| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 96 === This study intends to determine the relationships among consumers’ perception of price, country of origin, perceived product safety, perceived quality, purchase intention. The moderating effect of purchase motivation towards the relationships perceived quality, perception of price and perceived product safety to purchase intention was also examined.
This study conducted the surveys in the two big cities are Hanoi capital and Ho Chi Minh city and other eight provinces selected (including Bac Ninh, Hung Yen, Binh Duong, …) which are those next to those big cities that can represent the best the situation in country-side of Vietnam. The research used 382 helmet consumers which were randomly selected.
The study finds that perceived product safety and country of origin play important roles in the model. Moderating effect of purchase motivation was found statistically significant.
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