Examining How Perceived Attitude Induces Purchase Intention When Price Sensitivity And Perceived Risk Act As Moderators In The Purchase.

Abstract

The study examined the moderating impact of perceived risk and price sensitivity in the relation between perceived attitude and purchase intention. It also analyzed if there is any significant relation of perceived quality on perceived value and perceived attitude. In the same manner influence of perceived value on perceived attitude was also studied. the study was done on the purchase intention towards personal care products. The sample size was taken to be 384. The study used confirmatory factor analysis and SEM for the analysis of data. The findings depicted that neither perceived risk nor price sensitivity moderated the relation between perceived attitude and intention to purchase. Perceived quality is seen having a significant influence to perceived attitude. Perceived quality is having significant influence on the perceived value and perceived value and perceived quality is having significant relation to perceived attitude.