The Study, Based On Clues To The Theory And The Perceived Value Of The Purchase Intention

With the development of technology and intensification of market competition, new products and new varieties are emerging. With limitation of cognitive capacity, time and energy, customers have more choices and more difficult to choice. What's more, there is asymmetric information between customers and sales in market, so, it is difficult for customers to make objective judgment products. Customers can only use certain heuristics cues as product quality measurement. The study is based on the Cue Utilization Theory and Perceived Value to study consumer buying behavior.With summing up related theories, the paper studied multiple cues' effects on Perceived Quality, Perceived Value and Purchase Intension on the background of international market. The paper took cell phone as the product category and the student as the sample and included four cues: County of Manufacture, County of Brand, Brand Name and Price. It used 3×2×2 between subjects design, which allowed the each respondent to be randomly assigned in 12 groups. The purpose of this study was to find out the evidence of External Cues' effects on Perceived Quality, Perceived Value and Purchase Intension among the Chinese customers, as well as to establish a conceptual framework that dealt with the relationship between External Cues and customers' buying. Through the SPSS statistical analysis, the following are the main findings:(1)County of Manufacture, Country of Brand, Brand Name and Price have positive effects on Perceived Quality under multiple cues study. Perceived Quality has positive effects on Perceived Value. Perceived Value has positive effects on Purchase Intension.(2)County of Manufacture, Country of Brand and Brand Name indirectly affect Perceived Value, through Perceived Quality. Price directly affects Perceived Value, and indirectly affects Perceived Value through Perceived Quality. Effects of County of Manufacture, Country of Brand and Brand Name on purchase intention are going through Perceived Quality and Perceived Value. Price indirectly affects Purchase Intension, through Perceived Quality and Perceived Value.(3)Interaction effects of County of Manufacture and Country of Brand on Perceived Quality is significant, interaction effects of Brand Name and Price on Perceived Quality is significant.(4)Comparing to strong country of brand, effects of positive County of Manufacture on Perceived Quality is more obvious on weak country of brand. Comparing to strong Brand Name, effects of positive County of Manufacture on Perceived Quality is more obvious on weak Brand Name.