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عنوان فارسی مقاله:

چگونگی ادراک ارزش توسط کودکان؟


عنوان انگلیسی مقاله:

How is value perceived by children?


سال انتشار : 2016



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2. Theoretical background

 2.1. Perceived value Research has investigated the concept of perceived value from several perspectives. One stream conceptualizes the concept as a perceived quality-monetary sacrifice trade off, a value for money conceptualization (Agarwal & Teas, 2001, 2004; Dodds, Monroe, & Grewal, 1991; Monroe, 2003; Sweeney, Soutar, & Johnson, 1999) that uses a single dimensional measurement approach. The second stream explores value as a multi-dimensional concept comprised of benefits and costs. The value for money conceptualization largely derives from the desire to empirically validate the dual role of price as both an indicator of what an individual receives in terms of perceived quality and what that individual gives up in terms of perceived sacrifice (Dodds et al., 1991; Monroe, 2003). Findings show that, depending on their familiarity with the product, consumers relied on other cues both extrinsic (external to the physical product) and/or intrinsic (derived from the actual product) to assess quality (Rao and Monroe, 1988) and, hence, perceive value (Monroe, 2003). The third research stream stems from seminal exploratory qualitative research, which defined quality as superiority or excellence and extended the definition of value to incorporate all salient give and get components of the purchase (Zeithaml, 1988). Subsequent research attempts to more fully incorporate the distinct contributions to perceived value. For example, a study by Sheth, Newman, and Gross (1991a), utilizing broader consumption values, categorizes value as functional, social, emotional, epistemic, and conditional. Sánchez-Fernández and Iniesta-Bonillo (2007, p. 438) summarize the definitions of these dimensions as follows: "Functional value pertains to whether a product is able to perform its functional, utilitarian, or physical purposes. Social value refers to an image that is congruent with the norms of a consumer's friends or associates and/or with the social image the consumer wishes to project. Emotional value is related to various affective states, which can be positive (for example, confidence or excitement) or negative (for example, fear or anger). Epistemic value is concerned with a desire for knowledge, whether this be motivated by intellectual curiosity or the seeking of novelty. Finally, conditional value reflects the fact that some choices are contingent on the situation or set of circumstances faced by the consumers." Other work on perceived value also favors a multidimensional construct, attempting to incorporate all salient components of purchases including what is received and what is given up (Lin et al., 2005; Petrick, 2002; Pura, 2005; Roig, Garcia, Tena, & Monzonis, 2006; Sweeney & Soutar, 2001; Tsai, 2005; Wang, 2010). These contributions have adapted Sheth et al.'s (1991a) model to different research contexts but all incorporate a price/value-formoney consumption value. Empirical evidence supports the importance of value in influencing purchase intentions for adult consumers (Chang & Wildt, 1994; Dodds et al., 1991; Lin et al., 2005; Sweeney et al., 1999; Zeithaml, 1988) and a recent review supports a “complex" and "multifaceted” conceptualization (Chang & Dibb, 2012, p.265), suggesting the need to explore the intangible and tangible dimensions that comprise the construct.



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