Empirical Research on Consumer Expertise and Perceived Value of Fund Investors

Abstract

In Highly professional and complicated industries, the enterprises usually anticipate improving their product or service knowledge system through customer education to let consumers perceive the value and usability of products or service better. Based on retrospection into related research literature, the decision-making process of Chinese fund investors are deeply studied by taking fund investors as the research objects and keeping foothold in service-dominant logic this paper. Thus, the relation among dimensions of fund investor customer expertise and perceived value is built by beginning with the customer’s resource. Through study on 309 Chinese fund investors, it’s found that there is positive correlation among dimensions of customer expertise and perceived value, and the robustness of regression analysis is very good. The conclusion of the research has certain guiding significance for the fund management company to provide professional training to the customers and those with different expertise level.