場缺乏企業市場（B2B）延伸至消費市場（B2C）的深入研究，基於這些缺口，本研究旨在以實測方法探討在企業市場（B2B）與消費市場（B2C）的環境中，提供物因素、供應商因素，及顧客因素對購買意願的影響，並檢測在上述關係中，顧客認知價值的中介作用以及替代產品的干擾效果。 本研究的實證部份是以問卷作為調查工具，採人員訪問方式調查目前使用資訊軟體的182家企業用戶的採購、使用、或決策者，共完成212份有效問卷；另調查目前使用資訊軟體的個人戶311人，共完成214份有效問卷。統計結果分析顯示 ：(1)不論是B2B或B2C市場，資訊軟體的相對優勢及品牌聲望皆是影響顧客對資訊軟體價值的最重要因素。(2)在B2B或B2C市場中顧客認知價值在提供物因素及供應商因素與購買意願的關係中均呈顯著中介效果。(3)在B2B與B2C市場中產品的替代性認知會正向干擾顧客認知價值與購買意願的關聯性。 本研究的結果能幫助資訊軟體供應商了解顧客對資訊軟體的認知價值之重要影響因素，因此能有助於他們擬定有效的資訊軟體行銷方案。本研究除了討論行銷意涵及研究限制，並對學術界及企業界提供若干建議與未來研究方向。[[abstract]]There were plenty of studies focusing on customer value perception yet there were few researches on customer perceived value in business to business and its extension to the business to consumer market in the ICT market Base on these researches gap the purpose of this study is to conduct an empirical analysis to examine the impacts of product factors supplier factors and customer factors on purchase intention in business to business and business to consumer contexts In addition the mediating role of customer perceived value and the moderation effect of availability of alternatives are also examined This study surveyed 182 firms currently using information software by personal interview with questionnaires The respondents were the firms’ buyers users or decision makers of their information software In total 212 valid questionnaires were obtained Moreover 214 personal users of information software were also surveyed with questionnaires Statistical analyses show that in either B2B or B2C context (1) Both relative advantage and brand reputation of information software are the most important factors to influence customer perceived value (2) Customer perceived value is a substantial mediating variable between product factors and purchase intention and between supplier factors and purchase intention (3) Availability of alternatives positively moderates the relationship between customer perceived value and purchase intention These research findings can provide the insight for information software suppliers into understanding the crucial factors of customer perceived value and purchase intention And this knowledge will assist them in setting effective marketing programs for their information software products Finally this study discussed managerial implications of these findings and offered suggestions for future studie