Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Study on the Structural Relationship of Perceived Value, Price Sensitivity, and Satisfaction between Brand Image and Purchase Intention in Overseas Direct Purchase

해외직접구매 소비자의 브랜드이미지와 구매의도 간 지각된가치, 가격민감도, 만족도의 구조적 관계 연구

  • Jeong, Boon-Do (Department of International Trade, Chosun University) ;
  • Kim, Ji-Hoon (Department of International Trade, Chosun University)
  • Received : 2019.11.29
  • Accepted : 2019.12.16
  • Published : 2019.12.31
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Abstract

The purpose of this study is to analyze the structural relationships of perceived value, price sensitivity, and satisfaction between brand image and purchase intention of consumers who have experience of overseas direct purchase. This study collected questionnaires used to analyze these structural relationships. Using the R's plspm package, we analyzed the PLS (partial least squares) structural equation model. In order to examine the relationship between perceived value and price sensitivity, the research model was modified and analyzed. As a result, not only the adoption of the research hypothesis, but also the goodness of fit was higher than before the research model modifying, and the relationship between perceived value and price sensitivity was further verified. The modified research model has higher academic value, so it is necessary to select it as the final proposal model.

Keywords

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