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

Cheng-Chen Chiang ()
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Cheng-Chen Chiang: Far East University, Department of Business Administration, No. 49, Chung Hua Rd. Hsin- Shih, Tainan City 744 Taiwan, R.O.C.

Acta Oeconomica, 2014, vol. 64, issue supplement2, 177-197

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.

Keywords: sales promotion; perceived price; perceived quality; perceived value; perceived risk; purchase intention (search for similar items in EconPapers)
Date: 2014
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