The impact of customer's cognitive level on brand's perceived value Based on the research of eye movement experiment

被引：0

作者：

Wang, Jing ^{[1
]}

Zhang, Heng ^{[1
]}

机构：

[1] Beihang Univ, Sch Econ & Management, Beijing, Peoples R China

来源：

2016 13TH INTERNATIONAL CONFERENCE ON SERVICE SYSTEMS AND SERVICE MANAGEMENT | 2016年

关键词：

cognitive level; perceived value; purchasing behavior; eye movement analysis; NUMBER;

D O I：

暂无

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

With the growth of people's living standard and economic income, the effect of prices is weakened while customers are shopping, but brand effect is increasingly obvious. This paper uses the customers' brand cognitive level as independent variable, and uses simulation scenario experiment method and use the eye tracker to record and analyze the eye movement data of the participants of different cognitive levels during the process of choosing and buying different brands, then uses science methods to process and analyze dates, and find out the relationship between the customer's cognitive level and value perception of the brand. The results prove that improve customers' cognitive level of a brand can also improve the brand perceived value to them.

引用

页数：5