隨著市場行銷領域「以顧客為導向」思想的建立，市場行銷理念出現了從顧客滿意、顧客忠誠到顧客價值的變化趨勢。顧客價值已被視為企業競爭優勢的新來源，產品品質、服務品質、價格、品牌形象、產品特性以及企業與顧客的關係等構成了顧客價值的來源。面對科學技術發展的日新月異以及資訊產業的高速發展，企業必須選擇適宜的顧客價值定位，從而獲取持久的競爭和成長優勢。本研究探討不同文化下的消費者所要求的顧客價值、產品種類屬性是否是一樣呢？並藉由產品種類評估瞭解消費者行為及認知程度，以作為企業發展參考。 本研究以台灣、美國居民為抽樣母體，採取「便利取樣」來抽取樣本。研究結果顯示，台灣與美國兩國消費者對於顧客價值要求，不管哪一種產品種類，最在意的還是服務品質與產品品質。特殊品及選購品在消費者眼中所具有產品特色是高於便利品。台灣、美國消費者一致認為產品價格是決定購買因素之一，產品的折扣或折價券也是吸引消費者購買因素之一，最後台灣消費者在選購品、特殊品部分認為可以分期付款較免費的贈品重要，而美國消費者則認為是免費的贈品勝過於可以分期付款。台灣消費者都認為售前及售後服務提供較為重要，而美國消費者則較重視銷售人員態度。台灣消費者比美國消費者重視產品來源國。 From customer satisfaction to customer loyalty, the marketing trend nowadays has changed to customer value with the new rising concept of customer orientation. Customer value has been considered as the key to corporate dominance. Product quality, service quality, price, product image and product features are the fundamental elements that constitute customer value. With rapid development of new science and technology, corporations have to choose from the right customer value positioning to gain competitive advantages. This study explores whether the customer values demanded of different product categories remain the same for consumers of different cultures. Based on product category evaluations, an understanding of consumer behavior and consumer awareness levels can be formed as a reference for the development of enterprises. According to the results, consumers from both Taiwan and the United States highly value the quality of service and products among various product categories. Specialty goods and shopping goods demonstrate better product features than convenience goods. Consumers from both countries agree product price is one of the buying incentives as well as discounts and coupons. Finally, Taiwan consumers prefer installment payment options as opposed to free gifts, while American consumers appreciate value-added gifts. Taiwan consumers place the provision of pre/post sales service as their top priority, while American consumers place greater importance on the salesperson’s attitude. Customers from Taiwan valued higher the origin of products than those from the United States.
