Price,product information,and purchase intention: An empirical study |
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Authors: | Tung-Zong Chang Albert R Wildt |
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Institution: | (1) Fengchia University, Taichung, Taiwan;(2) the University of Missouri, USA |
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Abstract: | Price, nonprice product information, and purchase intention, together with the intervening variables of perceived price, perceived
quality, and perceived value, are empirically examined. The results indicate that perceived price is positively influenced
by objective price and negatively influenced by reference price. They support the positive price-perceived quality relationship
found in previous studies and, further, show that the influence of price on perceived quality is lessened in the presence
of substantial direct product information. Finally, the results demonstrate that a trade-off between perceived price and perceived
quality leads to perceived value, and perceived value is a primary factor influencing purchase intention.
He received his Ph.D. from the University of Missouri. His primary research interests are in the areas of consumer behavior
and international marketing.
He received his Ph.D. from Purdue University. He has published articles in various business, marketing, and social science
journals. |
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Keywords: | |
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