Abstract:

Since the methodology of the current researches on dimensions of perceived value has certain limitations, such as being influenced by researchers’ subjective view, it is more difficult for enterprises to formulate marketing strategies based on customer perceived valueDifferent from traditional hypothesis-testing research, the article, based on the methodology of Grounded Theory, carried out semi-structured interviews to 36 university students to find out their factual dimensions of perceived value towards mobile servicesThe result has shown that customers’ perceived dimensions consist of perceived affinity value, trust value, monetary value, quality value, convenient value, social value and epistemic valueEmpirical study has confirmed the result of qualitative researchThe results could be a guide for mobile service operators to design strategy orientation and marketing programs

Key words: mobile services, perceived value；Grounded Theory, empirical study