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Investigation of the Influence of Perceived Quality, Price and Risk on Perceived Product Value for Mobile Consumers

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  • Zeinab Piri
  • Fereshteh Lotfizadeh

Abstract

This article aims to investigating the effects of perceived quality, risk and relative price on the perceived value and purchase intentions of mobile phones. The population comprises 293 persons of Business Administration MA students from the Islamic Azad University of Zanjan.The questionnaires were validated using face validity. In addition, the reliability was calculated using Cronbach Alpha, Split-half and Test- re-test. To analyze the data, with SPSS and LISREL software, Exploratory and Confirmatory Factor Analyses (to identify the effective factors) and Structural Equation Modeling (SEM) (to test the hypotheses) were calculated. The findings indicate that perceived value does not influence purchase intentions. Perceived quality, perceived relative price and perceived risk do not influence purchase intentions through perceived value. Perceived risk, perceived quality and relative price all influence perceived value. Relative price influences perceived product quality and the latter, in turn, affects perceived risk. The results of the study show that it is essential to develop an understanding of value in the purchasing process. Moreover, the risk should be reduced to a minimum.

Suggested Citation

  • Zeinab Piri & Fereshteh Lotfizadeh, 2016. "Investigation of the Influence of Perceived Quality, Price and Risk on Perceived Product Value for Mobile Consumers," Asian Social Science, Canadian Center of Science and Education, vol. 12(1), pages 103-116, January.
    • Handle: RePEc:ibn:assjnl:v:12:y:2016:i:1:p:103-116
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    References listed on IDEAS

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    1. Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    2. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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    2. Long Kim & Teerasak Jindabot & Sook Fern Yeo & Kanyanit Wichianrat, 2025. "A Structural Model for Customer Perceived Value in E-banking Service," Vikalpa: The Journal for Decision Makers, , vol. 50(3), pages 270-282, September.
    3. Mir Misnad Sultana, 2024. "Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 76-94.

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