Analysis of the Factors Affecting Customers’ Purchase Intention: The Mediating Role of Customer Knowledge and Perceived Value

Abstract

Celebrity*endorsers*and*product*packaging*are*two*most*important*factors*in*creating* the* brand* identity* and* help* in* evaluating* a* products* perceived* value* as* well* as* increasing* the* knowledge* about* the* product.* This* study* was* aimed* at* evaluating* the* effect* of* celebrity* endorser* and* product* packaging* on* purchase* intentions* taking* customer*knowledge*and*perceived*value*as*mediating*variables.*The*sample*size*was* 150* respondents* and* the* sample* was* identified* through* non* probability* quota* sampling* technique.* Questionnaires* were* standardized* using* reliability* and* factor* analysis.*Results*indicated*celebrity*endorser*significantly*effects*purchase*intention*of* shampoos* directly* as* well* as* celebrity* endorser,* product* packaging* and* customer* knowledge* effect* perceived* value* as* mediating* variable* in* turn* effecting* purchase* intentions.* Customer* knowledge* is* a* lesser* important* variable* in* case* of* shampoos* purchase*intention.**

A Influência da Denominação de Origem na Percepção de Consumidores de Café: Um Estudo com Brasileiros e Franceses

“…Esse, segundo Johansson (1989), é o motivo de muitas empresas não se mudarem para países com custos de produção mais baixos, pois isso reduz o valor percebido em relação ao produto, impossibilitando a aplicação de preços de venda mais altos. Dessa forma, a informação do país de origem com imagem positiva conferirá vantagem competitiva ao produto, permitindo adoção de preços premium (Johansson & Nebenzahl, 1986), uma vez que o preço de um produto no mercado não está diretamente associado aos seus custos de fabricação, mas ao preço que os consumidores estão dispostos a pagar (Bhakar, Bhakar, & Dubey, 2015).…”

The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long's Packaged Tea Products

“…Purchase intention is defined as consumers" feelings, thoughts, experience and other external factors that they take into account before purchasing a specific product or service [34]. In other words, it represents to what consumers think they may and will buy [35] and the degree to how satisfactory a product or service meets the consumers" demand [36]. Besides, consumer buying behavior can be observed from two different perspectives: (1) what products consumers think about and (2) where consumers tend to buy that item [37].…”

Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention

“…Of all the existing definitions, we concluded that purchase intention is the tendency of the consumer to plan, attempt, or be willing to make a purchase transaction in the future after he evaluates the product or service. Purchase intention can illustrate the consumer's response to buying what the entrepreneur offers (Bhakar, Bhakar, & Dubey, 2015). Purchase intention is known to have a positive relationship with the actual buying behavior.…”

“…Purchase intention is known to have a positive relationship with the actual buying behavior. It means that the higher the purchase intention, the higher the actual purchase behavior will occur (Bhakar et al, 2015;Dodds, Monroe, & Grewal, 1991;Schiffman & Kanuk, 2000;Wang, Cheng, & Chu, 2013). Therefore, purchase intention is valued as an important indicator in predicting consumer spending behavior, particularly actual buying behavior (Wu, Yeh, & Hsiao, 2011).…”

“…Promotion and advertisement may motivate consumers to buy or increase the purchase intention. One marketing strategy that is considered effective in influencing shopping behavior, especially purchase intention, is the technique of celebrity endorsement (Bhakar et al, 2015;Spry, Pappu, & Cornwell, 2011).…”