The Use of Price and Warranty Cues in Product Evaluation

摘要: Abstract The joint effect of price and warranty information on consumers' perceptions product quality, risk ultimately purchase intention, is the primary focus this study. Specific theories such as price-quality relationship signal theory for warranties are tested in a cross-cultural context. Based some relevant Chinese cultural traits theoretical relationships modified set testable hypotheses developed consumers Hong Kong, which represents unique mix culture combined with Western influence. Two experiments conducted Kong. first examines relative positions price, quality within typical decision structure consumers. second studies perceived intention framework causal model. Estimation results Kong data compared those using U.S. data. We find similarities way discounted...