Journal of the Academy of Marketing Science

, Volume 22, Issue 1, pp 16–27 | Cite as

Price, product information, and purchase intention: An empirical study

  • Tung-Zong Chang
  • Albert R. Wildt


Price, nonprice product information, and purchase intention, together with the intervening variables of perceived price, perceived quality, and perceived value, are empirically examined. The results indicate that perceived price is positively influenced by objective price and negatively influenced by reference price. They support the positive price-perceived quality relationship found in previous studies and, further, show that the influence of price on perceived quality is lessened in the presence of substantial direct product information. Finally, the results demonstrate that a trade-off between perceived price and perceived quality leads to perceived value, and perceived value is a primary factor influencing purchase intention.


Product Information Purchase Intention Consumer Research Reference Price Quality Perception 
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Copyright information

© Academy of Marketing Science 1994

Authors and Affiliations

  • Tung-Zong Chang
    • 1
  • Albert R. Wildt
    • 2
  1. 1.Fengchia UniversityTaichungTaiwan
  2. 2.the University of MissouriUSA

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