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The relationship between customer perceived value and purchase intention has been explored among scholars for many years. However, it is still blurry that when the relationship is stronger and when is weaker. Our study fills the gap by integrating the structural hole theory into the relationship and exploring the moderating effect of structural hole on the relationship between perceived value and purchase intention. Using the data of 305 college students and employees in China, and via SPSS and Amos, the current research finds that the relationship between customer perceived value and purchase intention tends to be significantly stronger with the increasing of structural hole. While with the decreasing in structural hole, the nexus between perceived value and purchase intention would become weaker. Our study finds the boundary condition in the relationship between perceived value and purchase intention. Specific theoretical and practical implications of the results are discussed at the remainder. Keywords—customer perceived value; purchase intention; structural hole; moderating role

The Research on the Moderating Role of Structural Hole between Perceived Value and Purchase Intention