The influence of price, third-party organization endorsement and firm reputation on consumers` perceived quality and purchase intention

• Main Authors: Lee,Yun-Chen, 李昀真
• Other Authors: Tseng, Hsing-Chau
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/15041936302628861016

博士 === 長榮大學 === 經營管理研究所 === 100 === The objective of this study is to explore the effects of the pricing, third party endorsement and manufacturers’ reputation on the perception of quality and willingness to purchase of the product. This study’s framework adopted Dodds, et al.’s (1991) study, and utilizing the quality of signals’ perspectives from Sporleder and Goldsmith (2001), and Feng, et.al. (2008). By using a 2x2x2 field experiment design and the partial least-square method as a data analysis tool in order to verify the hypothesis in this study. The results of this study show that third-party perceptual quality endorsement, manufacturer reputation and prices play as the partial mediator to the perception of value. Also, perception of sacrifices is the partial mediator between pricing and perception value. Moreover, perceptual quality must use perception value as the partial mediator to the purchase intention. The relationship between these three variables are when the product does not have the third party endorsements, the consumers will use the manufacturer's reputation as their quality signal judgment. In contract, the third party endorsement will be more important when the manufacturer's reputation is low. In conclusion, the study recommended that manufacturers not only using the price signals and manufacturers reputation, but only use a third-party endorsement as a quality signal to increase the consumers ' willingness to purchase of the product.