The effects of the antecedents of service purchase intention in the context of monetary sales promotion

Chiang, Cheng-Chen (2014) The effects of the antecedents of service purchase intention in the context of monetary sales promotion. Acta Oeconomica, 64 (Supple). pp. 177-197. ISSN 0001-6373

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Abstract

This study investigated the correlations among variables for credence service in the context of monetary sales promotion. The findings suggested that perceived price directly affected perceived quality, with a negative effect. Perceived price had a positive effect directly on perceived value. Perceived quality directly affected perceived value. Perceived value was found as a key predictor of purchase intention. In addition, perceived quality had indirect and positive impact on purchase intention via value. The results of this study also suggested that there was a negative effect of perceived price on perceived risk. Moreover, it was also noted that perceived risk had negative effects on perceived value and purchase intention.

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