Abstract

The primary objective of this study is to examine how Chinese consumers perceive the value of salon hair coloring? Based on the findings from a qualitative study and literature review on consumer perceived value (CPV), we developed a survey to measure Chinese consumers’ perceptions of quality value, emotional value, epistemic value, social value, monetary cost, time/effort cost, and health risk cost of salon hair coloring. Quality value and monetary cost were found to be the most important dimensions for Chinese consumers. The results suggest that the model for CPV proposed in this study could be beneficially applied to other areas, such as to other product/service categories, other demographics, and in other cultural settings.

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