The Moderating Effects of Brand Familiarity in the Relationship between Perceived Value of Eco-friendly Apparel Products and Purchase Intention

2016 ◽  
Vol 25 (4) ◽  
pp. 423
Author(s):  
Hanna Kim ◽  
Hye-In Yang ◽  
Eun-Jung Lee
Keyword(s):  
Purchase Intention ◽  
Perceived Value ◽  
Moderating Effects ◽  
Brand Familiarity ◽  
The Relationship

When do high prices lead to purchase intention? Testing two layers of moderation effects

2019 ◽  
Vol 31 (5) ◽  
pp. 1516-1531 ◽  
Author(s):  
Junghwa Son ◽  
Byoungho Ellie Jin
Keyword(s):  
Purchase Intention ◽  
Price Fairness ◽  
Moderating Effects ◽  
Content Type ◽  
Leisure Class ◽  
Brand Familiarity ◽  
Perceived Price ◽  
Willingness To Purchase ◽  
Perceived Price Fairness ◽  
The Relationship

Purpose Most marketing practices assume that consumers will buy when prices are low. This assumption, however, may not always hold true. Employing equity theory and Veblen’s theory of the leisure class, this study tested two moderating effects to ascertain the relationship between perceived price and purchase intention. The purpose of this paper is threefold: first, to examine the relationship between perceived price and willingness to purchase; second, to discover the effects of two moderators (perceived price fairness and vanity) on this relationship; and third, to compare how these moderating effects differ by consumers’ brand familiarity. Design/methodology/approach A total of 287 usable data sets were collected from college students in the southeastern region of the USA. Findings The findings showed no negative relationship between perceived price and willingness to purchase. Only perceived price fairness was found to moderate the perceived price–purchase intention relationship. Furthermore, the moderating effect of price fairness was only confirmed in the high brand familiarity group, while the moderating effect of vanity was only confirmed in the low brand familiarity group. Research limitations/implications Generalization of the findings is cautioned because findings may vary by demographic backgrounds. Practical implications Since purchase intention increases when price is fair even though price is high, marketers should put efforts into promoting and creating the perception of fair price of their products and brands. Originality/value This study extends price perception research by incorporating two theories (equity theory and Veblen’s theory of the leisure class) that help further elaborate the relationship between perceived price and willingness to purchase.

scholarly journals Influence of Perceived Value and Innovation on the Propensity to Use Sports Tourism Websites among University Students: The Moderating Effects of Age and Education

2021 ◽  
Vol 17 (4) ◽  
pp. 478
Author(s):  
Marwan Taha Abed Rabee ◽  
Roxana Dev Bt Omar Dev ◽  
Tengku Fadilah Tengku Kamalden ◽  
Ahmad Nasrulloh ◽  
Seyedali Ahrari
Keyword(s):  
University Students ◽  
Perceived Value ◽  
Personal Characteristics ◽  
Moderating Effects ◽  
Sports Organizations ◽  
Sports Events ◽  
Sports Tourism ◽  
Tourism Websites ◽  
The Relationship ◽  
Study Offer

Abstract: In this study, the researchers sought to understand the effects perceived value and innovation have on the propensity of university students to use sports tourism websites. This study also examined the moderating roles of age and education on this usage. University students (N = 354; 292 women and 62 men) from a public university in Malaysia were surveyed for this study. The findings revealed that perceived value and innovation significantly influence the propensity to use sports tourism websites among university students. The results also showed that both age and education significantly moderated their purposed associations. The findings of this study offer sports website managers, as well as policymakers in sports organizations, an insight that will aid in the development of effective online strategies to attract young users to engage with sports tourism websites. This study also informs managers and researchers about the importance of age and education when considering the relationship between predictors and the propensity of users to use sports tourism websites. Keywords: Propensity to use websites, tourism, sports events, personal characteristics, perceived benefits, innovation.

scholarly journals Strategi Meningkatkan Minat Beli Masyarakat Terhadap Produk Hijau Sektor Fast Moving Consumer Goods Melalui Persepsi Nilai, Risiko Dan Tingkat Kepercayaan

2019 ◽  
Author(s):  
rizka zulfikar
Keyword(s):  
Risk Perceptions ◽  
Purchase Intention ◽  
Perceived Value ◽  
Product Distribution ◽  
Risk Indicators ◽  
Risk Level ◽  
Public Confidence ◽  
Green Products ◽  
The Public ◽  
The Relationship

This study aims to investigate and assess the perceived value, risk, level of trust and public purchase intention and then to be use to obtain a marketing strategy to increase public purchase intention towards green products.This study is a survey research using questionnaires as an instrument. Population and sample used in this study is the community of Banjarmasin and taken as many as 150 respondents using non-purposive sampling method. Analysis techniques were used : (1) qualitative descriptive analysis - quantitative and comparative analysis of the average with SPSS software, (2) the relationship modelling between variables and the effect test was analyzed with SEM using Software IBM AMOS version 22, and (3) analysis of the strategies using SWOT matrix . The study found that : (1) the perception of values, perceptions of risk, the level of Banjarmasin’s public trust and interest in purchasing green products is good enough category for the majority of respondents vote; (2) In determining the perceived value Banjarmasin’s public tends to be more considered its functional value indicators than other indicators such as social value, emotional value and economic value. (3) In determining the risk perception of green products, people tend to be more considered time risk indicators than other indicators such as the risk of physical and psychological risks. (4) In determining trust in green products, Banjarmasin’s public tends to be more considered its benefits indicators than other indicators such as trust towards the object, and trust in the attributes. (5) the perception of value and risk perceptions affect the level of public confidence, but does not affect the public purchase intention towards green products (6) The level of trust significantly influence the public purchase intention towards green products (7) The relationship between the public purchase intention towards green products with the value perceived and risk perceived tends to be indirect and moderated by variable levels of trust. (8) Strategies that can be considered by the producers and marketers of green products to increase the public purchase intention are (a) Focused on the segment of society that has been assessed in the medium category (b) Increase public knowledge of the benefits of the product (c) Maintain product quality (c) Enhance product functionality with innovation (e) Provide information on product benefits using information media (f) Pay attention to product distribution channels, (g) adjust production to market needs (h) Manufacturers must give quick respond to public complaints by providing customer service facilities.

Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference

2020 ◽  
Vol 48 (7) ◽  
pp. 707-725 ◽  
Author(s):  
Florence Charton-Vachet ◽  
Cindy Lombart ◽  
Didier Louis
Keyword(s):  
Purchase Intention ◽  
Perceived Value ◽  
Food Products ◽  
Mediating Effects ◽  
Region Of Origin ◽  
Content Type ◽  
Regional Food ◽  
Intention To Purchase ◽  
Mediating Variables ◽  
The Relationship

PurposeThis research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indirect. Second, this research will establish that perceived value of regional products and consumers' preference for these products are mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase regional products. Lastly, this research will highlight cognitive (through perceived value) and affective (through preference) routes or paths, from consumers' attitude towards a region to their purchase intention of products from that region.Design/methodology/approachAs previous works in the authors’ field of research, the authors conducted a field study, combined with a questionnaire survey. 398 consumers responded to the authors’ questionnaire in a hypermarket (belonging to the retailer Système U) in Vendée (a region in France). The authors measured their attitude towards this region, their preference for regional food products and their purchase intention of these products as well as the perceived value of regional food products.FindingsThe perceived value of regional products and consumers' preference for these products are full mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase products from that region.Research limitations/implicationsThis research supplements prior works. It shows that the link between consumers' attitude towards a region and their intention to purchase regional products is indirect. Consumers' purchase intention of regional products is not directly attributable to their attitude towards the region of origin of these products. Regional products and their features have to be reintegrated into this equation.Practical implicationsThis study identifies several routes or paths to explain consumers' purchase intention of regional products. A cognitive route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by perceived value. An affective route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by preference. A hybrid path that combines cognitive and affective paths, as this research established a link between perceived value and preference.Originality/valueThis research foregrounds regional products and their features, too often neglected in favour of consumers and their characteristics.

The impact of food traceability system on consumer perceived value and purchase intention in China

2020 ◽  
Vol 120 (4) ◽  
pp. 810-824
Author(s):  
Chunlin Yuan ◽  
Shuman Wang ◽  
Xiaolei Yu
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Value ◽  
Primary Data ◽  
Content Type ◽  
Food Traceability ◽  
Traceability System ◽  
Consumer Expertise ◽  
The Impact ◽  
The Relationship

PurposeBased on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.Design/methodology/approachSurvey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.FindingsThe findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.Originality/valueThis study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

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