The Impact of Price Perception, Product Quality and Service Quality on Behavioral Intention for Brunch Stores

• Main Authors: Lee, Wei-I, 李韋毅
• Other Authors: HUANG, YING-YUH
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/59982048796929744166

碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === This research is going to discuss the effectiveness and relativity of consumer’s purchasing intention with perceived price, product quality and service quality of brunch store. It conducted the questionnaire to consumers who are living in the south of Taiwan and carried out the investigation of consumers’ behavioral intention which may be influenced by perceived price, product quality and service quality. In order to achieve the research aim, it adopted the software package SPSS to distill the collected data into useful information. Throughout the data analysis methods, which include descriptive statistics analysis, factor analysis, reliability analysis, difference analysis and building the SEM by AMOS software in order to figure out the influence among perceived price, product quality and service quality while consumers purchase in brunch stores. The results of this research were summarized as follows: First of all, when the perceived price is higher, the consumers’ intention will be higher toward product quality and service quality. This means that currently the prices of products providing by brunch stores are satisfied with consumers and the good quality will benefit the sustainable operation of brunch stores. Moreover, the relationship between product quality and behavioral intention is positive and significant, which mentions the better product quality, the higher consumers’ purchasing intention. Nevertheless, the service quality does not have the positive influence behavioral intention. This is because consumers consider more about product quality than service quality while facing the lower price. It may probably be that the scale and ratiocination can not be precisely expressed and the finding does not easily be demonstrated in this research.