了解消費者心之所向是行銷第一要件，然而面對變化萬千的消費者，讓企業在銷售時吃盡苦頭。顧客如何考量購買，過去研究以靜態的顧客價值 (CPV) ，以及構成價值的成本與利益結構來說明，探討各結構要素的內涵對顧客購買的影響。然而消費者的態度、行為、偏好之隨時改變，將直接影響銷售結果，卻鮮少研究將顧客動態納入顧客的購買考量。
因此納入動態視角的購買考量，將幫助企業更貼近顧客。本研究以消費者心中的秤－建構與定義具動態視角的成本與利益之權衡，如何影響顧客購買考量，重新探討消費者衡量購買的驅動力。並且在實務意涵上，提出藉由顧客成本與利益端的使力，將成為有利的武器，期望協助企業在銷售時能更省力。

Knowing what consumers needs and wants is the key to marketing. However, the diversified and dynamic consumer buying behavior put enterprises through the wringer. Therefore, a dynamic view of buying evaluation is needed to help enterprises to understand and broaden their customers.
From the perspective of customer value (cost-benefit evaluation), this research focuses on how customers evaluate their buying decisions and build an extended concept and definition of consumer buying: “The consumer buying Scale”. Trying to explain how consumers buy or not buy from a dynamic perspective.
In practice, we proposed the use of customer costs-benefits evaluation will become weapons to sales and marketing.

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