Price, product information, and purchase intention: An empirical study
Tung-Zong Chang, Albert R. Wildt
Journal of the Academy of Marketing Science · 1994 · Volume 22 · Issue 1
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.
Keywords
Product Information, Purchase Intention, Consumer Research, Reference Price, Quality Perception
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