The Influence Of Perceived Value, Personal Values, And Salespeople Towards Repurchase Intention: A Study On Luxury Natural Product
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Date
2015-01
Authors
JANSRI, WILAWAN
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Abstract
The market for luxury natural product is emerging and many customers are being concern
about the product. This study is aimed to investigate the critical factors that influence
consumer behavioural intention toward repurchasing the luxury natural skin care products
among Thai consumers. Additionally, the study posits that customer orientation of
salespeople strengthen the relationship between the dimensions perceived value and
repurchase intention. The integration of these three factors reflects internal influence (i.e.,
personal values), external influence (i.e., perceived value), and mechanism (i.e., customer
orientation of salespeople). The sample data was collected from 325 consumers of luxury
natural skin care products at the metropolitan areas in Bangkok and was analysed using
SmartPLS software version 2.0. The results reveal that two dimensions of perceived value;
namely financial value and usability and two dimensions of personal values, including health
consciousness and appearance consciousness are the key factors affecting on Thai
consumers‘ intention toward repurchasing the luxury natural skin care products.
Remarkably, the outcome shed light factors which are comprised of internals (i.e., personal
values) and externals (i.e., the perceived value) to determine their impact on repurchase
intention. Additionally, the finding shows that customer orientation of salespeople
strengthens the relationship between perceived value (i.e., product safety, quality and
usability) and repurchases intention. Base on the finding of the study, discussions of the
existing findings as well as the theoretical, practical implications and limitations, of the study
were provided.
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Keywords
The Influence Of Perceived Value, Personal Values, And Salespeople , Towards Repurchase Intention: A Study On Luxury Natural Product