Abstract:

The objective of this research is to test, on the one hand, the dependency the product's perceived value and purchase intention. Secondly, we wish to test the moderating impact of product type on this dependency relationship. Data collection was performed by administering a survey of a sample of 200 respondents. The results show that perceived value is a significant and positive impact on purchase intent remains significant and positive. However, it is weak. Finally, this influence is not moderated by the type of product.