摘 要：最近几年,实体书店的销售逐渐开始增加,渐渐地重新开始受到人们的欢迎，除了有政府出台的一些政策外,实体书店也在不停地求新求变,以顺应时代的发展。顾客感知价值是顾客根据所寻求的利益和获得，对产品的价值进行评估。消费者希望可以在购买产品的过程中可以实现一定的顾客感知价值，满足其在购买产品中所获得的期望，对于企业的发展来说是一项重要因素。本文以顾客感知价值为基础,对新实体书店中影响顾客感知价值的多种因素进行研究，通过电子问卷的调查，整理并分析数据，借助SPSS软件，主要运用描述性统计分析和方差分析法，对西西弗书店顾客感知价值进行分析研究，找出影响顾客感知价值的主要因素，并给出提升西西弗书店顾客感知价值的建议。

关键词：顾客感知价值，影响因素，西西弗书店 

Abstract：In the past two years, the entity bookstore has gradually begun to warm up, and gradually began to be welcomed by people. In addition to some supporting policies issued by the government, the entity bookstores are constantly seeking new changes in order to adapt to the development of the times. Customer perceived value is a comprehensive assessment of the value of service or product based on the interests and benefits that customers seek. It is an important factor for the development of the enterprise that consumers hope to realize the perceived value of the customers in the process of purchasing the products and meet the expectations that they have gained in the purchase of the products. In this paper, based on customer perceived value and influence of customer perceived value to the new entity bookstores in a variety of factors, through the way of questionnaire survey, data integration, with the aid of SPSS software, the main use of descriptive statistical analysis and variance analysis, analyze the Sisyphean bookstore guests' perceptive value research, find out the main factors influencing the customer perceived value and customer perceived value and promote Sisyphean bookstore's advice.

Keywords： Customer perceived value, Influencing factors,Sisyphean bookstore 

目 录

1  前言 3

2  西西弗书店简介 3

3  顾客感知价值 3

3.1  顾客感知价值的含义 3

3.2  西西弗书店对顾客感知价值的影响因素 4

4  研究设计与分析 8

4.1  数据收集 8

4.2  研究分析 8

4.3  顾客感知价值因素的分析 8

5  SPSS数据分析 11

5.1  描述性统计分析 11

5.2  问卷效度分析 11

5.3  方差分析 12

6  西西弗书店在顾客感知价值方面存在的问题 13

6.1  顾客对社交的感知较低 13

6.2  顾客对互动的感知较低 14

6.3  顾客对成本的感知较低 14

6.4  不同学历的顾客对服务感知的不同 14

7  提升西西弗书店的顾客感知价值的策略 15

7.1  提高消费者的社交感知