The Influence of Consumer Perceived Value on Purchase Intention of Domestic Products
DOI:
https://doi.org/10.54097/ngwj3j33Keywords:
New domestic products, Perceived value, Consumer ethnocentrism, Willingness to purchaseAbstract
The research object of this paper is new domestic goods. Firstly, it defines the connotation of new domestic goods and constructs its structural dimension. After that, the measuring scale of the characteristics of new domestic products is developed strictly following the scale development program. In addition, with the help of statistical analysis software, taking consumers as research objects, a theoretical model with new domestic goods as independent variable, consumers' perceived value as intermediary variable, and consumers' purchase intention as result variable is constructed. Consumer ethnocentrism is introduced as the moderating variable of the intermediary variable, and the test is carried out.
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