The Effect of Price Brand Image Perceived Risk and Hope on Perceived Value and Purchase Intention toward New Year Lucky Bags

Abstract

Lucky bag is made with various but unknown random kinds of products in a grab-bag style and sold for at a steep discount through department stores on the first day of the New Year Every Chinese New Year the launch of New Year lucky bags has become a very popular trend Many department stores will launch lucky bags on the first day of Chinese New Year with different contents and prices In this research the main objective of the study is to investigate the potential factors (price brand image perceived risk and hope) that will influence consumer on purchasing lucky bags including their perceived value and purchase intention Also the interaction effects between all the potential factors will be examined in the research The results indicates that price brand image perceived risk and hope all have significant direct effect on perceived value and purchase intention Also there are interaction effects between the potential factors based on the results in the research It implies that all the factors would affect each other on perceived value and purchase intention For example if the brand image preference is high the effect on perceived value and purchase intention will be enhanced if the high discount offered Thus the research findings can be concluded as followed First the potential factors would effectively and directly affect respondents’ perceived value For price brand image and hope theses three factors affect perceived value and purchase intention positively For perceived risk this factor affects dependent variables in a negative way Second there are interactions effects between these potential factors toward purchasing lucky bags

Date of Award	2015 Feb 2
Original language	English
Supervisor	Meng-Kuan Lai (Supervisor)