دانلود رایگان مقاله آزمون تجربی مفهوم ارزش در رفتار و اهمیت آن در بازاریابی اجتماعی

ABSTRACT

This paper empirically tests the concept of value-in-behavior (consumer perceived value towards the performance of behaviors), considers how it influences consumer behavioral outcomes, and identifies implications for social marketing. Value-in-behavior was tested in the context of energy efficiency, an important area for prosocial marketing. A survey of a random sample of 1444 consumers measured value perceptions towards the performance of energy efficient behaviors. Latent class analysis identified four segments based on consumers' perceived value of energy efficiency behaviors. The demographic and psychographic predictors of these latent classes are shown, and ANOVA and multinomial logistic regression are used to identify the relationships between the latent class value segments and behavioral outcomes. Implications for marketing theory and practice and suggestions for future research are discussed.

6. Conclusion

In summary, the research has contributed to value theory, by empirically investigating the concept of value-in-behavior. Consumers are shown to differ in their perceptions of the value in performing behaviors, and predictors of these perceptions are identified. The study also suggests that perceived value-in-behavior could usefully predict consumer behavior. The implication is that the value-in-behavior perspective can help more comprehensively understand consumer perceived value. Ross Gordon is Associate Professor in Marketing at Macquarie University in Sydney. He is also President of the Australian Association of Social Marketing. His expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He has attracted over $6.5m in research funds in Australia, UK, Europe and India. He has published over 70 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Energy Policy, and BMC Public Health. He also co-authored a leading textbook on social marketing and social change: Jeff French and Ross Gordon (2015). Strategic Social Marketing. London: Sage. Ross is a keen player and follower of sports including football, tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.