What is it about?
The study investigated the effects of perceived product quality and overall satisfaction on purchase intentions. Moreover, the direct and indirect effects of values and involvement on purchase intentions were studied. The study utilized the survey research method and used sport shoes as the product being researched. The sample consisted of 197 students who responded to an anonymous questionnaire. Five hypotheses were tested and four of them were confirmed by the data. Perceived quality had a direct and an indirect effect (through overall satisfaction) on purchase intentions, overall satisfaction had a direct effect on purchase intentions and involvement had an indirect effect on purchase intentions through overall satisfaction and perceived quality. The results of the study provide several theoretical and practical implications.
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Why is it important?
Managers need to understand the important role of involvement, perceived product quality, and satisfaction in order to be able to predict purchase intentions and consequently purchase behavior. All the above variables provide several managerial implications and are important issues in the development and implementation of marketing strategies aimed at building and maintaining market share. Perceived product quality seems to play an important role in both consumer satisfaction and purchase intentions. Marketing communication strategies (promotional activities and advertising messages) should be designed so that they emphasize product attributes and cues that will enhance consumers’ perceived product quality. External cues such as price, brand name, and objective quality information have been found to be related to perceived product quality and consumers’ product evaluations
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This page is a summary of: The role of perceived product quality and overall satisfaction on purchase intentions, International Journal of Consumer Studies, March 2006, Wiley, DOI: 10.1111/j.1470-6431.2005.00477.x.
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