Abstract:Purpose: This study develops an extension of the perceived value model by incorporating perceived product innovativeness. In this study, perceived innovativeness is conceptualized into two constructs: perceived newness and relative advantage. It examines whether these two constructs have an impact on both perceived value and purchase intention. The study also explores the effect of perceived price on perceived value and purchase intention. Design/Approach/Methodology: To test our hypotheses, 498 participants r… Show more
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