随着移动技术的发展与移动终端设备应用的丰富，越来越多的消费者在移动终端设备上花费了大量的时间。移动营销已成为大多数企业营销计划的重要组成部分。消费者感知价值作为营销领域的一个重要概念，其内涵会随着消费情境的变化而产生变化。本文立足于对移动营销流程的分析，以微信订阅号营销为主要研究对象，结合实地访谈、文本挖掘、问卷调查、统计分析等研究方法，针对移动营销情境下消费者感知价值展开深入研究，主要包括移动营销情境下消费者感知价值的内涵界定与构成维度的识别，并开发相应的测量量表；随后，在已开发量表的基础上，对移动营销流程中三个主要决策阶段中感知价值不同构成维度的重要性评价进行深入研究；最后，本文进一步研究了移动营销情境下消费者感知价值对消费者行为的影响。主要包括三部分的内容： 第一，开发移动营销情境下消费者感知价值的测量量表，即MCPV量表。以微信订阅号为研究对象，基于途径-目的链理论的顾客价值层次图，设计系列访谈问题，并以179微信订阅号用户为主要访谈对象进行面对面访谈。利用R语言中的文本分析方法，对访谈文本进行分析，提炼出关于移动营销情境下消费者感知价值的87个初始关键词，结合专家意见和小组讨论，对初始关键词进行相似性分析和筛选，并对筛选出的43个关键词，邀请100位消费者进行重要性因素判断。对于通过重要性判断的关键词结合文献分析，生成初始的测量量表。应用初始量表进行第一次问卷调查，对初始量表进行探索性因子分析，得到六个维度32个题项的正式测量量表，并进行第二次问卷调查；接着，对正式量表进行验证性因子分析，最终得到六个维度(包括设计性价值、情感性价值、功能性价值、货币性价值、保障性价值和社会性价值)18个题项的MCPV最终量表。通过对MCPV量表的验证以及与四维模型与五维模型的竞争模型分析，研究结果表明，MCPV量表不仅有效且相较于传统的多维结构量表更具有优势。 第二，对移动营销流程中三个主要决策阶段中各个价值维度的重要性进行了评价。以微信订阅号为研究对象，以第一部分的六维模型为本部分研究的基础，利用最大差异化测量方法，结合平衡不完全区组设计方法，以六个价值维度作为比较选集的要素，设计了评价问卷。通过对441位受访者的问卷调查和数据统计分析，得到了移动营销流程三个主要决策阶段(接收营销信息并点击图文短标题-阅读文章并点击文中链接-阅读商品信息并点击购买)六个维度的重要性排序，分析了不同维度重要性在整个营销流程中的动态变化及消费者的异质性。研究结果发现，大多数的消费者是实用主义者，功能性价值在所有阶段中都是最重要的维度。且三个决策阶段中，货币性价值、保障性价值和情感性价值一直被视为比设计性价值和社会性价值更加重要。在第一决策阶段，情感性价值比保障性价值和货币性价值更重要，在第二决策阶段，情感性价值依然比保障性价值重要。而当消费者最终决定在订阅号上购买产品时，保障性价值则变得比情感性价值重要。设计性价值和社会性价值在整个移动营销活动中的重要性相对较低，但是当消费者一开始决定点击短标题时，设计性价值的重要性高于社会性价值。此外，本文还发现，在第一决策阶段中，男性和女性在评价六个价值维度重要性上并没有显著差异。而当决定点击文章的链接以获得更多信息时，男性比女性更加看重设计性价值。当决定购买产品时，男性比女性更关注设计性价值和社会性价值，而女性则更关注货币性价值和保障性价值。 第三，对移动营销情境下消费者感知价值对消费者行为意向的影响进行研究。以第一部分研究得到的六维结构为基础，将移动营销情境下消费者感知价值作为一个二阶因子变量，通过建立结构方程模型，分析MCPV对于移动广告有效性、消费者态度及消费者忠诚的影响。通过对测量模型和结构模型的有效验证，研究结果表明，MCPV对移动广告有效性有显著的正向影响，而两者对消费者态度都有显著的积极影响，且移动广告的有效性也正向影响了消费者忠诚度，而消费者对该移动广告的态度明显正向影响了其对发布该广告的订阅号的忠诚度。另外，移动广告有效性在移动广告价值与消费者态度之间，以及消费者态度在移动广告有效性与消费者忠诚度之间的部分中介效应也被证实。该研究进一步验证了MCPV量表的可行性。 本研究在整个营销活动中对消费者感知价值提出了一种“动态”的视角，并在不同的阶段确定了消费者感知价值维度的异质性。本文认为企业应该对那些具有高重要性和低异质性的价值维度进行深度优化，对高异质性的价值维度的消费者群体制定精准营销策略。 综上所述，本文对移动营销情境下的消费者感知价值进行了系统的研究，从“概念界定-维度识别-重要性评价-影响分析”等四个方面对其展开了系列的分析。本文的研究补充了消费者感知价值领域在移动情境下的研究不足，也为企业实施移动营销，尤其是在微信订阅号上实施移动营销时，提供有效的指导。 关键词：移动营销，消费者感知价值，量表开发，最大差异化测量，重要性评价，消费者行为

 With the development of mobile technologies and the proliferation of mobile devices, consumers increasingly spend much more time on their mobile devices. Mobile marketing has become one main component of marketing plan in companies. Meanwhile, consumer perceived value is a critical concept in marketing field, whose connotation varies with the consumption context. On the basis of this, with the analysis of entire progress of mobile marketing, taking WeChat official account marketing as research object, using the methods of field interview, text mining, questionnaire survey, and statistics analysis, research on the concept and the identification of dimensions of consumer perceived value, the importance evaluation of value dimensions of the scale developed in different phases of mobile marketing, and the influence of consumer perceived value on consumers' behavior intention based on the scale developed were conducted. The main study includes three parts as follows. Firstly, the measurement instrument of consumer perceived value in the context of mobile marketing (MCPV scale) was developed. WeChat official account was regarded as research object in this study. Based on customer value hierarchy on Means-end Chain theory, interview protocol was designed. Face-to-face interview of 179 WeChat official account subscribers were then conducted. Text-mining of R language was applied to analyze the text data of interviews. Then 87 initial keywords on consumer perceived value were extracted. With opinion of experts and focus groups, similarity analysis was implemented, which screening out 43 keywords. After that, 100 consumers were invited to evaluate the importance of all 43 keywords, all 43 keywords remained. An initial scale based on these 43 keywords was developed to conduct a survey. After exploratory factor analysis, a scale including six dimensions with 32 items was obtained. The second round survey was then conducted on this new scale. After confirmatory factor analysis, a final scale including six dimensions with 18 items was obtained. The final six dimensions were design value, emotional value, functional value, monetary value, guarantee value, and social value. With the compare analysis of four-dimension, five-dimension, and this six-dimension model, the six-dimension model was demonstrated better. Thus, the six-dimension model was effective and better than the prior multi-dimension models in the context of mobile marketing. Secondly, the importance of value dimensions in different decision phases of mobile marketing was evaluated. Based on the six-dimension model developed above, Best-worst Scaling (BWS) was used to evaluate the importance of value dimensions. Balanced Incomplete Blocks Designs (BIBD) was applied to obtain ten compare choice sets on the six dimensions, which was then used to conduct a survey. With data analysis of 441 respondents' response, value importance preference in three main phases of mobile marketing campaign, i.e. receive marketing messages and click on short titles, read the article and click on link in the article, and read the detail information of product and purchase on mobile, was obtained. Then significant test of importance difference was carried out. The dynamic change of consumer perceived value through the mobile marketing campaign progress was demonstrated. Furthermore, the heterogeneity of consumers' value dimension preference was also identified. The results shows that most consumers are utilitarian; functional value was referred as the most important value in all three phases; monetary value, guarantee value, and emotional value were referred as more important than design value and social value in all three phases; emotional value were regarded as more important than guarantee value in the second phase, while when consumers decided to purchase products in the third phase, guarantee value was more important than emotional value. Design value and social value were referred as less important than other values in all three phases. However, when consumers decided to click on short titles in the first phase, design value was important than social value. In addition, the findings shows that there is not significant difference between female and male consumers evaluating six value dimensions in the first phase. However, when decided to click on the link in the article to obtain detail information, male perceives design value more important than female; when decided to purchase products, male perceives more importance on design value and social value while female perceives more importance on monetary value and guarantee value. Thirdly, the influence of consumer perceived value on consumers' behavior intention was analyzed. Based on the six-dimension model obtained above, MCPV was regarded as a second order factor and was referred as mobile ads value in this study. Structural equation model was built to analyze the relationship among mobile ads value, mobile ads effectiveness, consumer attitude, and consumer loyalty. The results shows that mobile ads value has significant positive effect on mobile ads effectiveness; both ads value and ads effectiveness impact on attitude positively; mobile ads effectiveness influences consumer loyalty towards the official account positively; consumers' attitude significantly influences consumers' loyalty on the official account which released the mobile ads. In addition, the mediating effect of mobile ads effectiveness was found on the relationship between mobile ads value and attitudes towards the account; the mediating effect of attitudes towards the account was found on relationship between mobile ads effectiveness and loyalty towards the account as well. The study further demonstrated effectiveness of MCPV scale. The dynamic view on consumer perceived value in the mobile marketing campaign was presented in this paper. The heterogeneity of consumers' value preference in different phases was also identified in this paper. Organizations should further optimize design of the value dimensions which with high importance and low heterogeneity, and formulate precision marketing strategy for niche market of the consumers who have high heterogeneity In conclusion, from the perspectives of concept definition, dimensions identification, importance evaluation, and influence analysis, research on consumer perceived value in the context of mobile marketing was conducted step by step in this paper. The series studies complements several gaps in consumer perceived value literature, and provides guidelines for organizations to implement mobile marketing, especially on the WeChat official account. Keywords: Mobile marketing, Consumer perceived value, Scale development, Best-worst scaling, Importance evaluation, Consumer behavior