The Effects of Price and Brand on Consumers' Perceptions of Quality and Value of SportBoots (Sneakers): Comparison between Taiwan and Cambodia

• Main Authors: Phan Atolteja, 方德佳
• Other Authors: Chinho Lin
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/43847273843327270713

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 94 === Sports have become more and more popular around the world nowadays not only in developed countries but also underdeveloped and developing countries as well. Thus, many businesses are concerned about the sports markets. The purposes of this study are to examine how respondents in Cambodia and Taiwan evaluate the quality and value of sport boots product based on perceptions of brand and price, and do the comparison between both countries. The results have shown the significant differences between respondents in Cambodia and Taiwan. The hypotheses as developed and tested in this study to confirm the interrelationships among research constructs and more importantly, the result is likely to show that the customers’ behaviors between Cambodia and Taiwan are different. In this study found that brand perceptions has significant impact on the perceptions of price but insignificant impact on perceptions of quality and value. Dissimilarly, the perceptions of price confirmed significant impact on both perceptions of quality and value. Therefore, perceptions of brand would influences on perceptions of quality and value by using price as an intermediary. Also, perceptions of quality demonstrated slightly significant impact on perceptions of value. Another issue indicated that there was no significant difference among demographic variables of Cambodian respondents toward sneakers assessment, however, ages and family incomes of Taiwanese respondents resulted significant differences toward product evaluation, and other demographic variables were not show significant differences among dependent variables.