The effect of perceived quality on luxury brands purchase intention with the mediating role of perceived value and word of mouth social network advertising

In this study, the effect of perceived quality on luxury brands purchase intention with the mediating role of perceived value and word of mouth social network advertising is presented. To test these hypotheses, the statistical population was female Chanel customers and simple random sampling method was used. The validity of the questionnaire was confirmed through content validity. Also, Cronbach's alpha coefficients are more than 0.7, which indicates the reliability of the questionnaire. Finally, 384 questionnaires were confirmed for analysis and data analysis using structural equation equation with soft SPSS and LISREL software were performed.Findings show that perceived quality affects social value, individual value, and functional value.

کلیدواژه ها:

perceived quality ، functional value ، individual value ، social value