近年來消費者意識日漸高漲，顧客已不再是產品與服務的被動接受者，他們比以往掌握更多的知識、資訊與技能，更熱衷於學習與實踐，消費者在選擇過程中享有充分的主動權。因此現今企業成功的關鍵在於顧客價值，企業必須為他們的客戶創造價值，才能維繫顧客。業者更須注意東、西方消費者的不同對不同產品的顧客價值認知的差異，並深入了解顧客的需求與期望，再針對其產品、服務與價格，進一步擬定行銷策略。
本研究選擇兩岸三地之國際化程度及貿易自由度最高的香港和有「消費者天堂」美譽之稱的美國做東西方的代表，透過不同產品類別的顧客價值認知調查過程，從消費者的觀點來探討產品類別對顧客價值的影響，提供實證支持。
本研究分兩部份，其一為資料蒐集及文獻探討，其二為利用問卷調查法蒐集了實證產品，包括便利品、選購品及特殊品三大類，問卷發放完全皆在香港和美國當地完成，並根據問卷調查結果分析並探討:
˙在不同產品類別下之顧客價值的異同。
˙在不同產品類別下之顧客價值的異同。
˙不同產品類別與不同國家消費者之顧客價值的比較。

In recent years, with the rapid growth of consumer consciousness, consumers no longer passively accept products and services. Compared to the past, they now have better knowledge, information and skills, and have a greater passion for learning and attaining their goals. In the decision-making process, consumers completely enjoy the right to take the initiative. Therefore, the key to success for enterprises lies in consumer value. Enterprises must create value for their customers in order to keep them. More importantly, businesses should take note of the differences in consumer value awareness between consumers in Western and Eastern countries and obtain a deep understanding of the needs and expectations of consumers. With this in mind, they should adjust their marketing strategies regarding their products, services and prices. 
	In the greater China region, Hong Kong enjoys the highest level of internationalization and trade liberalization, and remains a “consumer’s paradise” in the eyes of consumers from the United States. Concrete support is provided by surveying customer value awareness regarding various product categories and by exploring the influence of product categories on customer value from a consumer’s viewpoint. 
	For the first part of this study, materials were collected and analyzed. The second part employs questionnaires to gather products for evidence, including convenience goods, shopping goods, and specialty goods. The questionnaires were issued in Hong Kong and the United States. Based on the analysis of the results, the following areas were explored: 
-  whether any differences in customer value of various product categories exist; 
-  whether any differences in customer values between the United States and Hong Kong exist; and
-  a comparison of the customer values of various product categories among consumers of different countries.

目     錄
謝 誌	I
中文摘要	II
英文摘要	III
目     錄	V
表     目     錄	VII
圖     目     錄	IX
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究範圍與對象	3
第四節 研究流程	4
第貳章 文獻探討	6
第一節 產品類別	6
第二節 價值	13
第三節 顧客價值	15
第四節 研究變項之操作性定義	30
第參章 研究設計	32
第一節 研究架構	32
第二節 問卷設計	33
第三節 抽樣設計與樣本結構	37
第四節 統計分析方法	43
第肆章 資料分析與整理	44
第一節 信度之測定	44
第二節 產品種類之顧客價值差異分析	46
第三節 兩國之顧客價值差異分析	48
第四節 兩國之產品種類與顧客價值重要性分析	49
第伍章 結論與建議	55
第一節 研究結果	55
第二節 研究發現	57
第三節 研究限制	60
第四節 後續研究建議	60
參考文獻	61
附錄一 美國問卷	68
附錄二 香港問卷	72

表     目     錄
表2-1 產品分類	8
表2-2 消費品分類	12
表2-3 顧客價值的分類	26
表3-1 顧客價值衡量變項表	36
表3-2 樣本性別分佈表	38
表3-3 樣本年齡分佈表	39
表3-4 樣本婚姻狀況分佈表	40
表3-5 每月生活費分佈表	41
表3-6 樣本教育程度分佈表	42
表4-1 CRONBACH’Α信度表	45
表4-2 本研究問卷設計之信度	45
表4-3 產品種類屬性在顧客價值構面比較結果	46
表4-4 產品消費國在顧客價值變數T檢定結果	48
表4-5 便利品之顧客價值構面重視程度排序	49
表4-6 便利品顧客價值之衡量變項的重要程度排序	50
表4-7 選購品之顧客價值構面重視程度排序	51
表4-8 選購品顧客價值之衡量變項的重要程度排序	52
表4-9 特殊品之顧客價值構面重視程度排序	53
表4-10 特殊品顧客價值之衡量變項的重要程度排序	54
 
圖     目     錄
圖1-1研究流程	4
圖2-1產品的策略性分類	10
圖2-2 相關價格、品質與價值之手段-目的模型	17
圖2-3 顧客附加價值的決定因素	22
圖2-4 GALE的顧客價值圖	23
圖2-5 顧客價值金三角	24
圖3-1 研究架構	32

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15.黃俊英、林震岩著 (民83)，「SAS 精析與實例」，華泰圖書股份有限公司。
16.楊清潭 (民92)，「應用資料探勘技術於顧客價值分析之研究」，東吳大學資訊科學系碩士論文。
17.溫石松 (民91)，「顧客價值與網路忠誠程度之關係」，國立中興大學企業管理研究所碩士論文。
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