Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales

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• 作者：Donghun Lee^a ; ^{don_lee@mail.msj.edu} ; Galen T. Trail^b ; ¹ ; ^{trailg@seattleu.edu} ; Hyungil H. Kwon^c ; ² ; ^{kwon@coe.fsu.edu} ; Dean F. Anderson^d ; ³ ; ^{deanf@iastate.edu}
• 关键词：Consumer values ; Perceived product attributes
• 刊名：Sport Management Review
• 出版年：2011
• 出版时间：February 2011
• 年：2011
• 卷：14
• 期：1
• 页码：89-101
• 全文大小：251 K

文摘

Consumer values and the perceived attributes of a product elicit consumptive behaviors. The purpose of this study was twofold: (a) to test the psychometric properties of three scales (MVS; Richins & Dawson, 1992; PRS, Richins, 1994; PERVAL scale, Sweeney & Soutar, 2001) that measure consumer values and the perceived attributes of a product within a licensed sport merchandise (LSM) setting, and (b) to examine the relationships among items across the three scales for commonalities, and to examine the relationships between consumer values (CV) and perceived product attributes (PPA). Statistical analyses indicated that the psychometric properties of the MVS, PRS, and PERVAL scales could be improved substantially. A principal components analysis (PCA) indicated nine interpretable dimensions; five that could be categorized as CV dimensions (Social Approval, Materialism, Covetousness, Prestige/Status, and Escape) and four that could be categorized as PPA dimensions (Price/Quality, Nostalgia, Craftsmanship, and Aesthetic Beauty).