The Influence Of Brand Image,Price And Product Attributes On Perceived Ouality

Nowadays, customers are overloaded by a great volume of commercial information and various market supplies. Customers can hardly know the actual product quality due to the information overload and asymmetric. Under this circumstance, they tend to use cues to infer the subjective quality. These cues can be divided into two groups:intrinsic cues and extrinsic cues, and they are distinct from each other in terms of the confidence value and predictive value. In this research, we aim to know how customers choose between these two types of cues, and how product knowledge can moderate it.In order to achieve the research purpose, we reviewed the relevant literatures, and a conceptual model was developed. In the model, brand image, price, and product attributes were the independent variables, among which the first two were extrinsic cues and the last one was intrinsic cue. Perceived quality was dependent variables, and product knowledge was moderating variable. A2*2*2between-subject study was used to test the model and hypothesis, and445valid questionnaires were received.After date analysis, we concluded that:1. Brand image positively influences perceived quality.2. Price positively influences perceived quality.3. Product attributes positively influences perceived quality.4. Product knowledge moderates the relationship between product attributes and perceived quality. Specifically, when customers’product knowledge is high, they are more influenced by intrinsic cues such as product attributes.5. Objective knowledge and subjective knowledge are positively related, though in a low level. Based on these conclusions, managerial suggestions were given:1. At the strategic level, enterprises should balance the inputs between extrinsic and intrinsic cues;2. At the tactic level, enterprises can adopt different consumer persuasion and education methods according to consumers’cue utilization preference.