Quantitative Analysis of the Consumer Perceived Value Deviation

Consumers perceive the value of durable goods in the consumption process at two different points of time. The perceived value based on first impressions influences their buying behavior. In the subsequent utilization phase consumers form a new value judgment that affects the repurchase behavior. Conversely, the survey methods to represent the pre-purchase and post-purchase value judgment are not sufficiently discussed in the literature. Especially, there is a need to investigate by which elements the perceived value is described. In this sense, a survey instrument was developed that can be used at both time points to asses the deviation of pre-purchase and post-purchase value judgments. A structural equation model has been compiled and was checked for validity and reliability. The use of statistical methods allows revealing significant differences between the two product values. The results have implications for the design of products and the development process.