Open AccessThe analysis of consumer acceptance model and EASI theory model based on perceived value
Author(s) -
Luchan Yu
Publication year - 2020
Publication title -
financial forum
Language(s) - English
Resource type - Journals
ISSN - 2251-2659
DOI - 10.18282/ff.v8i1.798
Subject(s) - purchasing , order (exchange) , consumption (sociology) , value (mathematics) , service (business) , marketing , business , consumer behaviour , china , globalization , economics , microeconomics , computer science , market economy , sociology , social science , finance , machine learning , political science , law
Under the background of economic globalization in the 21st century, consumption's pulling effect on economic growth has been strengthened. The living standard of people is constantly improving and the service industry is developing rapidly. In order to improve the competitiveness of enterprises in China, this paper mainly studies the behavioral characteristics of consumers when they buy products or services. Through the theory of planned behavior and the model of technological acceptance, the perceived value is taken as an important factor to reflect the characteristics of consumers' subjective purchasing behavior. Moreover, the EASI model is used to analyze the influence of service personnel on consumers' purchasing behavior in the service industry. Finally, this paper puts forward reasonable suggestions to enterprises.