The Effect of Perceived Quality and Perceived Value to Customers on Buying NoteBook：Warranty as a Moderator

• Main Authors: Hui-ting Chiu, 邱慧婷
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/29ndae

碩士 === 東吳大學 === 企業管理學系 === 96 === The number of notebook users is increasing in the recent years. Forthermore, notebook is more mobile and more accessible to the life application than the cumbersome desktop, and the advantage of frivolity shortness promotes the development of notebook infinitely. Compared to the past years, the sales of notebooks are keeping growing in recent years. As the consumers are advancing on the trend that forsake traditional desktops and buy notebooks, the PC firms should considerate the retail sales as well as the enterprise market and enhance the product categories (ex: the term of warranty and service items). For some reasons, it is another way to increase consumers’s willingness to buy the notebook. This study evaluates consumer’s perceived value by the two external clues—perceived price and perceived quality. Sequentially, we explore how the brand image influence perceived quality and then examine how the perceived value influence purchase intention. Finally, we include the warranty variable as a moderator between the perceived quality and perceived value and between perceived value and purchase intention, and the two moderating effects are examined how they work. The results show that: (1) Perceived price have a direct and positive effect on perceived quality. (2) Perceived quality also has a direct and positive effect on perceived value. (3)Perceived price have a direct and negative effect on perceived value. (4) Perceived value has a direct and positive effect on purchase intention. (5) The moderating effect of high warranty is significant than low warranty between perceived value and purchase intention. However, this study suggests that notebook suppliers should maintain their good brand image to increase consumer’s perceived quality toward the product and examine the influence of warranty on the suppliers.