The Influence Study Of Product Cues On Consumers Purchase Intention

With the development of economy, the luxury market of China is developing speedily, especially the luxury luggage was popular with the middle and high income stratum. Luxury companies are trying to occupy a huge and potential market in china, it is very important to focus on product cues, create and deliver customer perceived value, inspire purchase intention. This study takes the luxury luggage market in Zhejiang Province as an example, through the empirical analysis to validate the relationship between product cues and consumer purchase intention, and treats perceived value as metavariable.According to the theory carding, design the measure survey scale. To make investigation on the consumers of luxury luggage in Zhejiang area by means of a combination of online and offline.To analyze the collected valid data with SPSS19.0 statistical software.The results show that:(1) Descriptive statistics show that consumers pay more attention to the internal and external leads of the luxury luggage, feeling the perceived value and forming the purchase intention to a certain extent.(2) Reliability analy- sis showed that the amount of this study had high internal consistency.(3) Factor analysis shows the dimension of product cues and perceived value.(4) Correlation analysis showed that there was a significant postive correlation between product cues, perceived value, purchase intention and all dimensions.(5) Regression analysis showed that the product cues has a positive effect on perceived value. However, the cultural connotation and work of intrinsic cues has no significant positive effect on social perceptive value and emotional perceived value; the country-of-origin image and public praise of extrinsic cues has no significant positive effect on social perceptive value and functional perceived value.Product cues and its dimensions have positive effects on purchase intention. Perceived value and its dimensions have a positive effect on the purchase intention. Consumer’s perceived value has apparent intermediate utility in the relationship between product cues and purchase intention.On the basis of empirical analysis, this study verifies the hypothesis and the model. Based on this, this research puts forward the relevant marketing suggestions and strategies for the promotion and development of luxury luggage in China, hoping to provide some reference for the marketing practice of luxury goods.