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,,518060:,,,9;3,,;,;:;;;:F713.50:A:1672-0334(2007)01-0046-08StudyofThree2DimensionDrivingFactorsoftheConsumptionValue:TheExampleofMobileCommunicationBrandsZHOUZhi2min,ZHANGXiao2shengCollegeofManagement,ShenzhenUniversity,Shenzhen518060,ChinaAbstract:Theprovisionofconsumptionvalueisthekeytoensuresuccessfulbrandmarketing.Thestudyexploresconsumptionvaluesandtheirdrivingfactorsinthemobilecommunicationindustry.Atfirst,thepaperputsforwardsomeitemstomeasureconsumervalueaccordingtodepthinterviewandtheoreticalliteratureanaly2sis.Then,thestatisticalresultsfromEFAandCFAvalidatetheexistenceofninesubdrivingfactors,whichareprice,promotion,quality,function,convenience,service,image,credit,andcommunication.Throughasecond2orderfactoranalysis,threefactorsdrivingconsumptionvaluesareabstracted,whicharebenefit,costandrelationship.Thebenefitfactorreflectstheperceivedbenefitsbroughtbythebrands,whicharethecoresourceofconsumptionvalue;thecostfactor,whichreferstototalcoststhatcustomerspaidoutduringpurcha2singandconsuming,reflectstherespectofperceivedsacrifices;therelationshipfactorreflectsthecreditfromenterprisetoconsumersandcommunicationsbetweenthem.Intheend,thepaperpointsoutthemarketingap2plicationsoftheresearchfindingsandtheresearchlimitations.Keywords:consumptionvalue;drivingfactors;factoranalysis;mobilecommunicationbrands:2006-11-10:(5301010);(200541):(1977-),,,,,,:20120072JOURNALOFMANAGEMENTSCIENCESVol.20No.1February,20071,,,,,,,(EDLP),(QSCV),,,[1],,,,,,,,,,,,,22080Drucker,[2];Kot2ler,[1];Ohmane,,[3];RavaldGrÊnroos,[4],,,(ShethKotlerGrÊnroos),[5],,,,ShethNewmanGross5[6];WoodruffFlint[7];ParkJaworskiMaclnnis3,[8];Aaker,[9];ChernatonyMcDonald,[10],UlagaChacour[11];,,[12],Kotler,,[1];Zeithaml7[13];,[14];4[15],7[16],,,,,,,,,,(GrÊnroos),;,,[17],,33.1,;,,23;,12,,38,741:1Table1DescriptionofStructureofAvailableSamples157(41.32%);223(58.68%)124(32.63%);220(57.90%);36(9.47%)2057(15.00%);2124241(63.42%);252970(18.42%);3012(3.16%)261(68.68%);UP13(3.42%);57(15.00%);18(4174%);12(3.16%);19(5.00%)30035(9.21%);301600135(35.53%);60190096(25.26%);901150062(16.32%);150152(13.68%)38020,2,28Likert,5(),3.2,(),400,393,380,96169%1,,3.30.40.4[18],4,24,3.4SPSS13.024,KMO01851(0.6),Bartletts(sig.=0.000)0.05,Kaiser,1,16,6,,9,10,,9971.782%,9,,249(2),0.5,3.53.5.1924,LISREL8.70,24,9,3,,:2df2.05.0,RMSEA0.08,GFIAGFICFINFINNFI0.9[19]2(df)=492126(231),2df=2.279,RMSEA=0.058,GFI=0.90,AGFI=0.89,CFI=0.96,NFI=0.94,NNFI=0.95,3t,t2,,9243.5.22,:1,2,3,4,5,6,7,8,9,84200722249CronbachsTable2TheRelationshipsbetween24Itemsand9FactorsandtheCronbachs24CronbachsX10.8450.52X20.598X30.8320.59X4()0.679X5,0.8880.78X6,0.866X7()0.7930.75X8(VIP)0.790X90.703X10,0.7650.69X11,0.754X12,0.8180.84X13,0.850X14,0.765X15,0.5780.82X16,0.733X170.818X180.769X19,0.7540.56X20,0.664X210.6150.79X220.771X23,0.750X240.697941:3Table3PathRelationshipsandPathCoefficientstt1-x10.689.006-x130.7917.661-x20.649.066-x140.7517.792-x30.719.667-x150.5812.752-x40.7811.257-x160.7016.363-x50.8212.257-x170.7818.243-x60.8311.727-x180.7115.954-x70.7414.268-x190.6910.924-x80.7814.208-x200.7610.984-x90.6912.809-x210.6412.995-x100.8213.839-x220.7314.575-x110.7613.309-x230.8517.946-x120.7016.129-x240.7012.84:,x,,12,;34567,;89,,,,(4),9,3.5.39,3,:2(df)=609.83(255),2df=21391,RMSEA=0.061,GFI=0.88,CFI=0.96,NFI=0192,NNFI=0.95,GFI,0.9,539,t2,,393.6,3,,,33.7Nunnally,Cronbachs0.5,0.7[18]9,Cronbachs(2)3,Cronbachs0.790.630.83,Cronbachs0.883,,,AndersonGerbing,,05200724Table4CoefficientsbetweenFactors1-20.6582-40.4803-70.3245-70.4931-30.3022-50.3483-80.1545-80.6191-40.2812-60.3083-90.1755-90.4701-50.1932-70.3344-50.4766-70.4651-60.1512-80.4504-60.4576-80.5441-70.4562-90.3074-70.4726-90.4461-80.3573-40.2824-80.4857-80.6181-90.2863-50.2814-90.5157-90.6422-30.3263-60.2215-60.6428-90.743539Table5PathRelationshipsandPathCoefficientsbetween32ordFactorsand91ordFactorstt1-10.487.752-70.5414.191-20.678.953-80.6412.792-30.305.863-90.6114.252-40.5011.261-20.598.432-50.5811.901-30.486.362-60.5112.042-30.8820.97:,1.0,[20]6,93,110,4,3,,5,,,3151:6Table6AnalysisofDiscriminantValidity1-20.6580.0790.8170.4993-90.1750.0630.3000.0491-30.3020.0770.4550.1484-50.4760.0610.5970.3551-40.2810.0790.4390.1234-60.4570.0550.5660.3481-50.1930.0840.3610.0254-70.4720.0540.5790.3641-60.1510.0770.304-0.0034-80.4850.0700.6250.3451-70.4560.0700.5960.3164-90.5150.0580.6310.3991-80.3570.0910.5390.1755-60.6420.0490.7390.5451-90.2860.0760.4370.1355-70.4930.0560.6040.3812-30.3260.0700.4660.1875-80.6190.0690.7560.4822-40.4800.0700.6200.3405-90.4700.0520.5750.3662-50.3480.0740.4960.2006-70.4650.0500.5660.3642-60.3080.0680.4440.1726-80.5440.0630.6710.4182-70.3340.0670.4680.2006-90.4460.0520.5500.3422-80.4500.0810.6130.2887-80.6180.0600.7390.4982-90.3070.0690.4450.1707-90.6420.0420.7250.5593-40.2820.0630.4080.1558-90.7430.0560.8550.6313-50.2810.0660.4130.1501-20.590.0690.7280.4523-60.2210.0610.3420.0991-30.480.0760.6320.3283-70.3240.0580.4400.2082-30.880.0420.9640.7963-80.1540.0760.3060.001-----:,,4.1,,,,3,4UP,2005,,,,,UP4.2,,,,,,,25200723,94.3,,,,,312,,,VIP;5,9,3,,,,,,,,,,,,93,,N