RSUSSH 2020
IN20-150 Research on the Impact of Consumer price perception and Family Environment on Purchase Intention
Presenter: Qian He
Rangsit University, Thailand
Abstract
With the accelerating pace of life, the shopping decisions of the young generation consumers in the process of shopping are also decreasing day by day. When the first feeling of commodity perception and environment to consumers is more reasonable, the impulse of buying behavior is usually formed. In this paper, a conceptual model based on the relationship between consumer's perceived value and the relationship between consumer's purchase environment and consumer's purchase intention is established, and its operation mechanism is studied in-depth to provide a theoretical basis for the follow-up research in China. This study infers consumers' purchase decision-making psychology, understands the influence of different dimensions and degrees of consumers' perception of purchase intention and purchase environment, and enables enterprises to understand that consumers' perception and purchase environment are indispensable in product sales. We should make an effective marketing plan according to the cognitive factors purchase environment to help enterprises improve customer satisfaction and consumer confidence so that products can leave a good impression on consumers and provide them with a better purchase environment to avoid the risk of consumers not buying and spreading adverse product reputation.
Citation format:
Qian, H.. (2020). Research on the Impact of Consumer price perception and Family Environment on Purchase Intention. Proceeding in RSU International Research Conference, May 1, 2020. Pathum Thani, Thailand.QUESTIONS & ANSWERS
LIVE PRESENTATION ON MAY 1, 2020
Could you summarize your research results?
Thank you for your question.
the first: From the results of regression analysis, it can be concluded that in the dimension of consumer price perception, the price of commodities in terms of functions and emotions has a positive role in promoting consumers' willingness to consume. Moreover, considering the current situation of the domestic and international sales markets, the impact of these two prices on consumers is exactly the same as that described above. The emotional price of commodities has the greatest impact, because in today's consumer market, customers often pay attention The object of consumption is its own consumption experience. Therefore, the consumer service experience and staff quality provided by merchants in the emotional price of goods are becoming more and more important. The influence of willingness is most significant.
the second: Among the many investments that affect consumers 'willingness to consume, the family environment is an intermediary part that produces various effects. We have confirmed this conclusion through the results of regression analysis, whether it is the impact of functional prices or emotional prices on consumers' willingness to buy All need the intermediary mechanism of the family environment to be effective. Therefore, the family environment also plays an intermediary role between the functional price, the emotional price of the commodity and the consumer's purchase intention. On the other hand, to some extent, in the impact of emotional prices on consumers ’purchase intentions, the mediating role of the family environment also exists. Moreover, this effect of the family environment has a positive impact on consumers ’purchase intention, which shows that the customer ’s willingness to consume can be improved by accumulating customer satisfaction with goods or services. The basis of a certain aspect of consumption propensity is mainly manifested in the consumer's loyalty to a commodity in terms of consumer attitude and behavior.
Thanks.