Research on Factors Affecting Consumers' Purchase Intention

Abstract

Many factors affect consumers' purchase intentions, such as the price of products, consumers' trust in brands, the quality of branded products, and consumer perception. However, there is no unified theoretical framework to define a specific method to guide consumers to generate purchase intentions for specific brand products. In order to explore this still ambiguous field, this study uses the literature research method and collects and analyzes data on consumers willingness to pay for premiums, data on the influence of trust on consumers purchase intentions, and brand product quality by looking at four important factors that affect consumers purchase intentions. The multiple regression results of several relevant parameters, and the data analysis of multiple factors within the range of consumer perception. The results show that: most consumers can accept a certain degree of a price premium; consumer trust has a great influence on consumer purchase intention and brand product quality is the most influential factor affecting consumers' purchase intention. Finally, multiple subdivided factors in consumer perception showed a high degree of consistency, indicating that consumer perception is not a vague and broad concept.