عنوان مقاله [English]
Nowadays, increasing competition in supplying and complexity of products caused information asymmetry between buyers and manufacturers that will eventually lead to adverse selection by purchasers. Thus, the role of external signals that are independent of the actual features of products become more important in quality perception and purchase intention of consumers. In this study, the effect of external signal (price, brand, Store brand, advertising, packaging, country of origin, friends, previous experience, price discounts, ranked brand, product physical & warranty) on quality perception and purchase intention of high involvement products (laptop case study) have been investigated.
Data analysis has been done by use of SMARTPLS software. A questionnaire was collected data. The results showed the price, brand, freinds, ranked brand, previous experience, warranty and ingredients can affect the laptop perceived quality. Also, price, brand, country of origin, friends, previous experience, ranked brand and warranty influence the intention to buy a laptop