Moderating impact of product type on the relationship perceived value -purchase intention Part 2

INTRODUCTION

Purchase intention is a state of voluntary choice where you made a statement car involved in a plan of future action (Bagozzi, 1983). Studies predictive buying behavior confirms the hypothesis according to which consumers usually held intentions before they act (Grier and al, 2006; Schlosser, 2003). Researchers have resorted enough for purchase as an antecedent of behavior. It simplifies the measurement of behavior, especially if we take into account the difficulty of observing the actual process of buying each person (Chandon and al, 2005).

Modeling of consumer behavior is a source of controversy in the marketing literature and a subject that animates the debate so far. Several researchers have focused on the study of the determinants of purchase intention. In our research, we will study the variable predicted by perceived value. Gallarza and Saura (2006, p.437) argue that "consumer behavior is better understood when analyzed through perceived value." The goal of our research is to empirically test the relationship of dependency between these two concepts.

In addition, interest in the study of managerial decision-making processes of consumers is how these processes lead to a favorable intention towards the product category or to the brand of a company. Thus, we try to test the influence of perceived value on purchase intention of the product. Similarly, we empirically test the stability of this influence in moderating the impact of the type of product. Thus, the problem we deal with is as follows. To what extent the perceived value influences the purchase intention of the product? Similarly, the extent to which this relationship is moderated by the type of product? The conceptual model that we wish to test is as follows.

We begin by presenting the conceptual framework of the research. We clarify the definitions and dimensions of each of the variables in our conceptual model. Similarly, we present the hypotheses we wish to test. Subsequently, we present the research methodology that we have adopted. Finally, we present the results of the validation of measurement scales and test those hypotheses. In conclusion, we discuss the theoretical and managerial implications of the research findings. We also highlight the limitations and new perspectives of investigation.

1. CONCEPTUAL FRAMEWORK
1.1. Intention of purchase

Purchase intent is the dependent variable in our conceptual model. It is a complex phenomenon. Indeed, the intention does not necessarily lead to a short-term behavior. The intent depends on a combination of habit and past behavior as well as other sources of information. It is also possible that the customer purchase intentions but which are not completed on time, there is a deferral of purchase (Jiaming, Peiji and George, 2009).

Purchase intent is a landmark that plays the role of maturity. It is always formulated in association with a deadline. The latter serves to limit the time. In the case of extension of the deadline to purchase, then there is a deferral of purchase intent, therefore postponing purchase. There are two types of maturities Darpy (2002): term endogenous and exogenous maturity. The term exogenous is less controllable by the individual as endogenous, because it is usually associated with external environmental factors such as a purchase or for a birthday party. In contrast, the second term endogenous is controllable and can always be rejected. However, this concept remains the only source detection and measurement of consumer intentions.

Fishbein and Ajzen (1975) define intention as an intermediary between the conative component of attitude and behavior. It is the desire, the desire, determination and the will to make a behavior. The intention allows to predict the behavior. The higher it is, the more likely to induce an effective behavior is high (Janouri and Gharbi, 2008).

Theories explaining the intent of behavior are the theory of reasoned action and theory of planned behavior. The theory of reasoned action predicts intention from attitude and subjective norms. By cons, the theory of planned behavior added to these variables the concept of perceived control.

Indeed, the theory of reasoned action was developed by Fishbein and Ajzen (1975). It assumes that the intention is determined by a personal or attitudinal component and a social or normative. The intention of a person to behave is determined by the attitude of the person to own the performance of an act and the perceived social pressure on the performance behavior. This social pressure is represented by subjective norms. The attitude is determined by individuals' beliefs about the consequences of behavior and their evaluations of these consequences. As for subjective norms, they are determined by normative beliefs and motivation to comply with them (Fishbein, 1980; Curmings and Brinberg, 1984).

Moreover, Ajzen (1985) considers that the theory of planned behavior provides enrichment to the theory of reasoned action. Indeed, besides attitude and subjective norms, intention is determined by perceived control on behavior. Perceived control refers to the belief of the person of the ease or difficulty of performing the behavior. It takes into account all resources that condition the realization of behavior. Perceived control reflects, firstly, the assessment of factors that facilitate or hinder the accomplishment of behavior. These elements can be monetary, ethical or space-time. Perceived control reflects, on the other hand, the evaluation of these factors that facilitate or hinder the accomplishment of behavior. This assessment is made against the capability and resources available to the consumer. Resources need to destroy the obstacles that will purchase intent.
The design that we adopt the intention is that proposed by the theory of planned behavior. We try to study the impact of the product's perceived value of its intent to purchase.

1.2. Product perceived value

Cova and Remy (2001), Aurier, Evard and N'Goala (2001), Huber and al. (2001) and Woodruff (1997) emphasize the diversity of conceptions of perceived value. Marketing literature has given birth to three conceptions of value.

The first approach is rooted in economic theory of value relevance. She sees the value as a cognitive processing through which the consumer compares the gains and sacrifices associated with the product. It is seen by Zeithaml (1988) as the comparison between what is received and what is given. Monrooe and Krishman (1985) make reference to the ratio of perceived benefits relative to perceived sacrifice. Gale (1994) argues that the value is the perceived quality-adjusted relative price of the product.

The second approach involves the perceived value to the cognitive structure of each individual. This conceptualization is rooted in patterns of means-end chains (Young and Feigin 1975, Howard 1977; Vinson, Scott and Lamont 1977, Gutman 1982, Olson 1988, Reynolds and Gutman, 1988). The "means" are objects (products) or activities. The "purpose" are the desired states of being such as happiness, security and fulfillment. According to Olson and Reynolds (1983), Peter and Olson (1990) and Gutman (1982), information related to products are retained in memory at different levels of abstraction. The lowest level consists of abstract information related to the attributes (concrete and abstract) of the product. The average level of abstraction is associated with the consequences (functional and psychological) of the user. On the most abstract level incorporates the values pursued by the client. Perceived value is the evaluation of product attributes, its performance and its consequences that facilitate (or block) achieving the goals that meet the consumer desire in the situation of use or consumption (Woodruff, 1997).

The third approach has value as a feature emerging from the experience of interaction between the consumer and the product. This conceptualization is rooted primarily in the work of Holbrook and colleagues (1985, 1986, 1994a, 1994b, 1996, 1999). The value is defined as "the relative preference of experience of interaction between a subject and object." In fact, they offer a more rich and a bit of reality experienced by individuals (Ladwein and Ouvry, 2006, p.23).

In sum, the first approach combines the value to an abstract calculation comparing the benefits of the sacrifices. The second approach combines the value to the intensity of the relationship between self-knowledge and product knowledge. The value is a desired end state or perceived by the consumer based on an assessment of the attributes and consequences associated with the product. The third approach combines the value to an interactive character, on and experiential.

Turn to these three conceptualizations several classifications of value were presented. It cites Tauber (1972) which states that the value of a shopping activity is associated with a utilitarian dimension, hedonistic, social or psychological. Sheth and al. (1991) identified five dimensions of perceived value, namely the functional dimension, social, emotional, epistemic and conditional. Babin and al. (1994) were interested in the utilitarian value and hedonic value of shopping experience. Cova (1997), Cova and Remy (2001), Aurier, Evard and N'goala (2001) added the link value. According Aurier and al. (2001), this type of value is the role of the product as an aid to social interaction and exchange inter-individual. Finally, Holbrook (1996) proposes a typology of eight major types of values: efficiency, excellence, status, esteem, play, aesthetics, ethics, and spirituality.

In this research, we adopt the design and classification of the perceived value proposed by Holbrook (1999). Thus, itis defined as a preference on and interactive experience. The features of perceived value are: interactivity, relativism, affectivity and its experiential nature. These facets constitute an interconnected system whose components overlap and combine to form the perceived value as an emergent phenomenon.

Therefore, the perceived value is described as interactive as it leads to interaction between the client or the consumer and the product. The controversies in this direction are numerous. Some see it as dependent on the nature of subjective experience and its pleasing appearance (Levitt, 1960). In contrast, proponents of objectivism consider that the value lies in the object as one of its properties. Others see the value as a consequence of the interaction between subject and object (Parker, 1957; Morris, 1964; Frondizi, 1971 and Woodruff and Gardial, 1996).

Second, the value is referred to as relative as it is comparative and it implies the preference of one object relative to others. It is also personal because it varies from one individual to another. Finally, it is situational since it depends on the context in which the evaluative judgment is made. Third, the value is preferred as it encompasses a preference judgment. The concept of preference may refer to the affect (pleasant versus unpleasant), attitude (love versus hate), evaluation (good vs. bad), predisposition (favorable versus unfavorable), opinion (for vs. against), the tendency to respond (approach versus avoidance). Fourth, the value resulted from experience. Indeed, the value is not found in the product purchased, or in the brand chosen, nor in the object possessed. Rather it is the user experience in which it is created. Indeed, any product provides services through its ability to create experiences of needs or desires. In fact, what the customer wants is not the product per se, but rather the experience of satisfaction it generates.

Holbrook (1999) presents a typology of value determined by three axes. The first axis contrasts the intrinsic than extrinsic character. Indeed, the value is extrinsic when the consumption experience is measured against a goal and therefore outside of the experience itself. However, it is intrinsic when the quality of the consumption experience is appreciated as such. The second axis opposes the orientation towards you than to others. Indeed, the value is self-oriented when the consumption experience is measured by reference to itself and in relation to the achievement of a specific interest to the individual. It is directed toward others when interest is directed towards the effects on others. The last axis opposes the active value than reactive. The value is active, if the consumer should act physically or mentally on a tangible object or intangible in order to reach it. Conversely, it is reactive, if it arises from the apprehension of admiration or other responses to a passive object. The combination of these three areas has led Holbrook (1999) identify eight major types of values that are efficiency, excellence, play, aesthetics, status, ethics, respect and spirituality. He explained that these types of value are not mutually exclusive. The experience of using the same product can simultaneously generate several types of values. These types of value vary between individuals and situations. In addition, understanding of each type of value is performed and compared relatively to the other.

According to this view, the perceived value is a preference for experience. Generates a product experience. Its perceived value reflects the level of consumer preference in this experiment. Therefore, if the product's perceived value is high, then the intention of purchase will be high since it gives it a quality experience is preferred. Thus, we hypothesized that perceived value positively affects purchase intent. Our first hypothesis is as follows. Under the assumptions relate to the impact of the dimensions of perceived value.

H.1: The perceived value of the product acts positively on its intention to purchase.
H.1.1: The dimension visual appeal of the perceived value of the product acts positively on its intention of purchase.
H.1.2: The dimension of entertainment product's perceived value is positively its intention of purchase.
H.1.3: The size of the escape product's perceived value is positively its intention of purchase.
H.1.4: The pleasure dimension of the perceived value of the product acts positively on its intention of purchase.
H.1.5: The size of the perceived effectiveness of the product positively affects their intention of purchase.
H.1.6: The economic value dimension of the perceived value of the product acts positively on its intention of purchase.
H.1.7: The dimension of excellence perceived value of the product acts positively on its intention of purchase.

Moez Ltifi
Ph. D student in sciences of management
Faculty of Science Economic and Management of Sfax

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