Results indicate that: 1. Consumers' exchanging value and psychological value perception of famous brand significantly are higher than that of unfamiliar brand.
研究结果表明：(1)消费者对名牌产品的交换价值知觉和心理价值知觉均显著高于不知名品牌。
Services have a slight effect on consumers' exchanging value perception but didn't affect their psychological value perception.
服务对消费者的交换价值知觉有一定影响，但不影响消费者的心理价值知觉。
Consumers' exchanging value and psychological value perception of imported goods are significantly higher than that of home made goods.
消费者对进口产品的交换价值知觉与心理价值知觉均显著高于国产产品。
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