The impact of Perceived value on the Intention to Purchase Dance Drama

Abstract

This study delves into the relationship between a product's perceived value and the likelihood that a consumer will make a purchase, specifically looking at how higher perceived value might boost brand trust and, by extension, buy intent. Using the Stimulus-Organism-Response Theory (S-O-R) framework, the authors present a practical model of buy intention for dance theater that combines the research on perceived value and purchase intention. We want to shed light on what influences consumers' perceptions of value, their faith in brands, and their propensity to make a purchase.

This study aims to examine the factors that influence customers' tendency to buy dance drama tickets. With 537 valid responses from 539 questionnaires, the effective rate was 99.6 percent. To confirm the sample data's validity and suitability for further investigation, data analysis was carried out using software to evaluate its reliability and validity. In order to further validate the research hypotheses, a structural equation model (SEM) was used to fit the model, perform route analysis, and assess the mediating effect.

The results show that trust in the brand and the value one perceives have a beneficial effect on the intention to buy. At the same time, there is a favorable and strong influence of brand trust mediating perceived value.