The effects of the antecedents of service purchase intention in the context of monetary sales promotion
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This study investigated the correlations among variables for credence service in the context of monetary sales promotion. The findings suggested that perceived price directly affected perceived quality, with a negative effect. Perceived price had a positive effect directly on perceived value. Perceived quality directly affected perceived value. Perceived value was found as a key predictor of purchase intention. In addition, perceived quality had indirect and positive impact on purchase intention via value. The results of this study also suggested that there was a negative effect of perceived price on perceived risk. Moreover, it was also noted that perceived risk had negative effects on perceived value and purchase intention.
2019 ◽
Vol 8
(12)
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pp. 7072
2020 ◽
Vol 48
(8)
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pp. 781-801
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2014 ◽
Vol 11
(04)
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pp. 1450026
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2020 ◽
Vol 5
(6)
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Keyword(s):
2021 ◽
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