The Influence of Consumers' Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

Consumer interest has been moving progressively toward local regional clothing products in many countries. Hence, this study endeavours to examine consumer perception and purchase intention, and their interrelationship in the context of regional clothing products. A framework built on the basis of a C-A-B model and a questionnaire were used to collect data through online and offline sources. The proposed model was empirically evaluated based on 407 respondents. The results reveal that both consumer perception and the perceived value of regional clothing products have a positive influence on consumers' purchase intentions, while perceived value also plays a role in the purchase process. Nevertheless, word-of-mouth plays a predominant role among other influential factors of consumer perception, such as uniqueness and regionality.