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


  • Zeinab Piri
  • Fereshteh Lotfizadeh


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.

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  • 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

    1. 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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    Cited by:

    1. Razia Sultana Sumi & Golam Kabir, 2018. "Factors Affecting the Buying Intention of Organic Tea Consumers of Bangladesh," Journal of Open Innovation: Technology, Market, and Complexity, MDPI, Open Access Journal, vol. 4(3), pages 1-15, June.


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