Purchase intention survey: quality and perceived value

A thesis on product purchase intention (cosmetics, fashion, tech, items on e-commerce platforms) needs a clear chain of reasoning from perceived quality to value to the buying decision. This template uses the classic scales of Dodds, Monroe and Grewal (1991).

Research model

Suggested model following the argument of Dodds, Monroe and Grewal (1991): perceived quality increases perceived value, and perceived value increases willingness to buy. You can add a direct path from quality to purchase intention if the literature supports it.

• Perceived Quality → Perceived Value (positive)
• Perceived Value → Willingness to Buy (positive)

Questionnaire items

Original English wording. Answered on a 5-point Likert scale (1 = Strongly disagree … 5 = Strongly agree) unless the scale page says otherwise; (R) marks a reverse-coded item.

Perceived Quality (PQ) · Willingness to buy scale

Code	Item
PQ1	The likelihood that the product would be reliable is (very high … very low).
PQ2	The workmanship of product would be (very high … very low).
PQ3	This product should be of (very good quality … very poor quality).
PQ4	The likelihood that this product is dependable is (very high … very low).
PQ5	This product would seem to be durable.

Source: Dodds, Monroe & Grewal (1991). See Willingness to buy scale.

Perceived Value (PV) · Willingness to buy scale

Code	Item
PV1	This product is a: (very good … very poor) value for the money.
PV2	At the price shown the product is: (very economical … very uneconomical).
PV3	The product is considered to be a very good buy.
PV4	The price shown for the product is: (very acceptable … very unacceptable).
PV5	The product appears to be a bargain.

Source: Dodds, Monroe & Grewal (1991). See Willingness to buy scale.

Willingness to Buy (WTB) · Willingness to buy scale

Code	Item
WTB1	The likelihood of purchasing this product is (very high … very low).
WTB2	If I were going to buy this product, I would consider buying this model at the price shown.
WTB3	At the price shown, I would consider buying the product.
WTB4	The probability that I would consider buying the product is (very high … very low).
WTB5	My willingness to buy the product is (very high … very low).

Source: Dodds, Monroe & Grewal (1991). See Willingness to buy scale.

Tips

• Replace 'this product' with a specific product and show respondents a picture or description, because the original scale asks about a product at a specific price.
• The original version uses both agreement items and bipolar items (very high ... very low). Bipolar items cannot be answered with agree/disagree, so this page and the Survey Kit present them as 5-point semantic differential scales, with the poles reversed so that 1 = very low and 5 = very high; state this in Chapter 3.
• This template has no factor specific to online shopping (trust in the seller, electronic word of mouth). For an online buying topic, add the trust scale of Gefen et al. (2003) or eWOM from the scale library.
• With PLS-SEM, also test the indirect effect of quality through perceived value.

Work out the minimum sample size for this model; once the data are in, clean the responses and run the survey data analysis for your results chapter.

Studies that used this model

• Le, Tran and Le (2011). "Vietnamese consumes Vietnamese products": the role of ethnocentrism, perceived quality and perceived price on willingness to buy. Tạp chí Phát triển Khoa học và Công nghệ, 14(3), 56–67. Sample: 422 consumers in Ho Chi Minh City, domestic garments; quality → price perception → willingness to buy, citing Dodds et al. (1991). Reliability: α 0.816-0.886 (Table 1).
• Truong and Le (2017). The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value – A study of Vietnamese branded smartphone. Science & Technology Development Journal: Economics – Law and Management, 1(Q1), 68–82. Sample: 259 consumers; perceived quality and price → perceived value → willingness to buy. Reliability: α 0.834-0.946; CR 0.841-0.948 (Table 2).
• Vo and Nguyen (2015). Factors Influencing Customer Perceived Quality and Purchase Intention toward Private Labels in the Vietnam Market: The Moderating Effects of Store Image. International Journal of Marketing Studies, 7(4), 51–63. Sample: 380 buyers in Ho Chi Minh City; perceived quality items taken from Dodds et al. (1991); no perceived value. Reliability: α 0.700-0.840; CR 0.705-0.841 (Table 1).

Collecting responses

If your own network cannot reach the target respondents, you can pay for verified responses through Genius Data (referral link, we may earn a commission), paying only for approved responses.