Pledge Of The Impact Of Research On Consumer Perception And Purchase Intention

With China's sustained and rapid economic development, service industry is day by day prominent in our country industrial structure's proportion and the importance, service industry scope and the service commodity's multiplicity also unceasingly increases, the service commodity was already inseparable with people's life. Because the service commodity production and the expense indivisibility and invisible, causes the consumer in the choice service commodity time is facing the huge risk and the challenge. More consumers favor in judge the service commodity through the extrinsic attributes the value.The service guarantee that takes one kind of important extrinsic attributes to purchase the wish to the consumer to produce without doubt is affecting. However past research mostly in the discussion service guarantee the influence which produced to the consumer decision-making. The very few some people discuss the different service guarantee to the consumer perceived value and the perceived risk influence, then the initiation purchases the wish to the consumer the influence.At frist, this article has reviewed other sesearchers' studies about service guarantee,corporate reputation ,perceived value,perceived risk and so on.Then, this research focuses on if service guarantee will affect the consumers' perceived value and perceived risk, and examine the corporate reputation as a moderating variable on the impact of service guarantee on consumer purchasing intention.This paper surveyed eight sample companies which all from Guizhou province, After taking back these questionnaires, we deal with the data by SPSS analysis. The main results of this research are as followed:1.The Element of service guarantee will affect the consumer's perceived value and perceived risk;2.The corporate reputation will moderate the effect of service guarantee on consumers' purchasing intention;3.The higher the consumers' perceived value,the higher the purchasing intention; 4.The higher the consumers' perceived risk,the low the purchasing intention.At last, the author indicates the practicing value of this article's conclusion and itslimitation, followed by the suggestions for the subsequent study.