essay代写-影响购买意愿的因素

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04/02/2020

essay代写-影响购买意愿的因素,研究消费者对视觉食品包装的态度对感知产品质量、产品价值和品牌偏好的影响。结果表明,产品包装上的视觉效果有助于消费者对产品质量和产品感知价值的感知,进而转化为品牌偏好。在不同的研究中还研究了影响购买意愿的其他维度,如享受价值、性格胜任力价值、视觉权威价值、货币价值等。许多研究者已经证明感知价值维度如社会价值、情感价值、功能价值等会影响产品的购买意愿。在网上购物时,限时优惠的情感价值会导致较高的购买意愿。Napoli等(2014)在社会价值对食品的影响方面,感知质量、感知价格更高,情感价值对购买意愿没有影响。接下来论文范文essay代写-影响购买意愿的因素分享给留学生阅读。

studied the effect of consumer attitudes toward visual food packaging on perceived product quality, product value and brand preference. The results indicated that visuals on the product package help customers in developing perceptions towards the quality of the product and perceived value of the product that in turn coverts into brand preference. Some more dimensions have also been studied in different researches that effect purchase intention such as enjoyment value, character competency value, and visual authority value, monetary value. Many researchers have proved that perceived value dimensions such as social value, emotional value and functional value etc. effect purchase intentions of products. In case of online purchase limited time promotional offers emotional value lead to higher purchase intentions Lifang. Napoli et al (2014) whereas in case of food products impact of social value, perceived quality, perceived price is higher and no effect of emotional value was found on purchase intention. All these aspects are significant in situating the impact of trust on purchase intentions. Trust and its impact on purchase intention does not happen in vacuum and the necessary significance has to be given to variables such as product knowledge, customer knowledge, product design, packaging etc.

Organizations are spending huge money in hiring a celebrity endorser in their products advertisements for increasing sales of their products. Customers follow their favourite celebrities in product purchase decisions. Specifically, in teenagers, it has been identified that purchase intention towards celebrity endorsed products is higher (Lu et al., 2014). Habibi et al (2012) revealed that advertisements having celebrities were more affective compared to non-celebrity advertisements. Some organizations use animated spokesperson in their advertisement rather celebrities and researches have proved that purchase intention towards celebrity endorsed product is higher compared to animated spokespersons ((Habibi et al., 2012).

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