THAML., [10]; ( ) ( [11] ) WOODRUFF [3] 3 [4] :1 ;2, ;3 [16], BETTMAN [17],, WOODRUFF, 燉. HOLBROOK [5] 燉, 燉, 燉 [18] BABIN [19] PARASURA [12,13] MAN [2

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1 ChineseJournalofManagement Vol.5No.6 Nov (1. ;2. ) : TAM, 3 : : ; ; ; ; ; :C931 :A : X(2008) = DONG Dahai 1 YANG Yi 2 (1.DalianUniversityofTechnology,Dalian,Liaoning,China; 2.ZhejiangUniversity,Hangzhou,China) + :Onthebasisoftheliteratureresearch,theperceivedvaluebyconsumersunderinternet conditionisdividedthreeclasses:perceivedvalue,procedure perceivedvalueandemotion perceived value,byusingtheatitudemodelfrom psychology,atm andthemeans endchaininconsumebe havior.thedefinitionsofthreetypesofperceivedvaluearealsogiven. :internetmarketing;consumerbehavior;perceivedvalue;outcomevalue;procedure value;emotionalvalue 21 [1] 1 [2,3] 20 2 : [4,5]. DAY [8] [9] [6] ZEITHAML [4] [7], 4 :1 ;2, ;3 ;4, 4,ZEITHAML, : ZEI : : ( )

2 THAML., [10]; ( ) ( [11] ) WOODRUFF [3] 3 [4] :1 ;2, ;3 [16], BETTMAN [17],, WOODRUFF, 燉. HOLBROOK [5] 燉, 燉, 燉 [18] BABIN [19] PARASURA [12,13] MAN [20] SWEENEY [21] WOODS [14] 2, 2 SHETH [22] 5 : KOLTER [15],,, BABIN [19] HOLBROOK [5,13] 2, HOLBROOK [5,13] ; :,HOL ; BROOK 燉 ; 8, 1, 燉 HOLBROOK [5,13] PINE 857

3 ( 燉 ) ( 燉 ) ( 燉 ) ( 燉 ) ( 燉 ( ) ) ( ) ( ) [23] 4, 1, 2, : ( ) ; ( ),,, ; ( ) 4 :, ( );, 2 ( ); ( );, ( ), MATHWICK [18] HOLBROOK 燉燉 :1 ;2, WOODRUFF [3] MATHWICK [18] : ( ) :1 ;2, ;3 4 : 2,, ( ), PARASURAMAN [20]. SWEENEY [21] SHETH [22] ( 4 : 燉 ) [24] 858

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4,, SCHMITT [8],,, ( ) ( 5 ) (, ) (,,5, 2, :1,,,,,, [12] 2,,, ( ) ( ) ( ) 3 (, )4, [4],,, 4,,,,,, 5.,,,,, GRACE [15],, WALLENDORF [16], 2,. :, %, ;, % 514 4 4 20077 ChineseJournalofManagement Vol.4No.4 Jul.2007 1,2 1 (1. ;2. ) :,,,, 5 976,, : ; ; :C931 :A :1672 884X(2007)04 0514 07 = < : + = DU Jiangang 1,2 FAN Xiucheng 1 (1.NankaiUniversity,Tianjin,China;2.TianjinInstituteofUrbanConstruction,Tianjin,China)