This study proposes a framework to investigate the multiple dimensions of consumer value in the context of mobile marketing, to better understand the factors impacting on mobile consumer perceived value. We primarily conducted a series of interviews based on means-end chain theory and in line with the interviews of 179 WeChat official account subscribers. Then, three-step surveys are taken; after revision and testing, the proposed scale and the final six-dimensional model (MCPV scale) emerged. In addition, another study was conducted to validate the scale model, which takes mobile advertising effectiveness, attitudes towards the official account and loyalty towards the official account as consequences of MCPV. The MCPV scale was found to be both reliable and valid; it had significant influence on mobile advertising effectiveness, and it could serve as a framework for further empirical research in the mobile marketing settings. Lastly, theoretical and practical implications were discussed.

中文翻译：

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感知价值维度的调查：对移动营销研究的启示

这项研究提出了一个框架来研究移动营销背景下消费者价值的多个维度，以更好地理解影响移动消费者感知价值的因素。我们首先根据均值链理论进行了一系列采访，并与179个微信公众号订户进行了采访。然后，进行三步调查。经过修订和测试，提出了建议的量表和最终的六维模型（MCPV量表）。此外，还进行了另一项研究以验证比例模型，该模型将移动广告的有效性，对官方帐户的态度以及对官方帐户的忠诚度作为MCPV的后果。发现MCPV量表既可靠又有效；它对移动广告的效果产生了重大影响，它可以作为在移动营销环境中进行进一步实证研究的框架。最后，讨论了理论和实践意义。