The analysis of consumer acceptance model and EASI theory model based on perceived value

Luchan Yu

doi:10.18282/ff.v8i1.798

Luchan Yu Dongfang College of Zhejiang University of Finance and Economics

Ariticle ID: 798

280 Views, 32 PDF Downloads

DOI: https://doi.org/10.18282/ff.v8i1.798

Keywords: Consumers, planned behavior theory, technical acceptance model, EASI model

Abstract

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 paperÂ putsÂ forward reasonable suggestionsÂ to enterprises.

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