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題 名 | The Effects of Reputation and Relative Low Price on Purchase Intention: Service Quality as a Mediated Moderator=商譽與相對低價對購買意圖之影響 : 以服務品質作為中介調節效果 |
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作 者 | 鄒鴻泰; 劉峰旭; 徐暄淯; | 書刊名 | 中華管理評論 |
卷 期 | 18:3 2015.08[民104.08] |
頁 次 | 頁(4)1-(4)16 |
分類號 | 496.34 |
關鍵詞 | Reputation; Relative low price; Service quality; Purchase intention; |
語 文 | 英文(English) |
英文摘要 | The study proposes to integrate consumer-related variables (reputation, relative low price, and service quality) and purchase intention at Watsons in Taiwan and investigates whether gender differences in purchasing intention for self-selective cosmetics and skincare products. Data were collected from 300 consumers in an empirical survey. This study uses the Partial Least Square (PLS) analysis to test the hypotheses. Reputation positively affects consumer purchase intention for male and female; the relative low price moderates the impact of reputation on purchase intention only for female; reputation × relative low price increases purchase intentions through the mediator of service quality. The paper is among the first attempts to examine how reputation, relative low price, and service quality affect purchase intention. Also, this study provides the explanatory variance missing in the literature that has not examined the black box relationship between consumer-related variables and purchase intention in a retailer context. |
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