Relationship Between Effective Factors of Customer Perception and Purchase Intention

Main aim of this research was investigating relationship between brand association, communication, and use experience on customer perceptions by purchase intention. This research is descriptive and analyzing and can be useful for market. Furthermore, this research was correlative and sought to influence variables on each other. This research tried to collect date by questionnaire and we used 7-point ordinal scale of likeart. Indexes of questionnaire were preferences, brand name, and brand logo, use of experiences, brand association, and communications. Sample study included 384 people who were users of Laptop and selected by Cochran formula. Structural models were formed by defining relations between latent variables. Results of the research indicate that communication had indirect relationship with consumer perception throughout purchase intention. Significant and positive relationship exists between use experience and purchase intention throughout customer perception. Following, significant, and positive relationship exists between purchase intention, and customer perception. Finally, significant and positive relationship exists between brand association and purchase intention throughout customer perception.