The Influence of Private Consumers’ Perceived Value on Sticky Behavior in the Digital Age

Abstract

With the rapid development of the digital age, the perceived value of private consumers has changed to varying degrees, which has a profound impact on consumption stickiness. Based on the existing research results, this study constructs a model with four dimensions of perceived value as mechanism variables (namely, perceived functional value, perceived emotional value, perceived economic value, and perceived social value), and studies the influence of private domain consumers’ perceived value on consumption sticky behavior in the digital age. The empirical study finds that private domain consumers’ perceived functional value, perceived emotional value, and perceived economic value positively affect consumption sticky behavior, showing a relationship that sticky behavior increases with the increase of the above three dimensions, while private domain consumers’ perceived social value has a negative effect.