An Integrated Approach toward the Spatial Modeling of Perceived Customer Value
提出一种基于潜在结构多维尺度分析的新方法，同时推导品牌感知价值的潜在维度和市场细分异质性，无需事先指定维度，并通过紧凑型轿车案例与传统方法对比。
The authors present a new measurement methodology of perceived value, based on latent structure multidimensional scaling, that derives simultaneously the underlying dimensions of the perceived value of various brands and market segment heterogeneity in terms of how such value evaluations are made. This latent structure, ordered probit, multidimensional scaling (MDS) based methodology improves on existing industry techniques of illustrating perceived customer value because it enables researchers to infer the underlying dimensions of perceived value from the data without specifying these a priori, as is common in existing methods. The authors compare the proposed model against more traditional MDS approaches in an empirical illustration involving the perceived value of compact cars. Finally, the authors discuss managerial implications of this technique and provide directions for further research.